Matches in SemOpenAlex for { <https://semopenalex.org/work/W4221072946> ?p ?o ?g. }
- W4221072946 abstract "In practice, more and more companies are using warmth appeals in their advertisements, but not all warmth appeals can bring the expected results. Grounded in social perception, we propose that consumers' inferences and behavioral intentions stemming from warmth appeals in advertising are moderated by brand concepts. Specifically, warmth appeal decreases competence inferences and, in turn, behavioral intentions toward the self-enhancement brands. However, it increases warmth inferences and, in turn, behavioral intentions toward self-transcendence brands. We tested our hypotheses through two experimental studies. Experiment 1 demonstrated that for self-enhancement brands, warmth appeals in advertisements decreased brand attitudes and purchase intentions; for self-transcendence brands, warmth appeals in advertisements increased brand attitudes and purchase intentions. Experiment 2 showed further evidence to the proposed effect and tested the mediating effects of warmth perception and competence perception. This research provides significant implications for advertising strategies." @default.
- W4221072946 created "2022-04-03" @default.
- W4221072946 creator A5041552822 @default.
- W4221072946 creator A5054026141 @default.
- W4221072946 creator A5085313268 @default.
- W4221072946 creator A5090326199 @default.
- W4221072946 date "2022-03-30" @default.
- W4221072946 modified "2023-09-30" @default.
- W4221072946 title "How Warmth Appeal Affects Persuasion: The Moderating Role of Brand Concepts" @default.
- W4221072946 cites W1544543982 @default.
- W4221072946 cites W1964818526 @default.
- W4221072946 cites W1973136767 @default.
- W4221072946 cites W1974891381 @default.
- W4221072946 cites W1984991592 @default.
- W4221072946 cites W1997458965 @default.
- W4221072946 cites W2002744546 @default.
- W4221072946 cites W2008037924 @default.
- W4221072946 cites W2024520235 @default.
- W4221072946 cites W2035860906 @default.
- W4221072946 cites W2038702827 @default.
- W4221072946 cites W2044640583 @default.
- W4221072946 cites W2060778001 @default.
- W4221072946 cites W2062495669 @default.
- W4221072946 cites W2063169022 @default.
- W4221072946 cites W2084327610 @default.
- W4221072946 cites W2084922063 @default.
- W4221072946 cites W2098804822 @default.
- W4221072946 cites W2100698103 @default.
- W4221072946 cites W2113001274 @default.
- W4221072946 cites W2119266780 @default.
- W4221072946 cites W2122038527 @default.
- W4221072946 cites W2129626722 @default.
- W4221072946 cites W2131568786 @default.
- W4221072946 cites W2131808999 @default.
- W4221072946 cites W2139095040 @default.
- W4221072946 cites W2147934027 @default.
- W4221072946 cites W2161151711 @default.
- W4221072946 cites W2162135496 @default.
- W4221072946 cites W2166730164 @default.
- W4221072946 cites W2187471131 @default.
- W4221072946 cites W2398216101 @default.
- W4221072946 cites W2416697607 @default.
- W4221072946 cites W2749579660 @default.
- W4221072946 cites W2899267677 @default.
- W4221072946 cites W2908893473 @default.
- W4221072946 cites W2913055349 @default.
- W4221072946 cites W3022226646 @default.
- W4221072946 cites W3026510565 @default.
- W4221072946 cites W3042765866 @default.
- W4221072946 cites W3121822553 @default.
- W4221072946 cites W3121988901 @default.
- W4221072946 cites W3193862605 @default.
- W4221072946 cites W4232476263 @default.
- W4221072946 cites W4232835533 @default.
- W4221072946 cites W4242856159 @default.
- W4221072946 cites W4246071009 @default.
- W4221072946 cites W4361834808 @default.
- W4221072946 doi "https://doi.org/10.3389/fpsyg.2022.831373" @default.
- W4221072946 hasPubMedId "https://pubmed.ncbi.nlm.nih.gov/35432143" @default.
- W4221072946 hasPublicationYear "2022" @default.
- W4221072946 type Work @default.
- W4221072946 citedByCount "0" @default.
- W4221072946 crossrefType "journal-article" @default.
- W4221072946 hasAuthorship W4221072946A5041552822 @default.
- W4221072946 hasAuthorship W4221072946A5054026141 @default.
- W4221072946 hasAuthorship W4221072946A5085313268 @default.
- W4221072946 hasAuthorship W4221072946A5090326199 @default.
- W4221072946 hasBestOaLocation W42210729461 @default.
- W4221072946 hasConcept C100521375 @default.
- W4221072946 hasConcept C112698675 @default.
- W4221072946 hasConcept C144133560 @default.
- W4221072946 hasConcept C15744967 @default.
- W4221072946 hasConcept C169760540 @default.
- W4221072946 hasConcept C17744445 @default.
- W4221072946 hasConcept C199539241 @default.
- W4221072946 hasConcept C26760741 @default.
- W4221072946 hasConcept C2778449503 @default.
- W4221072946 hasConcept C2781310500 @default.
- W4221072946 hasConcept C28160582 @default.
- W4221072946 hasConcept C77805123 @default.
- W4221072946 hasConceptScore W4221072946C100521375 @default.
- W4221072946 hasConceptScore W4221072946C112698675 @default.
- W4221072946 hasConceptScore W4221072946C144133560 @default.
- W4221072946 hasConceptScore W4221072946C15744967 @default.
- W4221072946 hasConceptScore W4221072946C169760540 @default.
- W4221072946 hasConceptScore W4221072946C17744445 @default.
- W4221072946 hasConceptScore W4221072946C199539241 @default.
- W4221072946 hasConceptScore W4221072946C26760741 @default.
- W4221072946 hasConceptScore W4221072946C2778449503 @default.
- W4221072946 hasConceptScore W4221072946C2781310500 @default.
- W4221072946 hasConceptScore W4221072946C28160582 @default.
- W4221072946 hasConceptScore W4221072946C77805123 @default.
- W4221072946 hasFunder F4320321001 @default.
- W4221072946 hasFunder F4320335787 @default.
- W4221072946 hasFunder F4320336573 @default.
- W4221072946 hasLocation W42210729461 @default.
- W4221072946 hasLocation W42210729462 @default.
- W4221072946 hasLocation W42210729463 @default.
- W4221072946 hasLocation W42210729464 @default.
- W4221072946 hasOpenAccess W4221072946 @default.