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Annual Conference 2019

del 28 al 31 de March del 2019

Marriott City Center, Dallas, TX

Proposal authors of accepted papers can use the tool below (scroll down) to see where they have been placed in the agenda. Note: Special Topics sessions - Only the submitter's name is searchable, not panelists. [If you wish an overview of the conference please click here: Conference Overview Agenda.

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8.1a How Price Discounts Increase Compliance with Assertive Messages for Prosocial Behavior

domingo, el 31 de marzo de 2019 a las 10:15–11:45 CDT
1-Normandy A
Abstract

This research is an examination of three key marketing factors—product, price, and promotion—to observe how they shape the effectiveness of prosocial advertising campaigns. In two experiments, we found that attitudes and behavioral intentions toward recycling and charity advertising depend on whether advertised products are hedonic or utilitarian, whether prices are full or discounted, and whether advertising messages are assertive or nonassertive. The findings from both experiments converge on the conclusion that for hedonic products, nonassertive (vs. assertive) messages are more effective with a full-priced purchase, whereas assertive (vs. nonassertive) message are more effective with a discounted-price purchase; however, for utilitarian products, the persuasiveness of assertive vs. nonassertive messages did not differ regardless of price discount.

First & Corresponding Author

Hyejin Bang, University of Kansas
Authors in the order to be printed.

Hyejin Bang, University of Kansas; Dongwon Choi, Kookmin University; Sukki Yoon, Bryant University; Tae Hyun Baek, University of Kentucky

Additional Authors

Dongwon Choi, Kookmin University
Sukki Yoon, Bryant University
Tae Hyun Baek, University of Kentucky
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