Pub Date : 2023-07-03DOI: 10.1080/10641734.2023.2218420
Marie Haikel-Elsabeh
Abstract Influencer marketing is developing at a fast pace. The metaverse offers new possibilities for brands to initiate influencer marketing. This study employs a qualitative approach. In total, 148 millennials were interviewed on their perceptions, involvement, and interactions with advertising and influencers in the metaverse. The study asked these participants to enter the metaverse; they were then asked questions. The first aim is to comprehend how participants react to advertising in the metaverse. The study differentiates between active participants and those who never entered the metaverse. The second aim is to comprehend whether virtual influencers can yield influence in the metaverse and how they are different from real influencers. Virtual influencers are virtual social robots that represent brands and engage in online sales experiences and/or advertising, and they often perform these tasks on social media platforms. Real influencers are human individuals who develop a large following and are capable of communicating directly with their audience. They often post about their own life experiences, product recommendations, and more. This research broadens the perspective on the metaverse as an influencer advertising medium.
{"title":"Virtual Influencers versus Real Influencers Advertising in the Metaverse, Understanding the Perceptions, and Interactions with Users","authors":"Marie Haikel-Elsabeh","doi":"10.1080/10641734.2023.2218420","DOIUrl":"https://doi.org/10.1080/10641734.2023.2218420","url":null,"abstract":"Abstract Influencer marketing is developing at a fast pace. The metaverse offers new possibilities for brands to initiate influencer marketing. This study employs a qualitative approach. In total, 148 millennials were interviewed on their perceptions, involvement, and interactions with advertising and influencers in the metaverse. The study asked these participants to enter the metaverse; they were then asked questions. The first aim is to comprehend how participants react to advertising in the metaverse. The study differentiates between active participants and those who never entered the metaverse. The second aim is to comprehend whether virtual influencers can yield influence in the metaverse and how they are different from real influencers. Virtual influencers are virtual social robots that represent brands and engage in online sales experiences and/or advertising, and they often perform these tasks on social media platforms. Real influencers are human individuals who develop a large following and are capable of communicating directly with their audience. They often post about their own life experiences, product recommendations, and more. This research broadens the perspective on the metaverse as an influencer advertising medium.","PeriodicalId":43045,"journal":{"name":"Journal of Current Issues and Research In Advertising","volume":null,"pages":null},"PeriodicalIF":3.4,"publicationDate":"2023-07-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42780988","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-05-11DOI: 10.1080/10641734.2023.2199812
Dong Zhang, H. Voorveld, S. C. Boerman
Abstract The present study aims to address (1) the extent to which privacy concerns and online behavioral advertising (OBA) knowledge as consumer characteristics create boundary conditions for the persuasiveness of OBA and (2) if their roles in OBA effects differ for Dutch and Chinese individuals. Results from an online experiment (N = 241) show that OBA is less effective for individuals with high privacy concerns than for individuals with low privacy concerns, while level of OBA knowledge does not influence the positive effects of OBA compared to non-OBA. OBA is also more effective for Dutch consumers than for Chinese consumers, which could be attributed to the finding that Chinese consumers have higher privacy concerns than Dutch consumers.
{"title":"Privacy Concerns Matter, Knowledge Does Not: Investigating Effects of Online Behavioral Advertising among Chinese and Dutch Adults","authors":"Dong Zhang, H. Voorveld, S. C. Boerman","doi":"10.1080/10641734.2023.2199812","DOIUrl":"https://doi.org/10.1080/10641734.2023.2199812","url":null,"abstract":"Abstract The present study aims to address (1) the extent to which privacy concerns and online behavioral advertising (OBA) knowledge as consumer characteristics create boundary conditions for the persuasiveness of OBA and (2) if their roles in OBA effects differ for Dutch and Chinese individuals. Results from an online experiment (N = 241) show that OBA is less effective for individuals with high privacy concerns than for individuals with low privacy concerns, while level of OBA knowledge does not influence the positive effects of OBA compared to non-OBA. OBA is also more effective for Dutch consumers than for Chinese consumers, which could be attributed to the finding that Chinese consumers have higher privacy concerns than Dutch consumers.","PeriodicalId":43045,"journal":{"name":"Journal of Current Issues and Research In Advertising","volume":null,"pages":null},"PeriodicalIF":3.4,"publicationDate":"2023-05-11","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43394946","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-04-03DOI: 10.1080/10641734.2023.2194348
Erin E. Schauster
Abstract The current study is the first to report N2 Defining Issues Test (DIT) moral reasoning scores and life-story interviews of advertising executives perceived as ethical leaders. Combining N2 scores with in-depth moral justifications provides a detailed view of morality to better understand what normatively appropriate behavior is, both in and outside of advertising, and how it develops. Scores reflect the preference to apply universal moral principles, especially when depicting strategic communication scenarios, yet there is less preference for universal moral reasoning when personal interest justifications are also considered. Life stories provide evidence of introspection and growth in response to adversity and ethical breaches; situational moral reasoning reflective of the human-centric, empathetic, and interpersonal nature of advertising; and a desire to do social good representative of empathy in action.
