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...