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Sinfully decadent: priming effects of immoral advertising symbols on indulgence

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  • Jasmina Ilicic

    (Monash University)

  • Stacey M. Brennan

    (The University of Sydney)

  • Alicia Kulczynski

    (The University of Newcastle)

Abstract

This research introduces an immorality-indulgence priming effect, whereby the presence of immorality symbols (i.e., devil, hell, serpent) versus morality symbols (i.e., angel, heaven, saint) in advertising increase consumer indulgence. Study 1 examines the priming effect of morality symbols on indulgent consumption, controlling for religiosity and belief in afterlife. Study 2 and Study 2b investigate the role that activation of mental representations of rebelliousness has in explaining the immorality-indulgence effect. Study 3 explores the role of immorality symbols on actual indulgent choices. Findings from Study 1 indicate that immorality symbols prime consumer indulgence. Study 2 provides evidence of rebelliousness as the process influencing indulgent product choice (indulgent intention, Study 2b), while ruling out the alternative explanation of image-message congruence. Study 3 provides evidence that immorality symbols increase actual indulgent behavior. This research has important implications for advertisers in the development of advertisements that can influence indulgent behaviors.

Suggested Citation

  • Jasmina Ilicic & Stacey M. Brennan & Alicia Kulczynski, 2021. "Sinfully decadent: priming effects of immoral advertising symbols on indulgence," Marketing Letters, Springer, vol. 32(1), pages 61-73, March.
    • Handle: RePEc:kap:mktlet:v:32:y:2021:i:1:d:10.1007_s11002-020-09544-6
    DOI: 10.1007/s11002-020-09544-6
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    References listed on IDEAS

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    1. Kivetz, Ran & Simonson, Itamar, 2002. "Self-Control for the Righteous: Toward a Theory of Precommitment to Indulgence," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 29(2), pages 199-217, September.
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    5. van Rompay, Thomas J.L. & de Vries, Peter W. & van Venrooij, Xaviera G., 2010. "More than Words: On the Importance of Picture–Text Congruence in the Online Environment," Journal of Interactive Marketing, Elsevier, vol. 24(1), pages 22-30.
    6. Gergana Y. Nenkov & Maura L. Scott, 2014. ""So Cute I Could Eat It Up": Priming Effects of Cute Products on Indulgent Consumption," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 41(2), pages 326-341.
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    Cited by:

    1. Chen, Ning & Petersen, Francine E. & Lowrey, Tina M., 2022. "The effect of altruistic gift giving on self-indulgence in affordable luxury," Journal of Business Research, Elsevier, vol. 146(C), pages 84-94.
    2. Elizabeth A. Minton & Paige Gardiner, 2021. "The missing role of moral values in anti‐vaping messaging," Journal of Consumer Affairs, Wiley Blackwell, vol. 55(3), pages 1040-1061, September.

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