{"title":"服务广告中有形和无形的质量线索:一个构念层面的理论视角","authors":"Utkarsh","doi":"10.1080/21639159.2022.2062023","DOIUrl":null,"url":null,"abstract":"ABSTRACT Several researchers have recommended utilizing tangible cues in ads to minimize perceived risk; some have favored intangible cues for service differentiation. However, studies remain scarce on the effectiveness of quality cues (tangible vs. intangible cues) in the service type context (experience vs. credence). Furthermore, studies exploring differences in consumer evaluation of quality cues when making a purchase decision under varied temporal distance (e.g. the next day vs. six months later) remain inadequate. The first experiment (n = 124) demonstrates that an experience service ad designed using tangible cues is relatively more effective when the temporal distance is not salient. The second experiment (n = 281) reveals that in a distant temporal situation, an experience service ad employing intangible cues is relatively more effective in generating positive perceptions. Furthermore, no difference was observed in the evaluation of quality cues in credence services under varied temporal distance. The study offers crucial theoretical and managerial implications.","PeriodicalId":45711,"journal":{"name":"Journal of Global Scholars of Marketing Science","volume":null,"pages":null},"PeriodicalIF":1.9000,"publicationDate":"2022-05-13","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"Tangible and intangible quality cues in service advertising: A construal level theory perspective\",\"authors\":\"Utkarsh\",\"doi\":\"10.1080/21639159.2022.2062023\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"ABSTRACT Several researchers have recommended utilizing tangible cues in ads to minimize perceived risk; some have favored intangible cues for service differentiation. However, studies remain scarce on the effectiveness of quality cues (tangible vs. intangible cues) in the service type context (experience vs. credence). Furthermore, studies exploring differences in consumer evaluation of quality cues when making a purchase decision under varied temporal distance (e.g. the next day vs. six months later) remain inadequate. The first experiment (n = 124) demonstrates that an experience service ad designed using tangible cues is relatively more effective when the temporal distance is not salient. The second experiment (n = 281) reveals that in a distant temporal situation, an experience service ad employing intangible cues is relatively more effective in generating positive perceptions. Furthermore, no difference was observed in the evaluation of quality cues in credence services under varied temporal distance. The study offers crucial theoretical and managerial implications.\",\"PeriodicalId\":45711,\"journal\":{\"name\":\"Journal of Global Scholars of Marketing Science\",\"volume\":null,\"pages\":null},\"PeriodicalIF\":1.9000,\"publicationDate\":\"2022-05-13\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Journal of Global Scholars of Marketing Science\",\"FirstCategoryId\":\"1085\",\"ListUrlMain\":\"https://doi.org/10.1080/21639159.2022.2062023\",\"RegionNum\":0,\"RegionCategory\":null,\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q3\",\"JCRName\":\"BUSINESS\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Global Scholars of Marketing Science","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1080/21639159.2022.2062023","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q3","JCRName":"BUSINESS","Score":null,"Total":0}
Tangible and intangible quality cues in service advertising: A construal level theory perspective
ABSTRACT Several researchers have recommended utilizing tangible cues in ads to minimize perceived risk; some have favored intangible cues for service differentiation. However, studies remain scarce on the effectiveness of quality cues (tangible vs. intangible cues) in the service type context (experience vs. credence). Furthermore, studies exploring differences in consumer evaluation of quality cues when making a purchase decision under varied temporal distance (e.g. the next day vs. six months later) remain inadequate. The first experiment (n = 124) demonstrates that an experience service ad designed using tangible cues is relatively more effective when the temporal distance is not salient. The second experiment (n = 281) reveals that in a distant temporal situation, an experience service ad employing intangible cues is relatively more effective in generating positive perceptions. Furthermore, no difference was observed in the evaluation of quality cues in credence services under varied temporal distance. The study offers crucial theoretical and managerial implications.