Image Effects of Newspapers: How Brand Images Change Consumers' Product Ratings
Brand image is supposed to influence consumers' product evaluations. The goal of this study was to enlighten this phenomenon. A total of 220 participants rated fictitious but realistic articles from newspapers that have different images: Blick, a popular tabloid newspaper and NZZ, a traditional...
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| Veröffentlicht in: | Zeitschrift für Psychologie mit Zeitschrift für angewandte Psychologie 2008, Vol.216 (4), p.226-234 |
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| creator | Fichter, Christian Jonas, Klaus |
| description | Brand image is supposed to influence consumers' product evaluations.
The goal of this study was to enlighten this phenomenon. A total of 220
participants rated fictitious but realistic articles from newspapers that have
different images:
Blick,
a popular tabloid newspaper and
NZZ,
a traditional quality newspaper. Articles were created
that appeared as if they were copied from
Blick
or
NZZ
but, in fact, both contained the same text. The main
hypothesis that product ratings would differ as a result of the manipulation of
image was confirmed. Participants evaluated the fictitious articles completely
differently. As expected, product ratings were in line with the related brand
images. Also, more salient stimuli elicited stronger image effects. The effect
persisted at general as well as detailed product-rating levels. Next to product
ratings, image effects also influenced participants' consumption
experiences. Involvement, knowledge, and usage did not moderate the image
effect. |
| doi_str_mv | 10.1027/0044-3409.216.4.226 |
| format | Article |
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The goal of this study was to enlighten this phenomenon. A total of 220
participants rated fictitious but realistic articles from newspapers that have
different images:
Blick,
a popular tabloid newspaper and
NZZ,
a traditional quality newspaper. Articles were created
that appeared as if they were copied from
Blick
or
NZZ
but, in fact, both contained the same text. The main
hypothesis that product ratings would differ as a result of the manipulation of
image was confirmed. Participants evaluated the fictitious articles completely
differently. As expected, product ratings were in line with the related brand
images. Also, more salient stimuli elicited stronger image effects. The effect
persisted at general as well as detailed product-rating levels. Next to product
ratings, image effects also influenced participants' consumption
experiences. Involvement, knowledge, and usage did not moderate the image
effect.</description><identifier>ISSN: 0044-3409</identifier><identifier>ISSN: 2190-8370</identifier><identifier>EISSN: 2151-2604</identifier><identifier>DOI: 10.1027/0044-3409.216.4.226</identifier><language>eng</language><publisher>Hogrefe & Huber Publishers</publisher><subject>Brand Preferences ; Consumer Attitudes ; Decision Making ; Evaluation ; Female ; Human ; Male</subject><ispartof>Zeitschrift für Psychologie mit Zeitschrift für angewandte Psychologie, 2008, Vol.216 (4), p.226-234</ispartof><rights>2008 Hogrefe & Huber Publishers</rights><rights>2008, Hogrefe & Huber Publishers</rights><lds50>peer_reviewed</lds50><woscitedreferencessubscribed>false</woscitedreferencessubscribed><cites>FETCH-LOGICAL-a293t-d506368adb1870d2f04359192fd23a69b13cc6e772a65db1149a518ec184456a3</cites></display><links><openurl>$$Topenurl_article</openurl><openurlfulltext>$$Topenurlfull_article</openurlfulltext><thumbnail>$$Tsyndetics_thumb_exl</thumbnail><link.rule.ids>314,778,782,4012,27906,27907,27908</link.rule.ids></links><search><contributor>Traut-Mattausch, Eva</contributor><contributor>Frey, Dieter</contributor><contributor>Peus, Claudia</contributor><creatorcontrib>Fichter, Christian</creatorcontrib><creatorcontrib>Jonas, Klaus</creatorcontrib><title>Image Effects of Newspapers: How Brand Images Change Consumers' Product Ratings</title><title>Zeitschrift für Psychologie mit Zeitschrift für angewandte Psychologie</title><description>Brand image is supposed to influence consumers' product evaluations.
