The role of advertising in consumer emotion management

Consumer research has demonstrated that emotions play an important role in the decisionmaking process. Individuals may use consumption or purchasing as a way to manage their emotions. This research develops a model to help explain the process by which individuals engage in consumption to manage their emotions, and examines the efficacy of an advertisement for a hedonic product that uses affect-laden language to stimulate such a process. Results suggest that favourable emotional responses from an advertisement can lead to positive attitudes towards the advertisement, prefactual thinking in the form of hedonic rationalisations and greater behavioural intentions. Additionally, guilt from consuming and purchasing these hedonic products can be mitigated, which is also associated with greater behavioural intentions. Findings have implications for marketers and advertisers of hedonic products.     

Predictors of Usage Intentions of Pirated Software

The purpose of this study is to investigate the salient factors influencing consumers’ attitudes and usage intentions towards pirated software. Using the Theory of Planned Behaviour, this study investigates the relationships between three sets of factors, i.e. personal, social and perceived behavioural control onto attitudes towards pirated software. Through a multiple regression, only personal factors have shown significant relationship with attitudes towards software piracy. Further results from this study have supported that favourable attitudes towards pirated software is likely to result in stronger intentions to use pirated software. It was found that computer proficiency acts as a predictor for intentions towards pirated software, rather than a moderator as originally postulated.     

Personalized charity advertising. Can personalized prosocial messages promote empathy,attitude change,and helping intentions toward stigmatized social groups?

This study examines the role of personalized charity advertising in promoting empathy, attitude change, and helping intentions toward stigmatized social groups. Based on theories of message involvement, empathy, and reactance, we predicted that higher levels of involvement elicited by a personalized charity advertisement would reinforce empathy and prosocial outcomes. An online experiment was conducted using a personalized and a nonpersonalized version of a charity advertisement for a campaign soliciting donations of winter coats for homeless people. As expected, structural equation modeling revealed a positive indirect effect of personalization on prosocial outcomes (attitudes and behavioural intentions toward homeless people, and willingness to donate to the campaign) that was mediated by involvement and empathy. However, in addition to promoting involvement and empathy, personalization also led to heightened reactance, which detracted from the positive effects. Theoretical as well as practical implications of the findings for personalized charity advertising are discussed.     

The role of food eating values and exploratory behaviour traits in predicting intention to consume organic foods: An extended planned behaviour approach

The extant literature on predicting organic food choice as a consumption behaviour has overlooked the role of food eating values (utilitarian and hedonic values) and individuals exploratory buying behavioural traits (exploratory information seeking and exploratory acquisition seeking). The novelty of the study is the use of food eating values and individuals exploratory buying behaviour traits as an extension to the theory of planned behaviour in predicting attitude and intentions towards organic food consumption with a representative sample of N = 431. Data was collected in two phases. In the first phase, a small qualitative face to face (semi structured) interviews were held from 22 respondents to elicit the utilitarian and hedonic values individuals attach with the organic food consumption. This is followed by the collection of survey data from two Indian metropolitan cities (New Delhi and Chennai) using a mall intercept method from the individuals visiting hypermarkets and supermarkets. The hypotheses were tested using structural equations modelling or SEM in IBM AMOS 24. Attitude to consume organic foods was found to be most dominant in predicting behavioural intention in both basic and the extended TPB model followed by subjective norms. Perceived behavioural control was found to be a significant predictor only in the extended TPB model, suggesting a dual role. Findings also suggested that utilitarian values are more influential than hedonic values in the formation of attitudes towards organic foods.Further, the exploratory information seeking traits are found to strengthen the relationship between a) perceived behavioural control and behavioural intention to consume organic foods and b) attitude to consume organic foods and behavioural intention to consume organic foods whereas exploratory acquisition seeking traits to be strengthening the relationship between attitude and behavioural intentions only. Implications for the policy makers is discussed towards the end of the study.     

