Effects of underdog (vs. top dog) positioning advertising

Autor:	James W. Gentry, Jungyeon Sung, Lee Phillip McGinnis, Sunkyu Jun
Rok vydání:	2015
Předmět:	Marketing Communication media_common.quotation_subject Perspective (graphical) Trait Personality Advertising Psychology Social psychology Empathic concern media_common
Zdroj:	International Journal of Advertising. 34:495-514
ISSN:	1759-3948 0265-0487
DOI:	10.1080/02650487.2014.996199
Popis:	The study investigates individual differences in attitudes towards brands being positioned as underdogs in advertising from an emotional perspective. We argue that the personality trait of empathic concern moderates the underdog effect on brand attitude and that the moderating effect is mediated by empathic response to the advertisement. We conducted three experiments with ads using top-dog and underdog appeals. Those who have stronger empathic concern showed more favourable attitudes towards the brand advertised through underdog positioning, and the effect of empathic concern was mediated by the empathic response to the underdog positioning advertisement. For managers, targeting consumers who have high levels of empathic concern could result in more favourable attitudes towards underdog businesses when using underdog appeals.
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_________::698e7257992234ee1dbd2783b323c9eb https://doi.org/10.1080/02650487.2014.996199 Zobrazit plný text záznamu Plný text ve formátu PDF Plný text ve formátu HTML
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