Abstract

This research examines how warmth and competence advertising can be effectively utilized in luxury and sustainable brand advertising. Across four experimental studies, this research shows diametrically opposite “match-up” effects between advertising appeals and construal levels for luxury and sustainable brands. For a luxury brand, consumers show favorable evaluations when a warmth (competence) appeal is combined with a high (low) construal level. In contrast, for a sustainable brand, consumers show favorable evaluations when a competence (warmth) appeal is combined with a high (low) construal level. Further, these match-up effects are mediated by two distinct mechanisms: brand admiration (a high construal level) and processing fluency (a low construal level). Theoretical and managerial implications from these findings are discussed.

摘要

本研究探讨了如何在奢侈品和可持续品牌广告中有效利用温暖和能力广告。在四项实验研究中，这项研究显示了奢侈品和可持续品牌的广告吸引力和解释水平之间截然相反的“匹配”效应。对于奢侈品牌，当温暖（能力）诉求与高（低）解释水平相结合时，消费者会表现出良好的评价。相反，对于可持续品牌，当能力（温暖）吸引力与高（低）解释水平相结合时，消费者会表现出良好的评价。此外，这些匹配效应由两种不同的机制介导：品牌赞赏（高解释水平）和加工流畅性（低解释水平）。讨论了这些发现的理论和管理意义。