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

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...