The Signaling Effects of Advertising and Distribution
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.
Citation:
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.
Authors
Yaqin Shi, Hakuhodo, Japan
Akinori Ono, University of Mississippi, USA
Volume
NA - Advances in Consumer Research Volume 36 | 2009
Share Proceeding
Featured papers
See MoreFeatured
The Subjective Experience of Goal Failure: How Choosing the Lesser Evil Eradicates the Negative Consequences of Goal Failure
Kamila Sobol, Concordia University, Canada
Featured
How the Past Shapes the Present: The Assimilation of Enjoyment to Similar Past Experiences
Anika Stuppy, Erasmus University Rotterdam, The Netherlands
Bram Van den Bergh, Erasmus University Rotterdam, The Netherlands
Featured
In Praise of Pleasure: Hedonic Consumption Fosters Prosocial Behavior
Daniela Cristian, City University of London, UK
Bob Fennis, University of Groningen, The Netherlands
Luk Warlop, Norwegian School of Management, Norway