Does experiential advertising impact credibility?

Rajaobelina, Lova; Lacroix, Caroline; St-Onge, Anik

doi:10.1108/ijbm-01-2017-0021

Cited by 18 publications

(32 citation statements)

References 120 publications

(152 reference statements)

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“…Albers- Miller and Straughan (2000) analysed the content of advertisements for financial services but focussed on non-English speaking markets. Rajaobelina et al (2019) examined the effectiveness of experiential bank advertising in Canada. The Journal of Financial Services Marketing featured more publications that examined the content of advertisements for financial services, but the studies focussed on the US market.…”

Section: Ijbm 383mentioning

confidence: 99%

How are we tempted into debt? Emotional appeals in loan advertisements in UK newspapers

Czarnecka

Mogaji

2020

IJBM

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Purpose The purpose of this paper is to examine the use of emotional appeals in advertisements for loans and explored consumers’ perceptions of advertisements featuring such appeals in order to explore how emotional meanings are transferred to consumers via advertising. Design/methodology/approach Study 1 employed content analysis to examine the use of emotional appeals in loan advertisements. Over 2,900 editions of eight British newspapers were monitored for advertisements for loans containing emotional appeals. Study 2 employed 33 semi-structured interviews to explore consumers’ perceptions of emotional appeals in loan advertisements. Findings Loans were positioned as services providing relief, security and excitement. The use of negative emotional appeals such as guilt, fear and sorrow was sporadic. Loans that carried the most risk were advertised with positive emotional appeals the most frequently. Five dimensions of perceptions of emotional loan advertisements were conceptualised from the reported data in Study 2. Originality/value This is the first study in the UK to examine the use of emotional appeals in loan advertising and to explore consumers’ perceptions of loan advertisements featuring emotional appeals. The study identified five dimensions of perceptions of emotional appeals.

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Section: Ijbm 383mentioning

confidence: 99%

How are we tempted into debt? Emotional appeals in loan advertisements in UK newspapers

Czarnecka

Mogaji

2020

IJBM

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“…It can also generate sensations, lifestyles and imagination. In their research, Rajaobelina et al (2019) have employed the five experiential dimensions gleaned from Schmitt (1999) – emotional (FEEL), cognitive (THINK), sensory (SENSE), social/relational (RELATE), and behavioural/physical (ACT) – to demonstrate that the cognitive, emotional, and sensory dimensions (grouped as individual advertising ) exert the greatest impact on advertising credibility in banking.…”

Section: Conceptual Frameworkmentioning

confidence: 99%

“…However, to understand the effectiveness of perceived experiential advertising, the latter must be measured with many other dimensions than emotional appeal (e.g. Rajaobelina et al , 2019; Zarantonello et al , 2013). Moreover, as suggested by Malthouse et al (2007), the relationship between experiences and advertising requires further theorization.…”

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confidence: 99%

“…Since Rajaobelina et al (2019) have previously demonstrated the impact of three dimensions of perceived experiential advertising – cognitive/affective/sensory experience , also named individual experience (Chang and Chieng, 2006), relate experience and behavioural experience – on advertising credibility, the primary object of this study is to go a step further to understand how these dimensions can impact affective commitment through brand credibility in banking.…”

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confidence: 99%

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Impact of perceived experiential advertising on customers' responses: a multi-method approach

Lacroix

Rajaobelina

St-Onge

2020

IJBM

Self Cite

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PurposeThis article proposes two studies to demonstrate the impact of three dimensions of perceived experiential advertising – cognitive/affective/sensory advertising, relate advertising and behavioural advertising – on consumer behaviour (brand credibility, affective commitment and emotions) in the banking sector.Design/methodology/approachFor study 1, a total of 506 online panellists of a recognized Canadian research firm were asked to evaluate a local bank advertisement using an online self-reported questionnaire. For study 2, a total of 65 Canadian respondents recruited through Facebook and Google adverts were asked to watch two video advertisements (one more experiential and the other less experiential). After viewing the advertisements on a computer equipped with FaceReader software by Noldus, participants completed a short online questionnaire.FindingsUsing structural equations modelling, the first study shows that brand credibility explains the positive impact of perceived cognitive/affective/sensory advertising (complementary mediation) and perceived behavioural advertising (indirect mediation only) on affective commitment. The second study illustrates that the cognitive/affective/sensory dimension is more important for experiential advertising than experiential advertising. Employing FaceReader facial expression recognition software results indicate that the bank advertisement with a higher score of perceived cognitive/affective/sensory advertising produces a higher level of happiness among respondents.Originality/valueBoth studies provide new insights into perceived experiential advertising and the impact of the latter on consumers. Benefits to scholars and practitioners include an enhanced understanding of advertising effectiveness in the banking sector.

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“…For instance, the Japan Securities Finance (JSF) corporation uses the almost fully-lowercase slogan in its website, "Growing in step with the securities industry and contributing to future," while the HSBC securities used the almost fully-uppercase slogan in its securities advertisement, Commercial Customers Enjoy 0.18% Online Brokerage Fee Offer for Local Securities Trades." As financial services and their advertising are attracting more and more academic attention (Mogaji et al, 2018;Rajaobelina et al, 2019), we might wonder whether the lettering case could influence financial customers' perceptions and consequent financial behavior.…”

Section: Introductionmentioning

confidence: 99%

A moderated mediation analysis of the effect of lettering case and color temperature on trustworthiness perceptions and investment decisions

Song

Luximon

Luo

2020

IJBM

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PurposeThe purpose of this study is to test the theoretical framework of lettering case, color temperature, perceived trustworthiness and investment intentions. First, it aims to test whether the effect of lettering case on investment intentions is mediated by trustworthiness. Second, the study will examine if this process is moderated by color temperature.Design/methodology/approachFollowing the behavioral research method, this study employed a 2 (the fully-lowercase slogan vs the initial-uppercase slogan) by 2 (warm-color design vs cool-color design) full factorial between-subject design. Two hundred participants were recruited for the experiment to test the hypotheses.FindingsFor the lowercase slogans (vs uppercase slogans), we found that people tended to have a high level of perceived trustworthiness, which led to a high level of investment intentions. In addition, the indirect effect of the lettering case on investment intentions through the perceived trustworthiness was moderated by color temperature. Specifically, the visually warm advertisement (vs visually cool design) would strengthen the effect of lowercase slogans on customers' investment intentions.Originality/valueWhen people make a financial decision with limited, incomplete or overly complex information, simplified visual heuristics, rather than rational algorithmic processing, play a significant role in their decision-making process. However, only a limited amount of research has addressed the effect of the lettering case on customers' perceptions and the consequent decision-making process from a financial advertising perspective. This study tries to supplement and extend the visual heuristics theory, highlighting the role of simplified heuristics, rather than rational algorithmic processing, in financial customers' decision-making process.

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Does experiential advertising impact credibility?

Cited by 18 publications

References 120 publications

How are we tempted into debt? Emotional appeals in loan advertisements in UK newspapers

How are we tempted into debt? Emotional appeals in loan advertisements in UK newspapers

Impact of perceived experiential advertising on customers' responses: a multi-method approach

A moderated mediation analysis of the effect of lettering case and color temperature on trustworthiness perceptions and investment decisions

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