The Signaling Effects of Advertising and Distribution

Yaqin Shi, Hakuhodo, Japan
Akinori Ono, University of Mississippi, USA
We examined the signaling effects of advertising and distribution by treating them as extrinsic cues that potentially affect the perception of the price and quality of a product. A structural equation model was used to examine the nature of these relationships. The perceived amounts of advertising and distribution had more profound signaling effects than perceived price on the perception of quality. In addition, subjective norms regarding products were most influenced by the perceived amount of advertising, whereas the perception of quality was most influenced by the perceived amount of distribution.
[ to cite ]:
Yaqin Shi and Akinori Ono (2009) ,"The Signaling Effects of Advertising and Distribution", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 800-800.