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

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

Journal of Retailing and Consumer Services, 2023, vol. 75, issue C

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; Culturally-derived power; Processing fluency; Advertising attitude (search for similar items in EconPapers)
Date: 2023
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Citations: View citations in EconPapers (2)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:75:y:2023:i:c:s0969698923002734

DOI: 10.1016/j.jretconser.2023.103522

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