Warmth Paradox: The Interplay of Warmth Ad Exposure Contexts and Construal Levels on Consumer Responses

초록

This study investigates the conditions under which the compensation effect occurs in advertising, focusing on the influence of warmth messages on consumer perceptions and responses. By comparing single-ad and comparative ad exposure contexts, the research reveals how warmth messages affect perceived brand competence and the intention to like ads. High warmth messages, when viewed in a comparative ad setting, lead to lower perceived brand competence compared to a single-ad setting, emphasizing the need for strategic message placement in competitive environments. The study further explores how consumers' construal levels— whether considering near-future or distant-future purchase decisions—moderate these effects. The negative impact of high warmth messages on perceived competence is amplified in a comparative context at low construal levels, while high construal levels mitigate this negative impact. These results provide both theoretical and practical insights, highlighting the importance of ad context and construal level in advertising strategies.

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