The mediating role of attitude towards values advocacy ads in evaluating issue support behaviour and purchase intention

Abstract

AbstractThrough an experimental design, this study examines the mediating role of attitude towards values advocacy advertising sponsored by Miller and McDonald's. Adopting hierarchy-of effects perspectives, the study examined the role of attitude towards the values advocacy advertising in evaluating purchase intention and issue support behaviour. The study results revealed that A ValuesAdvocacyAd is a mediator for predicting issue support behaviour when consumers perceive a company's value advocacy advertising as driven by public-serving motives. Purchase intention was directly affected by perceived public-serving motives of the advertisers. Further, a new construct, self-construal, was found as an antecedent to the cognitive construct, consumers' perceptions towards the advertisers' intention as public-serving. Additional informationNotes on contributorsYoon-Joo LeeYoon-Joo Lee is an assistant professor at the Department of Communications, University of Southern Indiana. She received her PhD from the University of Tennessee. Current research interests include ethnic advertising, consumer information processing, corporate social responsibility communications and creating shared value. Her papers have been published in Journal of Interactive Advertising, Journal of Current Issues and Research in Advertising, Public Relations Review, Journal of Promotion Management and elsewhere.Eric HaleyEric Haley is a professor in the School of Advertising at the University of Tennessee. He received his PhD from the University of Georgia. His research interests focus on various advertising and society issues and account planning. His work has appeared in Journal of Advertising, Journal of Advertising Research, Journal of Current Issues and Research in Advertising, Journal of Consumer Affairs and other outlets. He is presently Editor of Journal of Current Issues and Research in Advertising.Kiseol YangKiseol Yang (PhD, University of Tennessee at Knoxville) is an Assistant Professor of Merchandising & Digital Retailing at University of North Texas. She has published in International Journal of Mobile Marketing, Journal of Consumer Marketing, International Journal of Retail and Distribution Management, Journal of Research in Interactive Marketing, Journal of International Consumer Marketing and Journal of Retailing and Consumer Services. Her interests include mobile marketing, consumer behaviour in digital retailing, consum erexperiential value and cross-cultural studies.