Involvement, Tolerance for Ambiguity, and Type of Service Moderate the Effectiveness of Probability Marker Usage in Service Advertising (CROSBI ID 256474)
Prilog u časopisu | izvorni znanstveni rad | međunarodna recenzija
Podaci o odgovornosti
Bušljeta Banks, Ivana ; De Pelsmacker, Patrick
engleski
Involvement, Tolerance for Ambiguity, and Type of Service Moderate the Effectiveness of Probability Marker Usage in Service Advertising
Results of two experiments reveal that the use of probability markers in advertisements affects brand attitude and purchase intentions, and that this is moderated by the type of service, customers’ involvement, and their level of tolerance for ambiguity. Services in the study were classified as more or less hedonic/utilitarian, and more or less involving. Probability markers affect consumers’ brand attitude and purchase intentions for less-involving services, while this effect is not significant for more- involving services. In addition, higher tolerance for ambiguity results in preference of hedges over pledges or no probability markers, while for consumers with lower tolerance for ambiguity the opposite holds. With regards to service type, for more-hedonic, less-involving services the use of hedges in advertising copy increases brand attitude and purchase intentions, while for more- utilitarian, less-involving services pledges result in highest levels of brand attitude and purchase intentions.
probability markers, tolerance for ambiguity, service type, advertising effectiveness
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nije evidentirano
nije evidentirano
nije evidentirano
nije evidentirano
nije evidentirano
Podaci o izdanju
Povezanost rada
Ekonomija, Kognitivna znanost (prirodne, tehničke, biomedicina i zdravstvo, društvene i humanističke znanosti)