The effectiveness of advertising appeals: A culturally-derived power perspective

Minghui Shan; Zhenzhong Zhu; Chunlei Song; Haipeng (Allan) Chen

doi:10.1016/j.jretconser.2023.103522

The effectiveness of advertising appeals: A culturally-derived power perspective

Minghui Shan, Zhenzhong Zhu, Chunlei Song, Haipeng (Allan) Chen

Marketing and Supply Chain

Research output: Contribution to journal › Article › peer-review

5 Scopus citations

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.

Original language	English
Article number	103522
Journal	Journal of Retailing and Consumer Services
Volume	75
DOIs	https://doi.org/10.1016/j.jretconser.2023.103522
State	Published - Nov 2023

Bibliographical note

Publisher Copyright:
© 2023 Elsevier Ltd

Funding

This study was supported by the research grants from the Shandong Provincial Natural Science Foundation ( ZR2021MG036 ). We are grateful to valuable comments from two anonymous reviewers.

Funders	Funder number
Natural Science Foundation of Shandong Province	ZR2021MG036

Keywords

Advertising appeal
Advertising attitude
Culturally-derived power
Processing fluency

ASJC Scopus subject areas

Marketing

Access to Document

10.1016/j.jretconser.2023.103522

Cite this

@article{cc976673c68744bab2e5628428c75243,

title = "The effectiveness of advertising appeals: A culturally-derived power perspective",

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.",

keywords = "Advertising appeal, Advertising attitude, Culturally-derived power, Processing fluency",

author = "Minghui Shan and Zhenzhong Zhu and Chunlei Song and Chen, {Haipeng (Allan)}",

note = "Publisher Copyright: {\textcopyright} 2023 Elsevier Ltd",

year = "2023",

month = nov,

doi = "10.1016/j.jretconser.2023.103522",

language = "English",

volume = "75",

}

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)

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

UR - http://www.scopus.com/inward/record.url?scp=85169816295&partnerID=8YFLogxK

UR - http://www.scopus.com/inward/citedby.url?scp=85169816295&partnerID=8YFLogxK

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 -

The effectiveness of advertising appeals: A culturally-derived power perspective

Abstract

Bibliographical note

Funding

Keywords

ASJC Scopus subject areas

Access to Document

Other files and links

Fingerprint

Cite this