Are Resonant Ads More Persuasive? The Moderating Role of Regulatory Focus and Need for Cognition Choi, Ji Eun, Doo Hee LEE, and Charles R. Taylor Journal of Advertising Research ( conditional acceptance)

2 Resonant Advertising - Nowadays firms use many types of rhetorical devices in advertising to attract consumers - The usage rate of rhetorical devices in advertising is increasing

3 Resonant Advertising Simile Metaphor My heart is quiet like a lake Simple My heart is a lake Difficult Popular Types of Rhetorical Devices What is Resonance? A type of rhetorical devices

4 Resonant Advertising Resonant Ads A twist or a deviation that creates multiple meanings Wordplay in a headlines and an accompanying image to reinforce the wordplay Extra meaning has to be created through the combination of verbal and visual elements The extra meaning must deviate from normal expectations Definition Characteristics

5 Resonant Advertising Paper Advertisement (international phone call service) Paper Advertisement (international phone call service) Non-Resonance (No Wordplay)

6 Resonant Advertising Paper Advertisement (international phone call service) Paper Advertisement (international phone call service) Resonance (Wordplay)

7 Keys to Resonant Advertising Resonant Advertising - Combination of pictures and words creates the multiple meanings - Adding pictures can make boring expression rather interesting Pictures + Words  Multiple Meanings

8 Why is this topic important? 1. Little research attention - About 80% of advertising uses wordplay in headlines - The usage rate is increasing - Although resonant advertising is very commonly used by marketing practitioners, this topic has received little attention in academic literature - There are a few empirical research on this topic

9 2. Debate on the value of indirect expressions Indirect expressions (wordplay) are not effective for communication Opponent Indirect expressions (wordplay) make consumers interested in messages Why is this topic important? Proponent

10 Purpose of Research Research Questions 1.Are resonant ads persuasive compared to non- resonant ads? 2.What type of consumers would prefer resonant ads over non-resonant ads?

11 Purpose of Research 1. Verifying the persuasive impact of resonant advertising This study compares the persuasive impact of resonant ads to non- resonant ads. 2. Suggesting variables to moderate the persuasive impact of resonant advertising 2. Suggesting variables to moderate the persuasive impact of resonant advertising This study explores the moderating role of consumers’ individual characteristics based on regulatory focus and need for cognition theory.

12 Theoretical Backgrounds Combination of words and pictures makes multiple meanings (literal meaning + connotative meaning) Extra meaning deviates from normal expectations When consumers decode the multiple meanings, they feel pleasure Effectiveness of Resonant Advertising 1. Are resonant ads persuasive compared to non-resonant ads? Resonant Ads > Non-Resonant Ads

13 1. Are resonant ads persuasive compared to non-resonant ads? H1: Consumers will have higher attitude towards the ad for resonant ads vs. non-resonant ads. H2: Consumers will have higher attitude toward the brand for resonant ads vs. non-resonant ads. H3: Consumers will have higher purchase intention for resonant ads vs. non-resonant ads. Hypotheses

14 2. What type of consumers would prefer resonant ads over non-resonant ads? Reaction to resonant ads varies based on individual differences While some consumers enjoy resonance and feel pleasure by resolving the multiplicity of resonant ads; others may feel uncomfortable with such multiple meaning Individual’s Regulatory Focus Individual’s Need for Cognition Individual Characteristics as Moderators Theoretical Backgrounds

15 Regulatory Focus Theory Prevention Focus Promotion Focus minimize negative outcomesmaximize positive outcomes People have different motivational tendencies when they attempt to facilitate desired outcomes hopes and achievementsduties and responsibilities Theoretical Backgrounds

16 Promotion Focus gain-framed appeal People show different tendencies in persuasion “If you use this toothpaste, You can have clean teeth!” Regulatory Focus Theory Theoretical Backgrounds

17 People show different tendencies in persuasion “If you don’t use this toothpaste, You can lose clean teeth!” Regulatory Focus Theory Prevention Focus loss-framed appeal Theoretical Backgrounds

18 People show different tendencies in processing style Prevention Focus include only appropriate options Promotion Focus include as many options as possible item-specific thinking relational thinking Regulatory Focus Theory seek creative, novel options seek conservative options Theoretical Backgrounds

19 Individual’s Regulatory Focus Resonant advertising creates multiple meanings Resonant advertising is persuasive for consumers who enjoy multiple meanings Promotion-focused individuals are inclined to find out creative solutions Prevention-focused individual are inclined to find out conservative solutions Resonant advertising is effective for promotion focused-individuals Theoretical Backgrounds

