The Effects of Signaling Monetary and Creative Effort in Ads
研究了广告中金钱或创意努力对消费者、企业客户、求职者和投资者的积极影响，发现努力信号通过影响消费者感知来发挥作用。
<h3>ABSTRACT</h3> Advertiser effort signals brand ability and commitment, which leads to beneficial effects on consumers. This research tested whether effort (in terms of expense or creativity) yields similar effects in business-to-business, recruitment, and investor contexts. The results of four studies indicate that this may be the case, suggesting that advertiser effort goes a long way. This article also extends the literature on advertiser effort by showing that the presumed influence on consumers is an important mediator of its effects. Perceived expense or creativity in advertising conveys soft information about a brand, which will have an impact on how it is perceived.