Article1995

Communication Effects of Advertising Versus Direct Experience When Both Search and Experience Attributes are Present

340 citations0/0 files storedJournal of Consumer Research

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Consumer Behavior and Marketing Influence Marketing and Advertising Strategies Consumer Behavior in Brand Consumption and Identification

Abstract

Previous research has predicted that direct product experience will be superior to advertising in communicating information about products. In experiment 1 of the present study, claims about search attributes were better recognized and beliefs about search attributes were more accessible and more confidently held after exposure to ads in comparison with direct experience of two inexpensive packaged products. Experiment 2 replicated the above effects on claim recognition, belief accessibility, and confidence for two consumer durables under low-involvement conditions. It also showed that search attributes were more frequently mentioned and were rated as more important after exposure to advertising than after direct experience; the opposite was true for experience attributes. These effects on frequency of mention and attribute importance were significantly weaker under high-involvement than under low-involvement conditions.

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References

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Cited by

2002Impact of 3-D Advertising on Product Knowledge, Brand Attitude, and Purchase Intention: The Mediating Role of Presence 2009Searching for Experience on the Web: An Empirical Examination of Consumer Behavior for Search and Experience Goods 2014A stage to engage: Social media use and corporate reputation 2015A Meta-Analysis of Electronic Word-of-Mouth Elasticity 2005The Impact of Infusing Social Presence in the Web Interface: An Investigation Across Product Types 2004Prior knowledge, credibility and information search

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