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Emotional Cues' Effects on Grotesque Advertising

Bandyopadhyay, A, Septianto, F, Nallaperuma, Kaushalya and Lang, B 2021, Emotional Cues' Effects on Grotesque Advertising, Australasian Marketing Journal, pp. 1-11, doi: 10.1177/18393349211056373.

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Title Emotional Cues' Effects on Grotesque Advertising
Author(s) Bandyopadhyay, A
Septianto, F
Nallaperuma, KaushalyaORCID iD for Nallaperuma, Kaushalya orcid.org/0000-0002-3083-6373
Lang, B
Journal name Australasian Marketing Journal
Article ID 18393349211056373
Start page 1
End page 11
Total pages 11
Publisher Sage
Place of publication London, Eng.
Publication date 2021
ISSN 1441-3582
1839-3349
Keyword(s) ART
boredom
Business
Business & Economics
construal level
CONSTRUAL-LEVEL THEORY
curiosity
EXTENSION
grotesque advertising
PRIDE
Social Sciences
Summary 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.
Language eng
DOI 10.1177/18393349211056373
Field of Research 150502 Marketing Communications
15 Commerce, Management, Tourism and Services
HERDC Research category C1 Refereed article in a scholarly journal
Persistent URL http://hdl.handle.net/10536/DRO/DU:30158412

Document type: Journal Article
Collections: Faculty of Business and Law
Department of Information Systems and Business Analytics
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Created: Fri, 12 Nov 2021, 14:28:56 EST

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