Appeals in environmental advertising often refer to the caring aspect of the eco-friendly behavior they promote, such as “Take care of our planet.” Being caring, however, is perceived as feminine, and associations with femininity can constitute a barrier to ecofriendly decisions among men, especially among young men who tend to be the least eco-friendly individuals. The experiment presented in this paper was focused on young adults. When decision involvement was low, a care appeal, compared with a gender-neutral physical activity appeal, decreased eco-friendly intentions among males. Perceived self-congruence mediated the effect. This research recommends green appeals that are perceived as gender neutral.
{"title":"Advertising Eco-Friendly Behavior To Young Adults: “Sweat” or “Do Good”?","authors":"Sandra Praxmarer-Carus, Constanze Gathen","doi":"10.2501/jar-2023-018","DOIUrl":"https://doi.org/10.2501/jar-2023-018","url":null,"abstract":"Appeals in environmental advertising often refer to the caring aspect of the eco-friendly behavior they promote, such as “Take care of our planet.” Being caring, however, is perceived as feminine, and associations with femininity can constitute a barrier to ecofriendly decisions among men, especially among young men who tend to be the least eco-friendly individuals. The experiment presented in this paper was focused on young adults. When decision involvement was low, a care appeal, compared with a gender-neutral physical activity appeal, decreased eco-friendly intentions among males. Perceived self-congruence mediated the effect. This research recommends green appeals that are perceived as gender neutral.","PeriodicalId":51400,"journal":{"name":"Journal of Advertising Research","volume":"17 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-09-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135248664","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Following an innovative large-scale field experiment, this study measures the extent of the spillover effect through social influence in a social advertising campaign. Results show that, even when the campaign does not have a significant direct effect on targeted customers, it still creates a significant spillover effect on targets’ peers because of social influence. The spillover effect is achieved through weak ties (acquaintances) rather than strong ones (close relationships). For social advertising, it may be more effective to target those with broad weak connections rather than those with strong ties.
{"title":"Beyond the Targeted Customer: Spillover Effect through Social Influence","authors":"Zhen-zhen Wang, Zhihua Zhu, Xiaoke Xu, Naipeng Chao","doi":"10.2501/jar-2023-016","DOIUrl":"https://doi.org/10.2501/jar-2023-016","url":null,"abstract":"Following an innovative large-scale field experiment, this study measures the extent of the spillover effect through social influence in a social advertising campaign. Results show that, even when the campaign does not have a significant direct effect on targeted customers, it still creates a significant spillover effect on targets’ peers because of social influence. The spillover effect is achieved through weak ties (acquaintances) rather than strong ones (close relationships). For social advertising, it may be more effective to target those with broad weak connections rather than those with strong ties.","PeriodicalId":51400,"journal":{"name":"Journal of Advertising Research","volume":"63 1","pages":"221 - 235"},"PeriodicalIF":2.5,"publicationDate":"2023-08-21","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43238275","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
This study investigates the effects of advertising appeals on consumers’ intentions to purchase environmentally friendly products and services. Specifically, the authors focus on the moderating roles of product facial expressions. Three between-subjects experiments were conducted to reveal the underlying mechanism. Results indicate that, for functional (versus emotional) appeals, positive (versus negative) facial expressions combined with utilitarian (versus hedonic) products are more likely to elicit higher green purchase intention. In these interactions, processing fluency and greenwashing perception play mediating roles.
