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The use of positive versus negative appeals for foster care advertisements

Conference Paper


Abstract


  • The use of negative advertising appeals – which aim to induce action by arousing negative

    emotions in the viewing audience at the thought of inaction – in social marketing is

    controversial. Some conclude that inducing negative appeals increase advertisement

    persuasiveness; however others recommend against using negative appeals to affect

    behavioural change. We investigate this issue from the perspective of foster care with an

    empirical study of 566 Australians. Findings indicate that the negative advertisement lead to

    lower ad likability and intention to act. No differences were found with respect to message

    take-out from the negative appeal, other than a lowered belief that fostering would be an

    enjoyable thing to do. Results suggest that negative advertisements are less effective in the

    context of foster care, supporting prior criticisms of negative advertising for social marketing

    more generally.

Publication Date


  • 2010

Citation


  • Randle, M. & Dolnicar, S. (2010). The use of positive versus negative appeals for foster care advertisements. Australia and New Zealand Marketing Academy Conference (pp. 1-7). Christchurch, New Zealand: Department of Management, College of Business and Economics, University of Canterbury.

Ro Metadata Url


  • http://ro.uow.edu.au/commpapers/1177

Start Page


  • 1

End Page


  • 7

Abstract


  • The use of negative advertising appeals – which aim to induce action by arousing negative

    emotions in the viewing audience at the thought of inaction – in social marketing is

    controversial. Some conclude that inducing negative appeals increase advertisement

    persuasiveness; however others recommend against using negative appeals to affect

    behavioural change. We investigate this issue from the perspective of foster care with an

    empirical study of 566 Australians. Findings indicate that the negative advertisement lead to

    lower ad likability and intention to act. No differences were found with respect to message

    take-out from the negative appeal, other than a lowered belief that fostering would be an

    enjoyable thing to do. Results suggest that negative advertisements are less effective in the

    context of foster care, supporting prior criticisms of negative advertising for social marketing

    more generally.

Publication Date


  • 2010

Citation


  • Randle, M. & Dolnicar, S. (2010). The use of positive versus negative appeals for foster care advertisements. Australia and New Zealand Marketing Academy Conference (pp. 1-7). Christchurch, New Zealand: Department of Management, College of Business and Economics, University of Canterbury.

Ro Metadata Url


  • http://ro.uow.edu.au/commpapers/1177

Start Page


  • 1

End Page


  • 7