Consumer Anxiety and Assertive Advertisement Preference: The Mediating Effect of Cognitive Fluency
1School of Economics and Management, Northeast Normal University, Changchun, China.
Frontiers in Psychology
|June 16, 2022
Summary
Consumer anxiety positively influences attitudes toward assertive advertising. This effect is mediated by cognitive fluency, offering new strategies for advertisers to improve ad effectiveness.
Area of Science:
- Consumer Psychology
- Advertising Research
- Behavioral Economics
Background:
- Assertive advertising is often met with consumer resistance.
- Understanding factors influencing consumer receptiveness to advertising is crucial for marketers.
- Consumer emotional states can significantly impact advertising effectiveness.
Purpose of the Study:
- To investigate the relationship between consumer anxiety and attitudes toward assertive advertising.
- To explore the mediating role of cognitive fluency in this relationship.
- To provide actionable insights for enhancing assertive advertising strategies.
Main Methods:
- Two between-group experiments were conducted.
- Participants' emotional states (anxiety levels) were manipulated or measured.
- Attitudes toward assertive advertisements and cognitive fluency were assessed.
Main Results:
- Anxious consumers exhibited more positive attitudes toward assertive advertisements.
- Cognitive fluency was found to mediate the positive effect of consumer anxiety on advertising attitudes.
- The findings highlight the importance of emotional context in advertising reception.
Conclusions:
- Consumer anxiety can be leveraged to increase preference for assertive advertising.
- Cognitive fluency is a key mechanism through which anxiety influences advertising attitudes.
- Companies can develop strategies to manage consumer anxiety for improved advertising outcomes.
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