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Abstract
A classical premise in the study of advertising is that two-sided ads that provide both positive and negative information about the products enhance purchase likelihood of the sponsored brands. Through a mix of analytical models and behavioral experiments, we show that two-sided content may in fact decrease the likelihood of re-purchase. This work sheds light on using two-sided content more effectively in the long-run by taking into account both consumers' own experiences and the effect of either ads or reviews.
Keywords: two-sided advertising, word of mouth, re-purchase, multi-method.
Özet
Reklam araştırmalarındaki klasik öncüllerden biri, ürünlerin hem olumlu hem de olumsuz bilgi veren iki taraflı reklamların, sponsor markaların satın alma ihtimalini arttırmasıdır. Analitik modellerin ve davranışsal deneylerin bir karışımı ile, iki taraflı içeriğin aslında yeniden satın alma olasılığını azaltabileceğini gösteriyoruz. Bu çalışma, hem tüketicilerin kendi deneyimlerini hem de reklamların veya incelemelerin etkisini göz önüne alarak, iki taraflı içeriği uzun vadede nasıl daha etkili bir şekilde kullanılacağına ışık tutmaktadır.
Anahtar Kelimeler: iki taraflı reklam, ağıdan ağıza reklam, tekrar satın alma, multi-disipliner.
Imagine you come across the following ad for a mouth wash. "Introducing the RM mouthwash. RM kills all the germs in your mouth. We must admit it has a bitter taste, though". This ad has a two- sided message, disclaiming both a negative (bitter taste) and a positive aspect (effective in killing germs) of the product. You decide to purchase the RM mouthwash. You thought that it has a bitter taste, however, based on your experience you later felt that it is indeed quite effective in killing germs. Would you consider buying an RM mouthwash again in the future?
Consumers are informed about products from ads such as the one described above, but ads are not the only source. Consider that you look for a hotel to stay in during your next vacation and read consumer reviews. You might read a consumer review that talks positively about the hotel (i.e., The hotel is neat and very close to all important attraction points) or read a two-sided review that claims both negative and positive aspects (i.e., The rooms are very small and the breakfast is quite limited but the hotel is neat and very close to all the important attraction points.) Imagine you decide to...