Exploring the Effects of Compliance/Non-Compliance Message Framing, Desirability of End States, and Brand Zealotry on Consumers’ Responses to Wearables Advertising

Ruoxu Wang*, Yan Huang, George Anghelcev

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review


An experiment examined the combinatory effects of advertising message framing, desirability of end states, and brand zealotry on consumers’ responses to wearables advertising. The compliance framed ad elicited more favorable ad attitude, purchase intention, and word of mouth (WOM) intention compared with the noncompliance framed ad. Results also showed brand zealotry moderated the interaction between message framing and desirability of end states on WOM intention. Specifically, for low brand zealotry individuals, the compliance-framed ad elicited greater WOM intention than the noncompliance-framed ad regardless of the desirability of end-states. The desirable end-state ad triggered a greater WOM intention than the undesirable end-state ad regardless of message framing. For high brand zealotry individuals, the effect of message framing on WOM intention relied on the desirability of end-states. Theoretical and practical implications were discussed.

Original languageEnglish (US)
Pages (from-to)964-985
Number of pages22
JournalJournal of Promotion Management
Issue number7
StatePublished - Nov 9 2020


  • Compliance/noncompliance framing
  • brand zealotry
  • desirability of end states
  • wearables advertising

ASJC Scopus subject areas

  • Marketing

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