The application of information values and construal level theory for examining low cost carrier advertisements

• Published in: Journal of air transport management Vol. 90; p. 101957
• Main Authors: Tan, Wee-Kheng, Wang, Wei-Jie
• Format: Journal Article
• Language: English
• Published: Elsevier Ltd 01.01.2021
• Subjects: Advertisement; Construal level theory; Hedonic value; Low-cost carriers; Recommendation intention; Sign value; Temporal distance; Hedonic value; Sign value; Recommendation intention; Advertisement; Low-cost carriers; Construal level theory; Temporal distance
• ISSN: 0969-6997; 1873-2089
• DOI: 10.1016/j.jairtraman.2020.101957

This study considers the effectiveness of destination-focused vis-à-vis price-focused advertisements commissioned by low-cost carriers (LCCs) through the sign and hedonic information values embedded within the advertisements, and construal level theory. Based on 2 × 2 between-subjects factorial design with temporal distance (12 months versus 2 weeks) and advertisement type (destination-versus price-focused) as independent variables, the analysis revealed that, including sign and hedonic values better explain recommendations to fly LCC than if only using advertisement attitude. The influence of sign value on recommendation intention is more limited than that of hedonic value. Influence of sign value is more prominent for destination-focused advertisements. Consumers planning leisure travel see themselves as passengers rather than being tourists, meaning price-related characteristics are their primary concern. •Study effectiveness of LCCs' destination-vis-à-vis price-focused advertisement.•Consider via lenses of sign and hedonic information values and construal level theory.•Impact of sign value on recommending LCC is more limited than hedonic value.•Impact of sign value is more visible in destination-than price-focused advertisement.•When seeing LCC advertisement, consumers see themselves as passengers rather tourists.