Self activation of advertisements

Self-activation effect of advertisements, which holds that attractiveness-relevant products in advertisements can increase consumer self-activation and lower con- sumer self-evaluation. Self-activation effect of ads: placing products in an advertisement context can interact with the hedonic level of products to activate the self, and as a consequence, ads can exert self-evaluative effects. According to the study, “advertisements displaying beauty-enhancing (rather than problem-solving) products are likely to remind consumers of their own shortcomings” this, in turn, makes them view themselves more negatively.

self activation of advertisements Association for consumer research labovitz school of business & economics, university of minnesota duluth, 11 e superior street, suite 210, duluth, mn 55802 the self-activation effect of advertisements: ads can affect whether and how consumers think about the self.

Trampe d, stapel da, siero fw (2011), the self-activation effect of advertisements : ads can affect whether and how consumers think about the self, journal of consumer research 37, (6), 1030–1045. Request pdf on researchgate | the self-activation effect of advertisements: ads can affect whether and how consumers think about the self | comparing consumption with nonconsumption situations, we propose and test the self-activation effect of advertisements, which holds that attractiveness-relevant products in advertisements can increase consumer self-activation and lower consumer self-evaluation.

The authors propose the self-activation effect of ads, which holds that hedonic (as opposed to utilitarian) products in ads address individuals in their capacity as consumers, and consequently, consumers’ self-concept is activated and changed.

We hypothesize that the type of attractiveness-relevant product (enhancing vs problem-solving) interacts with the advertisement context to affect self-activation and self-evaluation, such that the self-activation effect of advertisements holds primarily for enhancing products. Comparing consumption with nonconsumption situations, we propose and test the self-activation effect of advertisements, which holds that attractiveness-relevant products in advertisements can increase consumer self-activation and lower consumer self-evaluation.

The self-activation effect of advertisements: ads can affect whether and how consumers think about the self trampe, debra, (2011) beauty as a tool : the effect of model attractiveness, product relevance, and elaboration likelihood on advertising effectiveness. Comparing consumption with nonconsumption situations, we propose and test the self-activation effect of advertisements, which holds that attractiveness-relevant products in advertisements can increase consumer self-activation and lower consumer self-evaluation four experiments provide support for t. How do beauty product ads affect consumer self esteem and purchasing exposure to beauty-enhancing products in advertisements lowered consumers' self-evaluations, in much the same way as. The self-activation effect of advertisements: ads can affect whether and how consumers think about the self comparing consumption with nonconsumption situations, we propose and test the self-activation effect of advertisements, which holds that attractiveness-relevant products in advertisements can increase consumer self-activation and lower consumer self-evaluation.

Self activation of advertisements

Following these earlier findings, we propose that if advertisements address the self and thereby activate thoughts about the self, then advertisements may, in turn, be used as a standard against which consumers evaluate the self.

  • Consumers seem to 'compare' themselves to the product images in advertisements, even though the advertisement does not include a human model, the authors write exposure to beauty-enhancing products in advertisements lowered consumers' self-evaluations, in much the same way as exposure to thin and attractive models in advertisements has been found to lower self-evaluations, the authors conclude.

The self-activation effect of advertisements: ads can affect whether and how consumers think about the self journal of consumer research contact [email protected] for a copy of the study. Trampe et al (2009) provided evidence for the self-activation effect of ads: placing products in an advertisement context can activate the self, and as a consequence, ads can exert self-evaluative effects on consumers.

self activation of advertisements Association for consumer research labovitz school of business & economics, university of minnesota duluth, 11 e superior street, suite 210, duluth, mn 55802 the self-activation effect of advertisements: ads can affect whether and how consumers think about the self. self activation of advertisements Association for consumer research labovitz school of business & economics, university of minnesota duluth, 11 e superior street, suite 210, duluth, mn 55802 the self-activation effect of advertisements: ads can affect whether and how consumers think about the self. self activation of advertisements Association for consumer research labovitz school of business & economics, university of minnesota duluth, 11 e superior street, suite 210, duluth, mn 55802 the self-activation effect of advertisements: ads can affect whether and how consumers think about the self.
Self activation of advertisements
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