Abstract

http://ssrn.com/abstract=370921
 
 

References (36)



 
 

Citations (1)



 


 



The Effectiveness of Advertising Matching Purchase Motivation


Joost Loef


Tinbergen Institute; Erasmus Research Institute of Management (ERIM)

Gerrit Antonides


Wageningen UR - Economics of Consumers and Households

W. Fred Van Raaij


Tilburg University - Faculty of Social and Behavioural Sciences

February 2001, 11

ERIM Report Series Reference No. ERS-2001-65-MKT

Abstract:     
Several authors have proposed frameworks to help advertisers predict and plan advertising effectiveness. Rossiter and Percy's advertising grid (1997) recommends that the ad appeal should match the purchase motivation or attitude base. They suggest that for utilitarian brands informational advertising is more effective than transformational advertising. Likewise, for hedonic brands transformational advertising is more effective than informational advertising. These recommendations were tested in an experiment with different products and different ads. Advertising effectiveness was measured by brand and ad evaluations.In contrast with Rossiter and Percy, we find that advertising that mismatches rather than matches the motivation for the brand is more effective. Our finding can be explained in two ways. Firstly, schema theory suggests that a moderate degree of incongruity between advertising and brand perceptions and unexpected but relevant information in the mismatching ad results in favorable evaluations, as compared with a matching ad. Secondly, research on attitudes and persuasion suggests that, if typical product category ads are associated with negative affect, the particular ad functions as a counterattitudinal message, which is more persuasive in the case of a mismatch rather than a match with the category ads. We find evidence for both explanations.

Number of Pages in PDF File: 47

Keywords: advertising, purchase motivation, matching hypothesis, advertising grid, brand perception

JEL Classification: M, M31, C44, M37

working papers series


Download This Paper

Date posted: February 20, 2003  

Suggested Citation

Loef, Joost and Antonides, Gerrit and van Raaij, W. Fred, The Effectiveness of Advertising Matching Purchase Motivation (February 2001, 11). ERIM Report Series Reference No. ERS-2001-65-MKT. Available at SSRN: http://ssrn.com/abstract=370921

Contact Information

Joost Loef
Tinbergen Institute ( email )
Burg. Oudlaan 50
Rotterdam, 3062 PA
Netherlands
Erasmus Research Institute of Management (ERIM)
P.O. Box 1738
3000 DR Rotterdam
Netherlands
Gerrit Antonides (Contact Author)
Wageningen University and Research Center (WUR) - Economics of Consumers and Households ( email )
Wageningen
Netherlands
+31.317.483897 (Phone)
W. Fred Van Raaij
Tilburg University - Faculty of Social and Behavioural Sciences ( email )
P.O. Box 90153
Tilburg, 5000 LE
Netherlands
(013) 466 2434 (Phone)
(013) 466 2067 (Fax)
HOME PAGE: http://www.kub.nl/webwijs/show.html?anr=523860
Feedback to SSRN


Paper statistics
Abstract Views: 7,347
Downloads: 1,613
Download Rank: 5,063
References:  36
Citations:  1

© 2014 Social Science Electronic Publishing, Inc. All Rights Reserved.  FAQ   Terms of Use   Privacy Policy   Copyright   Contact Us
This page was processed by apollo2 in 0.312 seconds