{"title":"Beyond Moral Reasoning Scores: Life Story Interviews and the Interpersonal Nature of Advertising","authors":"Erin E. Schauster","doi":"10.1080/10641734.2023.2194348","DOIUrl":"https://doi.org/10.1080/10641734.2023.2194348","url":null,"abstract":"Abstract The current study is the first to report N2 Defining Issues Test (DIT) moral reasoning scores and life-story interviews of advertising executives perceived as ethical leaders. Combining N2 scores with in-depth moral justifications provides a detailed view of morality to better understand what normatively appropriate behavior is, both in and outside of advertising, and how it develops. Scores reflect the preference to apply universal moral principles, especially when depicting strategic communication scenarios, yet there is less preference for universal moral reasoning when personal interest justifications are also considered. Life stories provide evidence of introspection and growth in response to adversity and ethical breaches; situational moral reasoning reflective of the human-centric, empathetic, and interpersonal nature of advertising; and a desire to do social good representative of empathy in action.","PeriodicalId":43045,"journal":{"name":"Journal of Current Issues and Research In Advertising","volume":null,"pages":null},"PeriodicalIF":3.4,"publicationDate":"2023-04-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47270665","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-03-28DOI: 10.1080/10641734.2023.2191117
Minseong Kim, Jihye Kim
Abstract The purposes of this study are to examine the effects of relational bonds (i.e., financial, social, and structural) on two aspects of members’ trust toward their online gaming community (i.e., cognitive and affective); to investigate the interrelationship between two aspects of trust and members’ trust toward brands the online gaming community advertises based on the trust transfer theory; and to test the impacts of two aspects of trust and brand trust on purchase intentions. To do so, this study collects data from League of Legends (LoL) video-game users in the United States who have been involved in the LoL Inven community as members. The empirical findings indicate that cognitive trust toward an online gaming community is significantly influenced by financial bonds, while affective trust toward an online gaming community is significantly impacted by financial, social, and structural bonds. In addition, cognitive trust has significant effects on affective trust and brand trust, and affective trust significantly influences brand trust, resulting in a higher level of purchase intentions among online gaming community members. Based on the empirical findings, this study has theoretical and managerial implications for advertising strategies in the online environment.
{"title":"How an Online Gaming Community Advertises Brands to Members: The Roles of Relational Bonds and Trust Transfer","authors":"Minseong Kim, Jihye Kim","doi":"10.1080/10641734.2023.2191117","DOIUrl":"https://doi.org/10.1080/10641734.2023.2191117","url":null,"abstract":"Abstract The purposes of this study are to examine the effects of relational bonds (i.e., financial, social, and structural) on two aspects of members’ trust toward their online gaming community (i.e., cognitive and affective); to investigate the interrelationship between two aspects of trust and members’ trust toward brands the online gaming community advertises based on the trust transfer theory; and to test the impacts of two aspects of trust and brand trust on purchase intentions. To do so, this study collects data from League of Legends (LoL) video-game users in the United States who have been involved in the LoL Inven community as members. The empirical findings indicate that cognitive trust toward an online gaming community is significantly influenced by financial bonds, while affective trust toward an online gaming community is significantly impacted by financial, social, and structural bonds. In addition, cognitive trust has significant effects on affective trust and brand trust, and affective trust significantly influences brand trust, resulting in a higher level of purchase intentions among online gaming community members. Based on the empirical findings, this study has theoretical and managerial implications for advertising strategies in the online environment.","PeriodicalId":43045,"journal":{"name":"Journal of Current Issues and Research In Advertising","volume":null,"pages":null},"PeriodicalIF":3.4,"publicationDate":"2023-03-28","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47002154","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-01-19DOI: 10.1080/10641734.2022.2153949
George Anghelcev, Sela Sar, Jas L. Moultrie, S. Naqvi
Abstract Advertising departments in universities worldwide must grapple with a fast-changing industry that continues to redefine itself amid technological change and disruption. It is a reality that has prompted extensive discussion among researchers, educators, administrators, and advertising practitioners. There have been workshops addressing the need to consider the skills and qualifications of the contemporary advertising professor. However, left out of the conversation are the students, and thus their expectations about their instructors remain largely unknown. How do students imagine the ideal advertising professor? What qualities are they looking for? What do they want to learn, and how do they envision their relationship with their advertising professors? We explored students’ mindset using the Zaltman Metaphor Elicitation Technique (ZMET), obtaining rich insight into their thoughts, feelings, and expectations about the ideal advertising professor. The study can serve as a tool of reflection for advertising educators about their teaching practices, and of assessment for advertising departments during hiring and promotion.
