Advertising Spending, Mood and Level of Product Information on Quality Perception

Clara Koetz, Cristiane Pizzutti dos Santos and Gérard Cliquet ()
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Clara Koetz: ESC Rennes School of Business - ESC [Rennes] - ESC Rennes School of Business
Gérard Cliquet: CREM - Centre de recherche en économie et management - UNICAEN - Université de Caen Normandie - NU - Normandie Université - UR - Université de Rennes - CNRS - Centre National de la Recherche Scientifique

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Abstract: The aim of this article is to investigate the influence of advertising spending and mood on consumers' perceived quality, considering scenarios with slight and severe information asymmetry as regards a product's attributes. An experimental study conducted with 385 subjects demonstrated that mood moderates the impact of advertising spending on consumers' perceived quality, specifically when these expenses are at and above the market average. Moreover, the impact of mood on perceived quality was moderated by the level of product information. These results have several theoretical and managerial implications, and may help companies to invest their advertising resources more efficiently

Keywords: advertising resources; perceived quality (search for similar items in EconPapers)
Date: 2017-04
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Citations: View citations in EconPapers (2)

Published in Managerial and Decision Economics, 2017, 38 (3), pp.314-325

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:halshs-02024278

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