Self or other: Compatibility between emotion and message referent

• Yuanyuan Cai

  Shanghai University

• Li Pan

  Shanghai Jiao Tong University

• Jiaxun He

  East China Normal University

We examined how compatibility between the self-/other-relatedness dimension of discrete emotion and the focal referent in advertisements (self or family) influence persuasive effect. We conducted 2 experiments and demonstrated that when respondents are primed with a self-related emotion (e.g., happiness, pride), an advertisement focused on self (vs. family) is more effective at producing a positive product attitude and in stimulating purchase intention. However, when respondents are primed with an other-related emotion (e.g., peacefulness, empathy), a message focused on family (vs. self) is more effective. Findings and theoretical and practical implications are discussed.

1. Yuanyuan Cai, Shanghai University
   SILC Business School
2. Li Pan, Shanghai Jiao Tong University
   Antai College of Economics and Management
3. Jiaxun He, East China Normal University
   School of Business

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