TY - JOUR
T1 - Exploring the Effects of Compliance/Non-Compliance Message Framing, Desirability of End States, and Brand Zealotry on Consumers’ Responses to Wearables Advertising
AU - Wang, Ruoxu
AU - Huang, Yan
AU - Anghelcev, George
N1 - Publisher Copyright:
© 2020 Taylor & Francis Group, LLC.
PY - 2020/11/9
Y1 - 2020/11/9
N2 - 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.
AB - 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.
KW - Compliance/noncompliance framing
KW - brand zealotry
KW - desirability of end states
KW - wearables advertising
UR - http://www.scopus.com/inward/record.url?scp=85083666152&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=85083666152&partnerID=8YFLogxK
U2 - 10.1080/10496491.2020.1746463
DO - 10.1080/10496491.2020.1746463
M3 - Article
AN - SCOPUS:85083666152
SN - 1049-6491
VL - 26
SP - 964
EP - 985
JO - Journal of Promotion Management
JF - Journal of Promotion Management
IS - 7
ER -