Assessing the Usefulness of Attribute Advertising for Store Image Enhancement: An Experimental Approach
研究零售商店在广告中加入商店属性声明（如价格合理、服务好等）能否提升商店形象，实验发现效果数值上略高但统计上不显著，且存在研究设计缺陷。
Abstract It is proposed that in addition to usual product advertising, retail stores could enhance store image by also including in their advertisements claims regarding general attributes of the store, e.g. reasonable prices, good buys, fast checkouts, low pressure salespeople, items easy to find, friendly personnel, and excellent service. A study using real advertise ments and representative subjects is reported. Ss receiving advertisements containing both product and store attribute claims indicated numerically (though usually nonsignificant) higher image scores that did Ss who didn't see an advertisement. While the research design and manipulations are flawed and the subject store's uninfluenced image was slightly negative implying customers' experiences invalidated the advertising attribute claims, the research question is well formed and pitfalls for future research are explicated.