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dc.contributor.authorWalters, Gabrielleen_US
dc.contributor.authorSparks, Beverleyen_US
dc.contributor.authorHerington, Carmelen_US
dc.contributor.editorRick Perdueen_US
dc.date.accessioned2017-05-03T12:03:51Z
dc.date.available2017-05-03T12:03:51Z
dc.date.issued2007en_US
dc.date.modified2008-07-29T04:14:13Z
dc.identifier.issn00472875en_US
dc.identifier.urihttp://hdl.handle.net/10072/15884
dc.description.abstractTwo imagery-evoking strategies are examined to determine their effectiveness for producing an elaborate consumption vision. Specifically, a 3 x 3 factorial experimental design is employed to examine the effects of pictures and text as advertising stimuli to evoke elaborate consumption visions among the participants, within the context of holiday decision-making. A MANOVA revealed a main effect for each of the two stimuli. The presence of more concrete pictures contributed to the extent of elaboration and quality of consumers' consumption visions. Furthermore, the addition of concrete words together with instructions to imagine increased the elaboration and quality of the consumption vision. A significant interaction effect between the picture and text variables demonstrated that combining instructions to imagine with concrete pictures is the most efficacious strategy. The paper discusses the implications of the findings for theory as well as offering an application of the results for tourism destination marketers.en_US
dc.description.peerreviewedYesen_US
dc.description.publicationstatusYesen_AU
dc.format.extent394550 bytes
dc.format.mimetypeapplication/pdf
dc.languageEnglishen_US
dc.language.isoen_AU
dc.publisherSage Publications, Inc.en_US
dc.publisher.placeUnited Statesen_US
dc.publisher.urihttp://www.sagepub.com/en_AU
dc.relation.ispartofstudentpublicationYen_AU
dc.relation.ispartofpagefrom24en_US
dc.relation.ispartofpageto34en_US
dc.relation.ispartofissue1en_US
dc.relation.ispartofjournalJournal of Travel Researchen_US
dc.relation.ispartofvolume46en_US
dc.rights.retentionYen_AU
dc.subject.fieldofresearchcode350508en_US
dc.titleThe Effectiveness of Print Advertising Stimuli in Evoking Elaborate Consumption Visions for Potential Travelersen_US
dc.typeJournal articleen_US
dc.type.descriptionC1 - Peer Reviewed (HERDC)en_US
dc.type.codeC - Journal Articlesen_US
gro.rights.copyrightCopyright 2007 SAGE Publications. This is the author-manuscript version of the paper. Reproduced in accordance with the copyright policy of the publisher. Please refer to the journal link for access to the definitive, published version.en_AU
gro.date.issued2007
gro.hasfulltextFull Text


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