Sinfully decadent: priming effects of immoral advertising symbols on indulgence

Jasmina Ilicic (), Stacey M. Brennan and Alicia Kulczynski
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Jasmina Ilicic: Monash University
Stacey M. Brennan: The University of Sydney
Alicia Kulczynski: The University of Newcastle

Marketing Letters, 2021, vol. 32, issue 1, No 5, 73 pages

Abstract: Abstract This research introduces an immorality-indulgence priming effect, whereby the presence of immorality symbols (i.e., devil, hell, serpent) versus morality symbols (i.e., angel, heaven, saint) in advertising increase consumer indulgence. Study 1 examines the priming effect of morality symbols on indulgent consumption, controlling for religiosity and belief in afterlife. Study 2 and Study 2b investigate the role that activation of mental representations of rebelliousness has in explaining the immorality-indulgence effect. Study 3 explores the role of immorality symbols on actual indulgent choices. Findings from Study 1 indicate that immorality symbols prime consumer indulgence. Study 2 provides evidence of rebelliousness as the process influencing indulgent product choice (indulgent intention, Study 2b), while ruling out the alternative explanation of image-message congruence. Study 3 provides evidence that immorality symbols increase actual indulgent behavior. This research has important implications for advertisers in the development of advertisements that can influence indulgent behaviors.

Keywords: Morality; Advertising; Priming; Rebelliousness; Congruence; Indulgence (search for similar items in EconPapers)
Date: 2021
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Citations: View citations in EconPapers (3)

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DOI: 10.1007/s11002-020-09544-6

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