The Impact Of Associative Advertising On Personal Values And Behavior

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The Impact Of Associative Advertising On Personal Values And Behavior

Author Info

C. DEFEVER
M. PANDELAERE ()
K. ROE

Abstract

The current paper explores the impact of value-laden advertisements on consumer values and behavior. Study 1 revealed that participants who were exposed to ads that strongly communicated self-direction acted more in a way that was congruent to openness to change values in different scenarios and choose more often a candy bar that was perceived as unpopular. In study 2, exposure to advertisements featuring benevolence (versus exposure to achievement-oriented ads) increased participants’ interest in blood donation and decreased their endurance in a difficult word puzzle task. The influence was even stronger for participants who perceived advertising as a source of information.

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Publisher Info
Paper provided by Ghent University, Faculty of Economics and Business Administration in its series Working Papers of Faculty of Economics and Business Administration, Ghent University, Belgium with number 08/548.

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Length: 33 pages
Date of creation: Dec 2008
Date of revision:
Handle: RePEc:rug:rugwps:08/548

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This paper has been announced in the following NEP Reports:

NEP-ALL-2009-04-05 (All new papers)
NEP-MKT-2009-04-05 (Marketing)

References listed on IDEAS
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Friestad, Marian & Wright, Peter, 1994. " The Persuasion Knowledge Model: How People Cope with Persuasion Attempts," Journal of Consumer Research: An Interdisciplinary Quarterly, University of Chicago Press, vol. 21(1), pages 1-31, June.
Richins, Marsha L, 1991. " Social Comparison and the Idealized Images of Advertising," Journal of Consumer Research: An Interdisciplinary Quarterly, University of Chicago Press, vol. 18(1), pages 71-83, June.
Briley, Donnel A & Wyer, Robert S, Jr, 2002. " The Effect of Group Membership Salience on the Avoidance of Negative Outcomes: Implications for Social and Consumer Decisions," Journal of Consumer Research: An Interdisciplinary Quarterly, University of Chicago Press, vol. 29(3), pages 400-415, December.
James R Wills & John K Ryans, 1982. "Attitudes Toward Advertising: A Multinational Study," Journal of International Business Studies, Palgrave Macmillan Journals, vol. 13(3), pages 121-129, September. [Downloadable!] (restricted)
Moschis, George P & Moore, Roy L, 1982. " A Longitudinal Study of Television Advertising Effects," Journal of Consumer Research: An Interdisciplinary Quarterly, University of Chicago Press, vol. 9(3), pages 279-86, December.

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