The Effects of Competence and Warmth Appeals on Luxury and Sustainable Brand Advertising: The Moderating Role of Construal Level
通过四项实验发现，奢侈品牌广告中温暖诉求搭配高解释水平、能力诉求搭配低解释水平效果更好，而可持续品牌则相反，且品牌钦佩和加工流畅性分别中介了高、低解释水平下的匹配效应。
This research examines how warmth and competence advertising can be effectively utilized in luxury and sustainable brand advertising. Across four experimental studies, this research shows diametrically opposite “match-up” effects between advertising appeals and construal levels for luxury and sustainable brands. For a luxury brand, consumers show favorable evaluations when a warmth (competence) appeal is combined with a high (low) construal level. In contrast, for a sustainable brand, consumers show favorable evaluations when a competence (warmth) appeal is combined with a high (low) construal level. Further, these match-up effects are mediated by two distinct mechanisms: brand admiration (a high construal level) and processing fluency (a low construal level). Theoretical and managerial implications from these findings are discussed.