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Cry, Laugh, or Fight: The Impact of the Advertising Image and Disease Target Match on Consumers’ Evaluations of Cancer Advertising
Author(s) -
Taylor Kimberly A.,
Knibb Jaekesa
Publication year - 2013
Publication title -
psychology and marketing
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.035
H-Index - 116
eISSN - 1520-6793
pISSN - 0742-6046
DOI - 10.1002/mar.20608
Subject(s) - affect (linguistics) , advertising , disease , psychology , congruence (geometry) , marketing , social psychology , business , medicine , communication , pathology
Cancer detection and treatment is now a huge part of the health care system, and many cancer charities and organizations advertise heavily in various media. However, from pink ribbons to yellow wristbands, marketing spending and imagery are vastly different between diseases that primarily affect men and those that primarily affect women. Yet, the ways in which consumers react to specific marketing images when used in cancer‐related advertising, and the importance of the congruence between the disease and the ad image have been under‐researched. This paper explores these research questions in two studies and finds significant differences in ad evaluations by image and gender of the disease target.