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An Investigation of Visualization and Documentation Strategies in Services Advertising

Bradley University

Jeff Blodgett

University of Illinois at Springfield

Robert Baer

Bradley University

Kirk Wakefield

Baylor University

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.

Key Words: services advertising • visualization and documentation strategies • hedonic and utilitarian products

Journal of Service Research, Vol. 7, No. 2, 155-166 (2004)
DOI: 10.1177/1094670504268449


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