Retail Services Advertising: The Effects of Appeal, Medium, and Service

References

• Aaker , David A. , Batra , Rajeev and Myers , John G. 1992 . Advertising Management, , 4th ed. , Englewood Cliffs , NJ : Prentice-Hall, Inc .
   Google Scholar
• Abernethy , Avery M. and Butler , Daniel D. 1992 . “Advertising Information: Services Versus Products,” . Journal of Retailing , 68 Winter : 398 – 419 .
   Web of Science ®Google Scholar
• Biel , Alexander L. and Bridgwater , Carol A. 1990 . “Attributes of Likable Television Commercials,” . Journal of Advertising Research , 30 June/July : 38 – 44 .
   Web of Science ®Google Scholar
• Berry , Leonard L. 1981 . “Perspectives on the Retailing of Services,” . In Theory in Retailing: Traditional and Nontraditional Sources , Edited by: Stampfli , Ronald W. and Hirschman , Elizabeth C. 9 – 20 . Chicago : American Marketing Association .
   Google Scholar
• Bowen , John . 1990 . “Development of a Taxonomy of Services to Gain Strategic Marketing Insights,” . Journal of the Academy of Marketing Science , 18 Winter : 43 – 9 .
   Google Scholar
• Brown , Kevin . 1991 . “Total Ad Spending by Category and Media,” . Advertising Age , 62 September 25 : 8
   Google Scholar
• Bruzzone , Donald . 1981 . “New Evidence on When to Use Mood and Message,” . BRC Newsletter , May : 4 – 5 .
   Google Scholar
• Buchholz , Laura M. and Smith , Robert E. 1991 . “The Role of Consumer Involvement in Determining Cognitive Response to Broadcast Advertising,” . Journal of Advertising , 20 Winter : 4 – 17 .
   Web of Science ®Google Scholar
• Choi , Y. and Thorson , Esther . “Memory for Factual, Emotional and Balanced Ads Under Two Instructional Sets,” . Proceedings of the 1983 Conference of the American Academy of Advertising . Edited by: Fletcher , A. D. pp. 160 – 4 . Knoxville : University of Tennessee .
   Google Scholar
• Cook , Thomas D. and Campbell , Donald T. 1979 . Quasi-Experimentation: Design and Analysis Issues for Field Settings , Chicago : Rand-McNally .
   Google Scholar
• Cutler , Bob D. and Javalgi , Rajshekher G. 1993 . “Analysis of Print Ad Features: Services Versus Products,” . Journal of Advertising Research , 33 March/April : 62 – 9 .
   Web of Science ®Google Scholar
• Dunn , Watson S. , Barban , Arnold M. , Krugman , Dean M. and Reid , Leonard N. 1990 . Advertising, Its Role in Modern Marketing, , 7th ed. , Chicago : The Dryden Press .
   Google Scholar
• Dyer , Robert F. and Shimp , Terence A. 1980 . “Reactions to Legal Advertising,” . Journal of Advertising Research , 20 April : 43 – 51 .
   Web of Science ®Google Scholar
• Firestone , Sidney H. 1983 . “Why Advertising a Service is Different,” . In Emerging Perspectives on Services Marketing , Edited by: Berry , Leonard L. 86 – 9 . Chicago : American Marketing Association .
   Google Scholar
• George , William R. and Berry , Leonard L. 1981 . “Guidelines for the Advertising of Services,” . Business Horizons , 24 July/August : 52 – 6 .
   Web of Science ®Google Scholar
• Golden , Linda L. and Alpert , Mark I. 1987 . “Comparative Analysis of the Relative Effectiveness of One- and Two-Sided Communication for Contrasting Products,” . Journal of Advertising , 16 ( 1 ) : 18 – 25 .
   Web of Science ®Google Scholar
• Golden , Linda L. and Johnson , K. A. 1983 . “The Impact of Sensory Preferences and Thinking vs. Feeling Appeals on Advertising Effectiveness,” . In Advances in Consumer Research , Edited by: Bagozzi , R. P. and Tybout , A. M. Vol. 10 , 203 – 8 . Ann Arbor , MI : Association for Consumer Research .
   Google Scholar
• Greenwald , Anthony G. and Leavitt , Clark . 1984 . “Audience Involvement in Advertising: Four Levels,” . Journal of Consumer Research , 11 June : 581 – 92 .
   Web of Science ®Google Scholar
• Hanssens , Dominique M. and Weitz , Barton A. 1980 . “The Effectiveness of Industrial Print Advertisements Across Product Categories,” . Journal of Marketing Research , 17 August : 294 – 306 .
   Web of Science ®Google Scholar
• Heischmidt , Kenneth and Elfrink , John . 1991 . “The Changing Attitude of CPAs Toward Advertising,” . Journal of Advertising , 20 Spring : 39 – 52 .
   Web of Science ®Google Scholar
• Hirschman , Elizabeth C. and Holbrook , Morris B. 1982 . “Hedonic Consumption: Emerging Concepts, Methods and Propositions,” . Journal of Marketing , 46 Summer : 92 – 101 .
