Is precise description in advertising always better than vague ones? – From an accessibility-diagnosability theoretical perspective

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Minxue Huang ◽  
Xiu Hu ◽  
Shiyong Zheng
Keyword(s):  
Processing Fluency ◽  
Information Presentation ◽  
Precise Description ◽  
Matching Effect ◽  
Product Attribute ◽  
Content Type ◽  
Presentation Method ◽  
Attitudes Toward Advertising ◽  
Matching Degree ◽  
Advertising Information

PurposeThere is always a matching effect in advertising persuasion – the information that matches product characteristics or target consumer characteristics is considered to be relatively more persuasive. Based on the accessibility-diagnosability theory, this paper discusses the influence of the matching degree between the information presentation (vague description and precise description) and product attribute (vertical attribute and horizontal attribute) on people's attitudes toward advertising.Design/methodology/approachStudy 1 aims to explore the impact of the matching effect of different information presentation methods (precise presentation vs vague presentation) and product attribute (horizontal attribute vs vertical attribute) on consumers' attitudes toward advertising; secondary data was used to support this research. Study 2 mainly used the situational simulated experiment to examine the results of study 1, and further explored the mediating mechanism of its matching effect.FindingsThe authors found that the matching degree between the information presentation method and product attribute will positively affect the fluency of advertising information processing, that is, the use of vague description of product vertical attribute can positively affect consumers' extraction fluency; while the use of precise description of product horizontal attribute can positively affect consumers' processing fluency, and both extraction fluency and processing fluency will positively affect consumers' attitude toward the advertisement.Originality/valueAn essential enlightenment of the research is that it sheds light on the interaction between product attribute (vertical attribute vs horizontal attribute) with the information presentation method (vague description vs precise description) from the perspective of accessibility-diagnosability theory, which explains consumers' information processing mechanisms in dealing with different advertising information.

The matching effect of anthropomorphized brand roles and product messaging on product attitude

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Yuanqiong He ◽  
Qi Zhou ◽  
Shuojia Guo ◽  
Jie Xiong
Keyword(s):  
Boundary Conditions ◽  
Experimental Studies ◽  
Underlying Mechanism ◽  
Mediation Effect ◽  
Processing Fluency ◽  
Mechanism Study ◽  
Matching Effect ◽  
Content Type ◽  
Construal Levels ◽  
Peripheral Locus

PurposeThis study aims to investigate the construal congruence of anthropomorphized brand roles and product messaging and its underlying mechanism on consumers' product attitude.Design/methodology/approachFour experimental studies were conducted to test the hypotheses. Study 1 investigated the framing effect of anthropomorphized brand roles (servant vs partner) in consumers' minds. Study 2 examined the matching effect of anthropomorphized brand roles and product messaging on product attitude. 132 students were randomly assigned to a 2 (anthropomorphized roles: servant vs partner) × 2 (product messaging: higher-level construal vs lower-level construal) between-subject factorial design. Study 3 tested the mediation effect of processing fluency underlying the construal congruence mechanism. Study 4 replicated the results of study 3 and further examined the boundary conditions by introducing product innovation locus as a moderator. A total of 218 students were randomly assigned to a 2 (anthropomorphized role: servant vs partner) × 2 (product messaging: higher-level construal vs lower-level construal) × 2 (innovation locus: core innovation vs peripheral locus) between-subjects design experiment.FindingsThe results demonstrate that a construal match between product messaging and anthropomorphized brand roles –anthropomorphized “servant” with higher-level construal messaging and anthropomorphized “partner” with lower-level construal messaging – can positively influence consumers' attitude via enhanced processing fluency. Furthermore, this construal matching effect on product attitude is moderated by the innovation locus of the product.Practical implicationsThis study reveals that anthropomorphized brand roles with compatible product messaging in the associated construal levels lead to more favorable product attitudes. Furthermore, the matching effect of anthropomorphized brand roles and product messaging is stronger for products with peripheral innovation than with core innovation.Originality/valueOur study contributes to the literature in two ways. First, it provides new insights into the construal matching effect of anthropomorphized brand roles and product messaging. Second, it investigates the boundary conditions of the above-mentioned construal fit mechanism.

Effect of product attribute beliefs of ready-to-drink coffee beverages on consumer-perceived value and repurchase intention

2016 ◽  
Vol 118 (12) ◽  
pp. 2963-2980 ◽  
Author(s):  
Edward S.-T. Wang ◽  
Jia-Rong Yu
Keyword(s):  
Structural Equation ◽  
Perceived Value ◽  
Repurchase Intention ◽  
Product Attribute ◽  
Content Type ◽  
Repurchase Intentions ◽  
Hedonic Value ◽  
Value Perceptions ◽  
Utilitarian Value ◽  
Functional Attribute

Purpose The purpose of this paper is to explore the effect of the product attribute beliefs of ready-to-drink (RTD) coffee beverages (i.e. content sensory, packaging and branding, and content functional attributes) on perceived value (i.e. utilitarian and hedonic value) and repurchase intention. Design/methodology/approach In the study survey, 401 participants who had purchased RTD coffee beverages within the previous month were included. Structural equation modelling was employed to analyse the survey data. Findings The findings indicate that consumers of RTD coffee beverages form utilitarian and hedonic value perceptions through content sensory, packaging and branding, and content functional attribute beliefs. Furthermore, utilitarian value is one of the most crucial determinants of repurchase intentions. The findings further reveal that whereas content functional attribute beliefs have a dominant influence on utilitarian value, content sensory attribute beliefs have a greater influence on hedonic value. Originality/value The findings of this study can serve as a reference for RTD coffee beverage companies to develop new products and communication strategies.

