- Apply for Authority
- P-ISSN1738-3110
- E-ISSN2093-7717
- SCOPUS
ISSN : 1738-3110
The Interaction Roles of Ambient Pride Type and Advertisement Type on Product Evaluation
- Downloaded
- Viewed
Abstract
Purpose - This study investigates whether the effectiveness of self trait-advertisement versus communion-focused advertisement on product evaluations depends on a type of pride felt as ambient emotion. It also explores whether the mediating roles of cognitive and affective response to the effect of the advertisement type on product evaluation are moderated by types of pride such as hubristic pride or authentic pride. Research Design, Data, and Methodology - This research uses a restaurant service as the experimental object and employs a 2 (pride type: hubristic pride vs. authentic pride) × 2 (advertisement type: self trait-focused advertisement versus communion-focused advertisement) between-subjects design, with cognitive response and affective response as within-subject. Each experimental group consisted of 40 undergraduate students assigned to participate in the experiment. One questionnaire from the authentic pride and self-trait focused advertisement group and two questionnaires from the hubristic pride and communion-focused advertisement group were removed due to answer errors, resulting in a participant number of 157. The author conducts a 2 (pride type: hubristic pride vs. authentic pride) × 2 (advertisement type: self trait-focused advertisement versus communion-focused advertisement) ANOVA on advertised product evaluations, and to better understand the interaction effects, also conducts separate analysis of the hubristic and the authentic pride groups. Additionally, the study conducts mediated moderation analysis to check the mediation role difference of the cognitive response and the affective response to each advertisement on the interaction effects on product evaluations between the hubristic and the authentic pride groups. Results - The findings indicate that participants in the hubristic pride group more positively evaluate the product in self-trait focused advertisement, whereas participants in the authentic pride group more positively evaluate the product in communion-focused advertisements. In addition, the mediating role of cognitive response on the positive interaction effect of advertisement type and pride type on product evaluation is partially moderated by the pride type. However, the mediating role of affective response on the positive interaction effect of advertisement type and pride type on the product evaluation is not moderated by the pride type. Conclusions - The results of this study contribute to advertisement theory development by exploring interaction effects of ambient pride type and advertisement type on product evaluation, as well as to the theory of consumer behavior by exploring how pride type moderates the mediating roles of cognitive response on the positive interaction effect of advertisement type and pride type on product evaluation. From the perspective of the current research, advertisers should research what kinds of events consumers have experienced to increase the effectiveness of their advertisements, and use self-trait advertisements when consumers are grouped under ambient hubristic pride, and use communion-focused advertisements when consumers are grouped under ambient authentic pride. However, future research is necessary to discover the reasons why the mediating role of affective response to advertisements in the interaction effects of pride type and advertisement type on product evaluation is not moderated by pride type.
- keywords
- Advertisement Type, Affective Response, Cognitive Response, Pride Type, Product Evaluation
Reference
Andrade, Eduardo B. (2005). Behavioral Consequences of Affect:Combining Evaluative and Regulatory Mechanisms. Journal of Consumer Research, 32(December), 355-361.
Ashton-James, Claire E., & Tracy, Jessica L. (2012). Pride and Prejudice: How Feelings About the Self Influence Judgments of Others. Personality and Social Psychology Bulletin, 38(4), 446-476.
Bakan, David (1966). The duality of human existence. Chicao:RandMcNally.
Bartz, Jennifer A., & Lydon, John E. (2004). Close Relationships and the Working-Self Con- cept: Implicit and Explicit Effects of Priming Attachment on Agency and Communion. Personality and Social Psychology Bulletin, 30(11), 1389-1401.
Beer, Jennifer S., & Keltner, Dacher (2004). What Is Unique about Self-conscious Emotions? Psychological Inquiry, 15(2), 126-129.
Bettman, James R, (1992). The Decision Maker Who Came in from the Cold. In L. McAlister, L. Michael, P. Rothschild, Advances in Consumer Research, Vol 20(pp.7-11), UT:Association for Consumer Research.
Bὅhm, Gisela, & Pfister, Hans-Rὔdiger (1996). Instrumental or Emotional Evaluations: What Determines Preferences? Acta Psychologica, 93(1-3), 135-148.
