We’re All in This Together! Self-Construal Pride and Guilt Appeals in Health Advertising

Kathrynn Pounders, Deena Kemp, Lindsay Bouchacourt
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Abstract

AbstractThis study examines the interplay between the emotional appeals of guilt and pride with one’s accessible self-construal (independent, relational interdependent, and collective interdependent) in the context of mask wearing. Our findings demonstrate a compatibility effect between an interpersonal guilt appeal and a relational-interdependent self-construal and show that pride appeals are effective regardless of one’s accessible self-construal but may be particularly effective when combined with an ad that highlights a collective-interdependent self-construal. Further, findings suggest that evoking a collective-interdependent self-construal is particularly effective when it comes to behavioral intention (mask-wearing intention) because it elicits greater intention with both guilt and pride appeals. In addition, this work is the first to investigate collective-interdependent self-construal in advertising. Both theoretical contributions and practical implications are discussed. Disclosure statementThe authors report there are no competing interests to declare.
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我们在一起!健康广告中的自我解释、骄傲与内疚感诉求
摘要本研究探讨了在面具佩戴情境下,内疚感和自豪感的情感诉求与个体可达自我解释(独立、关系依赖和集体依赖)之间的相互作用。我们的研究结果证明了人际负罪感诉求和人际关系相互依赖的自我解释之间存在兼容效应,并表明无论一个人的可达性自我解释如何,自豪感诉求都是有效的,但当与强调集体相互依赖的自我解释的广告结合在一起时可能特别有效。此外,研究结果表明,当涉及到行为意图(戴面具的意图)时,唤起集体相互依存的自我解释特别有效,因为它在内疚和骄傲的呼吁下引发了更大的意图。此外,本研究首次对广告中的集体依存自我建构进行了研究。讨论了理论贡献和实际意义。作者报告无利益竞争需要申报。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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来源期刊
CiteScore
5.80
自引率
32.40%
发文量
17
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