期刊
FRONTIERS IN PSYCHOLOGY
卷 13, 期 -, 页码 -出版社
FRONTIERS MEDIA SA
DOI: 10.3389/fpsyg.2022.831373
关键词
advertising; warmth appeal; warmth perception; competence perception; brand concepts
资金
- National Natural Science Foundation of China [71902148]
- Youth Foundation for Humanities and Social Sciences of the Ministry of Education of China [20YJC630053]
- Fundamental Research Funds for the Central Universities [2020CXQ23]
- China Postdoctoral Science Foundation [2019M660243]
The use of warmth appeals in advertising can have varying effects on consumers' inferences and behavioral intentions depending on the brand concepts. Warmth appeals decrease competence inferences and behavioral intentions for self-enhancement brands, but increase warmth inferences and behavioral intentions for self-transcendence brands.
In practice, more and more companies are using warmth appeals in their advertisements, but not all warmth appeals can bring the expected results. Grounded in social perception, we propose that consumers' inferences and behavioral intentions stemming from warmth appeals in advertising are moderated by brand concepts. Specifically, warmth appeal decreases competence inferences and, in turn, behavioral intentions toward the self-enhancement brands. However, it increases warmth inferences and, in turn, behavioral intentions toward self-transcendence brands. We tested our hypotheses through two experimental studies. Experiment 1 demonstrated that for self-enhancement brands, warmth appeals in advertisements decreased brand attitudes and purchase intentions; for self-transcendence brands, warmth appeals in advertisements increased brand attitudes and purchase intentions. Experiment 2 showed further evidence to the proposed effect and tested the mediating effects of warmth perception and competence perception. This research provides significant implications for advertising strategies.
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