MIC3ST 2025 | International Journal of Research and Innovation in Social Science (IJRISS)
Virtual Conference on Melaka International Social Sciences, Science and Technology 2025
ISSN: 2454-6186 | DOI: 10.47772/IJRISS | Special Issue | Volume IX Issue XXIII October 2025
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Effectiveness of Advertising Using Model with Disabilities: Extended
Advertising Value Model
Hasna Shafa Kamila Rossano, Ericka Verena Sarboni, Evelyn Hendriana
*
Management Department, BINUS Business School Master Program, Bina Nusantara University,
Jakarta, Indonesia,
*Corresponding Author
DOI: https://dx.doi.org/10.47772/IJRISS.2025.923MIC3ST250023
Received: 12 August 2025; Accepted: 20 August 2025; Published: 24 October 2025
ABSTRACT
The increasing awareness of inclusivity issues, especially among the younger generation, has encouraged
companies to adopt advertising using the disability model to support equality. However, the effectiveness of
these ads has not been empirically studied. In the context of advertising in general, the advertising value model
(AVM) has often been applied. Therefore, the study aimed to evaluate the effectiveness of advertising using the
disability model in increasing purchase intention through the Advertising Value Model. It also examined the
role of universalism in the relationship between advertising value and attitudes toward the advertisement and
the brand. This survey-based research involved 216 Generation Z members in Banten, Jakarta, and West Java,
selected using a convenience sampling technique. Data were analyzed using PLS-SEM to maximize the
prediction of relationships between variables. The results show that informativeness and entertainment
elements significantly increase the advertising value. This affects both the brand and the attitude toward the
advertisement. The universalism value strengthens the attitude toward the advertisement but not the attitude
toward the brand. A positive attitude toward the brand is the primary factor increasing purchase intention. The
attitude toward the advertisement influences purchase intention through its impact on brand attitude.
Practically, this study offers insights for companies to design advertisements that promote social equality,
enhancing marketing performance and financial benefits.
Keywords— advertising value model, attitude, inclusive advertising, purchase intention, universalism
INTRODUCTION
The Sustainable Development Goals (SDGs), introduced by the United Nations in 2015, serve as a global
framework aimed at eradicating poverty, promoting environmental protection, and ensuring that all individuals
worldwide attain peace and prosperity by 2030. The SDG concept is more widely accepted by the younger
generation, who are more interested in taking action to contribute to achieving the SDGs [42]. The incredible
drive of the younger generation has prompted some companies to integrate the SDGs into their marketing
strategies to enhance brand reputation, market share, and positive image [3]. One of them is by involving
people with disabilities as advertising models to support the achievement of the 10th SDG, namely reducing
inequalities, which has begun to be widely implemented by several well-known brands [12]. Using people with
disabilities as advertising models supports the 10th SDG, which aims to reduce inequalities and has been
adopted by global brands such as Procter & Gamble, Nike, Coca-Cola, and Apple. Consumers highly value
inclusive advertising and have been shown to impact brand perception and customer satisfaction [4]. In
Indonesia, although awareness is growing, adoption remains limited, with few brands, such as POND’S, Sari
Ayu, and Layak Indonesia, leading the way.
[2] Found a new perspective on people with disabilities that can be leveraged as an opportunity to benefit both
individuals with disabilities and the market. However, this opportunity can lead to naive representations and
reinforce negative perspectives on people with disabilities [12]. When examining this issue, it is essential to
acknowledge that research on advertising featuring models with disabilities is predominantly qualitative in
MIC3ST 2025 | International Journal of Research and Innovation in Social Science (IJRISS)
Virtual Conference on Melaka International Social Sciences, Science and Technology 2025
ISSN: 2454-6186 | DOI: 10.47772/IJRISS | Special Issue | Volume IX Issue XXIII October 2025
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nature (e.g., [25], [41]), which limits its generalizability. Moreover, those studies do not specifically measure
the ability of such advertisements to influence individuals' behaviors. An advertisement is considered effective
if it successfully persuades consumers to perform certain behaviors, such as deciding to purchase a product, as
explained by the Advertising Value Model (AVM hereafter). While AVM has been applied in various general
advertising studies (e.g., [27], [32]), it has not explicitly examined the effectiveness of disability models.
