• 主题
高级搜索  >
历史搜索 清空历史
首页> 外文会议>AMA Winter Academic Conference >Truth-Bias and Detection Accuracy in Marketing Messages: The Moderating Effect of Brand and Product Attributes
【24h】

Truth-Bias and Detection Accuracy in Marketing Messages: The Moderating Effect of Brand and Product Attributes

机译：营销信息中的真实偏见和检测准确性：品牌和产品属性的调节效果

获取原文
页面导航
  • 摘要
  • 著录项
  • 相似文献
  • 相关主题

摘要

In marketing communication,there is a presumption people can detect deception and,therefore,protect themselves from the deceptive intent of the message.The Park-Levine probability model(Park and Levine,2001)posits that in interpersonal situations the veracity judgment is a function of the receiver's truth-bias and the base rate of untruthful messages evaluated.This study extends the model to marketing messages.Marketing messages are purposefully planned and executed often with the intent to persuade consumers to think,feel,and act in ways that are favorable to the producer.In the study of deceptive advertising and marketing persuasion,most frequent question has been whether or not a promotional message was appropriately comprehended(Jacoby and Hoyer,1987)and was the consumer(receiver)harmed(Burke,DeSarbo,Oliver,and Robertson,1988).We take an alternative perspective,and consider whether consumers are able to accurately detect the veracity of a marketing message,and under what conditions.The specific research questions we address are: Do consumers have less truth-bias toward marketing messages than they have toward interpersonal messages? And,do branding and product attributes increase truth-bias?
机译：在营销沟通中，有一个假设人们可以检测欺骗，因此，保护​​自己免受消息的欺骗性意图。公园 - 左概率模型（Park和Levine，2001）在人际关系的情况下，准确判断是一种功能接收者的真实性偏见和估计的不真实消息的基本速率。这项研究将模型扩展到营销信息。目的地计划并经常被意图劝说消费者思考，感受和行动的营销信息。向生产者进行欺骗性广告和营销劝说，最常见的问题是促销信息是否适当地理解（Jacoby和Hoyer，1987），并且是消费者（接收者）伤害（Burke，Desarbo，Oliver，和1988年）。我们采取替代角度，并考虑消费者是否能够准确地检测营销信息的真实性，在什么条件下。我们地址的具体研究问题是：消费者对营销信息的真实偏差比他们对人际交往的态度较少吗？并且，品牌和产品属性会增加真实性偏见吗？

著录项

相似文献

  • 外文文献
  • 中文文献
  • 专利
获取原文

客服邮箱：kefu@zhangqiaokeyan.com

京公网安备：11010802029741号 ICP备案号：京ICP备15016152号-6 六维联合信息科技 (北京) 有限公司©版权所有

  • 客服微信

  • 服务号