Consumer Anxiety and Assertive Advertisement Preference: The Mediating Effect of Cognitive Fluency
Companies often seek to persuade consumers to buy products or services through assertive advertising, but such advertising is often resisted by consumers. In order to identify ways to increase consumers' preference for assertive advertising, this study starts by considering consumers' anxi...
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| Format: | Article |
| Language: | English |
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Frontiers Media S.A.
2022-05-01
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| Series: | Frontiers in Psychology |
| Subjects: | |
| Online Access: | https://www.frontiersin.org/articles/10.3389/fpsyg.2022.880330/full |
| _version_ | 1811254090674470912 |
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| author | Jun Wang |
| author_facet | Jun Wang |
| author_sort | Jun Wang |
| collection | DOAJ |
| description | Companies often seek to persuade consumers to buy products or services through assertive advertising, but such advertising is often resisted by consumers. In order to identify ways to increase consumers' preference for assertive advertising, this study starts by considering consumers' anxiety and finds, through two between-group experiments, that the emotional state of consumers when viewing advertisements affects their attitudes toward assertive advertisements: anxious consumers have a more positive attitudes toward assertive advertisement, and cognitive fluency plays a mediating role in the relationship between consumer anxiety and consumer attitudes toward assertive advertisement. This study incorporates consumer anxiety into the study of assertive advertising, thus both enriching the theoretical research on assertive advertising and consumer anxiety and providing novel ideas for companies to enhance the effectiveness of their assertive advertising strategies. |
| first_indexed | 2024-04-12T17:01:48Z |
| format | Article |
| id | doaj.art-d3b54aaca1dc49b89b41ada48ee59666 |
| institution | Directory Open Access Journal |
| issn | 1664-1078 |
| language | English |
| last_indexed | 2024-04-12T17:01:48Z |
| publishDate | 2022-05-01 |
| publisher | Frontiers Media S.A. |
| record_format | Article |
| series | Frontiers in Psychology |
| spelling | doaj.art-d3b54aaca1dc49b89b41ada48ee596662022-12-22T03:24:04ZengFrontiers Media S.A.Frontiers in Psychology1664-10782022-05-011310.3389/fpsyg.2022.880330880330Consumer Anxiety and Assertive Advertisement Preference: The Mediating Effect of Cognitive FluencyJun WangCompanies often seek to persuade consumers to buy products or services through assertive advertising, but such advertising is often resisted by consumers. In order to identify ways to increase consumers' preference for assertive advertising, this study starts by considering consumers' anxiety and finds, through two between-group experiments, that the emotional state of consumers when viewing advertisements affects their attitudes toward assertive advertisements: anxious consumers have a more positive attitudes toward assertive advertisement, and cognitive fluency plays a mediating role in the relationship between consumer anxiety and consumer attitudes toward assertive advertisement. This study incorporates consumer anxiety into the study of assertive advertising, thus both enriching the theoretical research on assertive advertising and consumer anxiety and providing novel ideas for companies to enhance the effectiveness of their assertive advertising strategies.https://www.frontiersin.org/articles/10.3389/fpsyg.2022.880330/fullassertive advertisingconsumer anxietyeffectivenessattitude toward advertisementpreferencecognitive fluency |
| spellingShingle | Jun Wang Consumer Anxiety and Assertive Advertisement Preference: The Mediating Effect of Cognitive Fluency Frontiers in Psychology assertive advertising consumer anxiety effectiveness attitude toward advertisement preference cognitive fluency |
| title | Consumer Anxiety and Assertive Advertisement Preference: The Mediating Effect of Cognitive Fluency |
| title_full | Consumer Anxiety and Assertive Advertisement Preference: The Mediating Effect of Cognitive Fluency |
| title_fullStr | Consumer Anxiety and Assertive Advertisement Preference: The Mediating Effect of Cognitive Fluency |
| title_full_unstemmed | Consumer Anxiety and Assertive Advertisement Preference: The Mediating Effect of Cognitive Fluency |
| title_short | Consumer Anxiety and Assertive Advertisement Preference: The Mediating Effect of Cognitive Fluency |
| title_sort | consumer anxiety and assertive advertisement preference the mediating effect of cognitive fluency |
| topic | assertive advertising consumer anxiety effectiveness attitude toward advertisement preference cognitive fluency |
| url | https://www.frontiersin.org/articles/10.3389/fpsyg.2022.880330/full |
| work_keys_str_mv | AT junwang consumeranxietyandassertiveadvertisementpreferencethemediatingeffectofcognitivefluency |