This Article Full Text (PDF) References Alert me when this article is cited Alert me if a correction is posted Services Email this article to a friend Similar articles in this journal Alert me to new issues of the journal Add to Saved Citations Download to citation manager Request Permissions Request Reprints Add to My Marked Citations Citing Articles Citing Articles via Google Scholar Google Scholar Articles by DeBono, K. G. Articles by Packer, M. Search for Related Content PubMed Articles by DeBono, K. G. Articles by Packer, M. Social Bookmarking                   What's this?

The Effects of Advertising Appeal on Perceptions of Product Quality

Union College

Michelle Packer

Union College

In Study 1, high and low self-monitors either listened to music on a cassette tape or sampded a cola product after observing either an image- or a quality-oriented advertisement for the product. High self-monitors rated the quality of the products higher than low self-monitors after suing the image-oriented advertisements, and low self-monitors rated the quality of the products higher than high self-monitors after seeing the quality-oriented advertisements. In Study 2, high and low self-monitors -sorted ads that varied in the degree to which they represented image- or quality-based appeals into self-relevant and non-self-relevant categories. The more image oriented the ads were, the more self-relevant high self-monitors perceived the ads to be, and the more quality oriented the ads were, the more self-relevant low self-monitors perceived them to be. In Study 3, 1 week after viewing image-and quality-oriented ads, high and low self-monitors saw additional image and quality ads (some new, some originals) and were asked whether the ads were old or new. High self-monitors were more accurate at identifying image ads as old or new, whereas low self-monitors were more accurate at identifying quality ads as old or new.

CiteULike    Connotea    Del.icio.us    Digg    Reddit    Technorati    What's this?