“Giving Over Selling: Advertising for Social Enterprise”
On Friday, October 15, Dr. Josh Coleman hosted a marketing workshop in which he shared critical research findings on the in-congruency between opposing advertising messages i.e., messages that portray selling (promotion-focused) cues versus messages that portray giving (donation-focused) cues. Dr. Coleman uses Social enterprises as a basis for the study—a business format that is becoming increasingly popular over the years.
Social enterprises are company structures based on the pursuit of both profit maximization and social reform. Dr. Coleman has studied social enterprises and cause-related marketing for years, and has found passion in the field for some time now. According to his primary and secondary research collection, he has found that giving (donation-focused) cues portray more authenticity than selling (promotion-focused) cues within most advertising contexts.
However, companies who utilize both giving/ selling promotional strategies simultaneously, are likely to be perceived negatively. The opposing nature of the two messages evoke a sense of inauthenticity in the eyes of consumers. All research findings are based on the Cue Congruency Theory in which spectators are likely to perceive advertising stimuli negatively if they are presented with opposing messages. Oppositely, spectators are likely to perceive advertising stimuli positively if they are presented with compatible messages. When advertising message cues relay two polarizing motives, such as in selling vs. giving strategies, negative consequences may result as it reduces the companies’ validity and questions their true motives.
Subject: Marketing Research Workshop V – Fall 2021 hosted by Dr. Josh Coleman
Date: Friday, October 15, 2021
Location: Glass Hall room 0354 American National Insurance Auditorium
Abstract: The social enterprise is an organizational structure in which a company pursues both profit maximization and social reform. Two distinct message cues are available for advertising: a selling cue (related to profit maximization) and a giving cue (related to social reform). The in-congruency between these two message cues results in a negativity bias which diminishes perceptions of authenticity. Thus, across four studies, this research investigates the influence on authenticity when each message cue is presented through advertising in isolation of one another as well as simultaneously. Results consistently show authenticity is highest when only a giving message cue is presented in an advertisement. When both message cues are presented together, authenticity is highest for individuals who adopt a promotion regulatory orientation. This work is among the first to explore advertising for the social enterprise.