Abstract

Despite increasing usage of spirituality and fantasy in advertising, especially during the novel coronovirus pandemic, the implications of this trend on consumer well-being and behavior remain unknown. To address this gap, this research conceptualizes a spiritual-fantasy advertising framework and its subsequent effects on consumer well-being and responses to advertising by synthesizing and integrating extant literature on spirituality and fantasy. In contrast to a common view that advertising decreases consumer well-being, we demonstrate how and why advertising evoking spirituality and fantasy can enhance consumers’ eudaimonic and hedonic well-being. Our research contributes to a more nuanced understanding of contemporary spirituality that includes fantasy, as well as advertising. We develop a rich research agenda for this important but underexplored area. The proposed comprehensive framework can guide advertising practice and research going forward, especially for those considering such topics as spirituality, fantasy, or consumer well-being.

摘要

尽管在广告中越来越多地使用灵性和幻想，尤其是在新型冠状病毒大流行期间，但这种趋势对消费者福祉和行为的影响仍然未知。为了弥补这一差距，本研究通过综合和整合现存的关于灵性和幻想的文献，将灵性幻想广告框架及其对消费者幸福感和广告反应的后续影响概念化。与普遍认为广告会降低消费者幸福感的观点相反，我们展示了唤起精神和幻想的广告如何以及为什么可以增强消费者的幸福感和享乐幸福感。我们的研究有助于更细致地理解当代灵性，包括幻想和广告。我们为这个重要但未充分开发的领域制定了丰富的研究议程。提议的综合框架可以指导未来的广告实践和研究，特别是对于那些考虑灵性、幻想或消费者福祉等主题的人。