This study examined associations among advertising recall, product image and consumer purchase behavior in generic orange juice (OJ) advertising. Commodity advertising programs are conducted by producer groups state or federal guidelines authority. / Commodity advertising seeks to strengthen demand to raise or maintain prices. In either case, consumers pay higher prices than they would have without the advertising. The appropriateness of government involvement is, therefore, debatable. / Proponents suggest that commodity advertising provides useful consumer information. Brand advertising, in contrast, is generally seen as a persuasive attempt to influence consumer choice among essentially identical alternatives. / Commodity advertising is commonly evaluated with econometric methods which relate advertising expenditures to revenues to estimate returns. Such studies cannot address the information vs. persuasion question. / This study sought to demonstrate associations consistent with the existence of an informative function. Based on information processing theory and reasoned action theory, it was predicted that correlations among the variables of interest would be stronger for buyers of store label OJ than for national brand buyers. It was also predicted that correlations involving OJ image would be stronger using Expectancy-Value measures than raw image association totals. / Data were gathered by a random nationwide telephone survey of U.S. households. Overall associations among the variables were consistent with earlier studies. Hypotheses comparing house label buyers with brand buyers or using Expectancy-Value scores to weight image associations were not supported. When significant differences between brand and house label buyers were seen, the associations were stronger for national brand buyers. / Possible explanations for the findings include methodological limitations, lack of relevance of the orange juice image items, and the likelihood that consumers process little or no information beverage purchase decisions. The possibility that commodity advertising is informative is not ruled out but it is not supported by this study. / Source: Dissertation Abstracts International, Volume: 54-12, Section: A, page: 4294. / Thesis (Ph.D.)--The Florida State University, 1993.
| Identifer | oai:union.ndltd.org:fsu.edu/oai:fsu.digital.flvc.org:fsu_77049 |
| Contributors | Breeze, Marshall Hall, II., Florida State University |
| Source Sets | Florida State University |
| Language | English |
| Detected Language | English |
| Type | Text |
| Format | 202 p. |
| Rights | On campus use only. |
| Relation | Dissertation Abstracts International |
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