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Reaching Goals and Doing Good: Exploring Consumer Responses to Meaningful Advertisements.

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Název: Reaching Goals and Doing Good: Exploring Consumer Responses to Meaningful Advertisements.
Autoři: Wu, Linwan, Dodoo, Naa Amponsah
Zdroj: Journal of Promotion Management; Jul/Aug2017, Vol. 23 Issue 4, p592-613, 22p, 1 Illustration, 2 Diagrams, 4 Charts
Témata: ADVERTISING, CONSUMER behavior, CARDINAL virtues, BENEVOLENCE, EMPATHY
Abstrakt: The purpose of this study is to investigate how consumers respond to meaningful advertisements, which promote products or brands by portraying moral virtues and life meaning. The authors present findings of an online survey in which participants reported their responses to two meaningful advertisements. A conceptual model was proposed and tested based on the survey data. Results demonstrated that when viewing meaningful advertisements participants' perceptions of meaningfulness positively influenced their feelings of elevation, which leaded to favorable attitudes towards the advertisement and brand. Empathy served as a moderator in the conceptual model. Participants who felt low empathy actually experienced stronger feelings of elevation. This study presents how consumers respond to portrayals of moral virtues and life meaning in advertisements. It contributes to the literature of advertising by demonstrating that the emotion of elevation benefits advertising effectiveness. It has significant implications to advertising professionals as well. [ABSTRACT FROM PUBLISHER]
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Databáze: Complementary Index
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Abstrakt:The purpose of this study is to investigate how consumers respond to meaningful advertisements, which promote products or brands by portraying moral virtues and life meaning. The authors present findings of an online survey in which participants reported their responses to two meaningful advertisements. A conceptual model was proposed and tested based on the survey data. Results demonstrated that when viewing meaningful advertisements participants' perceptions of meaningfulness positively influenced their feelings of elevation, which leaded to favorable attitudes towards the advertisement and brand. Empathy served as a moderator in the conceptual model. Participants who felt low empathy actually experienced stronger feelings of elevation. This study presents how consumers respond to portrayals of moral virtues and life meaning in advertisements. It contributes to the literature of advertising by demonstrating that the emotion of elevation benefits advertising effectiveness. It has significant implications to advertising professionals as well. [ABSTRACT FROM PUBLISHER]
ISSN:10496491
DOI:10.1080/10496491.2017.1297978