Advertising effectiveness and risk in the consumer decision process
Abstract
The persuasion of advertising is examined in terms of the risks women face in their decisions as consumers. Experimental results relate self-confidence, risk style, and product importance to the effect of TV commercials on brand choices for regular and instant coffee, shampoo, margarine, and household wraps. The data confirm the curvilinear effect of generalized self-confidence on persuasibility. They also show that persuasion is strongly affected by a woman's risk style. The effects of these psychological variables are enhanced for more important products, while the overall level of persuasion decreases as importance increases.
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Perceived risk consists of both uncertainty and consequence severity.
“Its core idea is that consumers’ decision-making is accompanied by subjective perceptions of uncertainty regarding outcomes, and perceived risk consists of both uncertainty and consequence severity (Barach, 1969).”
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- Authors
- Barach, J. A.
- Affiliations
- Tulane University (US)
- Corresponding author
- Barach, Jeffrey A.
- Venue
- Journal of Marketing Research
- Publisher
- SAGE Publications
- Published
- 1969-08
- Volume
- 6
- Issue
- 3
- Pages
- 314-320
- ISSN
- 0022-2437 (ISSN-L)
- 1547-7193
- OpenAlex
- W2326201854
- Cited by
- 41
- References
- 10
- Citations by year
- 2026: 2 · 2025: 2 · 2024: 1 · 2021: 1 · 2017: 1 · 2015: 2 · 2014: 3
- FWCI
- 10.65
- Type
- journal article
- Language
- en
- Open access
- closed
- Locations
- Journal of Marketing Research (publishedVersion)
- Topics
- Social Sciences › Business, Management and Accounting › Marketing › Consumer Behavior and Marketing Influence
- Social Sciences › Decision Sciences › General Decision Sciences › Decision-Making and Behavioral Economics
- Social Sciences › Business, Management and Accounting › Marketing › Marketing and Advertising Strategies
- Keywords
- advertising effectiveness, purchase decision, risk-taking, women consumers, self-confidence, persuasion, television advertising, brand choice, instant coffee, shampoo, margarine
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