Bosmans, Anick, & Baumgartner, Hans (2005). Goal Relevant Emotional Information: When Extraneous Affect Leads to Persuasion and When It Does Not. Journal of Consumer Research, 32(3), 424-434.
Brown, Polly, Keenan, Janice M., & Potts, George R, (1986). The Self-Reference Effect with Imagery Encoding. Journal of Personality and Social Psychology, 51(November), 897-906.
Bumkrant, Robert E., & Unnava, H. Rao (1995). Effects of Self-Referencing on Persuasion. Journal of Consumer Research, 22(June), 17-26.
Carver, Charles S., & Scheier, Michael F. (1981). Attention and Self-Regulation: A Control-Theory Approach to Human Behavior, New York: Springer.
Choi, Nak-Hwan, Oyunbileg, Tamir, & Tsogtbayar, Naranzul (2015). The Effect of Ambient Sadness on Hedonic Choice. Journal of Distribution Science, 13(3), 11-20.
Clark, Mai-garet S., & Isen, Alice M. (1982). Toward Understanding the Relationship between Feeling States and Social Behavior. In Albert H. Hastorf and Alice M. Isen, Cognitive Social Psychology(pp. 73-108), New York: Elsevier North-Holland.
Cole, Henry (2003). Marketing Real Estate Services: Smart Work versus Hard Work in Personal Selling. Services Marketing Quarterly, 25(2), 43-53.
Crites, S. L., Fabrigar, L. R., & Petty, R. E. (1994). Measuring the affective and cognitive properties of attitudes:Conceptual and methodological issues. Personality and Social Psychology Bulletin, 20(6), 619-634.
Crocker, J., & Knight, Katherine M. (2005). Contingencies of Self-Worth. Current Directions in Psychological Science, 14(4), 200-203.
Crocker, J., & Park, L. E. (2004). The costly pursuit of self-esteem. Psychological Bulletin, 130(3), 392-414.
DeBono, K. G., & Harnish, R. J. (1988). Source expertise, source attractiveness, and the processing of persuasive information: A functional approach, Journal of Personality and social Psychologry, 55, 541-546.
Duval, Shelley & Wicklund, Robert A. (1972). A Theory of Objective Self-Awareness, New York: Academic.
Duval, T. Shelley, Duval, Virginia H., & Mulilis, John-Paul (1992). Effects of Self-Focus, Discrepancy between Self and Standard, and Outcome Expectancy Favorability on the Tendency to Match Self to Standard or to Withdraw. Journal of Personality and Social Psychology, 62(2), 340-348.
Fennis, B. M., & Bakker, A. B. (2001). Stay tuned-we will be back right after these messages: Need to evaluate moderates the transfer of irritation in advertising. Journal of Advertising, 30(3), 15-25.
Fishbach, Ayelet, & Dhar, Ravi (2005). Goals as Excuses or Guides: The Liberating Effect of Perceived Goal Progress on Choice. Journal of Consumer Research, 32(December), 370–377.
Fishbach, Ayelet & Zhang, Ying (2008). Together or Apart:When Goals and Temptations Complement versus Compete. Journal of personality and Social Psychology, 94(4), 547-559.
Forgas, Joseph P. (1995). Mood and Judgment: The Affect Infusion Model (AIM). Psychological Bulletin, 117(January), 39-66.
Gergen, Kenneth J. (1968). Personal Consistency and Presentation of Self in Chad Gordon and Kenneth J. Gergen, The Self in Social Interaction, Vol. 1(pp. 299-308), New York: Wiley.
Ghassemzadeh, H., Hojabri, R., Eftekhar, F., & Sharifi, M. (2013). Knowledge Sharing in Health Industry: Influences of, Personal, Organizational and Social Factors. East Asian Journal of Business Management, 3(1), 29-35.
Giner-Sorolla, R. (2001). Guilty Pleasures and Grim Necessities:Affective Attitudes in Dilemmas of Self-Control. Journal of Personality and Social Psychology, 80, 216-221.
Gross, James J. (1998). The Emerging Field of Emotion Regulation: An Integrative Review. Review of General Psychology, 2(September), 271-299.
Hart, Claire M., Sedikides, Constantine, Wildschut, Arndt, Tim Jamie, & Routledge, Clay (2011). Nostalgic Recollections of High and Low Narcissist. Journal of Research in Personality, 45, 238-242.
