The authors examine how two negative emotions—guilt and shame—influence responses to environmental ad messages framed as gains or losses. In Study 1, participants primed with guilt express higher intention conserve water after they view a gain-framed conservation ad; shame loss-framed ad. 2 replicates supports the proposed matching hypothesis using nonstudent adults. 3, react recycling did in Studies 1 when expend high effort by transcribing recycle pledge before ad, but not low reading...

Purpose The purpose of this paper is to explore the intentions share electronic word-of-mouth (E-WOM) messages on social media websites depending tie strength, perceptions temporal distance and concreteness promotional messages.

Virtual mirror, an increasingly popular application of augmented reality, allows consumers to view their visages overlaid with product images on digital displays. The authors this study examine how reality technology affects consumers' brand perceptions and purchase intentions. Study 1, using a real brand, demonstrates that tend form higher self-brand connections intention when viewing themselves trying via virtual rather than professional models wearing the product. 2, fictitious reveals...

This study establishes that the experience of narrative transportation has a positive influence on viral advertising. The relative strength this relationship, however, depends several boundary conditions associated with paratextual features social networking service (SNS) environments. Specifically, it is stronger if senders and intended receivers have personal ties. Moreover, negatively moderated by advertising disclosure elicits persuasion knowledge. Finally, negative effect knowledge...

Purpose The purpose of this paper is to explore the understudied antecedents moral reasoning and cognitive processes that ultimately shape ethical consumption. theory planned behavior (TPB) socio-intuitionist model are integrated. Holistic, inferential, affective dimensions intuition identified as critical environmental concerns then influence Design/methodology/approach Structural equation modeling used analyze intuitive judgments in 256 US undergraduates. New Ecological Paradigm (NEP)...

The authors conduct two studies to examine artificial intelligence (AI) in creative programmatic contexts. Findings indicate that consumers have equally favorable attitudes toward human-created and Al-created cognitive-oriented advertising, but form lower evaluations of emotion-oriented content. Programmatic ads are effective for rational appeals utilitarian products, ineffective emotional hedonic products. human rather than AI input is needed creating advertisements.

Anthropomorphism and construal level theories provide the bases for two studies showing that when nonprofit charity marketers design artificial intelligence (AI) agents to resemble humans smile like humans, potential donors feel greater psychological closeness are motivated increase charitable giving. Study 1 demonstrates participants willingness donate in response appeals from smiling AI look rather than robots. 2 tend more reaction humanlike (vs. machinelike) broadly slightly or not at...

The research reported in this article examined whether environmental advertisers who use assertive language can expect to have varying persuasive impacts depending on how much effort message recipients invest completing environmentally friendly requests. findings indicate that messages cause individuals show more favorable attitudes and behavioral intentions toward recycling when they significant following the In contrast, nonassertive are effective for little effort. Furthermore, perceived...

Using movie scenes, this study examines how multitasking by viewers influences the product-plot integration effect. Findings indicate that dampens a well-integrated placement's brand-enhancing effect and mitigates an intrusive brand-damaging Well-integrated placement produces assimilation effect, leading to convergence of viewers' attitudes toward placed versus competing brands, while triggers contrast results in divergence these attitudes. Among single-tasking viewers, boomerang decreases...

In three studies, the authors show that Americans and South Koreans react differently to environmental advertising campaigns featuring assertive messages threaten autonomous freedoms. The find...

Abstract Marketers often use green in marketing communications to signal sustainability, despite the lack of supportive data. This article is a report two experiments observe consumer reactions advertisements that colour indicate environmental friendliness. The pretest and Study 1 confirm consumers associate with friendliness grey unfriendliness. Thus (grey) more (less) effective for producing positive ad attitudes purchase intentions. Consumer perceptions regarding appropriateness mediate...

The present research examines how quantitative and qualitative aspects – volume valence of eWOM on various social media platforms in the movie industry, along with other forms marketing communications (e.g. advertising expenditure), predict box office DVD sales for pre- post-periods releases. analysis aggregated big data from multiple sources 65,665,859 postings blogs, forums, news, Twitter, Nielsen's ad expenditure data, Rotten Tomatoes ratings 170 movies—revealed that explanatory power...

This study investigates the relationship between COVID-19 threat and consumer evaluation of a product with authenticity appeals in advertisements. We propose that threatening situations like motivate consumers to lower their uncertainty increase preference for products authentic advertising messages. Because individuals react differently environments according early-life experiences, commonly reflected childhood socioeconomic status, we examined whether status moderates First, secondary data...

Negative consumption experiences adversely influence consumer perceptions of manufacturers and retailers. The author theorizes finds that analytical thinkers are more likely than holistic to attribute the cause negative experience manufacturer, resulting in lower repurchase intention manufacturer brand. In contrast, retailer, at retailer. These findings important marketing managers both ends supply chain—manufacturers retailers—who deal with consumers diverse cultural backgrounds.

The authors examine effects of marketing messages that use text or pictures for advertising durable nondurable products appealing to consumers' perceptions close versus far psychological distance. In three studies, ads featuring (pictures) evoke more favourable attitudes and purchase intentions toward be purchased in the distant (close) future at a location. addition, (nondurable) goods. research shows marketers will most persuasive if they ensure congruence among message formats, product types,

Purpose The authors aim to examine how emojis interact with assertiveness in social media posts encourage engagement and cooperation environmental campaigns. Design/methodology/approach Two experiments were used test three hypotheses. Findings Study 1 shows that when assertive Twitter messages include the smiley-face emoji, study participants indicate stronger behavioral intentions recycle jeans. In 2, sign a petition for reducing plastic pollution (non) Facebook (do not) emojis....

Sukki Yoona, Yeonshin Kimb* & Tae Hyun Baekca Department of Marketing, Bryant University, 1150 Douglas Pike, Smithfield, RI 02917, USAb Business Administration, Myongji 34 Geobukgol-ro, Seodaemun-gu, Seoul, 120-728, South Koreac Integrated Strategic Communication, University Kentucky, Lexington, KY 40506-0042, USA

We investigated how consumer and message characteristics affect the consistency between acceptance purchase intention for green products (viz., gap). Participants were 231 adults who approached in various public places South Korea (e.g., shopping malls). used 2 mock advertisements with fictitious brand names. Our data showed that participants committed to environmentally friendly behaviors, as measured by their past proenvironmental displayed a tighter relationship accepting advertising...

Philanthropic appeals are more persuasive if messages match the processing styles of potential donors. To help marketers design congruent charity appeals, authors conduct two experiments testing a new type congruence: political orientations that determine donor reactions to for alleviating poverty. Korean student samples used in 2 (political orientation: conservatives and liberals) X (causes need: internal/dispositional external/social) between-subjects design. Findings show liberal donors...