Could You be More Specific?
The main purpose of this study was to contribute to the ongoing dispute on the relationship between the degree of concreteness of a stimulus and its persuasiveness, applied in a marketing context. Product and service ads were designed and manipulated with regard to the concreteness of the texts and the images. The analyses were twofold. First, the relation between the concreteness of the ad (text and image) and self-assessed comprehension, appreciation of the ad, attitude towards the offer and construal level was analysed. Moreover, it was tested whether the type of offer (service or product) moderated this relationship. Then, the effect of self-assessed comprehension, appreciation of the ad, attitude towards the offer and construal level on purchase intention was determined. Appreciation of the ad and attitude towards the offer appeared to be influenced by the degree of concreteness of the ad. Furthermore, appreciation of the ad affected purchase intention, displaying a speculative mediation effect. The results of this study both agree with and contradict previous studies, which puts them into a new perspective. Moreover, suggestions for ad design with regard to concreteness are provided.
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