Construct · 1 fields · 1 citations

distinctiveness theory of advertising effectiveness: a standalone construct

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distinctiveness theory ofadvertising effectiveness1 CONSTRUCTDistinctiveness theoryDESHPANDÉ · ADVERTISING

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Advertising

the finding that members of a numerical minority respond more favorably to ads featuring a spokesperson of their own ethnicity, because the trait is salient to them.

In advertising, distinctiveness theory of advertising effectiveness refers to the finding that members of a numerical minority respond more favorably to ads featuring a spokesperson of their own ethnicity, because the trait is salient to them. This meaning comes from Deshpandé (1994) in Journal of Marketing Research.[1]

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effectiveness4 fields · 6 citationsjingle · one word, four constructstrait4 fields · 4 citationsjingle · one word, four constructs

References

  1. Deshpandé, R., & Stayman, D. M. (1994). A Tale of Two Cities: Distinctiveness Theory and Advertising Effectiveness. Journal of Marketing Research, 31(1), 57-64. https://doi.org/10.1177/002224379403100105

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