The Impact of Pretrial Advertising on Postt rial Product Evaluations: Assessing the Effects of Att ribute Information for Hedonic and Utilitarian Products

Abstract

Our research examines the extent to which pretrial advertisements versus trial alone are effective in generating favorable posttrial product evaluations. In an experiment related to utilitarian (paper towels) and hedonic (chocolate) products, we examine the effects of ad messages that provide objective versus subjective claims about search and experience product attributes on consumers' posttrial product evaluations. For utilitarian products, pretrial advertising promoting search attributes with objective claims is more effective than trial alone or promotion of experience attributes in generating favorable posttrial product evaluations. For hedonic products, trial provides the necessary opportunities for experiencing the product; however, if pretrial advertising is deemed appropriate, the focus should be on communicating search attributes with objective claims or experience attributes with subjective claims.