Abstract:There are many kinds of FIT products in the market. Firms will attract consumers’ attention in what advertisement reveal and how much information should be presented. The differences of these advertis...There are many kinds of FIT products in the market. Firms will attract consumers’ attention in what advertisement reveal and how much information should be presented. The differences of these advertisement forms affect the consumers’ perception and decision on the product. The advertisement reveal will divide into two parts on consumers’ preference to the product, with-preference information and without-preference information type. With-preference information type included the advertisement only with preference information (specialized) and the advertisement with preference and non-preference information (all-in-one). And without-preference information type included the product with superior and inferior performance on non-preference attribute (superior and inferior brand). Therefore, this research will discuss how would advertisement reveal affect consumers’ evaluation on the products and to find out the reasons with reasoning strategy. Furthermore, involvement and brand will affect the evaluation on the product, this research will also discuss its moderating effect. An experiment was designed to collect data and analyzed. The conclusions of this study are as follows: (1) The advertisement with preference information, consumers will have higher evaluation of preference attribute on specialized product than all-in-one product, but have higher evaluation and the possibility of choice on all-in-one product. (2) The advertisement without preference information, consumers will have higher evaluation of preference attribute and product performance on superior brand than inferior brand. (3) Consumers with high involvement have higher differences of product performance on two kinds of advertisement type than those with low involvement. (4) The same brand products with preference attributes have affected the evaluation much more than the different ones; the different brand products without preference attributes have affected the evaluation much more than the same onesRead More
Publication Year: 2008
Publication Date: 2008-01-01
Language: en
Type: article
Access and Citation
AI Researcher Chatbot
Get quick answers to your questions about the article from our AI researcher chatbot