No abstract

While the majority of consumer research that has studied social influences has focused on the impact of an interactive social presence, in this research we demonstrate that a noninteractive social presence (i.e., a mere presence) is also influential. We conduct two field experiments in a retail setting to show when and how a noninteractive social presence that differs in size and proximity impacts consumers' emotions and self-presentation behaviors. In doing so, we refine Social Impact Theory by identifying boundary conditions under which the theory does not hold. (c) 2005 by JOURNAL OF CONSUMER RESEARCH, Inc..

Although the use of shocking content in advertising appeals has been widely adopted, the effectiveness of such communication strategies has not been empirically investigated. In two laboratory studies, conducted in the context of HIV/AIDS prevention, we examine the effectiveness of shock advertising in comparison to the commonly used appeals of fear and information. Our findings suggest that shocking content in an advertisement significantly increases attention, benefits memory, and positively influences behavior among a group of university students.

This article explores the role of consumer guilt in a retail context. The results of a field study indicate that a consumer's lack of purchase can lead to a guilt response when social connectedness with a salesperson exists and the consumer perceives he or she has control over the purchase decision. A subsequent laboratory study established that when consumers experience guilt, they intend to pursue reparative actions during future purchase interactions with the salesperson to reciprocate the initial connection they established. This reparation is directed specifically toward the salesperson and not the firm.

Two studies investigated the effects of charity advertising on perceptions of moral obligation to help others and gauged ad evaluation. This was done in cultures that were similar in individualism but differed in either masculinity (United States and Canada) or femininity (Denmark and Norway). Participants read appeals that solicited donations to charity by focusing on either egoistic or altruistic motives. In masculine cultures, men preferred the egoistic ad and women preferred the altruistic one. In feminine cultures, where women are agentic and men are allowed to be nurturing, the opposite was the case. Exposure to both types of ads activated a sense of personal obligation among men in feminine nations and women in masculine nations. However, their opposite‐sex counterparts reacted against these ads. Implications of these findings for an understanding of culture and sex differences in advertising effectiveness are discussed.