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The busier, the more outcome-oriented? How perceived busyness shapes preference for advertising appeals

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  • Wang, Xiaoqin
  • Han, Xinying
  • Wu, Zhangjian
  • Du, Jiangang
  • Zhu, Liya

Abstract

This research investigates the different preferences for cognitive (vs. affective) advertisements among individuals with high (vs. low) perceived busyness. To test the hypotheses, three studies were conducted. First, a laboratory experiment first tested this main effect, finding that individuals with high perceived busyness display a stronger preference for cognitive advertisements, while those with low perceived busyness are more receptive to affective advertisements. Next, a field experiment confirmed this main effect and revealed the mediating roles of outcome and process mindsets. Specifically, individuals experiencing high perceived busyness, inclined towards an outcome mindset, preferred cognitive advertisements, whereas those with low perceived busyness, adopting a process mindset, favored affective advertisements. Lastly, secondary data analysis further validated the hypothesis, reinforcing the relationship between perceived busyness, cognitive processing styles, and advertisement preferences. These findings deepen our understanding of how perceived busyness interacts with processing styles and ad preferences, offering practical insights for strategic marketing and targeted advertising efforts.

Suggested Citation

  • Wang, Xiaoqin & Han, Xinying & Wu, Zhangjian & Du, Jiangang & Zhu, Liya, 2025. "The busier, the more outcome-oriented? How perceived busyness shapes preference for advertising appeals," Journal of Retailing and Consumer Services, Elsevier, vol. 84(C).
    • Handle: RePEc:eee:joreco:v:84:y:2025:i:c:s0969698924004685
    DOI: 10.1016/j.jretconser.2024.104172
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    References listed on IDEAS

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