The effect of using claim confirming product cues on the product claim credibilityis seeing believing?

Resumo

The Cue Utilization Theory establishes that all products are made of multiples cues that may be seen as surrogates for the intangible attributes that make up any given product. However, the results of many years of research have yet yielded little consensus as to the impact generated by the use of such cues. This research aims to contribute to the discussion about the importance of intrinsic cues by investigating the effects that the use of product cues that confirm the product claim may have on Claim Credibility (measured through Ad Credibility), and also on consumers’ Purchase Intention and Perceived Risk toward the product. An experiment was designed to test such effects and the results suggest the effects of the use of Claim Confirming Product Cues depend on consumer’s level of awareness about such cue, and that when consumers are aware of it, Ad Credibility and Purchase Intention increase, as Perceived Risk decreases. Such results may have implications to academicians and practitioners, as well as may provide insights for future research.

Ficha do documento

Tipo

Dissertação

Ano

2013

Instituição

Fundação Getulio Vargas

Fonte

Repositório da FGV

Idioma

Inglês

Acesso

Não informado

Identificador

oai:repositorio.fgv.br:10438/10671

Temas

Economia

Palavras-chave

Product claimSkepticism toward advertisingPerceived riskCue utilization theoryEconomics of information theoryAdministração de empresasMarketing - Aspectos psicológicosPercepção do riscoComportamento do consumidorCogniçãoTeoria da informação em economia