Search Results (114)

Background: The excessive use of dietary supplements is widespread, and their advertising is often misleading and suggests therapeutic properties. The aim of the study was to assess consumers’ perceptions of advertising, their expectations regarding the effects of dietary supplements, and their overall knowledge of these products. Methods: The study was conducted among 397 adults who were presented with the content of advertisements for four dietary supplements broadcast on Polish radio stations. Results: More than 67% of respondents had low or negligible knowledge of dietary supplements. Only 4.8% considered dietary supplements to be food products, whereas 40.3% believed them to be over-the-counter medicines. According to 45.7% of respondents, the advertisements created the impression that the efficacy of the products had been scientifically evaluated and proven. Furthermore, 74.1% believed that if the advertised dietary supplements did not have proven efficacy, such advertising was unfair and misleading. The largest proportion of respondents (41.1%) expressed moderate expectations regarding the efficacy of the advertised dietary supplements. Furthermore, the proportion of respondents expressing the highest level of scepticism increased with increasing knowledge of dietary supplements. Despite this, 60.6% of respondents declared that if they experienced the health problems referred to in the advertisement, they could be encouraged by it to start using such products. Factors that significantly increased the likelihood of dietary supplement use included high expectations regarding their efficacy (OR = 11.1), negligible knowledge about dietary supplements (OR = 2.9), the belief that their efficacy had been demonstrated in scientific studies (OR = 1.9), and residence in a rural area (OR = 1.9). Conclusions: Given forecasts of continued growth in the dietary supplement market, and the belief held by many consumers that the effects of such products have been proven, educational campaigns are needed to prevent them from being confused with medicines. Full article

This study aims to investigate the antecedents to ‘green personal care product’ (GPCP) awareness and purchase intention. Based on the theory of planned behavior (TPB) and sustainable consumption (SC), a conceptual model is developed and tested. Data collected from 455 Gen Z consumers from India were analyzed using structural equation modeling. The results confirmed a positive association of subjective norms, perceived behavioral control (PBC), and social media influence with attitude towards GPCPs. The findings indicate that attitude and health consciousness are positively associated with awareness, which in turn leads to purchase intention. Further, the findings support the positive role of environmental consciousness in driving consumers to engage in pro-environmental behavior. This study underscores the importance of health consciousness and environmental consciousness in driving individuals to engage in green purchase behavior. The findings from this study provide valuable insights into an individual’s attitude towards GPCPs and awareness of GPCPs, especially in the context of environmental sustainability. This study recommends actionable strategies to policymakers and marketers to advertise the benefits of consuming healthy products. The implications for theory and practice are discussed. Full article

This study examined how distinct dimensions of grandiose narcissism shape responses to self-relevant video advertising framed as either recognition/validation or status challenge. Drawing on the Narcissistic Admiration and Rivalry Concept, we tested a dual-path process model in which two proximal mechanisms–perceived recognition and autonomy-related resistance (operationalized as perceived freedom threat and state reactance)–are associated with advertising-related outcomes. Community adults (N = 598) were randomly assigned to view one of two video advertisements and subsequently reported perceived recognition, resistance, and consumer responses. Recognition framing increased perceived recognition but did not directly influence consumer outcomes. Process analyses revealed distinct personality-linked patterns that were consistent with the proposed dual-path model. Narcissistic admiration was associated with more favorable attitudes toward the advertisement and brand, as well as stronger purchase intentions, indirectly through higher perceived recognition. In contrast, narcissistic rivalry showed contrasting indirect associations, with positive indirect associations through recognition alongside negative indirect associations through resistance. Moderated mediation by message framing was not supported. Overall, the findings are consistent with the view that self-relevant advertising can simultaneously activate affirmation-related and autonomy-protective processes that may partially offset one another at the aggregate level. Importantly, consumer responses appear to depend on whether the persuasive encounter is construed as authentic recognition or as an autonomy threat–an interpretive dynamic that is especially pronounced among individuals high in narcissistic rivalry. Full article

Digital retailing increasingly relies on short-form video advertising where human and AI presenters coexist, requiring consumers to form rapid social judgments based on minimal perceptual cues. This research examines how presentation format shapes consumer responses through perceived creator responsibility and effort, and how viewer-inferred privacy concern moderates these effects. Drawing on social cognition, deindividuation, and heuristic-cue perspectives, two online experiments (N = 656; N = 769) compared a human presenter with captions-only and with an AI avatar in retail-product video scenarios. Across both studies, the presence of a human presenter enhanced attitudes toward the video, perceived usefulness, trust, and purchase intention by sequentially increasing perceived responsibility and effort, reflecting viewers’ attributions of agency and motivational investment. Viewer-inferred privacy concern weakened these effects by attenuating responsibility attributions, demonstrating how contextual explanations recalibrate social judgments. The findings show that minimal human cues function as social cognitive signals of accountability in digital retail advertising. This research advances understanding of human judgment and decision making in consumer contexts and offers guidance for balancing human and AI communication under privacy-sensitive conditions. Full article

