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Ad copies; rivalry appeals; consumer product types; distinctiveness & inclusiveness social needs; GLOMO
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Full-Text Articles in Business
Rivalry Appeals In Advertising: Distinctiveness Versus Inclusiveness, David Stahr, Sukki Yoon, Kacy Kim
Rivalry Appeals In Advertising: Distinctiveness Versus Inclusiveness, David Stahr, Sukki Yoon, Kacy Kim
Honors Projects in Marketing
The main objective of the research is to study how convenience and shopping products impact how consumers react to rivalry appeals in advertisements. The authors examine the effectiveness of rivalry appeals in advertisements and how they are impacted by the product type considered by consumers. In two studies, a 2 (prime: distinctiveness vs. inclusiveness) x 2 (message: competition vs. collaboration) ANOVA methodology was conducted on survey data. In Study 1, participants primed with distinctiveness (inclusiveness) and considering convenience products experienced an assimilation effect where they preferred competitive (collaborative) rivalry appeals. In Study 2, participants primed with distinctiveness (inclusiveness) and considering …