When Advertisements Look Like Products:

Abstract

Contrary to the phenomena predicted by advertising research relevant to the elaboration likelihood model, content ads emphasizing non-message elements possess the potential to attract consumers with high elaboration likelihood. This research aims to address the following two questions: (1) why do such consumers develop favorable attitudes toward content ads depicting non-message elements? and (2) do their attitudes toward content ads result in product consumption? In proposing the hypotheses, the current research introduces the novel concept of content reproducibility, defined as the degree to which an ad authentically reflects the original product content. Studies 1 and 2 demonstrate that when the elaboration likelihood is high, consumers form more favorable attitudes toward ads with content reproducibility than toward those without it. This is because elements reproducing content (e.g., characters, storylines, settings, colors, and music) in an ad can serve as arguments. Study 2 indicates that when the elaboration likelihood is high, content reproducibility positively influences purchasing intentions. Our findings theoretically contribute to the literature on the elaboration likelihood model, the content business, and the marketing mix. Additionally, this research offers managerial insights to assist marketers in enhancing ad attitudes and purchasing intentions.

Keywords

• content ads
• ad attitudes
• purchasing intentions
• elaboration likelihood model
• arguments