The effect of competition mind-set on persuasion: mediation role of processing style

Abstract

Purpose The purpose of this paper is to examine the effect of a competition mind-set on persuasion. Specifically, this research examined the effect of a fit between a competition mind-set and messages on the persuasive effectiveness. Design/methodology/approach Participants were randomly assigned to a condition of 2 (competition: competition mind-set vs control) × 2 (message: concrete feasibility vs abstract desirability) between-subjects design. Findings This research demonstrated that participants in the competition mind-set (vs control) condition expressed the messages as more persuasive and evaluated the product more favorably when they were exposed to concrete feasibility messages. Furthermore, this effect was mediated by a local processing style. Originality/value The present research provides a useful marketing communication strategy. For the effectiveness of messages, concrete feasibility-related merits should be emphasized in competition contexts.

The matching effect of anthropomorphized brand roles and product messaging on product attitude

“…Extant literature shows that the matching of construal levels in communication structure positively influences product attitude (e.g. Chang et al, 2015;Kim, 2019;Lee and Aaker, 2004;Shepherd et al, 2013;Yang et al, 2011). When the target object information is conveyed in a way that matches consumers' mental representation of the target, such fit increases the information fluency or the ease of comprehension, thus yielding more favorable attitudes toward the target (Chae and Hoegg, 2013;Jiang et al, 2019;Kramer and Min Kim, 2007).…”