This study explores the effectiveness of cause-related marketing and how brands can enhance consumer trust by attributing their charitable actions to customers rather than the brand itself. The research shows that when brands share the credit for good deeds with their customers, it reduces perceptions of bragging and increases brand trust. This beneficial effect is particularly significant for brands with high integrity.
The findings are based on three studies involving American adults, which demonstrate that attributing donations to customers (versus the brand) reduces perceived bragging and increases donation intentions and brand trust. The study highlights the importance of brand integrity in moderating these effects.
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When a slur is used, people hear it. Usually, it is either morally wrong or used in a negative way. However, certain nonprofit organizations have turned these words into tools to grab attention in provocative prosocial advertising campaigns. This study examines how such sexist and homophobic slurs can influence consumer engagement and cognitive elaboration. The findings suggest that advertisements containing offensive language can increase the perceived importance of the issue and motivate individuals to seek help or register for training sessions. However, the effectiveness of such advertisements depends on the audience's prior exposure to sexism or homophobia and their perception of the issue's importance.
The study also highlights the potential risks and benefits of using offensive language in social marketing. While offensive advertisements can capture attention and provoke thought, they may also alienate certain audiences. Social marketers should carefully consider their target audience and the context in which offensive language is used to maximize the positive impact of their campaigns.
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On September 26, the ARF held our third annual Creative Effectiveness conference where we discussed and debated questions around reclaiming creativity in the age of AI. Brand, agency, media and research sages showcased examples of how they are stimulating and measuring creative with various approaches and tools. Following the conference, attendees joined us for an evening of celebrating at the ARF David Ogilvy Awards — honoring research- and insights-driven advertising.
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This study explores the impact of using "containing language" in advertisements on perceived offer fairness and consumer behavior. Identifying useful phrases like "That's it!" and "Period!" can reduce perceived price complexity and enhance perceived offer fairness, leading to higher purchase intentions, the researchers conclude. These findings suggest that marketers can use such language to communicate prices more effectively and responsibly.
The study involved multiple experiments and a large-scale field study, demonstrating that containing language can positively influence consumer perceptions and responses. The research provides valuable insights for marketing practitioners on how to design advertisements that improve consumer trust and engagement.
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