Self‐construal and values expressed in advertising

Baaren, Rick B. van; Ruivenkamp, Martin

doi:10.1080/15534510701279722

Cited by 11 publications

(11 citation statements)

References 18 publications

Supporting

Mentioning

Contrasting

Order By: Relevance

“…This is congruent to the results of previous studies (Agrawal & Maheswaran, 2005;Sung & Choi, 2011;van Baaren & Ruivenkamp, 2007;Wang et al, 2015;Zhang et al, 2011) that individual preferred advertising appeal that are congruent with their self-construal to influence toward brand attitude. A reason might account for the differentiation of perception of brand personality for the players with different levels of selfconstrual in the effectiveness of advergame.…”

Section: Discussionsupporting

confidence: 82%

“…Due to selfconstrual reflects the extent to which individuals view themselves either as individualists or collectivists, adopting advertising appeal on individualism or collectivism may affects individuals with interdependent or independent self-construal toward brand (Agrawal & Maheswaran, 2005). Prior research of self-construal have heavily examined the advertising formats and focused on aspects such as attitudes toward advertising messages and advocated brands (Sung & Choi, 2011), value express and brand choice (van Baaren & Ruivenkamp, 2007), preferences of cobrand personality (Monga & Lau-Gesk, 2007), advertising appeal and generation X (Zhang, 2009), advertising and product involvement (Zhang, Moore & Moore, 2011). Though theses investigations have delved understand advertising effectiveness, the influence of consumer individual difference have also garnered attention.…”

Section: Introductionmentioning

confidence: 99%

See 1 more Smart Citation

Evaluating Gamer’s Cognition and Involvement on the Effectiveness of Gamifying Learning

Lee

Yang

et al. 2017

EURASIA J MATH SCI T

View full text Add to dashboard Cite

Video Game-based learning has been an important way for practitioners to gear up for success. Advergames provide an exclusively learning environment in which video gamers pay full attention and thoroughly absorb information without interruption. But still very few studies have been devoted to understanding how individual's selfconstrual and for cognitive product involvement with advergame format influences the evolution of players perception of brand personality. This study was consisted of an experimental study in which a series of advergames was created and two distinct brands: a high and a low cognitively involving products were included as the stimulus. The study identified key measures of effectiveness in the context of 195 American and Chinese participants as subjects were randomly assigned to one of the experimental conditions. This study used 2 X 2 factorial between-subjects design. The two factors were individual's self-construal (interdepend and independent) and cognitive product involvement (high and low). The results revealed that the players with interdependent self-construal reported a greater influence on perception of brand personality than the players with independent self-construal. The results further verified an influence of selfconstrual on perception of brand personality in the different product involvement.

show abstract

Section: Discussionsupporting

confidence: 82%

Section: Introductionmentioning

confidence: 99%

Evaluating Gamer’s Cognition and Involvement on the Effectiveness of Gamifying Learning

Lee

Yang

et al. 2017

EURASIA J MATH SCI T

View full text Add to dashboard Cite

show abstract

“…That consumers' SC alters the perception of the symbolic value of brands adds to a body of literature that describes the impact of SC on values expressed in advertisement (van Baaren and Ruivenkamp 2007) and more broadly perception and cognition (Nisbett 2010;Kastanakis and Voyer 2014). To our best knowledge, however, we are the first to demonstrate that SC can alter consumers' brand perception in general.…”

Section: Conclusion and Discussionmentioning

confidence: 76%

‘We’ are more likely to endorse than ‘I’: the effects of self-construal and brand symbolism on consumers’ online brand endorsements

