Do Resonant Advertisements Resonate with Consumers? The Interaction Of Wordplay, Regulatory Focus, and Need for Cognition and Its Impact on Persuasion
Kangwon National University
- Resonant advertisements can be particularly effective for individuals who are promotion focused or have high need for cognition.
- Resonance in an advertisement does not appear to have an impact on prevention-focused consumers for any of the dependent measures of advertising effectiveness used in this study.
- Resonant advertisements will perform better, on average, for a general consumer group, because people who are not influenced by such advertisements do not rate them lower, whereas those who are favorably disposed rate them more positively.
- If psychographic data are available, it may be possible to target promotion-focused groups and those with a high need for cognition explicitly with resonant advertising.