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

The marketing effectiveness of the agentic and communal advertisements: congruity effect with a pursuing and communal-slef

The article shows three pilot studies and the exeperiment about marketing effectiveness adverisments ibued with agentic or communal content. Based on the dual perspective model of agency and communion and the self-congruity effect it was expected that the agentic advertisement will be valuated by recipient's pursuing-self (in accordance with actor perspective who is pursing to personal goal acheivement) and communal advertisement by communionself (in accordance with observer perspective who is assessing good intentions of the other people). The pilot studies showed that the prepeared animated advertisements of carrot characterised by high agency or communal content. The experiment showed that the agentic advertisement influence on more strong relations between recipient's intention to carrot eating and positive attitude toward product and advertisement. Wheres the communal advertisement influence on more strong relations between recipient's communion and positive attitude toward product and advertisement. Study shows that the valuation of an advertised products is consistent with fundamental dimensions of human living, that is pursiung to and initiating and maintaning social relationships.

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Keywords: communion; agency; advertising effectiveness; self-congruity; SEM-PLS



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