Scott A. Wright

Attributes Versus Benefits: The Role of Construal Levels and Appeal Type on the Persuasiveness of Marketing Messages

When should marketers emphasize attributes or benefits in their communications? Grounded in construal-level theory, the results of four studies suggest that when a purchase is planned for the distant future or when construal levels are high, benefit-based appeals are more persuasive than attribute-based appeals. By contrast, when a purchase is planned for the near future or when consumers are predisposed to low construal levels, attribute-based appeals are equally as persuasive as benefit-based appeals. However, when low construal levels are temporarily induced using a mind-set manipulation, attribute-based appeals are found to be more persuasive than benefit-based appeals. Moreover, we demonstrate how these effects occur only when processing fluency is uninhibited. This research establishes an important link between these appeal types and construal levels, subsequently demonstrating when marketers should use these appeals.

Reinvestigating the endorser by product matchup hypothesis in advertising

According to the matchup hypothesis, endorsers are more effective when there is a “fit” between the endorser and product (Kamins 1990). In the following article, two experiments, originally featured in one of the most highly cited articles identifying the matchup hypothesis, are replicated (Till and Busler 2000). Overall, the results confirm the original findings; however, some differences are observed and discussed. The author further reveals how perceived endorser “appropriateness” drives the well-established matchup effect, and then closes by discussing the implications of these findings.

The Influence of Repetitive Health Messages and Sensitivity to Fluency on the Truth Effect in Advertising

Although merely repeating a product claim does not influence the objective validity of the claim, it often increases the subjective validity of the claim (the truth effect). Research notes that the truth effect plays an important role in health advertising. The present research investigates the moderating role of sensitivity to feelings of fluency (or processing ease) on the truth effect. The truth effect was more pronounced when the need for affect was high rather than low (Study 1) and when consumers were primed to trust their feelings (Study 2). Finally, Study 3 and Study 4 replicate these findings using advertising appeals. Advertisements that encourage consumers to focus on their feelings increase susceptibility to the truth effect.

Monetary vs. nonmonetary prices: differences in product evaluations due to pricing strategies within mobile applications

Despite the rapid proliferation of nonmonetary pricing models in the marketplace, no existing research examines consumer inferences derived from these prices. In two studies, we find that consumers perceive products (mobile applications) with monetary prices as being less novel than products featuring a nonmonetary price (banner advertisements). Additionally, the combination of a nonmonetary and a monetary price produces negative novelty inferences similar to those of a single monetary price. Negative inferences derived from a combination of a monetary and nonmonetary price are moderated by a belief in money as a symbol of success, such that those high in this belief form stronger negative inferences regarding product novelty. These inferences regarding product novelty are positively associated with, and fully mediate, the effects of these prices on customer purchase intent.