- E-ISSN2233-5382
- KCI
E-ISSN : 2233-5382
Effects of Advertising Characteristics, Mental Simulation and Self-brand Connections on Purchase Intention
YAN, Lei
CHEN, Jian
Abstract
Purpose: This paper aims to investigate whether consumers' mental simulation and self-brand connections influence purchase intention and how the characteristics of advertisings' nonverbal information (congruence among multisensory cues) and verbal messages (self-referencing point and narrative structure) jointly shape mental simulation and self-brand connections. Research design, data and methodology: This paper develops a sportswear advertising and totally collected 225 data through the online survey platform "WenJuanXing". To exam the hypotheses in this paper, structural equation model is conducted in AMOS 21.0 via using 210 valid data. Results: The findings reveal that consumers who engage in mental simulation or establish the connections between them and the brands are more likely to present high purchase intention. Moreover, the characteristics of congruence among multisensory cues, self-referencing points and narrative structure can not only facilitate consumers' mental simulation but also encourage consumers to create connections between them and the brands. Conclusions: This paper develops the advertising research via exploring the characteristics of advertisings' nonverbal information (multisensory cues) and verbal messages simultaneously. And suggesting that both of consumers' mental simulation and self-brand connections are the important approaches for advertisers to effectively increase consumers' purchase intention. Finally, the limitations and suggestions are concluded for the future research.
- keywords
- Advertising Characteristics, Mental Simulation, Self-brand Connections, Purchase Intention
Reference
Aron, E. N., & Aron, A. (1996). Love and expansion of the self:The state of the model. Personal relationships, 3(1), 45-58.
Belk, R. W. (1988). Possessions and the extended self. Journal of consumer research, 15(2), 139-168.
Bosmans, A., Kenhove, P. V., Vlerick, P., & Hendrickx, H. (2001). The effect of mood on self-referencing in a persuasion context. ACR North American Advances, 28,115-121.
Burnkrant, R. E., & Unnava, H. R. (1995). Effects of selfreferencing on persuasion. Journal of consumer research, 22(1), 17-26.
Cheng, S. Y., White, T. B., & Chaplin, L. N. (2012). The effects of self-brand connections on responses to brand failure: A new look at the consumer–brand relationship. Journal of Consumer Psychology, 22(2), 280-288.
Choi, N. H., Liu, H., & Li, Z. (2018). The effects of Chinese consumers' self-construal and advertising type on brand attitude. The Journal of Business Economics and Environmental Studies, 8(3), 33-41.
CHOI, N. H., QIAO, X., & WANG, L. (2020). Effects of multisensory cues, self-enhancing imagery and self goalachievement emotion on purchase intention. The Journal of Asian Finance, Economics, and Business, 7(1), 141-151.
Elder, R. S., & Krishna, A. (2012). The “visual depiction effect”in advertising: Facilitating embodied mental simulation through product orientation. Journal of Consumer Research, 38(6), 988-1003.
Escalas, J. E. (2004a). Imagine yourself in the product: Mental simulation, narrative transportation, and persuasion. Journal of advertising, 33(2), 37-48.
Escalas, J. E. (2004b). Narrative processing: Building consumer connections to brands. Journal of consumer psychology, 14(1-2), 168-180.
Escalas, J. E. (2007). Self-referencing and persuasion: Narrative transportation versus analytical elaboration. Journal of Consumer Research, 33(4), 421-429.
Escalas, J. E., & Bettman, J. R. (2003). You are what they eat:The influence of reference groups on consumers’ connections to brands. Journal of consumer psychology, 13(3), 339-348.
Ferraro, R., Kirmani, A., & Matherly, T. (2013). Look at me!Look at me! Conspicuous brand usage, self-brand connection, and dilution. Journal of Marketing Research, 50(4), 477-488.
Gerdes, A., Wieser, M. J., & Alpers, G. W. (2014). Emotional pictures and sounds: a review of multimodal interactions of emotion cues in multiple domains. Frontiers in Psychology, 5, 1351.
Green, M. C., & Brock, T. C. (2000). The role of transportation in the persuasiveness of public narratives. Journal of personality and social psychology, 79(5), 701-721.
Greenwald, A. G., & Banaji, M. R. (1989). The self as a memory system: Powerful, but ordinary. Journal of Personality and Social Psychology, 57(1), 41-54.
Hair Junior, J. F., Black, W. C., Babin, B. J., Anderson, R. E., &Tatham, R. L. (1998). Multivariate data analysis. NJ: Pearson.
Kappes, H. B., & Morewedge, C. K. (2016). Mental simulation as substitute for experience. Social and Personality Psychology Compass, 10(7), 405-420.
Lacroix, C., Rajaobelina, L., & St-Onge, A. (2020). Impact of perceived experiential advertising on customers' responses: a multi-method approach. International Journal of Bank Marketing, 38(6), 1-22.
Lai, L., & Farbrot, A. (2014). What makes you click? The effect of question headlines on readership in computer-mediated communication. Social Influence, 9(4), 289-299.
Markman, K. D., Gavanski, I., Sherman, S. J., & McMullen, M. N. (1993). The mental simulation of better and worse possible worlds. Journal of experimental social psychology, 29(1), 87-109.