Individuals’ perceptions of and attitudes toward advertising or brands that use models with disabilities may
depend on how they acknowledge diversity. The individual value of universalism, which reflects a concern for
equality and the acceptance of diversity, is relevant to explore, as it may influence consumer responses to
inclusive advertising. Despite its potential, this aspect has not yet been addressed in advertising with the model
of disabilities, making it a novel contribution in this study. Thus, this study extends AVM by considering
universalism as a value moderator in the conceptual framework. This research has two objectives: (1) to
examine the effectiveness of advertising with models of people with disabilities in driving purchase intention,
which should be evaluated by applying the advertising value model and (2) to examine the moderating role of
universalism in the relationship between advertising value, attitudes toward the ads, and attitudes toward the
brand.
LITERATURE REVIEW
Advertising Value Model
The AVM states that the perceived value of an advertisement is determined by three elements:
informativeness, entertainment, and irritation, which will ultimately determine consumers' attitude toward the
advertisement [9],[10]. Advertising value is a subjective assessment of the usefulness or value of an
advertisement, as perceived by consumers, and can vary depending on the media and advertising objects used
[9]. Informativeness has a strong relationship with advertising value [10]. The positive effect of
informativeness on advertising value has also been found in various other studies [27], but none have focused
on advertisements featuring models with disabilities. Ads featuring models with disabilities can provide
information that educates and builds awareness about the importance of equality, broadening the horizons of
disability issues, highlighting the challenges faced, and introducing solutions or products that can improve the
daily lives of people with disabilities [25]. This is expressed through the following hypothesis:
H1: Informativeness in advertising has a positive effect on Advertising Value.
Ads with entertainment elements are more effective at attracting and maintaining consumer attention [23]
because people tend to feel happy while watching entertaining ads [20]. Therefore, entertainment can enhance
the advertising value of an advertisement, which in turn affects consumer attitudes or behavior towards the
advertisement [44]. In the context of advertisements featuring models with disabilities, these advertisements
can increase their advertising value. Companies prefer the representation of models with disabilities because it
will provide an interesting, inspiring, and heartfelt narrative [12]. Entertainment in these ads can also broaden
one's view of people with disabilities. By adding entertainment aspects in advertisements with models of
people with disabilities, advertisements will be more accepted and appreciated by the public and reduce the
possibility of negative perceptions of people with disabilities, which is expressed through the following
hypothesis:
H2: Entertainment in advertisements has a positive effect on Advertising Value.
Irritation is the only factor that can reduce the advertising value [9], as it causes viewers to avoid the ad and
negatively impacts consumer attitudes and purchase intentions [38]. The negative impact of irritation on
advertising value has been proven in several previous studies [27]. It may also occur in advertisements with
models of people with disabilities if not appropriately managed, for example, by exaggerating or exploiting the
weaknesses of people with disabilities in their advertisements [8]. While getting consumers' attention is very
important, providing ads with excessive content can distract consumers' attention that reducing the
effectiveness of the advertising value, which is expressed through the following hypothesis:
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H3: Irritation in advertising negatively affects Advertising Value.
An individual's attitude toward an advertisement is their response to the advertisement [28], which is formed
when consumers evaluate the visual and verbal content of the advertisement [35]. The attitude toward the
advertisement is relatively long-lasting [32], which is influenced by advertising credibility, visual appeal, and
message relevance [28]. The positive effect of advertising value on attitude toward advertisement has been
proven by [32]. Advertisements with models with disabilities that contain relevant and educational information
and are presented attractively are perceived to have high advertising value. This will help brands establish a
positive, socially responsible image and commitment to equality worldwide [11], thereby enhancing their
attitude toward advertising. The relationship is shown through the following hypothesis:
H4: Advertising Value has a positive effect on Attitude toward the Advertisement.
In addition to attitude toward the advertisement, attitude toward the brand is essential for a brand to know the
true consumer intention [14]. Attitude towards the brand refers to the attitude and perception that consumers
have towards a brand [15], which is influenced by product quality, brand image, personal experience, and the
perceived value of the product [1]. When consumers find brand advertisements valuable and relevant, they
tend to provide and develop positive responses [38]. An attractive and professionally presented advertisement
will be perceived as credible, leading to a positive attitude towards the advertised brand. In the end, advertising
value positively affects attitude toward the brand [22], [32]. Ads with models of people with disabilities have a
high value demonstrated through their commitment to diversity [24], which is reflected in the following
hypothesis:
H5: Advertising Value has a positive effect on Attitude toward the Brand.
