Relationship (breakup) reminders drive online advertising effectiveness

Abstract

This research investigates the effect of using relationship (breakup) reminders in advertising on click-through rates. While previous research has found that relationship reminders may backfire when consumers lack or no longer have certain social relationships (e.g., close friends, family, or a romantic partner), the authors propose that ad messages encouraging consumers after a relationship breakup, as compared with simply reminding them of a current relationship, will increase consumer perceptions of social support from a brand. This is because consumers may find readily available social support from a brand when coping with a relationship breakup. This, in turn, will pique their interest in the brand and prompt them to seek more information. Across two experimental studies, the results show that consumers who are exposed to ad messages encouraging them after a relationship breakup (vs. reminding them of a current relationship) feel greater social support, leading to higher click-through rates. Furthermore, this effect is moderated by destiny beliefs. These findings contribute to the implicit theories of relationships

The power of flattery: Enhancing prosocial behavior through virtual influencers

“…In Study 2, our objective is to further validate the effect on real behavior. In particular, we used click‐through behavior as the primary dependent variable since they are widely acknowledged as a behavioral indicator of the effectiveness of online advertising (Can et al, 2021; Fajardo et al, 2018) and the likelihood of consumer purchases (Kupor & Laurin, 2020; Tan et al, 2023).…”

“Yes, I'm worth it!”: How romantic breakups influence self‐gifting propensity

“…likelihood of chosen positive outcomes for themselves. In addition, there is a limited research around consumers experiences after a romantic breakup in the consumer marketing (Tan et al, 2023), and the literature that sheds light on this topic suggests that relationship reminders can have negative outcomes when consumers experience a breakup (Cavanaugh, 2014). However, recent research suggests that ad messages that encourage consumers following a relationship breakup, as opposed to merely reminding them of their current relationship, elevate consumer perceptions of social support from a brand.…”

“…This approach would allow them to present their products in a manner that enhances customers' sense of deservingness, motivating them to indulge in self-gifting with those particular products. Research also suggests that ad messages encouraging consumers to rely on themselves after a relationship breakup can increase perceptions of social support from a brand (Tan et al, 2023). Therefore, targeting consumers based on their romantic breakups and motivating them to understand their self-worth would not just help them in postbreakup recovery but would also create a relationship with the brand.…”

“…Second, there is scant research on consumer responses after a romantic breakup and how these responses influence their consumption behavior (Tan et al, 2023). This study addresses this gap by examining the impact of romantic breakups as a form of personal failure, and its influence on consumption outcomes.…”

“…Personal failures pertain to actions or behaviors commonly perceived as indicative of inadequacy (White, 2002). Among different kinds of personal failures that an individual face, we focus on consumers' romantic breakups as it is an extremely personal yet universal experience that influences consumption behavior (Slotter et al, 2010; Tan et al, 2023). Recent reports suggest that 64% of the American population go through a romantic breakup at least once during their lifetime, in which, 58% consider it a tumultuous and dramatic while 42% consider it a harmonious breakup (Cvetkovska, 2021; Nguyen, 2018).…”