The Impact of Price Level and Appeal Type in Hotel Advertising: A Pilot Study |
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| Authors: | Bidisha Burman Pia A Albinsson Eva Hyatt Brittany Robles |
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| Institution: | 1. College of Business, University of Mary Washington, Fredericksburg, Virginia;2. Walker College of Business, Appalachian State University, Boone, North Carolina |
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| Abstract: | Limited extant experimental research on advertising appeal effectiveness in the presence of price cues in a service offer provides the motivation for this study. While past research has found support for the effectiveness of both rational and emotional appeals in services marketing, this research, in the context of hotel advertising, shows that appeal type effectiveness may vary with the price level of the service. More specifically, this study finds that rational appeals are more effective than emotional appeals for low-priced hotels, but for high-priced hotels, rational and emotional appeals show no significant difference in influencing consumer evaluations of the offer. |
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| Keywords: | Advertising effectiveness emotional appeals hospitality industry hotel pricing print advertising rational appeals |
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