Appeals to image and claims about quality
Understanding the psychology of advertising
Bibliographic Data
| ID | 6199596 |
|---|---|
| Authors | M Snyder (0000-0002-3351-8215, University of Minnesota System), Kenneth G Debono (University of Minnesota) |
| Year | 1985 |
| Volume | 49 |
| Issue | 3 |
| Pages | 586-597 |
| Publication date | 1985-09-01 |
| Peer Reviewed | Yes |
| Open Access | No |
| Type | ARTICLE |
| Venue | Journal of Personality and Social Psychology (JOURNAL) |
| Journal identifiers | ISSN: 0022-3514 • E-ISSN: 1939-1315 |
| Publisher | American Psychological Association (APA) (PUBLISHER) |
| DOI | 10.1037//0022-3514.49.3.586 |
| OpenAlex | W4244613220 |
| Language | EN |
| Citations received | 105 |
| References cited | 17 |
In three investigations we examined the evaluative and behavioral reactions of high and low self-monitoring individuals to two advertising strategies: appeals to a prod-uct's image and claims about a product's quality. High self-monitoring individuals reacted more favorably to image-oriented advertisements, were willing to pay more for products if they were advertised with an image orientation, and were more willing to try a product if it was marketed with an image appeal. By contrast, low self-monitoring individuals reacted more favorably to product-quality-oriented ads, were willing to pay more for products if they were advertised with a quality ori-entation, and were more willing to try a product if it was marketed with a quality claim. Theoretical and practical implications of these findings for advertising strat-egies, as well as theoretical implications of these findings for the nature of attitudes, are explored. It has been called "the most potent influence in adapting and changing [our] habits and modes of life, affecting what we eat, what we
Advertising · Epistemology · Quality (philosophy · Consumer Behavior in Brand Consumption and Identification · Corporate Identity and Reputation · Creativity in Education and Neuroscience · Psychology · Social Psychology
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| Unique citing works | 99 |
|---|---|
| Citations per year | 2,63 |
| Citation span | 1986 - 2026 (41) |
| Citation velocity | current |
| Highly cited | Yes |
| Citation types | Neutral: 91 |