Applying regulatory fit theory and cultural values orientation to predict effectiveness of public service advertising appeals
Sign Up to like & getrecommendations! Published in 2021 at "International Review on Public and Nonprofit Marketing"
DOI: 10.1007/s12208-021-00291-6
Abstract: While there is support for regulatory fit theory in predicting the communication effectiveness of promotion-framed and prevention-framed messages in advertisements, it is not certain if the theory can be extended to predict the effectiveness of… read more here.
Keywords: prevention; regulatory fit; theory; promotion ... See more keywords
Examining the impact of differing guilt advertising appeals among the Generation Z cohort
Sign Up to like & getrecommendations! Published in 2021 at "International Review on Public and Nonprofit Marketing"
DOI: 10.1007/s12208-021-00304-4
Abstract: Generation Z (Gen Z), consisting of individuals born between 1995 and 2010, is an important target for nonprofits due to the cohort’s high degree of social consciousness. However, Gen Z consumers are challenging to impact… read more here.
Keywords: impact; advertising appeals; generation; gen ... See more keywords
Close your eyes and open your mind: how closed eyes affect evaluations of utilitarian and hedonic advertising appeals
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DOI: 10.1108/jcm-09-2021-4900
Abstract: Purpose Drawing on embodied cognition and construal level theory perspectives in marketing literature, the purpose of this study is to propose that closed eyes make events appear distant and increase high-level construal and abstract processing,… read more here.
Keywords: construal level; level; close eyes; advertising appeals ... See more keywords
How different advertising appeals (green vs. non-green) impact consumers' willingness to pay a premium for green agricultural products
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DOI: 10.3389/fpsyg.2022.991525
Abstract: Green food has exceptional impacts in addressing food safety and environmental challenges. However, consumers' perception of green food is not substantial, which results in a decline in consumption intention. Since advertising appeals can play a… read more here.
Keywords: agricultural products; pay premium; willingness pay; advertising ... See more keywords