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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
2008-06
Publisher
College of Business Administration (경영대학)
Citation
Seoul Journal of Business, Vol.14 No.1, pp. 105-121
Keywords
signalingadvertisingadvertising Content designyellow 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 providers 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
https://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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