How to Affect Brand Attitude with Authenticity in Advertising
Authenticity in advertising is the cornerstone of
modern marketing. Despite research advances related to the role of
authenticity in marketing, it remains unclear why customers respond to
authentic brand stories. The results show that different personality
traits will moderate the influence of different authenticity on the levels
of emotion. Whether indexically authentic or iconically authentic
advertisements were shown to extroverts, open people and agreeable
people, they will evoke more positive emotions. When neurotic people
and conscientious people see the iconically authentic advertising
rather than the indexically authentic advertising, they will produce
more negative emotions. In addition, the emotion evoked by
advertising had significant positive impact on brand attitude evoked by
advertising had significant negative impact on brand attitude. These
findings provide some managerial implications and directions for
further research.
[1] Batra, R., & Ray, M. L. (1986). Affective responses mediating acceptance
of advertising. Journal of consumer research, 234-249.
[2] Bendix, R. (1992). Diverging paths in the scientific search for
authenticity. Journal of Folklore Research, 103-132.
[3] Beverland, M. B., Lindgreen, A., & Vink, M. W. (2008). Projecting
authenticity through advertising: Consumer judgments of advertisers'
claims. Journal of Advertising, 37(1), 5-15.
[4] , E. M. (1994). Abraham Lincoln as authentic reproduction: A critique of
postmodernism. American Anthropologist, 96(2), 397-415.
[5] Burke, M. C., & Edell, J. A. (1986). Ad reactions over time: Capturing
changes in the real world. Journal of Consumer Research, 114-118.
[6] Chalmers, T. D., & Price, L. L. (2009). Does authenticity matter? The
importance and interplay of authenticity and inauthenticity. In Advances
in Consumer Research-North American Conference Proceedings, Jg
(Vol. 36, pp. 72-75).
[7] Chiu, H. C., Hsieh, Y. C., & Kuo, Y. C. (2012). How to align your brand
stories with your products. Journal of Retailing, 88(2), 262-275.
[8] Chiu, H. C., Hsieh, Y. C., Kao, Y. H., & Lee, M. (2007). The
determinants of e-mail receivers’ disseminating behaviors on the internet.
Journal of Advertising Research 47(4), 524-534.
[9] Cogliser, C. C., Gardner, W. L., Gavin, M. B., & Broberg, J. C. (2012).
Big Five Personality Factors and Leader Emergence in Virtual Teams
Relationships with Team Trustworthiness, Member Performance
Contributions, and Team Performance. Group & Organization
Management, 37(6), 752-784.
[10] Costa, J. A., & Bamossy, G. J. (1995). Culture and the marketing of
culture: The museum retail context. Marketing in a Multicultural World:
Ethnicity, Nationalism, and Cultural Identity, 299-328.
[11] Côté, S., & Moskowitz, D. S. (1998). On the dynamic covariation
between interpersonal behavior and affect: prediction from neuroticism,
extraversion, and agreeableness. Journal of personality and social
psychology, 75(4), 1032-1046.
[12] Digman, J. M. (1990). Personality structure: Emergence of the five-factor
model. Annual review of psychology, 41(1), 417-440.
[13] Endler, N. S., & Rosenstein, A. J. (1997). Evolution of the personality
construct in marketing and its applicability to contemporary personality
research. Journal of Consumer Psychology, 6(1), 55-66.
[14] Engel, J. F., Blackwell, R. D., & Miniard, P. W. (2006). Consumer
behavior (10th ed.). La Vergne: Lightning Source Inc.
[15] Ewing, D. R., Allen, C. T., & Ewing, R. L. (2012). Authenticity as
meaning validation: An empirical investigation of iconic and indexical
cues in a context of “green” products. Journal of Consumer Behaviour,
11(5), 381-390.
[16] Grayson, K., & Martinec, R. (2004). Consumer perceptions of iconicity
and indexicality and their influence on assessments of authentic market
offerings.Journal of consumer research, 31(2), 296-312.
[17] Hemenover, S. H. (2003). Individual differences in rate of affect change:
studies in affective chronometry. Journal of personality and social
psychology, 85(1), 121.
[18] Holbrook, M. B., & O'Shaughnessy, J. (1984). The role of emotion in
advertising. Psychology & Marketing, 1(2), 45-64.
[19] Hollenbeck, C. R., Peters, C., & Zinkhan, G. M. (2008). Retail spectacles
and brand meaning: insights from a brand museum case study. Journal of
Retailing, 84(3), 334-353.
[20] Holt, D. B. (2002). Why do brands cause trouble? A dialectical theory of
consumer culture and branding. Journal of consumer research, 29(1),
70-90.
