Because consumers encounter numerous advertising messages from many sources and through various media, hospitality advertisers are increasingly concerned about the effectiveness of their messages. In this article, the author proposes that story-based communication or narratives might offer an attractive new avenue for advertising experiential services such as restaurants. The goal of this experimental investigation was to examine whether consumer expertise interferes with the relative effectiveness of story-based appeals in print advertisements portraying restaurants. Overall, this study's results suggest that consumers with relatively low familiarity with a restaurant category might prefer appeals based on stories to appeals based on lists of service attributes. Moreover, narrative ads might elicit more emotional reactions toward the ad than ads employing a list format. Consumers with relatively high familiarity with the focal restaurant category, however, might be unaffected by the format of the information presentation. 2002 International Council on Hotel, Restaurant and Institutional Education.
All Science Journal Classification (ASJC) codes
- Tourism, Leisure and Hospitality Management