Purpose: This paper aims to examine how mortality-related sadness, as compared to other emotions such as fear, anger and happiness, can leverage the effectiveness of fresh start appeals. Design/methodology/approach: Drawing upon the consumption-based affect regulation principle, this paper...

Awe represents a powerful positive emotion that has received limited examination in the advertising context. The present research draws on construal-level theory to shed light on when and how awe increases persuasion. Across five experimental studies, we show that the effect of awe elicits an...

Purpose: This study aims to investigate how the effectiveness of luxury advertising can be improved by matching the emotional (promotion pride vs prevention pride) and luxury value (authenticity vs exclusivity) appeals within advertising messages. Design/methodology/approach: Three experiments...