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Article
Publication date: 9 May 2022

Felix Septianto, Reza Ashari Nasution, Devi Arnita and Yuri Seo

This study aims to investigate how charitable advertising effectiveness in response to threat-based awe, an emotional response that typically arises in the presence of…

Abstract

Purpose

This study aims to investigate how charitable advertising effectiveness in response to threat-based awe, an emotional response that typically arises in the presence of natural disasters, is likely to depend on the construal level.

Design/methodology/approach

Three experimental studies were conducted to examine the positive and negative effects of threat-based awe on charitable advertising effectiveness. Further, the moderating role of construal level was tested and the underlying mechanisms established.

Findings

Consumers who experience a high (vs low) level of threat-based awe donate more when evaluating a disaster-relief advertisement processed at a high construal level (e.g. when an advertisement is framed as a “why” message) but donate less when evaluating a disaster-relief advertisement processed at a low construal level (e.g. when an advertisement is framed as a “how” message). Further, the authors established two distinct mechanisms underlying these divergent effects. At a high construal level, consumers are driven by concern for others, whereas at a low construal level, consumers are driven by feelings of powerlessness.

Research limitations/implications

The present research contributes to the literature on how emotions influence charitable advertising effectiveness by establishing the divergent effects of threat-based awe and the moderating role of construal level.

Practical implications

This paper offers managerial implications for nonprofits and charities in developing effective charitable advertising strategies in the context of natural disaster-relief campaigns.

Originality/value

The present research provides a novel perspective on when and why threat-based awe, a unique emotion arising in the case of natural disasters, can lead to positive or negative effects on charitable advertising effectiveness.

Details

European Journal of Marketing, vol. 56 no. 5
Type: Research Article
ISSN: 0309-0566

Keywords

Article
Publication date: 5 May 2020

Felix Septianto, Yuri Seo, Billy Sung and Fang Zhao

This study aims to investigate how the effectiveness of luxury advertising can be improved by matching the emotional (promotion pride vs prevention pride) and luxury value…

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Abstract

Purpose

This study aims to investigate how the effectiveness of luxury advertising can be improved by matching the emotional (promotion pride vs prevention pride) and luxury value (authenticity vs exclusivity) appeals within advertising messages.

Design/methodology/approach

Three experiments were conducted. Studies 1A and 1B establish the influence of incidental emotions and regulatory focus on consumer preferences for divergent luxury value appeals (exclusivity vs authenticity) within advertisements. Study 2 shows the match-up effects of congruent emotional and luxury value appeals on advertising effectiveness.

Findings

The authors offer causal evidence that promotion pride increases the preference for exclusivity appeals, whereas prevention pride increases the preference for authenticity appeals in luxury advertising.

Research limitations/implications

The study offers a novel perspective into the ways consumers evaluate different value appeals in luxury advertising and establishes the important role played by emotions within such evaluations.

Practical implications

Marketers of luxury products can increase the effectiveness of their advertising campaigns by considering the fit between emotional and luxury value appeals. Specifically, the authors show that the congruent matching of promotion pride with exclusivity appeals and of prevention pride with authenticity appeals within advertising messages can elicit more favorable consumer responses.

Originality/value

The study is the first to illustrate novel “match-up” effects: it shows when and how different luxury value appeals (exclusivity vs authenticity) and emotions (promotion pride vs prevention pride) influence the effectiveness of luxury advertising.

Details

European Journal of Marketing, vol. 54 no. 6
Type: Research Article
ISSN: 0309-0566

Keywords

Article
Publication date: 7 January 2021

Felix Septianto and Nitika Garg

This study aims to investigate how gratitude, as compared to pride, can leverage the effectiveness of cause-related marketing, particularly a donation-based promotion…

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Abstract

Purpose

This study aims to investigate how gratitude, as compared to pride, can leverage the effectiveness of cause-related marketing, particularly a donation-based promotion. Drawing upon the appraisal tendency framework, this study establishes the underlying process driving these emotion effects. It also examines the moderating role of product type (hedonic vs utilitarian).

Design/methodology/approach

Five studies are conducted to test the predictions. Importantly, this study examines the predicted emotion effects across different sources of affect (dispositional, incidental and integral), different subject populations (students and Amazon Mechanical Turk panel) and different product categories (water bottle, chocolate and printer), leading to robust and generalizable findings.

