The Ambiguous Effects of Advertisements Promoting Social Change

Violent content is frequently used in social cause advertising campaigns as a means of discouraging anti-social behaviour. This practice stands in stark contrast to studies in media that suggest exposure to violent content strongly influences an individual’s disposition to engage in violent behaviour at a later date. The present research investigates the effect of violence in social cause advertisements on implicit attitudes toward violence. Individual differences in response to the violent advertising stimulus were found. Social cause advertisements are effective in weakening implicit associations with violence for a non-aggressive individual. On the other hand, these campaigns are ineffective for aggressive individuals.



Citation:

Natalina Zlatevska (2011) ,"The Ambiguous Effects of Advertisements Promoting Social Change", in E - European Advances in Consumer Research Volume 9, eds. Alan Bradshaw, Chris Hackley, and Pauline Maclaran, Duluth, MN : Association for Consumer Research, Pages: 487-488.

Authors

Natalina Zlatevska, Bond University, Australia



Volume

E - European Advances in Consumer Research Volume 9 | 2011



Share Proceeding

Featured papers

See More

Featured

The Secrecy Effect: Secret Consumption Polarizes Product Evaluations

Maria A Rodas, University of Minnesota, USA
Deborah Roedder John, University of Minnesota, USA

Read More

Featured

Give Me Something of Yours: The Downside of Digital (vs. Physical) Exchanges

Anne Wilson, Harvard Business School, USA
Shelle Santana, Harvard Business School, USA
Neeru Paharia, Georgetown University, USA

Read More

Featured

A Theory of Goal Maintenance: A Distinct and Vivid Pre-Goal Self Predicts Post-Goal Maintenance Behavior

Elicia John, University of California Los Angeles, USA
Hal Hershfield, University of California Los Angeles, USA
Suzanne Shu, University of California Los Angeles, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.