Inducing Value-congruent Behavior through Advertising and the Moderating Role of Attitudes toward Advertising

Advertisements frequently link values to advertised products or services, but little is known about the effect of this practice on value-driven behavior that is unrelated the advertising context. Evidence from two studies show that exposure to value-laden advertisements instigates behavior that is congruent with the ‘advertised’ value (i.e., self-direction, security, achievement or benevolence). Moreover, attitudes toward advertising moderate this effect. To the extent that people value positive aspects or dislike negative aspects of advertising, valuecongruent behavior becomes respectively more or less likely following exposure to valueladen ads. The results highlight new aspects of unintended influences of exposure to advertising.