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Effects Of Susceptibility To
Normative Influence And Type Of
Testimonial On Attitudes Toward
Print AdvertisingBRETT A. S. MARTIN, DANIEL WENTZEL, AND TORSTEN TOMCZAK
Apresentação: Gustavo Viegas
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Background
Testimonials in Advertising
3rd most used
“workhorse selling tool”
Susceptibility to Normative Influence (SNI)
“… readiness to conform to others' expectations regarding
purchases, and the need to identify with others, or enhance one’s
image by acquiring products or brands” (Bearden, Netemeyer, and Teel
1989).
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Research Hypotheses
Study 1 – typical person endorser
Effects of SNI, Testimonial Quality and Attribute Quality on Attitudes
H1a – High SNI + Strong testimonial quality
H1b – Low SNI + Strong attribute quality
Valence cognitions’ mediator effects
H2a – High SNI -> valence of testimonial thoughts = mediator
H2b – Low SNI -> valence of attribute thoughts = mediator
Study 2 – celebrity endorser “Study 2 tests the generalizability of the results found in Study 1 using a celebrity
endorser rather than a TP endorser.”
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Study 1 – Hypotheses 1a and 1b
Study design
2 (High SNI, Low SNI) x 2 (testimonial quality:
strong, weak) x 2 (attribute quality: strong, weak)
Participants and product criteria
Independent variables
Dependent variables and covariates
Attitudes
Cognitive Responses
Covariates
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Study 1 – Results – H1a
Manipulation checks were ok
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Study 1 – Results – H1a
H1a check!
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Study 1 – Results – H1b
Significant for Attitude toward the brand
Marginally significant for PI (p = .06)
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Study 1 – Results – H1b
H1b partially check!
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Study 1 – Hypotheses 2a and 2b
Mediation tested using path analysis (Baron and Kenny, 1986)
Valence of Testimonial Cognitions (VTC)
Valence of Attribute Cognitions (VAC) Positive – Negative testimonial/attribute thoughts
Valence cognitions’ mediator effects
H2a – High SNI -> valence of testimonial thoughts = mediator
H2b – Low SNI -> valence of attribute thoughts = mediator
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Study 1 – Results – H2a
“The effect of testimonial quality
was reduced by 23% when VTCs
were included in the model for
Aad (β = .31, p < .01)”
H2a supported!
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Study 1 – Results – H2b
“The effect of testimonial quality
was reduced by 23% when VTCs
were included in the model for
Aad (β = .31, p < .01)”
H2b partially supported!
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Study 1 - Discussion
Evaluations of a TP endorser are influenced by consumer’s level of SNI
High SNI respond more favorably to strong testimonial quality
Partially mediated by valenced testimonial cognitions
Low SNI respond more favorably to strong attribute quality
Partially mediated by valenced attribute cognitions
Cue to Study 2 – what if the endorser is a celebrity?
Authors believed that High SNIs would be more influenced by this factor
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Study 2 – Results
No significant
interaction!
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Study 2 – Results – H1a/H1b
H1a and H1b
confirmed also for
celebrity endorser!
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Study 2 – Results – H2a
“The effect of testimonial quality
was reduced by 25% when VTCs
were included in the model for
Aad (β = .24, p < .01)”
H2a also supported for celebrity
endorser
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Study 2 – Results – H2b
“The effect of attribute quality on
Aad was reduced by 21% when
VACs were included in the model
(β = .27, p < .01).”
H2b also supported for celebrity
endorser
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Study 2 - Discussion
No hypothetical interactions revealed on MANCOVA
Analysis by SNI level confirmed previous hypotheses
High SNIs influenced by strong endorsements, but only for brand attitudes
Low SNIs influenced by attribute quality across all dependent variables
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General discussion High SNIs elaborate more than Low SNIs
High SNIs do get impacted by endorser
Low SNIs focus on product attribute
Contributions
Linking Normative Susceptibility to Testimonial influence on ads
Showing the low SNIs do not care for endorsers
Shedding light on the importance of style to High SNIs
Managerial implications
Know your audience!
Don’t spend on a celebrity if your viewers are High SNIs
Don’t use testimonials if your viewers are Low SNIs
Further research
Investigate why High SNIs evaluated TP endorser better
Limitations
Which other individual differences affect responses to testimonials
Strong vs. very strong testimonials
Reaction if other elements of marketing mix are included in advertising