Emotional Cues’ Effects on Grotesque Advertising

2021 ◽  
pp. 183933492110563
Author(s):  
Argho Bandyopadhyay ◽  
Felix Septianto ◽  
Kaushalya Nallaperuma ◽  
Bodo Lang
Keyword(s):  
Experimental Studies ◽  
Construal Level ◽  
Perceived Fit ◽  
Consumer Evaluations ◽  
Emotional Cues ◽  
Ancillary Study ◽  
Advertising Strategies ◽  
Effective Advertising ◽  
Moderating Role

A growing literature is examining the potential of grotesque advertising. The aim of this study is to examine whether curiosity or boredom cues in a grotesque advertisement are more effective at enhancing brand attitude and how this effect is moderated by consumers’ construal level. Across three experimental studies, this research shows that a curiosity cue will be more effective among consumers with a high construal level, whereas a boredom cue will be more effective among consumers with a low construal level (Study 1 and an ancillary study, Study 2). Further, perceived fit (based on construal level) mediates these effects (Study 2). This study thus offers a fresh theoretical viewpoint on the efficacy of emotional advertising cues in enhancing consumer evaluations of grotesque advertising by investigating the moderating role of consumers’ construal level. These findings benefit marketers in developing effective advertising strategies featuring grotesque imagery.

scholarly journals Green branding effects on consumer response: examining a brand stereotype-based mechanism

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Siyu Gong ◽  
Guanghua Sheng ◽  
Peter Peverelli ◽  
Jialin Dai
Keyword(s):  
Brand Management ◽  
Experimental Studies ◽  
Consumer Response ◽  
Mediating Effect ◽  
Construal Level ◽  
Causal Mechanism ◽  
Brand Positioning ◽  
Content Type ◽  
Moderating Role

Purpose This study aims to develop a comprehensive conceptual framework to investigate how green brand positioning strategies positively impact consumer response. It focusses on uncovering the causal mechanism in which such effect is mediated by brand stereotypes. Additionally, it outlines the moderating role of construal level in this formation process. Design/methodology/approach Three experimental studies were conducted to examine the hypotheses. Study 1 tests the positive influence of green brand positioning on consumer response. Study 2 tests the dual mediating effect of warmth and competence in the relationship between green brand positioning and consumer response. Study 3 further examines the moderating role of construal level in the effects of green brand positioning on brand stereotypes. Findings The findings reveal that green emotional positioning strategies are predominantly stereotyped as warm while green functional positioning strategies are predominantly stereotyped as competent. Both warm and competent mediate the effects of green brand positioning on consumer response. Furthermore, a congruency between green emotional positioning and high-level construal, as well as the match between green functional positioning and low-level construal, leads to more warmth and competence perception. Originality/value This study contributes to green brand management literature by proposing a brand stereotype-based mechanism to explain how green brand positioning strategies trigger consumers’ stereotyping process, leading to positive consumer response. This study also identifies the construal level as a moderating variable that impacts consumers’ warmth and competence perceptions towards two kinds of green brand positioning strategies. Managerially, the findings of this study provide managerial ideas for developing green branding strategies.

The Moderating Role of Consumers' Construal Level on Cause-related Messages

2014 ◽  
Vol 32 (6) ◽  
pp. 13-22 ◽  
Author(s):  
Sungho Kang ◽  
한상우 ◽  
Lee, Hangeun
Keyword(s):  
Construal Level ◽  
Moderating Role

scholarly journals Effort investment in uncontrollable situations: The moderating role of motivation toward closure

2021 ◽  
Vol 45 (2) ◽  
pp. 186-196
Author(s):  
Paulina Szwed ◽  
Małgorzata Kossowska ◽  
Marcin Bukowski
Keyword(s):  
Blood Pressure ◽  
Experimental Studies ◽  
The Other ◽  
Need For Closure ◽  
Extra Effort ◽  
Moderating Role ◽  
Energy Conservation Principle ◽  
Principle Of Energy Conservation ◽  
Investment Behaviour

AbstractAccording to the principle of energy-conservation principle, effort investment is usually reduced in situations that are perceived as uncontrollable. This is because when success is recognized as impossible, any effortful actions are no longer justified. However, we predicted that individual differences in uncertainty tolerance, i.e., the need for closure (NFC), may moderate effort investment in uncontrollable situations. We tested this prediction in two experimental studies in which we exposed participants with differing levels of NFC to uncontrollable events, and indexed effort through the assessment of systolic blood pressure (SBP) responses. As predicted, in the uncontrollability (vs. controllability) condition, effort investment decreased significantly among low- but not high-NFC participants. Since gaining certainty and achieving closure is not a critical epistemic goal for low-NFC individuals, exerting extra effort to gain certainty is therefore no longer justified. On the other hand, high-NFC participants do not withhold their efforts, as they are highly motivated to obtain certainty. These results may help to account for contradictory findings in effort-investment behaviour and add substantively to the literature concerning motivation toward closure.

scholarly journals Is Creative Description Always Effective in Purchase Intention? The Construal Level Theory as a Moderating Effect

2021 ◽  
Vol 12 ◽  
Author(s):  
Fei-Si Yao ◽  
Jing-Bo Shao ◽  
He Zhang
Keyword(s):  
Purchase Intention ◽  
Online Shopping ◽  
Construal Level Theory ◽  
Construal Level ◽  
Relevant Research ◽  
Rhetorical Devices ◽  
High Level ◽  
Moderating Role ◽  
Marketing Messages

Recent years has witnessed a rapid growth in online shopping. This paper draws from the construal level theory to examine the divergent effects of the creative text descriptions of products on consumers' purchase intention in an online context. It also investigates consumers' construal level and the moderating role of construal level in this relationship. An assumption has been made that the creative description embraces more rhetorical devices with analogies. In doing so, such texts are in need of consumers who are having a more abstract, top-down, flexible mindset, which makes it more persuasive to some consumers with high-level construal. Three experiments add evidence to this study. These results suggest that the creative text descriptions are generally more persuasive than the non-creative ones in an online context, and that the persuasiveness of the creative descriptions can be accentuated (vs. attenuated) especially for high- (vs. low-) level construal individuals. The findings hold various theoretical implications for the creative marketing messages and construal level theory. First, in the current research, broadening, and integrating relevant research were possible by exploring the creative language in an online context. Also, it demonstrates that construal level—that is, consumers' internal thoughts, rather than external factors—influences their preference for a creative description style, thus helping extend the applications of the construal level theory to the field of creative marketing communications and integrate the research discoveries in metaphor communication.

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