TY - JOUR
T1 - The effectiveness of advertising appeals
T2 - A culturally-derived power perspective
AU - Shan, Minghui
AU - Zhu, Zhenzhong
AU - Song, Chunlei
AU - Chen, Haipeng (Allan)
N1 - Publisher Copyright:
© 2023 Elsevier Ltd
PY - 2023/11
Y1 - 2023/11
N2 - 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.
AB - 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.
KW - Advertising appeal
KW - Advertising attitude
KW - Culturally-derived power
KW - Processing fluency
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U2 - 10.1016/j.jretconser.2023.103522
DO - 10.1016/j.jretconser.2023.103522
M3 - Article
AN - SCOPUS:85169816295
SN - 0969-6989
VL - 75
JO - Journal of Retailing and Consumer Services
JF - Journal of Retailing and Consumer Services
M1 - 103522
ER -