Does it make sense to classify consumers as users and

Info icon This preview shows pages 10–11. Sign up to view the full content.

View Full Document Right Arrow Icon
Does it make sense to classify consumers as users and nonusers? As heavy and light users? As users of brand X rather than brand Y? Do American consumers fit into such neat categories? Or is it likely that their brand choice behavior is more subtle, less susceptible to exact categorization? This article shows how traditional, static approaches are inadequate for predicting consumer behavior. It offers an alternative: the dynamic, probabilistic approach which can sharpen analysis and yield better predictive models. (ALFRED A. KUEHN, 1964). In two experiments, the authors manipulated the audience's level of involvement in processing an advertisement and whether the advertisement was open-ended (i.e., did not include an explicit conclusion) or closed-ended. Results of both experiments show the open-ended advertisement to be superior to the closed-ended one for an involved audience in terms of brand attitude, purchase intention, and choice, whereas only a small and statistically insignificant difference between the two types of advertisements is found for the uninvolved audience. Moreover, the second experiment shows that the choice advantage of the open-ended ad for the involved audience persisted when measured one week later. ( ALAN G. SAWYER , 1991). Advertisers frequently use endorsers or spokespersons as credible sources to influence consumers' attitudes and purchase intentions. Corporate credibility--the reputation of a company for honesty and expertise--is another type of source credibility that can influence consumer reactions to ads and shape brand attitudes. The present study assessed the impact of endorser and corporate credibility on attitude-toward-the-ad, attitude-toward-the-brand, and purchase intentions. We surveyed 152 adult consumers who viewed a fictitious ad for Mobil Oil company. They rated the credibility of the ad's endorser, the credibility of the company, and attitude-toward-the-ad, attitude-toward-the- brand, and purchase intentions. Path analysis confirmed that endorser credibility had its strongest impact on Aad while corporate credibility had its strongest impact on AB. The findings suggest that corporate credibility plays an important role in consumers' reactions to advertisements and brands, independent of the equally important role of endorser credibility (RONALD E. GOLDSMITH). Information search is a critical component of the purchase decision process for most consumer durables. This paper postulates a descriptive model of information search and tests the hypothesized relationships using survey data obtained from a probability sample of new automobile purchasers. The results support the hypothesis that there are at least two unique components of prior knowledge: specific product knowledge and general product-class knowledge. The former causes less external search, the latter causes more external search. Cost of search was found to be negatively related to external search, while external search was found to be positively related to cost savings. Satisfaction was found to be related to cost savings but not to external search. (GIRISH N. PUNJ, 1983).
Image of page 10

Info icon This preview has intentionally blurred sections. Sign up to view the full version.

View Full Document Right Arrow Icon
Image of page 11
This is the end of the preview. Sign up to access the rest of the document.

{[ snackBarMessage ]}

What students are saying

  • Left Quote Icon

    As a current student on this bumpy collegiate pathway, I stumbled upon Course Hero, where I can find study resources for nearly all my courses, get online help from tutors 24/7, and even share my old projects, papers, and lecture notes with other students.

    Student Picture

    Kiran Temple University Fox School of Business ‘17, Course Hero Intern

  • Left Quote Icon

    I cannot even describe how much Course Hero helped me this summer. It’s truly become something I can always rely on and help me. In the end, I was not only able to survive summer classes, but I was able to thrive thanks to Course Hero.

    Student Picture

    Dana University of Pennsylvania ‘17, Course Hero Intern

  • Left Quote Icon

    The ability to access any university’s resources through Course Hero proved invaluable in my case. I was behind on Tulane coursework and actually used UCLA’s materials to help me move forward and get everything together on time.

    Student Picture

    Jill Tulane University ‘16, Course Hero Intern