The Efffects of Integrating Advertising and Negative Word of Mouth Communications on Message Processing and Response  

Oleh:

Vogt, Christine A. ; Smith, Robert E.

Jenis: Article from Bulletin/Magazine
Dalam koleksi: JOURNAL OF CONSUMER PSYCHOLOGY vol. 4 no. 2 (1995), page 133-152.
Topik: RESPONSE; advertising; word of mouth; communication; message processing

Ketersediaan

Perpustakaan Pusat (Semanggi) Nomor Panggil: JJ42.1 Non-tandon: 1 (dapat dipinjam: 0) Tandon: tidak ada

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Isi artikel

Although many models of ad processing and response have been developed, most experimental tests of these models have exposed subjects only to advertising stimuli. In the marketplace, however consumers often receive negative brand information in addition to advertising. In this study, we exokired whether traditional models accurately predict ad processing and response when consumers integrate advertising with negative word of mouth (WOM) communications about the brand. A test was conducted using four experimental groups : ad only, negative WOM only, advertising then negative WOM, and negative WOM then advertising. Results show that : a. advertising mitigates the detrimental cognitive effects of negative WOM communication (when the ad is process first) and the detrimental affective and conative effects (when the ad is processed last), b. integrating ad content with negative WOM communication causes significant changes in the mesaage processing of both c. negative WOM communication significantly reduces the perceived credibility of advertising as well as brand attitudes and purchase intention, and d. the effect of attitutde toward the ad on brand attitude becomes non significant where subjects process both types of informations. Implications for marketing research and practice are discussed.

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