The effects of service types, advertising appeals and attributes on advertising effectiveness
Date Issued
2008
Date
2008
Author(s)
Lin, Yu-Fang
Abstract
Because of the intangibility of services, it is diffcult for customers to realize the processes and the outcomes of services. Consumers also do not have objective and tangible standards to evaluate the content and the value of services, so consumers’perceived risk has been increasing. Advertising strategy is an important tool to slove the problems caused by intanginility of service. This thesis explores the potential effects of advertising appeals and attributes in print media on ad effectiveness (including attitude toward ad, attitude toward the brand and patronage intention) for two different service types. Using college and graduate students at National Taiwan University as respondents, a 2×2× 2 between subject experimental design was conducted. Independent variables were service type (utilitarian versus hedonic service), advertising appeal (rational versus emotional appeal), and attribute (outcome versus process attribute). The conclusions are as follows：.As for utilitarian service, print ad with rational appeal results in higher level of attitude toward the ad and patronage intention. As for hedonic service, print ad with emotional appeal results in higher level of attitude toward the ad, attitude toward the brand and patronage intention..As for utilitarian service, print ad with outcome attribute results in higher level of attitude toward the ad, attitude toward the brand and patronage intention. As for hedonic service, print ad with process attribute results in higher level of attitude toward the ad, attitude toward the brand and patronage intention..As for utilitarian service, print ad with rational appeal and outcome attribute results in greater attitude toward the ad, attitude toward the brand and patronage intention than other combinations. As for hedonic service, print ad with emotional appeal and process attribute results in greater attitude toward the brand than other combinations.
Subjects
Service type
Emotional appeal
Rational appeal
Outcome attribute
Process attribute
Type
thesis
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