Advertising research highlights the crucial role of creative strategy in shaping consumer behavior. Yet, limited attention has been paid to how creative appeal and message strategy jointly influence persuasion in social media contexts. This study examines the interactive effects of informational versus transformational appeals and personal versus social-experience message strategies on consumer attitudes and purchase intentions. A 2 (creative appeal) × 2 (message strategy) experimental design was implemented using Facebook post advertisements for a fictitious beer brand. Data was collected from 231 participants randomly assigned to one of four ad conditions. Results show that informational appeals outperform transformational appeals in generating immediate purchase intentions. Attitudes toward the ad and attitude toward the brand mediated these effects, consistent with the Dual Mediation Hypothesis. Moreover, in accordance with the Construal Level Theory, message strategy moderates the relationship: informational appeals were most effective when paired with personal strategies but lost persuasive power under social-experience strategies. These findings advance the theoretical understanding of digital advertising persuasion by explicating how creative appeal and message strategy jointly shape both attitudinal and behavioral responses. Practically, the results suggest that advertisers seeking short-term conversions should combine informational appeals with personal strategies. Full article

The rapid diffusion of artificial intelligence (AI) in marketing has reshaped how consumers interact with digital content and evaluate ethical aspects of firms. The present study examines how familiarity with and trust in AI shape consumers’ acceptance of AI-based advertising and, in turn, their ethical purchasing behavior. Data were collected from 505 Greek consumers through an online survey and analyzed using hierarchical and logistic regression models. Reliability and validity tests confirmed the robustness of the measurement instruments. The results show that familiarity with AI technologies significantly enhances trust and ethical confidence toward AI systems. In turn, trust in AI strongly predicts the consumers’ acceptance of AI-driven advertising, while acceptance positively affects ethical consumption intentions. The findings also confirm a mediating relationship, indicating that acceptance of AI-based advertising transmits the effect of AI rust to ethical consumption. By integrating ethical and technological dimensions within a single behavioral model, the study provides a more comprehensive view of how consumers form attitudes toward AI-enabled marketing. Overall, the findings highlight that transparent and responsible AI practices can strengthen brand credibility, foster ethical engagement, and support more sustainable consumer choices. Full article

While ESG goals are now central to corporate strategy, disclosures often fail to engage consumers. This study identifies which message elements in ESG goal advertisements best translate disclosures into consumer responses through social media. Using an S–O–R-based advertising value model, we test the effects of advertising value and flow experience on attitudes toward the advertisement and purchase intention. Based on CFA and SEM of survey data from 364 consumers who had previously read corporate sustainability reports, we found that (1) entertainment, credibility, and message relevance positively affect advertising value; (2) entertainment and message relevance positively affect flow experience; (3) advertising value positively affects attitude toward the advertisement; and (4) both flow experience and attitude toward the advertisement positively affect purchase intention. Mediation analyses reveal two routes to purchase intention: (i) an attitudinal path, in which message elements increase advertising value, thereby improving attitude toward the advertisement and, in turn, purchase intention; and (ii) an immersive path, in which message elements increase flow experience, thereby increasing purchase intention. Advertisements of ESG goals can translate disclosure into demand by prioritizing entertainment and message relevance, linking ESG communication to market responses that support sustainability-oriented operations. Full article

Instant noodles have become a staple convenience food worldwide, with rising consumption particularly among younger, busier populations. This study investigates consumer perceptions, health concerns, consumption habits, and purchasing behaviors related to pre-packaged noodles in Kosovo. A structured questionnaire was administered to 400 participants, exploring attitudes toward health impacts, ingredient awareness, product preferences, and purchasing motivations. Findings revealed mixed perceptions of noodle healthiness, with older and more educated individuals significantly more likely to view them as unhealthy (p < 0.001). Although most respondents expressed concern about ingredients such as fat, calories, and salt, awareness of additives like monosodium glutamate (MSG) remained low (p < 0.001), indicating a gap in consumer knowledge. Consumption patterns varied notably by age, gender, income, and health status. Younger and lower-income groups consumed noodles more frequently (p < 0.001), often driven by time constraints rather than taste or nutritional value. One-third of participants reported a sense of addiction, strongly linked to both frequency and portion size. When purchasing, consumers prioritized label clarity, origin, and natural ingredients over sensory appeal, and advertising exerted only a moderate influence on choices. These results suggest that while practical needs drive consumption, health concerns and demographic factors strongly shape perceptions and behavior. Efforts to reduce unhealthy consumption should focus on clearer labeling, accessible nutrition education, and promoting healthier, convenient alternatives. Full article

