Death imagery in antipoaching advertising

Published on Dec 1, 2020in Psychology & Marketing
· DOI :10.1002/MAR.21430
Tae Hyun Baek15
Estimated H-index: 15
(UK: University of Kentucky),
Sukki Yoon19
Estimated H-index: 19
(Bryant University)
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Abstract
References54
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Social marketing campaigns use marketing techniques to influence human behavior for the greater social good. In conservation, social marketing campaigns have been used to influence behavior for the benefit of biodiversity as well as society. However, there are few evaluations of their effectiveness. We used General Elimination Methodology, a theory-driven qualitative evaluation method, to assess the long-term impacts of a social marketing campaign on human behavior and biodiversity. We evaluated...
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The study examines how program-induced mood and a five-second countdown warning affect reception of midroll video commercials. Building on mood regulation theory, findings from three studies suggest that program-induced moods and five-second countdowns systematically influence advertising effectiveness. When the main program is tragic (comedic) and when a countdown precedes (does not precede) the midroll ad, viewers have more positive attitudes toward the ad and purchase intentions. The findings...
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The study tested (a) the extent to which an inverted-U pattern of fear response predicted persuasion, (b) the degree to which the fear curve mediated the effects of the four components of threat appeals on persuasion, (c) the correspondence between the static measures of fear used in between-subjects designs and the dynamic indices required by the within-subject approach, and (d) the methodological threats inherent to dynamic designs. Participants (N = 418) read a message that advocated for colo...
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In three studies, the authors show that Americans and South Koreans react differently to environmental advertising campaigns featuring assertive messages that threaten autonomous freedoms. The findings uphold their hypothesis that cultural differences determine whether consumers will show reactance to assertive advertising campaigns. Study 1 demonstrates that Americans are less receptive to an assertive recycling message using imperatives such as should, must, and ought and more receptive to a n...
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#1Tae Hyun Baek (UK: University of Kentucky)H-Index: 15
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The authors examine how two negative emotions—guilt and shame—influence responses to environmental ad messages framed as gains or losses. In Study 1, participants primed with guilt express higher intention to conserve water after they view a gain-framed water conservation ad; participants primed with shame express higher conservation intention after they view a loss-framed ad. Study 2 replicates and supports the proposed matching hypothesis using nonstudent adults. In Study 3, participants react...
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#1Sierra J. Longmire (Purdue University)
#2Eugene Y. Chan (Purdue University)H-Index: 9
Last. C. Aaron Lawry (Purdue University)
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