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The Waste in Advertising Is the Part That Works

Author

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  • AMBLER, TIM
  • HOLLIER, E. ANN

Abstract

This study shows that “waste”—the perceived extravagance of an advertisement—contributes to advertising effectiveness by increasing credibility. It draws especially on the “Handicap Principle” in biology: animals use wasteful characteristics to signal their exceptional biological fitness. It hypothesizes that excesses in advertising work in a similar way by signaling “brand fitness.” TV advertisements were evaluated online for perceived advertising expense, message, brand familiarity, quality, reliability, and likelihood of choosing. High perceived advertising expense enhances an advertisement's persuasiveness significantly, but largely indirectly, by strengthening perceptions of brand quality.

Suggested Citation

  • Ambler, Tim & Hollier, E. Ann, 2004. "The Waste in Advertising Is the Part That Works," Journal of Advertising Research, Cambridge University Press, vol. 44(4), pages 375-389, December.
    • Handle: RePEc:cup:jadres:v:44:y:2004:i:04:p:375-389_04
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    Cited by:

    1. Olsen, G. Douglas & Pracejus, John W. & O'Guinn, Thomas C., 2012. "Print advertising: White space," Journal of Business Research, Elsevier, vol. 65(6), pages 855-860.
    2. Söderlund, Magnus & Sagfossen, Sofie, 2017. "The consumer experience: The impact of supplier effort and consumer effort on customer satisfaction," Journal of Retailing and Consumer Services, Elsevier, vol. 39(C), pages 219-229.
    3. Söderlund, Magnus, 2018. "The proactive employee on the floor of the store and the impact on customer satisfaction," Journal of Retailing and Consumer Services, Elsevier, vol. 43(C), pages 46-53.
    4. Zhen, Xueping & (George) Cai, Gangshu & Song, Reo & Jang, Sungha, 2019. "The effects of herding and word of mouth in a two-period advertising signaling model," European Journal of Operational Research, Elsevier, vol. 275(1), pages 361-373.

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