Feelings of uncertainty and powerlessness from Covid-19: Implications for advertising appeals in the restaurant industry |
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| Institution: | 1. School of Hospitality Management, The Pennsylvania State University, United States;2. School of Hotel and Tourism Management, The Hong Kong Polytechnic University, Hong Kong;1. Montpellier Business School, France, and Lancaster University Management School, UK;2. Isenberg School of Management, University of Massachusetts-Amherst, 121 President Dr, Amherst, MA 01003, USA;1. School of Hotel and Tourism Management, The Hong Kong Polytechnic University, Hong Kong;2. Department of Food Science and Nutrition, The Catholic University of Korea, Republic of Korea;1. Purdue University, United States;2. Hong Kong Polytechnic University, Hong Kong;1. Department of Apparel, Events and Hospitality Management, Iowa State University, 7E MacKay LeBaron Hall, 2302 Osborn Drive, Ames, IA 50011-1078, USA;2. Department of Apparel, Events and Hospitality Management, Iowa State University, 1084C LeBaron Hall, 626 Morrill Rd., Ames, IA 50011-1078, USA;3. School of Hospitality and Tourism Management, Purdue University, Room 245, Marriott Hall, 900W. State Street, West Lafayette, IN 47907-2115, USA;4. Department of Hospitality & Tourism Management, College of Merchandising, Hospitality & Tourism, University of North Texas, 1155 Union Circle, #311100, Denton, TX 76203-5017 |
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| Abstract: | Are rational (emotional) advertising appeals more congruent with healthy (indulgent) products? Prior research shows inconsistent results on the congruency effect between appeal type and product category. This study sheds light on this topic by examining the moderating effect of two psychological states (i.e., feelings of uncertainty and powerlessness) caused by Covid-19 on the relative effectiveness of rational vs. emotional appeals in the context of food advertisements. The results suggest that people with low levels of uncertainty respond more favorably to rational (vs. emotional) appeals of a healthy food item, and this effect is attenuated among people with high levels of uncertainty. On the other hand, powerful people find emotional (vs. rational) appeals of an indulgent food item more attractive, and this effect is attenuated among powerless people. Theoretical and managerial implications are discussed. |
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| Keywords: | Covid-19 Pandemic Advertising appeals Uncertainty Power |
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