• 主题
高级搜索  >
历史搜索 清空历史
首页> 外文期刊>Journal of Business Research >Comparative advertising: Effects of concreteness and claim substantiation through reactance and activation on purchase intentions
【24h】

Comparative advertising: Effects of concreteness and claim substantiation through reactance and activation on purchase intentions

机译：比较广告：通过反应和激活对购买意向的具体性和要求证实的影响

获取原文
获取原文并翻译 | 示例
           
页面导航
  • 摘要
  • 著录项
  • 相似文献
  • 相关主题

摘要

In this paper, we examine positive (activation) and negative (reactance) effects of concrete versus non-concrete comparative advertising and the impact of claim substantiation in such comparative advertising on purchase intentions. We also analyze the moderating role of consumers' predisposition to show reactance. The results indicate that without claim substantiation, quality comparisons (less concrete) produce higher activation but also more reactance than comparisons based on intrinsic attributes (more concrete). With claim substantiation, quality comparisons still trigger higher activation, but they only trigger more reactance in consumers who have a high predisposition to show reactance. For consumers with a low predisposition to show reactance, quality comparisons trigger even less reactance than intrinsic attribute comparisons. This research enhances the theoretical understanding of processes underlying consumer reactions to comparative advertising and provides marketers with knowledge about the appropriate use of claim substantiation as well as of the comparative basis for addressing different consumer types.
机译：在本文中，我们研究了混凝土广告与非混凝土比较广告的正面（激活）和负面（反应性）效果，以及此类比较广告中的主张依据对购买意向的影响。我们还分析了消费者易感性的调节作用，以显示出反感。结果表明，与基于内在属性的比较（更具体）相比，如果没有主张的依据，质量比较（较少的具体）会产生更高的激活率，但也会产生更大的电抗。有了主张证据，质量比较仍会触发较高的激活度，但是它们只会在具有较高抗性的消费者中引发更多的电抗。对于那些倾向于显示电抗的消费者而言，质量比较所触发的电抗甚至比内在属性比较少。这项研究增强了对消费者对比较广告做出反应的过程的理论理解，并为营销人员提供了有关索赔主张的适当使用以及解决不同消费者类型的比较基础的知识。

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