Seeing the forest through trees: advertising appeals, product involvement, and construal level

This study examined the differences between the effects of various advertising appeals, product involvement (PI) and construal level (CL) on consumer responses. 540 participants were selected for three between-groups design studies (3 x 2 x 2). While each study had six groups, the first study examined the different effects of functional, emotional, and functional-emotional advertising considering PI (high vs. low) on consumer responses. The second study explored the same difference in the same context but for concrete CL consumers and the third study focused on abstract ones. Finally, MANCOVA was used to test the hypotheses. Based on the findings, generally there is a significant difference between the responses of six groups of each study. Findings also showed that advertisement attitude were different among the groups of all studies. It was true about product attitude in the first and second studies, and perceived value in the first and third studies.