From Graduation to Retirement: How Life-Role Transition Cue Advertising Shape Consumer Preferences for Self-Improvement Products
研究了毕业、结婚、为人父母和退休等生活角色转变线索的广告如何提升消费者对自我提升产品的偏好，并发现抽象语言会削弱该效果，为企业产品设计和营销提供指导。
Marketing communications substantially influence consumers’ perspectives and choices. Yet, the comparative efficacy of advertisements that incorporate life-role transition cues remains largely unexplored. This paper delves into the effects of life-role transition cue advertising on consumer preferences for self-improvement products by examining various life events, including graduation, marriage, parenthood, and retirement. Research from four studies indicates that life-role transition cue advertising increase consumer preferences for self-improvement products and this effect vanishes when advertising languages were abstract. We attribute this differential impact to variations in personal uncertainty. This research provides guidance for businesses in product design and marketers for target consumers.