Abstract

Wearable technologies combine functional performance tracking with features aimed at supporting users’ emotional well-being, creating challenges for advertisers in framing marketing communications. This thesis examines how functional versus emotional advertising appeals influence consumer attitudes and purchase intentions towards wearable technology products and whether these effects depend on consumers’ motivational goal orientation (performance-oriented vs. well-being-oriented), as well as the mediating roles of perceived instrumentality and emotional connection. Study 1 finds no significant advertising appeal effects on attitudes or purchase intention. Study 2 introduces consumer goal orientation as a moderator and tests the full moderated mediation model. Results indicate that neither advertising appeal framing, goal orientation, nor their interaction significantly influence perceived instrumentality, emotional connection, attitudes, or purchase intention. Although the present study offered limited evidence for the influence of message appeal or goal orientation, it underscores the complexity of individuals’ responses to wearable technologies and highlights the need for further research examining additional moderating variables. This thesis contributes to the consumer behavior and advertising literature by clarifying the role of motivational context in shaping responses to wearable technology advertising. The findings offer managerial implications for product positioning and communication strategies and provide guidance for firms marketing multifunctional technologies to consumers with diverse motivational priorities.