The content of the message conveyed in advertisements can influence the linkage between consumers' attitudes
toward the advertisement and their attitudes toward the brand [30], where an attitude toward the advertisement
will affect an attitude toward the brand [32]. The positive relationship between attitude toward the
advertisement and attitude toward the brand has been proven by [30]. A person's positive attitude towards
advertisements featuring models with disabilities will lead them to associate the brand that produces the
advertisement with a commitment to diversity in the world [24]. This will encourage him to have a positive
consumer attitude towards the brand, which is shown through the following hypothesis:
H6: Attitude toward the Advertisement positively affects Attitude toward the Brand.
The Moderating Role of Universalism in Advertising Value Model
From Schwartz's basic values, universalism refers to individual values that emphasize universal interests, such
as peace, justice, equality, and a clean environment [37]. Universalism value can develop and change
significantly based on environmental influences [6]. A person who prioritizes universalism values is more
concerned with the welfare of society than personal interests. Ads that use the disability model aim to present
universalism values such as equality and respect for diversity. The values shown in the advertisement are
expected to create positive perceptions, which can increase attitudes toward the advertisement, as consumers
appreciate the moral message conveyed. It is the same with attitude towards the brand. Universalism values
may increase positive attitudes towards brands by building positive perceptions between universalism values
and the brand itself. Consumers who hold universalism values tend to be more responsive to advertisements
featuring disability models, which can have an impact on both the perception of the advertisement and the
advertised brand.
H4a: Universalism strengthens the positive influence relationship between Advertising Value and
Attitude toward the Advertisement
H5a: Universalism strengthens the positive influence relationship between Advertising Value and
Attitude toward the Brand
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Relationship Between Attitude and Purchase Intention
The emotional response, as reflected in the attitude toward the advertisement, helps consumers decide to buy
the product offered without the need to process all the information from the brand [46]. [32] found that
consumers tend to have a higher intention to buy a product if they like the advertisement. Likewise, consumers
with a positive view of the brand tend to have a high purchase intention, even willing to spend more if they
respond positively to the brand [1]. Several studies have proven that attitude toward advertisements positively
affects purchase intention [32]. On the other hand, ads with inclusiveness can also increase consumers' trust in
the brands that advertise them [11]. As a result, they will be interested in buying the product advertised, and
this will be proven through the following hypothesis:
H7: Attitude toward the Advertisement has a positive effect on Purchase Intention.
Attitude toward the brand measures the effectiveness of the advertisement, which can motivate consumer
purchase intentions [21]. [31] Prove that attitude toward the brand positively influences purchase intention.
Representation of disability models can reflect the value of equality but will increase brand credibility through
emotional appeal and trust in the message conveyed in the advertisement. When consumers perceive an
advertisement as credible and meaningful, it tends to foster a positive attitude toward the brand, which can
encourage them to be more interested in purchasing the product offered.
H8: Attitude toward the Brand has a positive effect on Purchase Intention.
The relationships are presented in Figure 1.
Fig.1 Theoretical Framework
RESEARCH METHODOLOGY
Research Design
The survey method was employed to assess the effectiveness of the AVM and the moderating role of
universalism value in the context of advertising featuring models with disabilities. The survey was conducted
by distributing questionnaires with assistance from several enumerators who could recruit suitable respondents
and accurately explain the study. Since few advertisements featured models with disabilities, at the beginning
of the survey, respondents were asked to watch the advertisements first to ensure they had a clear
understanding of the context under study. After that, respondents were asked to fill out the survey directly
using the link provided by the enumerator. This study focused on Generation Z due to its important role in
supporting the success of the SDGs [42], who have a deep concern for the welfare of the world that may
influence many people to make decisions that prioritize sustainability (World Economic Forum, 2022).
