Advertising Claim Objectivity: Antecedents and Effects
研究了广告主张客观性（包括属性可触性和描述事实性）如何影响广告可信度、品牌信念和购买意向，并比较了印刷与广播媒体的差异。
The authors examine the role of advertising claim objectivity under central route processing conditions. Past studies are reviewed and two distinct components of claim objectivity are identified: attribute tangibility and factualness of description. Specific predictions are made concerning the effects of claim objectivity on perceived ad credibility, brand beliefs, ad attitudes, brand attitudes, and purchase intentions. Using the Elaboration Likelihood Model different results are predicted for print and broadcast media. A study is conducted in which the degree of claim objectivity (objective, subjective, and mixed) and the type of media (radio or print) are manipulated as independent variables while various message and consumer variables are controlled or measured as covariates. Results show that both tangibility and factualness contribute to claim objectivity effects, that objective claims are more effective than subjective claims, and that no content differences emerge between print and radio media. Implications for marketing research and practice are discussed.