Publication
Title
Inducing value-congruent behavior through advertising and the moderating role of attitudes toward advertising
Author
Abstract
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.
Language
English
Source (journal)
The journal of advertising. - Clemson, S.C., 1972, currens
Publication
Clemson, S.C. : 2011
ISSN
0091-3367 [print]
1557-7805 [online]
Volume/pages
40:2(2011), p. 25-37
ISI
000291845900002
Full text (Publisher's DOI)
Full text (publisher's version - intranet only)
UAntwerpen
Faculty/Department
Research group
Publication type
Subject
External links
Web of Science
Record
Identification
Creation 19.06.2012
Last edited 13.11.2017