Consumer response to physicians’ advertisements

Services Marketing Quarterly

2006

This study uses an experimental approach to test the influence of message sidedness and credibility on the attitude and intention toward following the guidelines for healthy eating and preventing cancer. The findings indicate a strong effect of credibility on attitude as well as intention. The influence of message sidedness is significant with respect to attitude, but not significant on intention. Implications for marketers in terms of message strategy are discussed.

Section: Credibilitymentioning

confidence: 96%

Effectiveness of Message Sidedness and Credibility on Healthy Eating to Prevent Cancer

Services Marketing Quarterly

2006

“…Such information resulted in a higher perceived credibility. Credibility in turn had a higher intention to purchase (getting a will prepared by a legal firm (Lang and Marks, 1980)), or greater intention to visit the professional (Cobb-Walgren and Dabholkar, 1992;Marks, 1984;Sanchez and Bonner, 1989): H2. It is expected that the impact of credibility will be significant.…”

Section: Credibilitymentioning

confidence: 99%

Message framing strategies for new and mature products

Journal of Product &Amp; Brand Management

2007

Purpose -This paper aims to investigate the effectiveness of message framing and source credibility on attitudes, intentions and beliefs about attributes of teeth whitening products. Although each of these variables, message framing and credibility, has been explored individually, few attempts have been made to investigate them jointly. This study aims to base itself on a full factorial design that allows for testing of interaction effects. Similar investigations in marketing limit their inquiries primarily to attitudes and intentions as dependent variables. This study goes further in that it also aims to investigate the effect of framing and credibility on the salient attributes of products. Third, the market for whitening products is maturing, resulting in a target market that is gaining knowledge about these products. Thus, the paper seeks to use knowledge as a covariate in the above investigation to determine if the communication strategy should be changed as the product moves from introduction to maturity. Design/methodology/approach -The study is based on a 2 £ 2 factorial design with framing (positive-negative) and credibility (high-low). The setting for the study is a hypothetical brand name of teeth whitening products. Findings -The results reveal that positive framing is more effective in changing attitudes and intentions. However, the effects of framing and credibility are significant in changing beliefs related to the product's attributes. Although the covariate knowledge is significant, the findings indicate that communication strategy need not change as the product moves from introduction to maturity. Research limitations/implications -Caution is advised in extrapolating the results beyond the issues investigated in the study. Practical implications -The findings help marketers in formulating effective strategies. Originality/value -The focus of most research studies in marketing is on changing attitudes and intentions. This research also includes the change in beliefs regarding the attributes of the product. Prior research on framing is tilted towards the use of negative framing. The findings of this study suggest using positive or gain-framed messages.

“…Tripp (1997), in a comprehensive review of professional services studies, found that messages containing information asserting the professional's qualifications and competencies were perceived as being highly credible. This credibility enhances the subject's intention to use the professional services (Cobb‐Walgren and Dabholkar, 1992; Marks, 1984; Sanchez and Bonner, 1989). In general, then, credibility seems logically affected by the reputation of the firm that produces the product and affects intention to act.…”

Section: Introductionmentioning

confidence: 98%

Using framing and credibility to incorporate exercise and fitness in individuals' lifestyle

Journal of Consumer Marketing

Stoner²,

Arora³

2006

PurposeTo investigate the influence of message framing and message credibility on one's attitude and intention toward exercise and fitness activities.Design/methodology/approachA sample of 136 respondents participated in the study. A 2 × 2 factorial design was utilized and tested using multivariate analysis of variance (MANOVA).FindingsThe findings reveal the significance of source credibility for influencing both attitude and intention toward exercise and fitness activities. Additionally, the results reveal a significant impact of current lifestyle on attitude as well as intention toward exercise and fitness activities.Research limitations/implicationsThe findings suggest the importance of carefully designed messages to reach and affect a target population whose exercise activity has been largely unaffected despite years of public pronouncements and publicity.Practical implicationsService marketers could most effectively encourage physical activity by utilizing highly credible sources in their messages. If high credibility sources cannot be secured, positively framed messages should be used.Originality/valueThe interaction effects of message framing and source credibility have received limited research attention, particularly in the exercise and fitness context.