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. Attached Files Name Description MIMEType Size Downloads Title Emotional Cues' Effects on Grotesque Advertising Author(s) Bandyopadhyay, A Septianto, F 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 Related Links Link Description Connect to published version Go to link with your DU access privileges   Connect to Elements publication management system Go to link with your DU access privileges     Unless expressly stated otherwise, the copyright for items in DRO is owned by the author, with all rights reserved. Versions Version Filter Type Fri, 12 Nov 2021, 07:16:28 EST Fri, 12 Nov 2021, 14:28:56 EST Tue, 16 Nov 2021, 07:50:58 EST Tue, 16 Nov 2021, 07:58:08 EST Wed, 08 Dec 2021, 10:37:42 EST Wed, 08 Dec 2021, 13:40:12 EST Wed, 08 Dec 2021, 13:42:36 EST Filtered Full Citation counts:   Cited 0 times in TR Web of Science Cited 0 times in Scopus Search Google Scholar Access Statistics: 72 Abstract Views, 1 File Downloads  -  Detailed Statistics Created: Fri, 12 Nov 2021, 14:28:56 EST