Positive Psychology’s Mindset Precursors of Attitude-toward-Advertising-in-General

Abstract Although relevant to the study of consumer responses to advertising, researchers have largely overlooked the effect of positive psychology’s mindsets, such as belief in good luck, happiness, and flourishing, on attitude-toward-advertising-in-general (AG). Two path models tested with 247 U.S. adults (Study #1) and 680 U.S. undergraduate students (Study #2) explore these AG mindset antecedents. Study #1 shows (1) a direct positive effect between belief in good luck and flourishing, (2) belief in good luck indirectly influences flourishing through life satisfaction and happiness, and (3) flourishing relates positively to AG. Study #2, a self-replication-with-extension, shows (1) flourishing alone relates positively to AG, and (2) flourishing serves as a mediator between the studied mindsets and AG. Thus, it behooves advertisers to run promotional campaigns that encourage a flourishing mindset among consumers.