Evaluating Advertising Effectiveness of Creative Television Advertisements for High Involvement Products

Ali, Mazhar

doi:10.2139/ssrn.2752965

Cited by 3 publications

(2 citation statements)

References 27 publications

Supporting

Mentioning

Contrasting

Order By: Relevance

“…When consumers encounter information overload, they use others' purchase data as heuristics (Simpson, Siguaw, & Cadogan, 2008). As consumers' involvement increases, consumers' appetite for getting information increases (Ali, 2016) and, as a result, the use of heuristics reduces (Cheung, Xiao, & Liu, 2012). It can be concluded that consumers under low involvement are more likely to follow herding cues such as customer rating and historic sales compared to high involvement situations.…”

Section: Perceived Riskmentioning

confidence: 99%

Consumer Herding Behavior in Online Buying: A Literature Review

Ali¹,

Amir²,

Shamsi³

2021

IRMBR

Self Cite

View full text Add to dashboard Cite

The purpose of this review paper is to present the application of herding behavior in online buying. The simplest description of herding behavior is the imitation of others in making decisions. Online buying platforms have facilitated observing others' buying behavior, thereby increasing possibilities of social influence on our information search, evaluation, and buying. The concept of herding is multi-disciplinary; however, the literature review on herding behavior is mainly grounded in economics and finance. There is little understanding of herding behavior in marketing literature. Therefore, this study covers herding behavior literature through high-quality research papers published from 2000 to 2020 in journals indexed in the social science citation index, science citation index expanded, and emerging source citation index. This paper discusses the conceptualization of herding in online buying, herding situations, information-processing view of herding, measuring herding effect, herding models and theories, and areas for future research to enrich herding literature in online buying. This paper proposes a herding model (HCMMD) based on the stimulus-organism-response (SOR) theory to study herding behavior. Keywords: Consumer Herding Behavior, Herding Literature Review, Herding Models, Online Buying, Stimulus-Organism-Response (SOR) Theory.

show abstract

Section: Perceived Riskmentioning

confidence: 99%

Consumer Herding Behavior in Online Buying: A Literature Review

Ali¹,

Amir²,

Shamsi³

2021

IRMBR

Self Cite

View full text Add to dashboard Cite

show abstract

“…Furthermore, Dahlén et al (2008) reported that by representing a greater effort on behalf of the advertiser and a greater ability of the brand, advertising creativity increases brand preference and perceived brand quality. Ultimately, creative advertisements seem to be a successful tactic for achieving more effectiveness than standard (less creative) advertisements as the former are more likely to be recalled (e.g., Till & Baack, 2005), induce positive emotions and favorable attitudes in consumers (Ali, 2016; Lehnert et al, 2013; Smith et al, 2008), evoke a stronger purchase intent or desire (Feltham & Arnold, 1994; Moorman et al, 2002; Shaouf et al, 2016), and are more effective in attracting attention (e.g., Sajjacholapunt & Ball, 2014) and facilitating brand extension (Ang et al, 2007; Till & Baack, 2005).…”

Section: Introductionmentioning

confidence: 99%

The influence of advertising creativity on the effectiveness of commercial and public service advertisements: A dual‐task study

Shen

Wang

Yu³

et al. 2021

Applied Cognitive Psychology

View full text Add to dashboard Cite

Summary The present study aimed to examine the influence of advertising creativity on the effectiveness of commercial and noncommercial advertisements in a situation involving attention competitions. Consequently, a dual‐task paradigm in which an additional task of time production was completed while viewing advertisements that were creative or common was used. Both memory performance and self‐rated purchase intent were assessed. The results showed that advertising creativity has an impact on recognition and purchase intent, with greater accuracy and more favorable purchase intent for creative advertisements, and that the interaction between the advertisement type and creativity categories is significant, with the standard, noncommercial advertisements triggering the lowest purchase intent. These findings provide further evidence suggesting that creative advertising is a useful strategy for improving advertising effectiveness. This study also presents a novel finding resembling anchoring effects with regard to the potential difference in perceived effectiveness between commercial and noncommercial advertisements across two levels of advertising creativity.

show abstract