Homburg, C., Wieske, J., & Hoyer, W. D. (2009). Social Identity and the Service-Profit Chain. Journal of Marketing, 73(2), 38-54.
Isen, Alice M., & Simmonds, Stanley F. (1978). The Effect of Feeling Good on a Helping Task That Is Incompatible with Good Mood. Social Psychology, 41(December). 346-349.
Johnson, Marcia K,, Foley, Mary Ann, Suengas, Aurora G., & Raye, Carol L, (1988). Phenomenal Characteristics of Memories for Perceived and Imagined Autobiographical Events. Journal of Experimental Psychology: General, 117(December), 371-376.
Judd, Charles. M., James, Hawkins L., Yzerbye, Vinvent, and Kashima, Yoshihisa (2005). Fundamental Dimensions of Social Judgement: Understanding the Relations between Judgements of Competence and Warmth. Journal of Personality and Social Psychology, 89(6), 899-913.
Khan, U., & Dhar, R. (2006). Licensing effect in consumer choice. Journal of Marketing Research, 43(May), 259-266.
Krishnamurthy, Parthasarathy & Sujan, Mita (1999). Retrospection versus Anticipation: The Role of the Ad under Retrospective and Anticipatory Self-Referencing. Journal of Consumer Research, 26(June), 55-69.
Laran, Juliano (2010). Goal Management in Sequential Choices:Consumer Choices for Others Are More Indulgent than Personal Choices. Journal of Consumer Research, 37(August), 304–314.
Lavine, H., & Snyder, M. (1998). Personality and persuasion in politics: The traitsituational matching model. Paper presented at the symposium on Social Determinants and Consequences of Aspects of the Self-Concept at the annual meeting of the American Psychological Society, Washington, D.C.
Linville, Patricia W., & Carlston, Donald E. (1994). Social Cognition of the Self. In Patricia, G., Devine et al. Social Cognition: Impact on Social Psychology(pp.143-193), San Diego, CA: Academic Press.
Lutz, Kathy A., & Lutz, Richard J. (1978). Imagery-Eliciting Strategies: Review and Implications of Research. In Kent Hunt, Ann Abor, Advance in Consumer Research Vol.5(pp. 611-620), Association for Consumer Research.
MacInnis, D. J., & Price, J. L. (1987). The Role of Imagery in Information Processing: Review and Extensions. Journal of Consumer Research, 13(March), 473-491.
Maclnnis, D. J., & Patrick, V M. (2006). A Spotlight on Affect:The Role of Affect and Affective Forecasting on Self-Regulation and Impulse Control. Journal of Consumer Psychology, 16(3), 224-231.
Markus, Hazel (1977). Self-Schemata and Processing Information about the Self. Journal of Personality and Social Psychology, 35(August), 63-78.
May, Frank, & Irmak, Caglar (2014). Licensing Indulgence in the Present by Distorting Memories of Past Behavior. Journal of Consumer Research, 41(October), 624-641.
Mick, D. G. (1992). Levels of Subjective Comprehension in Advertising Processing and Their Relation to Ad Perceptions, Attitudes and Memory. Journal of Consumer Research, 18(March), 411-424.
Mueller, Barbara (1992). Standardization vs. Specialization: An Examination of Westernization in Japanese Advertising. Journal of advertising Research, 32(1), 15-24.
Muller, D., Judd, C. M., & Yzerbyt, V. Y. (2005). When Moderation is Mediated and Mediation is Moderated. Journal of Personality and Social Psychology, 89(6), 852-863.
Park, C. Whan, & Young, S. Mark (1986). Consumer Response to Television Commercials: The Impact of Involvement and Background Music on Brand Attitude Formation. Journal of Marketing Research, 23(1), 11-24.
Raghunathan, Raj, & Pham, Michel T. (1999). All Negative Moods Are Not Equal: Motivational Influences of Anxiety and Sadness on Decision Making. Organizational Behavior and Human Decision Processes, 79(1), 56-77.
Rook, Dennis W. (1988). Researching Consumer Fantasy. In E. Hirschman,and J. Sheth, Research in Consumer Behavior(pp. 247-270), JAI Press, Greenwich, CT.
