Information Of Luxury Advertisement On Attitudes Of Consumers With Different Competition-contingency Of Self-esteem

摘要

In two experiments, we show that information type and information framing influence attitudes toward luxury advertisement. Specifically, individuals with low competition-contingency self-esteem are more persuaded by prevention-focused information. In contrast, individuals with high competitioncontingency self-esteem are insensitive to the type of advertisement information. When the information is framed in "gain", individuals with high competitioncontingency are more persuaded by promotion-focused information, while individuals with low competitioncontingency are insensitive to the type of advertisement information. When the information is framed in "loss", individuals with high competitioncontingency self-esteem are insensitive to the advertisement information type, while individuals with low competition-contingency self-esteem are more persuaded by prevention-focused information.