Publication
Title
Involvement, tolerance for ambiguity, and type of service moderate the effectiveness of probability marker usage in service advertising
Author
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.
Language
English
Source (journal)
The journal of advertising. - Clemson, S.C., 1972, currens
Publication
Clemson, S.C. : 2014
ISSN
0091-3367 [print]
1557-7805 [online]
Volume/pages
43:2(2014), p. 196-209
ISI
000334948400007
Full text (Publisher's DOI)
Full text (publisher's version - intranet only)
UAntwerpen
Faculty/Department
Research group
Publication type
Subject
Affiliation
Publications with a UAntwerp address
External links
Web of Science
Record
Identification
Creation 06.06.2014
Last edited 13.10.2017
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