Enhancing Self-Consciousness: Implications For the Effectiveness of Ad Appeals

Enhancing Self-consciousness: Implications for the Effectiveness of Ad Appeals

Chingching Chang

National Chengchi University, Taipei, Taiwan

Abstract

Two studies explored the influence of self-consciousness on responses to ad appeals. Study one established the relationship between self-monitoring and self-consciousness. Study two tested whether level of self-consciousness could influence ad responses. Findings showed that magazine articles written in the second-person, as opposed to the third-person, directed attention to the self and enhanced self-consciousness. Enhancing self-consciousness caused participants high in self-monitoring to generate more favorable ad responses, but it had no effect on those low in self-monitoring. In addition, enhancing self-consciousness significantly improved the effectiveness of image appeal ads, but had no effect on utilitarian appeal ads.



Citation:

N/A (2006) ,"Enhancing Self-Consciousness: Implications For the Effectiveness of Ad Appeals", in NA - Advances in Consumer Research Volume 33, eds. Connie Pechmann and Linda Price, Duluth, MN : Association for Consumer Research, Pages: 503-508.

Authors



Volume

NA - Advances in Consumer Research Volume 33 | 2006



Share Proceeding

Featured papers

See More

Featured

How Mortality Salience Shapes Consumers’ Responses to Brands

Polina Landgraf, IE Business School, IE University
Antonios Stamatogiannakis, IE Business School, IE University
Haiyang Yang, Johns Hopkins University

Read More

Featured

When do people learn more from others’ prosocial behavior? A meta-analysis of prosocial modeling effect

Haesung Annie Jung, University of Texas at Austin, USA
Eunjoo Han, Auckland University of Technology, New Zealand
Eunjin Seo, Texas State University
Marlone Henderson, University of Texas at Austin, USA
Erika Patall, University of Southern California, USA

Read More

Featured

Thank You = Trust Me: When Gratitude Expressions Help Promote New Products

Maria Ng, University of Houston, USA
Dejun Tony Kong, University of Houston, USA
Vanessa Patrick, University of Houston, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.