Metaphor as Visual Thinking in Advertising and Its Effects: Focus on Brand Familiarity and Product Involvement

One of advertisers' favorite communication techniques is the visual metaphor. In fact, metaphor usage perennially increases in ad images. This study, which looks at consumers with varying levels of brand familiarity and product involvement, investigates how their attitudes and purchase intentions of are influenced by the persuasive effects of visual metaphors in various advertising conditions. The findings reveal that consumers' attitudes and purchase intentions are enhanced more by visual metaphor-based ads than nonmetaphor-based ads when the advertised product is in a low-involvement product category. Nonmetaphorical ads are found to have a more positive influence with high-involvement products than do metaphorical ads. The results show a significant three-way interaction effect. When the advertised product is in a low-involvement product category, visual metaphors lead to favorable brand evaluations and higher purchase intentions in the ads for a low-familiarity brand. However, nonmetaphors are more persuasive than visual metaphors only for the low familiarity brand in a high-involvement product category. Theoretical and practical implications are addressed in the discussion.     

Corrective advertising information processing by teenagers

In this study teenagers' understanding of corrective advertisements was measured at three levels: beliefs, attitudes and behavioural intentions. The results support the use of beliefs rather than attitudes or behavioural intentions to detect deception.     

Adolescents’ Assessments of Advertisements for Unhealthy Food: an Example of Warning Labels for Soft Drinks

The potential of advertising to deceive young adolescents is problematic especially when it results in unhealthy food choices. Health warnings are supposed to raise awareness of the risky nature of a food product. However, these warnings compete for consumer’s attention with other advertising components set by marketers, such as product claims, visual frames, and images. To examine perception, attitudes, and behavioural intentions towards an ad, adolescents were exposed with fictitious soft drink advertisements in an experimental design. Hereby, we systematically varied warning labels and visual frames as key design elements of the advertisement. Results suggest that the effects of warnings on attitudes and purchase intention are mitigated by accompanying advertising elements. A single positive visual cue is sufficient to provoke purchase intentions. Overall, distraction from health warnings peaks in the youngest age groups and decreases with age. Findings raise concerns about how public health regulations on advertisements should be designed when the purpose is to inform especially younger adolescents of possible health risks. We discuss several implications for ethical marketing techniques of food products.     

Hedonic and utilitarian use of user-generated content on online shopping websites

The Internet has made it possible for consumers to share reviews, opinions, and thoughts about products and services on online shopping websites. This user-generated content (UGC), which can be considered to be part of social commerce, is likely to influence other consumers’ attitudes toward a product and subsequent purchase intentions. The purpose of this study was to investigate two major uses of UGC: hedonic and utilitarian, and how they impact purchase intentions, along with users’ trust for different types of comments and reviews. Also investigated are associations between hedonic use, utilitarian use, and trust, with purchase behavior at online shopping websites. Results of this study will add to the domain knowledge related to marketing and how it impacts consumer psychology and behavior. From a practitioner perspective, marketers need to understand the impact of UGC so they can monitor this method of marketing communication as it can impact trust and purchase intentions.     

Fear appeals in anti-smoking advertising: How important is self-efficacy?

Abstract

Fear appeals are frequently used in anti-smoking advertising. The evidence on the effectiveness of fear appeals is mixed, and in some studies strong fear appeals have been found to reinforce the undesirable behaviour. Individual self-efficacy may play a role in moderating the effects of fear appeals. In advertising contexts where the intention was to encourage socially desirable behaviours, it has been shown that greater self-efficacy is associated with a more positive response to fear appeals. Similarly, in such contexts, the perceived ethicality of a fear-appeal advertisement appears to be positively related to self-efficacy. The purpose of this article is to examine the relationship between self-efficacy, perceived ethicality, and the impact of advertising on behavioural intentions in a context where the aim is to discourage undesirable behaviour, namely anti-smoking advertising. Questionnaire data were gathered from 434 respondents in London, England. Respondents with higher reported self-efficacy were found to have more favourable views of the ethicality of fear-appeal advertising, more positive attitudes towards the advertising, and stronger intentions to quit smoking. It is recommended that when using fear appeals in advertising to discourage undesirable behaviour, advertisers should incorporate messages designed to enhance self-efficacy.     

