Assessing When Increased Media Weight of Real-World Advertisements Helps Sales

Abstract

A prevailing view is that increased media weight for frequently purchased brands in mature product categories usually does not lead to increases in sales. However, the role of advertising executional cues and viewer responses on media weight-induced sales has not yet been examined. The authors find that whether weight helps or has no sales impact depends on the creative characteristics of the advertisements and the responses they evoke in viewers. Study 1 showed that real-world advertisements for frequently purchased brands in mature categories were likely to create greater media weight-induced sales when they used affectively based executional cues. Study 2 found that greater media weight was related to the sales impact of advertisements that evoked positive feelings and failed to evoke negative feelings in viewers. The authors develop hypotheses related to these results within the context of prior work on consumer persuasion (including the elaboration likelihood model), memory processes, and advertising wearout.

Receiving word-of-mouth from the service customer: An emotion-based effectiveness assessment

“…Zanna and Rempel, 1988), and this impact has also been confirmed in various studies in a communication context (in which the emotion-evoking object is not identical with the attitude object); for example, emotions created by an ad influence the evaluation of the advertised brand (cf. Burke and Edell, 1989;MacInnis et al, 2002). Given such results, and given the general notion of affect infusion, we hypothesize the following in a word-of-mouth context:…”

Dual-route of persuasive communications in mobile tourism shopping

“…In contrast, when consumers lack sufficient motivation or ability, they process communications via the peripheral route, not processing information cognitively but rather by cues such as music or pictures (Petty and Cacioppo, 1986). When motivated consumers have the ability, time, or opportunity to process message arguments cognitively, they engage in central route processing; alternatively, consumers who lack the motivation or knowledge to deeply process messages tend to focus on easily processed or peripheral cues in communications (Bhattacherjee and Sanford, 2006;MacInnis et al, 2002). Under conditions of high elaboration (i.e., high levels of effort), source credibility functions as an additional argument for those following the central route, and some researchers claim that it may bias people's perceptions of argument quality (Chaiken and Maheswaran, 1994).…”

“…Persuasive communications are processed by one of two routes, the central route (i.e., processing information cognitively by argument quality) or the peripheral route (i.e., processing information affectively or by source credibility) (Petty and Cacioppo, 1986). The ELM has been well documented in many fields such as social psychology (e.g., Chaiken and Maheswaran, 1994;Petty and Cacioppo, 1986), marketing (e.g., Douglas et al, 2008;MacInnis et al, 2002), information technology (e.g., Bhattacherjee and Sanford, 2006;Sussman and Siegal, 2003), and electronic commerce and shopping (e.g., Cheung et al, 2008). Thus, this study applies the ELM to investigate the persuasive processes involved in the MTS context.…”

A Picture is Worth a Thousand Words: Source Credibility Theory Applied to Logo and Website Design for Heightened Credibility and Consumer Trust

“…Numerous studies have adopted SCT as a basis for informing persuasive marketing (Barr & Kellaris, 2000;MacInnis, Rao, & Weiss, 2002;Moorman, Deshpande, & Zaltman, 1993;Scholten, 1996) and reputation building/branding (Chaiken & Maheswaran, 1994;Herbig & Milewicz, 1995). Logos or trademarks have long been considered an important part of corporate branding and visual identity strategies (Cohen, 1986;Dandridge, Mitroff, & Joyce, 1980;Hagtvedt, 2011;Han, Nunes, & Drèze, 2010;Henderson & Cote, 1998;Hoyer & Brown, 1990;Mangelsdorf, 2009;Melewar, 2003;van den Bosch et al, 2006).…”