Determinants of Consumer Attitudes Toward Prosocial Products: A Focus on the Communication of Love (vs. Pride, Hope, and Compassion) Within Advertisements

Heribert Gierl

doi:10.15358/0344-1369-2023-1-4

Contents
- Chapter Expand | CollapseAuthorsPage
- 1–1 Titelei/Inhaltsverzeichnis 1–1
- 2–3 Editorial 2–3
- 4–29 Determinants of Consumer Attitudes Toward Prosocial Products: A Focus on the Communication of Love (vs. Pride, Hope, and Compassion) Within Advertisements Heribert Gierl Heribert Gierl 4–29
- 30–47 Effective Return Prevention Measures in the Post-purchase Stage: A Best-Worst Scaling Approach Benedikt M. Brand, Cristopher Siegfried Kopplin Benedikt M. Brand, Cristopher Siegfried Kopplin 30–47
- 48–65 Smart Transformative Services to Defuse Crises? Kira Marie Heimann, Nicola Bilstein, Michelle Désirée Haurand Kira Marie Heimann, Nicola Bilstein, Michelle Désirée Haurand 48–65
- 66–86 Rewards for a Healthy Lifestyle: The Impact of Reward Type and Timing in Pay-As-You-Live Pricing Franziska Unger, Martina Steul-Fischer Franziska Unger, Martina Steul-Fischer 66–86
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Marketing ZFP , page 4 - 29

Determinants of Consumer Attitudes Toward Prosocial Products: A Focus on the Communication of Love (vs. Pride, Hope, and Compassion) Within Advertisements

Autoren

Heribert Gierl

DOI
- doi.org/10.15358/0344-1369-2023-1-4
- ISSN: 0344-1369
- ISSN online: 0344-1369
Abstract

Marketers often use appeals that emphasize the responsibility and the consequences of consumer decisions to help persons, animals, and nature in need, or they use appeals that evoke the predominantly negative emotion of compassion. We focus on another type of appeal that marketers might use: the promise of experiencing positive emotions. We use broaden-and-built theory to conclude that the promise of experiencing positive emotions when helping others increases consumers’ willingness to engage in prosocial behavior. We use emotional-appraisal theory to conclude that the promise of experiencing love is more effective than the promise of experiencing pride or hope. Our research is innovative in that we tested the promise of positive emotions. This kind of message can be used in an advertising environment. We created print advertisements of companies promoting products that promised the experience of love, pride, or hope and ad versions that included an appeal for compassion (supplemented with an emotion-absent condition). The ads promoted fair-trade products aimed at helping farmers in need, products that help endangered animal species, and products that addressed nature as a whole in need. We mostly found support for our hypotheses. However, the promise of experiencing love by taking care of nature by purchasing special products was not effective.
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