Gender Differences in Psychosocial Determinants of University Students’ Intentions to Buy Fair Trade Products

This study examined gender differences in university students’ intentions to buy fair trade (FT) products through the lens of the moral norm extended theory of planned behaviour (TPB). Data were obtained from 782 students at the University of Luxemburg. Results of structural equation analysis indicated that the inclusion of moral norms increased the explained variance in behavioural intentions from 62 to 69.4%. Compared to men, women reported more favourable attitude, higher moral obligation, and stronger intentions toward buying FT products. Moderating analyses showed that the attitude–intentions relationship was stronger for men, whereas the perceived behavioural control–intentions relationship was stronger for women. The implications of the moderation analysis are that sustainability professionals seeking to encourage university students’ intentions to buy FT products should develop gender-targeted interventions: for men, more emphasis should be placed on attitude toward buying FT products (i.e., the advantages of adopting this behaviour), and for women, more emphasis should be placed on perceived behavioural control (e.g., factors that facilitate the purchase of FT products).     

Making sense of metaphor: The impact of target-group-specific headlines in direct mail

Metaphors are used extensively to cut through the increasing volume of noise in contemporary, hyper-competitive markets. Whilst there is a growing body of literature on the impact of metaphor in marketing communications, much of it concerns style, whilst relatively little is understood about the relationship between creative execution and target audience response. In an exploratory study designed to measure the effectiveness of metaphor in direct mail, we introduce and investigate the concept of target-group-specificity. We find that carefully crafted headlines that contain target-group-specific (TGS) metaphors – in other words, both content and style created specifically for a particular audience – outperform less target-specific metaphors and their literal alternatives. Positive results are found in relation to attention, attitude and behavioural intention. The findings offer evidence that TGS metaphors are more persuasive than the alternative and have strong advertising effects.     

Exploring the impact of affect on the effectiveness of comparative versus non-comparative advertisements

Affect is important in advertising, but it has not attracted sufficient attention in the research of comparative advertising. Two studies were conducted to explore how affect influences the effectiveness of comparative versus non-comparative advertisements. Study 1 focused on context-induced affect and showed that participants with positive affect expressed more favourable attitudes toward a comparative advertisement than a non-comparative advertisement. Study 2 addressed the coexistence of context- and ad-induced affects. Results showed that in the condition of positive context-induced affect, participants liked a comparative advertisement more than a non-comparative advertisement when ad-induced affect was positive. However, they evaluated both types of advertisement similarly in a negative manner when ad-induced affect was negative. In the condition of negative context-induced affect, participants expressed more favourable attitudes toward the advertisement eliciting positive affect than the one eliciting negative affect (regardless of ad type). These studies provided theoretical and practical implications, as well as directions for future research.     

Hedonic vs. utilitarian consumption: A cross-cultural perspective based on cultural conditioning

This study investigates the effects of cultural conditioning, product type, and benefit claim type on attitudes and brand personality perceptions among consumers from a society that is more culturally conditioned towards utilitarian consumption (Shanghai, China) and an economy that is less culturally conditioned towards utilitarian consumption (Singapore). Our findings reveal that consumers in Shanghai preferred ads promoting utilitarian rather than hedonic products. They also rated brands of utilitarian products as more sophisticated, competent, exciting, and sincere than hedonic products. No such difference was observed among Singaporeans. These consumers preferred hedonic over utilitarian products but did not perceive them as being different from utilitarian products in terms of brand personality. Theoretical and managerial implications are forwarded, together with directions for future research.     

Background music tempo effects on food evaluations and purchase intentions

This article is a report of results of three studies investigating effects of fast versus slow background musical tempo on physiology, cognition, and emotions. Two pilot studies first measure consumer perceptions of tempo. In Studies 1 and 2, participants view a short video restaurant advertisement featuring fast or slow background music along with illustrations of food items. Results indicate that fast music is more effective than slow music for evoking positive taste expectations and purchase intentions. Study 3 shows that the effects observed in Studies 1 and 2 occur because fast music enhances self-reported arousal levels that then lead to enhanced moods, taste expectations, and purchase intentions. Theoretical implications regarding effects of music on emotional responses are discussed, as are practical managerial implications for using fast music as a persuasive technique.     

