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‘THE MODERATOR EFFECT OF PRIOR KNOWLEDGE ON TYPE OF AD AND THE CREDIBILITY OF THE MESSAGE’

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(1)

‘THE MODERATOR EFFECT OF PRIOR

KNOWLEDGE ON TYPE OF AD AND THE

CREDIBILITY OF THE MESSAGE’

Thesis defense

Stephanie Pereboom S2534991

(2)
(3)

Introduction (1/2)

› What was already known?

• Effects of humor

• Magnitude of prior knowledge → credibility

› What was not known?

• Valence of prior knowledge • Moderating effect

(4)

Introduction (2/2)

› “Does consumers’ prior knowledge (positively or negatively) impact the effect of the type of ad

(humorous or serious) upon the credibility of the ad’s message and does the latter increase purchase

(5)

Theory

› H1. Type of ad → Message credibility

› H2. Prior knowledge → Message credibility › H3. Prior knowledge → Type of ad & Message

credibility

(6)
(7)

Results

› Data inspection

› Sample description › Manipulation check › Hypotheses testing

1. Message credibility is higher for a serious ad compared to a humorous ad. Not supported 2. Message credibility is higher when people have positive prior knowledge compared to

negative prior knowledge.

Supported 3. Prior knowledge moderates the relation, such that when prior knowledge is positive (vs.

negative) the relation between a humorous ad and message credibility is positive (vs. negative).

Supported

(8)

Discussion

(9)

Referenties

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