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In this article, the authors explore the role of affective appeals in advertising on
time-dependent decisionsthat is, decisions for the short term versus the long
term. They introduce the distinction between abstract and concrete affect and, in two
experiments, show that concrete affective appeals drive behavioral intentions more
Pennsylvania, The
Wharton School
drive behavioral intentions more strongly in the longer-term perspective. Their findings
gmenon@wharton.upenn.
edu
help extend our thinking on the role of emotional appeals in advertising as they
also introduce a new distinction in such appeals: concrete versus abstract affect.
The authors provide examples and illustrations for concrete and abstract affect and
discuss the implications of their finding.
INTRODUCTION
Nairn, 2006).
DOI: 10.2501/S0021849910091336
evoke
experience.
concrete
associations,
whereas
well.
to affective experiences.
findings.
crete affect.
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behavior.
perspective.
THE FUTURE?
decisions.
term decisions.
decisions.
Method
design.
June 2010 JOURNAL
abstract affect.)
affect manipulation.
driving.
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dismissed.
intended.
5.32
4.75
5.13
4.15
Concrete Affect
Buy a Car
Now
Buy a Car
in a Year
Figure 1Experiment 1:
Influence of Abstract
Versus Concrete Affect on
Behavioral Intentions
perspective)
Having
between-subjects ANOVA
viewed
concrete
affective
tors to form an abstract affect index (average of feelings of affection, warmth and
sentimentality, Cronbachs a = 0.93) and
concrete affect index (average of feelings
of desire, excitement and stimulation,
Table 1
Summary Statistics of Experiment 1
Mean (Standard Deviation)
perspective)
Buy a Car
Buy a Car
Buy a Car
Buy a Car
Now
ina Year
Now
ina Year
between-subjects
analysis
of variance (ANOVA) produced the predicted main effect of affect on the abstract
affect index (F(1, 97) = 8.60, p < 0.01).
Participants reported feeling stronger
abstract affect in the abstract affect condition (M = 3.76) than in the concrete affect
condition (M = 2.63). Similarly, participants reported feeling stronger concrete
affect in the concreteaffect condition (M =
3.15) than in the abstract affect condition
(M = 2.88), though this main effect of affect
Manipulation Check for Time Perspective. The two items of measuring time
5.13
(1.88)
(2.20)
5.32*
(1.67)
4.15
(1.88)
3.76*
2.63
(2.17)
(1.61)
2.88
3.15
(1.91)
(2.10)
4.75
Time Index
(2 items; r = 0.68; 19 scale with 9
2.35
(1.80)
(1.96)
perspective.
Discussion
ulations
explained further.
administered
through
Method
shorter term.
Future)
The
affect
literature
to
typically
cognition,
compares
concluding
between-subjects
full-factorial
that
condition). After this, the authors manipulated either a concrete affective goal
1996).
considering.
is evoked.
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or a cognitive goal:
perspective.
sage content.
Results
(intention to purchase ABC Hybrid and
(abstract
should
affect
manipulation)
(p > 0.10).
a 2 2 2 between-subjects ANOVA on
seven-point semantic-differentialscales. As
Panel A
Message Content Time Perspective
(Table 2).
Abstract Affective Ad
Concrete Ad
6
5
4
Table 2
Summary Statistics of Experiment 2
4.76
3.99
4.41
Mean
4.25
(Standard Deviation)
Abstract Affective Ad
Short-term
Long-term
Panel B
Goals Time Perspective
6
5
4
4.54
4.13
4.11
Short-term
Long-term
Figure 2Experiment 2:
Influence of Affect Versus
Reason (Cognition) on
Behavioral Intentions
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Buy a Car
Buy a Car
Buy a Car
Buy a Car
Tomorrow
Next Year
Tomorrow
Next Year
3.99
4.41b
4.76a
4.25
(1.50)
(1.15)
(1.05)
(1.23)
Cognitive Goal
Buy a Car
Buy a Car
Buy a Car
Buy a Car
Tomorrow
Next Year
Tomorrow
Next Year
4.67
(1.30)
4.13
4.11
(1.23)
(1.34)
4.54 b
(1.18)
Cognitive Ad Content
Content
Cognitive Message
4.09
3.33
(1.33)
(1.27)
Tomorrow
Next Year
Time Perspective
(1 item; 17 scale with 7 reflecting
3.84
5.55a
(2.09)
(1.51)
longer-term perspective)
a
Discussion
It is very important to
match the right time
perspective with the right
affective appeal to drive
crete affect.
GENERAL DISCUSSION
perspective).
consumer behavior.
(long-term perspective).
temporally?
longer-term perspective.
connection.
for Tide. If their product lives up to expectations, this short-term market may likely
Generalizing
from
the
persuasion:
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time.
inter-temporal influences.
References
Acknowledgements
The authors thank Durairaj Maheswaran, Leif
Nelson, Yaacov Trope, and the audience at a
special session at the Association for Consumer
Research for comments on earlier versions of
this research. Jennifer Jamieson, Rachel Carpenter, and Shagufta Gupta provided helpful assist-
short-term associations.
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Frederick,
S.,
G.
Loewenstein,
and
T.
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Loewenstein,
Schkade.
Press, 1996.
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F.,
and
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