How credibility affects eWOM reading: The influences of expertise,trustworthiness, and similarity on utilitarian and social functions

In online information settings, a few people tend to contribute, while the majority of people consume. For this latter group of readers, electronic word of mouth (eWOM) provides information about products or service experiences that rarely are available from manufacturer-controlled sources, which makes this source of information especially helpful. In turn, eWOM influences readers' attitudes, intentions, and behavior. Manufacturers also hope to monitor and positively influence eWOM content, such as by supporting and building brand communities. But eWOM readers might doubt the credibility of information if it is mostly positive, and the usefulness of eWOM information depends on its credibility. This study offers an empirical and theoretical validation of how specific utilitarian and social functions of eWOM affect attitudes toward and intentions to read eWOM. In particular, trustworthiness is the most important credibility dimension; it affects both functions. Perceived expertise also enhances the utilitarian while similarity improves the social function of eWOM.     

Effectiveness of Indecent Language in Advertising on Young Adult Consumer Attitudes and Purchase Intent

This study applies both the Dual Mediation Hypothesis and Schema Congruity Theory to examine the effectiveness of mild controversial advertising executions on young adult consumer cognitions, affect, and behavior. Findings from this study suggest that advertisements featuring mild indecent language result in more positive advertisement attitudes, brand attitudes, and purchase intentions than when decent language is used. Young adult consumers also report more positive advertisement and brand attitudes, and a greater likelihood of purchase when they perceive the advertisement to be congruent with their existing schema, regardless of whether the execution is mildly controversial or noncontroversial in nature. The findings of this study are important to advertisers in the development of effective creative execution techniques.     

“First in first out” or “last in first out”: Presentation of information order on evaluation of utilitarian products

This study investigates how the presentation order of information may affect the evaluation of utilitarian products. Three experiments with different conditions (hedonic/utilitarian product; experience/search advertisement; unattractive/attractive packaging) were conducted with a total of 334 participants in Macau. This study tests both the affective and cognitive product evaluation. The findings indicate that assimilation effect occurs if the search advertisement of a utilitarian product is presented before and if the consumers have better cognitive evaluation. When an experience advertisement is presented before, contrast effect occurs and affective evaluation is reduced. However, when unattractive packaging is presented before, assimilation effect occurs, and cognitive evaluation is increased. When attractive packaging is presented before, the consumers demonstrate a positive cognitive and affective evaluation for the utilitarian product. These findings contribute to a better understanding of the role of presentation order on the consumers’ evaluation of utilitarian products from theoretical and managerial perspectives.     

Attributes of background music and consumers’ responses to TV commercials

This study extends and crystallizes the literature on the effect of background music in the TV advertising setting by focusing on differential effects of attributes of background music on consumers’ attitudes toward TV advertising based on their involvement. The familiarity of background music was more likely to influence attitudes towards advertisement, brand attitudes and purchase intentions in the low-involvement condition, whereas the product fit of background music was more likely to do so in the high-involvement condition. This indicates that effective attributes of background music can be varied according to consumer involvement.     

Visual art in advertising: The effects of utilitarian vs. hedonic product positioning and price information

Recent research has reported that visual artwork used in advertisements or on product packaging affects perceptions of luxury and contributes positively to attitudes toward products. Thus, the use of visual artwork has been recommended to promote products. We investigated the effect of artwork on purchase intentions and identified a co-occurring negative effect via perceptions of expensiveness. Our research indicates that the sign of the overall effect of artwork depends on two moderators. The positive effect via perceptions of luxury exists only for hedonic products but not for utilitarian ones. The negative effect via perceptions of expensiveness only appears when information about the product’s price is not provided to the consumer. Based on our findings, we recommend using art only for hedonic products for which the prices are known.     

A valued agent: How ECAs affect website customers' satisfaction and behaviors

Building on literature related to selling and embodied conversational agents (ECA), this research seeks to determine how the use of an ECA might improve users’ perceptions of shopping value (hedonic and utilitarian) and the consequences for their purchase intentions and satisfaction with the website. This analysis focuses specifically on three ECA usage consequences: playfulness, decision quality, and social presence. Hedonic value mediates the effects of playfulness and social presence on satisfaction and behavioral intentions; utilitarian shopping value mediates the effects of decision quality. The results highlight the importance of accounting for both utilitarian and hedonic features to understand ECA outputs in e-commerce sites.