What to Say When: Advertising Appeals in Evolving Markets

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

16 Pages Posted: 31 May 2006

See all articles by Deborah J. MacInnis

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

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.

Keywords: Advertising messages, evolving markets, consumer behavior

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: https://ssrn.com/abstract=905128

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

Register to save articles to
your library

Register

Paper statistics

Downloads
268
Abstract Views
1,733
rank
111,795
PlumX Metrics