Findings

Results show that gratitude (vs pride) increases the likelihood of purchasing a product with a donation-based promotion. This effect is mediated by gratitude’s other-responsibility appraisal and, in turn, increased reciprocity concerns (a serial mediation). Further, this study finds that how the gratitude (vs pride) effect is attenuated when the product is hedonic (but not utilitarian) in nature.

Research limitations implications

Past study on emotion and cause-related marketing has emphasized the role of negative emotions such as guilt. This study provides empirical evidence on the potential benefit of using positive emotions such as gratitude in cause-related marketing.

Practical implications

The implications of this study can benefit marketers by highlighting the use of gratitude appeals in their cause-related marketing campaigns.

Originality/value

The findings of the present research are significant because they highlight the potential role of a discrete positive emotion – gratitude – in leveraging the effectiveness of cause-related marketing and establish the underlying process driving this effect.

Details

European Journal of Marketing, vol. 55 no. 6
Type: Research Article
ISSN: 0309-0566

Keywords

Article
Publication date: 5 September 2020

Felix Septianto, Saira Khan, Yuri Seo and Linsong Shi

This paper aims to examine how mortality-related sadness, as compared to other emotions such as fear, anger and happiness, can leverage the effectiveness of fresh start appeals.

Abstract

Purpose

This paper aims to examine how mortality-related sadness, as compared to other emotions such as fear, anger and happiness, can leverage the effectiveness of fresh start appeals.

Design/methodology/approach

Drawing upon the consumption-based affect regulation principle, this paper investigates how sadness associated with mortality can elicit the appraisal of irretrievable loss, which subsequently increases the effectiveness of fresh start appeals. These predictions are tested across three experimental studies.

Findings

Findings demonstrate that mortality-related sadness enhances donation allocations (Study 1), willingness to pay (Study 2) and favorable attitudes (Study 3) toward an advertisement promoted with a fresh start appeal. This effect is mediated by an appraisal of irretrievable loss (Studies 1–3). Moreover, the emotion’s effect only emerges among consumers who believe that their emotional experiences are stable (vs malleable) (Study 3).

Research limitations/implications

This paper investigates the effects of negative (vs positive emotions). It would thus be of interest to explore whether different discrete positive emotions may also enhance favorable evaluations of fresh start appeals.

Practical implications

While fresh start appeals have been widely used by marketers and organizations, the extant literature in this area has yet to identify how marketers can leverage the effectiveness of such appeals. This paper highlights how a specific negative emotion can be beneficial to marketers in leveraging the effectiveness of fresh start appeals.

Originality/value

The findings of this research suggest a novel potential strategy for the regulation of sadness. Specifically, consumers experiencing mortality-related sadness show favorable evaluations of fresh start appeals, indicating they are seeking to dissociate themselves from the past.

Details

European Journal of Marketing, vol. 55 no. 2
Type: Research Article
ISSN: 0309-0566

Keywords

Article
Publication date: 12 April 2022

Felix Septianto, Arnold Japutra, Billy Sung and Yuri Seo

This research draws upon construal level theory to investigate how brands can develop effective international marketing strategies using country image versus product image…

Abstract

Purpose

This research draws upon construal level theory to investigate how brands can develop effective international marketing strategies using country image versus product image across international markets with different cultural distances between them.

Design/methodology/approach

The paper reports two preliminary studies and three experimental studies in the context of Australian brands using a “clean and green” image. The preliminary studies explore how product versus country image and cultural similarity are related to construal levels. Then, Study 1 examines consumers from different countries as a proxy of cultural distance, whereas Studies 2 and 3 manipulate levels of cultural distance to test the effects on consumers. Moreover, Study 3 also uses a behavioral outcome as the focal dependent variable and tests the underlying mechanism.

Findings

The results demonstrate a significant interaction effect between country-of-origin positioning and cultural distance, such that an Australian brand emphasizing the country (vs product) image gains more favorable responses among consumers with high levels of cultural distance. Conversely, an Australian brand emphasizing the product (vs country) image gains more favorable responses among consumers with low levels of cultural distance. Further, this research identifies perceived brand cultural authenticity as the underlying process driving the interaction effect.

Originality/value

The findings of this research contribute to the literature on international marketing in general and the country-of-origin literature in particular by examining country-of-origin positioning and cultural distance from the construal level perspective. The research also provides managerial implications on how to promote products in the international market across different cultural distances.

