Effects of Congruence of Product, Visual Image, and Consumer Self-Image on Art Infusion Advertising

2015 ◽  
Vol 43 (10) ◽  
pp. 1725-1740 ◽  
Author(s):  
Jieun Lee ◽  
Junghyun Kim ◽  
Jinhyun Yu
Keyword(s):  
University Students ◽  
Purchase Intention ◽  
Visual Art ◽  
Positive Emotion ◽  
Visual Image ◽  
Consumer Response ◽  
Moderating Effects ◽  
Self Image ◽  
Image Congruence ◽  
Art Infusion

Although previous researchers have reported that use of visual art in advertising induces more positive responses in consumers than does no art, which variables are important in inducing these responses has been largely unexamined. We investigated the moderating effects on advertising of the congruence between product and visual image, and also the congruence between visual image and self-image. The sample consisted of 228 university students in Korea and the results showed that the students experienced stronger purchase intention when exposed to art infusion advertising with high levels of advertisement–product congruence and advertisement–self-image congruence than they did when the levels of congruence were low. Further, we found that positive emotion mediated the effects of art infusion advertising on attitude toward advertising only for a hedonic product, and that consumer response to art infusion advertising differed according to product type.

An alternative view of the millennial green product purchase: the roles of online product review and self-image congruence

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Yen Thi Hoang Nguyen ◽  
Hung Vu Nguyen
Keyword(s):  
Purchase Intention ◽  
Alternative View ◽  
Green Product ◽  
Product Review ◽  
Content Type ◽  
Green Consumption ◽  
Self Image ◽  
Online Product Review ◽  
Image Congruence ◽  
Attitude Behavior

PurposeThe paper aims to provide an alternative view to green consumption behaviors of millennials. In fact, studies on green consumption have usually assumed a common attitude–behavior model for different generations. Instead, the view in this paper highlights two other constructs, online product review and self-image congruence, as the key antecedents to the behavior among the generation.Design/methodology/approachTo test our proposed model, an online survey with a sample of 305 millennials in Vietnam was conducted. The sample shares similar demographic features with the millennials in the country. The data were collected in popular social networks and then validated before being analyzed with AMOS.FindingsThe model analysis results provided supports for the key roles of online product review and self-image congruence among millennials. In particular, online product review was found to have both direct and mediational impacts on green product purchase intention. Self-image congruence was also found to be a key antecedent to the intention.Research limitations/implicationsThe model in this paper only examined the purchase intention. Moreover, only a single sample of millennials in Vietnam was investigated. Future research may incorporate the green consumption behavior to enhance the external validity and/or directly compare models for different generations or across countries to further confirm the differential generational patterns.Practical implicationsThe paper includes recommendations for managers to use the online channels and to promote green product self-matching among millennials. These recommendations are not contrary to but go beyond the frequently suggested ones for attitude-related training or communication campaigns for green consumption.Originality/valueThis paper fills an identified gap to provide an alternative view to green consumption behaviors of millennials. Different from the common attitude–behavior view in green consumption research, two key constructs of online product review and self-image congruence are highlighted for the generation in this paper.

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