{"title":"The Ideal Advertising Professor: A ZMET-Based Inquiry","authors":"George Anghelcev, Sela Sar, Jas L. Moultrie, S. Naqvi","doi":"10.1080/10641734.2022.2153949","DOIUrl":"https://doi.org/10.1080/10641734.2022.2153949","url":null,"abstract":"Abstract Advertising departments in universities worldwide must grapple with a fast-changing industry that continues to redefine itself amid technological change and disruption. It is a reality that has prompted extensive discussion among researchers, educators, administrators, and advertising practitioners. There have been workshops addressing the need to consider the skills and qualifications of the contemporary advertising professor. However, left out of the conversation are the students, and thus their expectations about their instructors remain largely unknown. How do students imagine the ideal advertising professor? What qualities are they looking for? What do they want to learn, and how do they envision their relationship with their advertising professors? We explored students’ mindset using the Zaltman Metaphor Elicitation Technique (ZMET), obtaining rich insight into their thoughts, feelings, and expectations about the ideal advertising professor. The study can serve as a tool of reflection for advertising educators about their teaching practices, and of assessment for advertising departments during hiring and promotion.","PeriodicalId":43045,"journal":{"name":"Journal of Current Issues and Research In Advertising","volume":null,"pages":null},"PeriodicalIF":3.4,"publicationDate":"2023-01-19","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47561975","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-01-13DOI: 10.1080/10641734.2022.2155890
Teresa Tackett
Abstract Gender disparity continues to permeate the advertising industry, with only 11% of creative directors in agencies being women. This study uses textual analysis to examine how Ad Age’s Agency A-List annual award recipients’ websites are encoded with messages of deep-level diversity attributes (e.g., attitude, beliefs, values) despite lacking surface-level diversity attributes (e.g., gender) among the agency winners’ creative teams. Forty-eight agency webpages were analyzed using constant comparative data analysis, illuminating award-winning agencies’ communicative processes to position their advertising teams’ creativity on their websites. Themes included (a) positioning the team as experts; (b) championing disruption; (c) committing to change; and (d) seeking and rewarding grandiosity.
{"title":"A Textual Analysis of Gender Diversity and Creativity in Award-Winning Agencies’ Self-Representations","authors":"Teresa Tackett","doi":"10.1080/10641734.2022.2155890","DOIUrl":"https://doi.org/10.1080/10641734.2022.2155890","url":null,"abstract":"Abstract Gender disparity continues to permeate the advertising industry, with only 11% of creative directors in agencies being women. This study uses textual analysis to examine how Ad Age’s Agency A-List annual award recipients’ websites are encoded with messages of deep-level diversity attributes (e.g., attitude, beliefs, values) despite lacking surface-level diversity attributes (e.g., gender) among the agency winners’ creative teams. Forty-eight agency webpages were analyzed using constant comparative data analysis, illuminating award-winning agencies’ communicative processes to position their advertising teams’ creativity on their websites. Themes included (a) positioning the team as experts; (b) championing disruption; (c) committing to change; and (d) seeking and rewarding grandiosity.","PeriodicalId":43045,"journal":{"name":"Journal of Current Issues and Research In Advertising","volume":null,"pages":null},"PeriodicalIF":3.4,"publicationDate":"2023-01-13","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47687208","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-01-09DOI: 10.1080/10641734.2022.2155891
Y. Chung, S. S. Lee, E. Kim
Abstract Brands and digital marketing rely on influencers more than ever. As the marketing landscape for social media influencers quickly changes, policies and regulations require standardized sponsorship disclosures. This study examined the effectiveness of three different types of sponsorship disclosure—no disclosure, implicit disclosure, and explicit (standardized) disclosure. This study also compared three different types of influencers and their effectiveness as endorsers: a celebrity, a micro-influencer, and a layperson. The results of an online experiment showed that the presence of sponsorship disclosure and explicit disclosure successfully activated consumers’ conceptual persuasion knowledge, which leads to diminished message credibility, engagement, product attitude, and purchase intention. Furthermore, the results show that a layperson is the most influential endorser; celebrities and micro-celebrities were indifferent as influencers.
