When the Product is Complex, Does the Advertisement's Conclusion Matter?

Journal of Business Research,Vol. 48, No. 1, pp. 55-62, 2000

8 Pages Posted: 6 Apr 2010 Last revised: 13 May 2014

See all articles by Thomas Gruen

Thomas Gruen

University of Colorado at Colorado Springs

M. Kim Saxton

Indiana University - Kelley School of Business - Department of Marketing

Michael Ahearne

University of Houston - C.T. Bauer College of Business

Date Written: 2000

Abstract

This study was made for two purposes. The first was to replicate the study of Sawyer and Howard (1991), which found that the effects of persuasion in open-ended advertisements were greater than those of closed-ended advertisements when the audience was involved in processing the ads. The second was to examine a potential boundary condition of these findings based on complexity of the product featured in the advertisement and the audience's ability to process the information. An experiment using 211 student subjects replicated the results of Sawyer and Howard when the same low-complexity product was featured in the target advertisement. However, the results of the analysis of variance (ANOVA) and logistic regression (LOGIT) analyses on four measures of persuasion (attitude toward the brand, effort, purchase intention, and choice) showed that the effects Sawyer and Howard found for their relatively simple product (razor) did not hold for a complex product (CD player) except for purchase intention. Further examination of the role of the subject's ability to process the complex product advertisement showed little difference from the over-all group in the complex product condition.

Keywords: Advertising, Conclusion, Open and Closed Ended

JEL Classification: M30

Suggested Citation

Gruen, Thomas W. and Saxton, M. Kim and Ahearne, Michael, When the Product is Complex, Does the Advertisement's Conclusion Matter? (2000). Journal of Business Research,Vol. 48, No. 1, pp. 55-62, 2000 , Available at SSRN: https://ssrn.com/abstract=1584808

Thomas W. Gruen

University of Colorado at Colorado Springs ( email )

1420 Austin Bluffs Parkway
Colorado Springs, CO 80933-7150
United States
719-255-3335 (Phone)

HOME PAGE: http://www.uccs.edu/tgruen

M. Kim Saxton

Indiana University - Kelley School of Business - Department of Marketing ( email )

Kelley School of Business
Bloomington, IN 47405
United States

Michael Ahearne (Contact Author)

University of Houston - C.T. Bauer College of Business ( email )

334 Melcher Hall
Houston, TX 77204-6021
United States
713-743-4155 (Phone)
713-743-4572 (Fax)

HOME PAGE: http://www.bauer.uh.edu/Directory/profile.asp?firstname=Michael&lastname=Ahearne

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