An Investigation of Visualization and Documentation Strategies in Services Advertising
研究了服务广告中可视化与文档化两种策略对广告效果的影响，发现可视化策略对两种服务类型均有效，而文档化策略仅在享乐型服务中有效。
This study examines two advertising strategies— documentation and visualization—on several measures of ad effectiveness across two different types of service offerings (utilitarian and hedonic). For both service types, a visualization strategy was found to have a positive effect on informativeness, perceived quality, and likelihood of use (but had no effect on uniqueness). As expected, the documentation strategy had a positive effect on all of the dependent measures within the hedonic service environment but had no effect in the utilitarian setting. This is consistent with dual processing theories and suggests that individuals are more attentive to various forms of documentary information (e.g., statistics, figures, charts, testimonials, comparisons) when the service offering provides hedonic value.