1.
Charles J. Quigley
– Professor Emeritus, Marketing, Bryant University, United States.
2.
Sharmin Attaran
– Professor Emeritus, Marketing, Bryant University, United States.
3.
Elaine M. Notarantonio
– Professor Emeritus, Marketing, Bryant University, United States.
Abstract
Consumer perceptions of different methods of information delivery in magazines were studied. Three information delivery methods
(advertisements, advertorials, editorials) and two types of consumer products (high involvement, low involvement) were used to
evaluate reader perceptions of selling intent, source credibility, and purchase intention. Significant differences between high
and low involvement products and between editorials, advertorials, and advertisements in perceived selling intent, perceived
credibility, and purchase intention were found. Gender and prior knowledge of the product were also significant. Implications for
marketers and policy-makers are also discussed.
Keywords Product Involvement, Brand Mention, Consumer Behavior, Advertisements, Product Placement
