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The Impact Of Associative Advertising On Personal Values And Behavior

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  • C. DEFEVER
  • M. PANDELAERE
  • K. ROE

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, exposure to advertisements featuring benevolence (versus exposure to achievement-oriented ads) increased participants’ interest in blood donation and decreased their endurance in a difficult word puzzle task. The influence was even stronger for participants who perceived advertising as a source of information.

Suggested Citation

  • C. Defever & M. Pandelaere & K. Roe, 2008. "The Impact Of Associative Advertising On Personal Values And Behavior," Working Papers of Faculty of Economics and Business Administration, Ghent University, Belgium 08/548, Ghent University, Faculty of Economics and Business Administration.
    • Handle: RePEc:rug:rugwps:08/548
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    File URL: http://wps-feb.ugent.be/Papers/wp_08_548.pdf
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    References listed on IDEAS

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