Advertising Spending,Mood and Level of Product Information on Quality Perception |
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| Authors: | Clara Koetz Cristiane Pizzutti dos Santos Gérard Cliquet |
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| Institution: | 1. ESC Rennes School of Business, Rennes, France;2. Federal University of Rio Grande do Sul, Porto Alegre, Brazil;3. IGR‐IAE/University of Rennes 1, Rennes, France |
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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. Copyright © 2015 John Wiley & Sons, Ltd. |
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