Consumer response to technology product ads containing irrelevant cues: the role of consumer characteristics
by Edward Shih-Tse Wang
International Journal of Technology Marketing (IJTMKT), Vol. 7, No. 4, 2012

Abstract: As technology product features become more similar, consumers are often unable to differentiate between technology brands. The marketplace is filled with brands differentiating themselves based on irrelevant cues, whereas the effects of consumer characteristics on the irrelevant cues have yet to be addressed. No prior study has attempted to explore the characteristic differences in consumers (i.e., gender or the level of product involvement), which might influence their responses to irrelevant cues. This study conducted an experiment to investigate gender differences and the level of product involvement in response to technology product ads with only relevant cues versus those containing irrelevant cues. A sample of 160 university students participated in the experiment, and the findings show that female participants exposed to technology product ads containing irrelevant cues had a better positive emotional response to the ads than did men. Consumers who have higher involvement with a specific product category have a more positive attitude toward the advertising in the ads containing only relevant cues, whereas irrelevant cues mitigate the effect of product involvement. The findings of this study provide insight for both academics and management regarding the effect of irrelevant cues on technology product advertising.

Online publication date: Fri, 29-Aug-2014

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