Assertive Environmental Advertising and Reactance: Differences Between South Koreans and Americans

Kim, Yeonshin; Baek, Tae Hyun; Yoon, Sukki; Oh, Sangdo; Choi, Yung Kyun

doi:10.1080/00913367.2017.1361878

Cited by 55 publications

(73 citation statements)

References 55 publications

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“…To aid in realism and to encourage viewing of the stimuli in a more naturalistic manner, the focal advertisement was embedded among two articles and another advertisement. This design is consistent with past research (Chang, ; Kim et al, ). Specifically, participants were informed that they would be viewing excerpts from a local business magazine and that the magazine was attempting to appeal to college students and recent graduates and, thus, their opinions on the magazine were being collected.…”

Section: Studysupporting

confidence: 91%

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Beyond endorsements: The effect of celebrity Creative Directors on consumers’ attitudes toward the advertisement

Fowler

Thomas

2019

Psychology and Marketing

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Marketers are beginning to expand the roles that celebrities play in support of brands. Connections now go beyond the typical endorsement relationship to employing celebrities as Creative Directors. Study 1 demonstrates celebrity Creative Directors, as opposed to merely endorsers, result in increased attitudes toward the advertisement; an effect mediated by consumer perceptions of celebrity expertize and attenuated by skepticism toward advertising. Study 2 further investigates this phenomenon by considering whether it is the title of Creative Director that results in increased attitudes toward the advertisement or if consumers need to be made aware of the responsibilities associated with such a role. Results from Study 2 suggest that merely bestowing a celebrity with the title of Creative Director is not sufficient to enhance attitudes, the duties performed by the celebrity Creative Director must be made explicit.

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Section: Studysupporting

confidence: 91%

“…The focal advertisement is viewed in conjunction with another advertisement and two articles. This design is consistent with past research (Chang, ; Kim, Baek, Yoon, Oh, & Choi, ) and creates a more natural viewing situation.…”

Section: Studysupporting

confidence: 87%

Beyond endorsements: The effect of celebrity Creative Directors on consumers’ attitudes toward the advertisement

Fowler

Thomas

2019

Psychology and Marketing

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“…Fourth, the research provides new insights into the reactance literature arguing that fear can cause psychological reactance in which consumers refuse to comply as a defense mechanism (Baek et al, 2015; Brown & Locker, 2009; Kim et al, 2017; Shen, 2011). On the contrary, the moderated mediation analysis reported in Study 3 shows that fear—as a meditating agent—magnifies the positive effect of death appeals.…”

Section: Discussionmentioning

confidence: 96%

Death imagery in antipoaching advertising

Baek

Yoon

2020

Psychology and Marketing

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In three studies, death imagery and regulatory focus are examined for their effects in wildlife protection campaigns. Images of death are found to lead to positive intentions to conserve wildlife through fear, but only when ads are prevention‐focused rather than promotion‐focused. In Study 1, participants who view an image of a dead elephant indicate feeling fear and stronger intentions to conserve wildlife. In Study 2, participants who view a prevention‐focused ad depicting a dead rhino indicate stronger intentions to sign a wildlife conservation pledge, but the effect is attenuated when the ad is promotion‐focused. Study 3 finds similar results using the image of a dead tiger. Theoretical insights and practical implications are discussed.

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“…Future research might identify marketing communication factors that arouse awareness of surroundings. For example, an advertisement might use an assertive tagline (Baek et al, ; Kim, Baek, Yoon, Oh, & Choi, ) that directs audiences to pay specific attention to their surroundings (e.g., “look around and notice what you see”) to facilitate the heuristic processing of environmental cues and boost the influence of public ratings, particularly for advertising appeals aimed at women. For example, product ratings accompany cosmetic products advertised on amazon.com.…”

Section: Discussionmentioning

confidence: 99%

Branded entertainment: Gender differences in reactions to star ratings

Kim

Chanmo

Yoon

et al. 2019

J of Consumer Behaviour

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The consumer behavior literature shows that men are externally focused and women are internally focused consumers. The authors conduct three studies to test gender differences in the use of media‐posted public ratings for deciding whether to recommend branded entertainment films. The Study 1 results indicate that men are more (less) likely to recommend films that have high (low) star ratings, but women are equally likely to recommend films regardless of star ratings. In an interesting twist, Study 2 results show that if women are momentarily distracted by being made more aware of their surroundings, they process information similarly to men and are more persuaded by public ratings. In Study 3, the authors replicate and extend the findings by including a no‐star control group and examining additional variables—film and brand attitudes and recommendations—with a no star rating control group. The overall results show that men (women) are more (less) likely to look to public ratings for forming film and brand attitudes and recommendations.

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Assertive Environmental Advertising and Reactance: Differences Between South Koreans and Americans

Cited by 55 publications

References 55 publications

Beyond endorsements: The effect of celebrity Creative Directors on consumers’ attitudes toward the advertisement

Beyond endorsements: The effect of celebrity Creative Directors on consumers’ attitudes toward the advertisement

Death imagery in antipoaching advertising

Branded entertainment: Gender differences in reactions to star ratings

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