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

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 desi...

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Published inJournal of air transport management Vol. 90; p. 101957
Main Authors Tan, Wee-Kheng, Wang, Wei-Jie
Format Journal Article
LanguageEnglish
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
Online AccessGet full text
ISSN0969-6997
1873-2089
DOI10.1016/j.jairtraman.2020.101957

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Abstract 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.
AbstractList 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.
ArticleNumber 101957
Author Wang, Wei-Jie
Tan, Wee-Kheng
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Keywords Hedonic value
Sign value
Recommendation intention
Advertisement
Low-cost carriers
Construal level theory
Temporal distance
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Snippet This study considers the effectiveness of destination-focused vis-à-vis price-focused advertisements commissioned by low-cost carriers (LCCs) through the sign...
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StartPage 101957
SubjectTerms Advertisement
Construal level theory
Hedonic value
Low-cost carriers
Recommendation intention
Sign value
Temporal distance
Title The application of information values and construal level theory for examining low cost carrier advertisements
URI https://dx.doi.org/10.1016/j.jairtraman.2020.101957
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