[21] Jacknis, I. (1990). Authenticity and the mungo martin house, Victoria,
BC: Visual and verbal sources. Arctic anthropology, 1-12.
[22] Khorvash, M. (2007). Advertising psychology. Esfahan, Iran: N
Oghyanos Marefat.
[23] Kozinets, R. V., Sherry, J. F., DeBerry-Spence, B., Duhachek, A.,
Nuttavuthisit, K., & Storm, D. (2002). Themed flagship brand stores in
the new millennium: theory, practice, prospects. Journal of Retailing,
78(1), 17-29.
[24] Larsen, R. J., & Ketelaar, T. (1991). Personality and susceptibility to
positive and negative emotional states. Journal of personality and social
psychology, 61(1), 132-140.
[25] Leigh, T. W., Peters, C., & Shelton, J. (2006). The consumer quest for
authenticity: the multiplicity of meanings within the MG subculture of
consumption. Journal of the Academy of Marketing Science, 34(4),
481-493.
[26] Leroy, H., Palanski, M. E., & Simons, T. (2012). Authentic leadership and
behavioral integrity as drivers of follower commitment and performance.
Journal of Business Ethics, 107(3), 255-264.
[27] Liedtka, J. (2008). Strategy making and the search for authenticity.
Journal of Business Ethics, 80(2), 237-248.
[28] Mai, L. W., & Schoeller, G. (2009). Emotions, attitudes and memorability
associated with TV commercials. Journal of Targeting, Measurement and
Analysis for Marketing, 17(1), 55-63. [29] McCrae, R. R., & Costa, P. T. (1987). Validation of the five-factor model
of personality across instruments and observers. Journal of personality
and social psychology, 52(1), 81-90.
[30] Mitchell, A. A. (1986). Some issues surrounding research on the effects of
feeling advertisements. Advances in Consumer Research, 13, 623-628.
[31] Moskowitz, D. S., & Coté, S. (1995). Do interpersonal traits predict
affect? A comparison of three models. Journal of Personality and Social
Psychology, 69(5), 915-924.
[32] Park, C., & Thorson, E. (1990). Influences on emotional response to
commercials of different executional styles. Emotion in Advertising:
Theoretical and Practical Explorations, S. Agres, JA Edell, & TM
Dubitsky, eds., Quorum Books, Westport, CT.
[33] Pervin, L. A. (1993). Personality: Theory and research. John Wiley &
Sons.
[34] Peterson, R. A. (1997). Creating country music: Fabricating authenticity.
University of Chicago Press.
[35] Phillips, D. (1997). Exhibiting authenticity. Manchester University Press.
[36] Ramanathan, S., & Williams, P. (2007). Immediate and delayed
emotional consequences of indulgence: The moderating influence of
personality type on mixed emotions. Journal of Consumer Research,
34(2), 212-223.
[37] Ross, S. R., Rausch, M. K., & Canada, K. E. (2003). Competition and
cooperation in the five-factor model: individual differences in
achievement orientation. The Journal of Psychology, 137(4), 323-337.
[38] Shimp, T. A. (1981). Attitude toward the ad as a mediator of consumer
brand choice. Journal of advertising, 10(2), 9-48.
[39] Stephan, Y. (2009). Openness to experience and active older adults’ life
satisfaction: A trait and facet-level analysis. Personality and Individual
Differences, 47(6), 637-641.
[40] Tamir, M., & Robinson, M. D. (2004). Knowing good from bad: the
paradox of neuroticism, negative affect, and evaluative processing.
Journal of personality and social psychology, 87(6), 913-925.
[41] Taylor, C. (1992). The ethics of authenticity. Cambridge, MA: Harvard
University Press.
[42] Watson, D., & Clark, L. A. (1992). On traits and temperament: General
and specific factors of emotional experience and their relation to the fivefactor
model. Journal of personality, 60(2), 441-476.
[43] Weathers, D., Sharma, S., & Wood, S. L. (2007). Effects of online
communication practices on consumer perceptions of performance
uncertainty for search and experience goods. Journal of Retailing, 83(4),
393-401.
[44] Wegener, D. T., Sawicki, V., & Petty, R. E. (2009). Attitudes as a basis
for brand relationships: The roles of elaboration, metacognition, and bias
correction. Handbook of Brand Relationships, ME Sharpe., Armonk, NY,
283-304.
[45] Yang, Y., Read, S. J., Denson, T. F., Xu, Y., Zhang, J., & Pedersen, W. C.
(2014). The Key Ingredients of Personality Traits Situations, Behaviors,
and Explanations. Personality and Social Psychology Bulletin, 40(1),
79-91.
[1] Batra, R., & Ray, M. L. (1986). Affective responses mediating acceptance
of advertising. Journal of consumer research, 234-249.
