English, Article, Journal or magazine article edition: THE IMPACT OF ASSOCIATIVE ADVERTISING ON PERSONAL VALUES AND BEHAVIOR C. DEFEVER; M. PANDELAERE; K. ROE

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Bookmark: http://trove.nla.gov.au/version/14836
Physical Description
  • preprint
Language
  • English

Edition details

Title
  • THE IMPACT OF ASSOCIATIVE ADVERTISING ON PERSONAL VALUES AND BEHAVIOR
Author
  • C. DEFEVER
  • M. PANDELAERE
  • K. ROE
Physical Description
  • preprint
Notes
  • 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.
  • RePEc:rug:rugwps:08/​548
Language
  • English
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