THE IMPACT OF ASSOCIATIVE ADVERTISING ON PERSONAL VALUES AND BEHAVIOR

C. Defever, M. Pandelaere () and K. Roe
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Working Papers of Faculty of Economics and Business Administration, Ghent University, Belgium from Ghent University, Faculty of Economics and Business Administration

Abstract: The current paper explores the impact of value-laden advertisements on consumer values and behavior. Study 1 revealed that participants who were exposed to ads that strongly communicated self-direction acted more in a way that was congruent to openness to change values in different scenarios and choose more often a candy bar that was perceived as unpopular. In study 2, exposure to advertisements featuring benevolence (versus exposure to achievement-oriented ads) increased participants’ interest in blood donation and decreased their endurance in a difficult word puzzle task. The influence was even stronger for participants who perceived advertising as a source of information.

Pages: 33 pages
Date: 2008-12
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Persistent link: https://EconPapers.repec.org/RePEc:rug:rugwps:08/548

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