Inducing Value-Congruent Behavior Through Advertising and the Moderating Role of Attitudes Toward Advertising
Year: 2011
Type: article
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.
Source: Journal of Advertising
Authors: Christine Defever, Mario Pandelaere, Keith Roe
Institutions: KU Leuven, Ghent University
Language: English
Subfield: Social Psychology
Field: Psychology
Domain: Social Sciences
Open Access status: bronze
OpenAlex ID: W2073834885