Efektywność marketingowa reklam sprawczych i wspólnotowych: efekt zbieżności z dążeniowym i wspólnotowym „Ja”

• Authors: Konrad Hryniewicz

Title variants

EN

The marketing effectiveness of the agentic and communal advertisements: congruity effect with a pursuing and communal-slef

Abstracts

EN

The article shows three pilot studies and the exeperiment about marketing effectiveness adverisments ibued with agentic or communal content. Based on the dual perspective model of agency and communion and the self-congruity effect it was expected that the agentic advertisement will be valuated by recipient's pursuing-self (in accordance with actor perspective who is pursing to personal goal acheivement) and communal advertisement by communionself (in accordance with observer perspective who is assessing good intentions of the other people). The pilot studies showed that the prepeared animated advertisements of carrot characterised by high agency or communal content. The experiment showed that the agentic advertisement influence on more strong relations between recipient's intention to carrot eating and positive attitude toward product and advertisement. Wheres the communal advertisement influence on more strong relations between recipient's communion and positive attitude toward product and advertisement. Study shows that the valuation of an advertised products is consistent with fundamental dimensions of human living, that is pursiung to personal goals and initiating and maintaning social relationships.

PL

Autor przedstawia założenia i wyniki trzech badań pilotażowych oraz eksperymentu dotyczących efektywności marketingowej reklam nasyconych treścią sprawczą lub wspólnotową. Wykorzystując model podwójnej perspektywy sprawczości i wspólnotowości oraz teorię zbieżności z „Ja”, założono w nich, że reklama sprawcza będzie wartościowana przez „Ja” odbiorcy (zgodnie z perspektywą aktora dążącego do realizacji osobistego celu), a reklama wspólnotowa przez „Ja” wspólnotowe (zgodnie z perspektywą obserwatora oceniającego dobre intencje innych osób). W toku badań pilotażowych ustalono, że przygotowane animowane reklamy produktu (marchwi) charakteryzowały się wysoką sprawczością lub wspólnotowością. Eksperyment wykazał, że reklama sprawcza powodowała silniejszy związek między intencją odbiorcy do jedzenia marchwi a pozytywnymi postawami wobec produktu i reklamy. Reklama wspólnotowa powodowała natomiast silniejszy związek między wspólnotowością odbiorcy a pozytywnymi postawami wobec produktu i reklamy. Badanie potwierdziło, że wartościowanie reklamowanych produktów jest zgodne z podstawowymi wymiarami życia ludzi, tj. ich dążeniem do realizacji własn

Keywords

PL

wspólnotowość; sprawczość; efektywność reklam; zbieżność z „Ja”; SEM-PLS

EN

communion; agency; advertising effectiveness; self-congruity; SEM-PLS

• Publisher: Polskie Wydawnictwo Ekonomiczne
• Journal: Marketing i Rynek
• Year: 2020
• Issue: 2
• Pages: 14-24

Dates

published

2020

Contributors

author

Konrad Hryniewicz

• Uniwersytet Humanistycznospołeczny SWPS

• https://orcid.org/0000000222308132

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Identifiers

DOI

10.33226/1231-7853.2020.2.2

Biblioteka Nauki

2054381