Abstract: Consumers are increasingly in support of sustainable marketing and demarketing has received attention as a viable strategy in response to this growing sentiment. As only a few studies focused on testing demarketing in the context of mindful or anti-consumption, this study tested the effects of practical elements such as a company’s mission commitment level to the cause and corporate social responsibility (CSR) credibility between traditional green advertising and demarketing advertising. Consumer ratings for the green advertising exceeded that of demarketing advertising only under certain conditions (e.g., low impact mission commitment given low CSR credibility, high impact mission commitment given high CSR credibility). There were no conditions where demarketing outperformed the green ad. A generally higher processing disfluency towards demarketing might have been a contributing factor. Further, perceived company integrity was a significant mediator that drove consumer ratings. These results provide an in-depth discussion regarding the viability of demarketing campaigns.
Abstract: This study examined the effects of the use of directional cues in immersive journalism on information recall, attitudes towards a news story, narrative transportation, presence, and message credibility by conducting a randomized between-subjects three-condition lab experiment (N=90) with community participants using three versions of originally produced 360̊ video news story. The study found that presence of directional cues in 360̊ news story improved participants’ recall of statistics from the story, but did not improve recall of verbal information. In addition, the presence of directional cues impacted participants’ perceptions of message credibility, but did not impact their narrative transportation, attitudes towards the 360̊ news story, or sense of presence. The study findings are discussed in light of information processing theories.