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

Through an experimental design, this study examines the mediating role of attitude towards values advocacy advertising sponsored by Miller and McDonald’s.

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

Yoon-Joo Lee

University of Southern Indiana

Eric Haley

University of Tennessee

Kiseol Yang

University of North Texas

Introduction

It has been widely accepted that advertising tactics and strategies can be employed to sell pro-social values and behaviours in order to make our society a better place (Hill & Moran 2011). Further, consumers also have expectations that advertisers should use their resources to help social causes. Recent findings from research companies such as Experian, Simmons and the Cone Cause-Evolution Study indicated that 83% of...

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