Conditions facilitating successful discounting in consumer decision making

Article Abstract:

Two types of discounting appeals were tested for effectiveness: an ignore appeal asks consumers to disregard a previously communicated claim because it may not be valid; a refute appeal specifically states that the challenged claim is incorrect. Results from two experiments indicate that the impact of the two appeals on consumer decision making depends on the elaboration the message underwent during encoding. Impact is also mediated by the extent to which a discounting cue provides counterinformation about a product and signals a reinterpretation of nonchallenged claims. Refute appeals are more effective due to their specificity and strength. (Reprinted by permission of the publisher.)

Management, Consumer behavior, Motivation research (Marketing), Trade discounts

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What does familiarity breed? complexity as a moderator or repetition effects in advertisement evaluation

Article Abstract:

This article examines how consumers' attitudes toward advertisements are affected by their previous exposure to them. The results of our experiment suggest that the effects of exposure on ad attitudes may be moderated by the complexity of the advertisement: evaluations of complex ads become more positive with exposure, while those of simple ads do not. This finding may help explain why previous studies of ad exposure effects have yielded mixed results. (Reprinted by permission of the publisher.)

Advertising research

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