| Autor: |
Pounders, Kathrynn, Kemp, Deena, Bouchacourt, Lindsay |
| Předmět: |
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| Zdroj: |
Journal of Current Issues & Research in Advertising (Routledge); 2024, Vol. 45 Issue 1, p71-87, 17p |
| Abstrakt: |
This study examines the interplay between the emotional appeals of guilt and pride with one's accessible self-construal (independent, relational interdependent, and collective interdependent) in the context of mask wearing. Our findings demonstrate a compatibility effect between an interpersonal guilt appeal and a relational-interdependent self-construal and show that pride appeals are effective regardless of one's accessible self-construal but may be particularly effective when combined with an ad that highlights a collective-interdependent self-construal. Further, findings suggest that evoking a collective-interdependent self-construal is particularly effective when it comes to behavioral intention (mask-wearing intention) because it elicits greater intention with both guilt and pride appeals. In addition, this work is the first to investigate collective-interdependent self-construal in advertising. Both theoretical contributions and practical implications are discussed. [ABSTRACT FROM AUTHOR] |
| Databáze: |
Complementary Index |
| Externí odkaz: |
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