Do Resonant Advertisements Resonate with Consumers? The Interaction of Wordplay, Regulatory Focus, and Need for Cognition and Its Impact on Persuasion

Abstract

Resonant advertisements which employ a twist or deviation to create multiple meanings commonly are used by marketing practitioners. Despite the prevalence of such advertisements, little academic research has investigated their ability to persuade consumers. The current study tested whether resonant advertisements are more persuasive than nonresonant advertisements. It also focused on two key individual characteristics regulatory focus and need for cognition that may influence the effectiveness of resonant advertising. Results suggest that resonant advertisements may be effective for cutting through clutter and persuading consumers, although such positive effects on attitudes toward the brand and purchase intention may be realized only when consumers exhibit certain individual characteristics.