Curious Abstraction: How Message Abstraction and Financial Scarcity Affect Processing of Mortgage Ads
Buying a house is one of the most important decisions consumers make in their lifetime, weighing reality (e.g. their financial resources) against imagination (e.g. owning a mansion). We show that abundant - opposed to scarce - mindsets trigger consumer’s curiosity when exposed to an abstract (vs. concrete) mortgage advertising frame.
Citation:
Esra Asif, J. Josko Brakus, and Alessandro Biraglia (2020) ,"Curious Abstraction: How Message Abstraction and Financial Scarcity Affect Processing of Mortgage Ads", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 1216-1216.
Authors
Esra Asif, University of Leeds
J. Josko Brakus, University of Leeds, UK
Alessandro Biraglia, University of Leeds, UK
Volume
NA - Advances in Consumer Research Volume 48 | 2020
Share Proceeding
Featured papers
See MoreFeatured
Foods for Sharing: The Social Value of Handmade Foods
Xin Wang, Nanjing University
Chunqu Xiao, Nanjing University
Xingyu Duan, Nanjing University
Hong Zhu, Nanjing University
Featured
Anchors as Midpoints: it’s not the Size of the Adjustment that Counts, it’s the Direction
Joshua Lewis, University of Pennsylvania, USA
Joseph P. Simmons, University of Pennsylvania, USA
Featured
Consuming Products with Experiences: Why and When Consumers Want Mementos
Charlene Chu, Chapman University
Suzanne Shu, University of California Los Angeles, USA