Self or other: Compatibility between emotion and message referent

We examined how compatibility between the self-/other-relatedness dimension of discrete emotion and the focal referent in advertisements (self or family) influence persuasive effect. We conducted 2 experiments and demonstrated that when respondents are primed with a self-related emotion (e.g., happiness, pride), an advertisement focused on self (vs. family) is more effective at producing a positive product attitude and in stimulating purchase intention. However, when respondents are primed with an other-related emotion (e.g., peacefulness, empathy), a message focused on family (vs. self) is more effective. Findings and theoretical and practical implications are discussed.