Purpose

The concepts of luxury and pro-environment may be viewed as being in contradiction with each other. Consequently, it is unclear how to promote pro-environmental luxury brands. The present research seeks to develop effective advertising strategies for pro-environmental luxury brands by employing mixed emotional appeals.

Design/methodology/approach

Two experimental studies were conducted to test two hypotheses. Study 1 examines the effects of mixed emotions (happiness and sadness vs. happiness alone) on intentions to purchase a pro-environmental luxury product. Study 2 replicates the findings of Study 1 using a different product and extends it by establishing the underlying mechanism.

Findings

The results reveal that an advertisement featuring mixed emotions of happiness and sadness (vs. happiness alone) enhances intentions to purchase a pro-environmental luxury product. Further, the effect is mediated by cognitive flexibility.

Originality/value

The present research tests a novel perspective on how mixed emotional appeals can leverage the advertising effectiveness of pro-environmental luxury brands.

中文翻译：

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混合情感诉求增强环保奢侈品牌的广告效果：认知灵活性的中介作用

目的

奢侈品和环保的概念可能被视为相互矛盾。因此，尚不清楚如何推广亲环境的奢侈品牌。本研究旨在通过采用混合情感诉求，为环保奢侈品牌制定有效的广告策略。

设计/方法/方法

进行了两项实验研究以检验两个假设。研究 1 研究了混合情绪（快乐和悲伤与单纯的快乐）对购买环保奢侈品的意图的影响。研究 2 使用不同的产品复制了研究 1 的结果，并通过建立潜在机制对其进行了扩展。

发现

结果表明，以快乐和悲伤的混合情绪（与单纯的快乐相比）为特征的广告增强了购买环保奢侈品的意愿。此外，这种影响是由认知灵活性介导的。

原创性/价值

目前的研究测试了一种新颖的观点，即混合情感诉求如何利用环保奢侈品牌的广告效果。