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- W2304515887 abstract "This 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." @default.
- W2304515887 created "2016-06-24" @default.
- W2304515887 creator A5005781859 @default.
- W2304515887 creator A5007144884 @default.
- W2304515887 date "2016-03-02" @default.
- W2304515887 modified "2023-09-25" @default.
- W2304515887 title "Using Comparative Advertising to Promote Technology-Based Hospitality Services" @default.
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- W2304515887 doi "https://doi.org/10.1177/1938965516630424" @default.
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