Assertive or non-assertive? How self-concept clarity influences customers’ responses to advertising messages

The effectiveness of assertive advertising in the travel and hospitality industry remains unclear, despite its prevalence. This study investigates the role of customers' self-concept clarity (SCC) and brand perception in their response to assertive ads across various contexts, including hotels, restaurants, and tourism destinations. Five studies reveal that high-SCC customers prefer assertive ad messages, while low-SCC customers favor a gentler approach, as they seek to verify their self-concepts. Additionally, brand perception moderates this relationship: high-SCC customers prefer assertive ads for competent or neutral brands, while low-SCC customers prefer them for warm or neutral brands. These findings contribute to the understanding of advertising effectiveness in the travel and hospitality industry and provide valuable insights for marketers to develop targeted campaigns based on SCC and brand personality.