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Inducing value-congruent behavior through advertising and the moderating role of attitudes toward advertising
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| Abstract |
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| Advertisements frequently link values to advertised products or services, but little is known about the effect of this practice on value-driven behavior that is unrelated to the advertising context. Evidence from two studies show that exposure to value-laden advertisements instigates behavior that is congruent with the advertised value (i.e., self-direction, security, achievement, or benevolence). Moreover, attitudes toward advertising moderate this effect. To the extent that people value positive aspects or dislike negative aspects of advertising, value-congruent behavior becomes respectively more or less likely following exposure to value-laden ads. The results highlight new aspects of unintended influences of exposure to advertising. | | |
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English
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| Source (journal) |
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The journal of advertising. - Clemson, S.C., 1972, currens | |
| Publication |
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Clemson, S.C. : 2011
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0091-3367 [print]
1557-7805 [online]
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| Volume/pages |
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40:2(2011), p. 25-37
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| ISI |
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000291845900002
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