Title
Involvement, tolerance for ambiguity, and type of service moderate the effectiveness of probability marker usage in service advertising Involvement, tolerance for ambiguity, and type of service moderate the effectiveness of probability marker usage in service advertising
Author
Faculty/Department
Faculty of Applied Economics
Publication type
article
Publication
Clemson, S.C. ,
Subject
Economics
Mass communications
Source (journal)
The journal of advertising. - Clemson, S.C., 1972, currens
Volume/pages
43(2014) :2 , p. 196-209
ISSN
0091-3367
1557-7805
ISI
000334948400007
Carrier
E
Target language
English (eng)
Full text (Publishers DOI)
Affiliation
University of Antwerp
Abstract
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.
E-info
https://repository.uantwerpen.be/docman/iruaauth/186c39/b167628.pdf
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