- Title
- Sinfully decadent: priming effects of immoral advertising symbols on indulgence
- Creator
- Ilicic, Jasmina; Brennan, Stacey M.; Kulczynski, Alicia
- Relation
- Marketing Letters Vol. 32, Issue 1, p. 61-73
- Publisher Link
- http://dx.doi.org/10.1007/s11002-020-09544-6
- Publisher
- Springer New York LLC
- Resource Type
- journal article
- Date
- 2020
- Description
- This research introduces an immorality-indulgence priming effect, whereby the presence of immorality symbols (i.e., devil, hell, serpent) versus morality symbols (i.e., angel, heaven, saint) in advertising increase consumer indulgence. Study 1 examines the priming effect of morality symbols on indulgent consumption, controlling for religiosity and belief in afterlife. Study 2 and Study 2b investigate the role that activation of mental representations of rebelliousness has in explaining the immorality-indulgence effect. Study 3 explores the role of immorality symbols on actual indulgent choices. Findings from Study 1 indicate that immorality symbols prime consumer indulgence. Study 2 provides evidence of rebelliousness as the process influencing indulgent product choice (indulgent intention, Study 2b), while ruling out the alternative explanation of image-message congruence. Study 3 provides evidence that immorality symbols increase actual indulgent behavior. This research has important implications for advertisers in the development of advertisements that can influence indulgent behaviors.
- Subject
- morality; advertising; priming; rebelliousness; congruence; indulgence
- Identifier
- http://hdl.handle.net/1959.13/1443914
- Identifier
- uon:42142
- Identifier
- ISSN:0923-0645
- Language
- eng
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