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EMAC 2020 Annual Conference


Health Beneath The Wings: Angelic Symbols in Marketing
(A2020-52883)

Published: May 27, 2020

AUTHORS

Jasmina Ilicic, Monash University; Stacey Baxter, The University of Sydney; Alicia Kulczynski, The University of Newcastle

KEYWORDS

Angelic Symbols; Priming; Healthfulness

ABSTRACT

This research explores the influence of angelic symbols (i.e., halos and wings) on consumer perceptions of the healthfulness of products. Results demonstrate that the presence of angelic symbols increase product healthfulness perceptions. The findings suggest that angelic symbols enhance healthfulness perceptions irrespective of whether the products advertised are a vice or a virtue. Evidence is provided that angelic symbols prime perceptions of purity, which influences healthfulness perceptions, and subsequent purchase intentions. This research has important implications for marketers in their execution of marketing collateral to influence product attribute perceptions and behavior.