Exploring the Effects of Compliance/Non-Compliance Message Framing, Desirability of End States, and Brand Zealotry on Consumers' Responses to Wearables Advertising

• Published in: Journal of promotion management Vol. 26; no. 7; pp. 964 - 985
• Main Authors: Wang, Ruoxu, Huang, Yan, Anghelcev, George
• Format: Journal Article
• Language: English
• Published: Binghamton Routledge 09-11-2020; Taylor & Francis Ltd
• Subjects: Advertising; brand zealotry; Brands; Compliance; Compliance/noncompliance framing; Consumers; desirability of end states; Frame analysis; Mouth; Noncompliance; Purchase intention; wearables advertising
• ISSN: 1049-6491; 1540-7594
• DOI: 10.1080/10496491.2020.1746463

An experiment examined the combinatory effects of advertising message framing, desirability of end states, and brand zealotry on consumers' responses to wearables advertising. The compliance framed ad elicited more favorable ad attitude, purchase intention, and word of mouth (WOM) intention compared with the noncompliance framed ad. Results also showed brand zealotry moderated the interaction between message framing and desirability of end states on WOM intention. Specifically, for low brand zealotry individuals, the compliance-framed ad elicited greater WOM intention than the noncompliance-framed ad regardless of the desirability of end-states. The desirable end-state ad triggered a greater WOM intention than the undesirable end-state ad regardless of message framing. For high brand zealotry individuals, the effect of message framing on WOM intention relied on the desirability of end-states. Theoretical and practical implications were discussed.