The Importance of Dream in Advertising: Luxury Versus Mass Market

Amatulli, Cesare; Angelis, Matteo De; Pichierri, Marco; Guido, Gianluigi

doi:10.5539/ijms.v10n1p71

Cited by 14 publications

(5 citation statements)

References 28 publications

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“…Crucial for luxury companies to drive consumers to buy their products is their ability to inspire consumersʼ dream (e.g., Dubois & Paternault, 1995;Kapferer, 1997Kapferer, , 2017Kapferer & Valette-Florence, 2016;Phau & Prendergast, 2000). Communication strategies and tactics employed by luxury brands are factors that are certainly crucial to reach this goal (Amatulli, De Angelis, Pichierri, & Guido, 2018b;Roper, Caruana, Medway, & Murphy, 2013). Reflecting its importance, academic studies have deeply investigated the effect of several aspects of luxury goods communication-such as brand authenticity (Beverland & Luxton, 2005), the use of celebrities (Erdogan & Drollinger, 2008), the use of social media (Kim & Ko, 2012), the use of images versus text (e.g., Amatulli et al, 2018b), and the communication message appeal (Kwon, Seo, & Ko, 2016)-on consumersʼ emotions, attitudes, and behaviors (or behavioral intentions).…”

Section: Introductionmentioning

confidence: 99%

An investigation on the effectiveness of hedonic versus utilitarian message appeals in luxury product communication

Amatulli

Angelis

Donato

2019

Psychology and Marketing

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This research studies the role of hedonic versus utilitarian message appeals in luxury goods communication, investigating how using one or the other type of message appeal affects product perceived luxuriousness and, in turn, product attitude, and consumers' willingness to buy. This research presents three experiments in which message appeal and brand prominence have been manipulated, while perception of luxuriousness, attitude toward luxury products, willingness to buy them and consumers' conspicuous consumption orientation have been measured. Hedonic, compared with utilitarian, message appeals increase perceived luxuriousness, thereby increasing product attitude and consumers' willingness to buy the product promoted. This effect is particularly likely to occur for consumers with lower levels of conspicuous consumption orientation and for products carrying lowly prominent logos. We extend the literature on luxury communication by studying the effect of hedonic versus utilitarian message appeals on consumers' responses, and the literature on hedonism versus utilitarianism by studying this dichotomy in the context of luxury goods communication. This research suggests that different message appeals used in luxury goods communication produce different effects on consumers' responses and that this differential effectiveness is particularly likely to manifest for certain types of consumers and certain types of luxury products.

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Section: Introductionmentioning

confidence: 99%

An investigation on the effectiveness of hedonic versus utilitarian message appeals in luxury product communication

Amatulli

Angelis

Donato

2019

Psychology and Marketing

Self Cite

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“…On the tangible attributes front, luxury goods (compared to mass-market products) are in general superior in utilitarian value and functional characteristics: higher quality of the materials used, excellence of the manufacturing process, ease of use, craftsmanship, etc. (Amatulli et al, 2018a(Amatulli et al, , 2018bBelk, 1999;Kim and Johnson, 2015;Nueno and Quelch, 1998;Tynan et al, 2010). For instance, when luxury products in the food and beverages category are deemed of "excellent quality", it is to signal the superior value of their ingredients and the delicacy of their components (Vigneron and Johnson, 2004).…”

Section: Literature Review and Hypothesesmentioning

confidence: 99%

Effect of alcohol ad content regulations on young people: a multi-method study

Diouf

Lacoste-Badie²,

Droulers³

et al. 2023

JSOCM

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Purpose Upstream social marketers advocate implementing effective public policies to protect vulnerable populations from the impacts of advertising harmful products. This study aims to explore how alcohol ad content restrictions (as practised in some countries where ads may only convey factual information and objective properties of alcohol products) versus non-regulated advertising affect consumers’ product perceptions, attitude towards the ad and desire to drink. This study also examines how such restrictions influence the noticeability of text health warnings in ads (signalling alcohol-related risks) depending on their prominence. Design/methodology/approach A multi-method study was used to increase the validity of results. An online quantitative survey (n = 348) and an eye-tracking study (n = 184) were conducted on young French people (15–30). The eye-tracking method is particularly relevant for objectively measuring visual attention. Findings Results show that content restrictions on alcohol advertising reduce ad appeal and desire to drink. A more prominent format enhanced attentional processing of the text warning, whereas none of the tested ad contents influenced its noticeability. Practical implications This study assesses scientific evidence of the effect on alcohol ad content regulations adopted by some countries and provides arguments for upstream social marketers to inform and influence policymakers. Originality/value To the best of the authors’ knowledge, this is the first multi-method study that assesses the effect of regulated vs non-regulated alcohol ads in terms of persuasion and of text warning visibility.

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“…Finally, scholars tend to include only a few essential features in their definitions of luxury, ignoring others that are likely relevant, such as culture, because certain aspects of the luxury conception can be found at a rather different point than in another culture (Belk, 1999). Luxury certainly represents a broad and profitable sector, defined as a significant growth engine in many countries (Amatulli, De Angelis, Pichierri, & Guido, 2018).…”

Section: Luxury Luxury Brands and Luxury Consumptionmentioning

confidence: 99%

Social Media Marketing and Luxury Consumption: A Literature Review

Colella¹,

Amatulli²,

Martínez–Ruiz³

2019

IJMS

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People and companies worldwide are by now involved and attached to web 2.0 technologies and in particular to social media platforms. In this context, these digital technologies and social media have modified and improved the way to communicate and collaborate between companies and customers in all sectors through by implementing effective interaction mechanisms. However, the approach to social media and digital technologies in sectors such as luxury has been slower. Therefore, the main aim of this study is firstly to systematically examine and review the current studies conducted on the related area of social media and luxury marketing. Secondly, in addition to providing an overview of the main themes and trends covered by the relevant literature, this review has focused on the consumption of luxury and the dual dimension that it can take in a social media context. Third, a systematic review of the literature on academic research on social media marketing in luxury brands was conducted to collect, examine and synthesize the reactive studies. This review also provided important insights on social media marketing in luxury brands and key research topics were classified into three insights, on consumer behavior, brand awareness and advertising activities in a social media context. Therefore, this study, for both academics and marketer manager, could represent a solid theoretical basis for empirical studies on the phenomenon of social media marketing in the field of luxury marketing and luxury brands.

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The Importance of Dream in Advertising: Luxury Versus Mass Market

Cited by 14 publications

References 28 publications

An investigation on the effectiveness of hedonic versus utilitarian message appeals in luxury product communication

An investigation on the effectiveness of hedonic versus utilitarian message appeals in luxury product communication

Effect of alcohol ad content regulations on young people: a multi-method study

Social Media Marketing and Luxury Consumption: A Literature Review

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