Universität zu Köln

Becker, Maren, Wiegand, Nico ORCID: 0000-0002-7348-7716 and Reinartz, Werner J. (2019). Does It Pay to Be Real? Understanding Authenticity in TV Advertising. J. Mark., 83 (1). S. 24 - 51. THOUSAND OAKS: SAGE PUBLICATIONS INC. ISSN 1547-7185

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Abstract

Marketing managers and creatives alike believe that authenticity is an essential element for effective advertising. However, no common understanding of authenticity in advertising exists, and empirical knowledge about its impact on consumer behavior is limited. In this study, the authors use a comprehensive literature review and qualitative studies to identify four dimensions of authenticity in an advertising context. By examining 323 television ads across 67 brands and four years, they investigate these dimensions' effects on the sales performance of advertised products. Because the impact of authenticity may depend on brand or product characteristics, the authors also analyze how these effects vary with brand size or across hedonic and utilitarian products. The results suggest that authenticity influences consumer behavior in a more nuanced manner than previously recognized. For instance, whereas an ad congruent with the brand's essence has a positive effect on sales in most cases, an overly honest advertising message can actually hurt performance; the latter is true especially for hedonic products, for which consumers rely more on subjective information when making purchase decisions.

Item Type:	Journal Article
Creators:	Creators Email ORCID ORCID Put Code Becker, Maren UNSPECIFIED UNSPECIFIED UNSPECIFIED Wiegand, Nico UNSPECIFIED orcid.org/0000-0002-7348-7716 UNSPECIFIED Reinartz, Werner J. UNSPECIFIED UNSPECIFIED UNSPECIFIED
URN:	urn:nbn:de:hbz:38-140767
DOI:	10.1177/0022242918815880
Journal or Publication Title:	J. Mark.
Volume:	83
Number:	1
Page Range:	S. 24 - 51
Date:	2019
Publisher:	SAGE PUBLICATIONS INC
Place of Publication:	THOUSAND OAKS
ISSN:	1547-7185
Language:	English
Faculty:	Unspecified
Divisions:	Unspecified
Subjects:	no entry
Uncontrolled Keywords:	Keywords Language TELEVISION COMMERCIALS; MODERATING ROLE; CONSUMER; PERCEPTIONS; ATTITUDE; INTERFERENCE; METAANALYSIS; CONSUMPTION; VALIDATION; RESPONSES Multiple languages Business Multiple languages
Refereed:	Yes
URI:	http://kups.ub.uni-koeln.de/id/eprint/14076