We’Re Not All in This Together: Consumers Dislike Empathy-Based Advertisements During the Covid-19 Pandemic

How should brands advertise during COVID-19? Across multiple studies, we examine consumer attitudes toward advertising during a global pandemic, COVID-19. We find that attempts at empathy ("we're all in this together") perform worse than attempts at humor, and the best strategy can be to not advertise at all.


Eric VanEpps, Craig Brimhall, and Brad Bitterly (2021) ,"We’Re Not All in This Together: Consumers Dislike Empathy-Based Advertisements During the Covid-19 Pandemic", in NA - Advances in Consumer Research Volume 49, eds. Tonya Williams Bradford, Anat Keinan, and Matthew Matthew Thomson, Duluth, MN : Association for Consumer Research, Pages: 910-910.


Eric VanEpps, University of Utah
Craig Brimhall, University of Utah
Brad Bitterly, Hong Kong University of Science and Technology


NA - Advances in Consumer Research Volume 49 | 2021

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