Virtual experience vs. brochures in the advertisement of scenic spots: How cognitive preferences and order effects influence advertising effects on consumers

Virtual experience vs. brochures in the advertisement of scenic spots: How cognitive preferences... Virtual experience has begun to play a significant role in the marketing and promotion for the tourism industry. This article demonstrates that the advertising effects of traditional brochures vs. virtual experience would be contingent on consumers’ cognitive preferences. The traditional use of brochures in advertising would be more effective for verbalizers, whereas the virtual experience mode would be more effective for visualizers. Under a hybrid of the two advertising modes, a recency effect was found indicating that the subsequent or more recently experienced advertising mode would generate a greater impact. Moreover, the recency effect of traditional brochures was more apparent for verbalizers, whereas the recency effect of virtual experience was more pronounced for visualizers. The findings provide insights into the contingent use of traditional brochures, the use of virtual experience, and the use of hybrid advertising. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Tourism Management Elsevier

Virtual experience vs. brochures in the advertisement of scenic spots: How cognitive preferences and order effects influence advertising effects on consumers

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Publisher
Elsevier
Copyright
Copyright © 2007 Elsevier Ltd
ISSN
0261-5177
DOI
10.1016/j.tourman.2007.03.016
Publisher site
See Article on Publisher Site

Abstract

Virtual experience has begun to play a significant role in the marketing and promotion for the tourism industry. This article demonstrates that the advertising effects of traditional brochures vs. virtual experience would be contingent on consumers’ cognitive preferences. The traditional use of brochures in advertising would be more effective for verbalizers, whereas the virtual experience mode would be more effective for visualizers. Under a hybrid of the two advertising modes, a recency effect was found indicating that the subsequent or more recently experienced advertising mode would generate a greater impact. Moreover, the recency effect of traditional brochures was more apparent for verbalizers, whereas the recency effect of virtual experience was more pronounced for visualizers. The findings provide insights into the contingent use of traditional brochures, the use of virtual experience, and the use of hybrid advertising.

Journal

Tourism ManagementElsevier

Published: Feb 1, 2008

References

  • The effect of cognitive style and mode of presentation on learning performance
    Riding, R.J.; Douglas, G.

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