The Impact of Price Level and Appeal Type in Hotel Advertising: A Pilot Study

Document Type

Article

Publication Title

Services Marketing Quarterly

ISSN

1533-2969

Volume

38

Issue

1

DOI

10.1080/15332969.2017.1271207

First Page

46

Last Page

56

Publication Date

1-2-2017

Abstract

Limited extant experimental research on advertising appeal effectiveness in the presence of price cues in a service offer provides the motivation for this study. While past research has found support for the effectiveness of both rational and emotional appeals in services marketing, this research, in the context of hotel advertising, shows that appeal type effectiveness may vary with the price level of the service. More specifically, this study finds that rational appeals are more effective than emotional appeals for low-priced hotels, but for high-priced hotels, rational and emotional appeals show no significant difference in influencing consumer evaluations of the offer.

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