The DOI matches its Crossref record; 1 of the 1 references it cites were found in a registry or an index.
The Effect of Perceived Advertising Costs on Brand Perceptions
Abstract
How, why, and when consumers use their perceptions of advertising costs as cues to a new brand's quality-related attributes is examined. It is proposed that consumers perceive advertising costs as deviations from expectations about typical costs in the product category. Perceived costs are hypothesized to affect brand perceptions in an inverted-U fashion, with extremely high costs leading to negative perceptions. The level of involvement and informativeness of ad content moderate this relationship. An experiment in which subjects are exposed to an ad for a new product provides evidence for the proposed model.
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Citations
Cites
The Elaboration Likelihood Model of Persuasion
Petty, R. E., & Cacioppo, J. T. (1986) · Advances in Experimental Social Psychology · doi:10.1016/s0065-2601(08)60214-2 · Cited by 8,822
Cited by
The Persuasion Knowledge Model: How People Cope with Persuasion Attempts
Friestad, M., & Wright, P. (1994) · Journal of Consumer Research · doi:10.1086/209380 · Cited by 3,811
Campbell, M. C., & Kirmani, A. (2000) · Journal of Consumer Research · doi:10.1086/314309 · Cited by 1,342
Self-citationBiswas, D., & Biswas, A. (2004) · Journal of Interactive Marketing · doi:10.1002/dir.20010 · Cited by 294
KOSLOW, S. (2000) · Journal of Consumer Affairs · doi:10.1111/j.1745-6606.2000.tb00093.x · Cited by 163
Reputation building: beyond our control? Inferences in consumers' ethical perception formation
Brunk, K. H. (2010) · Journal of Consumer Behaviour · doi:10.1002/cb.317 · Cited by 79
Metadata
- Authors
- Kirmani, A.
- Venue
- Journal of Consumer Research
- Publisher
- Oxford University Press (OUP)
- Published
- 1990-09
- Volume
- 17
- Issue
- 2
- Pages
- 160
- ISSN
- 0093-5301 (ISSN-L)
- 1537-5277
- OpenAlex
- W2054905293
- Cited by
- 364
- References
- 1
- FWCI
- 7.51
- Type
- journal article
- Language
- en
- Open access
- closed
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Contains information from the Semantic Scholar Academic Graph Datasets, made available under the ODC Attribution License (ODC-BY 1.0).
Semantic Scholar’s data is described in: Kinney, R., et al. (2023). The Semantic Scholar Open Data Platform. arXiv:2301.10140.
