14-C: Claiming to Be Good in Parts Or in Whole? the Joint Effect of Ad Headline and Body Copy on Ad Effectiveness

Xuefeng Liu, Loyola University Maryland, USA
Jason Zhang, Loyola University Maryland, USA
Jibo He, Wichita State University, USA
This study considers ad headline and body copy as two distinct components of an ad and shows that their effects are interactive, rather than additive in terms of delivering product information. It also extends the classic hypothesis-testing framework by showing that hypotheses could be formed and tested within an ad.
[ to cite ]:
Xuefeng Liu, Jason Zhang, and Jibo He (2017) ,"14-C: Claiming to Be Good in Parts Or in Whole? the Joint Effect of Ad Headline and Body Copy on Ad Effectiveness", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 1046-1046.