Comments on "Attribution Theory and Advertiser Credibility"

Hansen, Robert A.; Scott, Carol A.

doi:10.2307/3150858

Cited by 10 publications

(5 citation statements)

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“…Moreover, the recipient tends to discount the plausibility of external reality as a cause of behavior if cues suggest viable personbased or a situation-based causes. A number of authors have theorized about the process by which a mix of cues is sorted into a particular type of causal inference (e.g., Hansen & Scott, 1976;Settle & Golden, 1974;Sparkman & Locander, 1980).…”

Section: Theory and Hypotheses Development Attribution Theorymentioning

confidence: 99%

The role of product type and country-of-origin in decisions about choice of endorser ethnicity in advertising

Ryu¹,

Park²,

Feick

2006

Psychol. Mark.

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Two experiments examine the effects of endorser ethnicity and product country of origin on consumer responses toward ad and brand, and investigate the moderating role of utilitarian versus hedonic product type. In Experiment 1, for utilitarian products, participants showed more favorable responses when the endorser's ethnicity was incongruent with the product's country of origin compared to when it was congruent, supporting an attribution-theory explanation. For hedonic products, however, participants preferred ads that featured an endorser whose ethnicity matched their own, irrespective of the product's country of origin. In Experiment 2, building on the attribution explanation, two endorsers of different ethnicities generated more favorable responses than two of the same ethnicity.

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Section: Theory and Hypotheses Development Attribution Theorymentioning

confidence: 99%

The role of product type and country-of-origin in decisions about choice of endorser ethnicity in advertising

Ryu¹,

Park²,

Feick

2006

Psychol. Mark.

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show abstract

“…the process of the applied operant resources). This provides alternative anchors of attribution that reduce external attribution (Kelley 1973;Hansen and Scott 1976). In a similar vein, Atakan, Bagozzi, and Yoon (2014) explain that when customers are involved in designing a product, they may become committed to the product and identify with it.…”

Section: Attribution Theorymentioning

confidence: 93%

Atypical Shifts Post-failure: Influence of Co-creation on Attribution and Future Motivation to Co-create

Sugathan

Ranjan

Mulky

2017

Journal of Interactive Marketing

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This study investigates how the effect of the failure of co-created products or services influences: (a) internal attribution (i.e. the self) and external attribution (i.e. the firm), (b) customers’ expectancies of success, and (c) customers’ future motivation to co-create and contribute to recovery from failure. We use attribution theory and the attribution–expectancy framework to explain the theoretical relationships we advance and test our hypotheses in two independent experiments that stimulate co-creation through role-play and vignettes. The results show that customer co-creation shifts the attribution for failure to the self, resulting in atypical shifts in expectancy (increasing customers’ expectancy of future success and motivation to continue co-creating in the future). Our results suggest that utilizing customers’ efforts and skills in the co-creation of products and services can help firms to manage failure effectively. The implications of our findings on co-creation research and product and service failures are discussed, specific applications within the digital context are considered, and suggestions are offered for future research.

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“…Research on metaphor advertising, a specific category of creative advertising, provides abundant evidence that such creative marketing messages are more eye-catching and appealing, and that when consumers are pushed to actively engage in creative messages, they appreciate their artfulness (Harris et al, 1999 ; Sopory and Dillard, 2002 ; Phillips and McQuarrie, 2009 ) and feel more positively about the product or brand (McQuarrie and Mick, 1999 , 2003 ; McQuarrie and Phillips, 2005 ; Phillips and McQuarrie, 2009 ; Dahlén et al, 2018 ; West et al, 2019 ). Studies have shown that consumers see the product messages as “the literature of economic change” (Scott, 1994 , p. 464), designed to persuade them (Hansen and Scott, 1976 ; Coleman, 1990 ), and thus they expect marketing messages to be amusing, creative, and artful (Nilsen, 1976 ; Wyckham, 1984 ; Stern, 1988 ). Moreover, highly creative message presentations have been shown to increase a message's persuasiveness by provoking a deeper thought (Mothersbaugh et al, 2002 ) and more agreement (Mcguire, 2000 ) in consumers.…”

Section: Theory and Hypothesesmentioning

confidence: 99%

Is Creative Description Always Effective in Purchase Intention? The Construal Level Theory as a Moderating Effect

2021

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Recent years has witnessed a rapid growth in online shopping. This paper draws from the construal level theory to examine the divergent effects of the creative text descriptions of products on consumers' purchase intention in an online context. It also investigates consumers' construal level and the moderating role of construal level in this relationship. An assumption has been made that the creative description embraces more rhetorical devices with analogies. In doing so, such texts are in need of consumers who are having a more abstract, top-down, flexible mindset, which makes it more persuasive to some consumers with high-level construal. Three experiments add evidence to this study. These results suggest that the creative text descriptions are generally more persuasive than the non-creative ones in an online context, and that the persuasiveness of the creative descriptions can be accentuated (vs. attenuated) especially for high- (vs. low-) level construal individuals. The findings hold various theoretical implications for the creative marketing messages and construal level theory. First, in the current research, broadening, and integrating relevant research were possible by exploring the creative language in an online context. Also, it demonstrates that construal level—that is, consumers' internal thoughts, rather than external factors—influences their preference for a creative description style, thus helping extend the applications of the construal level theory to the field of creative marketing communications and integrate the research discoveries in metaphor communication.

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Comments on "Attribution Theory and Advertiser Credibility"

Cited by 10 publications

References 0 publications

The role of product type and country-of-origin in decisions about choice of endorser ethnicity in advertising

The role of product type and country-of-origin in decisions about choice of endorser ethnicity in advertising

Atypical Shifts Post-failure: Influence of Co-creation on Attribution and Future Motivation to Co-create

Is Creative Description Always Effective in Purchase Intention? The Construal Level Theory as a Moderating Effect

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