The findings can guide advertising agencies, marketers and salespeople regarding how to design effective print advertisements in a way that persuades consumer attitudes.
Authors
Nirma Sadamali Jayawardena Assistant Professor, Jindal Global Business School, O.P. Jindal Global University, Sonipat, Haryana, India; Department of Marketing, Griffith University, Gold Coast, Australia.
Sara Quach, Department of Marketing, Griffith University, Gold Coast, Australia.
Chinmoy Bandyopadhyay, Lecturer, Jindal Global Business School, O.P. Jindal Global University, Sonipat, Haryana, India.
Park Thaichon, School of Business, University of Southern Queensland, Springfield, Australia.
Summary
This study examined the differential effects of printed advertisements with luxury and nonluxury brands on consumer brand attitude persuasion using a qualitative experimental approach.
Methodology
The authors adopted a qualitative experimental approach and the authors conducted two experiments over six months. In the first experiment, participants were asked to view five print advertisements related to five different luxury brands. In the second experiment, the same participants were asked to view another five print advertisements on non-luxury brands. The qualitative thematic differences for each brand were analyzed using NVivo software, employing the theoretical assumptions of Petty and Cacioppo’s (1981) elaboration likelihood model (ELM).
Findings
In experiments 1 and 2, it was identified that brand experience, personalized brand experience, product quality, product quantity, personal image-conscious, nonpersonal image-conscious, affordability and unaffordability as the main thematic findings leading to consumer attitude persuasion.
Practical implications
The two main contributions are as follows: theoretically, applying a social psychology theory to the advertising industry offers an understanding of the social cognition stages of a human mindset. As a practical implication, this study’s findings guide advertising agencies, marketers and salespeople regarding how to design effective print advertisements in a way that persuades consumer attitudes.
Originality
Through the theoretical assumptions of Petty and Cacioppo’s (1981) ELM, this paper can be considered one of the first studies to combine social psychology and advertising to investigate the differential effects on consumer brand attitude persuasion for luxury and nonluxury brands.
Published in: Asia Pacific Journal of Marketing and Logistics
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