University:
Sam Houston State University
Course:
PSYC 3381 | Social Psychology
Academic year:

2022
Views:

452

Pages:

18
Author:

StellarStrategist

ADVOCACY ADVERTISING: BELIEVE IT OR NOT? Purpose of Advertising    To communicate a message, idea To influence or persuade Most frequently used for sales of goods and services in hopes of increased sales and profits What is Advocacy Advertising?   Focused on philanthropic activities concerning social issues Independent from direct purchasing of sponsor’s products or services Example Example Corporate Social Responsibility (CSR)  A Firm’s Charitable acts  Three Reasons for Its Increase    Reagan Tax Reform Bush Sr. (Stendardi, 1992) Why Is This Important?  Positive correlation between social performance and sales/financial performance (Simerly, 1994; Dean, 1998, as quoted by Heinze, Sibary & Sikula, 1999)  Corporate Image is improved (Heinze, et. al. 1999) What Makes Advocacy Advertising Different?     Long-term relationships Does not focus on sales and product purchasing, creating greater consumer elaboration “Schemer-Schemas” (Friestad and Wright, 1994) Necessity of Consumer Elaboration (Campbell and Kirmani, 2000; Shiv, Edell, & Payne, 1997)  Possibility of doubt or suspicion motives Advocacy Advertising and Its Relationship with CSR     Promotion of philanthropic activities Advocacy Advertisements are commercials about a firms CSR Used to develop impressions of sponsor, creating long-term relationships The more CSR, the more Advocacy Advertising needed Why the Doubt?   Goes against traditional business rules Consumer belief in survival of the fittest (Miller and Ratner, 1998) Attempts to Decrease Suspicion    Lower Congruence (Menon & Kahn, 2003) Consumers more comfortable with advertisement Consumers need consistency Consumer Trust   Has both cognitive and behavioral aspects Expectations leading to desired behaviors Advocacy Advertising CSR Corporate Image = Consumer Trust The Big Question  Does Advocacy Advertising affect consumer trust? Methods      92 Sam Houston State University Senior level business students 47 advocacy, 45 product/service Schwaiger survey (2004) 2 trust questions evaluated 4 social responsibility questions evaluated Results    ANOVA, Independent sample t-tests No significant findings at the .05 level for trust 1 significant finding at the .05 level for social responsibility Trust t-test Results Independent Samples Test t-test for Equality of Means Trustins Trustphone trustauto trustother Equal variances assumed Equal variances not assumed Equal variances assumed Equal variances not assumed Equal variances assumed Equal variances not assumed Equal variances assumed Equal variances not assumed t Sig. (2-tailed) df 1.532 90 .129 1.528 86.972 .130 .542 90 .589 .541 89.749 .590 .741 90 .461 .739 87.970 .462 1.390 90 .168 1.396 88.074 .166 Social Responsibility t-test Results Independent Samples Test t-test for Equality of Means socialphone socialauto socialins socialother Equal variances assumed Equal variances not assumed Equal variances assumed Equal variances not assumed Equal variances assumed Equal variances not assumed Equal variances assumed Equal variances not assumed t Sig. (2-tailed) df .808 90 .421 .808 89.736 .421 .579 89 .564 .578 87.352 .565 .989 90 .325 .989 89.770 .325 2.201 89 .030 2.208 83.985 .030 Future Research   Larger sample size Comparison between different types of companies

Advocacy Advertising - Believe it or Not

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