When Attention Getting Advertising Tactics Elicit Consumer Inferences of Manipulative Intent : The Importance of Balancing Benefits and Investments  

Oleh:

Campbell, Margaret C.

Jenis: Article from Bulletin/Magazine
Dalam koleksi: JOURNAL OF CONSUMER PSYCHOLOGY vol. 4 no. 3 (1995), page 225-254.
Topik: ADVERTISING; advertising tactics; elicit consumer; balancing benefit; investments

Ketersediaan

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

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This research examines two attention - getting tactics commonly used in television advertising and explores hoe the use of these tactics might sometime lead consumers to infer that the advertiser is attempting to manipulate the audience. The article explores how inferences of manipulative intent might arise if a consumer's perceptions of personal investments, peprsonal beenfits, advertiser's investments and advertiser's benefits associated with the ad are not in balance. The data show that inferences of manipulative intent are related to measures of personal benefits, personal investments, and advertiser's investments as predicted and that these variables mediate the relationship between the attention - getting tactics ansd inferences of manipulative intent. Inferences of manipulative intent are found to lower advertising persuasion as measured by ad attitudes, brand attitudes, and purchase intentions.

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