Abstract

Awe represents a powerful positive emotion that has received limited examination in the advertising context. The present research draws on construal-level theory to shed light on when and how awe increases persuasion. Across five experimental studies, we show that the effect of awe elicits an abstract mindset and, therefore, increases advertising persuasiveness when the advertised product emphasizes desirability features and is perceived as temporally distant. The findings offer insights about how awe influences advertising effectiveness that was heretofore lacking. Theoretical contributions and practical implications for leveraging emotional appeals in advertising are discussed.

摘要

敬畏代表一种强大的积极情绪，它在广告语境中受到的检验有限。本研究利用解释水平理论来阐明敬畏何时以及如何增加说服力。在五项实验研究中，我们表明敬畏的效果会引发抽象的心态，因此，当广告产品强调可取性特征并被认为在时间上遥远时，会增加广告的说服力。这些发现提供了关于敬畏如何影响广告效果的见解，这是迄今为止所缺乏的。讨论了在广告中利用情感诉求的理论贡献和实际意义。