The impact of advertising self-presentation style on customer purchase intention

Abstract

Purpose

The purpose of this paper is to propose the self-presentation styles of advertising influence consumer self-image, which in turn influence purchase intention.

Design/methodology/approach

Using virtual brands as stimuli in a series of experiments, this study collects data on consumer self-image and purchase intention in the conditions of different advertising styles.

Findings

While consumer self-image mediates the relationship between advertising self-presentation style and purchase intention, the consumption situation (public vs private) moderates the relationship between self-presentation style, consumer self-image and purchase intention. That is, self-enhancing advertising promotes customers’ ideal self, which in turn increases their purchase intention for publicly consumed products, whereas self-deprecating advertising solicits customers’ real self, which in turn increases their purchase intention for privately consumed products.

Practical implications

This study informs product/brand managers and marketers of the importance of aligning the self-presentation style of advertising with the consumption situation of the product being advertised.

Originality/value

Based on self-consistency theory, this study not only finds a relationship between the self-presentation style of advertising and purchase intention, but also uncovers the mediating role of self-image in this relationship. Furthermore, the relationship chain of “self-presentation style of advertising – self-image – purchase intention” is moderated by the consumption situation of the product. This is one of the first studies to explore the intricacies of these relationships.

Citation

Zeng, F., Li, W., Wang, V.L. and Guo, C. (2020), "The impact of advertising self-presentation style on customer purchase intention", Asia Pacific Journal of Marketing and Logistics, Vol. 32 No. 6, pp. 1242-1254. https://doi.org/10.1108/APJML-03-2019-0150