scholarly journals Narrative persuasion by corporate CSR messages: The impact of narrative richness on attitudes and behavioral intentions via character identification, transportation, and message credibility

2021 ◽  
Vol 47 (5) ◽  
pp. 102107
Author(s):  
Mark Boukes ◽  
Heather L. LaMarre
Keyword(s):  
Behavioral Intentions ◽  
Narrative Persuasion ◽  
Character Identification ◽  
The Impact

Using the Health Belief Model to Explore the Impact of Environmental Empathy on Behavioral Intentions to Protect Ocean Health

2020 ◽  
pp. 001391652093263
Author(s):  
Sojung Claire Kim ◽  
Sandra L. Cooke
Keyword(s):  
Health Belief Model ◽  
Behavioral Intentions ◽  
Health Belief ◽  
Positive Behaviors ◽  
Mediating Mechanisms ◽  
Emotional Aspects ◽  
The Media ◽  
Belief Model ◽  
The Impact ◽  
The Health Belief Model

We examine psychological mediating mechanisms to promote ocean health among the U.S. public. Ocean acidification (OA) was chosen as the focus, as experts consider it as important as climate change with the same cause of humanity’s excessive carbon dioxide (CO2) emissions, but it is lesser known. Empathy is a multi-dimensional concept that includes cognitive and emotional aspects. Previous literature argues that environmental empathy can facilitate positive behaviors. We tested the hypothesis that empathy affects beliefs and behavioral intentions regarding ocean health using the Health Belief Model. We found that higher empathy toward ocean health led to higher perceived susceptibility and severity from OA, greater perceived benefits of CO2 emissions reduction, greater perceived barriers, and keener attention to the media. Beliefs and media attention positively influenced behavioral intentions (e.g., willingness to buy a fuel efficient car). Theoretical and practical implications regarding audience targeting and intervention design are discussed.

Predicting Behavioral Loyalty through Community: Why Other Fans Are More Important Than Our Own Intentions, Our Satisfaction, and the Team Itself

2015 ◽  
Vol 29 (3) ◽  
pp. 318-333 ◽  
Author(s):  
Masayuki Yoshida ◽  
Bob Heere ◽  
Brian Gordon
Keyword(s):  
Behavioral Intentions ◽  
Consumer Satisfaction ◽  
Team Identification ◽  
Half Time ◽  
Community Attachment ◽  
Behavioral Loyalty ◽  
Sport Team ◽  
Professional Soccer ◽  
Actual Attendance ◽  
The Impact

A consumer’s loyalty to a specific sport team is longitudinal in nature. This longitudinal study examines the effects of consumers’ attitudinal constructs (team identification, associated attachment points, consumer satisfaction, and behavioral intentions) on behavioral loyalty in the context of a professional soccer event. To test the proposed relationships, the authors assess the impact of consumers’ self-reported measures (Time 1) on actual attendance frequency in the first half (Time 2) and the second half (Time 3) of the season. The results indicate that fan community attachment is the only construct that can predict attendance frequency over a longer period of time while team identification, satisfaction and behavioral intentions are not significant predictors of attendance frequency throughout the season. The theoretical model and results reinforce the importance of fan community attachment toward longitudinal attendance frequency and add new insights into the predictive validity of some of the attitudinal marketing measures in the field of sport management.

Darbdavio prekės ženklo vertės poveikis vartotojų suvoktai paslaugos prekės ženklo vertei ir elgsenos ketinimams

2021 ◽  
Author(s):  
◽  
Indrė Ščiukauskė
Keyword(s):  
Brand Equity ◽  
Behavioral Intentions ◽  
Service Brand ◽  
Employer Brand ◽  
The Impact

The impact of the employer brand equity on the consumers perceived service brand equity and behavioral intentions

scholarly journals Fear vs humor appeals: a comparative study of children's responses to anti-smoking advertisements

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Valentina Nicolini ◽  
Fabio Cassia
Keyword(s):  
Behavioral Intentions ◽  
Social Issues ◽  
Healthy Lifestyle ◽  
Fear Appeal ◽  
Negative Consequences ◽  
Youth Smoking ◽  
Lifestyle Habits ◽  
Content Type ◽  
Different Types ◽  
The Impact

PurposeThis study aims to examine the different effects that the fear and humor appeals in anti-smoking advertisements for children have on their affective reactions to the advertisements, on their beliefs about smoking and on their behavioral intentions to smoke.Design/methodology/approachThis paper presents the findings of a qualitative research study conducted in Italy with children aged from 8 to 11 years.FindingsThe results indicated that the humor appeal is a useful method for conveying a social theme in a pleasant way and creating a likable character that becomes an example for children to imitate; however, it is necessary to employ the fear appeal to make children reflect carefully about the negative consequences of smoking.Research limitations/implicationsThis study examined only children's behavioral intentions derived from anti-smoking advertisements, but future research should also examine their real behaviors after a period following repeated viewing of public service announcements about smoking prevention or other social issues.Practical implicationsUnderstanding how different types of appeals can influence children represents an important result for the prevention of youth smoking and the promotion of healthy lifestyle habits during childhood.Social implicationsUnderstanding how different types of appeals can influence children represents an important result for the prevention of youth smoking and the promotion of healthy lifestyle habits during childhood.Originality/valueFew studies have examined the impact of social advertisements on children, and particularly little is known about the effectiveness of fear appeals on this group.

