ORCID Profile
0000-0002-3083-6373
Current Organisations
University of Melbourne
,
Deakin University
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Publisher: Emerald
Date: 18-03-2022
DOI: 10.1108/APJML-10-2020-0719
Abstract: 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. 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. 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. The present research tests a novel perspective on how mixed emotional appeals can leverage the advertising effectiveness of pro-environmental luxury brands.
Publisher: Informa UK Limited
Date: 03-07-2017
Publisher: SAGE Publications
Date: 12-03-2022
Abstract: The complexity of luxury brand imagery creates challenges for managers when selecting appeals for luxury branding strategies. Against this backdrop, the present research studies the potential of mixed emotional appeals in enhancing the persuasiveness of luxury advertising. Across two experimental studies, this research shows that luxury brand advertising featuring mixed emotional appeals of happiness and sadness (vs. happiness alone) will enhance higher levels of purchase intentions. Furthermore, this effect is driven by narrative transportation. In doing so, this research offers an innovative theoretical viewpoint on the effect of mixed emotional appeals on consumer selection. Managerially, these findings provide implications for marketing practitioners and industry professionals in developing effective marketing communication strategies for luxury brands.
Publisher: Elsevier BV
Date: 09-2021
Publisher: Emerald
Date: 04-06-2020
Abstract: Drawing upon the evolutionary psychology perspective, the current research aims to investigate the conditions under which power (high vs low) and emotion (pride vs gratitude) can influence consumers to purchase products for others via two fundamental motives (the signaling and affiliative motives). Three experiments are conducted. Study 1 demonstrates that consumers with high (low) power are more likely to choose a wine promoted with pride (gratitude) appeals. Study 2 shows that consumers in the high- (low-) power condition report a higher willingness to pay for a wine promoted with pride (gratitude) appeals. Study 3 replicates the findings of Study 2 using a different product advertisement (chocolate bars). This study provides concrete empirical evidence that powerful consumers experiencing pride will engage in gift giving because of an increased signaling motive. In contrast, powerless consumers experiencing gratitude will engage in gift giving because of an increased affiliative motive. This study explores the context of gift giving using wine and chocolate bars as the products. It would thus be of interest to examine and extend the effects in motivating other prosocial behaviors such as donating and volunteering. The findings suggest how different states of power can be temporarily and purposively triggered and matched with the desired emotional appeals within adverting messages to increase persuasion. This study illustrates a novel mechanism for gift giving from the evolutionary psychology perspective by showing that gift giving can be motivated by two distinct pathways – affiliative and signaling motives. Further, it tests how the interactive effects of power (high vs low) and emotion (pride vs gratitude) can activate such motives.
Publisher: Informa UK Limited
Date: 13-09-2023
Publisher: SAGE Publications
Date: 26-10-2021
DOI: 10.1177/18393349211056373
Abstract: A growing literature is examining the potential of grotesque advertising. The aim of this study is to examine whether curiosity or boredom cues in a grotesque advertisement are more effective at enhancing brand attitude and how this effect is moderated by consumers’ construal level. Across three experimental studies, this research shows that a curiosity cue will be more effective among consumers with a high construal level, whereas a boredom cue will be more effective among consumers with a low construal level (Study 1 and an ancillary study, Study 2). Further, perceived fit (based on construal level) mediates these effects (Study 2). This study thus offers a fresh theoretical viewpoint on the efficacy of emotional advertising cues in enhancing consumer evaluations of grotesque advertising by investigating the moderating role of consumers’ construal level. These findings benefit marketers in developing effective advertising strategies featuring grotesque imagery.
No related grants have been discovered for Kaushalya Nallaperuma.