nach oben

Erschienen in:

2012 | OriginalPaper | Buchkapitel

Response to Probability Markers in Advertising of Hedonic and Utilitarian Services in Belgium and Croatia

verfasst von : Ivana Busljeta Banks, Patrick De Pelsmacker

Erschienen in: Advances in Advertising Research (Vol. III)

Verlag: Gabler Verlag

Einloggen

Aktivieren Sie unsere intelligente Suche, um passende Fachinhalte oder Patente zu finden.

search-config

KI-gestützte Suche

Aus

Abstract

Carlsberg’s “Probably…” campaigns, whose slogan has been seen in more than 100 versions of commercials and advertisements world-wide (Creative and Commercial Communications Ltd., 1998), are probably the best known example of the use of probability markers in advertising.

Sie haben noch keine Lizenz? Dann Informieren Sie sich jetzt über unsere Produkte:

Springer Professional "Wirtschaft+Technik"

Online-Abonnement

Mit Springer Professional "Wirtschaft+Technik" erhalten Sie Zugriff auf:

über 102.000 Bücher
über 537 Zeitschriften

aus folgenden Fachgebieten:

Automobil + Motoren
Bauwesen + Immobilien
Business IT + Informatik
Elektrotechnik + Elektronik
Energie + Nachhaltigkeit
Finance + Banking
Management + Führung
Marketing + Vertrieb
Maschinenbau + Werkstoffe
Versicherung + Risiko

Jetzt Wissensvorsprung sichern!

Jetzt informieren

Springer Professional "Wirtschaft"

Online-Abonnement

Mit Springer Professional "Wirtschaft" erhalten Sie Zugriff auf:

über 67.000 Bücher
über 340 Zeitschriften

aus folgenden Fachgebieten:

Bauwesen + Immobilien
Business IT + Informatik
Finance + Banking
Management + Führung
Marketing + Vertrieb
Versicherung + Risiko

Jetzt Wissensvorsprung sichern!

Jetzt informieren

Nächstes Kapitel Emotional Responses to Nature in Advertising and Real Nature

Areni, C. S. (2002), “The Proposition-Probability Model of Argument Structure and Message Acceptance,” in:Journal of Consumer Research, 29(2), 168–187.CrossRef

Areni, C. S. (2003), “The Effects of Structural and Grammatical Variables on Persuasion: An Elaboration Likelihood Model Perspective,” in:Psychology & Marketing, 20(4), 349–375.CrossRef

Areni, C. S. and J. R. Sparks (2005), “Language Power and Persuasion,” in:Psychology & Marketing, 22(6), 507–525.CrossRef

Baron, R. M. and D. A. Kenny (1986), “The Moderator-Mediator Variable Distinction in Social Psychological Research: Conceptual, Strategic, and Statistical Considerations,” in:Journal of Personality and Social Psychology, 51(6), 1173–1182.CrossRef

Berney-Reddish, I. A. and C. S. Areni (2005), “Effects of Probability Markers on Advertising Claim Acceptance,” in:Journal of Marketing Communications, 11(1), 41–54.CrossRef

Berney-Reddish, I. A. and C. S. Areni (2006), “Sex Differences in Responses to Probability Markers in Advertising Claims,” in:Journal of Advertising, 35(2), 7–16.

Creative & Commercial Communications Ltd. (1998), “Carlsberg Beer”, in: Super Brands, retrieved on June 25, 2010, fromhttp://www.carlsberg.co.uk/refrigerator/downloads/superbrands.doc.

Dodds, W. B.; K. B. Monroe and D. Grewal (1991), “The Effects of Price, Brand, and Store Information on Buyers’ Product Evaluations,” in:Journal of Marketing Research, 28(3), 307–319.CrossRef

Geis, M. L. (1982),“The Language of Television Advertising,” New York, NY: Academic Press.

Gurhan-Canli, Z. and D. Maheswaran (2000), “Determinants of Country-of-Origin Evaluations,” in:Journal of Consumer Research, 27(1), 96–108.CrossRef

Harris, R. J.; Pounds, J. C.; Maiorelle, M. J. and M. Mermis (1993), “The Effect of Type of Claim, Gender, and Buying History on the Drawing of Pragmatic Inferences from Advertising Claims,” in:Journal of Consumer Psychology, 2(1), 83–95.CrossRef

Madden, T. J.; Allen, C. T. and J. L. Twible (1988), “Attitude Toward the Ad: An Assessment of Diverse Measurement Indices Under Different Processing ’Sets’,” in:Journal of Marketing Research, 25(3), 242–252.CrossRef

Mitchell, A. A. and Olson, J. C. (1981). “Are Product Beliefs the Only Mediator of Advertising Effects of Brand Attitude?” in:Journal of Marketing Research, 18(3), 318–332.CrossRef

Murray, K. B. and J. I. Schlacter (1990), “The Impact of Services versus Goods on Consumers’ Assessment of Perceived Risk and Variability,” in:Journal of the Academy of Marketing Science,18(1), 51–65.CrossRef

Petty, R. E.; Cacioppo J. T. and D. Schumann (1983), “Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of Involvement,” in:Journal of Consumer Research, 10(2), 135–146.CrossRef

Rossiter, J. and L. Percy (1987),"Advertising and Promotion Management,” Boston, MA: McGraw- Hill.

Stafford, M. R. (1996), “Tangibility in Services Advertising: An Investigation of Verbal versus Visual Cues,” in:Journal of Advertising, 25(3), 13–28.

Stafford, M. R. and E. Day (1995), “Retail Services Advertising: The Effects of Appeal, Medium, and Service,” in:Journal of Advertising, 24(1), 57–71.

Stafford, M. R.; Stafford T. F. and E. Day (2002), “A Contingency Approach: The Effects of Spokesperson Type and Service Type on Service Advertising Perceptions,” in:Journal of Advertising, 31(2), 17–35.

Vestergaard, T and K. Schroder (1985),“The Language of Advertising,” Oxford, UK: Basil Black- well.

Voss, K. E.; Spangenberg, E. and B. Grohmann (2003), “Measuring the Hedonic and Utilitarian Dimensions of Consumer Attitude,” in:Journal of Marketing Research, 40(3), 310–320.CrossRef

Wright, H. J. W. and L. A. Hosman (1983), “Language Style and Sex Bias in the Courtroom: The Effects of Male and Female Use of Hedges and Intensifiers on Impression Formation,” in:The Southern Speech Communication Journal, 48(2), 137–152.CrossRef

Zaichkowsky, J. L. (1994), “The Personal Involvement Inventory: Reduction, Revision, and Application to Advertising,” in:Journal of Advertising, 23(4), 59–70.

Titel: Response to Probability Markers in Advertising of Hedonic and Utilitarian Services in Belgium and Croatia
verfasst von: Ivana Busljeta Banks
Patrick De Pelsmacker
Verlag: Gabler Verlag
Buch: Advances in Advertising Research (Vol. III)
Print ISBN: 978-3-8349-4290-6

Electronic ISBN: 978-3-8349-4291-3

Copyright-Jahr: 2012
DOI: https://doi.org/10.1007/978-3-8349-4291-3_1