Authenticity and Exclusivity Appeals in Luxury Advertising: The Role of Promotion and Prevention Pride

European Journal of Marketing, Vol. 54 No. 6, pp. 1305-1323. https://doi.org/10.1108/EJM-10-2018-0690

The University of Auckland Business School Research Paper Series

Posted: 7 Dec 2021

See all articles by Felix Septianto

Felix Septianto

The University of Auckland

Yuri Seo

University of Auckland Business School

Billy Sung

Curtin University

Fang Zhao

Jilin University

Date Written: 2020

Abstract

Purpose
This study aims to investigate how the effectiveness of luxury advertising can be improved by matching the emotional (promotion pride vs prevention pride) and luxury value (authenticity vs exclusivity) appeals within advertising messages.

Design/methodology/approach
Three experiments were conducted. Studies 1A and 1B establish the influence of incidental emotions and regulatory focus on consumer preferences for divergent luxury value appeals (exclusivity vs authenticity) within advertisements. Study 2 shows the match-up effects of congruent emotional and luxury value appeals on advertising effectiveness.

Findings
The authors offer causal evidence that promotion pride increases the preference for exclusivity appeals, whereas prevention pride increases the preference for authenticity appeals in luxury advertising.

Research limitations/implications
The study offers a novel perspective into the ways consumers evaluate different value appeals in luxury advertising and establishes the important role played by emotions within such evaluations.

Practical implications
Marketers of luxury products can increase the effectiveness of their advertising campaigns by considering the fit between emotional and luxury value appeals. Specifically, the authors show that the congruent matching of promotion pride with exclusivity appeals and of prevention pride with authenticity appeals within advertising messages can elicit more favorable consumer responses.

Originality/value
The study is the first to illustrate novel “match-up” effects: it shows when and how different luxury value appeals (exclusivity vs authenticity) and emotions (promotion pride vs prevention pride) influence the effectiveness of luxury advertising.

Full paper available at https://doi.org/10.1108/EJM-10-2018-0690

Keywords: Authenticity, Prevention focus, Promotion focus, Pride, Luxury advertising, Exclusivity

Suggested Citation

Septianto, Felix and Seo, Yuri and Sung, Billy and Zhao, Fang, Authenticity and Exclusivity Appeals in Luxury Advertising: The Role of Promotion and Prevention Pride (2020). European Journal of Marketing, Vol. 54 No. 6, pp. 1305-1323. https://doi.org/10.1108/EJM-10-2018-0690, The University of Auckland Business School Research Paper Series, Available at SSRN: https://ssrn.com/abstract=3976507

Felix Septianto (Contact Author)

The University of Auckland ( email )

12 Grafton Rd
Private Bag 92019
Auckland, 1010
New Zealand

Yuri Seo

University of Auckland Business School ( email )

12 Grafton Rd
Private Bag 92019
Auckland, 1010
New Zealand

Billy Sung

Curtin University ( email )

Kent Street
Bentley
Perth, WA WA 6102
Australia

Fang Zhao

Jilin University

Guilin Road
Chaoyang, Changchun 130021
China

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