   Web of Science ®Google Scholar
• Hite , Robert E. , Fraser , Cynthia and Bellizzi , Joseph A. 1990 . “Professional Service Advertising: The Effects of Price Inclusion, Justification, and Level of Risk,” . Journal of Advertising Research , 30 August/September : 23 – 31 .
   Web of Science ®Google Scholar
• Holbrook , Morris B. and Hirschman , Elizabeth C. 1982 . “The Experiential Aspects of Consumption: Consumer Fantasies, Feeling and Fun,” . Journal of Consumer Research , 9 September : 132 – 40 .
   Web of Science ®Google Scholar
• Holbrook , Morris B. and Lehmann , Donald R. 1980 . “Form versus Content in Predicting Starch Scores,” . Journal of Advertising Research , 20 ( 4 ) : 53 – 62 .
   Web of Science ®Google Scholar
• Holbrook , Morris B. and O'Shaughnessy , John . 1984 . “The Role of Emotion in Advertising,” . Psychology and Marketing , 1 Summer : 45 – 64 .
   Google Scholar
• Johar , J. S. and Sirgy , M. Joseph . 1991 . “Value-Expressive Versus Utilitarian Advertising Appeals: When and Why To Use Which Appeal,” . Journal of Advertising , 20 September : 23 – 33 .
   Web of Science ®Google Scholar
• Kinnear , Thomas C. and Taylor , James R. 1991 . Marketing Research: An Applied Approach, , 4th ed. , New York : McGraw-Hill Book Company .
   Google Scholar
• Klein , Gary . 1981 . “Relative Advertising Channel Effectiveness: A Test of Learning vs. Involvement Orientations,” . Current Issues and Research in Advertising , 4 ( 1 ) : 71 – 84 .
   Google Scholar
• Kotler , Philip . 1984 . Marketing Management: Analysis, Planning and Control, , 5th ed. , Englewood Cliffs , NJ : Prentice-Hall, Inc .
   Google Scholar
• LaBand , David N. , Pickett , Gregory M. and Grove , Stephen J. 1992 . “An Empirical Examination of the Informational Content of Services Advertisements,” . In Enhancing Knowledge Development in Marketing , Edited by: Leone , Robert P. and Kumar , V. 166 – 7 . Chicago : American Marketing Association .
   Google Scholar
• Legg , Donna and Baker , Julie . 1987 . “Advertising Strategies for Service Firms,” . In Add Value to Your Service , Edited by: Surprenant , Carol . 163 – 8 . Chicago : American Marketing Association .
   Google Scholar
• Liu , Scott S. and Stout , Patricia A. 1987 . “Effects of Message Modality and Appeal on Advertising Acceptance,” . Psychology and Marketing , 4 Fall : 167 – 87 .
   Google Scholar
• Lovelock , Christopher H. 1981 . “Why Marketing Management Needs To Be Different for Services,” . In Marketing of Services , Edited by: Donnelly , James H. and George , William R. 5 – 9 . Chicago : American Marketing Association .
   Google Scholar
• Lovelock , Christopher H. 1983 . “Classifying Services to Gain Strategic Marketing Insights,” . Journal of Marketing , 47 Summer : 9 – 20 .
   Web of Science ®Google Scholar
• Lutz , Richard J. , Mackenzie , Scott B. and Belch , George E. 1983 . “Attitude Toward the Ad as a Mediator of Advertising Effectiveness,” . In Advances in Consumer Research , Edited by: Bagozzi , R. and Tybout , A. Vol. 10 , 532 – 9 . Ann Arbor , MI : Association for Consumer Research .
   Google Scholar
• McConnell , J. D. 1970 . “Do Media Vary in Effectiveness?” . Journal of Advertising Research , 10 ( 5 ) : 19 – 22 .
   Web of Science ®Google Scholar
• Miller , Darryl W. and Marks , Lawrence J. 1992 . “Mental Imagery and Sound Effects in Radio Commercials,” . Journal of Advertising , 21 December : 83 – 93 .
   Web of Science ®Google Scholar
• Mills , Peter K. and Margulies , Newton . 1980 . “Toward a Core Typology of Service Organizations,” . Academy of Management Review , 5 April : 255 – 65 .
   Google Scholar
• Mitchell , Andrew A. and Olson , Jerry C. 1981 . “Are Product Attribute Beliefs the Only Mediator of Advertising Effects on Brand Attitude?” . Journal of Marketing Research , 18 August : 318 – 22 .
   Web of Science ®Google Scholar
• Muehling , Darrel D. , Laczniak , Russell N. and Stoltman , Jeffrey J. 1991 . “The Moderating Effects of Ad Message Involvement: A Reassessment,” . Journal of Advertising , 20 June : 29 – 38 .
   Web of Science ®Google Scholar
• Murray , Keith B. and Schlacter , John L. 1990 . “The Impact of Services Versus Goods on Consumers' Assessment of Perceived Risk and Variability,” . Journal of the Academy of Marketing Science , 18 ( 1 ) : 51 – 65 .
   Google Scholar
• Norris , Claire E. and Colman , Andrew M. 1992 . “Context Effects on Recall and Recognition of Magazine Advertisements,” . Journal of Advertising , 21 September : 37 – 46 .
