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| Author: | Royne Stafford, M. Stafford, T.F. Day, E. |
| Title: | A contingency approach: The effects of spokesperson type and service type on service advertising perceptions |
| Journal: | Journal of Advertising
2002 : SUMMER, VOL. 31:2, p. 17-34 |
| Index terms: | Advertising Industries Retailing Service Psychology Statistical methods USA |
| Language: | eng |
| Abstract: | This paper investigates issues related to the advertising of common retail services. Results from an empirical study into the relative effectiveness of four types of spokespersons for a hedonic and a utilitarian retail service indicate that a created character fits well with the hedonic service but not with the utilitarian service. The celebrity spokesperson performed well for both types of services, but effects varied across service type. The hypothesized contingency relationship between spokesperson type and service type was supported. |
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