Valuable Virality: the Effect of Advertising Appeals and Brand Integralness

What influences whether ads are not only highly shared but also useful for the brands that create them? Soft sell appeal ads are more likely to be shared compared to hard sell appeal ads. However, brand integralness determines whether the ads lead to more favorable brand evaluations and purchase intention.



Citation:

Ezgi Akpinar and Jonah Berger (2012) ,"Valuable Virality: the Effect of Advertising Appeals and Brand Integralness", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 228-231.

Authors

Ezgi Akpinar, Erasmus University Rotterdam, The Netherlands
Jonah Berger, University of Pennsylvania, USA



Volume

NA - Advances in Consumer Research Volume 40 | 2012



Share Proceeding

Featured papers

See More

Featured

Effects of Affective Language on Perceived Helpfulness of Online Reviews

Nikolay Georgiev, HEC Paris, France
Marc Vanhuele, HEC Paris, France

Read More

Featured

Product Retention (vs. Acquisition) Choices and Preference for Person-Related Features

Liad Weiss, University of Wisconsin - Madison, USA

Read More

Featured

Potions and Antidotes for Jekyll: What Summons Moral Identity in Product Choices

Young Joo Cho, Korea University, Korea
Y. Rin Yoon, Korea University, Korea
Jongwon Park, Korea University, Korea

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.