This research targets Generation Z in Jakarta, West Java, and Banten, because these three provinces represent
the most dynamic and diverse population in Indonesia. Jakarta as the capital city, has the highest Human
Development Index (HDI) in the country, at 82.46, reflecting better access to education, health, and
technology, which strongly influence the lifestyle and consumer behaviour of Generation Z. West Java, with
MIC3ST 2025 | International Journal of Research and Innovation in Social Science (IJRISS)
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ISSN: 2454-6186 | DOI: 10.47772/IJRISS | Special Issue | Volume IX Issue XXIII October 2025
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nearly 12 million Generation Z residents (the largest in Indonesia) offers a broad and representative sample
that reflects the perspectives of young people from various socio-economic and cultural backgrounds.
Meanwhile Banten, which geographically and economically connect Jakarta and West Java serves as a
strategic region with rapid urbanization, growing digital adoption, and strong exposure to metropolitan
influences. These three provinces provide a comprehensive overview of Generation Z in an urbanized and
highly connected environment, making then an ideal target sample for this study. The sample was selected
using convenience sampling with a minimum sample size of 150 (5 x 30 indicators) based on the sample-to-
item ratio.
Measures
The questionnaire consisted of two sections: one on the respondents' profiles and another containing indicators
of the variables measured in this study. Before entering the section containing the assessment of the research
variables, respondents were asked to watch an advertisement using models with disabilities to ensure they
understood the context under study. To ensure that respondents watched the ad until the end, one question
related to the ad was asked. Only respondents who answered the question correctly could proceed to fill out the
questionnaire.
Indicators of elements of advertising value, namely informativeness, are adapted from [13], entertainment from
[5] and [29], and irritation from [29], while advertising value was adapted from [26]. The measurement of
attitude toward the advertisement is adapted from [13] and [19], while attitude toward the brand is adapted
from [40]. Purchase intention is measured by indicators adapted from [36]. Finally, the universalism
measurement indicator is adapted from [38]. The questionnaire was delivered in the Indonesian language to
facilitate respondents' understanding of the advertisement's meaning. In preparing the statement indicators for
each variable, a double-back translation was conducted to ensure that the meaning was consistent with the
original statement. All indicators are measured using a 5-point Likert scale.
Data Analysis
Although the AVM has often been tested in the context of advertising in general, the theory has never been
applied in the context of advertising featuring models with disabilities. To enrich the theory in this context, the
value of universalism is added as a moderator because the effectiveness of advertisements featuring models
with disabilities is expected to differ depending on the level of concern among viewers. Therefore, this study
used the partial least squares structural equation modelling (PLS-SEM) method to maximize the predictive
ability of the research model [16]. PLS-SEM focuses on the predictive power of managing constructs that can
assist researchers in analysing the relationship between variables.
RESULTS
The survey between April and August 2024 was able to collect 267 responses, of which 216 were valid after
data cleaning. As shown in Table 1, there was a balanced composition of those with a high school degree and a
tertiary degree or above. Most respondents used the Internet for at least 3 hours daily, reflecting relatively high
digital habits in this population.
TABLE 1 RESPONDENT’S PROFILES
Characteristic
Amount
Frequency
Latest Educational Level
High school
107
49.54%
Diploma degree
9
4.17%
Undergraduate degree
96
44.44%
Master’s and Graduate degree
4
1.85%
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Employment Status
University students
142
65.74%
Private enterprise employee
25
11.57%
Civil servant
5
2.31%
State-owned enterprise employee
6
2.78%
Entrepreneur
8
3.70%
Housewife
2
0.93%
Professional
2
0.93%
Others
26
12.04%
Internet Usage Duration / Day
1 – 2 hours
13
6.02%
3 – 4 hours
87
40.28%
More than 4 hours
116
53.70%
This research shows that the convergent validity requirements were met, where all indicators had factor
loadings above 0.7 and AVE above 0.5 [17]. Likewise, the construct reliability requirements were met with
Cronbach's alpha and composite reliability values above 0.7 [17]. The discriminant validity tested using the
HTMT ratio was below 0.9, indicating that each variable in this study differs from the others [17].
Hypothesis testing was conducted using bootstrapping techniques with a subsample of 5,000. The analysis was
conducted based on the provisions of the one-tail hypothesis, by the proposed hypothesis statement, with the
results shown in Table 2.
