Social and personal values in advertising: evidence from food advertising in South Korea

Gauthier, Caroline; Fornerino, Marianela; Werle, Carolina; Jolibert, Alain; Lee, Min Seong; Sego, Trina

doi:10.1080/00208825.2020.1758422

Cited by 3 publications

(4 citation statements)

References 68 publications

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“…Specifically, we hypothesize that when the marketing materials contain personal appeals, the aforementioned effect is reversed such that a convex (vs concave) display would enhance the appeals' persuasion. This is likely to occur because the reduced self-other overlap perception created by the convex surface is consistent with the personal appeals, which focus on individualistic characteristics such as independence, freedom and self-realization (Gauthier et al, 2020;Han and Shavitt, 1994). Formally stated:…”

Section: Theoretical Backgroundmentioning

confidence: 86%

“…Specifically, we hypothesize that marketing messages are more persuasive on a concave (vs convex) display when persuasion materials contain social appeals. Social appeal highlights collectivistic aspects such as interdependence, cooperation and harmony (Gauthier et al , 2020; Han and Shavitt, 1994). It is one of the most essential appeals in marketing communications since it is widely used by both nonprofit and for-profit organizations.…”

Section: Theoretical Backgroundmentioning

confidence: 99%

“…As the heightened self–other overlap perception is consistent with the content of the social appeals, a concave (vs convex) display would enhance the persuasiveness of the social appeals. However, we hypothesize that such effect is mitigated when the persuasive information contains personal appeals, which emphasize individualistic characteristics such as independence, freedom and self-realization (Gauthier et al , 2020; Han and Shavitt, 1994). In particular, a convex (vs concave) surface would be more effective for displaying persuasive materials with personal appeals.…”

Section: Introductionmentioning

confidence: 97%

“…We propose that a concave (vs convex) display may enhance persuasion for marketing materials with social appeals. Social appeal uses collectivistic elements such as interdependence, cooperation and harmony and usually emphasizes family, friendship or group relationships (Gauthier et al , 2020; Han and Shavitt, 1994). It is one of the most important appeals in marketing communications, as it is widely used in both nonprofit (e.g.…”

Section: Introductionmentioning

confidence: 99%

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Concave or convex? The impact of display surface curvature on social appeals’ persuasion: the mediating role of self–other overlap

Zhang

Wang

2022

EJM

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Purpose Marketing persuasive materials are often displayed on a curved surface (e.g. a curved hallway). This study aims to investigate how the curvature (concave vs convex) of a display surface influences the persuasion of the marketing appeals presented on it. Design/methodology/approach The conceptual framework was tested in a field experiment, a lab experiment and two online experiments on Amazon Mechanical Turk. Analyses of variance and mediation analysis were used to test the hypotheses. Findings This research demonstrates that a concave (vs convex) display surface may increase persuasion for marketing materials with social appeals. This occurs because a concave surface enhances consumers’ perception of self–other overlap, which is matched with the content of the social appeal presented on it, thereby enhancing the appeal’s persuasiveness. It further identifies the appeal content as an important moderator of the effect; a convex (vs concave) display would enhance persuasion when the marketing materials contain personal appeals. Research limitations/implications Future research could investigate how a time delay (e.g. hours, days) and the curvature of a display board or wall would play a role in the effect of display curvature. Practical implications The findings offer a novel, simple and cost-effective approach to enhance persuasion for both nonprofit and for-profit marketing materials. Originality/value This research contributes to the persuasion literature by investigating the impact of one ubiquitous but overlooked aspect of the message setting (i.e. the curvature of the message’s display surface) on persuasion while holding the message source and content constant. It also advances knowledge on consumer shape perception by examining an underexplored shape (i.e. the curved shape of a display surface) that is nondiagnostic in message persuasion.

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Section: Theoretical Backgroundmentioning

confidence: 86%

Section: Theoretical Backgroundmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 97%

Section: Introductionmentioning

confidence: 99%

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Concave or convex? The impact of display surface curvature on social appeals’ persuasion: the mediating role of self–other overlap

Zhang

Wang

2022

EJM

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Does labor force diversity really matter for entrepreneurship?: Exploring the South Korean case

2024

Int Entrep Manag J

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Confucianism in China’s Nationally Oriented Advertising Text

Ван

Remchukova

2021

jour

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The article is devoted to the multimodal analysis of the representation of the national-cultural phenomenon “Confucianism” in the field of advertising in modern China on the examples of nationally-oriented advertising texts of different thematic varieties. The relevance of the work is due to the importance of preserving and continuing the heritage of Confucianism in modern Chinese society, especially in the media space. Particular attention is paid to the multimodal analysis of verbal and non-verbal means of expressing the key concept of Confucianism “five constancies of a righteous person” in Chinese nationally oriented advertising texts. It is shown that the concept of “five permanencies” as one of the important components of Confucianism gets its continuation in the field of advertising in modern China, develops in accordance with the social life of the Chinese people in the modern era. It has been established that the use of the Confucian idea of the five permanencies of a righteous person can be considered as one of the most important and effective ways to create advertising with the aim of influencing the target audience of the Chinese domestic market. The conclusions and results of the study allow us to get a general idea of the concept of the five constancies of Confucianism, as well as the practice of its application as methods of manipulating public consciousness in modern Chinese advertising, which is of great importance for sinological research in various scientific fields.

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Social and personal values in advertising: evidence from food advertising in South Korea

Cited by 3 publications

References 68 publications

Concave or convex? The impact of display surface curvature on social appeals’ persuasion: the mediating role of self–other overlap

Concave or convex? The impact of display surface curvature on social appeals’ persuasion: the mediating role of self–other overlap

Does labor force diversity really matter for entrepreneurship?: Exploring the South Korean case

Confucianism in China’s Nationally Oriented Advertising Text

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