What to Say When: Advertising Appeals in Evolving Markets

The authors study how ad cues affect consumer behavior in new versus well-established markets. The authors use theoretical insights from consumer information processing to argue that the same ad cues can have different effects on consumer behavior, depending on whether the market is new or old. The...

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Bibliographic Details
Published inJournal of marketing research Vol. 38; no. 4; pp. 399 - 414
Main Authors Chandy, Rajesh K., Tellis, Gerard J., MacInnis, Deborah J., Thaivanich, Pattana
Format Journal Article
LanguageEnglish
Published Chicago American Marketing Association 01.11.2001
SAGE PUBLICATIONS, INC
Subjects
Advertising
Advertising research
Age
Brands
Consumer advertising
Consumer behavior
Consumer motivation
Consumer research
Consumers
Econometrics
Emerging markets
Hypotheses
Knowledge
Laboratories
Marketing
Motivation
Packaged goods
Persuasion
Researchers
Statistical analysis
Studies
Sumer
Television commercials
United States > US
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Summary:The authors study how ad cues affect consumer behavior in new versus well-established markets. The authors use theoretical insights from consumer information processing to argue that the same ad cues can have different effects on consumer behavior, depending on whether the market is new or old. The authors then test these hypotheses in the context of a toll-free referral service, using a highly disaggregate econometric model of advertising response. The results indicate that argument-based appeals, expert sources, and negatively framed messages are particularly effective in new markets. Emotion-based appeals and positively framed messages are more effective in older markets than in new markets.
ISSN:0022-2437
1547-7193
DOI:10.1509/jmkr.38.4.399.18908