20 H 4 : Attitude toward s resonant ads will be moderated by the individual’s regulatory focus. H 4 -1: A promotion-focused individual will have higher attitude towards resonant ads than non-resonant ads. H 4 -2: A prevention-focused individual will have the same level of attitude towards resonant ads as non-resonant ads. H4: Promotion-focused individuals will have more positive: a) attitude toward the ad; b) attitude toward the brand; and c) purchase intention; for resonant vs. non-resonant ads. H5: Prevention-focused individuals will have the same level of: a) attitude towards the ad; b) attitude towards the brand; and c) purchase intention; for resonant vs. non-resonant ads. 2. What type of consumers would prefer resonant ads over non-resonant ads? Hypotheses

21 Individual’s Need for Cognition (NFC) People have different motivation for thinking Some people enjoy thinking; others avoid thinking Low NFC prefer simple activities High NFC prefer complex activities do not process information extensively process information extensively Theoretical Backgrounds

22 Individual’s Need for Cognition (NFC) Resonant advertising creates multiple meanings Resonant advertising is persuasive for consumers who can enjoy multiple meanings High-NFC consumers tend to enjoy cognitively demanding tasks than low-NFC individuals Resonant advertising is effective for high NFC individuals Theoretical Backgrounds

23 H 4 : Attitude toward s resonant ads will be moderated by the individual’s regulatory focus. H 4 -1: A promotion-focused individual will have higher attitude towards resonant ads than non-resonant ads. H 4 -2: A prevention-focused individual will have the same level of attitude towards resonant ads as non-resonant ads. H6: High need for cognition (NFC) individuals will have higher: a) attitude towards the ad; b) attitude toward the brand; and c) purchase intention; for resonant vs. non-resonant ads. H7: Low need for cognition (NFC) individuals will have the same level of: a) attitude towards the ad; b) attitude toward the brand; and c) purchase intention; for resonant vs. non-resonant ads. 2. What type of consumers would prefer resonant ads over non-resonant ads? Hypotheses

24 Research Model Resonant ads vs. Non-resonant ads Consumer Response Promotion-focused vs. Prevention-focused High NFC vs. Low NFC

25 Experiments Step 1 Stimuli Development Step 2 One Depth Interview Two Pretests Step 3 Main Experiment Resonant advertising stimulus had to fulfill two conditions 1) The headline should convey multiple meanings within the ad 2) The multiple meanings should be reinforced in conjunction with an accompanying illustration Resonant advertising stimulus had to fulfill two conditions 1) The headline should convey multiple meanings within the ad 2) The multiple meanings should be reinforced in conjunction with an accompanying illustration

26 - an actual print ad of an international phone call service - deleted a real brand name - resonant advertising vs. non-resonant advertising - an actual print ad of an international phone call service - deleted a real brand name - resonant advertising vs. non-resonant advertising Experiments Step 1 Stimuli Development Step 2 One Depth Interview Two Pretests Step 3 Main Experiment

27 Experiments

28 - purpose of two pretests: to check out the validity of two ads - first pretest: 126 undergraduate students - second pretest: 158 adults (20s to 40s) - purpose of two pretests: to check out the validity of two ads - first pretest: 126 undergraduate students - second pretest: 158 adults (20s to 40s) Experiments Step 1 Stimuli Development Step 2 One Depth Interview Two Pretests Step 3 Main Experiment

29 - purpose of main experiment: to verify hypotheses - subjects: 353 adults - experiment design: 2(ad type) x 2(regulatory focus) x 2(NFC) between subject design - purpose of main experiment: to verify hypotheses - subjects: 353 adults - experiment design: 2(ad type) x 2(regulatory focus) x 2(NFC) between subject design Experiments Step 1 Stimuli Development Step 2 Two Pretests Step 3 Main Experiment Step 2 Two Pretests

30 Result ANOVA on Ad Attitude Moderating Effect of Regulatory Focus on Ad Attitude (Spotlight Analysis) Moderating Effect of Regulatory Focus on Brand Attitude (Spotlight Analysis) Moderating Effect of Regulatory Focus on Purchase Intention (Spotlight Analysis)

31 Result ANOVA on Ad Attitude Moderating Effect of Need for Cognition on Ad Attitude (Spotlight Analysis) Moderating Effect of Need for Cognition on Brand Attitude (Spotlight Analysis) Moderating Effect of Need for Cognition on Purchase Intention (Spotlight Analysis)

32 Discussion 1. It expands the scope of consumer research on the effect of direct versus indirect expressions in ads 2. It has verified the moderating role of regulatory focus and the level of need for cognition on ad attitude in a resonant ad context. Implications for Researchers

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