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Article
Publication date: 10 September 2021

Vincent P. Magnini, Erika Quendler and Muzaffer Uysal

Using the context of a farm holiday venue, the purpose of this study is to empirically test whether textual references can have significant influences on potential…

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Abstract

Purpose

Using the context of a farm holiday venue, the purpose of this study is to empirically test whether textual references can have significant influences on potential consumers' affective responses and interest in advertisements.

Design/methodology/approach

In a between-subjects experiment, a reference to sunshine (the underlined phrase in the following narrative) was inserted into a Facebook advertisement for a farm holiday venue: “Relax and Rejuvenate for a couple of days on our farm. Great food, fun, and sunshine … See More”.

Findings

Results indicate that a reference to sunshine significantly improves consumers' affective responses to the advertisement and significantly increases their interest (propensity to click “see more”). This study also examines the potential influence of a textual reference to fresh air as well as fresh air in combination with sunshine. No statistically significant results are found with the fresh air reference.

Originality/value

While a number of studies have examined text-based sensory details in marketing stimuli (Magnini and Gaskins, 2010; Torto, 2016), the notion of inserting textual references to fresh air and/or sunshine in advertising has not been empirically examined in the body of the existing literature.

Details

International Hospitality Review, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 2516-8142

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