Advertising during COVID-19: Exploring Perceived Brand Message Authenticity and Potential Psychological Reactance

• Published in: Journal of advertising Vol. 50; no. 3; pp. 253 - 261
• Main Authors: Shoenberger, Heather, Kim, Eunjin (Anna), Sun, Yuan
• Format: Journal Article
• Language: English
• Published: Abingdon Routledge 21.07.2021; Taylor & Francis Ltd
• Subjects: Activists; Advertisements; Advertising; Authenticity; Behavior; Between-subjects design; Brands; Coronaviruses; COVID-19; Freedoms; Pandemics; Psychological reactance; Threats

This study seeks to examine under what circumstances brand advertising that advocated for socially desirable behaviors (e.g., mask wearing) during the COVID-19 pandemic may be successful in increasing the intention to engage in such behaviors. In doing so, we examine the effectiveness of real brands...