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  • The effectiveness of advertising images in promoting experiential offerings: An emotional response approach

    Author(s)
    Septianto, F
    Ye, S
    Northey, G
    Griffith University Author(s)
    Northey, Gavin
    Year published
    2021
    Metadata
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    Abstract
    This research examines the role of advertising images in promoting experiential offerings. In particular, it investigates the congruence effect between the emotional responses evoked by advertising images and experiential offerings on consumers’ purchase likelihood in the tourism context. This congruence effect is tested in a series of four experimental studies using different advertising stimuli and manipulations of perceived certainty associated with the offerings. The findings show that advertising images eliciting awe have a more positive impact on purchase likelihood when combined with an experiential offering communicating ...
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    This research examines the role of advertising images in promoting experiential offerings. In particular, it investigates the congruence effect between the emotional responses evoked by advertising images and experiential offerings on consumers’ purchase likelihood in the tourism context. This congruence effect is tested in a series of four experimental studies using different advertising stimuli and manipulations of perceived certainty associated with the offerings. The findings show that advertising images eliciting awe have a more positive impact on purchase likelihood when combined with an experiential offering communicating a low level of certainty, whereas advertising images eliciting contentment have a more positive impact on purchase likelihood when combined with an experiential offering communicating a high level of certainty. Both the theoretical and managerial implications of the findings are discussed.
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    Journal Title
    Journal of Business Research
    Volume
    122
    DOI
    https://doi.org/10.1016/j.jbusres.2020.09.015
    Subject
    Marketing
    Publication URI
    http://hdl.handle.net/10072/401588
    Collection
    • Journal articles

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