Effects of consumers' self -esteem and self -related mental imagery on the persuasiveness of marketing communications.

Abstract

Some marketing communications today include direct or indirect references to the consumer, whereas others do not. You're a champion and I'm your racquet exemplifies a direct reference. On the other hand, Buy one adult ticket, bring one child for free would characterize an indirect reference. The question is whether or not these appeals are actually effective in enhancing the persuasibility of the communication; and if they are why and how they work. Essay 1 focuses on direct self-referencing, and Essay 2 studies indirect self-referencing. Accordingly, this dissertation proposes a framework to investigate the effects of consumer self-esteem and self-related mental imagery on the persuasiveness of marketing communications which include self-reference appeals. Essay I is concentrated on consumer feelings of self-evaluation and self-worth. Two laboratory experiments demonstrate that establishing a 'match' between the type of appeal used in the advertisement and audience self-esteem level improves consumer evaluations. Accordingly, an <italic>acknowledging</italic> strategy works better for people with higher levels of self-esteem, while a <italic>boosting</italic> strategy works better for lower self-esteem people in enhancing attitudes. This process rests on congruence and degree of argumentation. Essay 2 focuses on mental imagery, which is defined as a mental event involving visualization of a concept or relationship. A series of three laboratory experiments introduce the systematic study of <italic>self-relatedness </italic> into existing frameworks of mental imagery. They further illustrate the potential of various subtle strategies used in the presentation of verbal and visual stimuli on evoking increased self-related mental imagery, which in turn, results in the communication to be evaluated more favorably. The moderating influence of individual self-esteem on the mediating effect of mental imagery is also examined.