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 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, valuecongruent behavior becomes respectively more or less likely following exposure to valueladen ads. The results highlight new aspects of unintended influences of exposure to advertising.
2Marketers know that personal values play an important role in buying decisions. For example, an individual who defines himself as someone who is concerned about the environment will probably buy a different car than someone whose primary goal in life is to have fun and to enjoy him/her. In fact, according to the means-end theory (Gutman 1982), consumers contemplate how certain products may help them to attain their higher goals and values when facing a buying decision. Associative advertising, a strategy whereby advertisers incorporate values in their campaigns to create a product image (Reynolds and Gutman 1984), may therefore be an effective tool for marketers. The relative importance individuals attach to different personal values, however, is not confined to consumer decisions, but affects many everyday decisions and judgments. For instance, someone who thinks that being loyal to friends is more important than enjoying life will prefer staying at home to help his friend with his homework instead of going to a party that night.Different situational variables can temporarily change the priority of values within an individual, thereby changing their behavior. The present paper focuses on exactly associative advertising as one such possible situational variable. In particular, the present research investigates whether exposure to value-laden advertising temporarily alters the importance of different values, thereby affecting value-driven behavior that does not involve the advertised product or service. In addition, we investigate whether the effect of ad exposure on shifts in value importance is moderated by one's attitude toward advertising. In particular, we examine whether individuals with a predominantly negative view of advertising are equally affected by value-laden advertising than individuals with a predominantly positive view of advertising.
The Dynamic Hierarchical Structure of ValuesWhen asked to describe themselves, people often refer to the values they hold as guiding principles in their lives -such as being concerned about the environment, being loyal to friends, or attaching great importance to academic achievements. Values are conceptions of 3 desirable end states, represent a core characteristic of a person's self concept, and are experienced as what one fin...
