Pride, Guilt, and Self-Regulation in Cause-Related Marketing Advertisements

Coleman, Joshua T.; Royne, Marla B.; Pounders, Kathrynne R

doi:10.1080/00913367.2019.1689871

Cited by 64 publications

(55 citation statements)

References 79 publications

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“…Amidst several emotional appeals, the guilt appeal is widely used to draw attention toward the firm’s sustainability practices. For instance, Chang (2012) and Coleman et al (2020) found that the guilt appeal successfully motivates travelers to make pro-sustainable choices. However, Ekici et al (2020) found that the sensual appeal has a greater influence on consumers’ behavioral intentions toward hedonic products.…”

Section: Introductionmentioning

confidence: 99%

Effectiveness of sustainability communication on social media: role of message appeal and message source

Kapoor

Balaji

Jiang

2021

IJCHM

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Purpose This study aims to examine the effectiveness of sustainability communication on social media. More specifically, the effects of message appeal (sensual vs guilt) and message source (hotel vs social media influencer [SMI]) on perceived environmental corporate social responsibility and the intention to stay at the eco-friendly hotel were examined. Design/methodology/approach Three studies using the experimental design were carried out. Study 1 examined the relationship between message appeal (sensual vs guilt), perceived environmental social corporate responsibility and the intention to stay at the eco-friendly hotel when the hotel posts sustainability messages on social media. Study 2 replicated Study 1 findings when the SMI posts sustainability messages. Study 3 examined the moderating role of message source (hotel vs influencer) in the effects of message appeal (sensual vs guilt) on behavioral intentions. Findings Sustainability messages with the sensual (vs guilt) appeal are more persuasive when the eco-friendly hotel (vs SMI) posts it on social media. Furthermore, the traveler’s perception of the hotel’s environmental corporate social responsibility mediates this relationship. Research limitations/implications This study extends the literature on sustainability communication by demonstrating the role of message source and message appeal in influencing the traveler’s perceptions and intentions toward eco-friendly hotels. Practical implications According to the study findings, eco-friendly hotels can motivate travelers to make pro-sustainable choices by accurately matching the message appeal with the message source in the sustainability communication on social media. Originality/value This study is one of the earliest studies that examine the congruency effect of message appeal and message source for sustainability communication on social media in the hospitality realm. The findings offer novel insights for eco-friendly hotels to develop effective sustainability communication on social media.

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Section: Introductionmentioning

confidence: 99%

Effectiveness of sustainability communication on social media: role of message appeal and message source

Kapoor

Balaji

Jiang

2021

IJCHM

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“…As Mantovani & Tazima (2016) argue, negative emotions have a stronger impact than positive emotions, an effect that can be true in a stressful situation such as the pandemic. Advertisers use negative emotional messages as sorrow to achieve a greater persuasive influence (Coleman, Royne & Pounders, 2020;Coulter & Pinto, 1995). This strategy is not without risks, as Berger and Milkman (2012) found that somber contents leads to less activation and decreases people's motivation to share content.…”

Section: Discussionmentioning

confidence: 99%

“…The presence of negative emotional appeals is smaller among advertising messages, as research reveals that positive ones have a wider range of marketing benefits (Czarnecka & Mogaji, 2019;Deborah & Nicole, 2009;Dens & De Pelsmacker, 2010;Zheng, 2020) (see Table 2). The literature is divided about the effectiveness of negative emotional appeals, some authors assert that they might produce negative associations with the brand (Berger & Milkman, 2012;Evans, Adamo & Czarnecka, 2019), while others explain that negative feelings can bring good advertising appraisal and attitudes towards the product (Brennan & Binney, 2010;Coleman, Royne & Pounders, 2020;Coulter & Pinto, 1995;Grossman & Wood, 1993). Studies even suggest that sometimes messages featuring negative appeals are more effective than those containing positive ones (Basil, Ridgeway & Basil, 2006;Giachino et al, 2017;Kemp, Kennett-Hensel & Kees, 2013;Krishen & Bui, 2015;Wang, 2008).…”

Section: Nostalgiamentioning

confidence: 99%

“…The studies claim that emotional appeals can backfire when consumers perceive them as manipulative (Brennan & Binney, 2010;Coleman, Royne & Pounders, 2020;Coulter & Pinto, 1995;Garfin, Silver, & Holman, 2020). Brennan & Binney (2010) explored guiltiness in advertising, they found that moderate or low-level appeals may connect with consumers, but if used in greater intensity guiltiness could be perceived as a blatant manipulation attempts and may cause responses like anger, offense, or irritation.…”

Section: Nostalgiamentioning

confidence: 99%

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Nurtured and sorrowful: Positive and negative emotional appeals in COVID-19 themed brand communications

Vargas-Bianchi¹,

Mensa²

2020

Preprint

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This study aims to analyze emotional appeals in brand advertisements themed in COVID-19 during the immediate months after the World Health Organization declared the coronavirus outbreak as a pandemic. The study focused on the frequencies of use of positive and negative emotional appeals in ad contents, and on the concurrent combinations of those appeals. Researchers conducted a content analysis among ads included in an online archive, selected by industry professionals for their creative quality. The results reveal a preference for positive emotions, as nurturance and affiliation show the highest frequency of use. These appeals, along with sorrow, nostalgia, and excitement, were preferred to be used concurrently. Research findings are consistent with the literature and lead to future examination of emotional appeals in advertising under stressful and uncertain circumstances.

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“…It is also known that RF is not limited to being only a chronic personality trait among people. Empirical evidences exist in the domain of advertising, including advergames, which reveal that situational factors like message framing and task conditions can also induce either a promotion or a prevention focus among individuals (e.g., Coleman et al, 2020; Ghosh, 2016; Roy & Ng, 2012; Roy & Phau, 2014).…”

Section: Literature Review and Hypothesesmentioning

confidence: 99%

How does a brand's psychological distance in an advergame influence brand memory of the consumers?

Sreejesh

Dwivedi

Ghosh

2021

J of Consumer Behaviour

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Advergames are computer games through which marketers promote their brands. While many studies have explored the influence of gamification of advertising, little is known about the nature of the consumer‐brand interaction and its effect on consumers' cognitive reactions. We address this gap by conducting three experiments in which we manipulate (a) consumers' level of message construal depending upon their interactions with the brands to complete game tasks, and (b) regulatory focus (RF) (individual‐level and game‐induced). We measure the effects on consumers' brand memory and also examine the mediating role of flow experience. Different samples comprising of post‐graduate students and adults are used in the experiments. Results reveal that a low (vs. high) construal level yields stronger brand memory. Also, a fit between RF (promotion and prevention) and construal level (high and low) results in better brand memory. Flow experience mediates the effects of the independent variables on brand memory.

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Pride, Guilt, and Self-Regulation in Cause-Related Marketing Advertisements

Cited by 64 publications

References 79 publications

Effectiveness of sustainability communication on social media: role of message appeal and message source

Effectiveness of sustainability communication on social media: role of message appeal and message source

Nurtured and sorrowful: Positive and negative emotional appeals in COVID-19 themed brand communications

How does a brand's psychological distance in an advergame influence brand memory of the consumers?

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