The Effect Of Message Lexical Concreteness On Customer Inspiration: The Moderating Roles Of Product Category And Regulatory Focus

Abstract

The concept of customer inspiration has only recently been conceptualized in marketing. This thesis examines the impact of marketing communication on customer inspiration. More specifically, it attempts to ascertain whether message type (concrete or abstract) has a significant impact on customer inspiration, and whether the extent to which a message inspires customers depends on product category (hedonic versus utilitarian) and individual differences among them (promotion versus prevention foci). An experimental design has been used to examine: 1) the impact of message type on customer inspiration, 2) the interaction between message type and product type, and 3) the interaction between message type, product type and individuals’ regulatory focus. Finding indicate that abstract messages are more inspiring than concrete messages, and that an abstract message has a greater impact on customer inspiration when the message is promoting a hedonic product, and promotion-oriented individuals are most likely to be inspired by abstract messages promoting hedonic products. Finding also reveal that there is no significant interaction between concrete messages, utilitarian products and a prevention regulatory focus. This study makes valuable theoretical and managerial implications in the bourgeoning area of customer inspiration.