The Waste in Advertising Is the Part That Works
Tim Ambler and
E. Ann Hollier
Journal of Advertising Research, 2004, vol. 44, issue 4, 375-389
This study shows that â€œwasteâ€ â€”the perceived extravagance of an advertisementâ€”contributes to advertising effectiveness by increasing credibility. It draws especially on the â€œHandicap Principleâ€ in biology: animals use wasteful characteristics to signal their exceptional biological fitness. It hypothesizes that excesses in advertising work in a similar way by signaling â€œbrand fitness.â€ TV advertisements were evaluated online for perceived advertising expense, message, brand familiarity, quality, reliability, and likelihood of choosing. High perceived advertising expense enhances an advertisement's persuasiveness significantly, but largely indirectly, by strengthening perceptions of brand quality.
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