Congruity and processing fluency

2019 ◽  
Vol 32 (5) ◽  
pp. 1070-1088 ◽  
Author(s):  
Zhiying Jiang ◽  
Chong Guan ◽  
Ivo L. de Haaij
Keyword(s):  
Large Scale ◽  
Positive Impact ◽  
Processing Fluency ◽  
Online Video ◽  
Content Type ◽  
Video Sharing ◽  
Positive Effects ◽  
Emotional Appeal ◽  
Video Advertising ◽  
Full Factorial

Purpose The purpose of this paper is to investigate the benefits of Ad-Video and Product-Video congruity for embedded online video advertising. A conceptual model is constructed to test how congruity between online advertisements, advertised products and online videos impact consumer post-viewing attitudes via processing fluency. Design/methodology/approach An online experiment with eight versions of mock video sections (with embedded online video advertisements) was conducted. The study is a 2 (type of appeal: informational vs emotional) × 2 (Ad-Video congruity: congruent vs incongruent) × 2 (Product-Video congruity: congruent vs incongruent) full-factorial between-subject design. A total of 252 valid responses were collected for data analysis. Findings Results show that congruity is related to the improvement of processing fluency only for informational ads/videos. The positive effect of Ad-Video congruity on processing fluency is only significant for informational appeals but not emotional appeal. Similarly, the positive effects of Product-Video congruity on processing fluency are only significant for informational appeals but not emotional appeal. Involvement has been found to be positively related to processing fluency too. Processing fluency has a positive impact on the attitudes toward the ads, advertised products and videos. Research limitations/implications The finding that congruity is related to the improvement of processing fluency only for informational ads/videos extends the existing literature by identifying the type of appeal as a boundary condition. Practical implications Both brand managers and online video platform owners should monitor and operationalize the content and appeal congruity, especially for informational ads on a large scale to improve consumers’ responses. Originality/value To the best of the authors’ knowledge, this is the first paper to examine the effects of Ad-Video and Product-Video congruity of embedded advertisements on video sharing platforms. The findings of this study add to the literature on congruity and processing fluency.

Corporate social responsibility: the effect of need-for-status and fluency on consumers’ attitudes

2018 ◽  
Vol 30 (3) ◽  
pp. 1492-1507 ◽  
Author(s):  
Lu Zhang ◽  
Wan Yang ◽  
Xiaoyun Zheng
Keyword(s):  
Corporate Social Responsibility ◽  
Social Responsibility ◽  
Design Methodology ◽  
Positive Attitude ◽  
Processing Fluency ◽  
Content Type ◽  
Status Consumption ◽  
Corporate Social ◽  
Customer Attitudes ◽  
Study Offer

Purpose The purpose of this study is to understand the joint effects of individuals’ need for status and processing fluency on customer attitudes toward hotels’ participation in corporate social responsibility (CSR) programs. Design/methodology/approach This study uses a 2 (Need for status: high vs low) × 2 (Processing fluency: high vs low) experimental design with processing fluency being manipulated and individuals’ need for status being measured. Findings The results indicate that although high-need for status customers exhibit a more positive attitude than low-need for status customers when the CSR message is easy to process, they show similar attitude levels when processing fluency is relatively low. Originality/value This study makes great contribution to the literature of status consumption by examining CSR as one of the new areas that consumers use to signal social status beyond luxury products. For practitioners, the results of this study offer suggestions on how to design CSR messages to increase its effectiveness.

The determinants of learner satisfaction with the online video presentation method

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Sameh Al Natour ◽  
Carson Woo
Keyword(s):  
Blended Learning ◽  
Learner Satisfaction ◽  
Online Video ◽  
Learning Method ◽  
Content Type ◽  
Video Presentation ◽  
Proposed Model ◽  
Presentation Method ◽  
Video Presentations ◽  
Practical Implications

PurposeThe purpose of this paper is to examine the determinants of learners' satisfaction with a new blended learning method, namely online video presentations.Design/methodology/approachThe study tests the proposed model using responses from 353 students who were exposed to the new method. Regression analysis was used to test the hypotheses.FindingsThe results show that both the perceived social (e.g. reduction in comparison bias) and utilitarian (e.g. presentation originality) benefits increase satisfaction with the online video presentation method, from both the creator's and the learner's perspectives.Practical implicationsThis study provides several guidelines to instructors employing blended learning methods, as well as designers of platforms that enable blended learning.Originality/valueThis study provides a model to understand the determinants of learners' satisfaction with a new blended learning method. It looks at these determinants from both the content creators' perspective and the content viewer's perspective.

