THE EFFECTS OF CONSUMER INVOLVEMENT, ADVERTISER REPUTATION, AND ADVERTISING CLAIM ON ADVERTISING EFFECTIVENESS

Abstract

Advertising characteristics such as advertiser reputation and the degree of claim extremity have some bearing on consumer evaluation of the advertising message. Understanding such effects is important because it addresses how best an ad can be made persuasive given managerially controllable factors such as what types of ad claims to use or which endorser to seek. This study investigates the effectiveness of advertiser reputation and claim extremity on attitude change and message evaluation under conditions of high- and low-involvement Using an experimental design, the results indicated that under low-involvement, message sincerity is significantly higher when the claim is extreme and the advertiser reputation positive compared to negative. When there is high-involvement, messages by a positive advertiser reputation is perceived to be more sincere than that by a negatively reputed advertiser if the claim is moderately extreme. The results were explained using the Elaboration Likelihood Model. Theoretical, methodological, and managerial implications from the research are discussed, and directions for future research suggested.