Advertising during COVID-19: Exploring Perceived Brand Message Authenticity and Potential Psychological Reactance

This study seeks to examine under what circumstances brand advertising that advocated for socially desirable behaviors (e.g., mask wearing) during the COVID-19 pandemic may be successful in increasing intention engage such behaviors. In doing so, we effectiveness of real brands’ persuasive attempts via activist advertising, focusing on messages used advertisements cause psychological reactance. Using a 2 (message type: threat freedom vs. no threat) × (brand: Uber Heineken) between-subjects design, our confirms lead lower ad attitudes, responsible behaviors, and greater Brands should careful when using “threat freedom” language their advertising. Further, results suggest perceived authenticity brand’s messaging is key success