The Effects of Competence and Warmth Appeals on Luxury and Sustainable Brand Advertising: The Moderating Role of Construal Level

Abstract

This research examines how warmth and competence advertising can be effectively utilized in luxury and sustainable brand advertising. Across four experimental studies, this research shows diametrically opposite “match-up” effects between advertising appeals and construal levels for luxury and sustainable brands. For a luxury brand, consumers show favorable evaluations when a warmth (competence) appeal is combined with a high (low) construal level. In contrast, for a sustainable brand, consumers show favorable evaluations when a competence (warmth) appeal is combined with a high (low) construal level. Further, these match-up effects are mediated by two distinct mechanisms: brand admiration (a high construal level) and processing fluency (a low construal level). Theoretical and managerial implications from these findings are discussed.