The persuasiveness of metaphor in advertising

Pontes, Nicolas; Tjiptono, Fandy

doi:10.1002/mar.21633

Cited by 12 publications

(13 citation statements)

References 68 publications

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“…, 2021; Fajardo et al. , 2018) and indicative of consumer purchase likelihood (Kupor and Laurin, 2020; Septianto et al. , 2021; Zhang and Mao, 2016).…”

Section: Resultsmentioning

confidence: 99%

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The interaction effect of country-of-origin positioning and cultural distance on international advertising effectiveness: a construal level perspective

Japutra

Sung

Seo

2022

IMR

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PurposeThis research draws upon construal level theory to investigate how brands can develop effective international marketing strategies using country image versus product image across international markets with different cultural distances between them.Design/methodology/approachThe paper reports two preliminary studies and three experimental studies in the context of Australian brands using a “clean and green” image. The preliminary studies explore how product versus country image and cultural similarity are related to construal levels. Then, Study 1 examines consumers from different countries as a proxy of cultural distance, whereas Studies 2 and 3 manipulate levels of cultural distance to test the effects on consumers. Moreover, Study 3 also uses a behavioral outcome as the focal dependent variable and tests the underlying mechanism.FindingsThe results demonstrate a significant interaction effect between country-of-origin positioning and cultural distance, such that an Australian brand emphasizing the country (vs product) image gains more favorable responses among consumers with high levels of cultural distance. Conversely, an Australian brand emphasizing the product (vs country) image gains more favorable responses among consumers with low levels of cultural distance. Further, this research identifies perceived brand cultural authenticity as the underlying process driving the interaction effect.Originality/valueThe findings of this research contribute to the literature on international marketing in general and the country-of-origin literature in particular by examining country-of-origin positioning and cultural distance from the construal level perspective. The research also provides managerial implications on how to promote products in the international market across different cultural distances.

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“…, 2021; Fajardo et al. , 2018) and indicative of consumer purchase likelihood (Kupor and Laurin, 2020; Septianto et al. , 2021; Zhang and Mao, 2016).…”

Section: Resultsmentioning

confidence: 99%

“…Adapted from prior research (Can et al. , 2021; Septianto et al. , 2021), participants were told that if they are interested in finding out more about Australian fruits after evaluating the advertisement, they could click a link on that same page that would provide more information.…”

Section: Methodsmentioning

confidence: 99%

The interaction effect of country-of-origin positioning and cultural distance on international advertising effectiveness: a construal level perspective

Japutra

Sung

Seo

2022

IMR

Self Cite

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“…Building on these findings, we predict that advertising messages encouraging consumers after a relationship breakup (vs. reminding them of a current relationship) will increase perceived brand social support, in turn reinforcing consumers' interest toward the brand and motivating them to seek more information about the brand. Moreover, we examine information‐seeking behavior using click‐through rate, which has previously been argued as one of the best measures of online advertising effectiveness (Can et al, 2021; Fajardo et al, 2018; Septianto et al, 2022). Stated formally:…”

Section: Theoretical Developmentmentioning

confidence: 99%

“…We employed different contexts to manipulate breakup (e.g., evaluating one of two Facebook ad concepts promoting cookies in Study 1 and one of two Facebook ad concepts promoting travel in Study 2). For both studies, we measured click‐through rates as the dependent variable (Can et al, 2021; Fajardo et al, 2018; Septianto et al, 2022).…”

Section: Overview Of Studiesmentioning

confidence: 99%

Relationship (breakup) reminders drive online advertising effectiveness

Tan

Bandyopadhyay

2023

Psychology and Marketing

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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

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“…There is a general consensus in the literature that one's emotional state and situational goals can tune the attentional filter and hence influence the kind of objects or information that are more likely to catch one's attention. Specifically, people tend to pay more attention to objects and information that are congruent with their emotional state (Becker & Leinenger, 2011;Septianto et al, 2022;Tamir & Robinson, 2007). Furthermore, the consumption of negative emotional experiences-such as watching sad movies-can coactivate both positive and negative emotions during and after the consumption, thus providing an alternative explanation for why consumers are at times motivated to engage in counter-hedonistic consumption (Andrade & Cohen, 2007) The music psychology literature provides preliminary support for the proposed relationship between controllability and relative preference for sad (vs. happy) esthetic stimuli.…”

Section: Coping and Attention Deploymentmentioning

confidence: 99%

Controllability and consumers' preference for sad and happy esthetic stimuli when feeling sad

Zhang

Hui²,

2022

Psychology and Marketing

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Drawing on the coping and emotion regulation literature, we argue that when consumers feel sad after a failure, their relative preference for sad (vs. happy) esthetic stimuli is a function of controllability or the extent to which the responsible party have control over the cause of the failure. Specially, when feeling sad, consumers' preference for sad (vs. happy) esthetic stimuli will increase (decrease) with controllability because sad esthetic stimuli facilitate approach‐oriented coping by maintaining consumers' attention toward the failure that elicits their sadness while happy esthetic stimuli facilitate avoidance‐oriented coping by diverting their attention away from the failure. The findings of four experiments provide evidence supporting the hypothesized effect of controllability on consumers' preference for sad (vs. happy) esthetic stimuli, and the predicted mediating role of attention deployment (toward the failure vs. away from the failure) in explaining the effect.

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The persuasiveness of metaphor in advertising

Cited by 12 publications

References 68 publications

The interaction effect of country-of-origin positioning and cultural distance on international advertising effectiveness: a construal level perspective

The interaction effect of country-of-origin positioning and cultural distance on international advertising effectiveness: a construal level perspective

Relationship (breakup) reminders drive online advertising effectiveness

Controllability and consumers' preference for sad and happy esthetic stimuli when feeling sad

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