Resumen de The mediating role of attitude towards values advocacy ads in evaluating issue support behaviour and purchase intention

Yoon Joo Lee, Eric Haley, Kiseol Yang

• Through an experimental design, this study examines the mediating role of attitude towards values advocacy advertising sponsored by Miller and McDonald�s. Adopting hierarchy-of-effects perspectives, the study examined the role of attitude towards the values advocacy advertising in evaluating purchase intention and issue support behaviour. The study results revealed that AValuesAdvocacyAd is a mediator for predicting issue support behaviour when consumers perceive a company�s value advocacy advertising as driven by public-serving motives. Purchase intention was directly affected by perceived public-serving motives of the advertisers. Further, a new construct, self-construal, was found as an antecedent to the cognitive construct, consumers� perceptions towards the advertisers� intention as public-serving.