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We examined how compatibility between the self-/other-relatedness dimension of discrete emotion and the focal referent in advertisements (self or family) influence persuasive effect. We conducted 2 experiments and demonstrated that when respondents are primed with a self-related emotion (e.g., happiness, pride), an advertisement focused on self (vs. family) is more effective at producing a positive product attitude and in stimulating purchase intention. However, when respondents are primed with an other-related emotion (e.g., peacefulness, empathy), a message focused on family (vs. self) is more effective. Findings and theoretical and practical implications are discussed.
Keywords: discrete emotion, advertisement, persuasion, persuasive effect, self-related emotion, other-related emotion, message priming, self-construal.
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Previous research on the influence of emotion on information processing has largely been focused on regular dimensions of emotions, such as valence and levels of arousal (Mehrabian & Russell, 1974; Russell, 1980). However, emotions could also differ in specific appraisal dimensions. One important dimension that has not received much attention is self-/other-relatedness. Self-related emotions originate from internal experience (e.g., personal needs, goals, and desires; Markus & Kitayama, 1991). In contrast, other-related emotions arise from the interaction between self and context, in which self-evaluation and emotional experience depend on others or refer to others (Markus & Kitayama, 1991).
The self-/other-related dimension of emotion is of particular importance for understanding consumer behavior. A great many products and services can be consumed either when one is alone or with family/friends. Thus, advertisement messages could be focused either on the experience of enjoying the product by oneself or on the experience of enjoying the product with family/friends. However, research on how self-focused vs. other-focused messages influence the persuasiveness of advertisement is sparse. Previous researchers have shown that consumers' emotion could influence their attitude toward the advertisement and the target product (e.g., Griskevicius, Shiota, & Nowlis, 2010; Kim, Park, & Schwarz, 2010). It seems very likely that the compatibility between the self-/other-related emotion and the message focus (self vs. other) will influence consumers' attitude and purchase intention toward the targeted product. However, to our knowledge, this effect has not been examined in previous research.
Our aim in this research was to examine the compatibility between the self-/other-related dimension of discrete emotion and the advertisement focus (self vs....