Involvement, tolerance for ambiguity, and type of service moderate the effectiveness of probability marker usage in service advertising
- Author
- IB Banks and Patrick De Pelsmacker (UGent)
- Organization
- Abstract
- Results of two experiments reveal that the use of probability markers in advertisements affects brand attitude and purchase intentions, and that this is moderated by the type of service, customers' involvement, and their level of tolerance for ambiguity. Services in the study were classified as more or less hedonic/utilitarian, and more or less involving. Probability markers affect consumers' brand attitude and purchase intentions for less-involving services, while this effect is not significant for more-involving services. In addition, higher tolerance for ambiguity results in preference of hedges over pledges or no probability markers, while for consumers with lower tolerance for ambiguity the opposite holds. With regards to service type, for more-hedonic, less-involving services the use of hedges in advertising copy increases brand attitude and purchase intentions, while for more-utilitarian, less-involving services pledges result in highest levels of brand attitude and purchase intentions.
- Keywords
- VARIABLES, ACCEPTANCE, FLUENCY, PERSPECTIVE, LANGUAGE POWER, ATTITUDE, INFORMATION, PERSUASION, PERCEPTIONS, MODEL
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Citation
Please use this url to cite or link to this publication: http://hdl.handle.net/1854/LU-5741149
- MLA
- Banks, IB, and Patrick De Pelsmacker. “Involvement, Tolerance for Ambiguity, and Type of Service Moderate the Effectiveness of Probability Marker Usage in Service Advertising.” JOURNAL OF ADVERTISING, vol. 43, no. 2, 2014, pp. 196–209, doi:10.1080/00913367.2013.846241.
- APA
- Banks, I., & De Pelsmacker, P. (2014). Involvement, tolerance for ambiguity, and type of service moderate the effectiveness of probability marker usage in service advertising. JOURNAL OF ADVERTISING, 43(2), 196–209. https://doi.org/10.1080/00913367.2013.846241
- Chicago author-date
- Banks, IB, and Patrick De Pelsmacker. 2014. “Involvement, Tolerance for Ambiguity, and Type of Service Moderate the Effectiveness of Probability Marker Usage in Service Advertising.” JOURNAL OF ADVERTISING 43 (2): 196–209. https://doi.org/10.1080/00913367.2013.846241.
- Chicago author-date (all authors)
- Banks, IB, and Patrick De Pelsmacker. 2014. “Involvement, Tolerance for Ambiguity, and Type of Service Moderate the Effectiveness of Probability Marker Usage in Service Advertising.” JOURNAL OF ADVERTISING 43 (2): 196–209. doi:10.1080/00913367.2013.846241.
- Vancouver
- 1.Banks I, De Pelsmacker P. Involvement, tolerance for ambiguity, and type of service moderate the effectiveness of probability marker usage in service advertising. JOURNAL OF ADVERTISING. 2014;43(2):196–209.
- IEEE
- [1]I. Banks and P. De Pelsmacker, “Involvement, tolerance for ambiguity, and type of service moderate the effectiveness of probability marker usage in service advertising,” JOURNAL OF ADVERTISING, vol. 43, no. 2, pp. 196–209, 2014.
@article{5741149, abstract = {{Results of two experiments reveal that the use of probability markers in advertisements affects brand attitude and purchase intentions, and that this is moderated by the type of service, customers' involvement, and their level of tolerance for ambiguity. Services in the study were classified as more or less hedonic/utilitarian, and more or less involving. Probability markers affect consumers' brand attitude and purchase intentions for less-involving services, while this effect is not significant for more-involving services. In addition, higher tolerance for ambiguity results in preference of hedges over pledges or no probability markers, while for consumers with lower tolerance for ambiguity the opposite holds. With regards to service type, for more-hedonic, less-involving services the use of hedges in advertising copy increases brand attitude and purchase intentions, while for more-utilitarian, less-involving services pledges result in highest levels of brand attitude and purchase intentions.}}, author = {{Banks, IB and De Pelsmacker, Patrick}}, issn = {{0091-3367}}, journal = {{JOURNAL OF ADVERTISING}}, keywords = {{VARIABLES,ACCEPTANCE,FLUENCY,PERSPECTIVE,LANGUAGE POWER,ATTITUDE,INFORMATION,PERSUASION,PERCEPTIONS,MODEL}}, language = {{eng}}, number = {{2}}, pages = {{196--209}}, title = {{Involvement, tolerance for ambiguity, and type of service moderate the effectiveness of probability marker usage in service advertising}}, url = {{http://doi.org/10.1080/00913367.2013.846241}}, volume = {{43}}, year = {{2014}}, }
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