The goal of this study was to enlighten this phenomenon. A total of 220
participants rated fictitious but realistic articles from newspapers that have
different images:
Blick,
a popular tabloid newspaper and
NZZ,
a traditional quality newspaper. Articles were created
that appeared as if they were copied from
Blick
or
NZZ
but, in fact, both contained the same text. The main
hypothesis that product ratings would differ as a result of the manipulation of
image was confirmed. Participants evaluated the fictitious articles completely
differently. As expected, product ratings were in line with the related brand
images. Also, more salient stimuli elicited stronger image effects. The effect
persisted at general as well as detailed product-rating levels. Next to product
ratings, image effects also influenced participants' consumption
experiences. Involvement, knowledge, and usage did not moderate the image
effect.</description><subject>Brand Preferences</subject><subject>Consumer Attitudes</subject><subject>Decision Making</subject><subject>Evaluation</subject><subject>Female</subject><subject>Human</subject><subject>Male</subject><issn>0044-3409</issn><issn>2190-8370</issn><issn>2151-2604</issn><fulltext>true</fulltext><rsrctype>article</rsrctype><creationdate>2008</creationdate><recordtype>article</recordtype><recordid>eNptkE9LAzEUxIMoWKufoJcieHPXvPzb7FFKq4WiFz2H12wiLW03JrtI_fSmVATF02PgN_OYIWQEtATKqjtKhSi4oHXJQJWiZEydkAEDCQVTVJySwQ9xTi5SWmfJuWQDMppv8c2Np94726Vx68dP7iMFDC6mS3LmcZPc1fcdktfZ9GXyWCyeH-aT-0WBrOZd0UiquNLYLEFXtGE-Z8saauYbxlHVS-DWKldVDJXMEIgaJWhnQQshFfIhuT7mhti-9y51Zt32cZdfGgVCaM00zRA_Qja2KUXnTYirLca9AWoOI5hDRXOoaPIIRpg8QnbdHl0Y0IS0txi7ld24ZPsY3a4znz78wm_-x_9wX-MNaJA</recordid><startdate>2008</startdate><enddate>2008</enddate><creator>Fichter, Christian</creator><creator>Jonas, Klaus</creator><general>Hogrefe & Huber Publishers</general><general>Hogrefe Publishing</general><scope>AAYXX</scope><scope>CITATION</scope><scope>7RZ</scope><scope>PSYQQ</scope></search><sort><creationdate>2008</creationdate><title>Image Effects of Newspapers</title><author>Fichter, Christian ; Jonas, Klaus</author></sort><facets><frbrtype>5</frbrtype><frbrgroupid>cdi_FETCH-LOGICAL-a293t-d506368adb1870d2f04359192fd23a69b13cc6e772a65db1149a518ec184456a3</frbrgroupid><rsrctype>articles</rsrctype><prefilter>articles</prefilter><language>eng</language><creationdate>2008</creationdate><topic>Brand Preferences</topic><topic>Consumer Attitudes</topic><topic>Decision Making</topic><topic>Evaluation</topic><topic>Female</topic><topic>Human</topic><topic>Male</topic><toplevel>peer_reviewed</toplevel><toplevel>online_resources</toplevel><creatorcontrib>Fichter, Christian</creatorcontrib><creatorcontrib>Jonas, Klaus</creatorcontrib><collection>CrossRef</collection><collection>APA PsycArticles®</collection><collection>ProQuest One Psychology</collection><jtitle>Zeitschrift für Psychologie mit Zeitschrift für angewandte Psychologie</jtitle></facets><delivery><delcategory>Remote Search Resource</delcategory><fulltext>fulltext</fulltext></delivery><addata><au>Fichter, Christian</au><au>Jonas, Klaus</au><au>Traut-Mattausch, Eva</au><au>Frey, Dieter</au><au>Peus, Claudia</au><format>journal</format><genre>article</genre><ristype>JOUR</ristype><atitle>Image Effects of Newspapers: How Brand Images Change Consumers' Product Ratings</atitle><jtitle>Zeitschrift für Psychologie mit Zeitschrift für angewandte Psychologie</jtitle><date>2008</date><risdate>2008</risdate><volume>216</volume><issue>4</issue><spage>226</spage><epage>234</epage><pages>226-234</pages><issn>0044-3409</issn><issn>2190-8370</issn><eissn>2151-2604</eissn><abstract>Brand image is supposed to influence consumers' product evaluations.
The goal of this study was to enlighten this phenomenon. A total of 220
participants rated fictitious but realistic articles from newspapers that have
different images:
Blick,
a popular tabloid newspaper and
NZZ,
a traditional quality newspaper. Articles were created
that appeared as if they were copied from
Blick
or
NZZ
but, in fact, both contained the same text. The main
hypothesis that product ratings would differ as a result of the manipulation of
image was confirmed. Participants evaluated the fictitious articles completely
differently. As expected, product ratings were in line with the related brand
images. Also, more salient stimuli elicited stronger image effects. The effect
persisted at general as well as detailed product-rating levels. Next to product
ratings, image effects also influenced participants' consumption
experiences. Involvement, knowledge, and usage did not moderate the image
effect.</abstract><pub>Hogrefe & Huber Publishers</pub><doi>10.1027/0044-3409.216.4.226</doi><tpages>9</tpages></addata></record> |
| fulltext | fulltext |
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| ispartof | Zeitschrift für Psychologie mit Zeitschrift für angewandte Psychologie, 2008, Vol.216 (4), p.226-234 |
| issn | 0044-3409 2190-8370 2151-2604 |
| language | eng |
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| source | EBSCOhost APA PsycARTICLES; Hogrefe eContent; Alma/SFX Local Collection |
| subjects | Brand Preferences Consumer Attitudes Decision Making Evaluation Female Human Male |
| title | Image Effects of Newspapers: How Brand Images Change Consumers' Product Ratings |
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