   Web of Science ®Google Scholar
• Nunnally , Jum C. 1978 . Psychometric Theory, , 2nd ed. , New York : McGraw-Hill Book Company .
   Google Scholar
• Page , Thomas J. , Thorson , Esther and Heide , Maria Papas . 1990 . “The Memory Impact of Commercials Varying in Emotional Appeal and Product Involvement,” . In Emotion in Advertising , Edited by: Agres , Stuart J. , Edell , Julie A. and Dubitsky , Tony M. 255 – 68 . New York : Quorum Books .
   Google Scholar
• Parasuraman , A. , Zeithaml , Valarie A. and Berry , Leonard L. 1988 . “SERVQUAL: A Multiple-Item Scale for Measuring Consumer Perceptions of Quality,” . Journal of Retailing , 64 Spring : 12 – 40 .
   Web of Science ®Google Scholar
• Pechmann , Cornelia and Stewart , David W. 1989 . “The Multidimensionality of Persuasive Communications: Theoretical and Empirical Foundations,” . In Cognitive and Affective Responses to Advertising , Edited by: Cafferata , Patricia and Tybout , Alice . 31 – 65 . Lexington , MA : Lexington Books .
   Google Scholar
• Sewall , Murphy A. and Sarel , Dan . 1986 . “Characteristics of Radio Commercials and their Recall Effectiveness,” . Journal of Marketing , 50 January : 52 – 60 .
   Web of Science ®Google Scholar
• Shapiro , Irwin A. and Majewski , Robert F. 1983 . “Should Dentists Advertise?” . Journal of Advertising Research , 23 June/July : 33 – 7 .
   Web of Science ®Google Scholar
• Shavitt , Sharon . 1990 . “The Role of Attitude Objects in Attitude Functions,” . Journal of Experimental Social Psychology , 26 March : 124 – 48 .
   Web of Science ®Google Scholar
• Shavitt , Sharon . 1992 . “Evidence for Predicting the Effectiveness of Value-Expressive Versus Utilitarian Appeals: A Reply to Johar and Sirgy,” . Journal of Advertising , 21 June : 47 – 51 .
   Web of Science ®Google Scholar
• Shostack , Lynn G. 1977 . “Breaking Free From Product Marketing,” . Journal of Marketing , 41 April : 73 – 80 .
   Web of Science ®Google Scholar
• Stafford , Marla Royne . 1993 . “An Evaluation of the Effectiveness of the Appeal and the Medium Within a Classification of Services,” . University of Georgia . unpublished doctoral dissertation
   Google Scholar
• Stout , Patricia A. and Leckenby , John D. “The Rediscovery of Emotional Response in Copy Research,” . Proceedings of the American Academy of Advertising . Edited by: Glover , Donald R. pp. 40 – 5 . Lincoln : University of Nebraska .
   Google Scholar
• U.S. Bureau of the Census . 1991 . Statistical Abstract of the United States: 1991 , Washington , DC : U.S. Government Printing Office .
   Google Scholar
• Vaughan , Richard . 1980 . “How Advertising Works,” . Journal of Advertising Research , 20 October : 27 – 33 .
   Web of Science ®Google Scholar
• Yi , Youjae . 1990 . “Cognitive and Affective Priming Effects of the Context for Print Advertisements,” . Journal of Advertising , 19 ( 2 ) : 40 – 8 .
   Web of Science ®Google Scholar
• Young , Robert F. 1981 . “The Advertising of Consumer Services and the Hierarchy of Effects,” . In Marketing of Services , Edited by: Donnelly , J. and George , W. 196 – 8 . Chicago : American Marketing Association .
   Google Scholar
• Zeithaml , Valarie A. 1981 . “How Consumer Evaluation Processes Differ Between Goods and Services,” . In Marketing of Services , Edited by: Donnelly , J. and George , W. 186 – 90 . Chicago : American Marketing Association .
   Google Scholar
• Zeithaml , Valarie A. , Parasuraman , A. and Berry , Leonard L. 1985 . “Problems and Strategies in Services Marketing,” . Journal of Marketing , 49 Spring : 33 – 46 .
   Web of Science ®Google Scholar
• Zielske , H. 1982 . “Does Day-After Recall Penalize ‘Feeling’ Ads?” . Journal of Advertising Research , 22 February/March : 19 – 22 .
   Web of Science ®Google Scholar
• Zinkhan , George M. , Johnson , Madeline and Zinkhan , F. Christian . 1992 . “Differences Between Product and Services Television Commercials,” . Journal of Services Marketing , 6 Summer : 59 – 66 .
   Google Scholar
• Zinkhan , George M. and Cheng , C. S. Agnes . 1992 . “Marketing Communication Intensity Across Industries,” . Decision Sciences , 23 May/June : 758 – 69 .
   Web of Science ®Google Scholar
• Zufryden , Fred S. 1981 . “A Tested Model of Purchase Response to Advertising Exposure,” . Journal of Advertising Research , 21 February : 7 – 15 .
   Web of Science ®Google Scholar