Schwarz, Nobert, & Clore, Gerald L. (1983). Mood, Misattribution, and Judgments of Well-Being: Informative and Directive Functions of Affective States. Jounal of Personality and social Psychology, 45(3), 445-453.
Shiv, Baba, & Huber, Joel (2000). The Impact of Anticipating Satisfaction on Consumer Choice. Journal of Consumer Research, 27(March), 202-216.
Singelis, Theodore M. (1994). The Measurement of Independent and Interdependent Self-Construals. Personality and Social Psychology Bulletin, 20(5), 580-591.
Smith, Craig A., & Ellsworth, Phoebe C. (1985). Patterns of Cognitive Appraisal in Emotion. Journal of Personality and Social Psychology, 48(April), 813–838.
Strahilevitz, Michal A., & Myers, John G. (1998). Donations to Charity as Purchase Incentives: How Well They Work May Depend on What You Are Trying to Sell. Journal of Consumer Research, 24(March), 434-46.
Sujan, Mita, Bettman, James R., & Baumgartner, Hans (1993). Influencing Consumer Judgements Using Autobiographical Memories: A Self-Referencing Perspective. Journal of Marketing Research, 30(November), 422-436.
Tracy, J. L., Cheng, J. T., Martens, J. P., & Robins, R. W. (2011). The affective core of narcissism: Inflated by pride, defalted by shame. In W. K. Campbell, & J. Miller, Handbook of narcissism and narcissistic personality disorder(pp. 330-343), New York: Wiley.
Tracy, Jessica L., & Robins, Richard W. (2004). Putting the Self into Self-Conscious Emotions: A Theoretical Model. Psychological Inquiry, 15(2), 103-125.
Tracy, Jessica L., & Robins, Richard W. (2007). The Psychological Structure of pride: A Tale of Two Facets. Jounal of Personality and Social Psychology, 92(3), 506-525.
Tulving, Endel (1993). What Is Episodic Memory? Current Directions in Psychological Science, 2(June), 67-70.
Tversky, Amos, & Griffin, Dale (1991). Endowment and Contrast. In Fritz Stark, Michael Argyle, and Norbert Schwarz, Judgments of Well-Being(pp. 101-118). New York.
Tversky, Amos, Sattah, Shmuel, & Slovic, Paul (1988). Contingent Weighting in Judgment and Choice. Psychological Review, 95(July), 371-384.
Walker, B. A., & Olson, J. C. (1993). The Activated Self in Consumer Behavior: A Cognitive Structure Perspectives. Working papers in marketing; 184, University Park, Pa. :The Mary Jean and Frank P. Smeal College of Business Administration.
Weiss, Liad and Johar, Gita V. (2013), Egocentric Categorization and Product Judgment: Seeing Your Traits in What You Own (and Their Opposite in What You Don’t). Journal of Consumer Research, 40(1), 185-201.
Wilcox, Keith., Kramer, T., & Sen, S. (2011). Indulgence or self-control: A dual process model of the effect of incidental pride in indulgent choice. Journal of Consumer Research, 38(June), 151-163.
Witherington, David C., & Crichton, Jennifer (2007). Frameworks for Understanding Emotion and Their Development:Functionalist and Dynamic System Approaches. Emotion, 7(3), 628-637.
Xu, Jing, & Schwarz, Norbert (2009). Do We Really Need a Reason to Indulge?. Journal of Marketing Research, 46(Feburary), 25-36.
Zhang, Hong, Chan, Darius K.-S., & Guan, Yanjun (2013). Plans Are More Helpful When One Persevers: The Moderating Role of Persistence in the Relationship Between Implementation Intentions and Goal Progress. Basic and Applied Social Psychology, 35(2), 231-240.
Zhang, Y., & Khare, A. (2009). The impact of accessible identities on the evaluation of global versus local products. Journal of Consumer Research, 36(3), 524-537.
Zhou, Xinyue, Sedikides, Constantine, Wildschut, Tim, and Gao, D. G. (2008), Counteracting loneliness: On the restorative function of nostalgia. Psychological Science, 19(10), 1023-1029.
Zillmann, Dolf (1988). Mood Management through Communication Choices. American Behavioral Scientist, 31(3), 327–340.
- Downloaded
- Viewed
- 0KCI Citations
- 0WOS Citations