[2] Bendix, R. (1992). Diverging paths in the scientific search for
authenticity. Journal of Folklore Research, 103-132.
[3] Beverland, M. B., Lindgreen, A., & Vink, M. W. (2008). Projecting
authenticity through advertising: Consumer judgments of advertisers'
claims. Journal of Advertising, 37(1), 5-15.
[4] , E. M. (1994). Abraham Lincoln as authentic reproduction: A critique of
postmodernism. American Anthropologist, 96(2), 397-415.
[5] Burke, M. C., & Edell, J. A. (1986). Ad reactions over time: Capturing
changes in the real world. Journal of Consumer Research, 114-118.
[6] Chalmers, T. D., & Price, L. L. (2009). Does authenticity matter? The
importance and interplay of authenticity and inauthenticity. In Advances
in Consumer Research-North American Conference Proceedings, Jg
(Vol. 36, pp. 72-75).
[7] Chiu, H. C., Hsieh, Y. C., & Kuo, Y. C. (2012). How to align your brand
stories with your products. Journal of Retailing, 88(2), 262-275.
[8] Chiu, H. C., Hsieh, Y. C., Kao, Y. H., & Lee, M. (2007). The
determinants of e-mail receivers’ disseminating behaviors on the internet.
Journal of Advertising Research 47(4), 524-534.
[9] Cogliser, C. C., Gardner, W. L., Gavin, M. B., & Broberg, J. C. (2012).
Big Five Personality Factors and Leader Emergence in Virtual Teams
Relationships with Team Trustworthiness, Member Performance
Contributions, and Team Performance. Group & Organization
Management, 37(6), 752-784.
[10] Costa, J. A., & Bamossy, G. J. (1995). Culture and the marketing of
culture: The museum retail context. Marketing in a Multicultural World:
Ethnicity, Nationalism, and Cultural Identity, 299-328.
[11] Côté, S., & Moskowitz, D. S. (1998). On the dynamic covariation
between interpersonal behavior and affect: prediction from neuroticism,
extraversion, and agreeableness. Journal of personality and social
psychology, 75(4), 1032-1046.
[12] Digman, J. M. (1990). Personality structure: Emergence of the five-factor
model. Annual review of psychology, 41(1), 417-440.
[13] Endler, N. S., & Rosenstein, A. J. (1997). Evolution of the personality
construct in marketing and its applicability to contemporary personality
research. Journal of Consumer Psychology, 6(1), 55-66.
[14] Engel, J. F., Blackwell, R. D., & Miniard, P. W. (2006). Consumer
behavior (10th ed.). La Vergne: Lightning Source Inc.
[15] Ewing, D. R., Allen, C. T., & Ewing, R. L. (2012). Authenticity as
meaning validation: An empirical investigation of iconic and indexical
cues in a context of “green” products. Journal of Consumer Behaviour,
11(5), 381-390.
[16] Grayson, K., & Martinec, R. (2004). Consumer perceptions of iconicity
and indexicality and their influence on assessments of authentic market
offerings.Journal of consumer research, 31(2), 296-312.
[17] Hemenover, S. H. (2003). Individual differences in rate of affect change:
studies in affective chronometry. Journal of personality and social
psychology, 85(1), 121.
[18] Holbrook, M. B., & O'Shaughnessy, J. (1984). The role of emotion in
advertising. Psychology & Marketing, 1(2), 45-64.
[19] Hollenbeck, C. R., Peters, C., & Zinkhan, G. M. (2008). Retail spectacles
and brand meaning: insights from a brand museum case study. Journal of
Retailing, 84(3), 334-353.
[20] Holt, D. B. (2002). Why do brands cause trouble? A dialectical theory of
consumer culture and branding. Journal of consumer research, 29(1),
70-90.
[21] Jacknis, I. (1990). Authenticity and the mungo martin house, Victoria,
BC: Visual and verbal sources. Arctic anthropology, 1-12.
[22] Khorvash, M. (2007). Advertising psychology. Esfahan, Iran: N
Oghyanos Marefat.
[23] Kozinets, R. V., Sherry, J. F., DeBerry-Spence, B., Duhachek, A.,
Nuttavuthisit, K., & Storm, D. (2002). Themed flagship brand stores in
the new millennium: theory, practice, prospects. Journal of Retailing,
78(1), 17-29.
[24] Larsen, R. J., & Ketelaar, T. (1991). Personality and susceptibility to
positive and negative emotional states. Journal of personality and social
psychology, 61(1), 132-140.
[25] Leigh, T. W., Peters, C., & Shelton, J. (2006). The consumer quest for
authenticity: the multiplicity of meanings within the MG subculture of
consumption. Journal of the Academy of Marketing Science, 34(4),
481-493.
