The effect of artparody and artinfusion advertisements focusing on product type and regulatory focus

Purpose The purpose of this paper is to verify the difference in the effect of artparody and artinfusion advertisements depending on the product type and regulatory focus, and to expand the boundary of research in the field. Designmethodologyapproach The paper examines their effect depending on prod...

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Bibliographic Details
Published in:	Asian journal on quality 2010-06, Vol.11 (1), p.79-88
Main Authors:	Moon, JaeYoung, Kwak, JunSik
Format:	Article
Language:	eng
Subjects:	Advertising Advertising effectiveness Humour South Korea
Online Access:	Get full text
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Summary:	Purpose The purpose of this paper is to verify the difference in the effect of artparody and artinfusion advertisements depending on the product type and regulatory focus, and to expand the boundary of research in the field. Designmethodologyapproach The paper examines their effect depending on product type and regulatory focus through two experiments. One is the effect of artparody and artinfusion advertisements by product type and the other is the effect of artparody and artinfusion advertisements by regulatory focus. Findings Artinfusion is more effective than artparody for utilitarian products in terms of message credibility and brand attitude except for purchase intention although there is no difference between the two types for hedonic products. Participants with promotion focus favor artparody advertisement, while participants with prevention focus favor artinfusion advertisement in terms of cognitive attitude toward advertisement. Research limitationsimplications This study is conducted as a part of research on art infusion, which is in the primitive stage of development. Therefore, it shall be possible to extend the boundary of research by applying a variety of marketing theories in the future. Originalityvalue The results of this paper imply that the advertising technique must vary depending on the type of focus the target customer values.
ISSN:	1598-2688