IDEAS home Printed from https://ideas.repec.org/p/hal/journl/hal-00670493.html
   My bibliography  Save this paper

Spokesperson Fame and Vividness Effects in the Context of Issue-Relevant Thinking: The Moderating Role of Competitive Setting

Author

Listed:
  • Timothy B. Heath

    (Graduate School of Business - PITT - University of Pittsburgh - Pennsylvania Commonwealth System of Higher Education (PCSHE))

  • Michael S. Mccarthy

    (Miami University - MU - Miami University [Ohio])

  • David L. Mothersbaugh

    (Graduate School of Business - PITT - University of Pittsburgh - Pennsylvania Commonwealth System of Higher Education (PCSHE))

Abstract

Primarily on the basis of research from noncompetitive settings, it is generally believed that nonsubstantive advertising features are ineffective when consumers engage in issue-relevant thinking. Experiment 1 of the current study replicated prior research. Neither spokesperson fame nor the vividness of advertising copy influenced attitudes in noncompetitive settings. However, these same features proved effective in the context of balanced competition. When brands were homogenous (experiment 2) or characterized by large price-quality trade-offs (experiment 3), nonsubstantive features improved attitudes and choice probabilities despite issue-relevant thinking. When trade-offs were small, however, nonsubstantive features were again ineffective. The results suggest that balanced competition can neutralize the effects of substantive features, increase indecision, and promote perceptual contrast. These effects then empower nonsubstantive features to serve as heuristics and/or reduce the risk of postpreference regret.

Suggested Citation

  • Timothy B. Heath & Michael S. Mccarthy & David L. Mothersbaugh, 1994. "Spokesperson Fame and Vividness Effects in the Context of Issue-Relevant Thinking: The Moderating Role of Competitive Setting," Post-Print hal-00670493, HAL.
  • Handle: RePEc:hal:journl:hal-00670493
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a search for a similarly titled item that would be available.

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Stallen, Mirre & Smidts, Ale & Rijpkema, Mark & Smit, Gitty & Klucharev, Vasily & Fernández, Guillén, 2010. "Celebrities and shoes on the female brain: The neural correlates of product evaluation in the context of fame," Journal of Economic Psychology, Elsevier, vol. 31(5), pages 802-811, October.
    2. Stallen, M. & Smidts, A. & Rijpkema, M. & Smit, G. & Klucharev, V. & Fernandez, G., 2009. "Celebrities and Shoes on the Female Brain: The Neural Correlates of Product Evaluation in the Context of Fame," ERIM Report Series Research in Management ERS-2009-048-MKT, Erasmus Research Institute of Management (ERIM), ERIM is the joint research institute of the Rotterdam School of Management, Erasmus University and the Erasmus School of Economics (ESE) at Erasmus University Rotterdam.
    3. Marco Caiffa & Vincenzo Farina & Lucrezia Fattobene, 2020. "All that glitters is not gold: CEOs' celebrity beyond media content," International Journal of Finance & Economics, John Wiley & Sons, Ltd., vol. 25(3), pages 444-460, July.
    4. Michael J. Barone & Thomas E. DeCarlo, 2003. "Emerging Forms of Competitive Advantage: Implications for Agricultural Producers," Center for Agricultural and Rural Development (CARD) Publications 03-mrp5, Center for Agricultural and Rural Development (CARD) at Iowa State University.
    5. Li Xiao & Min Ding, 2014. "Just the Faces: Exploring the Effects of Facial Features in Print Advertising," Marketing Science, INFORMS, vol. 33(3), pages 338-352, May.
    6. Babutsidze, Zakaria, 2007. "How Do Consumers Make Choices? A Summary of Evidence from Marketing and Psychology," MERIT Working Papers 2007-005, United Nations University - Maastricht Economic and Social Research Institute on Innovation and Technology (MERIT).
    7. Michael J. Barone & Thomas E. DeCarlo, 2003. "Emerging Forms of Competitive Advantage: Implications for Agricultural Producers," Midwest Agribusiness Trade Research and Information Center (MATRIC) Publications (archive only) 03-mrp5, Center for Agricultural and Rural Development (CARD) at Iowa State University.
    8. Niek Althuizen & Bo Chen, 2022. "Crowdsourcing Ideas Using Product Prototypes: The Joint Effect of Prototype Enhancement and the Product Design Goal on Idea Novelty," Management Science, INFORMS, vol. 68(4), pages 3008-3025, April.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:hal:journl:hal-00670493. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: CCSD (email available below). General contact details of provider: https://hal.archives-ouvertes.fr/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.