Information consumers seek from advertisements: Are there differences between services and goods?

Butler, Daniel D.; Abernethy, Avery M.

doi:10.1080/15332969.1994.9985126

Cited by 7 publications

(17 citation statements)

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“…For example, many car repair firms will not provide firm price estimates because it is often difficult to accurately estimate repair time, a critical cost since many firms bill labor costs by the hour. This idea is supported by previous research findings that price information was more commonly found for products than for services in newspaper adverts (Abernethy and Butler, 1992). Based on these factors, we are led to expect that:…”

Section: Providing Availability Informationsupporting

confidence: 73%

“…A recent study of newspaper adverts found that service adverts contained far less component information than product advertisements. However, no significant differences were found in performance information between services, product/service combinations and products (Abernethy and Butler, 1992). Therefore we would expect that for radio ads:…”

Section: Heterogeneitymentioning

confidence: 90%

“…Firms providing objective quality information are preferred by consumers. Yet, a national newspaper study found adverts for services and product/service combinations contained significantly more "quality" cues than product adverts (Abernethy and Butler, 1992). …”

Section: Providing Availability Informationmentioning

confidence: 99%

“…Including brand quality information into an advert may stimulate consumer buying by reducing perceived purchase risk (Shimp and Bearden, 1982). Advertising information about brand quality is deemed by consumers to be very important for both services and products (Butler and Abernethy, 1992). Firms providing objective quality information are preferred by consumers.…”

Section: Providing Availability Informationmentioning

confidence: 99%

“…Despite the importance of providing availability information to service customers, one study of newspaper advertising found that service adverts contained significantly fewer availability information cues than product advertisements (Abernethy and Butler, 1992). Because availability information may be more important to service customers than to product customers, we expected to find that: H1: Service adverts will contain the greatest amount of availability information, followed by adverts for combinations, then by adverts for products.…”

mentioning

confidence: 92%

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Radio advertising information strategy: differences between services and products

Abernethy

Gray

Butler

1997

Journal of Services Marketing

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Discusses how basic differences between services and products may affect advertising strategy and tactics. Examines a large number of broadcast radio adverts to study the information strategy used in service and product advertisements. Posits that the information commonly used in adverts for services and products was found to differ sharply. Presents one rationale for these information differences using concepts from the services literature. Offers suggestions for improving broadcast advertising effectiveness for service marketers.

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Section: Providing Availability Informationsupporting

confidence: 73%

Section: Heterogeneitymentioning

confidence: 90%

Section: Providing Availability Informationmentioning

confidence: 99%

Section: Providing Availability Informationmentioning

confidence: 99%

mentioning

confidence: 92%

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Radio advertising information strategy: differences between services and products

Abernethy

Gray

Butler

1997

Journal of Services Marketing

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An international analysis of emotional and rational appeals in services vs goods advertising

Albers-Miller

Stafford

1999

Journal of Consumer Marketing

209

144

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The growth of international business, combined with an increase in the number of service offerings, underscores the importance of understanding effective promotional strategies for services versus goods in international markets. The current study examines advertising appeals for services and goods across four different countries: Brazil, Taiwan, Mexico and the USA. Results of a content analysis indicate that the use of rational and emotional appeals differs across both product type and country. It is suggested that culture plays a role in the use of the appeals and that the product type × country interaction is strongly reflected in Taiwanese and US advertising.

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An exploratory investigation of consumer decision making for selected professional and nonprofessional services

Ettenson

Turner²

1997

Journal of Services Marketing

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Uses services classification schemes to distinguish a professional service (doctors) from two nonprofessional services (photo finishers and dry cleaners). New residents to a community evaluate profiles for each of these service providers. Uses conjoint analysis to identify the relative importance of six attributes for each service in consumers’ decision making. As expected, finds differences in the use of attributes between the professional and the two nonprofessional services. Contrary to expectations, finds differences between the two nonprofessional services. Discusses managerial implications.

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Information consumers seek from advertisements: Are there differences between services and goods?

Cited by 7 publications

References 0 publications

Radio advertising information strategy: differences between services and products

Radio advertising information strategy: differences between services and products

An international analysis of emotional and rational appeals in services vs goods advertising

An exploratory investigation of consumer decision making for selected professional and nonprofessional services

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