Social threat appeals in commercial advertising: the moderating impact of perceived level of self-efficacy and self-esteem on advertising effectiveness
- Author
- Tine Faseur, Veroline Cauberghe (UGent) and Liselot Hudders (UGent)
- Organization
- Abstract
- This study investigates the impact of the level of fear evoked by an advertisement (for deodorant) framing a threatening social situation. Where the effectiveness of threat appeals has been investigated extensively in health communication, this study focuses on the impact of social threat appeals in a commercial setting. The study investigates the moderating impact of self-esteem on the interaction effect between the level of fear (evoked by a social threat ad) and perceived level of self-efficacy on brand attitude and purchase intention. Results show that for high self-esteem individuals, fear evoked by a social threat is effective, only when perceived self-efficacy is increased (in line with the EPPM). However, for low self-esteem individuals, high versus low perceived self-efficacy does not influence brand attitudes and purchase intentions in case of a social threat appeal, but perceived self-efficacy does increase the effectiveness of appeals in which a positive social situation is shown.
- Keywords
- fear appeals, self-esteem, RESPONSES, SOCIOMETER, advertising effectiveness, self-efficacy, Social threat, METAANALYSIS, FEAR APPEALS
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Citation
Please use this url to cite or link to this publication: http://hdl.handle.net/1854/LU-5838461
- MLA
- Faseur, Tine, et al. “Social Threat Appeals in Commercial Advertising: The Moderating Impact of Perceived Level of Self-Efficacy and Self-Esteem on Advertising Effectiveness.” COMMUNICATIONS-EUROPEAN JOURNAL OF COMMUNICATION RESEARCH, vol. 40, no. 2, 2015, pp. 171–83, doi:10.1515/commun-2015-0002.
- APA
- Faseur, T., Cauberghe, V., & Hudders, L. (2015). Social threat appeals in commercial advertising: the moderating impact of perceived level of self-efficacy and self-esteem on advertising effectiveness. COMMUNICATIONS-EUROPEAN JOURNAL OF COMMUNICATION RESEARCH, 40(2), 171–183. https://doi.org/10.1515/commun-2015-0002
- Chicago author-date
- Faseur, Tine, Veroline Cauberghe, and Liselot Hudders. 2015. “Social Threat Appeals in Commercial Advertising: The Moderating Impact of Perceived Level of Self-Efficacy and Self-Esteem on Advertising Effectiveness.” COMMUNICATIONS-EUROPEAN JOURNAL OF COMMUNICATION RESEARCH 40 (2): 171–83. https://doi.org/10.1515/commun-2015-0002.
- Chicago author-date (all authors)
- Faseur, Tine, Veroline Cauberghe, and Liselot Hudders. 2015. “Social Threat Appeals in Commercial Advertising: The Moderating Impact of Perceived Level of Self-Efficacy and Self-Esteem on Advertising Effectiveness.” COMMUNICATIONS-EUROPEAN JOURNAL OF COMMUNICATION RESEARCH 40 (2): 171–183. doi:10.1515/commun-2015-0002.
- Vancouver
- 1.Faseur T, Cauberghe V, Hudders L. Social threat appeals in commercial advertising: the moderating impact of perceived level of self-efficacy and self-esteem on advertising effectiveness. COMMUNICATIONS-EUROPEAN JOURNAL OF COMMUNICATION RESEARCH. 2015;40(2):171–83.
- IEEE
- [1]T. Faseur, V. Cauberghe, and L. Hudders, “Social threat appeals in commercial advertising: the moderating impact of perceived level of self-efficacy and self-esteem on advertising effectiveness,” COMMUNICATIONS-EUROPEAN JOURNAL OF COMMUNICATION RESEARCH, vol. 40, no. 2, pp. 171–183, 2015.
@article{5838461, abstract = {{This study investigates the impact of the level of fear evoked by an advertisement (for deodorant) framing a threatening social situation. Where the effectiveness of threat appeals has been investigated extensively in health communication, this study focuses on the impact of social threat appeals in a commercial setting. The study investigates the moderating impact of self-esteem on the interaction effect between the level of fear (evoked by a social threat ad) and perceived level of self-efficacy on brand attitude and purchase intention. Results show that for high self-esteem individuals, fear evoked by a social threat is effective, only when perceived self-efficacy is increased (in line with the EPPM). However, for low self-esteem individuals, high versus low perceived self-efficacy does not influence brand attitudes and purchase intentions in case of a social threat appeal, but perceived self-efficacy does increase the effectiveness of appeals in which a positive social situation is shown.}}, author = {{Faseur, Tine and Cauberghe, Veroline and Hudders, Liselot}}, issn = {{0341-2059}}, journal = {{COMMUNICATIONS-EUROPEAN JOURNAL OF COMMUNICATION RESEARCH}}, keywords = {{fear appeals,self-esteem,RESPONSES,SOCIOMETER,advertising effectiveness,self-efficacy,Social threat,METAANALYSIS,FEAR APPEALS}}, language = {{eng}}, number = {{2}}, pages = {{171--183}}, title = {{Social threat appeals in commercial advertising: the moderating impact of perceived level of self-efficacy and self-esteem on advertising effectiveness}}, url = {{http://doi.org/10.1515/commun-2015-0002}}, volume = {{40}}, year = {{2015}}, }
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