Message Appeal Strategies Based on Offline Store POP Ad Type and Cognitive Fluency

View Full Paper

Ask AI

Bookmark

Share

Key Points

This study aims to explore how the regulatory focus of message types influences brand attitudes and how perceived cognitive fluency acts as a boundary condition.
Conducted a 2x2 experimental design comparing two types of POP advertising (AR vs. print) and two message types (promotion vs. prevention).
Measured consumer perceived cognitive fluency to analyze interactions among variables.
Investigated the combined effects of medium type and message focus based on cognitive fluency levels.
The three-way interaction among advertising type, message focus, and cognitive fluency reached a marginal significance level.
In groups with high cognitive fluency, the combination effect of medium type and message focus showed differential outcomes.
AR ads resulted in lower brand attitudes when combined with promotion-focused messages, while prevention-focused messages elicited more positive responses.

Examines how message focus affects brand attitudes in advertising, highlighting cognitive fluency's role.

No takes yet. Share an insight, caveat, or question.

Ji-Hyun Moon (2026) studied this question.

View Full Paper

Ask AI

Bookmark

Share