Naslov
Involvement, Tolerance for Ambiguity, and Type of Service Moderate the Effectiveness of Probability Marker Usage in Service Advertising

Autori
Bušljeta Banks, Ivana ; De Pelsmacker, Patrick

Izvornik
Journal of Advertising (0091-3367) 43 (2014), 2; 196-209

Vrsta, podvrsta i kategorija rada
Radovi u časopisima, članak, znanstveni

Ključne riječi
probability markers, tolerance for ambiguity, service type, advertising effectiveness

Sažetak
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.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija, Kognitivna znanost (prirodne, tehničke, biomedicina i zdravstvo, društvene i humanističke znanosti)

POVEZANOST RADA