Papadopoulou, C. orcid.org/0000-0001-6131-3164, Hultman, M. and Oghazi, P. (2025) Authenticity Perceptions of Informational and Transformational Advertising: Decoding the Role of Construal Level Mindset. Psychology and Marketing, 42 (3). pp. 817-841. ISSN 0742-6046
Abstract
Femvertising, a progressive advertising approach, combines product promotion with empowering messages for women. Recent trends, especially in feminine hygiene, have shifted towards such empowering narratives, moving away from traditional stigmatized portrayals of women. This research investigates how femvertising impacts consumer perceptions in feminine hygiene advertising. Focusing on transformational versus informational advertising, we examine femvertising's effects on purchase behavior together with the role of perceived authenticity, and the impact of consumers’ construal level mindset. The findings from four experimental studies reveal that transformational messages significantly boost purchase behavior more than informational ones. Key to this effect is the alignment of message framing with the consumer's construal level and the mediating role of perceived authenticity. These results provide critical insights for brands using femvertising strategies, emphasizing the importance of authentic, resonant messages aligned with the target audience's mindset.
Metadata
Item Type: | Article |
---|---|
Authors/Creators: |
|
Copyright, Publisher and Additional Information: | © 2024 The Author(s). Psychology & Marketing published by Wiley Periodicals LLC. This is an open access article under the terms of the Creative Commons Attribution License, which permits use, distribution and reproduction in any medium, provided the original work is properly cited. |
Keywords: | construal level mindset, femvertising, Informational/transformational advertising, perceived authenticity |
Dates: |
|
Institution: | The University of Leeds |
Academic Units: | The University of Leeds > Faculty of Business (Leeds) > Marketing Division (LUBS) |
Depositing User: | Symplectic Publications |
Date Deposited: | 12 Dec 2024 14:00 |
Last Modified: | 06 Mar 2025 13:44 |
Status: | Published |
Publisher: | Wiley |
Identification Number: | 10.1002/mar.22153 |
Sustainable Development Goals: | |
Open Archives Initiative ID (OAI ID): | oai:eprints.whiterose.ac.uk:220714 |