When Lifestyle Advertising Hurts Luxury Brands

Luxury brands generally prefer lifestyle advertising than functional advertising. However, we show that in the purchase decision-making stage (vs. motivation formation stage), functional advertisements can be more effective for luxury products than lifestyle advertisements. This is because the matching of construal levels between functional advertisements and the purchase decision-making stage.


Jingjing Ma, Zichuan Mo, and Yuanjie Zhao (2021) ,"When Lifestyle Advertising Hurts Luxury Brands", in NA - Advances in Consumer Research Volume 49, eds. Tonya Williams Bradford, Anat Keinan, and Matthew Matthew Thomson, Duluth, MN : Association for Consumer Research, Pages: 242-243.


Jingjing Ma, Peking University
Zichuan Mo, Sun Yat-sen University
Yuanjie Zhao, Peking University


NA - Advances in Consumer Research Volume 49 | 2021

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