Abstract
Effects of advertising message appeal and framing on
therapeutic shopping motivation in the COVID-19 context
by He Yitong
Master of Department Clothing and Textiles
Graduate School of Kyung Hee University
Advised by Dr. Sojin Jung
Fashion companie...
Abstract
Effects of advertising message appeal and framing on
therapeutic shopping motivation in the COVID-19 context
by He Yitong
Master of Department Clothing and Textiles
Graduate School of Kyung Hee University
Advised by Dr. Sojin Jung
Fashion companies have paid attention to 'retail therapy' to relieve negative emotions through shopping. This study was intended to suggest an advertising creative strategy by reflecting interest in healing consumption during the COVID-19 period. In this vein, the purpose of this study was to investigate effective advertisement messages strategies to promote consumers’ therapeutic shopping motivations in the COVID-19 context.
In Study 1, a content analysis of COVID-related advertising messages was conducuted. This study collected advertisements of top 100 global brand (Interbrand, 2020) during COVID-19, and classified advertisement appeals based on the five needs of Maslow's Hierarchy. From March 2020 to August 2021, this study analyzed 105 advertisements from 57 brands. As a result, three types of advertising appeal were emerged: (1) human relations, (2) challenge/self-actualization, and (3) sanitation/safety.
In Study 2, a between-subjects experimental study was designed with development stimuli. A virtual athleisure brand advertisement was developed in which advertising appeal and message framing were manipulated. To examine the effect of advertising appeal and messgage framing on therapeutic shopping motivation, 3 (advertising appeal type: human relationship, challenge/self-actualization, sanitation /safety) x 2 (message framing: positive, negative) stimuli were developed. Moreover, the moderating effect regulatory focus tendency (promotion vs. prevention) was tested in the relationship between message types (advertising appeal, message framing) and therapeutic shopping motivation. After manipulation check, 312 Chinese consumers’ responses were collected by an online survey company. Data were analyzed by one-way analysis of covariance (ANCOVA), and three-way analysis of variance (ANOVA) in SPSS 25.0
The results of this study are as follows. First, human relationship appeal group revelaed the highest therapeutic shopping motivation, and there was no difference between sanitation /safety and challenge/self-actualization types. Second, an interaction effect of advertising appeal and message framing on therapheutic shopping motivation was significant. Furthermore, this study found the interaction effect was moderated by consumers’ regulatory focus. The regulatory fit (positive framing-promotion focus, negative framing-prevention focus) of message framing and the regulatory focus tendency showed greater therapeutic purchase motivation than that of non-fit groups (positive framing-prevention focus, negative framing-promotion focus). In the promotion focus, the challenge/self-actualization appeal type showed the highest level of therapheutic shopping motivation, whereas human relationship appeal revealed the greatest motivation in the prevention focus.
This study added a body of knowledge to the retail therapy literature by providing empirical evidence of improving therapheutic shopping motivations in the COVD-19 contex. Also, the findings of this study suggested very important managerial and practical implications for effective advertising strategies to boost consumers’ shopping motivation.
Abstract
Effects of advertising message appeal and framing on
therapeutic shopping motivation in the COVID-19 context
by He Yitong
Master of Department Clothing and Textiles
Graduate School of Kyung Hee University
Advised by Dr. Sojin Jung
Fashion companies have paid attention to 'retail therapy' to relieve negative emotions through shopping. This study was intended to suggest an advertising creative strategy by reflecting interest in healing consumption during the COVID-19 period. In this vein, the purpose of this study was to investigate effective advertisement messages strategies to promote consumers’ therapeutic shopping motivations in the COVID-19 context.
In Study 1, a content analysis of COVID-related advertising messages was conducuted. This study collected advertisements of top 100 global brand (Interbrand, 2020) during COVID-19, and classified advertisement appeals based on the five needs of Maslow's Hierarchy. From March 2020 to August 2021, this study analyzed 105 advertisements from 57 brands. As a result, three types of advertising appeal were emerged: (1) human relations, (2) challenge/self-actualization, and (3) sanitation/safety.
In Study 2, a between-subjects experimental study was designed with development stimuli. A virtual athleisure brand advertisement was developed in which advertising appeal and message framing were manipulated. To examine the effect of advertising appeal and messgage framing on therapeutic shopping motivation, 3 (advertising appeal type: human relationship, challenge/self-actualization, sanitation /safety) x 2 (message framing: positive, negative) stimuli were developed. Moreover, the moderating effect regulatory focus tendency (promotion vs. prevention) was tested in the relationship between message types (advertising appeal, message framing) and therapeutic shopping motivation. After manipulation check, 312 Chinese consumers’ responses were collected by an online survey company. Data were analyzed by one-way analysis of covariance (ANCOVA), and three-way analysis of variance (ANOVA) in SPSS 25.0
The results of this study are as follows. First, human relationship appeal group revelaed the highest therapeutic shopping motivation, and there was no difference between sanitation /safety and challenge/self-actualization types. Second, an interaction effect of advertising appeal and message framing on therapheutic shopping motivation was significant. Furthermore, this study found the interaction effect was moderated by consumers’ regulatory focus. The regulatory fit (positive framing-promotion focus, negative framing-prevention focus) of message framing and the regulatory focus tendency showed greater therapeutic purchase motivation than that of non-fit groups (positive framing-prevention focus, negative framing-promotion focus). In the promotion focus, the challenge/self-actualization appeal type showed the highest level of therapheutic shopping motivation, whereas human relationship appeal revealed the greatest motivation in the prevention focus.
This study added a body of knowledge to the retail therapy literature by providing empirical evidence of improving therapheutic shopping motivations in the COVD-19 contex. Also, the findings of this study suggested very important managerial and practical implications for effective advertising strategies to boost consumers’ shopping motivation.
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