The Effect of Perceived Advertising Costs on Brand Perceptions
AbstractHow, why, and when consumers use their perceptions of advertising costs as cues to a new brand's quality-related attributes is examined. It is proposed that consumers perceive advertising costs as deviations from expectations about typical costs in the product category. Perceived costs are hypothesized to affect brand perceptions in an inverted-U fashion with extemely high costs leading to negative perceptions. The level of involvement and informativeness of ad content moderate this relationship. An experiment in which subjects are exposed to an ad for a new product provides evidence for the proposed model. Copyright 1990 by the University of Chicago.
Download InfoTo our knowledge, this item is not available for download. To find whether it is available, there are three options:
1. Check below under "Related research" whether another version of this item is available online.
2. Check on the provider's web page whether it is in fact available.
3. Perform a search for a similarly titled item that would be available.
Bibliographic InfoArticle provided by University of Chicago Press in its journal Journal of Consumer Research.
Volume (Year): 17 (1990)
Issue (Month): 2 (September)
Contact details of provider:
Web page: http://www.journals.uchicago.edu/JCR/
You can help add them by filling out this form.
CitEc Project, subscribe to its RSS feed for this item.
- Gergaud, Olivier & Livat, Florine, 2007. "How do consumers use signals to assess quality?," Working Papers 37296, American Association of Wine Economists.
- Doraszelski, Ulrich & Draganska, Michaela & Clark, C. Robert, 2007. "Information or Persuasion? An Empirical Investigation of the Effect of Advertising on Brand Awareness and Perceived Quality using Panel Data," Research Papers 1971, Stanford University, Graduate School of Business.
- Abraham Koshy & . Abhishek, 2010. "Quality Perceptions of Private Label Brands Conceptual Framework and Agenda for Research," Working Papers id:2756, eSocialSciences.
- Pieters, R. & Rosbergen, E. & Hartog, M., 1996. "Visual attention to advertising: The impact of motivation and repetition," Open Access publications from Tilburg University urn:nbn:nl:ui:12-73693, Tilburg University.
- Moorthy, Sridhar & Hawkins, Scott A., 2005. "Advertising repetition and quality perception," Journal of Business Research, Elsevier, vol. 58(3), pages 354-360, March.
- Kirmani, Amna & Lee, Michelle P. & Yoon, Carolyn, 2004. "Procedural priming effects on spontaneous inference formation," Journal of Economic Psychology, Elsevier, vol. 25(6), pages 859-875, December.
- Paul M. Patterson & Timothy J. Richards, 2000. "Newspaper advertisement characteristics and consumer preferences for apples: A mimic model approach," Agribusiness, John Wiley & Sons, Ltd., vol. 16(2), pages 159-177.
- C. Clark & Ulrich Doraszelski & Michaela Draganska, 2009. "The effect of advertising on brand awareness and perceived quality: An empirical investigation using panel data," Quantitative Marketing and Economics, Springer, vol. 7(2), pages 207-236, June.
- Bosmans, A & Warlop, Luk, 2005. "How vulnerable are consumers to blatant persuasion attempts?," Open Access publications from Katholieke Universiteit Leuven urn:hdl:123456789/122263, Katholieke Universiteit Leuven.
For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Journals Division).
If references are entirely missing, you can add them using this form.