Communication Formats and Ad Effectiveness : Attribute versus Benefit Orientation

Abstract

Two different appeals are compared: attribute vs. benefit orientation. Three hypotheses of this comparison are addressed mainly by applying theories of means-end chain and self-reference. First, the belief of product innovativeness is more likely to mediate new product evaluation in benefit orientation than attribute orientation. Second, attitude toward the ad is more likely to mediate this evaluation in attribute orientation than benefit orientation. Third, that belief is more likely to mediate the ad attitude in attribute orientation than benefit orientation. The experimental data do not support the second hypothesis. The other two hypotheses are empirically accepted.