Spokesperson Fame and Vividness Effects in the Context of Issue-Relevant Thinking: The Moderating Role of Competitive Setting

Timothy B. Heath 1 Michael S. Mccarthy 2 David L. Mothersbaugh 1
1 Graduate School of Business
2 Miami University
Abstract : Primarily on the basis of research from noncompetitive settings, it is generally believed that nonsubstantive advertising features are ineffective when consumers engage in issue-relevant thinking. Experiment 1 of the current study replicated prior research. Neither spokesperson fame nor the vividness of advertising copy influenced attitudes in noncompetitive settings. However, these same features proved effective in the context of balanced competition. When brands were homogenous (experiment 2) or characterized by large price-quality trade-offs (experiment 3), nonsubstantive features improved attitudes and choice probabilities despite issue-relevant thinking. When trade-offs were small, however, nonsubstantive features were again ineffective. The results suggest that balanced competition can neutralize the effects of substantive features, increase indecision, and promote perceptual contrast. These effects then empower nonsubstantive features to serve as heuristics and/or reduce the risk of postpreference regret.
Keywords : spokesperson fame vividness effects issue-relevant thinking competitive setting
Type de document :
Article dans une revue
Journal of Consumer Research, Oxford University Press (OUP), 1994, vol. 20, issue 4, pp. 520-534
Liste complète des métadonnées
https://hal-hec.archives-ouvertes.fr/hal-00670493
Contributeur : Antoine Haldemann <>
Soumis le : mercredi 15 février 2012 - 15:15:10
Dernière modification le : mercredi 15 février 2012 - 15:17:19

Identifiants

  • HAL Id : hal-00670493, version 1

Collections

HEC | PARISTECH

Citation

Timothy B. Heath, Michael S. Mccarthy, David L. Mothersbaugh. Spokesperson Fame and Vividness Effects in the Context of Issue-Relevant Thinking: The Moderating Role of Competitive Setting. Journal of Consumer Research, Oxford University Press (OUP), 1994, vol. 20, issue 4, pp. 520-534. 〈hal-00670493〉

Exporter

BibTeX TEI DC DCterms EndNote

Partager

Métriques

Consultations de la notice

221

Contact

support.ccsd.cnrs.fr
hal.support@ccsd.cnrs.fr
Logo CCSD