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.

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Abstract

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.

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ID Code: 81821
Item Type: Journal Article
Refereed: Yes
Keywords: Tourist Knowledge, Cruising, Advertising Effectiveness, Testimonials, Attributes, Benefits
DOI: 10.3727/108354214X14146846679600
ISSN: 1943-3999
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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