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Image effects of newspapers: how brand images change consumers' product ratings


Fichter, Christian; Jonas, Klaus (2008). Image effects of newspapers: how brand images change consumers' product ratings. Zeitschrift für Psychologie / Journal of Psychology, 216(4):226-234.

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

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.

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2 citations in Web of Science®
7 citations in Scopus®
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Additional indexing

Item Type:Journal Article, refereed, original work
Communities & Collections:06 Faculty of Arts > Institute of Psychology
Dewey Decimal Classification:150 Psychology
Uncontrolled Keywords:brand image product evaluation consumer judgment heuristic decision making image effects newspapers Brand Preferences Consumer Attitudes Decision Making Evaluation Newspapers
Language:English
Date:2008
Deposited On:23 Oct 2012 12:48
Last Modified:05 Apr 2016 16:00
Publisher:Hogrefe & Huber
ISSN:0044-3409
Additional Information:Notes: Department of Psychology, University of Zurich, Zurich, Switzerland. Other Journal Titles: Zeitschrift für Psychologie. Other Publishers: Georg Thieme Verlag KG; Hogrefe Publishing; Hogrefe Verlag GmbH & Co. KG; Hüthig GmbH & Co. KG/ Johann Ambrosius Barth Verlag; J.A. Barth Verlag. Release Date: 20081110. Correction Date: 20100125. Publication Type: Journal, (0100); Peer Reviewed Journal, (0110); . Media Covered: Electronic. Document Type: Journal Article. Language: English. Major Descriptor: Brand Preferences; Consumer Attitudes; Decision Making; Evaluation; Newspapers. Classification: Consumer Attitudes & Behavior (3920) . Population: Human (10); Male (30); Female (40); . Location: Switzerland. Age Group: Adulthood (18 yrs & older) (300) . Methodology: Empirical Study; Quantitative Study. References Available: Y.. Page Count: 9.. Issue Publication Date: 2008. Copyright: Hogrefe & Huber Publishers. 2008.;
Publisher DOI:https://doi.org/10.1027/0044-3409.216.4.226

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