RT Journal Article
SR Electronic
T1 The Effects of Signaling Monetary and Creative Effort in Ads
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 433
OP 442
DO 10.2501/JAR-2018-013
VO 58
IS 4
A1 Micael Dahlen
A1 Sara Rosengren
A1 John Karsberg
YR 2018
UL http://www.journalofadvertisingresearch.com/content/58/4/433.abstract
AB Advertiser effort signals brand ability and commitment, which leads to beneficial effects on consumers. This research tested whether effort (in terms of expense or creativity) yields similar effects in business-to-business, recruitment, and investor contexts. The results of four studies indicate that this may be the case, suggesting that advertiser effort goes a long way. This article also extends the literature on advertiser effort by showing that the presumed influence on consumers is an important mediator of its effects. Perceived expense or creativity in advertising conveys soft information about a brand, which will have an impact on how it is perceived.