TABLE 2 HYPOTHESIS TESTING
Path
β
S.E.
t-value
p-value
f
2
Remark
H1: IN → AV
0.393
0.070
5.600
0.000
0.248
Supported
H2: E → AV
0.458
0.065
7.050
0.000
0.324
Supported
H3: IR → AV
-0.062
0.052
1.193
0.233
0.009
Not Supported
H4: AV → ATA
0.586
0.067
8.695
0.000
0.598
Supported
H4a: U x AV → ATA
0.084
0.033
2.568
0.010
0.024
Supported
H5: AV → ATB
0.264
0.080
3.295
0.001
0.094
Supported
H5a: U x AV → ATB
-0.002
0.034
0.073
0.942
0.000
Not Supported
H6: ATA → ATB
0.527
0.064
8.267
0.000
0.343
Supported
H7: ATA → PI
0.014
0.085
0.164
0.870
0.000
Not Supported
H8: ATB → PI
0.669
0.077
8.727
0.000
0.360
Supported
The three advertising elements explained 61.5% of the overall advertising value. In advertisements featuring
models with disabilities, only informativeness (β = 0.393, p < 0.001) and entertainment (β = 0.458, p < 0.001)
showed significant positive effects, both at a moderate strength. Irritation was insignificant (β = -0.062, p =
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0.233), supporting H1 and H2, but not H3. This study demonstrated that advertising value had a significant
influence on attitude toward the advertisement (β = 0.586, p < 0.001) and attitude toward the brand (β = 0.264,
p = 0.001), supporting H4 and H5. Advertising value had a stronger influence on attitude toward the
advertisement. The universalism element strengthened the influence of advertising value on attitude toward the
brand (β = 0.084, p = 0.010), supporting hypothesis H4a, but was insignificant for the effect of advertising
value on attitude toward the brand (β = -0.002, p = 0.942). The study also found a significant relationship
between the attitude toward the advertisement and the attitude toward the brand (β = 0.527, p < 0.001),
supporting H6.
Finally, this study examined the influence on purchase intention as the outcome. It was found that attitude
toward the advertisement did not directly affect purchase intention (β = 0.014, p = 0.870), which did not
support H7; however, it must be mediated through attitude toward the brand. Meanwhile, attitude toward the
brand was found to have a significant positive effect on purchase intention (β = 0.669, p < 0.001), which
supports H8.
DISCUSSION
This study theoretically contributes to understanding the effectiveness of using disabled models in advertising,
utilizing the AVM and extending it with Schwartz's universalism value. Advertisements featuring disabled
models that provide relevant and entertaining information to attract consumers' attention may increase the
value of an advertisement, which aligns with [23] and [27] in the context of ordinary commercial
advertisements.
Delivering informative messages while remaining entertaining is crucial for capturing consumers' attention
amidst intense media competition [27]. In terms of inclusive advertising, such as that using models with
disability, Gen Z audience perceives it as non-irritating if it fulfils the ethical aspects. Generation Z will judge
ads based on how much they reflect honesty, inclusivity, and relevance to their real-life experiences. It also
explains why irritation did not significantly affect advertising value, as the inclusive and socially responsible
nature of such advertisement tends to reduce perceptions of annoyance. Rather than focusing on repetition or
intrusiveness, Generation Z places greater emphasis on authenticity and ethical alignment [33], which
neutralizes the potential negative impact of irritation [39].
Positive advertising value can significantly enhance attitudes toward advertising and the brand, supporting the
findings of [32]. Advertisements featuring disabled models can enhance consumers' perceptions of the
advertisement and the brand. Through inclusive advertising, brands demonstrate their concern for social issues
[34]. The advertisement featuring models with disabilities conveys positive values, such as acceptance and
diversity, which elicit a positive response from Generation Z [39]. When advertisements depict diversity and
inclusivity, this can increase empathy and recognition for individuals with disabilities [43]. This process occurs
because positive perceptions of advertising influence how consumers assess the brand's values, personality,
and social commitment. Ultimately, consumers who feel emotionally connected to the advertising message
tend to have a more positive attitude toward the advertisement.
