Abstract

http://ssrn.com/abstract=905128
 
 

Citations (7)



 


 



What to Say When: Advertising Appeals in Evolving Markets


Deborah J. MacInnis


University of Southern California - Marketing Department

Rajesh K. Chandy


University of Minnesota - Twin Cities - Carlson School of Management

Pattana Thaivanich


affiliation not provided to SSRN

Gerard J. Tellis


University of Southern California - Marshall School of Business, Department of Marketing


Journal of Marketing Research, Vol. 38, pp. 399-414, November 2001

Abstract:     
The authors study how ad cues attect 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 ettects 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 posítively framed messages are more efFective in older markets than in new markets.

Number of Pages in PDF File: 16

Keywords: Advertising messages, evolving markets, consumer behavior

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Date posted: May 31, 2006  

Suggested Citation

MacInnis, Deborah J. and Chandy, Rajesh K. and Thaivanich, Pattana and Tellis, Gerard J., What to Say When: Advertising Appeals in Evolving Markets. Journal of Marketing Research, Vol. 38, pp. 399-414, November 2001 . Available at SSRN: http://ssrn.com/abstract=905128

Contact Information

Deborah J. MacInnis
University of Southern California - Marketing Department ( email )
Hoffman Hall 701
Los Angeles, CA 90089-1427
United States
Rajesh K. Chandy
University of Minnesota - Twin Cities - Carlson School of Management ( email )
19th Avenue South
Minneapolis, MN 55455
United States
Pattana Thaivanich
affiliation not provided to SSRN ( email )
No Address Available
Gerard J. Tellis (Contact Author)
University of Southern California - Marshall School of Business, Department of Marketing ( email )
Hoffman Hall 701
Los Angeles, CA 90089-0443
United States
213-740-5031 (Phone)
213-740-7828 (Fax)
HOME PAGE: http://gtellis.net

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