Impact of waiting attribution and consumer's mood on perceived quality

Article Abstract:

A study was conducted to determine the effect of waiting attribution and consumers' mood on the perceived quality of a bank's service. The study used video simulations of bank clients in waiting lines to elicit responses to a questionnaire. The results show that consumers' mood affects service quality aspects related to the personnel in contact with consumers, while waiting attribution affects the relational aspects of service quality. Moreover, mood has no effect on the waiting attribution process.

Research, Customer service

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What makes open vs. closed conclusion advertisements more persuasive? The moderating role of prior knowledge and involvement

Article Abstract:

This study focuses on the differences between open versus closed conclusion advertising finds that depth of knowledge on the part of the consumer is critical. Consumers under low involvement conditions may, ironically, display deeper levels of knowledge processing if they know about the product advertised and perceive it to be low-risk. Attitudes are more positive with greater depth of information processing.

Canada, Advertising Management, Consumer Behavior, Statistical Data Included, Methods, Analysis, Advertising, Marketing management

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