Ad creativity in a negative context: How a thanking message frame enhances purchase intention in times of crisis

Demsar, Vlad; Sands, Sean; Rosengren, Sara; Campbell, Colin

doi:10.1016/j.jretconser.2021.102825

Cited by 13 publications

(8 citation statements)

References 71 publications

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“…The variable originality has been widely examined, in different contexts, in the literature. It has been identified as a direct antecedent of intention to buy products (Demsar et al, 2022) and intention to promote them through WOM (Moldovan et al, 2011). Followers on TikTok want to be aware of the latest trends, to view original and innovative content so they miss nothing, to be fashionable and to give a good impression: thus, original content promotes their intention to follow the influencer's account and advice.…”

Section: Perceived Originalitymentioning

confidence: 99%

Influencer marketing on TikTok: The effectiveness of humor and followers’ hedonic experience

Barta

Belanche

Fernández

et al. 2023

Journal of Retailing and Consumer Services

123

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Section: Perceived Originalitymentioning

confidence: 99%

Influencer marketing on TikTok: The effectiveness of humor and followers’ hedonic experience

Barta

Belanche

Fernández

et al. 2023

Journal of Retailing and Consumer Services

123

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“…Furthermore, the prominence of the Governance theme is consistent with research that identifies that cannabis legalization is primarily viewed through a legal or policy-related lens (Kim & Kim, 2018; McGinty et al, 2016). With media framing investigating how audiences understand or evaluate specific topics because of how its presented (Demsar et al, 2022; Gounder & Ameer, 2018; Tuchman, 2002), the way the public will understand the opinions and actions on cannabis legalization is no longer focused on the negative effects of cannabis consumptions. With frame settings being reported to shift the attitudes and beliefs that individuals have around certain reported topics, there is a strong movement toward greater acceptance of more liberal views on cannabis.…”

Section: Discussionmentioning

confidence: 99%

“…Specifically, media framing investigates how audiences understand or evaluate specific topics because of how it is presented (Demsar et al, 2022;Gounder & Ameer, 2018;Tuchman, 2002). As a result, the way that people frame their understanding, opinions, and actions on topics is, in part, shaped by the media they consume (Arora et al, 2019;Demsar et al, 2022). The seminal work by Goffman (1974) identifies that the value of frames is rooted in their ability to help individuals better understand societal complexities (Ardèvol-Abreu, 2015).…”

Section: Framing Theorymentioning

confidence: 99%

“…While agenda-setting theory is concerned with the amount of repeated exposure to a reported topic, media framing focuses on the media’s influence on its audiences. Specifically, media framing investigates how audiences understand or evaluate specific topics because of how it is presented (Demsar et al, 2022; Gounder & Ameer, 2018; Tuchman, 2002). As a result, the way that people frame their understanding, opinions, and actions on topics is, in part, shaped by the media they consume (Arora et al, 2019; Demsar et al, 2022).…”

Section: Research Context and Theoretical Frameworkmentioning

confidence: 99%

See 1 more Smart Citation

Rollin’ papers: Newspaper coverage of cannabis legalization in Canada

Aversa¹,

Cleave²,

Jacobson³

et al. 2023

Newspaper Research Journal

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With Canada becoming the first G20 country to legalize the recreational use of cannabis, there has been increasing interest in the emergence of this new marketplace. Newspaper framing helps to shape public opinion on legalization and news sources play a role in determining how the public perceives the use of cannabis. This research analyzes how mainstream newspapers reported on the legalization of recreational cannabis in Canada in the years before and after legalization (between 2016 and 2019). Using a content analysis of 1,390 cannabis-related articles, 11 dominant reporting themes are identified. Over time, there was a shift from negative and sensationalist cannabis news coverage toward more balanced and progressive framing. The findings identify the influence of editorial political stance on thematic coverage.

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“…Importantly, prior research shows that consumers draw inferences about intrinsic and extrinsic firm motivations (Ellen, 2006; Foreh & Grier, 2003), and that extrinsic attributions can negatively impact consumer evaluations of the brand (Campbell & Kirmani, 2000; Ellen et al, 2000; Forehand, 2000; Webb & Mohr, 1998). When underlying motives can be called into question (Holt, 2002) they may be met with skepticism and accusations of moral grandstanding (Demsar et al, 2022). In the context of diversity representation that is AI‐generated, consumers may perceive the motivation to be extrinsic, which may in turn amplify consumers' experience of threat to their social identity.…”

Section: Key Literaturementioning

confidence: 99%

Inauthentic inclusion: Exploring how intention to use AI‐generated diverse models can backfire

Sands,

Demsar,

Ferraro

et al. 2024

Psychology and Marketing

Self Cite

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Rapid advances in AI technology have important implications for, and effects on, brands and advertisers. Increasingly, brands are creating digital models to showcase clothing and accessories in a similar way to human models, with AI used to customize various body types, ages, sizes, and skin tones. However, little is known about how the underrepresented consumers respond to a brand's intention to use AI‐generated models to represent them. We explore this by conducting four studies. We find evidence that a brand's intention to use AI‐generated (vs. human) models negatively affects brand attitude (study 1). We further investigate this effect using two different underrepresented consumer groups: LGBTQIA+ consumers (study 2) and consumers with disabilities (study 3). We show the effect to be serially mediated by consumers' perception of greater threat to their self‐identity and a lower sense of belonging, subsequently having a negative effect on brand attitude. Finally, we show that the perception of a brand's motivation for representing diverse consumer groups can attenuate these negative effects (study 4). Specifically, when consumers believe a brand is intrinsically motivated to use AI‐generated diversity representations, they report a significantly lower social identity threat which in turn is associated with a significantly higher sense of belonging to the brand. Our research findings suggest that a brand's well‐meaning intentions to represent diversity can in fact have negative effects on the very consumers whom a brand is trying to attract. While catering to diversity is of critical importance, our results indicate that brand managers should exercise caution when using AI to appeal to diverse groups of potential consumers.

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Ad creativity in a negative context: How a thanking message frame enhances purchase intention in times of crisis

Cited by 13 publications

References 71 publications

Influencer marketing on TikTok: The effectiveness of humor and followers’ hedonic experience

Influencer marketing on TikTok: The effectiveness of humor and followers’ hedonic experience

Rollin’ papers: Newspaper coverage of cannabis legalization in Canada

Inauthentic inclusion: Exploring how intention to use AI‐generated diverse models can backfire

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