Inducing Value-Congruent Behavior Through Advertising and the Moderating Role of Attitudes Toward Advertising
- 1 July 2011
- journal article
- Published by Taylor & Francis Ltd in Journal of Advertising
- Vol. 40 (2), 25-38
- https://doi.org/10.2753/joa0091-3367400202
Abstract
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 to 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, value-congruent behavior becomes respectively more or less likely following exposure to value-laden ads. The results highlight new aspects of unintended influences of exposure to advertising.Keywords
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