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Should Donation Ads Include Happy Victim Images? The Moderating Role Of Regulatory Focus, Yael Zemack-Rugar, Sona Klucarova
Should Donation Ads Include Happy Victim Images? The Moderating Role Of Regulatory Focus, Yael Zemack-Rugar, Sona Klucarova
Marketing & Entrepreneurship Faculty Publications
We examine how victim imagery interacts with ad messaging’s regulatory focus to determine the effectiveness of donation appeals. We predict and show that ads that combine a happy victim image with a promotion-focused message uniquely increase donation intentions. We demonstrate that this occurs because the combination of promotion-focused messaging, which makes gain goals salient, and a happy victim image, which signals gains are occurring, increases consumers’ perceived response efficacy. Four studies test the interaction of victim imagery and regulatory focus showing the predicted effect. We also test the mediating role of perceived response efficacy and rule out several alternative explanations. …
Investigating The Portrayal And Influence Of Sustainability Claims In An Environmental Advertising Context, Shannon Cummins, Timothy M. Reilly, Les Carlson, Stephen J. Grove, Michael J. Dorsch
Investigating The Portrayal And Influence Of Sustainability Claims In An Environmental Advertising Context, Shannon Cummins, Timothy M. Reilly, Les Carlson, Stephen J. Grove, Michael J. Dorsch
Marketing & Entrepreneurship Faculty Publications
The ability of consumer judges to identify sustainable messages in environmental advertising and the effect of these messages is explored. A content analysis provides insight into these judges’ perceptions of the depth of environmental advertising messages. An experiment investigates the influence of sustainable messages and includes collection of cognitive response data to evaluate the cognitive dimension of sustainability messages. Content analysis results suggest that sustainability messages may influence how environmental advertisements are perceived. These findings are supported by the cognitive response data, which shows cognitive differences across advertisements, and the experimental manipulation that suggests sustainable ads may be more involving …