The Effects of Advertiser Reputation and Extremity of Advertising Claim on Advertising Effectiveness
Abstract
A factorial experiment was developed in which the reputation of the advertising firm and the extremity of the advertising claim were manipulated. Two levels of advertiser reputation, focusing on the expertise and trustworthiness of the sponsoring firm, were developed. Claim extremity was structured on a rank-order scale with product claims as first, third, fifth, or twentieth best among 100 competing brands. Product evaluation was significantly influenced by both independent variables and by the interaction between the two. Measures of ad credibility helped provide an explanation for the findings.
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Rational consumers normally discount overly positive claims.
“Rational consumers normally discount overly positive claims (Goldberg and Hartwick, 1990), and skepticism towards tourism promotions could negatively influence the overall persuasiveness of an advertisement message (Rozier-Rich & Santos, 2011).”
From The impact of tourism mini-movies on destination image: The influence of travel motivation and advertising disclosure (2017) · cites this paper as Goldberg and Hartwick, 1990
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- Authors
- Goldberg, M. E., & Hartwick, J.
- Venue
- Journal of Consumer Research
- Publisher
- Oxford University Press (OUP)
- Published
- 1990-09
- Volume
- 17
- Issue
- 2
- Pages
- 172
- ISSN
- 0093-5301 (ISSN-L)
- 1537-5277
- OpenAlex
- W2027525432
- Cited by
- 444
- References
- 0
- Citations by year
- 2026: 5 · 2025: 7 · 2024: 9 · 2023: 11 · 2022: 25 · 2021: 12 · 2020: 15 · 2019: 20 · 2018: 19 · 2017: 18 · 2016: 22 · 2015: 17 · 2014: 23 · 2013: 30 · 2012: 23
- FWCI
- 14.41
- Type
- journal article
- Language
- en
- Open access
- closed
- Locations
- Journal of Consumer Research (publishedVersion)
- Topics
- Social Sciences › Business, Management and Accounting › Marketing › Marketing and Advertising Strategies
- Social Sciences › Business, Management and Accounting › Marketing › Consumer Behavior in Brand Consumption and Identification
- Social Sciences › Business, Management and Accounting › Marketing › Consumer Behavior and Marketing Influence
- Keywords
- advertising effectiveness, ad credibility, expertise, trustworthiness, product evaluation
About these checks
Registry, retraction, Cites and statistics results are computed, not judged, with one exception: a printed reference that no index lists is read once by a model before it counts as a citation error. Claims are extracted by a model and kept only when their quote appears verbatim in the text; each cited source is then checked, with a model’s help, for whether it says what the claim relies on. Those verdicts can be wrong — read the claim’s quote and the cited source before relying on one.
Statistics and arithmetic are recomputed, not judged.
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