Title: Inducing value-congruent behavior through advertising and the moderating role of attitudes toward advertising
Authors: Defever, Christine ×
Pandelaere, Mario
Roe, Keith #
Issue Date: 2011
Publisher: Board of Directors, American Academy of Advertising
Series Title: Journal of Advertising vol:40 issue:2 pages:25-37
Abstract: Advertisements frequently link values to advertised products or services, but little is known about the effect of this practice on value-driven behavior that is unrelated to the advertising context. Evidence from two studies show that exposure to value-laden advertisements instigates behavior that is congruent with the "advertised" value (i.e., self-direction, security, achievement, or benevolence). Moreover, attitudes toward advertising moderate this effect. To the extent that people value positive aspects or dislike negative aspects of advertising, value-congruent behavior becomes respectively more or less likely following exposure to value-laden ads. The results highlight new aspects of unintended influences of exposure to advertising.
ISSN: 0091-3367
Publication status: published
KU Leuven publication type: IT
Appears in Collections:Leuven School for Mass Communication Research
× corresponding author
# (joint) last author

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