Title: The impact of the level of threat and self-efficacy on consumer responses for commercial products: The moderating role of self-esteem
Authors: Faseur, Tine
Cauberghe, Verolien
Cornelis, Erlinde
Claeys, An-Sofie
Issue Date: 2011
Conference: International Conference on Research in Advertising (ICORIA) edition:10 location:Berlin, Germany date:June, 2011
Abstract: Where the use and effectiveness of threat appeals has been investigated extensively in social marketing, this study focuses on the impact of social threat appeals in a commercial setting (ad for deodorant). The study investigates the moderating impact of self-esteem on the appraisal of threat and efficacy evoked by a message and on the interaction effect of self-efficacy and level of social threat on brand attitude and purchase intention. Results show that, contrary to previous findings, high threat appeals can be effective for low self-esteem people, but only when self-efficacy is increased explicitly in the message.
Publication status: published
KU Leuven publication type: IMa
Appears in Collections:Institute for Media Studies
Research Centre for Work and Organisation Studies (WOS Bxl), Campus Brussels
Faculty of Economics and Business (FEB) - miscellaneous

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