The effectiveness of assertive advertising in the travel and hospitality industry remains unclear, despite its prevalence. This study investigates the role of customers' self-concept clarity (SCC) and brand perception in their response to assertive ads across various contexts, including hotels, restaurants, and tourism destinations. Five studies reveal that high-SCC customers prefer assertive ad messages, while low-SCC customers favor a gentler approach, as they seek to verify their self-concepts. Additionally, brand perception moderates this relationship: high-SCC customers prefer assertive ads for competent or neutral brands, while low-SCC customers prefer them for warm brands. These findings contribute to the understanding of advertising effectiveness in the travel and hospitality industry and provide valuable insights for marketers to develop targeted campaigns based on SCC and brand personality.

中文翻译：

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自信还是非自信？清晰的自我概念如何影响顾客对广告消息的反应


尽管自信广告很普遍，但其有效性在旅游和酒店业的有效性仍不清楚。本研究调查了顾客的自我概念清晰度 （SCC） 和品牌认知度在他们对各种情境（包括酒店、餐厅和旅游目的地）自信广告的反应中的作用。五项研究表明，高 SCC 客户更喜欢自信的广告信息，而低 SCC 客户则喜欢更温和的方法，因为他们寻求验证自己的自我概念。此外，品牌认知度会调节这种关系：高 SCC 顾客更喜欢有能力或中性品牌的自信广告，而低 SCC 顾客更喜欢温暖的品牌。这些发现有助于了解旅游和酒店业的广告效果，并为营销人员提供有价值的见解，以根据 SCC 和品牌个性制定有针对性的活动。