Journal article
The effectiveness of advertising appeals: A culturally-derived power perspective
Journal of retailing and consumer services, Vol.75, p.103522
11/2023
DOI: 10.1016/j.jretconser.2023.103522
Abstract
Based on the perspective of culturally-derived power, we explore the influence of advertising appeals on attitudes towards advertisement, as well as their psychological mechanisms and boundary conditions through three experiments. The results indicate that individuals primed with personalized (vs. socialized) power have a better advertising attitude towards self-benefiting (vs. other-benefiting) appeal advertising via processing fluency. In addition, we find that consumption situations moderate the interaction effect between culturally-derived power and advertising appeals on advertising attitudes. The research findings enrich the theoretical research on advertising appeals and provide practical implications for companies to improve the effectiveness of their advertisements.
Details
- Title: Subtitle
- The effectiveness of advertising appeals: A culturally-derived power perspective
- Creators
- Minghui Shan - Shandong University of TechnologyZhenzhong Zhu - Shandong University of TechnologyChunlei Song - Hankuk University of Foreign StudiesHaipeng (Allan) Chen - University of Kentucky
- Resource Type
- Journal article
- Publication Details
- Journal of retailing and consumer services, Vol.75, p.103522
- Publisher
- Elsevier Ltd
- DOI
- 10.1016/j.jretconser.2023.103522
- ISSN
- 0969-6989
- eISSN
- 1873-1384
- Grant note
- DOI: 10.13039/501100010874, name: Shandong Provincial Department of Finance, award: ZR2021MG036; DOI: 10.13039/501100007129, name: Natural Science Foundation of Shandong Province
- Language
- English
- Date published
- 11/2023
- Academic Unit
- Marketing
- Record Identifier
- 9984618514302771
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