Consumer inferences of retail store quality from newspaper advertising.
Item
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Title
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Consumer inferences of retail store quality from newspaper advertising.
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Identifier
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AAI9997104
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identifier
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9997104
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Creator
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Lueder, Sandra Lynn.
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Contributor
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Adviser: David Rachman
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Date
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2001
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Language
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English
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Publisher
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City University of New York.
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Subject
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Business Administration, Marketing
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Abstract
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In the case of retail stores, advertising is an important extrinsic cue for perceived quality judgments since it influences consumer impressions or images of stores. A review of the quality, perceived quality, and retailing literatures revealed that little is known about specific newspaper advertising cues that consumers use to infer retail store quality. Two research questions were proposed for study: (1) Which design cues in newspaper ads are used by consumers to make inferences about retail store quality? and (2) How do design cues in newspaper ads impact perceived retail store quality? It was anticipated that answers to these questions could contribute positively to the consumer-retailer relationship.;Three design cues were selected for study: white space, typeface, and page balance. Four hypotheses were proposed, one for each of the three design elements individually and one for the three elements together. Eight original advertisements were created using these three design elements with each element presented in high quality and non-high-quality versions.;The main experiment was based on a convenience sample of 210 women, with each woman seeing an ad with three high quality cues, an ad with all three non-high-quality cues, and one of the remaining six ads with varying combinations of high quality and non-high-quality cues selected at random. Retail store quality perceptions were measured in terms of overall store quality, merchandise quality, and sales assistance quality. Attitude toward the ad (Aad) and involvement were also measured.;While multicollinearity problems limited interpretation of the joint influence of the three quality cues, the results indicated that white space had the strongest individual impact on the perceptions of retail store quality and that when typeface and page balance were combined with white space, white space overwhelmed the effects of the other two variables. The belief that Aad would impact the inferences of retail store quality was supported. Analysis did not, however, indicate that the level of involvement with the product impacted the inferences of retail store quality.;This research makes a potentially important contribution to what is known about advertising tactical issues. Further research needs to be done in order to develop a more complete picture of how advertising design elements contribute to specific advertising effects on perceived retail store quality.
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Type
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dissertation
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Source
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PQT Legacy CUNY.xlsx
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degree
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Ph.D.
