The Effect of Advertising on Consumers Self-Improvement Motivation: When and How Advertising Motivates Consumers

Author

Suwakitti Amornpan, The University of Texas Rio Grande Valley

Date of Award

7-1-2024

Document Type

Dissertation

Degree Name

Doctor of Philosophy (PhD)

Department

Marketing

First Advisor

Sunaina Chugani

Second Advisor

Deniz Atik

Third Advisor

Michael S Minor

Abstract

In today's modern world, advertising permeates nearly every facet of consumers’ daily lives, from billboards over city streets to posts seamlessly integrated into social media feeds. The current research identifies a positive unintended consequence of advertising on consumer behavior: increased consumer self-improvement motivation. Across four studies, I find that exposure to mass (vs. luxury) advertising increases consumer motivation to engage in self-improvement. Specifically, I argue that because advertisements for mass (vs. luxury) products prime attainable (vs. unattainable) consumption goals, they increase consumer confidence in their ability to achieve their consumption goals (i.e., they enhance self-efficacy perceptions). This, in turn, puts consumers in a growth mindset, which fosters the motivation to improve one’s standing in life in pursuit of those consumption goals. I find that these effects materialize for consumers to whom consumption goals are important, and thus establish consumer materialism as a moderator of these effects.

Comments

Copyright 2024 Suwakitti Amornpan. https://proquest.com/docview/3098410764

Recommended Citation

Amornpan, Suwakitti, "The Effect of Advertising on Consumers Self-Improvement Motivation: When and How Advertising Motivates Consumers" (2024). Theses and Dissertations. 1584.
https://scholarworks.utrgv.edu/etd/1584