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Titolo:
THE IMPACT OF PROSPECT-THEORY BASED FRAMING TACTICS ON ADVERTISING EFFECTIVENESS
Autore:
BERGER PD; SMITH GE;
Indirizzi:
BOSTON UNIV,SCH MANAGEMENT BOSTON MA 02215 BOSTON COLL BOSTON MA 00000
Titolo Testata:
Omega (Oxford)
fascicolo: 5, volume: 26, anno: 1998,
pagine: 593 - 609
SICI:
0305-0483(1998)26:5<593:TIOPBF>2.0.ZU;2-T
Fonte:
ISI
Lingua:
ENG
Soggetto:
DECISION-MAKING; SEARCH BEHAVIOR; PRIOR KNOWLEDGE; REGRET; UNCERTAINTY; PRODUCT; CHOICE; RISK; INFORMATION; FRAMES;
Keywords:
FRAMING TACTICS; ADVERTISING EFFECTIVENESS; PRIOR CATEGORY KNOWLEDGE; FRACTIONAL FACTORIAL DESIGN; INTERACTION EFFECTS;
Tipo documento:
Article
Natura:
Periodico
Settore Disciplinare:
Physical, Chemical & Earth Sciences
CompuMath Citation Index
Science Citation Index Expanded
Citazioni:
37
Recensione:
Indirizzi per estratti:
Citazione:
P.D. Berger e G.E. Smith, "THE IMPACT OF PROSPECT-THEORY BASED FRAMING TACTICS ON ADVERTISING EFFECTIVENESS", Omega (Oxford), 26(5), 1998, pp. 593-609

Abstract

Among the most important decisions managers make is the determinationof the most effective advertising strategies (and their associated tactics) and the determination of the market segments for which each strategy will be effective. Little research has explored the application of prospect theory based framing tactics (described in the text) to advertising. In this research we empirically test three framing tactics simultaneously, to study their individual main effects, and the interaction effects among them. We also test the moderating effect of buyers' prior knowledge of the product category. We used a fractional factorial experimental design to study purchase Likelihood as a function of the above framing tactics, using 216 women, ages 25 to 49, who owned or were thinking of buying a video Camera. Some of the most interestingresults involved significant two-way interaction effects. As expected, subjects responded differently, depending on their level of product category knowledge. One framing tactic was more influential on high knowledge subjects than on low or moderate knowledge subjects. Other interactions among the several framing tactics yielded significant and interesting results. (C) 1998 Elsevier Science Ltd. All rights reserved.

ASDD Area Sistemi Dipartimentali e Documentali, Università di Bologna, Catalogo delle riviste ed altri periodici
Documento generato il 27/11/20 alle ore 12:56:37