How do advertised prices affect consumers' financial well‐being and happiness?
Commercial advertisements are intended to persuade consumers to purchase products, but their influence can often extend unintentionally and uninvitedly to noncommercial domains. Researchers have uncovered many such unintended ad effects—from lowered self‐esteem to increased empathy. This paper adds...
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Published in | Psychology & marketing Vol. 41; no. 9; pp. 2057 - 2069 |
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Main Authors | , , , , |
Format | Journal Article |
Language | English |
Published |
Hoboken
Wiley Periodicals Inc
01.09.2024
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Abstract | Commercial advertisements are intended to persuade consumers to purchase products, but their influence can often extend unintentionally and uninvitedly to noncommercial domains. Researchers have uncovered many such unintended ad effects—from lowered self‐esteem to increased empathy. This paper adds to the research on unintended ad effects by examining the variable of price in advertisements, and its influence on people's perceived (1) financial well‐being, (2) happiness, (3) time–money evaluations (4) proneness to prosocial behavior, and (5) calculative mindset. The first study was conducted on Swedish nationals through the Swedish national survey company, Nepa. The participants were exposed to advertisements with high versus low levels of prices. We find that those exposed to lower‐priced ads feel better off financially, and consequently happier, place relatively higher value on time over money, and are more likely to help a friend in need than those exposed to higher‐priced ads. The second study was conducted on a US sample using Prolific and further investigated the mechanism behind the effects found in the first study. In this study, we again find an effect of advertised prices on happiness, but not on the other dependent variables. The study results shed new light on the role of advertising and prices on consumer's appraisal of their own financial‐ and psychological well‐being. |
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AbstractList | Commercial advertisements are intended to persuade consumers to purchase products, but their influence can often extend unintentionally and uninvitedly to noncommercial domains. Researchers have uncovered many such unintended ad effects—from lowered self‐esteem to increased empathy. This paper adds to the research on unintended ad effects by examining the variable of price in advertisements, and its influence on people's perceived (1) financial well‐being, (2) happiness, (3) time–money evaluations (4) proneness to prosocial behavior, and (5) calculative mindset. The first study was conducted on Swedish nationals through the Swedish national survey company, Nepa. The participants were exposed to advertisements with high versus low levels of prices. We find that those exposed to lower‐priced ads feel better off financially, and consequently happier, place relatively higher value on time over money, and are more likely to help a friend in need than those exposed to higher‐priced ads. The second study was conducted on a US sample using Prolific and further investigated the mechanism behind the effects found in the first study. In this study, we again find an effect of advertised prices on happiness, but not on the other dependent variables. The study results shed new light on the role of advertising and prices on consumer's appraisal of their own financial‐ and psychological well‐being. Abstract Commercial advertisements are intended to persuade consumers to purchase products, but their influence can often extend unintentionally and uninvitedly to noncommercial domains. Researchers have uncovered many such unintended ad effects—from lowered self‐esteem to increased empathy. This paper adds to the research on unintended ad effects by examining the variable of price in advertisements, and its influence on people's perceived (1) financial well‐being, (2) happiness, (3) time–money evaluations (4) proneness to prosocial behavior, and (5) calculative mindset. The first study was conducted on Swedish nationals through the Swedish national survey company, Nepa. The participants were exposed to advertisements with high versus low levels of prices. We find that those exposed to lower‐priced ads feel better off financially, and consequently happier, place relatively higher value on time over money, and are more likely to help a friend in need than those exposed to higher‐priced ads. The second study was conducted on a US sample using Prolific and further investigated the mechanism behind the effects found in the first study. In this study, we again find an effect of advertised prices on happiness, but not on the other dependent variables. The study results shed new light on the role of advertising and prices on consumer's appraisal of their own financial‐ and psychological well‐being. |
Author | Dahlen, Micael Colliander, Jonas Kim, Olivia Gajic, Vladan Thorbjørnsen, Helge |
Author_xml | – sequence: 1 givenname: Micael surname: Dahlen fullname: Dahlen, Micael organization: Center for Wellbeing, Welfare and Happiness – sequence: 2 givenname: Jonas surname: Colliander fullname: Colliander, Jonas organization: Stockholm School of Economics – sequence: 3 givenname: Vladan surname: Gajic fullname: Gajic, Vladan organization: Stockholm School of Economics – sequence: 4 givenname: Olivia orcidid: 0000-0001-8278-0765 surname: Kim fullname: Kim, Olivia email: olivia.kim@nhh.no organization: Norwegian School of Economics – sequence: 5 givenname: Helge surname: Thorbjørnsen fullname: Thorbjørnsen, Helge organization: Norwegian School of Economics |
BackLink | https://research.hhs.se/esploro/outputs/journalArticle/How-do-advertised-prices-affect-consumers/991001574998606056$$DView record from Swedish Publication Index |
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Copyright | 2024 The Author(s). published by Wiley Periodicals LLC. 2024. This article is published under http://creativecommons.org/licenses/by-nc/4.0/ (the “License”). Notwithstanding the ProQuest Terms and Conditions, you may use this content in accordance with the terms of the License. |
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SubjectTerms | advertising Consumers financial well‐being Happiness Prices prosocial behavior time money evaluation unintended advertising effects |
Title | How do advertised prices affect consumers' financial well‐being and happiness? |
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