The application of information values and construal level theory for examining low cost carrier advertisements

Wee-Kheng Tan and Wei-Jie Wang

Journal of Air Transport Management, 2021, vol. 90, issue C

Abstract: This study considers the effectiveness of destination-focused vis-à -vis price-focused advertisements commissioned by low-cost carriers (LCCs) through the sign and hedonic information values embedded within the advertisements, and construal level theory. Based on 2 × 2 between-subjects factorial design with temporal distance (12 months versus 2 weeks) and advertisement type (destination-versus price-focused) as independent variables, the analysis revealed that, including sign and hedonic values better explain recommendations to fly LCC than if only using advertisement attitude. The influence of sign value on recommendation intention is more limited than that of hedonic value. Influence of sign value is more prominent for destination-focused advertisements. Consumers planning leisure travel see themselves as passengers rather than being tourists, meaning price-related characteristics are their primary concern.

Keywords: Low-cost carriers; Advertisement; Sign value; Hedonic value; Construal level theory; Temporal distance; Recommendation intention (search for similar items in EconPapers)
Date: 2021
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Citations: View citations in EconPapers (1)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jaitra:v:90:y:2021:i:c:s0969699720305408

DOI: 10.1016/j.jairtraman.2020.101957

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