The mediating role of attitude towards values advocacy ads in evaluating issue support behaviour and purchase intention

• Autores: Yoon Joo Lee, Eric Haley, Kiseol Yang
• Localización: International Journal of Advertising, ISSN 0265-0487, Vol. 32, Nº. 2, 2013, págs. 233-253
• Idioma: inglés
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• Resumen

  • Through an experimental design, this study examines the mediating role of attitude towards values advocacy advertising sponsored by Miller and McDonald�s. Adopting hierarchy-of-effects perspectives, the study examined the role of attitude towards the values advocacy advertising in evaluating purchase intention and issue support behaviour. The study results revealed that AValuesAdvocacyAd is a mediator for predicting issue support behaviour when consumers perceive a company�s value advocacy advertising as driven by public-serving motives. Purchase intention was directly affected by perceived public-serving motives of the advertisers. Further, a new construct, self-construal, was found as an antecedent to the cognitive construct, consumers� perceptions towards the advertisers� intention as public-serving.