If Childish Gambino Cares, I Care: Celebrity Endorsements and Psychological Reactance to Social Marketing Messages

2020 ◽  
Vol 26 (2) ◽  
pp. 80-92
Author(s):  
Stephanie Schartel Dunn ◽  
Gwendelyn Nisbett
Keyword(s):  
Behavior Change ◽  
Social Marketing ◽  
Behavioral Intentions ◽  
Source Credibility ◽  
Psychological Reactance ◽  
Heuristic Evaluation ◽  
Persuasive Messages ◽  
Message Source ◽  
Positive Message ◽  
The Impact

Background: Increasingly, celebrities are used as spokespeople for nearly all types of marketing. Endorsements can build positive celebrity-brand associations, resulting in favorable brand, product, or issue knowledge. Focus of the Article: This project examines the impact of celebrity influence in social marketing campaigns. Source and receiver characteristics are used to explore how people react to such persuasive messages from celebrities and how those reactions influence behavior. Research Question: Do race (RQ1) and gender (RQ2) of celebrity influence perceptions of (a) credibility, (b) similarity, and (c) heuristic evaluation? How do these factors influence message evaluation (RQ3)? Perceptions of (a) source credibility and (b) similarity as well as (c) heuristic evaluations will increase positive message evaluations (H1). Such positive message evaluations will increase behavioral intentions (H4). Level of (a) perceived source credibility, (b) perceived similarity, and (c) heuristic evaluation of a message is negatively related to message reactance (H2). The level of psychological reactance to a message source is negatively related to behavioral intent related to the message topic (H3). Importance to the Social Marketing Field: The objective of this study is to better understand how characteristics of celebrities, perceptions of the celebrities, and psychological barriers impact intended behavior change attributed to a social marketing message. Because social marketing seeks behavior change as part of an exchange with the targeted audiences, this study contributes a basic understanding of how attributes of the speaker impact social marketing effectiveness. Methods: An experiment was conducted ( N = 798) comparing how persuasive messages from celebrities of different genders and races are perceived. Results: Results indicate that there are significant differences in how persuasive messages from female celebrities are received as compared to messages from male celebrities. Further, race was shown to play a role in feelings of psychological reactance in response to the persuasive messages. Recommendations for Research of Practice: Results suggests marketers should seek out celebrity spokespeople who have the ability to be well-liked by members of the targeted market. The desire to identify with the message source can be a significant enough benefit to inspire behavior change. Having a spokesperson the audience wants to align themselves with is positively correlated with behavioral intentions.

Can a replacing sponsor benefit?

2019 ◽  
Vol 53 (12) ◽  
pp. 2481-2500 ◽  
Author(s):  
François Anthony Carrillat ◽  
Reinhard Grohs
Keyword(s):  
Behavioral Intentions ◽  
Underlying Mechanism ◽  
Randomized Experiments ◽  
Altruistic Motive ◽  
Content Type ◽  
Consumer Responses ◽  
Sponsorship Effectiveness ◽  
The Common ◽  
The Impact ◽  
The Relationship

Purpose This paper aims to examine the common situation where the sponsor of an event is replaced and the impact of this situation on consumers’ behavioral intentions toward the new sponsor. Design/methodology/approach An original conceptual framework was developed to account for consumers’ reactions toward a new sponsor in the context of a sponsorship change, depending on whether the former and new sponsors are competitors, the duration of the relationship between the former sponsor and the event (tenure length), and the level of congruence between the new and the former sponsor and the event. This framework, based on consumer motive attributions, was tested by means of three completely randomized experiments. Findings The results of the first experiment show that if the former and new sponsors are competitors, consumers’ behavioral intentions toward the new sponsor are more positive if the former sponsor’s tenure duration was short. When the former and the new sponsors are not competitors, the former sponsor’s tenure duration does not impact behavioral intentions. The second experiment demonstrates that consumers’ altruistic motive attributions are the underlying mechanism that explains these effects. Finally, the third experiment identifies a boundary condition, that is, these effects occur only if the new and the former sponsor are congruent with the sponsored property. Research limitations/implications This research has not considered the situation where the former and new sponsors have different levels of congruence with the event (e.g. when the former sponsor is congruent but the new sponsor is incongruent with the event) and has examined only sponsorship tenure durations of one versus 15 years. Practical implications Sponsorship managers learn that replacing a sponsor that was supporting the event for a short rather than a long period of time is more beneficial, but only if replacing a competitor that is congruent with the sponsored property. The reason is that such a replacement triggers more altruistic motive attributions compared with contexts where the former sponsor is not a competitor or incongruent with the sponsored property. Suggestions of sponsorship activation strategies known to increase perceptions of altruism are provided to enhance sponsorship effectiveness for new sponsors. Originality/value This study is the first to look at how consumer responses to a new sponsor vary depending on the former sponsor’s tenure length, competitor status and event congruency.

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