How Consumers Assess the Value of Advertising

TLDR

Advertising value is a new construct representing consumers’ perceived value of advertising. The study introduces and defines the advertising value construct to capture consumers’ perceived value of advertising. The authors propose a conceptual model of advertising value and test it using a mall intercept survey and an experimental study on informativeness and entertainment. Results from both studies confirm the validity of the model, and the authors discuss its implications and potential relationships with other variables.

Abstract

Abstract This paper introduces a new construct—advertising value—a representation of the perceived value of advertising to consumers. A conceptual model is proposed and tested via a mall intercept survey. A portion of the model focusing on how informativeness and entertainment influence advertising value is then examined in an experimental study. The results from both tests strongly support the validity of the proposed relationships. Potential implications and applications of the construct as well as hypothesized relationships with other variables are also discussed.