The Impact of Advertising Appeals on Consumers’ Perception of an Advertisement for a Technical Product and the Moderating Roles of Endorser Type and Endorser Age

Karina Skupin, Ardion Beldad*, Mark Tempelman

*Corresponding author for this work

Research output: Chapter in Book/Report/Conference proceedingChapterAcademicpeer-review

Abstract

Companies market their products by employing various elements in their advertisements. Previous studies have shown that the use of different types of endorsers (e.g., product experts, consumers) can result in different effects. At the same time, the use of certain appeals (rational vs. emotional) in product advertisements also matters for customer outcomes. While the extent to which the effects of message appeal depend on endorser type has received some research attention, the interaction between message appeal and endorser’s age is not yet known. A 2 (message appeal: rational vs. emotional) × 2 (endorser type: product expert vs. consumer) × 2 (endorser’s age: an endorser in his 20s vs. an endorser in his 50s) experimental study with 270 German consumers was implemented. MANOVA results indicate that only the message appeal matters for consumer outcomes such as message credibility, product attitude, and purchase intention. The hypothesized main effects for endorser type on the dependent variables are not empirically supported. Furthermore, the interaction effects for message appeal and endorser types are also not statistically significant.

Original languageEnglish
Title of host publication Marketing Opportunities and Challenges in a Changing Global Marketplace. AMSAC 2019
PublisherSpringer Nature Switzerland AG
Pages189-199
Number of pages11
ISBN (Electronic)978-3-030-39165-2
ISBN (Print)978-3-030-39164-5
DOIs
Publication statusPublished - 16 Jun 2020
Event99th Academy of Marketing Science Annual Conference, AMSAC 2019 - Fairmont Hotel Vancouver, Vancouver, Canada
Duration: 29 May 201931 May 2019
Conference number: 99
https://www.ams-web.org/m/event_details.asp?id=1113506

Publication series

NameDevelopments in Marketing Science: Proceedings of the Academy of Marketing Science
ISSN (Print)2363-6165
ISSN (Electronic)2363-6173

Conference

Conference99th Academy of Marketing Science Annual Conference, AMSAC 2019
Abbreviated titleAMSAC 2019
Country/TerritoryCanada
CityVancouver
Period29/05/1931/05/19
Internet address

Keywords

  • Advertisement attitude
  • Endorser type
  • Endorser–message congruence
  • Endorser’s age
  • Message appeal
  • Message credibility
  • Product endorsement

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