When the Face of Need Backfires: the Impact of Facial Emotional Expression on the Effectiveness of Cause-Related Marketing Advertisements
We demonstrate that, in cause-related marketing (CRM) advertisements, displaying the image of a person in need with sad (vs. happy and neutral) expressions leads consumers to infer stronger manipulative intent of the advertisement, which lowers its effectiveness. The effect is moderated by consumers’ skepticism towards CRM and cause-centrality.
Citation:
In-Hye Kang, Marijke Leliveld, and Rosellina Ferraro (2018) ,"When the Face of Need Backfires: the Impact of Facial Emotional Expression on the Effectiveness of Cause-Related Marketing Advertisements", in E - European Advances in Consumer Research Volume 11, eds. Maggie Geuens, Mario Pandelaere, and Michel Tuan Pham, Iris Vermeir, Duluth, MN : Association for Consumer Research, Pages: 279-280.
Authors
In-Hye Kang, University of Maryland, USA
Marijke Leliveld, University of Groningen, The Netherlands
Rosellina Ferraro, University of Maryland, USA
Volume
E - European Advances in Consumer Research Volume 11 | 2018
Share Proceeding
Featured papers
See MoreFeatured
C8. Can Packaging Imagery Fill Your Stomach? Effects of Product Image Location on Flavor Richness, Consumption Quantity, and Subsequent Choice
Taku Togawa, Chiba University of Commerce
Jaewoo Park, Musashi University
Hiroaki Ishii, Seikei University
Xiaoyan Deng, Ohio State University, USA
Featured
P1. Constructed Preferences in Time-Money Tradeoffs: Evidence for Greater Violation of Procedural Invariance for Time as Opposed to Money Elicitations
Nazli Gurdamar Okutur, London Business School, UK
Jonathan Zev Berman, London Business School, UK
Featured
O5. The Effect of Synchrony on Non-Human Objects Involved in the Synchronous Performance
Xiaoyin YE, Xiamen University
Jun YE, Xiamen University