Is a Diamond Really Forever? Effects of Lay Theories of Love on Responses to Romance Appeals in Advertising

Li Huang, Hong Kong University of Science and Technology, China
Anirban Mukhopadhyay, Hong Kong University of Science and Technology, China
This research explores consumers’ lay theories of love (lasting versus fleeting), and how they may influence responses to romance appeals in advertising. Two completed experiments support the propositions that lasting-theorists have more favorable attitudes towards romance appeals than fleeting-theorists, and this effect is moderated by the presence of relationship threat.
[ to cite ]:
Li Huang and Anirban Mukhopadhyay (2011) ,"Is a Diamond Really Forever? Effects of Lay Theories of Love on Responses to Romance Appeals in Advertising", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.