The procedure was comparable to that of Experiment 1. If these conditions are not met, then incorrect, meaningless and damaging associations can be created. Thus a bank cheque book is of no value unless backed by the funds transfer and storage service it represents. EXPERIMENT 1 Experiment 1 tests the impact of consumers' evaluations of peripheral cues on choice. The dominated brand was rated lower when it was inferior on overall quality (M=2.07) than when it was inferior on rewind speed (M=2.68). through colour, graphics and brand names like Visa). Slideshare uses cookies to improve functionality and performance, and to provide you with relevant advertising. Implications, limitations, and areas for future research are also discussed. Petty, Richard E. and John T. Cacioppo (1986), Communication and Persuasion: Central and Peripheral Routes to Attitude Change, New York, Springer. Prohibited Content 3. Levin, Irwin P. and Gary J. Gaeth (1988), "How Consumers are Affected by the Framing of Attribute Information Before and After Consuming the Product," Journal of Consumer Research, 15 (December), 374-378.
This effect occurred in both U.S. and Russian consumers. Using objects that customers do not value may be counter-productive. Among all the other tasks they get assigned in college, writing essays is one of the most difficult assignments. Therefore, it appears that they were willing to trade off quality or rewind speed for a spokesperson's recommendation. What Is Peripheral Marketing?. This is because the relative influence of an attribute is typically reduced as others are added. Issue-relevant thinking was again prevalent. James H. Leigh and Claude R. Martin, Jr., Ann Arbor: University of Michigan, 39-134. Shirley C. Anderson, California State University, Northridge. The implication is that liked peripheral cues can make up for deficits on objective product features (i.e., a compensatory model with peripheral and central cues).
Fictitious brand names were used to eliminate effects of brand familiarity and liking (Brands J, L, N, P). Therefore, it appears that subjects were cognizant of Brand N's objective superiority, and that some were willing to trade that superiority for stronger advertising features such as vivid copy or famous spokespeople. Gaeth, Gary J. and Timothy B. Heath (1987), "The Cognitive Processing of Misleading Advertising in Young and Old Adults," Journal of Consumer Research, 14 (June), 43-54. The moral and economic implications of advertising have been the subject of protracted debate. Procedure. Since persuasive product advertising is relatively new in the former Eastern Block countries, consumers from those countries may be more or less susceptible to advertising's influence relative to Western consumers. Ask them ,,, This is our guess …, This is what the theory sais. Subjects consisted of 134 students at Russia's Railway Institute in St. Petersburg who were paid $2 (U.S.) for their participation (the institute is similar to an engineering college in the U.S.). Although it is possible that subjects did not recognize Brand N's superiority over Brand L, this seems unlikely for three reasons. Subjects reported evaluating experimental brands more carefully than household products (M=4.14; t(55)= 9.07, p <.01) and about as carefully as consumer electronics products (M=-0.64; t(55)= 1.71, ns). The dominated attribute and the size of the dominance were varied between subjects. Gaeth, Gary J. and Timothy B. Heath (1987), "The Cognitive Processing of Misleading Advertising in Young and Old Adults," Journal of Consumer Research, 14 (June), 43-54.
(a) Associate the service with a tangible object which is more easily perceived by the customer. Tangible and intangible elements may be used to augment the essential product offer. The two target brands, one dominating the other, were equated on the overall quality rating when it was supplied. Advertising bombards people from billboards, televisions, radio, magazines and even T-shirts. Peripheral-cue liking had no effect on attitudes toward the dominated brand. The two measures of attitudes toward the dominating brand were averaged due to their high correlation (r=.79). TOS 7. Despite careful evaluations, consumers are willing to trade off certain product features for strong advertising cues such as famous spokespeople or more vivid copy.
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