Title: The impact of value-laden advertisments on consumer values
Authors: Defever, Christine
Pandelaere, Mario #
Issue Date: 2008
Conference: EMAC edition:37 location:Brighton date:27-30 May 2008
Abstract: 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, participants attached more importance to some of the values that were incorporated in the shown advertisements (self-direction or conservation). Moreover, advertising that stressed conservation, enhanced variety-seeking when participants had to put together a basket with non-traditional drinks.
Publication status: published
KU Leuven publication type: IMa
Appears in Collections:Leuven School for Mass Communication Research
# (joint) last author

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