EMAC edition:37 location:Brighton date:27-30 May 2008
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.