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Journal articles
Spokesperson Fame and Vividness Effects in the Context of Issue-Relevant Thinking: The Moderating Role of Competitive Setting
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.
https://hal-hec.archives-ouvertes.fr/hal-00670493
Contributor : Antoine Haldemann Connect in order to contact the contributor
Submitted on : Wednesday, February 15, 2012 - 3:15:10 PM
Last modification on : Tuesday, October 19, 2021 - 4:05:55 PM
Contributor : Antoine Haldemann Connect in order to contact the contributor
Submitted on : Wednesday, February 15, 2012 - 3:15:10 PM
Last modification on : Tuesday, October 19, 2021 - 4:05:55 PM