Death imagery in antipoaching advertising

Baek, Tae Hyun; Yoon, Sukki

doi:10.1002/mar.21430

Cited by 14 publications

(7 citation statements)

References 58 publications

Supporting

Mentioning

Contrasting

Order By: Relevance

“…Ostensibly, this caveat is often seen throughout media and advertising. A prevalent example includes antismoking and antipoaching advertisements, which have focused on changing negative audience attitudes and demonstrably encouraged positive behaviors through induced fear (Baek & Yoon, 2020; Manyiwa & Brennan, 2012). For instance.…”

Section: Discussionmentioning

confidence: 99%

Find me strength in things: Fear can explain materialism

Longmire

Chan

Lawry

2021

Psychology and Marketing

View full text Add to dashboard Cite

Individuals feel fear when they face potential dangers and threats. It causes individuals to take actions and make choices that help them face the threat, such as by seeking out others because there is “strength in numbers.” We conjecture that fear also increases materialism in individuals because there is “strength in things.” The results from four experiments illustrate that situationally felt fear can increase materialistic orientation (Study 1) because of a desire for safety (Study 2). Importantly, fear increases preference for material and not experiential goods (Study 3). Finally, consistent with our theoretical account, having more material products (vs. experiences) can reduce fear (Study 4). Together, our findings across four studies suggest that fear increases materialism. Our findings also offer unique insights into another precursor or antecedent to materialism, a human value related to both possessiveness and selfishness and that restricts individuals' pursuit of true happiness.

show abstract

Section: Discussionmentioning

confidence: 99%

Find me strength in things: Fear can explain materialism

Longmire

Chan

Lawry

2021

Psychology and Marketing

View full text Add to dashboard Cite

show abstract

“…However, Wei et al (2013) propose that such pleasurable attributes should be more important when experiencing a limited time horizon. Finally, Baek and Yoon (2020) note that even ads with dead animals increase the likelihood that consumers sign up for a wildlife conservation pledge but only if the ad is prevention focused.…”

Section: Consumer Behavior In Response To Mortality Salience: Prior F...mentioning

confidence: 99%

The finitude of life—How mortality salience affects consumer behavior: A review

Gobrecht

Marchand

2022

J of Consumer Behaviour

View full text Add to dashboard Cite

The influence of mortality salience (MS) on consumer behavior has been well‐established over the last 25 years. However, research findings have provided divergent insights with regard to the direction of its outcomes. This article provides a systematic review of the extant research stream thereby revealing how the differences are primarily due to the conceptualization and operationalization of MS. Based on a conceptual revision of MS, we suggest an extended definition of the concept. An extensive overview of empirical findings, together with a holistic presentation of influential factors, offers a foundation for further MS studies conducted in a consumer behavior context, concluding with an extensive research agenda.

show abstract

“…As death rates rise, fears of death are exacerbated (Menzies & Menzies, 2020). Reminders of mortality heighten anxiety and uncertainty, which then strengthens desires for establishing control by acquiring luxury goods (Audrin et al, 2018; Baek & Yoon, 2020; Kasser & Sheldon, 2000). We also suggest that consumers who feel frightened will respond more positively to luxury advertising message appeals that evoke abstract rather than concrete construal.…”

Section: Introductionmentioning

confidence: 99%

The COVID‐19 threat and luxury advertising

Baek

Kim

Yoon

et al. 2023

J of Consumer Behaviour

Self Cite

View full text Add to dashboard Cite

The purpose of this research is to examine how the COVID‐19 pandemic has impacted the luxury goods industry. The authors hypothesize that pandemic threats drive consumers toward luxury consumption to increase their perceptions of control. The article reports results of three experimental studies conducted in the United States. In Study 1, after participants read an article about COVID‐19, they respond favorably to an advertisement for a luxury brand. The comparative control participants read an article about a tofu dish and respond less favorably to the luxury advertisement. Study 2 provides further evidence that perceived control acts as a mediator, while ruling out alternative explanations. Study 3 indicates that threat evokes luxury preferences only when advertisements for both luxury and nonluxury products use abstract messages, as opposed to concrete messages. The findings provide practical insights showing that the most effective advertising strategy for luxury brand managers is to use abstract rather than concrete messages for targeting consumers who feel highly threatened by COVID‐19.

show abstract

Death imagery in antipoaching advertising

Cited by 14 publications

References 58 publications

Find me strength in things: Fear can explain materialism

Find me strength in things: Fear can explain materialism

The finitude of life—How mortality salience affects consumer behavior: A review

The COVID‐19 threat and luxury advertising

Contact Info

Product

Resources

About