Artikel Jurnal

Financially constrained consumer responses toward attribute- and goal-framed advertisements. (e-journal)

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The global outbreak of the COVID-19 epidemic has placed considerable financial constraints on people's lives, which may have changed their attitude toward advertising. This study explored the differential persuasiveness of attribute- versus goal-framed advertising on consumers with various financial constraints. The results of two studies (ns = 93 and 79, respectively) showed that consumers with higher (vs. lower) financial constraints were more responsive to attribute-framed (vs. goal-framed) advertisements for a fictional airline, and that this relationship was mediated by processing fluency. This research contributes to the literature on message framing and offers guidance for marketers looking to improve their targeting through developing more tailored advertisements.

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

332 WAN f

Penerbit

Palmerston North : Scientific Journal Publishers, Ltd.., 2023

Deskripsi Fisik

2-11 hlm ; 11 lembar

Bahasa

English

ISBN/ISSN

0301-2212

Klasifikasi

332

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

Vol. 51, Issue 9

Subjek

ECONOMY

Info Detail Spesifik

Document Type: Report

Pernyataan Tanggungjawab

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Versi lain/terkait

Lampiran Berkas

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