Can your advertisement go abstract without affecting willingness to pay? Product-centered versus lifestyle content in luxury brand print advertisements

Francesco Massara, Daniele Scarpi, and Daniele Porcheddu

Advertising can focus on concrete product attributes or on lifestyle expressions and abstract benefits.
Massara, Scarpi, and Parcheddu

MANAGEMENT SLANT

  • Advertising language (abstract versus concrete) and advertising content (product-based versus lifestyle-building) do not directly affect willingness to pay.
  • Construal levels (how consumers...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today