The Role of Endorsers, Framing, and Rewards on the Effectiveness of Dietary Supplement Advertisements

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Title:	The Role of Endorsers, Framing, and Rewards on the Effectiveness of Dietary Supplement Advertisements
Authors:	Wu, WY (Wu, Wann-Yih) Linn, CT (Linn, Cho Thwe) Fu, CS (Fu, Chen-Su) Sukoco, BM (Sukoco, Badri Munir)
Contributors:	Chinese Culture Univ
Keywords:	PROTECTION MOTIVATION THEORY INTRINSIC MOTIVATION AD PRODUCT BRAND INFORMATION BEHAVIOR ATTITUDE PERSUASIVENESS BELIEVABILITY
Date:	2012
Issue Date:	2013-02-26 13:26:51 (UTC+8)
Abstract:	This study examined the effects of endorsers, message framing, and rewards on consumers' responses toward dietary supplement advertisements in terms of ad liking and ad believability, attitude toward the advertisement, attitude toward the brand, and behavioral intention. The results of 2 x 2 x 2 factorial design show that viewers respond differently to different types of endorser, message framing, and rewards. Rewards have moderate influences on consumers' ad liking when combined with different framed messages and endorsers. Endorsers, message framing, and rewards are interrelated; it is notable that respondents express more ad liking when celebrity endorser, positive framing, and extrinsic reward are used in combination. The authors found that ad liking and ad believability have an effect on attitude toward the advertisement and the brand. In addition, the authors found that (a) attitude toward the advertisement has relations with attitude toward the brand and behavioral intention and (b) attitude toward the brand has a significant influence on behavioral intention. These results can also be useful for marketers with regard to developing and implementing their marketing activities to specific customer segment.
Relation:	JOURNAL OF HEALTH COMMUNICATION 卷: 17 期: 1 頁數: 54-75
Appears in Collections:	[Department of Business Administration & Graduate Institute of International Business Administration ] periodical articles

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