How Consumers Assess the Value of Advertising

Robert H. Ducoffe

774 citations0/0 files storedJournal of Current Issues & Research in Advertising

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Marketing and Advertising Strategies Consumer Behavior and Marketing Influence Consumer Market Behavior and Pricing

Abstract

This paper introduces a new construct—advertising value—a representation of the perceived value of advertising to consumers. A conceptual model is proposed and tested via a mall intercept survey. A portion of the model focusing on how informativeness and entertainment influence advertising value is then examined in an experimental study. The results from both tests strongly support the validity of the proposed relationships. Potential implications and applications of the construct as well as hypothesized relationships with other variables are also discussed.

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References

1980Significance tests and goodness of fit in the analysis of covariance structures.1988Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence 1979A Paradigm for Developing Better Measures of Marketing Constructs 1989The Practice of Social Research 2025Advances in Consumer Research 1970Information and Consumer Behavior 1974Advertising as Information 1989An Empirical Examination of the Structural Antecedents of Attitude toward the Ad in an Advertising Pretesting Context

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