Advertising Claim Objectivity: Antecedents and Effects

Abstract

The authors examine the role of advertising claim objectivity under central route processing conditions. Past studies are reviewed and two distinct components of claim objectivity are identified: attribute tangibility and factualness of description. Specific predictions are made concerning the effects of claim objectivity on perceived ad credibility, brand beliefs, ad attitudes, brand attitudes, and purchase intentions. Using the Elaboration Likelihood Model different results are predicted for print and broadcast media. A study is conducted in which the degree of claim objectivity (objective, subjective, and mixed) and the type of media (radio or print) are manipulated as independent variables while various message and consumer variables are controlled or measured as covariates. Results show that both tangibility and factualness contribute to claim objectivity effects, that objective claims are more effective than subjective claims, and that no content differences emerge between print and radio media. Implications for marketing research and practice are discussed.

Environmental Messages in Fashion Advertisements: Impact on Consumer Responses

“…This finding supports Darley and Smith's (1993) suggestion that hedonic products such as &dquo;stylish&dquo; [fashionable] clothes can be advertised more effectively with affective, subjective attributes such as &dquo;prestige of owner-ship&dquo; or &dquo;beautiful styling&dquo; (p. 111). In fact, the difference in responses to green advertising and fashion advertising is greater for consumers who are not environmentally concerned.…”

Effects of co‐creation claim on consumer brand perceptions and behavioural intentions

“…Proof is provided if the brand offers information about the co‐creation process in the product/advertising message. Darley and Smith () show that messages related to tangible product features are more credible and effective than messages that are impressionistic and relate to intangible product features. Hence, we expect that a message providing proof of the co‐creation process will be more convincing than a message without proof, thus leading to more sincere brand perceptions.…”

“…The co‐creation message may be delivered in different ways. In advertising products, there is a focus on keeping the message short and simple (Darley and Smith, ). When co‐creation is a new element in the brand's behaviour, consumers will search for proof to support or invalidate the co‐creation claim.…”

Stratification and segmentation: Social class in consumer behavior

“…According to the elaboration likelihood model (ELM; Petty et al, 1981), the likelihood of a persuasive message inducing attitude change depends on the route to persuasion one follows (central route involving significant processing elaboration vs. peripheral route involving the use of heuristics) and the type of persuasive cues that are present (central vs. peripheral cues). When motivation and ability to process are high, people tend to follow the central route to persuasion, and thus are more likely to be persuaded by central information such as argument quality, and less likely to be persuaded by peripheral cues such as type of endorser and attractiveness of the spokesperson (Darley & Smith, 1993; Kang & Herr, 2006; Petty et al, 1983).…”