Exploring the Impact of Informational and Transformational Message Styles in Menstrual Communication
(A2024-119428)

AUTHORS

Vita Kadile, University of Leeds; Christina Papadopoulou, University of Leeds; Gabrielle Malone, University of Leeds

ABSTRACT

The narrative surrounding menstruation is undergoing a transformation from a culture of embarrassment to one of empowerment. This shift creates an opening for advertisers to integrate innovative communication approaches in their promotional content. Our study adds to the existing pool of knowledge on menstrual product advertising and consumer behaviour by investigating two distinct messaging styles (informational and transformational) and their influence on purchase intention. This impact is mediated by the perceived emotional value. Employing a between-subjects experimental design, we conducted scenario-based trials involving a cohort of consumers based in the UK. Furthermore, we delved into the moderating effects of perceived authenticity and consumer construal levels. The findings reveal that the perceived emotional value acts as a mediator in the relationship between message style and purchase intention. Notably, the study underscores that a transformational message style is more adept at evoking perceived emotional value compared to an informational message style. By scrutinizing previously unexplored relationships within these constructs, our research yields substantial theoretical insights and imparts practical recommendations of value to marketing managers.