The impact of Spanish pronouns of address on ad persuasiveness.
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2024-08-14
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en
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Addressing customers with a formal/informal pronoun of address can impact consumer responses. This study investigated the influence of formal and informal pronouns of address in advertising slogans on ad persuasiveness and brand evaluation in Spanish. In the first part, participants rated three ads using formal/informal slogans on ad persuasiveness. In the second part, participants rated a warm/competent brand description with a formal/informal slogan. The results showed no effect of pronouns of address on ad persuasiveness or price estimation, nor did informal/formal pronouns result in higher scores for a warm/competent brand. The competent description resulted in a higher estimated price. Age did not affect ad appreciation or brand evaluation of ads using the formal pronoun, but involvement increased ad persuasiveness and brand evaluation regardless of the pronoun used. In conclusion, formal/informal pronouns of address in advertising slogans do not influence ad persuasiveness or brand evaluation in Spanish.
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Faculteit der Letteren