Are rational (emotional) advertising appeals more congruent with healthy (indulgent) products? Prior research shows inconsistent results on the congruency effect between appeal type and product category. This study sheds light on this topic by examining the moderating effect of two psychological states (i.e., feelings of uncertainty and powerlessness) caused by Covid-19 on the relative effectiveness of rational vs. emotional appeals in the context of food advertisements. The results suggest that people with low levels of uncertainty respond more favorably to rational (vs. emotional) appeals of a healthy food item, and this effect is attenuated among people with high levels of uncertainty. On the other hand, powerful people find emotional (vs. rational) appeals of an indulgent food item more attractive, and this effect is attenuated among powerless people. Theoretical and managerial implications are discussed.

理性（情感）广告诉求是否与健康（放纵）产品更一致？先前的研究表明，上诉类型和产品类别之间的一致性效应的结果不一致。本研究通过检查 Covid-19 引起的两种心理状态（即不确定感和无力感）对食品广告背景下理性诉求与情感诉求的相对有效性的调节作用，阐明了这一主题。结果表明，具有低水平不确定性的人对健康食品的理性（而非情感）诉求做出更积极的反应，而这种影响在具有高水平不确定性的人群中减弱。另一方面，有权势的人发现放纵食物的情感（与理性）吸引力更有吸引力，而这种影响在无能为力的人中会减弱。理论和管理影响进行了讨论。