Background: Energy drink [ED] consumption is common among young adults and has been linked to adverse health effects and risky behaviors. This study compared medical and non-medical university students to assess whether health education influences knowledge, consumption, and attitudes toward EDs. Although medical and non-medical students are not minors, their opinions on the national ban on EDs sales to individuals under 18 provide valuable insight into attitudes toward regulation. Material and Methods: A cross-sectional online survey was conducted among 871 students (42.1% medical, 57.9% non-medical). The questionnaire assessed demographics, ED consumption, knowledge, motivations, and regulatory attitudes. It was pilot-tested on 30 students to ensure clarity, and internal consistency was confirmed (Cronbach’s α = 0.78 for knowledge; α = 0.81 for attitudes). Non-parametric tests (Mann–Whitney U, Kruskal–Wallis) and chi-square analyses compared groups. Results: Participants’ mean age was 22.1 years; most were female (73.2%). Medical students demonstrated significantly better knowledge of ED ingredients (simple sugars, B vitamins, L-carnitine, electrolytes; p < 0.01) and adverse effects (e.g., irritability, dizziness, nausea; p < 0.05). However, ED consumption frequency did not differ between medical and non-medical students. The main reasons for ED use were energy and concentration; social motives were less frequent. Female students more often supported the ban on ED sales to minors and additional advertising restrictions (p < 0.001), while overall confidence in enforcement was low. Conclusions: Despite greater awareness, medical students consume EDs at rates comparable to non-medical students. Educating medical students on safe caffeine use is crucial, since shift work may promote stimulant intake. Combining targeted education with stronger enforcement could enhance the impact of regulatory policies and reduce risky consumption among young adults. Full article

While the capability of generative AI to generate high-quality content is well-recognized, there is still a lack of in-depth research on its actual impact on marketing effectiveness within real-world marketing environments. This study addresses this gap by conducting experiments to examine the effects of AI-generated advertisement images, created using text-to-image diffusion models, on consumer responses and the boundary conditions of these effects. Study 1 (n = 130) found that for coffee ads, attitudes were descriptively higher toward AI-generated images (η_p² = 0.17), whereas for medical-aesthetics and public-service ads, evaluations favored human-made images; none of these differences reached significance. Study 2 (n = 79) revealed that when consumers were informed about the source of the image (AI or human), they showed significantly more positive attitudes toward human-made images than those generated by AI (d = 0.52). Study 3 (n = 209) demonstrated that in commercial advertising contexts where usage motivations were disclosed, consumers’ negative reactions to AI-generated images were moderated by the specific usage motivation (η² = 0.04). When the motivation was privacy protection, evaluations were comparable to human-made images. In contrast, visual appeal produced slightly lower but non-significant ratings, whereas cost efficiency led to significant declines in trust and purchase intention, with attitude showing only marginal decreases and preference no differences. This study aims to understand the innovative potential of generative AI and provides critical insights for businesses, consumers, and policymakers regarding its effective utilization. Full article

This study examines whether sexual appeals, specifically nudity (body coverage) and model gender, shape consumer responses to advertising. Guided by the Elaboration Likelihood Model, we test whether these factors operate as peripheral cues when argument strength is minimal (fragrance advertising). In a 3 (model gender: male, female, both) × 2 (clothing: swimwear vs. outdoor wear) between-subjects experiment (n = 195), participants viewed one of six real advertisements from the same luxury fragrance brand featuring the same professional models. Nudity level did not affect attitudes toward the ad, brand attitude, or purchase intention. By contrast, ads depicting both a male and a female model produced small but reliable omnibus improvements in brand attitude and purchase intention relative to single-model ads; attitudes toward the ad were unaffected. Mediation tests indicated that these differences were not explained by attitude toward the ad or brand attitude, consistent with peripheral-cue processes rather than the classic ad → brand attitude sequence. Practically, the results challenge the assumption that “more nudity” is persuasive and suggest that, in low-argument contexts, gender-balanced model composition can be a modest, context-dependent cue. Advertisers should prioritize brand/category fit, pretest in the intended media environment (and locale), and expect incremental rather than large effects. Full article

