K5. Advertising Organizational Culture as a Selling Tactic for For-Profit Organizations

• In Event: Working Paper Session & Reception
  In Working Paper Session: Pod K: Persuasion

Short Abstract

By conducting four experiments, we found that advertising organizational culture can be an effective selling tactic for for-profit organizations, particularly in a stereotypically fun industry. Specifically, advertising fun (vs. neutral) organizational culture appeared to enhance consumers’ perception of organizational warmth, which elevated their positive anticipated emotions and subsequent purchase intention.

Authors

• Dejun Tony Kong, University of Houston, USA

• Maria Ng, University of Houston, USA