The Effect of TerminologiesOn

Attitudes Toward Advertisements and Brands

Fahad Iqbal

• Journal of Business and Psychology

Vol. 24, No. 4 (Dec., 2009), pp. 485-491

• Published by: Springer Stable

• URL:http://www.jstor.org/stable/27753928

• Accessed: 02/04/2013 01:54

Source

AbstractPurpose

• Investigation of advertisement

terminologies and its effect on consumer

behavior toward brands

Methodology• 2x2

• Terminologies are used vs terminologies are

not used

• High consumer knowledge vs low consumer

knowledge

AbstractFindings

• Advertisement with terminologies:

• Great impact on low consumer product

knowledge indivduals

• Less impact on high consumer product

knowledge individuals

Implications• The effectiveness of advertisement

terminologies depends on level of consumer

product knowledge.

• One of the pioneering studies

• Examine the relationship between adverrtisement terminologies

and consumer product knowledge

• Prior studies on advertisements effects assocciated with the use

of advertisement terminalogies ignored the influence of

consumer product knowledge

Value of research

Introduction Advertisement terminologies refer to the scientific

functions of product based on scientific specifications and

technology

Example:

• Laptop (Core i3, core i5, core i7)

• GPRS (General Packet Radio Service) system of mobile

phone

Introduction • The use of terminologies and advertisements can increase the

advertisement effectiveness. (Hong 2002)

• When the advertised products are more innovative, advertising

terminologies compel customers search about the product.

• Most consumers are ignorant of innovative products while they

might be knowledgeable about less innovative products

• This study focuses on advertising effectiveness of terminologies for

consumers who possess a high and low level of product knowledge

• Hong 2002

• Stewart and Koslow 1989

• Petty and Cacioppo 1986

• Mueller 1992

Literature Review

Hypothesis• Advertisements that contain terminologies will

cause better attitudes toward advertisements than those without terminologies.

• Advertisements that contain terminologies will cause better attitudes toward brands than those without terminologies.

Measurement of Attitudes Toward

Advertisement and BrandMuehling and Laczniak

• This study used eight 5-point scales ranging from 1 to 5 to measure advertisement attitude.

• The larger numbers indicated more positive responses to the advertisements.

• The participants were asked to indicate their attitude toward advertisements by completing the statement, e.g.

"The advertisement was..." not attractive-attractive, bad-good, unpleasant-pleasant, unfavorable-favorable,

dislike-like, dull-dynamic, depressing refreshing etc.

Advertisement Attitude

• measured by using the six 5-point scales ranging from 1 to 5

• The larger numbers indicated more positive attitude toward the brand.

• participants were asked to complete the statement,

• "My attitude toward the e-play cell phone was..." bad-good, unfavorable-favorable, negative-positive, unlikable-like able, unattractive-attractive etc.

Brand Attitude

Means of attitude toward advertisement of each treatment

Means of attitudes toward brands of each treatment

Conclusion• The study concludes that the consumers low in product

knowledge( less familiar with specialized information) consumers atttiude towards brands would be enhanced by using terminologies.

• The use of terminologies has become popular across varied product catagories i.e. the GPRS system of mobile phones, the ABS system of vehicles, the ZPT ingredients of anti dandruff shampoo.

Limitations• Participants were asked to read leaflets and answered

the questionaire in a limited period of time which is

different from real life situation

• The sample size was small and there was only one

experiment object.

• Future research should improve on these two aspects and continue to build the theory

Future research

• Alba, J. W., & Hutchinson, W. (1987). • Dimension of consumer expertise. • Journal of Consumer Research, 13, 411-454. • Bettman, J. R., & Park, C. W. (1980). • Effects of prior knowledge, exposure, and phase of the choice process on

consumer decision processes: A protocol analysis.• Journal of Consumer Research, 7, 234-248. • Bieha, G., & Chakravarti, D. (1983). Information accessibility as a moderator

of consumer choice. Journal of Consumer Research, 10, 1-14. Brucks, M. (1985).

• The effects of product class knowledge on information search behavior. Journal of Consumer Research, 12, 1-16. Hong, C. (2002).

• The influence of the terminology to the customer's attitude and purchase intension?

• The interfering effect of the product's innovativeness. Master's Thesis, Department of Busi ness Administration, Fu-jun University, Taiwan.

References

• Johnson, E. J., & Russo, J. E. (1980). Product familiarity and learning new information. Journal of Consumer Research, 11, 542-550.

• Lynch, J. G., Jr., Marmorstein, H., & Weigold, M. F. (1988). Choices from sets including remembered brands: Use of recall. Journal of Consumer Research, 15, 169-184.

• Maclnnis, D. J., & Jaworski, B. J. (1989). Marketing jobs and management controls: Toward a framework. Journal of Market ing Research, 53, 1-23.

• Meeds, R. (1998). Technically speaking: A content analysis of technical language, explanatory content and information cues in magazine advertising.

• Muehing (Ed.), Proceedings of the 1998 Conference of the American Academy of Advertising (p. 87).

• Pullman, WA: Washington St. University.

References