The influence of self-concept on ad effectiveness: Interaction between self-concept and construal levels on effectiveness of advertising

ABSTRACT

This study examines the role of self-concept in consumer responses to advertising messages. Specifically, this study postulates that matching advertising message framing (concrete vs. abstract) with consumers’ self-concept (actual vs. ideal self) should yield positive ad evaluation. Results from an experimental study suggest that individuals primed into their actual self evaluated the concrete ad message more favorably than they did the abstract ad message. In contrast, those primed into their ideal self responded more favorably to the abstract ad than to the concrete ad. Implications from the study and suggestions for future research are provided.

KEYWORDS:

• Construal level theory
• self concepts (actual vs. ideal)
• advertising message framing
• advertising effectiveness