Grotesque imagery enhances the persuasiveness of luxury brand advertising

An, Donghwy; Lee, Chulsung; Kim, Jang-Hyun; Youn, Nara

doi:10.1080/02650487.2018.1548198

Cited by 24 publications

(51 citation statements)

References 41 publications

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“…Clear images, line drawings, and pictures increase perceptual fluency because subjective ease is viewed positively (Reber et al, 2004;Schwarz, 2004). Managerially, easy processing helps consumers to relate immediately to a brand, is more conducive to positive advertising through branding (An et al, 2019), and increases store revisit intention (Murray et al, 2019) and recognition and understanding of a brand logo (Kim and Lim, 2019). As such, processing fluency was predicted to have a positive effect on consumer attitudes.…”

Section: The Moderating Role Of Processing Fluencymentioning

confidence: 98%

The Effects of Processing Fluency in Prosocial Campaigns: Effort for Self-Benefit Produces Unpleasant Feelings

Kim

2020

Front. Psychol.

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This study investigates how consumers' intentions related to prosocial campaigns were accompanied by metacognitive experiences. Two studies examined how the relationship between appeal type (self-benefit vs. social benefit) and the level of processing fluency (easy vs. difficult) influenced attitudes toward prosocial campaigns. The findings revealed that individuals who were manipulated to find self-benefit appeal displayed less favorable attitudes toward disfluent prosocial campaigns than those who were manipulated to find social benefit appeal. The underlying mechanism of this result was that the extra effort invested to understand prosocial campaigns with difficult processing fluency produced unpleasant feelings.

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Section: The Moderating Role Of Processing Fluencymentioning

confidence: 98%

The Effects of Processing Fluency in Prosocial Campaigns: Effort for Self-Benefit Produces Unpleasant Feelings

Kim

2020

Front. Psychol.

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“…Moreover, in terms of live-streaming marketing, Wongkitrungrueng et al [12] suggested several measures that online influencers in live-streaming platforms An additional strand of studies considers the advertising strategies of brand owners, rather than supply chains, that is, how brands deploy advertising to increase revenue. An et al [30] studied the impact of abstract advertising content on luxury accessory brands. Amrouche and Yan [31] examined the relationship between factors such as brand value and product price, and advertising and marketing.…”

Section: A Influencer Marketing and Live-streaming Salesmentioning

confidence: 99%

The Impact of Impulsive Consumption on Supply Chain in the Live-Streaming Economy

Yong

Cai

2021

IEEE Access

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Live e-commerce is an emerging business model in one form of which online influencers sell goods through live-streaming platforms. In this paper, we develop a live e-commerce supply chain pricing model with online influencers as retailers, with which we investigate the effects of consumers' impulsive consumption behavior, satisfaction. This paper analyzes the impact of consumers' impulse purchases on both manufacturers and retailers, and separately, on supply chains. We also assess consumers' purchase decisions when they watch online influencers promoting products via live-streaming. The results reveal that the impact of impulse spending on supply chain agents is non-monotonic. Rational pricing decisions and ensuring high-value products are the keys to profitability and impulse spending that lead to consumer satisfaction and can increase competition in the market. Therefore, supply chain decision makers should increase customers' satisfaction by offering products and enhancement following impulse consumption, rather than simply encouraging further impulse consumption behavior, which can often result in buyer's remorse and returned merchandize.

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“…Advertising is notably known as one of the traditional communication channels, and various brands are frequently using this technique when launching new products (Freire, 2014;Kwon et al, 2016;Phau et al, 2020). Notably, when consumers analyze and mentally process messages as narratives, such messages can make consumers become immersed in the narratives (An et al, 2020;Green & Brock, 2000). This phenomenon is explained through the narrative transportation theory or transportation-imagery model (Green & Brock, 2000Roettl et al, 2016).…”

Section: Narrative Transportation and Advertising Effectivenessmentioning

confidence: 99%

“…Notably, during the immersion phase, consumers are easier to be persuaded and thus less critical thoughts are produced from them (Green & Brock, 2000). As a result, when advertisement portrays product characteristics and quality in a narrative style, consumers are likely to judge products and services more favorably (An et al, 2020;Freire, 2014;Kim et al, 2016). In addition, narrative transportation has also been found to be apparent across numerous media avenues extending from traditional (e.g., magazines, television, radio, books, films) (Appel & Mara, 2013;Bezdek & Gerrig, 2017) to technological influenced environments (e.g., online advertising, blogs) (Huang et al, 2018).…”

Section: Narrative Transportation and Advertising Effectivenessmentioning

confidence: 99%

Mixed Feelings Enhance the Effectiveness of Luxury Advertising

Bandyopadhyay

Nallaperuma

2021

Australasian Marketing Journal

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The complexity of luxury brand imagery creates challenges for managers when selecting appeals for luxury branding strategies. Against this backdrop, the present research studies the potential of mixed emotional appeals in enhancing the persuasiveness of luxury advertising. Across two experimental studies, this research shows that luxury brand advertising featuring mixed emotional appeals of happiness and sadness (vs. happiness alone) will enhance higher levels of purchase intentions. Furthermore, this effect is driven by narrative transportation. In doing so, this research offers an innovative theoretical viewpoint on the effect of mixed emotional appeals on consumer selection. Managerially, these findings provide implications for marketing practitioners and industry professionals in developing effective marketing communication strategies for luxury brands.

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Grotesque imagery enhances the persuasiveness of luxury brand advertising

Cited by 24 publications

References 41 publications

The Effects of Processing Fluency in Prosocial Campaigns: Effort for Self-Benefit Produces Unpleasant Feelings

The Effects of Processing Fluency in Prosocial Campaigns: Effort for Self-Benefit Produces Unpleasant Feelings

The Impact of Impulsive Consumption on Supply Chain in the Live-Streaming Economy

Mixed Feelings Enhance the Effectiveness of Luxury Advertising

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