Details

International Marketing Review, vol. 39 no. 4
Type: Research Article
ISSN: 0265-1335

Keywords

Article
Publication date: 18 March 2021

Kaushalya Nallaperuma, Felix Septianto and Argho Bandyopadhyay

The concepts of luxury and pro-environment may be viewed as being in contradiction with each other. Consequently, it is unclear how to promote pro-environmental luxury…

Abstract

Purpose

The concepts of luxury and pro-environment may be viewed as being in contradiction with each other. Consequently, it is unclear how to promote pro-environmental luxury brands. The present research seeks to develop effective advertising strategies for pro-environmental luxury brands by employing mixed emotional appeals.

Design/methodology/approach

Two experimental studies were conducted to test two hypotheses. Study 1 examines the effects of mixed emotions (happiness and sadness vs. happiness alone) on intentions to purchase a pro-environmental luxury product. Study 2 replicates the findings of Study 1 using a different product and extends it by establishing the underlying mechanism.

Findings

The results reveal that an advertisement featuring mixed emotions of happiness and sadness (vs. happiness alone) enhances intentions to purchase a pro-environmental luxury product. Further, the effect is mediated by cognitive flexibility.

Originality/value

The present research tests a novel perspective on how mixed emotional appeals can leverage the advertising effectiveness of pro-environmental luxury brands.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 34 no. 1
Type: Research Article
ISSN: 1355-5855

Keywords

Article
Publication date: 5 September 2020

Felix Septianto, Fandy Tjiptono, Widya Paramita and Tung Moi Chiew

The purpose of this paper is to examine a three-way interaction between the two motivational orientations of religiosity (i.e. intrinsic and extrinsic) and recognition (in…

Abstract

Purpose

The purpose of this paper is to examine a three-way interaction between the two motivational orientations of religiosity (i.e. intrinsic and extrinsic) and recognition (in this study, an explicit expectation that behavior is recognized) on charitable behavior. Further, drawing upon the evolutionary psychology perspective, the status motive is predicted to mediate the predicted effects.

Design/methodology/approach

Three experimental studies were conducted using a 2 (intrinsic religiosity: low/high; measured) × 2 (extrinsic religiosity: low/high; measured) × 2 (recognition: yes/no; manipulated) between-subjects design to examine the predicted effects on likelihood to donate and donation allocations in two Asian countries, namely, Indonesia and Malaysia.

Findings

The results show that recognition increases charitable behavior among consumers with a high level of extrinsic religiosity but low level of intrinsic religiosity (Studies 1a, 1b and 2). Further, a status motive mediates the predicted effects (Study 2).

Research limitations/implications

The present research provides a novel perspective on how marketers can purposively use recognition in charitable advertising to encourage charitable behavior among religious consumers – but only in Asia.

Practical implications

This paper presents the case for how a non-profit organization can develop charitable advertising for disaster relief in Indonesia (Studies 1a and 1b) and Malaysia (Study 2). The findings of this research could potentially be extended to other organizations in Asia or other countries where religiosity places an important role in consumer behavior.

Originality/value

This research shows the interactive effect between extrinsic religiosity, intrinsic religiosity and recognition can increase charitable behavior in Asia.

Details

European Journal of Marketing, vol. 55 no. 1
Type: Research Article
ISSN: 0309-0566

Keywords

Article
Publication date: 24 August 2020

Widya Paramita, Felix Septianto, Rokhima Rostiani, Sari Winahjoe and Handini Audita

This study aims to empirically test the proposition that high narcissistic consumers are more likely to perform donation-related behavior, such as the intention to donate…

Abstract

Purpose

This study aims to empirically test the proposition that high narcissistic consumers are more likely to perform donation-related behavior, such as the intention to donate and to share the donation link, compared to low narcissistic consumers when the organization’s reputation is high. Built upon the evolutionary psychology theory, this study proposes that narcissism activates the status motive, and the relationship between narcissism, organization reputation and donation-related behavior can be explained by status motive.

Design/methodology/approach

The current research comprises two between-subject experimental studies that use both measured and manipulated narcissism subsequently, whereas the organization’s reputation was manipulated in both studies.