{"title":"The Effects of Influencer Types and Sponsorship Disclosure in Instagram Sponsored Posts","authors":"Y. Chung, S. S. Lee, E. Kim","doi":"10.1080/10641734.2022.2155891","DOIUrl":"https://doi.org/10.1080/10641734.2022.2155891","url":null,"abstract":"Abstract Brands and digital marketing rely on influencers more than ever. As the marketing landscape for social media influencers quickly changes, policies and regulations require standardized sponsorship disclosures. This study examined the effectiveness of three different types of sponsorship disclosure—no disclosure, implicit disclosure, and explicit (standardized) disclosure. This study also compared three different types of influencers and their effectiveness as endorsers: a celebrity, a micro-influencer, and a layperson. The results of an online experiment showed that the presence of sponsorship disclosure and explicit disclosure successfully activated consumers’ conceptual persuasion knowledge, which leads to diminished message credibility, engagement, product attitude, and purchase intention. Furthermore, the results show that a layperson is the most influential endorser; celebrities and micro-celebrities were indifferent as influencers.","PeriodicalId":43045,"journal":{"name":"Journal of Current Issues and Research In Advertising","volume":null,"pages":null},"PeriodicalIF":3.4,"publicationDate":"2023-01-09","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41942065","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-01-06DOI: 10.1080/10641734.2022.2153392
Amanda S. Bradshaw
Abstract Two studies in this line of research explored paid vaccine-related advertisements on Facebook from March to May 2020 at the outset of COVID-19 and how this content could influence message sharing. Study 1 included a framing analysis of vaccine ads collected from the Facebook Ad Library. Overarching pro-vaccine frames included: (i) support for vaccines and (ii2) dual benefits – individual and community protection. On the other hand, anti-vaccine messages emphasized the necessity of individual liberty. COVID-19-specific frames included (i) vaccine development and politicization and (ii2) the pandemic as a tangible backdrop to illustrate the need for vaccines, holistically. Study 2 included interviews with vaccine-accepting mothers to understand their perceptions of the most prevalent ad frames identified in Study 1, through the lens of Source Credibility Theory, and their willingness to share these messages. Five overarching themes emerged. Relevant credibility cues included sponsor, image selection, spokesperson, wording, and attitude homophily. Key findings for advertising practitioners and public health communicators include the politicization of vaccines on Facebook, the need for neutral, credible sources and medical provider buy-in, and the need for a change in message emphasis. Notably, this research highlights the critical role of advertising platform selection to effectively promote vaccines on social media.
