Discovering a way to affect customer’s understandability and involvement is always important for both research implication and practical implication. For Weavism in the very first stage of its business with a discriminant ideology, making customer understand and also persuading them to assimilate to that ideology is the main challenges it has to face. In order to help Weavism find a solution for advertising programs to implement those goals, this research base on the construal level theory in the psychology field about the work of words and pictures applied to brand ideology and product features presentation to activate different motives (assimilation or differentiation), affect customer understandability, involvement or even attitude towards brand etc.
The results showed that using word for the brand ideology and picture for the product features is the best combination in advertisement which can help to generate higher motives for assimilation, higher involvement to the ideology and also to the brand, and higher attitude towards brand and purchase intention. This result can be applied for other company in the fashion industry or even in other industry to help them understand better customer mindset, henceforth, make the most effective decision for marketing and advertisements.

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