The Relationship between Consumer Sentiment towards Advertising and Ad Credibility, Ad Likeability, and Attention to Ads: The Case with Visual Metaphors
AbstractPopularity of ads with visual metaphors are on the rise. The present study examined the relationship between consumer sentiment towards advertising and ad credibility, ad likeability, and attention towards ads when ads contain visual metaphors. Specifically, this study tested ads which are “A is like B’” (comparison for similarity) and replacement type (only either source or the target is present while the other is absent) metaphors. Sixty-four students from a regional university in the mid-west completed surveys. Our study results indicate that when sentiment towards advertising is high, consumers find ads more credible and pay more attention to ads. However, sentiment towards advertising is not related to ad likeability.
All manuscripts accepted for publication will be copyright of the Journal of Applied Marketing Theory when published. Upon submission, the Journal of Applied Marketing Theory retains the right to be the sole publisher of the manuscript unless the submitted manuscript is rejected or withdrawn by the author prior to publication. All authors of a manuscript must ensure that works of others are properly referenced and cited. The Journal of Applied Marketing Theory takes no responsibility for failure of authors of the submission to properly reference and cite works of others. All authors of manuscripts are liable for violations of copyrights of other works. Other works include books, articles, websites, and any other works used in the preparation of manuscripts. Authors must also ensure that the use of any video, audio, radio, television, Internet, or other media sources or unpublished papers are properly cited in accordance with the copyright laws. Authors agree that any violation of copyright of cited and non cited sources listed above will be the responsibility of the authors and not the Journal of Applied Marketing Theory. Author(s) agree to hold the Journal of Applied Marketing Theory harmless for copyright violations.