Bernritter

Loermans²,

Verlegh³

et al. 2016

International Journal of Advertising

View full text Add to dashboard Cite

Recent research increasingly highlights that consumers engage in online brand endorsements (e.g. Facebook likes) to signal their identity, but has failed to explain why different consumers use this type of signaling to differing degrees. This paper addresses this gap by looking at a culturally constructed individual difference variable, namely self-construal. Self-construal, which can be independent or interdependent, refers to the extent that people define themselves in terms of the relations they have with others. In four studies, this research shows that consumers' self-construal is related to their intention to endorse brands online. In particular, high levels of interdependent selfconstrual positively affect consumers' intention to endorse brands online (Studies 1A & 1B). This effect is mediated by an increased perception of brands' symbolic value (Study 2). Moreover, this positivity bias toward symbolic brand cues is conditional upon consumers' brand attitude (Study 3). These findings demonstrate that consumers' identity plays a central role in their brand perception and brand-related social media use.

show abstract

“…In addition, they may be less motivated to correct for the presumed bias as value-laden advertising may signal to consumers how much importance their society attaches to these values. After all, given that ads are more persuasive when they appeal to the values of the audience (Nelson et al 2006;Van Baaren and Ruivenkamp 2007), it makes sense that advertisers make use of values that are shared by as many consumers as possible. In sum, consumers who view advertising as informative may be less motivated to reduce the possible bias and therefore assimilate to the 'advertised' values.…”

Section: Advertising As a Situational Cuementioning

confidence: 99%

Inducing Value-Congruent Behavior Through Advertising and the Moderating Role of Attitudes Toward Advertising

Defever

Pandelaere

Roe

2011

Journal of Advertising

View full text Add to dashboard Cite

Advertisements frequently link values to advertised products or services, but little is known about the effect of this practice on value-driven behavior that is unrelated the advertising context. Evidence from two studies show that exposure to value-laden advertisements instigates behavior that is congruent with the 'advertised' value (i.e., self-direction, security, achievement or benevolence). Moreover, attitudes toward advertising moderate this effect. To the extent that people value positive aspects or dislike negative aspects of advertising, valuecongruent behavior becomes respectively more or less likely following exposure to valueladen ads. The results highlight new aspects of unintended influences of exposure to advertising. 2Marketers know that personal values play an important role in buying decisions. For example, an individual who defines himself as someone who is concerned about the environment will probably buy a different car than someone whose primary goal in life is to have fun and to enjoy him/her. In fact, according to the means-end theory (Gutman 1982), consumers contemplate how certain products may help them to attain their higher goals and values when facing a buying decision. Associative advertising, a strategy whereby advertisers incorporate values in their campaigns to create a product image (Reynolds and Gutman 1984), may therefore be an effective tool for marketers. The relative importance individuals attach to different personal values, however, is not confined to consumer decisions, but affects many everyday decisions and judgments. For instance, someone who thinks that being loyal to friends is more important than enjoying life will prefer staying at home to help his friend with his homework instead of going to a party that night.Different situational variables can temporarily change the priority of values within an individual, thereby changing their behavior. The present paper focuses on exactly associative advertising as one such possible situational variable. In particular, the present research investigates whether exposure to value-laden advertising temporarily alters the importance of different values, thereby affecting value-driven behavior that does not involve the advertised product or service. In addition, we investigate whether the effect of ad exposure on shifts in value importance is moderated by one's attitude toward advertising. In particular, we examine whether individuals with a predominantly negative view of advertising are equally affected by value-laden advertising than individuals with a predominantly positive view of advertising. The Dynamic Hierarchical Structure of ValuesWhen asked to describe themselves, people often refer to the values they hold as guiding principles in their lives -such as being concerned about the environment, being loyal to friends, or attaching great importance to academic achievements. Values are conceptions of 3 desirable end states, represent a core characteristic of a person's self concept, and are experienced as what one fin...

show abstract

Self‐construal and values expressed in advertising

Cited by 11 publications

References 18 publications

Evaluating Gamer’s Cognition and Involvement on the Effectiveness of Gamifying Learning

Evaluating Gamer’s Cognition and Involvement on the Effectiveness of Gamifying Learning

‘We’ are more likely to endorse than ‘I’: the effects of self-construal and brand symbolism on consumers’ online brand endorsements

Inducing Value-Congruent Behavior Through Advertising and the Moderating Role of Attitudes Toward Advertising

Contact Info

Product

Resources

About