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



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