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DOI: 10.33226/1231-7853.2020.2.2
JEL: M31, M37

Efektywność marketingowa reklam sprawczych i wspólnotowych: efekt zbieżności z dążeniowym i wspólnotowym „Ja”

Autor przedstawia założenia i wyniki trzech badań pilotażowych oraz eksperymentu dotyczących efektywności marketingowej reklam nasyconych treścią sprawczą lub wspólnotową. Wykorzystując model podwójnej perspektywy sprawczości i wspólnotowości oraz teorię zbieżności z „Ja”, założono w nich, że reklama sprawcza będzie wartościowana przez „Ja” odbiorcy (zgodnie z perspektywą aktora dążącego do realizacji osobistego celu), a reklama wspólnotowa przez „Ja” wspólnotowe (zgodnie z perspektywą obserwatora oceniającego dobre intencje innych osób). W toku badań pilotażowych ustalono, że przygotowane animowane reklamy produktu (marchwi) charakteryzowały się wysoką sprawczością lub wspólnotowością. Eksperyment wykazał, że reklama sprawcza powodowała silniejszy związek między intencją odbiorcy do jedzenia marchwi a pozytywnymi postawami wobec produktu i reklamy. Reklama wspólnotowa powodowała natomiast silniejszy związek między wspólnotowością odbiorcy a pozytywnymi postawami wobec produktu i reklamy. Badanie potwierdziło, że wartościowanie reklamowanych produktów jest zgodne z podstawowymi wymiarami życia ludzi, tj. ich dążeniem do realizacji własnych celów oraz nawiązywania i utrzymywania relacji z innymi ludźmi.

Słowa kluczowe: wspólnotowość; sprawczość; efektywność reklam; zbieżność z „Ja”; SEM-PLS.

Bibliografia

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Marketing i Rynek nr 2/2020
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