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Inducing value-congruent behavior through advertising and the moderating role of attitudes toward advertising

(2011) JOURNAL OF ADVERTISING. 40(2). p.25-37
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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
CONSEQUENCES, CONSCIOUSNESS, CATEGORIZATION, MODEL, JUDGMENT, PERSUASION, REFLECTIONS, SELF, GOAL PURSUIT, DISTORTED-MIRROR

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Citation

Please use this url to cite or link to this publication:

Chicago
Defever, Christine, Mario Pandelaere, and Keith Roe. 2011. “Inducing Value-congruent Behavior Through Advertising and the Moderating Role of Attitudes Toward Advertising.” Journal of Advertising 40 (2): 25–37.
APA
Defever, Christine, Pandelaere, M., & Roe, K. (2011). Inducing value-congruent behavior through advertising and the moderating role of attitudes toward advertising. JOURNAL OF ADVERTISING, 40(2), 25–37.
Vancouver
1.
Defever C, Pandelaere M, Roe K. Inducing value-congruent behavior through advertising and the moderating role of attitudes toward advertising. JOURNAL OF ADVERTISING. 2011;40(2):25–37.
MLA
Defever, Christine, Mario Pandelaere, and Keith Roe. “Inducing Value-congruent Behavior Through Advertising and the Moderating Role of Attitudes Toward Advertising.” JOURNAL OF ADVERTISING 40.2 (2011): 25–37. Print.
@article{2035669,
  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 {\textacutedbl}advertised{\textacutedbl} 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.},
  author       = {Defever, Christine and Pandelaere, Mario and Roe, Keith},
  issn         = {0091-3367},
  journal      = {JOURNAL OF ADVERTISING},
  keyword      = {CONSEQUENCES,CONSCIOUSNESS,CATEGORIZATION,MODEL,JUDGMENT,PERSUASION,REFLECTIONS,SELF,GOAL PURSUIT,DISTORTED-MIRROR},
  language     = {eng},
  number       = {2},
  pages        = {25--37},
  title        = {Inducing value-congruent behavior through advertising and the moderating role of attitudes toward advertising},
  url          = {http://dx.doi.org/10.2753/JOA0091-3367400202},
  volume       = {40},
  year         = {2011},
}

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