A Threatened Relationship Makes More Positive Consumers: the Effect of Romantic Jealousy on Advertising Effectiveness

Olga Martin, University of Washington, USA
Lea Dunn, University of Wasahington, USA
This research examined the effect of romantic jealousy on advertising effectiveness and found that romantic jealousy increased overall favorability of attitudes toward advertisements and advertised products, as well as purchase intention. Mediation analyses confirmed that the effect of jealousy on confidence is the mechanism by which jealousy affects advertising effectiveness.
[ to cite ]:
Olga Martin and Lea Dunn (2016) ,"A Threatened Relationship Makes More Positive Consumers: the Effect of Romantic Jealousy on Advertising Effectiveness", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau and Stefano Puntoni, Duluth, MN : Association for Consumer Research, Pages: 748-748.