6602

Eduardo André Teixeira Ayrosa
Marcos Henrique Facó

Revista Brasileira de Gestão de Negócios

Just like other services organizations, some higher education institutions have invested in printed advertising to attract applicants. The services management literature suggests that using stimuli such as pictures of the facilities and alumni testimonials may help to turn tangible the offer of services so strongly intangible as higher education. In the present work, the impact of two different types of cue on prospects' attitudes is investigated. The cue paradigm (Olson & Jacoby 1972) has been used to select the two types of cue: intrinsic (facilities pictures), and extrinsic (testimonials). An experiment has been conducted not only to assess the effect of the impact of four levels of presence of cues (absent, only intrinsic, only extrinsic, both) on prospects' attitudes, but also the effect of prospects' involvement level with higher education organizations on each of the four conditions. Results show that although there were no differences detected between the effects of four types of argument about public attitudes, respondents with low involvement in the dimension values/self image has showed more favorable attitudes regarding the (intentions of enrollment) when exposed to testimonials (extrinsic cue).

Attitudes, Cue paradigm, Educational services advertising, Physical representation and association strategies

AYROSA, E. A. T.; FACÓ, M. H. Propaganda impressa de serviços educacionais: uma investigação sobre o impacto da fotografia das instalações e do testemunhal sobre atitudes. Revista Brasileira de Gestão de Negócios, v. 12, n. 35, p. 224-243, 2010.

Ayrosa, E. A. T., & Facó, M. H. (2010). Propaganda impressa de serviços educacionais: uma investigação sobre o impacto da fotografia das instalações e do testemunhal sobre atitudes. Revista Brasileira de Gestão de Negócios, 12(35), 224-243.

https://www.spell.org.br/documentos/ver/6602/print-advertising-of-educational-services--an-investigation-on-the-impact-of-the-pictures-facilities-and-testimonial-about-attitudes/i/en

Artigo

Português

AJZEN, I.; FISHBEIN, M. The influence of attitudes on behavior. In: ALBARRACÍN, D.; JOHNSON, B. T.; ZANNA, M. P. (Eds.). The handbook of attitudes. Mahwah, NJ: Erlbaum, 2005. p. 173-221.

AYROSA, E. A. T. A schema congruity framework to explore interactions between consumer enduring involvement and country of-origin effects. 2001. Thesis (Doctoral) London Business School, University of London, London, 2001.

BERRY, L. L.; CLARK, T. Four ways to make services more tangible. Business, Atlanta, v. 36, n. 4, p. 53-54, Oct./Dec. 1986.

BLACKWELL, R. D.; MINIARD, P. W.; ENGEL, J. F. Comportamento do consumidor. São Paulo: Pioneira Thomson Learning, 2005.

BOONE, L. E.; KURTZ, D. L. Contemporary marketing: wired. 9 ed. New York: Dryden Press, 1998.

BRYMAN, A. Social research methods. Oxford: Oxford University Press, 2008.

CUTLER, B. D.; JAVALGI, R. G. Analysis of print ad features: services versus products. Journal of Advertising Research, New York, p. 62-69, Mar./Apr. 1993.

EAGLY, A. H.; CHAIKEN, S. The psychology of attitudes. Fort Worth, TX.: Harcourt Brace Jovanovich, 1993.

GEORGE, W. R.; BERRY, L. L. Guidelines for the advertising of services. Business Horizons, Greenwich, v. 24, n. 4, p. 52-56,July/Aug. 1981.

HILL, D. J. et al. An investigation of visualization and documentation strategies in services advertising. Journal of Service Research, Thousand Oaks, v. 7, n. 2, p. 155-166, Nov. 2004.

HILTON, C. B.; MOTES, W. H.; FIELDEN, J. S. Educational recruitment ads: does prose style really count for much? Journal of Marketing for Higher Education, London, v. 4, n. 1/2, p. 361-377, July 1993.

HIRSCHMAN, E. C.; SOLOMON, M. R. Utilitarian, aesthetic, and familiarity responses to verbal versus visual advertisements. Advances in Consumer Research, Provo, v. 11, n. 1, p. 426-431, 1984.

