Marketing Seminar（2016-21）

Title: “Buy It Now”: Reactance Effect of the Advertising Slogan

Speaker:Xuefang Wang, Peking University

Time: 13:30-15:00, Wednesday, December 14

Place: RoomK01, Guanghua Building 2

Abstract:

Based on reactance theory, this study investigates the effects of two kinds of different advertising slogans on the time dimension (buy it now vs. buy it anytime) on consumers’ product preference. The results are as follows:①Compared to the advertising slogan of “buy it anytime”, the advertising slogan of “buy it now” will evoke consumers’ psychological reactance and reduce their preference and valuation of the product;②This reactance effect is mediated by consumers’ perceived degree of being violated;③Cognitive load can moderate this reactance effect. For consumers with lower cognitive load, the advertising slogan of “buy it now” will reduce consumers’ product preference, but this reactance effect will not happen for the consumers with higher cognitive load;④The advertising slogan of “buy it now” will not reduce consumers’ rating of specific product attributes and will not change consumers’ emotions significantly.

Introduction:

Xuefang Wang is currently studying at Marketing Department, Guanghua School of Management, Peking University. Her primary research interests include time and consumer decision making, prosocial behavior, communication strategy etc.

Your participation is warmly welcomed!