Title
Inducing value-congruent behavior through advertising and the moderating role of attitudes toward advertising
Author
Faculty/Department
Faculty of Social Sciences. Sociology
Publication type
article
Publication
Clemson, S.C. ,
Subject
Mass communications
Source (journal)
The journal of advertising. - Clemson, S.C., 1972, currens
Volume/pages
40(2011) :2 , p. 25-37
ISSN
0091-3367
1557-7805
ISI
000291845900002
Carrier
E
Target language
English (eng)
Full text (Publishers DOI)
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.
E-info
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