What to Say When: Advertising Appeals in Evolving Markets

By Rajesh Chandy, Gerard J. Tellis, D. Macinnis, Pattana Thaivanich. 2001

294 citations recorded by the source corpus.

Subfields: Marketing, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/ff25067235f6a5c1d6508fc6dd6d20b4af93d6e0

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Citations in the corpus

The effects of ethnocentrism and economic development on the formation of brand and ad attitudes in transitional economies (2005, background): “The special circumstances of transitional economies and brand attitudes are studied in the works of Chandy et al. (2001)”
What Drives Virality (Sharing) of Online Digital Content? The Critical Role of Information, Emotion, and Brand Prominence (2019, methodology): “We adapted the scales from Chandy et al. (2001) to code the content of the video ads.”
Functional and experiential routes to persuasion: an analysis of advertising in emerging vs. developed markets (2013, unknown): “This effect may occur because many products, by their very nature, and especially the cleaning products featured here, offer functionality that creates value, and from this value creation consumers derive positive affect (Chandy et al., 2001).”
The Effectiveness of Advertising: A Meta-Meta-Analysis of Advertising Inputs and Outcomes (2016, background): “An advertising message typically provides information, applies affective elements (e.g., humor, pictures), or does both (Chandy et al. 2001).”
Advertising Content and Consumer Engagement on Social Media: Evidence from Facebook (2018, unknown): “Our strategy for coding content is motivated by the psychology, marketing and economic literatures on advertising (see Cialdini (2001); Chandy et al. (2001); Bagwell (2007); Vakratsas and Ambler (1999) for some representative overviews).”
What's Advertising Content Worth? Evidence from a Consumer Credit Marketing Field Experiment (2010, background): “…and Jacobs 2001; Day 2003; Agarwal and Ambrose 2007), academic researchers have rarely used field experiments to study advertising content effects.2 Chandy et al. (2001) review evidence of advertising effects on consumer behavior and find that “research to date can be broadly classified into two…”
The Value of Quality (2007, unknown): “This compares favorably with the average value of 80% by Chandy et al. (2001).”
Assessing When Increased Media Weight of Real-World Advertisements Helps Sales (2002, background): “…are mature and purchases are frequent is consistent with classic models of buyer behavior (e.g., Howard 1977; Howard and Sheth 1969; see also Chandy et al. 2001), which posit that decision-making effort declines with experience in the product category, as would be the case when purchase…”
The brand attitude formation process of emotional and informational ads (2005, methodology): “Advertising agencies have long recognized ad execution format (emotional vs. informational) as a useful tool for strategic advertising management (Vaughn, 1980; Chandy et al., 2001; MacInnis et al., 2002).”
Social media advertising value: The case of transitional economies in Southeast Asia (2014, background): “In relatively young markets, product consumption is therefore more risky (Chandy et al. 2001) and consumer protection thus becomes a significant issue.”