Abstract
Because of the intangible nature of services compared to products and the associated difficulty of effectively communicating a services message, marketers have proposed specific strategies for services advertising. A central theme in the services advertising literature is a conceptual argument for the use of concrete, vivid language as opposed to abstractions. Surprisingly, this suggestion has not been empirically examined within a services context. This paper introduces a body of empirical evidence on the effect of vivid information, and discusses its relevance to services advertising. The authors then suggest important directions for future research and propose refinements to advertising strategy for the service marketer.
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Hensel, J.S., Twible, J.L. (2015). The Vividness Effect in Services Advertising: Refinements for Strategy. In: King, R. (eds) Proceedings of the 1991 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-17049-7_45
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