[26] Leroy, H., Palanski, M. E., & Simons, T. (2012). Authentic leadership and
behavioral integrity as drivers of follower commitment and performance.
Journal of Business Ethics, 107(3), 255-264.
[27] Liedtka, J. (2008). Strategy making and the search for authenticity.
Journal of Business Ethics, 80(2), 237-248.
[28] Mai, L. W., & Schoeller, G. (2009). Emotions, attitudes and memorability
associated with TV commercials. Journal of Targeting, Measurement and
Analysis for Marketing, 17(1), 55-63. [29] McCrae, R. R., & Costa, P. T. (1987). Validation of the five-factor model
of personality across instruments and observers. Journal of personality
and social psychology, 52(1), 81-90.
[30] Mitchell, A. A. (1986). Some issues surrounding research on the effects of
feeling advertisements. Advances in Consumer Research, 13, 623-628.
[31] Moskowitz, D. S., & Coté, S. (1995). Do interpersonal traits predict
affect? A comparison of three models. Journal of Personality and Social
Psychology, 69(5), 915-924.
[32] Park, C., & Thorson, E. (1990). Influences on emotional response to
commercials of different executional styles. Emotion in Advertising:
Theoretical and Practical Explorations, S. Agres, JA Edell, & TM
Dubitsky, eds., Quorum Books, Westport, CT.
[33] Pervin, L. A. (1993). Personality: Theory and research. John Wiley &
Sons.
[34] Peterson, R. A. (1997). Creating country music: Fabricating authenticity.
University of Chicago Press.
[35] Phillips, D. (1997). Exhibiting authenticity. Manchester University Press.
[36] Ramanathan, S., & Williams, P. (2007). Immediate and delayed
emotional consequences of indulgence: The moderating influence of
personality type on mixed emotions. Journal of Consumer Research,
34(2), 212-223.
[37] Ross, S. R., Rausch, M. K., & Canada, K. E. (2003). Competition and
cooperation in the five-factor model: individual differences in
achievement orientation. The Journal of Psychology, 137(4), 323-337.
[38] Shimp, T. A. (1981). Attitude toward the ad as a mediator of consumer
brand choice. Journal of advertising, 10(2), 9-48.
[39] Stephan, Y. (2009). Openness to experience and active older adults’ life
satisfaction: A trait and facet-level analysis. Personality and Individual
Differences, 47(6), 637-641.
[40] Tamir, M., & Robinson, M. D. (2004). Knowing good from bad: the
paradox of neuroticism, negative affect, and evaluative processing.
Journal of personality and social psychology, 87(6), 913-925.
[41] Taylor, C. (1992). The ethics of authenticity. Cambridge, MA: Harvard
University Press.
[42] Watson, D., & Clark, L. A. (1992). On traits and temperament: General
and specific factors of emotional experience and their relation to the fivefactor
model. Journal of personality, 60(2), 441-476.
[43] Weathers, D., Sharma, S., & Wood, S. L. (2007). Effects of online
communication practices on consumer perceptions of performance
uncertainty for search and experience goods. Journal of Retailing, 83(4),
393-401.
[44] Wegener, D. T., Sawicki, V., & Petty, R. E. (2009). Attitudes as a basis
for brand relationships: The roles of elaboration, metacognition, and bias
correction. Handbook of Brand Relationships, ME Sharpe., Armonk, NY,
283-304.
[45] Yang, Y., Read, S. J., Denson, T. F., Xu, Y., Zhang, J., & Pedersen, W. C.
(2014). The Key Ingredients of Personality Traits Situations, Behaviors,
and Explanations. Personality and Social Psychology Bulletin, 40(1),
79-91.
@article{"International Journal of Business, Human and Social Sciences:70133", author = "Yun-Chia Tang and Hung-Chang Chiu", title = "How to Affect Brand Attitude with Authenticity in Advertising", abstract = "Authenticity in advertising is the cornerstone of
modern marketing. Despite research advances related to the role of
authenticity in marketing, it remains unclear why customers respond to
authentic brand stories. The results show that different personality
traits will moderate the influence of different authenticity on the levels
of emotion. Whether indexically authentic or iconically authentic
advertisements were shown to extroverts, open people and agreeable
people, they will evoke more positive emotions. When neurotic people
and conscientious people see the iconically authentic advertising
rather than the indexically authentic advertising, they will produce
more negative emotions. In addition, the emotion evoked by
advertising had significant positive impact on brand attitude evoked by
advertising had significant negative impact on brand attitude. These
findings provide some managerial implications and directions for
further research.", keywords = "Advertising, authenticity, emotion, personality traits.", volume = "9", number = "5", pages = "1728-4", }