HOLT, D. B. Why do brands cause trouble?A dialectical theory of consumer culture and branding. Journal of Consumer Research, Gainesville, v. 29, n. 1, p. 70-91, June. 2002.

HOMER, P. M. Relationships among ad-induced affect, beliefs, and attitudes: another look. Journal of Advertising, Armonk, v. 35, n. 1, p. 35-51, Spring. 2006.

INEP. Censo da educação superior: sinopse 2003. Disponível em: . Acesso em: 28 nov. 2005. 2003.

KOTLER, P. Administração de marketing: a edição do novo milênio. 10. ed. São Paulo: Prentice Hall, 2000.

KOTLER, P.; FOX, K. F. A. Marketing estratégico para instituições educacionais. São Paulo: Atlas, 1994.

LUTZ, R. J. The role of attitude theory in marketing. In: KASSARJIAN, H. H.; ROBERTSON, T. S. (Eds.). Perspectives in consumer behavior. 4 ed. New Jersey: Prentice Hall, 1991. (cap. 18) p. 317-339. 1991.

MALHOTRA, N. K. Pesquisa de marketing: uma orientação aplicada. 3. ed. Porto Alegre: Bookman, 2001.

McCRAKEN, G. Who is the celebrity endorser? Cultural foundations of the endorsement process. Journal of Consumer Research, Gainesville, v. 16, n. 3, p. 310-321, Dec. 1989.

MORRIS, J. D.; WOO, C.; SINGH, A. J. Elaboration likelihood model: a missing intrinsic emotional implication. Journal of Targeting, Measurement and Analysis for Marketing, London, v. 14, n. 1, p. 79-98, Dec. 2005.

OLSON, J. C.; JACOBY, J. Cue utilization in the quality perception process. In: ANNUAL CONFERENCE OF THE ASSOCIATION FOR CONSUMER RESEARCH, 3.; 1972, Iowa. Proceedings... Duluth: Association for Consumer Research, 1972. v. 2, p. 167-179.

PAYNE, A. The essence of services marketing. New Jersey: Prentice Hall, 1993.

PEREIRA, S. J. N. ; AYROSA, E. A. T. Atitudes relativas a marcas e argumentos ecológicos: um estudo experimental. Revista Eletrônica de Gestão Organizacional, Recife, v. 2, n. 2. maio/ago. 2004. Disponível em: . Acesso em: 28 nov. 2005. 2004.

PETTY, R. E.; CACIOPPO, J. T. Communication and persuasion: central and peripheral routes to attitude change. New York: Springer-Verlag, 1986.

PETTY, R. E.; CACIOPPO, J. T.; SCHUMANN, D. Central and peripheral routes to advertising effectiveness: the moderating role of involvement. Journal of Consumer Research, Gainesville, v. 10, n. 2, p. 135-146, Sept. 1983.

RATCHFORD, B. T. New insights about the FCB grid. Journal of Advertising Research, New York, v. 27, n. 4, p. 24-38, Aug./Sept. 1987.

SOLOMON, M. R. Atitudes. In: O comportamento do consumidor: comprando, possuindo e sendo. 5. ed. Bookman, 2002. p. 164-183.

STAFFORD, M. R.; STAFFORD, T. F.; DAY, E. A contingency approach: the effects of spokesperson type and service type on service advertising perceptions. Journal of Advertising, Armonk, v. 31, n. 2, p. 17-35, Summer. 2002.

STAFFORD, M. R. Tangibility in services advertising: an investigation of verbal versus visual cues. Journal of Advertising, Armonk, v. 25, n. 3, p. 13-28, Fall. 1996.

TELLIS, G. J. Advertising's role in capitalist markets: what do we know and where do we go from here? Journal of Advertising Research, New York, v. 45, n. 2, p. 162-170, June. 2005.

VERGARA, S. C. Tipos de pesquisa em administração. Rio de Janeiro: FGV, 1990. (Cadernos EBAP; 52).

ZAICHKOWSKY, J. L. Measuring the involvement construct in marketing. Journal of Consumer Research, Gainesville, v. 12, n. 3, p. 341-352, Dec. 1985.

ZAJONC, R. B. Feeling and thinking: preferences need no inferences. American Psychologist, Washington, v. 35, n. 2, p. 151-175, Feb. 1980.