The role of advertiser motives in consumer evaluations of 'responsibility' messages from the alcohol industry

Journal of Marketing Communications

Volumn 14, Issue 4, 2008, Pages 315-335

  Atkin, J L ^a   McCardle, M ^a   Newell, S J ^a  

^a WESTERN MICHIGAN UNIVERSITY   (United States)

Author keywords

Advertiser motives; Alcohol moderation advertising; Social responsibility

Indexed keywords

EID: 47949103463     PISSN: 13527266     EISSN: 14664445     Source Type: Journal    
DOI: 10.1080/13527260802141447     Document Type: Article

References (63)

1. Abramson, J. 1991. Selling moderation: Alcohol industry is at forefront of efforts to curb drunkenness. The Wall Street Journal, May 21, A1.
2. Aronson, E., J.A. Turner, and J.M. Carlsmith. 1963. Communicator credibility and communication discrepancy as determinants of attitude change. Journal of Abnormal and Social Psychology 67, (July): 31-6.
3. Atkin, CK., S.W. Smith, and S. Robbins. 1992. Diversity of audience responses to strategically ambiguous alcohol campaigns, paper presented at the annual meeting of the International Communication Association, May 1992, Miami, FL.
4. Barclay, D.W., and J.B. Smith. 1997. The effects of organizational differences and trust on the effectiveness of selling partner relationships. Journal of Marketing 61, no. 1: 3-21.
5. Beatty, S.G. 1997. Nipped in the bud: How the beer industry uses TV advertisements to mollify critics, buff its image. Wall Street Journal, August 14.
6. Beaver, W. 1997. What to do about alcohol advertising. Business Horizons 40, no. 6: 87-91.
7. Bendapudi, N., S.N. Singh, and V. Bendapudi. 1996. Enhancing helping behavior: An integrated framework for promotion planning. Journal of Marketing 60, (July): 33-49.
8. Beirne, M. 2003. In the name of responsibility. Brandweek 44, May 12.
9. Belch, G.E., and M.A. Belch. 2004. Advertising and promotion: An integrated marketing communications perspective. New York: McGraw Hill.
10. Bettinghaus, E.P. 1969. Persuasive communication. New York, NY: Wiley and Sons.
11. Bochner, S.E., and C.A. Insko. 1966. Communicator discrepancy, source credibility, and opinion change. Journal of Personality and Social Psychology 4, no. 6: 614-21.
12. Brown, E.A. 1991. Alcohol industry tries new image: Critics remain skeptical of beer and liquor producers' efforts to respond to anti-drinking tide. Christian Science Monitor, July 19.
13. Center on Alcohol Marketing and Youth. 2004. Fewer drops in the bucket: Alcohol industry 'responsibility' advertising declined on television in 2002. Washington, DC: Georgetown University.
14. _. 2007a. Youth exposure to alcohol advertising on television and in national magazines, 2001-6. Washington, DC: The Center on Alcohol Marketing and Youth, Georgetown University.
15. _. 2007b. Drowned out: Alcohol industry 'responsibility' advertising on television, 2001-5. Washington, DC: The Center on Alcohol Marketing and Youth, Georgetown University.
16. Chin, W.W. 1998. The partial least square approach to structural equation modeling. In Modern Methods for Business Research, ed. G. A. Marcoulides, 295-336. Mahwah, NJ: Lawrence Erlbaum.
17. _, B.L. Marcolin, and P.R. Newsted. 2003. A partial least squares latent variable modeling approach for measuring interaction effects: Results from a Monte Carlo simulation study and an electronic-mail emotion adoption study. Information Systems Research 14, no. 2: 189.
18. Clampitt, P.G. 2000. Communicating for managerial effectiveness. Thousand Oaks, CA: Sage Publications.
19. Contractor, N.S., and M.C. Ehrlich. 1993. Strategic ambiguity in the birth of a loosely coupled organization: The case of a $50-million experiment. Management Communication Quarterly 6, no. 3: 251-81.
