TY - JOUR
T1 - The Hand, the Bill… or Both?
T2 - The Role of Credibility in Handbill Acceptance
AU - PRENDERGAST, Gerard P
AU - Wai, King Ting
AU - Cheung, Wing Yi
N1 - Copyright:
Copyright 2012 Elsevier B.V., All rights reserved.
PY - 2012/3/1
Y1 - 2012/3/1
N2 - Handbills are paper advertisements that are distributed by hand to pedestrians. What roles do the credibility of the distributor and the credibility of the handbill have in the probability that a handbill offered will be accepted? Street intercept interviews with 223 pedestrians in Hong Kong showed that distributor credibility positively predicted handbill acceptance, but the credibility of the handbill itself mediated this relationship. Environmental concerns moderated the relationship between handbill credibility and handbill acceptance. The findings are discussed in terms of their implications for advertisers, and a platform is sketched for future researchers to build on.
AB - Handbills are paper advertisements that are distributed by hand to pedestrians. What roles do the credibility of the distributor and the credibility of the handbill have in the probability that a handbill offered will be accepted? Street intercept interviews with 223 pedestrians in Hong Kong showed that distributor credibility positively predicted handbill acceptance, but the credibility of the handbill itself mediated this relationship. Environmental concerns moderated the relationship between handbill credibility and handbill acceptance. The findings are discussed in terms of their implications for advertisers, and a platform is sketched for future researchers to build on.
UR - http://www.scopus.com/inward/record.url?scp=84858837049&partnerID=8YFLogxK
U2 - 10.2501/JAR-52-1-128-135
DO - 10.2501/JAR-52-1-128-135
M3 - Journal article
AN - SCOPUS:84858837049
SN - 0021-8499
VL - 52
SP - 128
EP - 135
JO - Journal of Advertising Research
JF - Journal of Advertising Research
IS - 1
ER -