Consumers’ Response to Advocacy Advertising: a Process Model of Consumer Skepticism, Empathic Response, and Prosocial Behavior

In order to be effective, advocacy advertising relies on establishing an emotional connection with consumers. Two studies examine an empathic hierarchy and subsequent coping responses. In study 1, blame (people vs. oil company) and self-blame (moderate vs. high) were manipulated to elicit empathic responses. Appeal type (emotional vs. cognitive) and peer advocacy (single vs. group) were manipulated in study 2. Results indicate that consumer skepticism (i.e., ad credibility, inferred manipulative intent) predicts empathic response (i.e., sympathy, empathy) which, in turn, impacts empathic emotions (anger, guilt, worry, hope). Each emotion predicted active coping aimed at alleviating the aversive situation.


Robert Madrigal, Johnny Chen, Monica LaBarge, and Namika Sagara (2009) ,"Consumers’ Response to Advocacy Advertising: a Process Model of Consumer Skepticism, Empathic Response, and Prosocial Behavior", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 731-732.


Robert Madrigal, University of Oregon, USA
Johnny Chen, University of Oregon, USA
Monica LaBarge, University of Montana, USA
Namika Sagara, University of Oregon, USA


NA - Advances in Consumer Research Volume 36 | 2009

Share Proceeding

Featured papers

See More


The Viciousness and Caring of Sharing: Conflicts and Motivations of Online Shamers

Chen Pundak, Tel Aviv University, Israel
Yael Steinhart, Tel Aviv University, Israel
Jacob Goldenberg, IDC

Read More


M7. The Mixed Effects of Nostalgia on Consumer Switching Behavior

Zhongqiang (Tak) Huang, University of Hong Kong
Xun (Irene) Huang, Nanyang Technological University, Singapore
Yuwei Jiang, Hong Kong Polytechic University

Read More


Q2. Why do Kids Love Watching Unboxing Videos? Understanding The Motivations of Children to Consume Unboxing Toy Videos

Teresa Trevino, Universidad de Monterrey
Mariela Coronel, UDEM
Valeria Martínez, UDEM
Ivanna Martínez, UDEM
Daniela Kuri, UDEM

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.