20. Davis, J.J. 1994. Good ethics is good for business: Ethical attributions and response to environmental advertising. Journal of Business Ethics 13, no. 11: 873-86.
21. DeJong, W., C.K. Atkin, and L. Wallack. 1992. A critical analysis of 'moderation' advertising sponsored by the beer industry: Are 'responsible drinking' commercials done responsibly? The Milbank Quarterly 70, no. 4: 661-77.
22. Eisenberg, E.M. 1984. Ambiguity as strategy in organizational communication. Communication Monographs 51, no. 4: 227-42.
23. _, and H.L. Goodall, Jr. 1993. Organizational communication: Balancing creativity and constraint. New York: St Martin's Press.
24. Emblad, H. 1995. What would happen in the world if 'sensible drinking' was adopted as a reasonable concept and advertised universally? Addiction 90, no. 2: 169-71.
25. Folkes, V.S., and M.A. Kamins. 1999. Effects of information about firms' ethical and unethical actions on consumers' attitudes. Journal of Consumer Psychology 8, no. 3: 243-259.
26. Fombrun, C.J. 1996. Reputation: Realizing value from the corporate image. Boston, MA: Harvard Business School Press.
27. Fornell, C., and D.F. Larcker. 1981. Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research 18, no. 1: 39-50.
28. Frank, J.N. 2004. Heineken labels to call for responsibility. PRWeek, November 22.
29. Garfield, C.F., P.J. Chung, and P.J. Rathouz. 2003. Alcohol advertising in magazines and adolescent readership. Journal of the American Medical Association 289, no. 18: 2424-9.
30. Goldsmith, R.E., B.A. Lafferty, and S.J. Newell. 2000a. The impact of corporate credibility and celebrity credibility on consumer reaction to advertisements and brands. Journal of Advertising 29, no. 3: 43-54.
31. _. 2000b. The influence of corporate credibility on consumer attitudes and purchase intent. Corporate Reputation Review 3, no. 4: 304-18.
32. Gregory, J.R. 1991. Marketing corporate image: The company as your number one product. Lincolnwood, IL: NTC Business Books.
33. Ha, Y., and SJ. Hoch. 1989. Ambiguity, processing strategy and advertising-evidence interactions. Journal of Consumer Research 16, no. 3: 354-60.
34. Hatch, D. 2002. Report: PSAs air in worst daypart. Electronic Media 21, February 25.
35. Heider, F. 1946. Attitudes and cognitive organizations. Journal of Psychology 21: 107-12.
36. Hitchon, J., P. Duckler, and E. Thorson. 1994. Effects of ambiguity and complexity on consumer response to music video commercials. Journal of Broadcast and Electronic Media 38, no. 3: 289-306.
37. Hoch, SJ., and Y. Ha. 1986. Consumer learning: Advertising and the ambiguity of product experience. Journal of Consumer Research 13, no. 3: 221-32.
38. Holmes, J.H., and C.J. Kilbane. 1993. Selected effects of price and charitable donations. Journal of Nonprofit and Public Sector Marketing 1, no. 4: 67-83.
39. Hulland, J. 1999. Use of partial least squares (PLS) in strategic management research: A review of four recent studies. Strategic Management Journal 20, no. 2: 195-204.
40. Jones, E.E., and K. Davis. 1965. From acts to dispositions. In Advances in experimental psychology, ed. L. Berkowitz, 219-66. New York: Academic Press.
41. Kelley, H.E. 1973. The process of causal attributions. American Psychologist 28: 107-28.
42. Lafferty, B., and R.E. Goldsmith. 1999. Corporate credibility's role in consumers' attitudes and purchase intentions when a high versus low credibility endorser is used in the ad. Journal of Business Research 44, no. 2: 109-16.
43. _, and S.J. Newell. 2002. The dual credibility model: The influence of corporate and endorser credibility on attitudes and purchase intentions. Journal of Marketing Theory and Practice 10, no. 3: 1-12.
