KOREASCHOLAR

IMMORAL METAPHORS IN ADVERTISING INCREASE CONSUMER INDULGENCE

Jasmina Ilicic, Stacey M. Baxter, Alicia Kulczynski
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/350666
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Global Marketing Conference
2018 Global Marketing Conference at Tokyo (2018.07)
p.91
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Abstract

Two experimental studies examine the effect of morality metaphors in advertising on consumer indulgence. The results of Experiment 1 provide evidence to suggest that consumer rebelliousness mediates the effect of morality metaphors on indulgent consumption, with Experiment 2 providing further evidence of the rebelliousness process underlying the immorality-indulgence effect.

Keyword
metaphormoralityreversal theoryrebelliousnessassertive messageindulgence
Author
  • Jasmina Ilicic(Monash University, Australia)
  • Stacey M. Baxter(The University of Newcastle, Australia)
  • Alicia Kulczynski(The University of Newcastle, Australia)