Consumer perceptions of online advertising of weight loss products: the role of social norms and perceived deception

Lim, Joon Soo; Chock, T. Makana; Golan, Guy J.

doi:10.1080/13527266.2018.1469543

Cited by 40 publications

(36 citation statements)

References 55 publications

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“…A descriptive social norms marketing campaign will therefore outline what a majority of people are doing in order to get the target audience to conform. Research has shown that "strategic messaging" that highlights a social norm can have an influence on behavioral decisions ranging from voting (Gerber et al, 2008) to using weight-loss products (Lim et al, 2020) or charitable giving (Croson et al, 2009). Indeed, the application of the scholarly findings about social norms into popular marketing has been familiar in the multitude of advertisements that suggest that "everyone else" is buying or participating in what is being sold (Melnyk et al, 2019).…”

Section: Normative Social Influencementioning

confidence: 99%

The Effect of Frames on COVID-19 Vaccine Resistance

2021

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In order to control the spread of infectious diseases such as COVID-19, it will be important to develop a communication strategy to counteract “vaccine resistance”, that is, the refusal to take the COVID-19 vaccine even when available. This paper reports the results of a survey experiment testing the impacts of several types of message content: the safety and efficacy of the vaccine itself, the likelihood that others will take the vaccine, and the possible role of politics in driving resistance to the vaccine. In an original survey of 1,123 American M-Turk respondents conducted in the summer of 2020, we provided six different information conditions suggesting the safety and efficacy of the vaccine, the lack of safety/efficacy of the vaccine, the suggestion that most others would take the vaccine, the suggestion that most others would not take the vaccine, the suggestion that the vaccine is being promoted by liberals to gain greater control over individual freedom, and the suggestion that its approval is being by President Trump rushed for political motivations. We compared the responses for those in the treatment groups with a control group who received no additional information. In comparison to the control group, those who received information about the safety/efficacy of the vaccine were more likely to report that they would take the vaccine, those who received information that others were reluctant to take the vaccine were more likely to report that they themselves would not take it, and those who received information about political influences on vaccine development expressed resistance to taking it. Communication of effective messages about the vaccine will be essential for public health agencies that seek to promote vaccine uptake.

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Section: Normative Social Influencementioning

confidence: 99%

The Effect of Frames on COVID-19 Vaccine Resistance

2021

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“…Research has shown that "strategic messaging" of the social norms can have an influence on behavior decisions ranging from voting (Gerber et al, 2008) to using weight-loss products (Lim et al, 2020) or charitable giving (Croson, et al, 2009). Indeed, the application of the scholarly findings about social norms into popular marketing has been familiar in the multitude of advertisements that suggest that "everyone else" is buying or participating in what is being sold (Melnyk et al, 2019).…”

Section: Perceptions About the Intentions Of Othersmentioning

confidence: 99%

The Effect of Frames on COVID-19 Vaccine Hesitancy

Palm

Bolsen

Kingsland

2021

Preprint

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In order to control the spread of infectious diseases such as COVID-19, it will be important to develop a communication strategy to counteract “vaccine hesitancy”. This paper reports the results of a survey experiment testing the impacts of several types of message content: the safety and efficacy of the vaccine itself, the likelihood that others will take the vaccine, and the possible role of politics in promoting the vaccine. In an original survey of 1123 American M-Turk respondents, we provided six different information conditions suggesting the safety and efficacy of the vaccine, the lack of safety/efficacy of the vaccine, the suggestion that most others would take the vaccine, the suggestion that most others would not take the vaccine, the suggestion that the vaccine is being promoted to gain greater control over individual freedom, and the suggestion that it is being rushed for political motivations. We compared the responses for those in the treatment groups with a control group who received no additional information. In comparison to the control group, those who received information about the safety/efficacy of the vaccine were more likely to report that they would take the vaccine, those who received information that others were reluctant to take the vaccine were more likely to report that they themselves would not take it, that other Americans would not take it, and that it was not important to get the vaccine, and those who received information about political influences on vaccine development expressed hesitancy to take it. Communication of effective messages about the vaccine will be essential for public health agencies that seek to promote vaccine take-up.

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“…Sexual appeals in certain product categories may be viewed as more acceptable or more unacceptable. According to Lim, Chock, and Golan (2018), social norms also influence the extent and nature of third-person perception. Thus, it is predicted that if people believe that the use of sexual appeals is widespread for some product categories, they may also be more likely to believe that others will be more influenced by these ads.…”

Section: Theoretical Background and Hypothesesmentioning

confidence: 99%

The Third-Person Perception of Sex Appeals in Hedonic and Utilitarian Product Ads

Ekici

Erdoğan

Basil

2020

Journal of International Consumer Marketing

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Ads making use of sexual appeals have the potential to attract attention, but they also run the risk of offending viewers. In this paper, two studies were performed to explore consumers' third-person perceptions of sexual appeals in advertising for hedonic and utilitarian products. This research examined whether the third-person perception mediates the relationship between attitude toward the ad and purchase intention. We also examined whether these relationships are contingent on attitude toward sexual stimuli (positive vs. negative). Canadian (N ¼ 400) and Turkish (N ¼ 400) undergraduate students participated in each study. Findings consistently demonstrate that third-person phenomenon was supported in each study. The exact form of the third-person perception, however, differs across product types and cultural contexts. Also, attitude toward ads significantly affects third-person perception. In turn, third-person perception significantly affects both purchase intention on self and purchase intention on others. Furthermore, these relationships are contingent on the attitude toward sexual stimuli.

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Consumer perceptions of online advertising of weight loss products: the role of social norms and perceived deception

Cited by 40 publications

References 55 publications

The Effect of Frames on COVID-19 Vaccine Resistance

The Effect of Frames on COVID-19 Vaccine Resistance

The Effect of Frames on COVID-19 Vaccine Hesitancy

The Third-Person Perception of Sex Appeals in Hedonic and Utilitarian Product Ads

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