Taking Advantage of a Vulnerable Group? Emotional Cues in Ads Targeting Parents

Stanton, Julie V.; Guion, Deirdre T.

doi:10.1111/joca.12018

Cited by 16 publications

(13 citation statements)

References 40 publications

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“…Despite a few exceptions (Block, 2005;Brennan & Binney, 2010;Passyn & Sujan, 2006), researchers have paid limited attention to the relationships between several different emotions communicated within the same message. This is surprising since many appeals in practice elicit different emotions and guilt/fear often coexist (Huhmann & Brotherton, 1997;Stanton & Guion, 2013). The elicitationconsumption framework supports the analysis of these relationships and offers new opportunities for researchers wishing to explore how guilt and fear affect consumers' decisions in social marketing campaigns.…”

Section: Applying the Elicitation-consumption Framework To Guilt And mentioning

confidence: 90%

From elicitation to consumption: assessing the longitudinal effectiveness of negative emotional appeals in social marketing

Antonetti

Baines

Walker

2015

Journal of Marketing Management

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Negative emotional appeals are used frequently in social marketing. Focusing on guilt and fear appeals, existing theories fail to explain emotional appeal effectiveness in changing consumption behaviour over time. To address this limitation, an elicitation-consumption framework is developed for fear and guilt appeal use. An agenda for further research, outlining three research questions and four propositions, is also presented. This framework integrates the study of how emotional appeals are communicated with how they are experienced during decision-making; complementing current theorising by offering a framework for experimental testing of the delayed, longitudinal effects of social marketing campaigns. The elicitationconsumption framework aids practitioners seeking to design effective emotional appeals by encouraging an effects-based communication approach.

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Section: Applying the Elicitation-consumption Framework To Guilt And mentioning

confidence: 90%

From elicitation to consumption: assessing the longitudinal effectiveness of negative emotional appeals in social marketing

Antonetti

Baines

Walker

2015

Journal of Marketing Management

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“…The text used in advertisements are considered as a verbal component, it includes all the headlines, taglines, and copy used to narrate the marketing communications. These elements can also evoke positive emotional appeals like excitement and joy, or negative feelings like fear and shame, as observed by Stanton and Guion (2013). Emotional appeals can also be presented through what consumers hear in advertisements (Mogaji & Farinloye, Attitudes towards brands and advertisements: qualitative and thematic analysis of social media data, 2017; Mogaji, Farinloye, & Aririguzoh, Factors shaping attitudes towards UK bank brands: An exploratory analysis of social media data, 2016); this varies from background music, a voice-over, and even the dialogue in the advertisement.…”

Section: Emotional Appeals In Advertisementmentioning

confidence: 93%

Using AI to Personalise Emotionally Appealing Advertisement

Mogaji

Olaleye

Ukpabi

2019

Advances in Theory and Practice of Emerging Markets

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Personal data and information collected online by companies can be used to design and personalise advisements. This chapter extends existing research into the online behavioural advertising by proposing a model that incorporates artificial intelligence and machine learning into developing emotionally appealing advertisements. It is proposed that big data and consumer analytics collected through AI from different sources, will be aggregated to have a better understanding of consumers as individuals. Personalised emotionally appealing advertisements will be created with this information and shared digitally using pragmatic advertising strategies. Theoretically, this chapter contributes towards the use of emerging technologies such as AI and Machine Learning for Digital Marketing, big data acquisition, management and analytics and its impact on advertising effectiveness. With customer analytics making up a more significant part of big data use in sales and marketing and GDPR ensures data are legitimately collected and processed, there are practical implications for Managers as well. Acknowledging that this is a conceptual model, the critical challenges are presented. This is open for future research and development both from academic, digital marketing practitioners and computer scientist.

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“…Consequently, "to be a proper and good mother is to be anxious, to be without anxiety is to lack the motivation to address the risks inherent in having a baby" (Theodorou and Spyrou 2013, p. 82). Stanton and Guion (2013) report that FTMs were more likely to express feelings of guilt and being judged by certain advertising images and messaging related to parenting compared to experienced moms who were more objective. They found that FTMs had more difficulty discerning marketing language from useful information (potentially resulting from a lack of experience or a transitioning self-image as a mother).…”

Section: Vulnerable Mothersmentioning

confidence: 97%

Smart Devices, Smart Decisions? Implications of Parents’ Sharenting for Children’s Online Privacy: An Investigation of Mothers

Fox¹,

Hoy²

2019

Journal of Public Policy & Marketing

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Parenthood ushers in many situations with which individuals have little experience. Given today’s technology-integrated environment, parents can instantly gain support from a large audience using social media. This support often includes “sharenting,” or regularly using social media to share information about one’s child. Using consumer vulnerability and communications privacy management theory as theoretical foundations, the authors focus on mothers’ vulnerability and how it may translate into increased children’s consumer vulnerability. The in-depth interviews in Study 1 offer insights into mothers’ expressions of vulnerability and how these expressions can be linked to their motivations for sharing children’s personally identifiable information (PII) on social media. In Study 2, the authors observed mothers of young children participating in a Twitter chat hosted by a major children’s brand, examining expressions of mothers’ vulnerability, the extent to which they posted child PII, and the extent to which mothers both expressed vulnerability and posted child PII. The authors discuss public policy and managerial implications for this understudied dimension of children’s online privacy and our increasingly technology-integrated society.

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Taking Advantage of a Vulnerable Group? Emotional Cues in Ads Targeting Parents

Cited by 16 publications

References 40 publications

From elicitation to consumption: assessing the longitudinal effectiveness of negative emotional appeals in social marketing

From elicitation to consumption: assessing the longitudinal effectiveness of negative emotional appeals in social marketing

Using AI to Personalise Emotionally Appealing Advertisement

Smart Devices, Smart Decisions? Implications of Parents’ Sharenting for Children’s Online Privacy: An Investigation of Mothers

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