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Center for Teacher Education Program, National Sun Yat-Sen University, 70, Lien-Hai Road, Kaohsiung 804, Taiwan, ROC
b
General Education Center, National Kaohsiung Hospitality College, 1, Sung-Ho Rd., Kaohsiung 812, Taiwan, ROC
c
Graduate School of Business Administration, National Chiayi University, Chiayi 580, Taiwan, ROC
Received 4 August 2006; received in revised form 8 March 2007; accepted 20 March 2007
Abstract
Virtual experience has begun to play a signicant 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
ndings provide insights into the contingent use of traditional brochures, the use of virtual experience, and the use of hybrid advertising.
r 2007 Elsevier Ltd. All rights reserved.
Keywords: Advertising effect; Cognitive preference; Order effects; Virtual experience
1. Introduction
Traditionally, advertising has been dened as a form of
controlled communication that attempts to persuade
consumers, using strategies and appeals, to buy or use a
particular product or service (Deeur & Dennis, 1996). It is
becoming abundantly clear that the media environment
into which advertising is placed is changing, and because of
this trend, the nature of advertising is changing as well.
Many new channels of mass communication were developed during the latter part of the 20th century that exposed
the public to an ever-increasing number of mediated
messages (Fitzgerald, 1999; Lombard et al., 1997).
Tourism and leisure have become prevalent activities in
modern life. With the rapid expansion of the tourism
Corresponding author. Tel.: +886 7 5252000 5884;
fax: +886 7 5255892.
E-mail addresses: wbchiou@mail.nsysu.edu.tw (W.-B. Chiou),
won@mail.nkhc.edu.tw (C.-S. Wan), jennyhylee@gmail.com (H.-Y. Lee).
0261-5177/$ - see front matter r 2007 Elsevier Ltd. All rights reserved.
doi:10.1016/j.tourman.2007.03.016
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W.-B. Chiou et al. / Tourism Management 29 (2008) 146150
147
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Table 1
Advertising effect of cognitive preference by advertising mode
Cognitive preference by advertising mode
Advertising effect
Advertising attitude
Brand attitude
Purchase intent
SD
SD
SD
Verbalizers (n 52)
Traditional brochure
Virtual experience
5.13
3.86
0.83
0.95
4.89
4.19
1.02
0.81
5.04
4.41
1.08
1.15
Visualizers (n 52)
Traditional brochure
Virtual experience
3.81
4.95
0.70
0.84
3.84
5.22
0.68
0.78
4.00
5.64
0.96
0.93
Note: Each experimental condition consisted of 26 participants. Advertising attitude, brand attitude, and purchase intent were all rated on a seven-point
scale.
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W.-B. Chiou et al. / Tourism Management 29 (2008) 146150
Advertising effect
Advertising
attitude
Brand attitude
Purchase intent
SD
SD
SD
Verbalizers (n 52)
TBVR
4.23
VRTB
4.77
0.64
0.82
4.21
4.76
0.67
0.84
4.45
5.08
1.05
1.07
Visualizers (n 84)
TBVR
5.31
VRTB
3.87
0.85
0.89
5.29
4.28
0.87
0.94
5.41
4.41
0.92
1.14
149
5. Concluding comments
In principle, verbalizers tend to use fewer images, but
rely mostly on verbal material, whereas visualizers tend to
remember better from visual material and not from verbal
material. The ndings of the rst study were in accordance
with the predictions. The results also suggest that
consumers who are verbalizers would more likely be
affected by the ads with traditional brochure, whereas
those who are visualizers would more likely be inuenced
by the ads with virtual experience.
In the second study, the results rst indicated that the
recency effect was more prominent than the primacy effect
when hybrid advertising was employed. This nding was
consistent with a classical study conducted by Insko (1964).
Thus, when receivers were asked to rate their responses
immediately after a hybrid presentation, the recency effect
was more apparent. Furthermore, the second study also
revealed that the advertising effect was greater for
verbalizers when the subsequent advertising mode was
traditional brochure, whereas the advertising effect was
greater for visualizers when the subsequent advertising
mode was virtual experience. Thus, it suggests that in
hybrid advertising, the recency effect would depend on
participants cognitive preferences. In the practice of
contemporary marketing, potential tourists are likely to
be subjected to both advertising modes. Future research
may investigate the complementarity of the different modes
of advertising.
In conclusion, the ndings showed that consumers
cognitive preferences played a critical role in determining
the advertising effect of virtual experience vs. traditional
brochures. A match hypothesis that refers to the congruence between the advertising mode and consumers
cognitive preferences was supported by the research
ndings. Furthermore, the ndings in the second study
suggest that when marketers want to employ both virtual
experience and traditional brochures in advertising their
products, the virtual experience mode should be presented
to visually oriented consumers after the traditional
brochure mode, whereas the traditional brochure mode
should be introduced after the virtual experience mode for
verbally oriented consumers.
It should be noted that there are limitations to the
present research. First, participants in the present research
were Taiwanese college students. Future research may
employ multiple samples with different demographic
backgrounds to expand the external validity of the
arguments addressed in this article. Second, the advertising
effects assessed in this article were self-report measurements that focused on attitudes and purchase intent.
However, recognition and recall, which are commonly
used as indicators of advertising effectiveness (Singh &
Churchill, 1987), may also determine the presence of the
advertising effects. Future research may examine the
advertising effects by adopting this measurement approach. Finally, only one scenic spot was employed to test
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