More Proximal, More Willing to Purchase: The Mechanism for Variability in Consumers' Purchase Intention Toward Sincere vs. Exciting Brands.

ABSTRACT: Sincerity and excitement are core brand personality dimensions, which capture the majority of consumers' personality perceptions associated with brands. Previous research has demonstrated that consumers are more willing to purchase sincere brands than exciting brands. The present research addresses the mechanism underlying this variability. A total of four studies were conducted. Study 1 adopted survey-based design and manipulated brand personality by two versions of fictitious coffee brands. Results showed that sincere (vs. exciting) brands elicited more proximal psychological distance and in turn led to higher purchase intention. With a similar procedure, a different sample, and a different product (vacuum cup), Study 2 replicated the pattern demonstrated in Study 1. Moreover, the impact

SUBMITTER: Hu T 

PROVIDER: S-EPMC7330119 | biostudies-literature | 2020

REPOSITORIES: biostudies-literature