ABSTRACT
Advertising can focus on concrete product attributes or on lifestyle expressions and abstract benefits. In the context of print advertising for luxury brands, the authors explored the relationship among advertising style (product-based versus lifestyle-building), advertising language (abstract versus concrete), and consumers' willingness to pay through the lens of construal level theory, which analyzes the way consumers interpret the brand. The study found that lifestyle branding was related to high language abstractness; product-based branding was related to language concreteness; and construal level was a mediator, enhancing willingness to pay when low. The use of abstract language and lifestyle-based advertising therefore requires careful consideration.
- Received June 17, 2017.
- Received (in revised form) March 22, 2018.
- Accepted May 1, 2018.
- Copyright© 2020 ARF. All rights reserved.
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Vol 60 Issue 1
