Weitere Artikel dieser Ausgabe durch Wischen aufrufen
A considerable amount of advertising research has focused on the effects of affective cues such as likeable people, pictures, or music. The conclusions have been that ads relying on affective cues can influence choice only under limited conditions, when relevant brand information is either unavailable or not useful if present. However, the effects of affective cues on choice may not be as limited as previously thought. When respondents are allowed to explore diagnostic information but must do it sequentially after initial exposure to the ads with pictures varying in likeability, we hypothesize that the positive ad will influence brand choice, and this effect will be at least partially due to the initial effects of the ads on search of this information. Our study manipulated the likeability of pictures in print ads for a “test brand,” along with other similarly formatted ads for three other brands. Brand attribute information was not readily available but could be searched and showed clearly that the test brand was only the second-best. Results showed that the ad pictures biased search order in favor of the advertised test brand and increased choice of the second-best test brand when it was advertised with the likeable pictures. Subsequent analysis revealed that search order significantly but not completely mediated the effects of picture on choice. The results suggest that information search can be a useful, sensitive measure of the effects of advertising.
Bitte loggen Sie sich ein, um Zugang zu diesem Inhalt zu erhalten
Sie möchten Zugang zu diesem Inhalt erhalten? Dann informieren Sie sich jetzt über unsere Produkte:
Adaval, R. (2001). Sometimes it just feels right: the differential weighting of affect-consistent and affect-inconsistent product information. Journal of Consumer Research, 28(1), 1–17. CrossRef
Adaval, R. (2003). How God gets better and bad gets worse: understanding the impact of affect on evaluation of known brands. Journal of Consumer Research., 30(3), 352–367. CrossRef
Baron, R. M., & Kenny, D. A. (1986). The moderator–mediator variable distinction in social psychological research: conceptual, strategic, and statistical considerations. Journal of Personality and Social Psychology, 51(1), 1173–1182. CrossRef
Biehal, G., & Chakravarti, D. (1986). Consumers’ use of memory and external information in choice: macro and micro perspectives. Journal of Consumer Research, 12(4), 382–405. CrossRef
Carlson, K., Meloy, M., & Russo, J. (2006). Leader-driven primacy: how attribute order can affect consumer choice. Journal of Consumer Research, 32(4), 513–518.
Dickson, P. R., & Sawyer, A. G. (1990). Price knowledge and search of supermarket shoppers. Journal of Marketing, 54(3), 42–53. CrossRef
Eagly, A. H., & Chaiken, S. (1993). The psychology of attitudes. New York: Harcourt, Brace, Jovanovich.
Gorn, G. (1982). The effects of music in advertising on choice behavior: a classical conditioning approach. Journal of Marketing, 46(1), 94–101. CrossRef
Janiszewski, C., & Warlop, L. (1993). The influence of classical conditioning procedures on subsequent attention to the conditioned brand. Journal of Consumer Research, 20(2), 171–189. CrossRef
Keller, K. L. (1987). Memory factors in advertising: the effect of advertising retrieval cues on brand evaluations. Journal of Consumer Research, 14(3), 316–333. CrossRef
Klayman, J., & Ha, Y. W. (1987). Confirmation, disconfirmation, and information in hypothesis testing. Psychological Review, 94(2), 211–228. CrossRef
Miniard, P. W., Bhatla, S., Lord, K. R., Dickson, R. D., & Unnava, H. R. (1991). Picture-based persuasion processes and the moderating role of involvement. Journal of Consumer Research, 18(1), 92–107. CrossRef
Miniard, P. W., Sirdeshmukh, D., & Innis, D. (1992). Peripheral persuasion and brand choice. Journal of Consumer Research, 19(2), 226–239. CrossRef
Petty, R., & Cacioppo, J. (1986). Communication and persuasion: central and peripheral routes to attitude change. New York: Springer.
Posavac, S. S., Sanbonmatsu, D. M., Kardes, F. R., & Fitzsimons, G. J. (2004). The brand positivity effect: when evaluation confers preference. Journal of Consumer Research, 31(3), 643–651. CrossRef
Sawyer, A. G. (1975). Demand artifacts in laboratory experiments in consumer research. Journal of Consumer Research, l(2), 20–30. CrossRef
Schwarz, N., & Clore, G. L. (1996). Feeling and phenomenal experiences. In E. T. Higgins & A. Kruglanski (Eds.), Social psychology: handbook of basic principles (pp. 433–465). New York: Guilford Press.
Shimp, T. A., Hyatt, E. M., & Snyder, D. J. (1991). A critical appraisal of demand artifacts in consumer research. Journal of Consumer Research, 18(3), 273–283. CrossRef
Siegel, S. (1956). Nonparametric Statistics for the Behavioral Sciences, McGraw-Hill, New York, New York.
Simonson, I., Huber, J., & Payne, J. (1988). The relationship between prior brand knowledge and information acquisition order. Journal of Consumer Research, 14(4), 566–578. CrossRef
Stuart, E., Shimp, T., & Engle, R. (1987). Classical conditioning of consumer attitudes: four experiments in an advertising context. Journal of Consumer Research, 14(3), 334–349. CrossRef
Yeung, C., & Wyer, R. S. (2004). Consumer judgment affect, appraisal, and consumer judgment. Journal of Consumer Research, 31(2), 412–424. CrossRef
- The effects of advertisement picture likeability on information search and brand choice
Alan G. Sawyer
- Springer US
Best Practices für Web-Exzellenz im Online-Handel/© venimo | Fotolia