Emotional Cues’ Effects on Grotesque Advertising

A growing literature is examining the potential of grotesque advertising. The aim of this study is to examine whether curiosity or boredom cues in a grotesque advertisement are more effective at enhancing brand attitude and how this effect is moderated by consumers’ construal level. Across three experimental studies, this research shows that a curiosity cue will be more effective among consumers with a high construal level, whereas a boredom cue will be more effective among consumers with a low construal level (Study 1 and an ancillary study, Study 2). Further, perceived fit (based on construal level) mediates these effects (Study 2). This study thus offers a fresh theoretical viewpoint on the efficacy of emotional advertising cues in enhancing consumer evaluations of grotesque advertising by investigating the moderating role of consumers’ construal level. These findings benefit marketers in developing effective advertising strategies featuring grotesque imagery. Full paper available at https://doi.org/10.1177/18393349211056373