The effectiveness of advertising appeals: A culturally-derived power perspective |
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| Institution: | 1. Business School, University of Edinburgh, 29 Buccleuch Place, EH8 9LL Edinburgh, United Kingdom;2. Opus College of Business, University of St. Thomas, St. Paul, MN, United States;3. Adam Smith Business School, University of Glasgow, University Ave, Glasgow, G12 8QQ, United Kingdom;4. Ivey Business School, Western University, London, ON, N6G 0N1, Canada |
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| 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. |
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| Keywords: | Advertising appeal Culturally-derived power Processing fluency Advertising attitude |
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