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