The Effects of Advertising Messages about a Non-Target Product on the Evaluation of a Target Product: An Experimental Study

By Chang, Horng-Jinh; Huang, Chih-Wen et al. | International Journal of Management, June 2002 | Go to article overview
Save to active project

The Effects of Advertising Messages about a Non-Target Product on the Evaluation of a Target Product: An Experimental Study


Chang, Horng-Jinh, Huang, Chih-Wen, Tai, Ai-Ping, International Journal of Management


A two experiments, we manipulate the advertising messages of non-target product and investigate their effects on evaluation of target product. The results of the two experiments shown that sensitivity to the limitations of evidence and the likelihood of judgmental moderation increases if (1) a target product is evaluated in the non-target product described on judgment relevant dimensions with differ from those used in describing the target or (2) a target is judged in the non-target of a completely different type of product described by a relatively large amount of messages. The findings from this paper have indicated that the effect depends on the type and amount of attribute message provided to the non-target product.

Introduction

The amount of message used to form an overall evaluation on product influences the extremity of the overall evaluation and confidence in that evaluation is suggested by Information Integration theory (Anderson 1967,1981,1982,1991; Louviere 1988; Lynch 1985; Troutman and Shanteau 1976; Sanbonmatsu et al. 1997,1998). The information is then combined, according to an integration rule (e.g., the average rule), into an overall evaluation of the product (Meyer 1981; McCann 1982; Kardes & Kalyanaram, 1992). There are many studies in the field of information integration. The most interesting and valuable findings is the set-size effect - the overall evaluation of an object becomes more extreme as the amount of information known about the object increases. In addition, the real product is hardly discussed in the classic experiment on the set-size effect (Anderson 1967), subjects judged the likability of a target person described by sets of 1,2,3,4,or 6 adjectives. Furthermore, while the number of presented adjectives increased, the evaluation extremity increased either.

It is well-know that consumers encounter numerous advertising messages from many sources and through various media in every day, so advertisers are increasingly concerned about the effectiveness of their messages. The results from many studies in marketing and advertising found the ways to enhance advertising effectiveness. Gordon, McKeage, and Fox (1998) proposed that advertisers strive to produce advertisements that will involve the audience, thus causing the audience to pay more attention to the ads, focus more attention on product-related message contained in the ad, so researchers (e.g., Smith 1996) argue that advertisers should pay attention to how the ads messages are shown and presented to consumers. For example, the way message is constructed significantly to influence the consumers' judgments and decisions about the products (Zhang & Buda 1999; Sanbonmatsu et al. 1997,1998; Smith 1996; Ganzach and Karsahi 1995; Woodside and Singer 1994; Puto 1987). The evidence (Levin & Gaeth 1988; Gaeth et al.1990) reveals that the effects of message framing may vary under different conditions. Smith (1996) is also suggested that the impact of message framing may depend on the type of product. Positive ad have a more favorable impact than the negative ad on purchase-decision judgments for transformational products.

Indeed, consumer studies have extended the scope of the investigation and explored the effect of deterministic product attribute framing on overall product judgment (e.g., Sanbonmatsu et al. 1997,1998; Levin and Gaeth 1988). Also, the effect of framing advertising messages is considered by advertisers (e.g., Smith 1996; Zhang & Buda 1999).

In many decision situations, people form evaluation about product based on available message partially. For example, there are many situations to be considered when a consumer needs to purchase a new sport shoes. The most important attribute on which to evaluate sport shoes is subjective by different consumers. Unfortunately, not all attributes and styles of sport shoes are compared. Therefore, the consumer is faced with the problem of how to respond when the value of a salient product attribute is unknown or a particularly important attribute is missing.

The rest of this article is only available to active members of Questia

Sign up now for a free, 1-day trial and receive full access to:

  • Questia's entire collection
  • Automatic bibliography creation
  • More helpful research tools like notes, citations, and highlights
  • Ad-free environment

Already a member? Log in now.

Notes for this article

Add a new note
If you are trying to select text to create highlights or citations, remember that you must now click or tap on the first word, and then click or tap on the last word.
Loading One moment ...
Project items
Notes
Cite this article

Cited article

Style
Citations are available only to our active members.
Sign up now to cite pages or passages in MLA, APA and Chicago citation styles.

Cited article

The Effects of Advertising Messages about a Non-Target Product on the Evaluation of a Target Product: An Experimental Study
Settings

Settings

Typeface
Text size Smaller Larger
Search within

Search within this article

Look up

Look up a word

  • Dictionary
  • Thesaurus
Please submit a word or phrase above.
Print this page

Print this page

Why can't I print more than one page at a time?

While we understand printed pages are helpful to our users, this limitation is necessary to help protect our publishers' copyrighted material and prevent its unlawful distribution. We are sorry for any inconvenience.
Full screen

matching results for page

Cited passage

Style
Citations are available only to our active members.
Sign up now to cite pages or passages in MLA, APA and Chicago citation styles.

Cited passage

Welcome to the new Questia Reader

The Questia Reader has been updated to provide you with an even better online reading experience.  It is now 100% Responsive, which means you can read our books and articles on any sized device you wish.  All of your favorite tools like notes, highlights, and citations are still here, but the way you select text has been updated to be easier to use, especially on touchscreen devices.  Here's how:

1. Click or tap the first word you want to select.
2. Click or tap the last word you want to select.

OK, got it!

Thanks for trying Questia!

Please continue trying out our research tools, but please note, full functionality is available only to our active members.

Your work will be lost once you leave this Web page.

For full access in an ad-free environment, sign up now for a FREE, 1-day trial.

Already a member? Log in now.

Are you sure you want to delete this highlight?