44. Lavack, A.M. 1999. Message content of alcohol moderation TV commercials: Impact of corporate versus nonprofit sponsorship. Health Marketing Quarterly 16, no. 4: 15-31.
45. Lichtenstein, D., S. Burton, and B.S. O'Hara. 1989. Marketplace attributions and consumer evaluations of discount claims. Psychology & Marketing 6, no. 3: 163-80.
46. MacKenzie, S., and R.J. Lutz. 1989. An empirical examination of the structural antecedents of attitude toward the ad in an advertising pretesting context. Journal of Marketing 53, no. 2: 48-65.
47. Markham, A. 1996. Designing discourse: A critical analysis of strategic ambiguity and workplace control. Management Communication Quarterly 9: 389-422.
48. Moore, D.J., J.C. Mowen, and R. Reardon. 1994. Multiple sources in advertising appeals: when product endorsers are paid by the advertising sponsor. Journal of the Academy of Marketing Science 22, no. 3: 234-43.
49. Newell, SJ., and R.E. Goldsmith. 2001. The development of a scale to measure perceived corporate credibility. Journal of Business Research 52, no. 3: 235-47.
50. Ognianova, E., and E. Thorson. 1997. Associations between drunk driving PSAs, alcohol moderation advertisements and safe driving behaviors. Proceedings of the Conference of the American Academy of Advertising, ed. M. Carole Macklin, 8-19. Cincinnati, OH: American Academy of Advertising.
51. Ohanian, R. 1990. Construction and validation of a scale to measure celebrity endorsers' perceived expertise, trustworthiness, and attractiveness. Journal of Advertising 19, no. 3: 39-52.
52. Paul, J., and CA. Stribiak. 1997. The Ethics of Strategic Ambiguity. The Journal of Business Communication 34, no. 2: 149-159.
53. Penzer, E. 1990. Ringing in a new era. Incentive 164, no. 12: 48-51.
54. Rifon, N.J., S.M. Choi, CS. Trimble, and H. Li. 2004. Congruence effects in sponsorship: The mediating role of sponsor credibility and consumer attributions of sponsor motive. Journal of Advertising 33, no. 1: 29-42.
55. Sarkar, MB., R. Echambadi, S.T. Cavusgil, and P.S. Aulakh. 2001. The influence of complementarily, compatibility, and relationship capital on alliance performance. Journal of the Academy of Marketing Science 29, no. 4: 358-73.
56. Sellnow, T.L., and R.R. Ulmer. 1995. Ambiguous argument as advocacy in organizational crisis communication. Argumentation and Advocacy 31, no. 3: 138-50.
57. Sen, S., and C.B. Bhattacharya. 2001. Does doing good always lead to doing better? consumer reactions to corporate social responsibility. Journal of Marketing Research 38, no. 2: 225-13.
58. Sparkman, R.M. Jr. 1982. The discounting principle in perception of advertising. In Advances in consumer research, ed. A. Mitchell, 277-80. Ann Arbor, MI: Association for Consumer Research.
59. Sternthal, B., L.W. Phillips, and R. Dholakia. 1978. The persuasive effects of source credibility: A situational analysis. Public Opinion Quarterly 42, no. 3: 285-314.
60. Ulmer, R.R., and T.L. Sellnow. 2000. Consistent questions of ambiguity in organizational crisis communication: Jack in the box as a case study. Journal of Business Ethics 25, no. 2: 143-55.
61. _. 1997. Strategic ambiguity and the ethic of significant choice in the tobacco industry's crisis communication, Communication Studies 48: 215-33.
62. Varadarajan, P.R., and A. Menon, 1988. Cause-related marketing: A coalignment of marketing strategy and corporate philanthropy. Journal of Marketing 52, no. 3: 58-74.
63. Wolburg, J.M. 2005. How responsible are 'responsible' drinking campaigns for preventing alcohol abuse? Journal of Consumer Marketing 224: 176-7.