Matching the Words to the Features in Persuasive Advertising: a Construal-Matching Hypothesis

Karthik Easwar, Ohio State University, USA
Lifeng Yang, University of Mississippi, USA
Matching the construal of advertisement language to that of the focal product creates positivity. Over three studies, we find that using adjectives (verbs) to advertise abstract (concrete) products is the most effective at creating positive attitudes.
[ to cite ]:
Karthik Easwar and Lifeng Yang (2012) ,"Matching the Words to the Features in Persuasive Advertising: a Construal-Matching Hypothesis", in NA - Advances in Consumer Research Volume 40, eds. Zeynep G├╝rhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 678-679.