The dance between darkness and light: a systematic review of advertising’s role in consumer well-being (1980–2020)

Abstract

Advertising is oft described as the art of capitalism. This indispensable form of communication, in all its Technicolor glory, has the power to shape culture, conscience and commerce. Therein lies the (potential) rub. Advertising promotes consumption as the solution to all of life’s problems. Consumers appear to benefit when conveyed information reduces ignorance and lowers transaction costs for legitimate needs. However, consumers may also be adversely affected when the persuasive influence on consumer behavior extends to the production of previously undiscovered wants or desires. The resultant veil of consumerism enables individuals to overlook the inevitable hollowness that underlies the pursuit of wellbeing through material goods and services. Academic research reinforcing the efficacy of advertising and highlighting its cautionary contours abounds across multiple disciplines. This begs the question, ‘Does advertising, in fact, help or hinder consumer well-being (CWB)?’ The authors conduct a systematic review of the literature between the years 1980 (the emergence of CWB as a formal construct in the marketing literature) and 2020 to establish the extent to which extant research has progressed in response to this broad question. Grounded theory supports a series of emergent themes, as well as inconspicuous gaps that require attention to move the field forward. A framework is developed, and research agenda proposed, to guide future study.

Keywords:

• Advertising
• consumer well-being (CWB)
• systematic literature review
• grounded theory
• health
• ethical
• hedonic
• prosocial

Acknowledgements

The authors would like to express their genuine appreciation for the input and guidance of Dr. Charles R. Taylor, Editor, and the anonymous reviewers at the International Journal of Advertising. Their pointed critique helped to ensure that this review serves as a catalyst to meaningful future research at the junction of advertising and CWB.

Disclosure statement

No potential conflict of interest was reported by the author(s).

Additional information

Notes on contributors

Jonathan Ross Gilbert

Jonathan Ross Gilbert is PhD Candidate in Marketing at the College of Business, University of Rhode Island. His primary research areas are digital marketing and the impact of social media on consumer and human well-being, salesperson and buyer behavior in global B2B markets, customer experience analytics, and interactive storytelling. Jonathan's current research examines the role of marketing strategy as a means of enhancing consumer well-being, the impact of positive psychological factors in sales, and the promotion of agile learning through innovative pedagogies in higher education. His work has appeared in Journal of Public Policy & Marketing, Journal of Services Marketing, and Journal of Selling among others. Prior to academia, he worked as a marketing executive in the telecommunications, media and entertainment industries. Jonathan received an MS in Behavioral Science from Brown University, an MBA from Harvard Business School, and a BA in Economics from Pomona College.

Marla B. Royne Stafford

Marla B. Royne Stafford is Professor of Marketing at the Lee School of Business at the University of Nevada-Las Vegas. A past president of the American Academy of Advertising and past editor in chief of the Journal of Advertising, her research has been published in numerous journals including the Journal of Advertising, Journal of Advertising Research, International Journal of Advertising, Journal of Retailing, Decision Sciences, Journal of Business Research, Journal of Public Policy and Marketing, European Journal of Marketing, American Journal of Public Health, Journal of the American Academy of Child and Adolescent Psychiatry, and several other publications. Her current research focuses primarily on environmental marketing, health-related issues, and consumer well-being. Prior to academia, she worked for such companies as Tupperware Worldwide and Philip Crosby Associated. Her Ph.D. is from the University of Georgia.

Daniel A. Sheinin

Dan Sheinin is Professor of Marketing at the College of Business, University of Rhode Island. His primary research areas are branding, product management, and marketing communications. Dan's current research examines gendered brands, perceptions about complete products, implications of long-term price promotions, and the intersection of branding and politics. His work has appeared in Journal of Marketing, Journal of Advertising, Marketing Letters, Journal of Business Research, and Journal of Marketing Theory and Practice among others. Dan has taught at the Executive, Ph.D., M.B.A., and undergraduate levels. Prior to academia, he worked in brand management and consulting. Dan received a PhD in Marketing from Columbia University, an MBA in Marketing and Finance from Northwestern University (Kellogg), and a BA in Economics from Amherst College.

Kathrynn Pounders

Kathrynn Pounders received her Ph.D from Louisiana State Univeristy and is an Associate Professor in the Stan Richards School of Advertising and PR at The University of Texas at Austin. She studies consumer psychology and persuasion. Kathrynn's research has been published in journals such as Journal of the Academy of Marketing Science, Journal of Business Research, and Journal of Advertising, Journal of Advertising Research, Psychology & Marketing, among others. She currently serves on the editorial review board member for the Journal of Advertising, the Journal of Advertising Research, and the Journal of Business Research.