Advertising as unfavorable self-presentation: : the dirty laundry effect

• Autores: Tandy Chalmers Thomas, Rebecca K. Trump, Linda L. Price
• Localización: Journal of advertising, ISSN 0091-3367, Vol. 44, Nº 1, 2015, págs. 58-70
• Idioma: inglés
• Texto completo no disponible (Saber más ...)
• Resumen

  • Identity appeals�marketing communications that invoke one of the target market's identities�are typically well liked by consumers. In contrast with this notion, this research examines a situation when consumers respond negatively to identity appeals in advertising. Through three studies, we find that identity appeals fail when consumers judge an identity-congruent ad as portraying information about them that they would rather not have widely broadcast. In these cases, self-presentation concerns arise, leading to ad dislike. Thus, although identity-congruent ads resonate with consumers, such ads may lead to negative responses if consumers believe the ad airs their �dirty laundry.� We discuss implications for targeted advertising and identity marketing strategies.