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Emotional Cues' Effects on Grotesque Advertising

journal contribution
posted on 2021-01-01, 00:00 authored by Argho Bandyopadhyay, Felix Septianto, Kaushalya NallaperumaKaushalya Nallaperuma, Bodo Lang
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.

History

Journal

Australasian Marketing Journal

Article number

18393349211056373

Pagination

1-11

Location

London, Eng.

ISSN

1441-3582

eISSN

1839-3349

Language

English

Publication classification

C1 Refereed article in a scholarly journal

Publisher

Sage