{"title":"Do Consumers Prefer Sad Faces On Eco-Friendly Products?","authors":"Ke Zhang, Siqi Wang, Huan Yang, Long Chen","doi":"10.2501/jar-2023-015","DOIUrl":"https://doi.org/10.2501/jar-2023-015","url":null,"abstract":"This study investigates the effects of advertising appeals on consumers’ intentions to purchase environmentally friendly products and services. Specifically, the authors focus on the moderating roles of product facial expressions. Three between-subjects experiments were conducted to reveal the underlying mechanism. Results indicate that, for functional (versus emotional) appeals, positive (versus negative) facial expressions combined with utilitarian (versus hedonic) products are more likely to elicit higher green purchase intention. In these interactions, processing fluency and greenwashing perception play mediating roles.","PeriodicalId":51400,"journal":{"name":"Journal of Advertising Research","volume":"63 1","pages":"274 - 289"},"PeriodicalIF":2.5,"publicationDate":"2023-07-24","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45858462","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-06-30DOI: 10.16914/ar.2023.137.101
Ying Chen, Sungwook Hwang, M. Kang, Chang shik Choi
{"title":"The Effect of Subject and Method on Celebrity Charitable Donation Campaigns: Comparison of Altruistic Attribution, Authenticity Awareness, and Intention to Participate in the Campaign Before and After COVID-19","authors":"Ying Chen, Sungwook Hwang, M. Kang, Chang shik Choi","doi":"10.16914/ar.2023.137.101","DOIUrl":"https://doi.org/10.16914/ar.2023.137.101","url":null,"abstract":"","PeriodicalId":51400,"journal":{"name":"Journal of Advertising Research","volume":"46 1","pages":""},"PeriodicalIF":2.5,"publicationDate":"2023-06-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"86107781","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
{"title":"The Role of Brand Engagement: Focusing on Adolescents’ Virtual Character Experience","authors":"J. Ko, Byeng-Hee Chang","doi":"10.16914/ar.2023.137.75","DOIUrl":"https://doi.org/10.16914/ar.2023.137.75","url":null,"abstract":"","PeriodicalId":51400,"journal":{"name":"Journal of Advertising Research","volume":"35 1","pages":""},"PeriodicalIF":2.5,"publicationDate":"2023-06-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"89530330","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-06-30DOI: 10.16914/ar.2023.137.227
Minhwa Jung, Se-Hoon Jeong
{"title":"Effects of Temporal and Hypothetical Distance in Corporate ESG Messages: Interactions among Temporal Distance, Hypothetical Distance, and ESG Factors","authors":"Minhwa Jung, Se-Hoon Jeong","doi":"10.16914/ar.2023.137.227","DOIUrl":"https://doi.org/10.16914/ar.2023.137.227","url":null,"abstract":"","PeriodicalId":51400,"journal":{"name":"Journal of Advertising Research","volume":"17 1","pages":""},"PeriodicalIF":2.5,"publicationDate":"2023-06-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"87491496","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
{"title":"Chinese Consumers\" Intentions to Use Unmanned Food Delivery Services: Focusing on the Innovation Resistance Theory","authors":"Zimo Guo, Eunkyoung Han","doi":"10.16914/ar.2023.137.5","DOIUrl":"https://doi.org/10.16914/ar.2023.137.5","url":null,"abstract":"","PeriodicalId":51400,"journal":{"name":"Journal of Advertising Research","volume":"275 1","pages":""},"PeriodicalIF":2.5,"publicationDate":"2023-06-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"80028475","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Rossiter Johnson, Clay M. Voorhees, F. Khodakarami
Brand safety refers to the strategies that brands undertake to avoid their advertisements being associated with negative content on the Internet. The current article provides a first look at this practice, through a managerial survey, and then validates advertisers’ concerns through an online experiment. In doing so, the authors provide a formal definition of brand safety and detail the prevalence of brand safety concerns among advertising managers. This study presents evidence that brands are at risk when their advertisements are displayed next to negative content and that consumers’ perceptions of brand equity, attitudinal loyalty, and willingness to pay for a brand decrease.
{"title":"Is Your Brand Protected?","authors":"Rossiter Johnson, Clay M. Voorhees, F. Khodakarami","doi":"10.2501/jar-2023-013","DOIUrl":"https://doi.org/10.2501/jar-2023-013","url":null,"abstract":"Brand safety refers to the strategies that brands undertake to avoid their advertisements being associated with negative content on the Internet. The current article provides a first look at this practice, through a managerial survey, and then validates advertisers’ concerns through an online experiment. In doing so, the authors provide a formal definition of brand safety and detail the prevalence of brand safety concerns among advertising managers. This study presents evidence that brands are at risk when their advertisements are displayed next to negative content and that consumers’ perceptions of brand equity, attitudinal loyalty, and willingness to pay for a brand decrease.","PeriodicalId":51400,"journal":{"name":"Journal of Advertising Research","volume":"63 1","pages":"205 - 220"},"PeriodicalIF":2.5,"publicationDate":"2023-06-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44889029","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
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