More is not necessarily better: an inverted U-shaped relationship between positively framed attributes and advertising effectiveness

Niu, Yan; Feng, Zhuzhu; Niu, Yixuan

doi:10.1108/jrim-03-2022-0109

Cited by 7 publications

(6 citation statements)

References 35 publications

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“…Second, the magnitude of effects is not characterized and compared, leaving practitioners bemused about which attributes to prioritize. Third, the nonlinear pattern of consumer’s satisfaction is not addressed, neglecting the evidence for more complex, nonlinear patterns (Niu et al ., 2022).…”

Section: Discussionmentioning

confidence: 99%

“…For instance, the “too-much-of-a-good-thing” principle posits a diminishing or even an inverted U relationship between service performance and consumer’s satisfaction (Grant and Schwartz, 2011). Nonlinearity has been empirically observed in product advertising (Niu et al ., 2022), brand management (Olaoke et al ., 2021) and service recovery (Hogreve et al ., 2017). We too recognize the necessity of evaluating OFD service performance on a nonlinear basis, as suggested by these empirical observations.…”

Section: Literature Review and Theoretical Frameworkmentioning

confidence: 99%

“…Nonlinear formulations can be more realistic and allow practitioners to identify the optimal point of service fulfillment. This approach has been applied in brand management (Olaoke et al ., 2021) and advertisement design (Niu et al ., 2022), yet its adoption in the OFD segment remains nascent.…”

Section: Introductionmentioning

confidence: 99%

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Unveiling consumers’ nonlinear evaluation of service performances in online food delivery: a quantitative Kano analysis

Ma,

Limierta,

Teo

et al. 2023

BFJ

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PurposeThe study proposes an evaluation model that allows quantitative characterization of the effects of service quality on consumer’s satisfaction for online food delivery (OFD) services in a nonlinear manner. As such, the authors endeavor to bridge the research-to-practice gaps whereby the effect magnitudes and nonlinear patterns of service quality have been overlooked in the current literature.Design/methodology/approach The quantitative Kano method is adopted. A Kano questionnaire was first developed by synthesizing and operationalizing existing evidence on OFD service qualities. The questionnaire solicited consumers’ evaluations of 21 OFD service attributes, and it was distributed to an online panel in Singapore. With 580 valid responses, the functions that quantitatively depict effects of each attribute on consumer’s satisfaction were subsequently derived.Findings The results reveal that among Singaporean consumers, food quality, reliability of delivery, responsiveness of customer support, ease-of-use of digital interfaces and promotions are pivotal attributes contributing to above-average satisfaction improvement across all performance levels. Meanwhile, delivery riders’ attitudes and real-time tracking functions emerge as substantial contributors to satisfaction at high-performance levels.Practical implications The findings provide crucial insights for OFD practitioners in Singapore in resource prioritization and service optimization. This study demonstrated the importance of streamlining customer support services and focusing on the utilitarian aspects of OFD services. Moreover, these results can be employed in advanced service improvement procedures, providing a roadmap for future OFD service enhancements.Originality/value This study pioneers the development of a quantitative quality evaluation model in the OFD context. With the established quantitative Kano model, the study addresses the omission of effect magnitudes and nonlinear patterns of service quality. It highlights the transition from a binary “does it affect satisfaction” to a more nuanced “how much does it affect satisfaction” approach, offering a robust understanding of consumer’s satisfaction dynamics.

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Section: Discussionmentioning

confidence: 99%

Section: Literature Review and Theoretical Frameworkmentioning

confidence: 99%

See 1 more Smart Citation

Unveiling consumers’ nonlinear evaluation of service performances in online food delivery: a quantitative Kano analysis

Ma,

Limierta,

Teo

et al. 2023

BFJ

View full text Add to dashboard Cite

show abstract

“…By using this insight to inform their advertising design, advertisers can improve their impact. Much research has examined the effectiveness of message framing in advertising, focusing on gain‐framed and loss‐framed messages (Eguren et al, 2021), prevention‐ and promotion‐focus messages (Zhang et al, 2020), and positive‐framed and negative‐framed messages (Niu et al, 2023). Studies have also explored the impact of specific content and form in advertising, such as the reason for the promotion (Zane et al, 2021) and numerical precision (H. Park & Kwon, 2022).…”

Section: Introductionmentioning

confidence: 99%

When consumers have difficulty understanding ads: How technical language lowers purchase intention

Liu,

Hong,

Zheng

et al. 2023

J of Consumer Behaviour

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Technical language refers to field‐specific professional terms that are unfamiliar to general consumers. Despite consumers' lack of familiarity with technical language, it is still used in advertisements for various products. Here, we find that technical language reduces consumers' willingness to purchase the advertised products because such language reduces their processing fluency (Study 1 and Study 2). We further show that (1) when consumers have relevant knowledge (Study 3) and (2) when the advertised product is a typical technology product (Study 4), the negative effect of technical language is attenuated. Together, these three findings constitute evidence that processing fluency is a mechanism by which consumers' purchase intention is decreased following their exposure to technical language in advertising, suggesting that using technical language in ads may not be the best option.

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“…Due to its long-term impact on business success, current advertising research seeks to identify the factors that boost display advertising effectiveness (Lim et al , 2022). Consumer motivating variables that impact brand advertising on the internet, including resistance to change, also attract attention (Niu et al , 2022). The present study aims to bring the two streams of research together by assuming that the type of advertising appeal and context moderates the relationship between CR and display advertising effectiveness.…”

Section: The Role Of Digital Advertising In Introducing a Brand Into ...mentioning

confidence: 99%

Display advertising: the role of context and advertising appeals from a resistance perspective

Tsiotsou

Hatzithomas

Wetzels

2023

JRIM

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PurposeThis research aims to investigate the role of consumer resistance (CR), display advertising context, appeal and type of exposure for the successful launch of a brand into a new market.Design/methodology/approachTo accomplish this goal, two experiments manipulated the digital context of advertising (congruent vs. incongruent), the advertising appeal (emotional vs. informative) and the type of exposure (incidental vs. forced) using an energy drink brand. In Study 1, data were collected from 80 participants using eye-tracking and an online questionnaire. In Study 2, a total of 138 participants visited a website with the targeted display ad and responded to an online questionnaire.FindingsOverall, the results of two studies show that the relationship between CR and display advertising effectiveness is moderated by the advertising context and advertising appeal in incidental exposure, whereas only the advertising context moderates this relationship in forced exposure when launching a brand into a new market. Moreover, the study illustrates the importance of collecting subjective and objective data in advancing the knowledge and understanding of interactive marketing communications such as display advertising.Originality/valueThe study is a novel attempt within the well-established realm of interactive marketing and, specifically, of digital advertising to examine the persuasive effects of display ad features such as the context, appeal and exposure on display ad effectiveness, considering consumers' predispositions such as resistance to change.

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More is not necessarily better: an inverted U-shaped relationship between positively framed attributes and advertising effectiveness

Cited by 7 publications

References 35 publications

Unveiling consumers’ nonlinear evaluation of service performances in online food delivery: a quantitative Kano analysis

Unveiling consumers’ nonlinear evaluation of service performances in online food delivery: a quantitative Kano analysis

When consumers have difficulty understanding ads: How technical language lowers purchase intention

Display advertising: the role of context and advertising appeals from a resistance perspective

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