The primary objective of advertising is to influence consumers’ purchase intention [45]. This study
demonstrates that a positive attitude toward the brand significantly drives purchase intention, echoing earlier
findings [32]. Conversely, attitude toward the advertisement itself does not directly influence purchase
intention; rather, it indirectly shapes purchase intention by bolstering brand attitude and reinforcing
consumers’ favourable perceptions of the brand. This suggests that a positive response to the advertisement
alone is insufficient to encourage actual buying behaviour, as consumers may appreciate the inclusive
advertising message but still base their purchase decisions primarily on how they perceive the brand and its
offerings.
In this context, universalism has strengthened the relationship between the perceived advertising value and the
attitude toward the advertisement. This confirms that consumers value diversity and advertisements with
equality values [7]. When advertising reflects these messages, consumers feel connected to their values.
Universalism value strengthens the relationship between advertising value and attitude toward advertising,
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especially in Gen Z. However, universalism values do not strengthen the relationship between advertising
value and attitude towards the brand, which suggests that inclusivity and diversity values primarily enhance
appreciation of the advertisement itself but do not automatically shape brand evaluations. Consumers may still
rely on more tangible factors such as brand reputation, consistency, and product quality when forming their
attitude toward the brand.
CONCLUSION
This study aimed to evaluate the effectiveness of advertising featuring models with disabilities in influencing
purchase intention, using the Advertising Value Model (AVM), and to assess the moderating role of
universalism values. The findings confirm that informativeness and entertainment significantly enhance
advertising value, which subsequently improves both attitudes toward the advertisement and the brand.
However, only the attitude toward the brand directly influences purchase intention, indicating that a positive
perception of the brand is the main driver of consumer purchasing decisions in the context of inclusive
advertising.
As this study selects inclusive advertising shown through advertising using models with disabilities, AVM is
extended by incorporating Schwartz’s universalism value into the model. While universalism values strengthen
the relationship between advertising value and attitude toward the advertisement—especially among
Generation Z, who appreciate equality and social messages—it does not moderate the link between advertising
value and brand attitude. These results highlight that although consumers may resonate emotionally with
inclusive messages, this emotional connection must translate into a positive brand perception before it can
influence their purchasing intention. In conclusion, advertising that includes models with disabilities can be
effective when it delivers relevant, entertaining content and aligns with consumers’ values of diversity and
inclusion. Brands aiming to engage socially conscious consumers—particularly Generation Z—should not
only focus on representation but also ensure the message enhances the brand's perceived authenticity and
values.
Directions For Further Research
This study acknowledges certain limitations that can be considered by future researchers. This study only
involved Generation Z in the Banten, Jakarta, and West Java regions, which may mean the results do not fully
capture the broader sociocultural diversity of Indonesia. Perceptions of disability and universalism values are
likely to vary significantly across regions, given Indonesia’s rich tapestry of cultural, religious, and social
norms. Moreover, due to Indonesia’s vast geographical area and population distribution, it is challenging to
obtain a sample that adequately represents all regions, especially when employing stratified random sampling.
This limitation should be addressed in future studies by expanding the research scope to cover more diverse
regions, enabling a more comprehensive understanding of societal attitudes. Academically, this study offers a
novel contribution by examining the moderating role of universalism values in responses to advertisements
featuring models with disabilities—an area that has been rarely explored in the Indonesian context. It also
investigates the underexplored issue of inspiration porn, where disability representation may evoke sympathy
rather than convey dignity. Future studies are encouraged to examine the ethical implications of such
portrayals, particularly in relation to advertising puffery, and to employ experimental designs that manipulate
advertising elements (e.g., type of model, message framing, or ethical cues) in order to test their causal effects
on emotional involvement, memory, and purchase intention [18]. This research helps fill a gap in the literature
and provides a foundation for more ethical and inclusive marketing strategies in Indonesia and beyond.
ACKNOWLEDGMENTS
Authors do not receive any financial funding in this study.
Data Availability Statement
The data are available at:
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https://drive.google.com/drive/folders/1io41HaHSpNj2Oft73y72vVp_QrcpfikJ?usp=sharing and access can
be requested to the corresponding author.
Author Contributions
Hasna Shafa Kamila Rossano – Conceptualization, literature review, data analysis, writing – original draft.
Ericka Verena Sarboni - Literature review, data collection, data analysis, writing – original draft.
Evelyn Hendriana – Conceptualization, supervision, validation, writing – review and editing.
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