Using comparative advertising to promote technology-based hospitality services [Summary]

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dc.contributor.authorHonerkamp, Vincenten
dc.date.accessioned2020-03-22T00:42:25Zen
dc.date.available2020-03-22T00:42:25Zen
dc.date.issued2020-03-06en
dc.description.abstractThis research draws on regulatory focus theory to explore how to effectively advertise technology-based hospitality services. In an experiment, we compare four types of service ads: narrative-comparative, narrative-noncomparative, list-comparative, and list-noncomparative. Results reveal that narrative-comparative ads, portraying a superior service experience with the advertised brand against its competitors, can elicit gain perceptions, and therefore, they are more effective among promotion-focused individuals than their more prevention-focused counterparts. Conversely, list comparative ads, presenting attributes of the advertised brand and its competitors side-by-side, can induce either gain or loss perceptions, thus being effective among both promotion-focused and prevention-focused individuals. With no mention of a reference brand, noncomparative ads fail to generate regulatory fit thereby being less persuasive. Managerial implications for hospitality marketers are discussed.en
dc.identifier.urihttp://hdl.handle.net/10919/97411en
dc.language.isoenen
dc.publisherVirginia Techen
dc.rightsCreative Commons Attribution 4.0 Internationalen
dc.rights.urihttp://creativecommons.org/licenses/by/4.0/en
dc.subjectadvertisingen
dc.subjecthospitality servicesen
dc.titleUsing comparative advertising to promote technology-based hospitality services [Summary]en
dc.typeSummaryen

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Summaries of Academic Articles on Research in Hospitality (Feiertag Collection)