Findings

The results demonstrate that narcissistic consumers are more likely to donate and to share the donation advertisement when the donation organization is perceived as having a high (vs low) prestige. Further, the status motive mediates the effect of narcissism on donation decisions only when the donation organization is perceived as having high (vs low) prestige.

Research limitations/implications

This research’s main limitation is that it only examines two alternate ways to improve perceived organization’s reputation (e.g. highlight the organization’s reputational features and link to reputable entities such as celebrities), although organizational literature suggests that perceived organization reputation can be improved in many ways.

Practical implications

From a practical perspective, social marketers and donation organizations potentially benefit from this research because it demonstrates that high narcissistic consumers potentially involve in donation-related behaviors more than consumers with low narcissism when the organization is perceived as highly reputable.

Originality/value

The current research contributes to the narcissism literature and adds to the evolutionary psychology theory by providing empirical evidence that narcissism, whether manifesting as a trait or a state, can activate a status motive that leads to prosocial behavior, but only when the donation organization is perceived as prestigious.

Details

Young Consumers, vol. 21 no. 4
Type: Research Article
ISSN: 1747-3616

Keywords

Article
Publication date: 18 July 2022

Widya Paramita, Felix Septianto, Marco Escadas, Devi Arnita and Reza Ashari Nasution

The present research aims to investigate the influence of organizational positioning by drawing upon moral foundations theory in relation to driving charitable giving, and…

Abstract

Purpose

The present research aims to investigate the influence of organizational positioning by drawing upon moral foundations theory in relation to driving charitable giving, and the moderating role of recognition in this regard.

Design/methodology/approach

Two experimental studies were conducted to examine the interactive effect of organizational positioning emphasizing a binding (vs an individualizing) moral foundation and donation recognition on charitable giving. Study 1 was conducted in Indonesia, while Study 2 was conducted in the US.

Findings

This research demonstrates that individuals will give higher donations to an organization with a binding (vs an individualizing) moral foundation that provides donation recognition. Further, this effect is mediated by social identity signaling.

Originality/value

The findings of this research provide a novel perspective on how organizational positioning can influence whether donation recognition increases charitable giving. Moreover, the findings offer managerial implications to non-profit organizations developing effective charitable campaigns in terms of combining appropriate organizational positioning and donation recognition strategies.

Details

Asia Pacific Journal of Marketing and Logistics, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1355-5855

Keywords

Article
Publication date: 9 May 2022

Rafi M.M.I. Chowdhury, Denni Arli and Felix Septianto

This study aims to examine how religiosity influences brand loyalty toward religiously positioned brands (Chick-fil-A, Forever 21, etc.) when these brands engage in…

Abstract

Purpose

This study aims to examine how religiosity influences brand loyalty toward religiously positioned brands (Chick-fil-A, Forever 21, etc.) when these brands engage in morally controversial actions.

Design/methodology/approach

Study 1 investigates how religiosity affects brand loyalty when religiously positioned brands engage in religiousness-related vs nonreligiousness-related morally controversial actions. Study 2 examines several psychological processes (reactance, forgiveness and moral decoupling) as mediators of the effects of intrinsic religiosity and extrinsic religiosity on brand loyalty for controversial religious brands.

Findings

Study 1 demonstrates that religiosity leads to positive brand loyalty for religiously positioned brands in the case of both religiousness-related and nonreligiousness-related controversies. Study 2 reveals that intrinsic religiosity (extrinsic religiosity) leads to brand loyalty through moral decoupling and forgiveness, but not through reactance, when religious brands engage in religiousness-related (nonreligiousness-related) controversies.

Research limitations/implications

This research focuses on the effects of religiosity on brand loyalty for morally controversial religious brands but does not examine the effects of religious affiliation (Christianity, Islam, Hinduism, etc.). The samples include only US residents.

Practical implications

Religious positioning of brands can engender brand loyalty for consumers with high levels of intrinsic religiosity and/or extrinsic religiosity, even when these brands engage in morally controversial actions.

Originality/value

This research shows that religiosity affects brand loyalty for morally controversial religious brands and demonstrates that psychological processes used by consumers to justify support for morally controversial religious brands depend on type of religiosity (intrinsic vs extrinsic) and type of controversy (religiousness-related and nonreligiousness-related).

Details

European Journal of Marketing, vol. 56 no. 5
Type: Research Article
ISSN: 0309-0566

Keywords

1 – 10 of 21