Not so personal: The benefits of social identity ad appeals with activation in advertising

Dikla Perez*, Yael Steinhart

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

4 Scopus citations

Abstract

Selecting the most effective advertising appeals is a major challenge for marketers and advertisers. This research addresses this challenge by examining the moderating effect of activation, an advertising technique that invites individuals to engage in a motor activity in order to reveal the ad message, on ad appeal type (name, social identity, and general appeals) in leveraging ad evaluations. The results of three studies show that ad appeals referring to individuals' social identity, especially in the presence of activation, enhance product evaluations and actual product choices. The findings also suggest that privacy concerns play a mediating role in determining these effects.

Original languageEnglish
Pages (from-to)224-241
Number of pages18
JournalSocial Influence
Volume9
Issue number3
DOIs
StatePublished - Jul 2014

Keywords

  • Activation
  • Ad appeal
  • Personalization
  • Privacy concern
  • Social identity

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