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      Financially constrained consumer responses toward attribute- and goalframed advertisements

      1 , 2 , 1
      Social Behavior and Personality: an international journal
      Scientific Journal Publishers Ltd

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          Abstract

          The global outbreak of the COVID-19 epidemic has placed considerable financial constraints on people???s lives, which may have changed their attitude toward advertising. This study explored the differential persuasiveness of attribute- versus goal-framed advertising on consumers with various financial constraints. The results of two studies (ns = 93 and 79, respectively) showed that consumers with higher (vs. lower) financial constraints were more responsive to attribute-framed (vs. goal-framed) advertisements for a fictional airline, and that this relationship was mediated by processing fluency. This research contributes to the literature on message framing and offers guidance for marketers looking to improve their targeting through developing more tailored advertisements.

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          Author and article information

          Journal
          Social Behavior and Personality: an international journal
          soc behav pers
          Scientific Journal Publishers Ltd
          0301-2212
          September 06 2023
          September 06 2023
          : 51
          : 9
          : 1-11
          Affiliations
          [1 ]School of Media and Communication, and Center for Brand and Advertising Research, Wuhan Textile University, People's Republic of China
          [2 ]School of Media and Communication, Wuhan Textile University, People's Republic of China
          Article
          10.2224/sbp.12459
          99c5cd0f-b6fb-470d-ab7e-bb25ce25634d
          © 2023
          History

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