Positive and Negative Reinforcement in Advertising Messages: Effects on Memory, Attitudes, and Intentions
2007 (English)In: : Effects on Memory, Attitudes, and Intentions, 2007Conference paper (Refereed)
Brands in many product categories, such as the beauty and hygiene category, can be advertised with either positive (transformational) or negative (informational) reinforcement messages. In this experiment, these types of messages are found to have different and opposing influences on memory, attitudes, and purchase intentions. There are tendencies for negative reinforcement messages to improve the memory for ads and brands, but worsen ad and brand attitudes. For unknown brands, purchase intentions are also lowered, though not for well-known brands, where they tend to increase instead.
Place, publisher, year, edition, pages
Advertising effects, reinforcement, memory, attitudes
Research subject Business Administration
IdentifiersURN: urn:nbn:se:su:diva-77461OAI: oai:DiVA.org:su-77461DiVA: diva2:532829
The 36th EMAC Conference – A Flexible Conference in a Country of Unpredictable Nature