Message assertiveness and price discount in prosocial advertising: differences between Americans and Koreans

Abstract

Purpose Prosocial advertisers widely use assertive messages to encourage prosocial attitudes and behaviors, but ironically, assertive messages may cause reactance. By applying cultural theories and the reciprocity principle, this study aims to observe whether consumers’ responses to assertive messages hold across culturally different audiences (Americans vs South Koreans) and different consumption situations (price discount vs no discount). Design/methodology/approach American and Korean participants take part in three experimental studies examining the interactions of nationality, price discounts and assertive messaging for influencing consumer responses, first to a prosocial ad encouraging recycling (Study 1), the second for a campaign requesting donations for disadvantaged children (Study 2) and the third to prosocial messages encouraging water conservation (Study 3). Findings The three experiments strongly support the moderating role of price discounts and cultural backgrounds in the persuasiveness of assertive prosocial messages. American consumers generally dislike assertive messages, but feel reciprocal obligations if marketers include price discounts, whereas South Korean consumers accept both assertive and nonassertive messages without resistance, and discounts have no effects on persuasion. Research limitations/implications The findings make two key contributions to the literature and to prosocial advertising practices. First, although many corporations have adopted philanthropic strategies, few researchers have examined how specific consumption contexts determine the effectiveness of prosocial persuasion. The findings show how price discounts and message framing potentially alter the effectiveness of prosocial messages across Eastern and Western cultures. Second, assertive language evokes reactance, but the findings suggest that reactive responses to prosocial advertising are culture-specific. Practical implications International nonprofit organizations and brands using philanthropic strategies might use the guidelines of this study for tailoring strategic, practical prosocial messages that will appeal to consumers from diverse cultural backgrounds. In particular, pro-environmental and charity campaigns targeting North American or Western European populations may consider bundling discounts into promotions to evoke reciprocity. Originality/value Findings provide novel implications for social marketers regarding on how to couple message assertiveness and price discounts to maximize the success of prosocial messages in different cultures.

Emojis and assertive environmental messages in social media campaigns

“…Positivity is known to prompt prosocial behaviors (e.g. Aknin et al , 2018; Bang et al , 2021; Cavanaugh et al , 2015). For instance, price discounts were shown to induce positive moods that motivated reciprocity through prosocial behavior (Bang et al , 2021).…”

“…Aknin et al , 2018; Bang et al , 2021; Cavanaugh et al , 2015). For instance, price discounts were shown to induce positive moods that motivated reciprocity through prosocial behavior (Bang et al , 2021). By integrating the EASI model (Van Kleef, 2009) with language expectancy theory (Burgoon, 1995; Burgoon et al , 2002), we show that the emoji induces positive emotion that subsequently motivates compliance.…”

“…In digital spheres, emojis are frequently used to express emotion, encourage social interactions and clarify intentions. By inducing positive affective states (Kang et al , 2013; Li et al , 2018), emojis intensify compliance with assertive messages (Bang et al , 2021; Kronrod et al , 2012b). People who feel upbeat and positive moods tend to speak assertively when making requests, but their exuberance may also cause them to underestimate their offensiveness (Forgas, 1995, 1999a, b; Sinclair and Mark, 1992).…”

“…People who feel upbeat and positive moods tend to speak assertively when making requests, but their exuberance may also cause them to underestimate their offensiveness (Forgas, 1995, 1999a, b; Sinclair and Mark, 1992). Positive emotions have also been shown to alter responses to linguistic usage (Beukeboom and Semin, 2006; Fox and Stafford, 2021) and to determine reactions to assertive messages about price discounts (Bang et al , 2021).…”

Project citizen model to develop student's pro-social awareness

“…Another idea had shown that students had and applied various pro-social attitudes in implementing project citizen. Hyejin et al (2021) state that many pro-social attitudes use assertive messages, but ironically assertive messages can cause reactance. As a response to implementing project citizen, students could experience, understand, and shape their pro-social attitudes.…”