The perception of kosher as a third party certification claim in advertising for familiar and unfamiliar brands

This study was undertaken to investigate the inclusion of a kosher claim in an advertisement for a familiar and unfamiliar brand of breakfast cereal. Results showed that, as hypothesized, for the familiar brand a kosher third party endorsement led to significantly more kosher attribute-related thoughts, more favorable product attitude and greater purchase intention. For the unfamiliar brand, no significant impact upon these dependent measures was observed given a kosher endorsement. Findings are interpreted from a cognitive perspective regarding the salience of the kosher attribute in a product familiarity context. Managerial implications are discussed.

[1]  Pierre D. Martineau,et al.  Motivation in advertising , 1957 .

[2]  A. Greenwald,et al.  Attitude and selective learning: where are the phenomena of yesteryear? , 1967, Journal of personality and social psychology.

[3]  J. Warm,et al.  Influence of word frequency and length on the apparent duration of tachistoscopic presentations. , 1969, Journal of experimental psychology.

[4]  P. Wright.  The Cognitive Processes Mediating Acceptance of Advertising , 1973 .

[5]  K. Forster,et al.  Lexical Access and Naming Time. , 1973 .

[6]  T. L. Parkinson.  The Role of Seals and Certifications of Approval in Consumer Decision‐Making. , 1975 .

[7]  C. L. Narayana,et al.  Consumer Behavior and Product Performance: An Alternative Conceptualization , 1975 .

[8]  D. Hamilton,et al.  Illusory correlation in interpersonal perception: A cognitive basis of stereotypic judgments. , 1976 .

[9]  I. Ajzen,et al.  Belief, Attitude, Intention, and Behavior: An Introduction to Theory and Research , 1977 .

[10]  Alan D. Baddeley,et al.  THE TROUBLE WITH LEVELS: A REEXAMINATION OF CRAIK AND LOCKHART'S FRAMEWORK FOR MEMORY RESEARCH , 1978 .

[11]  R. Hastie,et al.  Person memory: Personality traits as organizing principles in memory for behaviors. , 1979 .

[12]  J. Bettman.  An information processing theory of consumer choice , 1979 .

[13]  Terence A. Shimp.  Attitude toward the AD as a Mediator of Consumer Brand Choice , 1981 .

[14]  Thomas K. Srull,et al.  Person memory: Some tests of associative storage and retrieval models , 1981 .

[15]  A. Graesser,et al.  Memory for actions in scripted activities as a function of typicality, retention interval, and retrieval task , 1981, Memory & cognition.

[16]  D. Sarel,et al.  Consumer (Mis)Perceptions and usage of Third Party Certification Marks, 1972 and 1980: Did Public Policy have an Impact? , 1981 .

[17]  G. Belch,et al.  An Examination of Comparative and Noncomparative Television Commercials: The Effects of Claim Variation and Repetition on Cognitive Response and Message Acceptance , 1981 .

[18]  William R. Swinyard,et al.  Attitude-Behavior Consistency: The Impact of Product Trial versus Advertising: , 1983 .

[19]  Jennifer Crocker,et al.  Person memory and causal attributions. , 1983 .

[20]  M. Sujan,et al.  Consumer Knowledge: Effects on Evaluation Strategies Mediating Consumer Judgments , 1985 .

[21]  Henry Assael,et al.  Marketing Management: Strategy and Action , 1985 .

[22]  Meryl P. Gardner,et al.  Does Attitude toward the Ad Affect Brand Attitude under a Brand Evaluation Set? , 1985 .

[23]  Lawrence J. Marks,et al.  The Use of Product Sampling and Advertising: Effects of Sequence of Exposure and Degree of Advertising Claim Exaggeration on Consumers’ Belief Strength, Belief Confidence, and Attitudes , 1988 .

[24]  Scott B. MacKenzie,et al.  An Empirical Examination of the Structural Antecedents of Attitude toward the Ad in an Advertising Pretesting Context , 1989 .

[25]  Joan Meyers-Levy.  Investigating Dimensions of Brand Names That Influence the Percieved Familiarity of Brands , 1989 .