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A Τypology of Minimalism in Advertising Read chapter Read first chapter

2017 | OriginalPaper | Chapter

Nothing Beats Quality? The Influence of Consumer Testing Signs on the Evaluation of Print Ads

Authors : Mag. Carina Havlicek, Eva Marckhgott, MSc

Published in: Advances in Advertising Research VIII

Publisher: Springer Fachmedien Wiesbaden

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In times of an ever increasing product and brand diversity, as well as an information overload, catching the consumer´s attention has become more important than ever. This study investigates the influence of additional consumer testing signs (e.g., Stiftung Warentest) on the effectiveness of print advertisements (measured by attitude toward the brand, attitude toward the ad, purchase intention).

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Metadata
Title
Nothing Beats Quality? The Influence of Consumer Testing Signs on the Evaluation of Print Ads
Authors
Mag. Carina Havlicek
Eva Marckhgott, MSc
Copyright Year
2017
Book
Advances in Advertising Research VIII

Print ISBN: 978-3-658-18730-9

Electronic ISBN: 978-3-658-18731-6

Copyright Year: 2017

DOI
https://doi.org/10.1007/978-3-658-18731-6_16