Get 20M+ Full-Text Papers For Less Than $1.50/day. Start a 14-Day Trial for You or Your Team.

Learn More →

Buying a Chance at Love: The Influence of Attachment Anxiety on Consumer Preference for Romantic Advertising

Buying a Chance at Love: The Influence of Attachment Anxiety on Consumer Preference for Romantic... Abstract Much research has been conducted to understand the impact of sexual appeals in advertising on consumer attitudes and behaviors. Yet, romantic advertising, advertising that focuses on romantic relationships, has received less scholarly attention. To counter this imbalance, the present research investigates the influence of attachment anxiety, an individual difference variable, on consumer reactions to advertising featuring romantic relationships. As hypothesized, our findings suggest that consumers high in attachment anxiety respond more favorably to advertising that highlights romantic relationships. This effect is consistent across trait- and state-level attachment anxiety and consistent across product type (i.e., goods vs. services). Specifically, the results of four experiments demonstrate that compared to securely attached consumers, those who chronically experience high attachment anxiety (experiments 1A and 1B) as well as those who are primed to experience attachment anxiety (experiment 2) respond more favorably to advertisements that focus on the potential romantic rewards associated with an advertised product’s use. Consistent results were obtained using a different advertisement for an experience versus a material good (experiment 3). Implications of the findings for advertisers, marketers, brand managers, and scholars are discussed, and several opportunities for future research are identified. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Advertising Taylor & Francis

Buying a Chance at Love: The Influence of Attachment Anxiety on Consumer Preference for Romantic Advertising

Download PDF
16 pages

Loading next page...
 
/lp/taylor-francis/buying-a-chance-at-love-the-influence-of-attachment-anxiety-on-Q3oUkd7Rvn

References (66)

Publisher
Taylor & Francis
Copyright
Copyright © 2023, American Academy of Advertising
ISSN
1557-7805
eISSN
0091-3367
DOI
10.1080/00913367.2023.2220375
Publisher site
See Article on Publisher Site

Abstract

Abstract Much research has been conducted to understand the impact of sexual appeals in advertising on consumer attitudes and behaviors. Yet, romantic advertising, advertising that focuses on romantic relationships, has received less scholarly attention. To counter this imbalance, the present research investigates the influence of attachment anxiety, an individual difference variable, on consumer reactions to advertising featuring romantic relationships. As hypothesized, our findings suggest that consumers high in attachment anxiety respond more favorably to advertising that highlights romantic relationships. This effect is consistent across trait- and state-level attachment anxiety and consistent across product type (i.e., goods vs. services). Specifically, the results of four experiments demonstrate that compared to securely attached consumers, those who chronically experience high attachment anxiety (experiments 1A and 1B) as well as those who are primed to experience attachment anxiety (experiment 2) respond more favorably to advertisements that focus on the potential romantic rewards associated with an advertised product’s use. Consistent results were obtained using a different advertisement for an experience versus a material good (experiment 3). Implications of the findings for advertisers, marketers, brand managers, and scholars are discussed, and several opportunities for future research are identified.

Journal

Journal of Advertising – Taylor & Francis

Published: Jun 12, 2023

There are no references for this article.