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Article
Publication date: 14 May 2018

Jeanne Albouy and Jean-Marc Décaudin

This paper aims to study age differences in responsiveness to shocking prosocial campaigns. It specifically investigates the differences between seniors and young adults regarding…

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Abstract

Purpose

This paper aims to study age differences in responsiveness to shocking prosocial campaigns. It specifically investigates the differences between seniors and young adults regarding the persuasive effect of emotional charity campaigns, the intensity of negative emotions and empathy elicited, the affect-based persuasive process leading to the ad effectiveness and the role of perceived self-efficacy.

Design/methodology/approach

Two studies are conducted on seniors (n1 = 173; n2 = 118) and young adults (n1 = 170; n2 = 123) exposed to appeals for “Action against Hunger” incorporating various levels of emotional content.

Findings

The results indicate that seniors are more receptive to emotional campaigns but only for higher emotional ads and only regarding intention to donate. Young adults report lower levels of empathy, and findings do not suggest major age differences in the reported negative emotions after exposure to low or high emotional appeals. The affect-based persuasion differs; young adults are particularly influenced by negative emotions, whereas the persuasive effect on the elderly stems from an empathetic reaction. Self-efficacy moderates the effect of negative emotions only among older participants.

Practical implications

Social marketers are advised to use vivid and realistic stimuli to reach young people and develop these appeals in social media. For an older target audience, however, marketers are advised to use creative components and media support designed to foster personalisation and proximity.

Originality/value

This study provides a better understanding of age-related effects on emotional persuasion, and addresses the specificity of prosocial appeals involving responsiveness to the suffering of others.

Details

Journal of Consumer Marketing, vol. 35 no. 3
Type: Research Article
ISSN: 0736-3761

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Article
Publication date: 12 October 2010

Jean‐Marc Décaudin and Denis Lacoste

The objective of this paper is to study the relevance of a specific approach to services advertising by testing the absolute and relative impact of the product/service variable on…

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Abstract

Purpose

The objective of this paper is to study the relevance of a specific approach to services advertising by testing the absolute and relative impact of the product/service variable on advertising strategy.

Design/methodology/approach

A content study of 4,233 press advertisements, taken from generalist magazines, was conducted using an original analytical framework based on competitive advantage. This framework was used to measure the impact on the advertising strategy of the following variables: type of offer, type of market and industry.

Findings

The research indicates that three variables significantly influence advertising strategy: type of offer, type of market, and industry. However, the type of industry is the most influential variable. The study shows that the product/service contrast alone cannot adequately explain the choice of advertising strategy.

Research implications/limitations

The conclusions indicate that the product‐service variable should not be used in isolation, but rather in combination with other variables such as the type of target and the nature of the sector. The research, however, does not enable one to determine the relevance of the advertising choices highlighted.

Practical implications

The framework can enable one to link marketing strategy to advertising strategy. It enables one to clearly pose the problem of advertising strategy upstream from questions of creative approach and executional tools.

Originality/value

This research shows that the product/service variable is not the best explanatory variable of the advertising strategy.

Details

Journal of Services Marketing, vol. 24 no. 7
Type: Research Article
ISSN: 0887-6045

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