Examination of Information Presentation Method for Teleoperation Excavator

2012 ◽  
Vol 24 (6) ◽  
pp. 967-976 ◽  
Author(s):  
Taketsugu Hirabayashi ◽  
Keyword(s):  
Depth Information ◽  
Information Presentation ◽  
Work Situation ◽  
Construction Machinery ◽  
Naked Eye ◽  
Presentation Method ◽  
Presentation Methods

In the teleoperation of construction machinery, the work situation is usually determined from images shown on several screens. However, because images displayed on screens are flat, information presented is poor compared to information obtained with the naked eye, such as the view angle, resolution, and depth information. Focusing on information presentation during the teleoperation of construction machinery, this report investigates information presentation methods in mound-leveling work, grasping work, and drilling positioning conditions.

scholarly journals Food information presentation: consumer preferences when eating out

2019 ◽  
Vol 121 (8) ◽  
pp. 1744-1762 ◽  
Author(s):  
Jeff Bray ◽  
Heather Hartwell ◽  
Sarah Price ◽  
Giampaolo Viglia ◽  
Grzegorz Kapuściński ◽  
...  
Keyword(s):  
Consumer Preferences ◽  
European Countries ◽  
Dual Process ◽  
Information Presentation ◽  
Traffic Light ◽  
Content Type ◽  
Process Theories ◽  
Eating Out ◽  
Dual Process Theories ◽  
Packaged Food

Purpose Advances have been made in the provision of nutritional and ingredient information on packaged food, however, there is a need to translate this to eating out reflecting consumer desire for greater transparency and knowledge of menu content. The purpose of this paper is to assess consumer’s preferences for food information presentation in four European countries (UK, Greece, Denmark and France) in a workplace dining setting. Design/methodology/approach This study focusses on workplace canteens since the regularity in which they are used provides an important context and potential for behaviour change. An exploratory phase designed iteratively in collaboration with experts, end-users and researchers (qualitative) informed a survey (quantitative) conducted in four European countries. The survey was used to examine workplace diners’ preferences towards food information presentation. Findings Differences were found and clustered (n=5) to “heuristic processors” (33 per cent) “brand orientated” (25 per cent) “systematic processors” (17.3 per cent) “independent processors” (16.1 per cent) and “tech-savvy” (8.6 per cent). Dual-process theories were used to analyse the findings and produce new insight into how menu information can be most effectively delivered. Originality/value When eating-out consumers struggle to make choices or make the wrong choice from a health perspective, partly caused by a lack of nutrient profile information as well as other criteria of concern. Giving catering managers the understanding of preferred communication channels can enable a more competitive operator. Traffic light labelling was the optimal presentation with the opportunity for consumers to discover more detailed information if desired. For the first time this research has given operational clarity whilst allowing food providers to be considered as part of corporate health.

The moderating role of consumers' ad perception in athlete endorsement effectiveness

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Soojin Kim ◽  
Yongjae Kim ◽  
Seungbum Lee ◽  
Younghan Lee ◽  
Eun Yeon Kang ◽  
...  
Keyword(s):  
Structural Equation ◽  
Amazon Mechanical Turk ◽  
Equation Modeling ◽  
Celebrity Endorsement ◽  
Moderating Effects ◽  
Content Type ◽  
Attitudes Toward Advertising ◽  
Social Cause ◽  
Cause Involvement

PurposeThis paper aims to examine the structural relationships among the variables of social cause involvement, attitudes toward the endorser, attitudes toward advertising, attitudes toward the brand and social cause behavioral intentions. Additionally, by using the persuasion knowledge model (PKM) as the guiding framework, the moderating effects of ad perception on the proposed relationship were investigated.Design/methodology/approachBy using Amazon Mechanical Turk, a total of 291 usable surveys were retained for analysis. Following the participants' exposure to the Nike commercial, they completed a survey containing questions about advertising perception and their consequent responses to the advertisement. Structural equation modeling was used to test the conceptual model. Multigroup analysis was also performed to discover any moderating effects of consumers' advertising perception in endorsement effectiveness.FindingsThis study highlights the extensive impact of social cause involvement in the domain of celebrity endorsements, while attitudes toward the endorser are not a significant antecedent of celebrity endorsement effectiveness in the sport contexts. Additionally, this study demonstrates and confirms the presence of the moderating effects of advertisement perception on the proposed relationship. This supports the general premise of the PKM that consumers' attitudes and thoughts are influenced based on consumers' judgment of persuasion attempts.Originality/valueThe current study extends the line of research on the role of advertising perception in the domain of celebrity endorsement. In particular, this study found that the PKM is a theoretically sound model that can be used to predict sports fans' attitudinal and behavioral responses.

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