Impact of an Innovative Video Demonstration on Perceptions and Attitudes Toward McDonald’s Product Quality

ABSTRACT In spite of product quality improvements, young adults are turning away from Quick Service Restaurant chains in pursuit of a healthier diet and lifestyle. Restaurants struggle to communicate improvements to this skeptical audience that is also shifting away from traditional media. An innovative video demonstration is introduced as a form of online advertising that may break through to young adults and influence their perceptions and attitudes. This study tests whether this approach can influence young adult perceptions and attitudes toward product quality for McDonald’s restaurants in the USA. Results show that not only can this type of video influence perceptions of product quality, but their influence can also extend to attitudes toward the restaurant experience and behavioral intentions overall. Results respond directly to several questions in the communications literature regarding online video advertising and its effectiveness. Results also provide guidance to marketing practitioners on what may be effective message and creative strategies.