As ad-supported subscription models proliferate across over-the-top (OTT) media platforms, understanding the psychological mechanisms and perceptual factors that underlie consumers’ transition decisions becomes increasingly consequential. This study integrates the Uses and Gratifications framework with a contemporary motivation-based perspective to examine how users’ media consumption motivations and advertising attitudes predict intentions to adopt ad-supported OTT plans. Data were collected via a nationally representative online survey in South Korea (N = 813). The sample included both premium subscribers (n = 708) and non-subscribers (n = 105). The findings reveal distinct segmentation in decision-making patterns. Among premium subscribers, switching intentions were predominantly driven by intrinsic motivations—particularly identity alignment with content—and by the perceived informational value of advertisements. These individuals are more likely to consider ad-supported plans when ad content is personally relevant and cognitively enriching. Conversely, non-subscribers exhibited greater sensitivity to extrinsic cues such as the entertainment value of ads and the presence of tangible incentives (e.g., discounts), suggesting a hedonic-reward orientation. By advancing a dual-pathway explanatory model, this study contributes to the theoretical discourse on digital subscription behavior and offers actionable insights for OTT service providers. The results underscore the necessity of segment-specific advertising strategies: premium subscribers may be engaged through informative and identity-consistent advertising, while non-subscribers respond more favorably to enjoyable and benefit-laden ad experiences. These insights inform platform monetization efforts amid the evolving dynamics of consumer attention and subscription fatigue. Full article

As augmented reality (AR) advertising becomes increasingly prevalent across digital platforms, understanding how its unique features influence consumer responses is critical for both theory and practice. Based on the elaboration likelihood model (ELM), this study develops and validates a dual-dimension content–dual-route processing model to investigate how different features of AR advertising influence consumer engagement. Specifically, it examines how product-related attributes (attractiveness, informativeness) and technology-related attributes (interactivity, augmentation) shape attitudes toward the ad and purchase intentions through cognitive (information credibility) and affective (enjoyment) pathways. Using data from an online survey (N = 299), the study applies partial least squares structural equation modeling (PLS-SEM) to test the proposed model. The results show that informativeness and augmentation significantly enhance information credibility, while attractiveness primarily influences emotional responses. Interactivity and augmentation positively influence cognitive and affective responses. Mediation analysis confirms the simultaneous activation of central and peripheral processing routes, with flow experience emerging as a significant moderator in selected pathways. By introducing a structured framework for AR advertising content, this study extends the applicability of the ELM in immersive media contexts. It underscores the combined impact of rational evaluation and emotional engagement in shaping consumer behavior and offers practical insights for designing effective AR advertising strategies. Full article

The main objective of this study was to investigate European consumers’ intentions to purchase cosmetics and detergents with green ingredients made from recycled CO₂. Aiming to better understand both moral and practical criteria of consumers’ intentions, a combination of the Values-Beliefs-Norms and the Theory of Planned Behaviour models served as the basis of this study’s theoretical framework. The combination was extended with risk perception about global warming, scepticism and media influence. Online interviews were conducted with stratified samples based on gender and age distributions in France, Germany, Greece and Spain. Structural equation modelling and moderation analyses were employed to analyse the data. The results indicated that consumption intentions are generated by consumers’ biospheric values and a sequence of risk perception, awareness of consequences, and ascription of responsibility while they are directly determined (in declining order) by perceived behavioural control, personal norms, attitudes and subjective norms. Subjective norms indicated additional indirect impacts on consumption intentions through personal norms and ascription of responsibility. Moderation also indicated that the relationship between perceived behavioural control and consumption intentions is stronger in consumers, who are less sceptical towards ecological claims on packaging, while the relationship between personal norms and consumption intentions is stronger in consumers, who are less influenced by advertisements. Theoretical, managerial and social implications were derived from the results. Full article

The paper aims to examine the relationships between behavioural biases (such as overconfidence and herding) and the rational behaviour of Australian female consumers when making financial decisions. In doing so, the paper showcases the financial illiteracy of Australian female consumers when confronted with irregularities within the Australian financial markets. From a theoretical standpoint, the study adopts the notions of the adaptive market hypothesis (AMH) to understand the reasoning behind the relationships between behavioural biases (such as overconfidence and herding) and the rational behaviour of Australian female consumers when making decisions rationally. Using a quantitative approach, a structural equation modelling (SEM) was conducted on the proposed theoretical framework with a cleaned dataset of 357 Australian female consumers, which revealed that behavioural biases significantly influence each stage of rational decision-making when making financial decisions. More precisely, the structural equation modelling (SEM) showcases that herding behaviour has a significant positive relationship with the information search and evaluation of alternative stages when making financial decisions. However, overconfidence behaviour has a significant negative relationship with demand identification and evaluation of alternative stages when making financial decisions. Moreover, the findings also showcase that the proposed theoretical model closely fits with the data utilised, indicating that Australian female consumers do follow rational decision-making when making financial decisions. Additionally, the findings revealed that the education and income levels of Australian female consumers positively influence the stages of rational decision-making. The findings also contend that Australian female consumers have a risk-averse attitude (i.e., within three key hypothetical scenarios) towards financial decisions due to the presence of financial illiteracy. Hence, it is strongly suggested that financial institutions highlight the calculative benefits and returns from financial product purchases in advertising and promotions in a way that appeals to female consumer segments. Full article