Markman, K. D., Gavanski, I., Sherman, S. J., & McMullen, M. N. (1995). The impact of perceived control on the imagination of better and worse possible worlds. Personality and Social Psychology Bulletin, 21(6), 588-595.
Markman, K. D., Klein, W. M., & Suhr, J. A. (Eds.). (2012). Handbook of imagination and mental simulation. New York, NY: Psychology Press.
Muñoz-Vilches, N. C., van Trijp, H. C., & Piqueras-Fiszman, B. (2019). The impact of instructed mental simulation on wanting and choice between vice and virtue food products. Food quality and preference, 73, 182-191.
OH, A. H., & Park, H. Y. (2020). Marketing strategies for improving customer attitude using airline advertising model:Focusing on corporate image and brand loyalty. The Journal of Distribution Science, 18(4), 13-26.
Olsen, M. C., Slotegraaf, R. J., & Chandukala, S. R. (2014). Green claims and message frames: how green new products change brand attitude. Journal of Marketing, 78(5), 119-137.
Peck, J., & Wiggins, J. (2006). It just feels good: Customers’affective response to touch and its influence on persuasion. Journal of Marketing, 70(4), 56-69.
Petty, R. E., Cacioppo, J. T., & Schumann, D. (1983). Central and peripheral routes to advertising effectiveness: The moderating role of involvement. Journal of consumer research, 10(2), 135-146.
Phillips, D. M. (1996). Anticipating the Future: The Role of Consumption Visions in Consumer Behavior. Advances in consumer research, 23(1), 70-75.
Polyorat, K., Alden, D. L., & Kim, E. S. (2007). Impact of narrative versus factual print ad copy on product evaluation:The mediating role of ad message involvement. Psychology &Marketing, 24(6), 539-554.
Rettie, R., Grandcolas, U., & Deakins, B. (2005). Text message advertising: Response rates and branding effects. Journal of targeting, measurement and analysis for marketing, 13(4), 304-312.
Roese, N. J. (1994). The functional basis of counterfactual thinking. Journal of personality and Social Psychology, 66(5), 805-818.
Schreuder, E., van Erp, J., Toet, A., & Kallen, V. L. (2016). Emotional responses to multisensory environmental stimuli:A conceptual framework and literature review. Sage Open, 6(1), 1-19.
Shen, X., Wang, L., Huang, X., & Yang, S. (2021). How China’s internet commonweal platform improves customer participation willingness? An exploratory study of Ant Forest. Chinese Management Studies, 15(1), 196-221.
Spears, N., & Yazdanparast, A. (2014). Revealing obstacles to the consumer imagination. Journal of Consumer Psychology, 24(3), 363-372.
Stern, B. B. (1994). Classical and vignette television advertising dramas: Structural models, formal analysis, and consumer effects. Journal of Consumer Research, 20(4), 601-615.
Stewart, D. W. (1998). Effects of using a nonverbal (musical) cue on recall and playback of television advertising: Implications for advertising tracking. Journal of Business Research, 42(1), 39-51.
Taylor, M. P., & Sarno, L. (1998). The behavior of real exchange rates during the post-Bretton Woods period. Journal of international Economics, 46(2), 281-312.
Taylor, S. E., Pham, L. B., Rivkin, I. D., & Armor, D. A. (1998). Harnessing the imagination: Mental simulation, selfregulation, and coping. American psychologist, 53(4), 429-439.
Van Ee, R., Van Boxtel, J. J., Parker, A. L., & Alais, D. (2009). Multisensory congruency as a mechanism for attentional control over perceptual selection. Journal of Neuroscience, 29(37), 11641-11649.
Van Laer, T., & De Ruyter, K. (2010). In stories we trust: How narrative apologies provide cover for competitive vulnerability after integrity-violating blog posts. International Journal of Research in Marketing, 27(2), 164-174.
Van Laer, T., De Ruyter, K., Visconti, L. M., & Wetzels, M. (2014). The extended transportation-imagery model: A metaanalysis of the antecedents and consequences of consumers'narrative transportation. Journal of Consumer research, 40(5), 797-817.
Watson, R., Latinus, M., Noguchi, T., Garrod, O. G. B., Crabbe, F., & Belin, P. (2013). Dissociating task difficulty from incongruence in face-voice emotion integration. Frontiers in human neuroscience, 7, 744.
Yim, M. Y. C., Kim, Y. K., & Lee, J. (2020). How to easily facilitate consumers’ mental simulation through advertising:the effectiveness of self-referencing image dynamics on purchase intention. International Journal of Advertising, 1-25.
Zaiţ, A., & Bertea, P. S. P. E. (2011). Methods for testing discriminant validity. Management & Marketing Journal, 9(2), 217-224.
Zarantonello, L., Jedidi, K., & Schmitt, B. H. (2013). Functional and experiential routes to persuasion: An analysis of advertising in emerging versus developed markets. International Journal of Research in Marketing, 30(1), 46-56.
Zhao, M., Hoeffler, S., & Zauberman, G. (2011). Mental simulation and product evaluation: The affective and cognitive dimensions of process versus outcome simulation. Journal of Marketing Research, 48(5), 827-839.
- Downloaded
- Viewed
- 0KCI Citations
- 0WOS Citations