Effects of knowledge, testimonials, and Ad copy on cruise advertising judgments
Martin, Brett & Vincent, Aaron (2014) Effects of knowledge, testimonials, and Ad copy on cruise advertising judgments. Tourism Analysis, 19(6), pp. 769-774.
Tourist individual differences, such as levels of knowledge, are increasingly recognized as influencing how people respond to information. However, little research has examined the role of consumer knowledge on responses to different components of cruise advertising information. Using input from an industry panel combined with insight and measures from the literature, the results of this field experiment show that consumer knowledge interacts with two aspects of advertising—testimonial expertise and advertising copy—to influence purchase intentions towards a cruise. The results offer important implications for researchers and tourism managers regarding how consumer knowledge influences which types of advertising information are most persuasive to consumers. Results also indicate that expert consumers have more favorable attitudes than novice consumers towards cruise advertising.
Impact and interest:
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|Item Type:||Journal Article|
|Keywords:||Tourist Knowledge, Cruising, Advertising Effectiveness, Testimonials, Attributes, Benefits|
|Subjects:||Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500) > Marketing Measurement (150504)
Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > TOURISM (150600) > Tourism Marketing (150604)
|Divisions:||Current > QUT Faculties and Divisions > QUT Business School
Current > Schools > School of Advertising, Marketing & Public Relations
|Deposited On:||16 Feb 2015 22:31|
|Last Modified:||17 Feb 2015 21:16|
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