An empirical examination of factual information content amon

Services are generally thought to be less tangible to consumers than physical goods, a trait which may create communication difficulties for sellers of service products. To accommodate the special nature of service products and the generally greater perceived risk associated with them, many scholars...

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Bibliographic Details
Published inThe Service industries journal Vol. 15; no. 2; p. 216
Main Authors Grove, Stephen J, Pickett, Gregory M, Laband, David N
Format Journal Article
LanguageEnglish
Published London Taylor & Francis Ltd 01.04.1995
Subjects
Advertisements
Advertising
Consumers
Documentation
Information
Market strategy
Marketing
Regression analysis
Service industries
Studies
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Summary:Services are generally thought to be less tangible to consumers than physical goods, a trait which may create communication difficulties for sellers of service products. To accommodate the special nature of service products and the generally greater perceived risk associated with them, many scholars argue that services marketers need to stress factual information in the advertisements. While this perspective has been advanced for years, little empirical research has been conducted to examine its adoption by practitioners. An examination is made of the extent to which the advertisers of services emphasize specifically suggested factual information cues in their messages. Over 17,000 newspaper ads and 9,800 television ads were scrutinized to reveal that services advertisements do indeed provide various proposed factual cues and that their incidence increases as service products become more intangible in nature.
ISSN:0264-2069
1743-9507