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

Resonant advertisements—which employ a twist or deviation to create multiple meanings—commonly are used by marketing practitioners.

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

Jieun Choi

Kangwon National University

Charles R. Taylor

Villanova University

Doo-Hee Lee

Korea Universit

WARC subscribers can sign in to keep reading

Not a subscriber?

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

WARC consistently delivers valuable insights that help to make me look like an expert in front of my colleagues and clients.

Dasha Boryso
Strategy Partner, Fetch

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands