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Why Do Service Providers Employ Their Face-Shots in Marketing Communications?

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Authors
Choi, Beomjoon; Joseph, Kissan; Rosen, Dennis
Issue Date
2008
Publisher
College of Business Administration (경영대학)
Citation
Seoul Journal of Business Vol14(1): 105~121(2008)
Keywords
signaling; advertising; advertising Content design; yellow pages
Abstract
From billboards to newspapers, from TV to Yellow Pages, business
owners of retail establishments and services frequently include their
face-shots in their advertising to the public. Clearly, their face-shot
takes up space which, in turn, costs money. Thus, an important
question to ask is: are advertisers who include their face-shots receiving
a benefit that justifies their cost? Accordingly, in this research, we
develop the notion that the utilization of the service provider’s face is
able to credibly signal product quality via a bonding mechanism. In
particular, we examine if the signaling ability of the face-shot is higher
for credence goods, services that typically exhibit higher demand for
quality signals. In addition, we also investigate the ability of the face-shot to serve as a logo for the service. Analyzing a dataset containing
3299 yellow pages advertisements culled from seven city-pairs, we find
support for the bonding hypothesis but not for the logo hypotheses.
Implications for the design of marketing communications are also
discussed.
ISSN
1226-9816
Language
English
URI
http://hdl.handle.net/10371/1790
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College of Business Administration/Business School (경영대학/대학원)Dept. of Business Administration (경영학과)Seoul Journal of BusinessSeoul Journal of Business Volume 14, Number 1/2 (2008)
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