Resumen de Empowering social change through advertising cocreation: the roles of source disclosure, sympathy and personal involvement

Davide C. Orazi, Liliana L. Bove, Jing Lei

• Despite the emerging trend of adopting co-creative approaches in public and nonprofit advertising, research has overlooked participatory approaches in noncommercial settings. This research extends current knowledge on consumer-generated advertising to communications fostering positive social change. The results of an experimental study show that the disclosure of consumer participation in the ad creation process results in positive ad evaluations and reduces positive attitudes towards unhealthy eating. The main effect of source disclosure on ad evaluations is mediated by sympathy towards the ad creator. In addition, floodlight analyses show that the main effect of source disclosure on ad evaluations and attitudes is amplified when the audience is highly involved with the advertised issue. Implications for theory, practice and public policy are discussed.