Effective Luxury-Brand Advertising: The ES–IF Matching (Entity–Symbolic Versus Incremental–Functional) Model
基于内隐自我理论，发现实体论者更受奢侈品象征价值吸引，增量论者更受功能价值吸引，并展示如何通过广告文本启动消费者内隐自我理论以提升广告效果。
This study draws on the psychological tenets of implicit self-theories, which differentiate between individuals with entity versus incremental orientations, to deepen our understanding about how consumers evaluate luxury-brand advertising appeals. Our findings show that entity theorist consumers are more attracted to the symbolic value appeals of luxury brands, whereas incremental theorists are more attracted to functional value appeals. Furthermore, we show how consumers' implicit self-theories can be purposively primed by managers with the textual elements of a luxury-brand advertising message to increase its effectiveness, which provides useful implications for designing and executing effective luxury advertising.