THE INFLUENCE OF PERCEIVED REALISM ON AD LIKING AND BRAND LIKING
A study, using a three-step experiment in a mall in the northeastern U.S., was conducted to explore how product involvement and perceived realism may influence ad liking and brand liking among consumers. In total, 64 participants were recruited to fill out a questionnaire after reading ad scripts, which were designed in two versions, one with high realism and one with low realism. The final analysis showed that ad liking and brand liking were correlated. In some cases, when perceived realism increased, ad liking and brand liking also increased. Realism has stronger influence on ad liking and band liking for the ?low involvement? product- coffee, than it does for the ?high involvement? product - automobiles. There was no similar finding for six other products, which were used to represent low- or high-involvement products. Further exploration about possible interactions between involvement and realism, and their potential effects on advertising effectiveness, merits attention for marketers and advertisers.
Ad Liking Brand Liking