How highly creative product descriptions lead to attitude change: a dual-process model

Yao, Fei-Si; Shao, Jin-Yu

doi:10.1080/20445911.2021.1876713

Cited by 2 publications

(2 citation statements)

References 86 publications

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“…The literature identifies creative and non-creative styles as the two mainstream approaches to describe a product in the text (Kronrod and Danziger, 2013 ). The former uses more rhetorical devices with figurative language using analogies, such as metaphors and personification (Ang and Low, 2000 ; Dahlén et al, 2008 ; Landau et al, 2019 ; West et al, 2019 ; Yao and Shao, 2021 ). The non-creative text descriptions are just what their name suggests—they do not contain rhetorical appeals, and the words and phrases have plain dictionary meaning (Kronrod and Danziger, 2013 ; West et al, 2019 ; Yao and Shao, 2021 ).…”

Section: Theory and Hypothesesmentioning

confidence: 99%

“…The former uses more rhetorical devices with figurative language using analogies, such as metaphors and personification (Ang and Low, 2000 ; Dahlén et al, 2008 ; Landau et al, 2019 ; West et al, 2019 ; Yao and Shao, 2021 ). The non-creative text descriptions are just what their name suggests—they do not contain rhetorical appeals, and the words and phrases have plain dictionary meaning (Kronrod and Danziger, 2013 ; West et al, 2019 ; Yao and Shao, 2021 ). For example, the description of earphones as “Soft and skin-friendly silicone earplugs, your ears feel like they are touching a baby's skin” from Netease YANXUAN is more creative than the non-creative statement “Featuring a comfortable silicone earplug design” from Taobao (see the Supplementary Material for more marketing practices for the two description styles).…”

Section: Theory and Hypothesesmentioning

confidence: 99%

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Is Creative Description Always Effective in Purchase Intention? The Construal Level Theory as a Moderating Effect

2021

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Recent years has witnessed a rapid growth in online shopping. This paper draws from the construal level theory to examine the divergent effects of the creative text descriptions of products on consumers' purchase intention in an online context. It also investigates consumers' construal level and the moderating role of construal level in this relationship. An assumption has been made that the creative description embraces more rhetorical devices with analogies. In doing so, such texts are in need of consumers who are having a more abstract, top-down, flexible mindset, which makes it more persuasive to some consumers with high-level construal. Three experiments add evidence to this study. These results suggest that the creative text descriptions are generally more persuasive than the non-creative ones in an online context, and that the persuasiveness of the creative descriptions can be accentuated (vs. attenuated) especially for high- (vs. low-) level construal individuals. The findings hold various theoretical implications for the creative marketing messages and construal level theory. First, in the current research, broadening, and integrating relevant research were possible by exploring the creative language in an online context. Also, it demonstrates that construal level—that is, consumers' internal thoughts, rather than external factors—influences their preference for a creative description style, thus helping extend the applications of the construal level theory to the field of creative marketing communications and integrate the research discoveries in metaphor communication.

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