Relationship (breakup) reminders drive online advertising effectiveness

This research investigates the effect of using relationship (breakup) reminders in advertising on click-through rates. While previous research has found that relationship reminders may backfire when consumers lack or no longer have certain social relationships (e.g., close friends, family, or a romantic partner), the authors propose that ad messages encouraging consumers after a relationship breakup, as compared with simply reminding them of a current relationship, will increase consumer perceptions of social support from a brand. This is because consumers may find readily available social support from a brand when coping with a relationship breakup. This, in turn, will pique their interest in the brand and prompt them to seek more information. Across two experimental studies, the results show that consumers who are exposed to ad messages encouraging them after a relationship breakup (vs. reminding them of a current relationship) feel greater social support, leading to higher click-through rates. Furthermore, this effect is moderated by destiny beliefs. These findings contribute to the implicit theories of relationships and the consumer-brand relationship literature by demonstrating how destiny beliefs are important to understanding consumer responses to advertisements utilizing relationship (breakup) messages. Furthermore, the findings can benefit marketers when designing relationship reminders in online advertising.