Empowering social change through advertising co-creation: the roles of source disclosure, sympathy and personal involvement

Davide C. Orazi, Liliana L. Bove, Jing Lei

Research output: Contribution to journalArticleResearchpeer-review

18 Citations (Scopus)


Despite the emerging trend of adopting co-creative approaches in public and non-profit advertising, research has overlooked participatory approaches in non-commercial settings. This research extends current knowledge on consumer-generated advertising (CGA) to communications fostering positive social change. The results of an experimental study show that the disclosure of consumer participation in the ad creation process results in positive ad evaluations and reduces positive attitudes towards unhealthy eating. The main effect of source disclosure on ad evaluations is mediated by sympathy towards the ad creator. In addition, floodlight analyses show that the main effect of source disclosure on ad evaluations and attitudes is amplified when the audience is highly involved with the advertised issue. Implications for theory, practice and public policy are discussed.
Original languageEnglish
Pages (from-to)149-166
Number of pages18
JournalInternational Journal of Advertising
Issue number1
Publication statusPublished - 2016
Externally publishedYes


  • Consumer-generated advertising
  • Floodlight analysis
  • Identification
  • Personal involvement
  • Social empowerment
  • Source disclosure
  • Unhealthy eating

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