{"title":"To Share or Not to Share: A Framing Analysis of Paid Vaccine Advertisements on Facebook during COVID-19 and Pro-Vaccine Mothers’ Willingness to Promote Vaccines within Their Peer Networks","authors":"Amanda S. Bradshaw","doi":"10.1080/10641734.2022.2153392","DOIUrl":"https://doi.org/10.1080/10641734.2022.2153392","url":null,"abstract":"Abstract Two studies in this line of research explored paid vaccine-related advertisements on Facebook from March to May 2020 at the outset of COVID-19 and how this content could influence message sharing. Study 1 included a framing analysis of vaccine ads collected from the Facebook Ad Library. Overarching pro-vaccine frames included: (i) support for vaccines and (ii2) dual benefits – individual and community protection. On the other hand, anti-vaccine messages emphasized the necessity of individual liberty. COVID-19-specific frames included (i) vaccine development and politicization and (ii2) the pandemic as a tangible backdrop to illustrate the need for vaccines, holistically. Study 2 included interviews with vaccine-accepting mothers to understand their perceptions of the most prevalent ad frames identified in Study 1, through the lens of Source Credibility Theory, and their willingness to share these messages. Five overarching themes emerged. Relevant credibility cues included sponsor, image selection, spokesperson, wording, and attitude homophily. Key findings for advertising practitioners and public health communicators include the politicization of vaccines on Facebook, the need for neutral, credible sources and medical provider buy-in, and the need for a change in message emphasis. Notably, this research highlights the critical role of advertising platform selection to effectively promote vaccines on social media.","PeriodicalId":43045,"journal":{"name":"Journal of Current Issues and Research In Advertising","volume":null,"pages":null},"PeriodicalIF":3.4,"publicationDate":"2023-01-06","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46714985","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-12-09DOI: 10.1080/10641734.2022.2149640
Cynthia R. Morton, N. Dodoo, J. Villegas, Sophia Mueller, Hyeonjeen Chang
Abstract This research explores normative beliefs advocated in the earliest stage of the COVID-19 public health crisis. The exploration utilizes Tight-Loose Theory and Hofstede’s dimensions as frameworks to analyze N = 377 COVID-centered ads run from March to June 2020. The findings from this research support the presence of both tight and loose orientations in ads dedicated to COVID-19 messaging. The outcome is contrary to what one might expect in the US, a country where a loose orientation generally dominates societal norms. This research establishes a benchmark for comparison with the evolutionary stages of branded messages related to COVID-19.
{"title":"Advertising in the Times of COVID: A Tight-Loose Analysis of Pandemic-Related TV Commercials","authors":"Cynthia R. Morton, N. Dodoo, J. Villegas, Sophia Mueller, Hyeonjeen Chang","doi":"10.1080/10641734.2022.2149640","DOIUrl":"https://doi.org/10.1080/10641734.2022.2149640","url":null,"abstract":"Abstract This research explores normative beliefs advocated in the earliest stage of the COVID-19 public health crisis. The exploration utilizes Tight-Loose Theory and Hofstede’s dimensions as frameworks to analyze N = 377 COVID-centered ads run from March to June 2020. The findings from this research support the presence of both tight and loose orientations in ads dedicated to COVID-19 messaging. The outcome is contrary to what one might expect in the US, a country where a loose orientation generally dominates societal norms. This research establishes a benchmark for comparison with the evolutionary stages of branded messages related to COVID-19.","PeriodicalId":43045,"journal":{"name":"Journal of Current Issues and Research In Advertising","volume":null,"pages":null},"PeriodicalIF":3.4,"publicationDate":"2022-12-09","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48675881","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-10-26DOI: 10.1080/10641734.2022.2130483
Deena Kemp
Abstract Disgust-evoking imagery is often used in charity advertising. Although research suggests disgust has negative effects on prosocial behavior, few studies examine charity appeals. The current two-factor, between-participants experiment compared immediate and delayed responses to disgust versus nondisgust appeals. Immediately following exposure, disgust reduced self-reported message attention and empathy. Yet participants exposed to disgust anticipated greater difficulty forgetting the message, which motivated immediate giving, and they reported thinking about the message more following exposure, which motivated delayed giving. Empathy remained relatively stable under disgust, exceeding the comparison condition over time. Results suggest a nuanced process whereby disgust affects charitable behavior.
{"title":"Empathy or Escape? Examining Alternative Mechanisms Underlying Responses to Disgust-Evoking Charity Appeals Over Time","authors":"Deena Kemp","doi":"10.1080/10641734.2022.2130483","DOIUrl":"https://doi.org/10.1080/10641734.2022.2130483","url":null,"abstract":"Abstract Disgust-evoking imagery is often used in charity advertising. Although research suggests disgust has negative effects on prosocial behavior, few studies examine charity appeals. The current two-factor, between-participants experiment compared immediate and delayed responses to disgust versus nondisgust appeals. Immediately following exposure, disgust reduced self-reported message attention and empathy. Yet participants exposed to disgust anticipated greater difficulty forgetting the message, which motivated immediate giving, and they reported thinking about the message more following exposure, which motivated delayed giving. Empathy remained relatively stable under disgust, exceeding the comparison condition over time. Results suggest a nuanced process whereby disgust affects charitable behavior.","PeriodicalId":43045,"journal":{"name":"Journal of Current Issues and Research In Advertising","volume":null,"pages":null},"PeriodicalIF":3.4,"publicationDate":"2022-10-26","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42262060","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
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