How Consumers Assess the Value of Advertising
- 1 March 1995
- journal article
- research article
- Published by Taylor & Francis in Journal of Current Issues & Research in Advertising
- Vol. 17 (1) , 1-18
- https://doi.org/10.1080/10641734.1995.10505022
Abstract
This paper introduces a new construct—advertising value—a representation of the perceived value of advertising to consumers. A conceptual model is proposed and tested via a mall intercept survey. A portion of the model focusing on how informativeness and entertainment influence advertising value is then examined in an experimental study. The results from both tests strongly support the validity of the proposed relationships. Potential implications and applications of the construct as well as hypothesized relationships with other variables are also discussed.Keywords
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