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Nothing Beats Quality? The Influence of Consumer Testing Signs on the Evaluation of Print Ads

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Advances in Advertising Research VIII

Part of the book series: European Advertising Academy ((EAA))

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Abstract

In times of an ever increasing product and brand diversity, as well as an information overload, catching the consumer´s attention has become more important than ever. This study investigates the influence of additional consumer testing signs (e.g., Stiftung Warentest) on the effectiveness of print advertisements (measured by attitude toward the brand, attitude toward the ad, purchase intention).

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Author information

Authors and Affiliations

  1. Department of Media and Economics, University of Applied Science St.Pölten, St.Pölten, Austria

    Mag. Carina Havlicek

  2. Institute for Marketing and Consumer Research, Vienna University of Economics and Business, Wien, Austria

    Eva Marckhgott MSc

Authors
  1. Mag. Carina Havlicek
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  2. Eva Marckhgott MSc
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Corresponding author

Correspondence to Carina Havlicek .

Editor information

Editors and Affiliations

  1. University of Ljubljana, Faculty of Economics , Ljubljana, Slovenia

    Vesna Zabkar

  2. Faculty of Business Administration and Economics, European University Viadrina , Frankfurt (Oder), Germany

    Martin Eisend

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Havlicek, C., Marckhgott, E. (2017). Nothing Beats Quality? The Influence of Consumer Testing Signs on the Evaluation of Print Ads. In: Zabkar, V., Eisend, M. (eds) Advances in Advertising Research VIII. European Advertising Academy. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-18731-6_16

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