The interaction effect of ad appeal and need for cognition on consumers' intentions to share viral advertisements

Kalpak K. Kulkarni; Arti D. Kalro; Dinesh Sharma

doi:10.1002/cb.1809

journal article Feb 03, 2020

The interaction effect of ad appeal and need for cognition on consumers' intentions to share viral advertisements

Kalpak K. Kulkarni

Arti D. Kalro

Dinesh Sharma

Journal of Consumer Behaviour Vol. 19 No. 4 pp. 327-338 · Wiley

View at Publisher Save 10.1002/cb.1809

Abstract

AbstractViral advertising has become a popular form of persuasive communication to promote brands on social media. Extant research on viral advertising has focused mostly on evaluating content characteristics as drivers of virality, but very few studies have examined the potential influence of consumers' personality variables that affect their information processing and subsequent ad‐sharing behavior. By taking a consumer‐centric approach, two experimental studies were conducted to examine how consumer's need for cognition (NFC: high vs. low) interacts with message appeal (emotional vs. informational) used in the branded viral advertisements and extent of brand information (high vs. low brand prominence) present in the branded viral advertisement to influence consumers' intentions to share viral advertisements. As compared with low‐NFC individuals, high‐NFC individuals reported higher sharing intentions for viral ads that use informational appeal and also for an emotional viral ad where brand prominence is high. This finding is consistent with the elaboration likelihood model (ELM). Further, the results of these studies show an interesting finding that contradicts the existing understanding originating from ELM; that is, high‐NFC individuals reported higher sharing intentions for viral ads with an emotional appeal as compared with low‐NFC individuals, even when the brand prominence is low. Possible explanations and implications of the findings are discussed in this paper.

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Details

Published: Feb 03, 2020
Vol/Issue: 19(4)
Pages: 327-338
License: View

Authors

K

Kalpak K. Kulkarni

SJM School of Management Indian Institute of Technology Bombay Mumbai India

A

Arti D. Kalro

SJM School of Management Indian Institute of Technology Bombay Mumbai India

D

Dinesh Sharma

SJM School of Management Indian Institute of Technology Bombay Mumbai India

Cite This Article

Kalpak K. Kulkarni, Arti D. Kalro, Dinesh Sharma (2020). The interaction effect of ad appeal and need for cognition on consumers' intentions to share viral advertisements. Journal of Consumer Behaviour, 19(4), 327-338. https://doi.org/10.1002/cb.1809

The interaction effect of ad appeal and need for cognition on consumers' intentions to share viral advertisements

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