The Effectiveness of Deservingness-Based Advertising Messages: the Role of Product Knowledge and Belief in a Just World

Carolyn L. Hafer, Brock University, Canada
Antonia Mantonakis, Brock University, Canada
Regan Fitzgerald, Brock University, Canada
Anthony, F. Bogaert, Brock University, Canada
In 2 experiments, participants viewed a deservingness, hedonic, or utilitarian ad. We assessed ad effectiveness (e.g., ratings, purchase behaviour), belief in a just world (BJW), and product knowledge. BJW and knowledge interacted with ad type to influence ad effectiveness. We also show mediation for the interaction involving BJW.
[ to cite ]:
Carolyn L. Hafer, Antonia Mantonakis, Regan Fitzgerald, and Anthony, F. Bogaert (2015) ,"The Effectiveness of Deservingness-Based Advertising Messages: the Role of Product Knowledge and Belief in a Just World", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 787-787.