The Role of Pride Appeals and Self-Construal in Advertising

This research investigates the effectiveness of authentic and hubristic pride appeals depending on one’s accessible self-construal. Across two experimental studies, findings reveal a match effect between an authentic pride appeal and an ad that evokes an interdependent self-construal and a match effect between a hubristic pride appeal and an ad that evokes an independent self-construal. Study 1 examines these relationships in the context of promoting sunscreen to protect one’s skin health and Study 2 examines these relationships in the context of promoting the flu vaccination. Additionally, serial mediators that facilitate these match effects are identified. This research offers both theoretical contributions and managerial implications.