Advertising Claims About Search and Experiential Attributes and Their Effect on Post-Trial Evaluations of Functional Versus Hedonic Products

Camelia Micu, University of Connecticut

ADVERTISING CLAIMS ABOUT SEARCH AND EXPERIENTIAL ATTRIBUTES AND THEIR EFFECT ON POST-TRIAL EVALUATIONS OF FUNCTIONAL VERSUS HEDONIC PRODUCTS

 

Camelia Micu

University of Connecticut

 

This paper focuses on understanding the effects of pre-trial advertising claims on consumers’ post-trial evaluations. Drawing upon message claim and ad-trial literature, I hypothesize effects based on product type. For functional products, I expect search claims will generate more favorable post-trial evaluations than experiential claims, and objective claims will result in more favorable evaluations than subjective claims. For hedonic products, I expect experiential claims will generate more favorable post-trial evaluations than search claims, and subjective claims will result in more favorable evaluations than objective claims. I argue that product trial alone generates less favorable post-trial responses for both types of products.
[ to cite ]:
Camelia Micu (2006) ,"Advertising Claims About Search and Experiential Attributes and Their Effect on Post-Trial Evaluations of Functional Versus Hedonic Products", in NA - Advances in Consumer Research Volume 33, eds. Connie Pechmann and Linda Price, Duluth, MN : Association for Consumer Research, Pages: 310-311.