Pokaż uproszczony rekord

dc.contributor.authorTrzebiński, Wojciech
dc.contributor.authorMarciniak, Beata
dc.contributor.authorLeonhardt, James
dc.contributor.editorPietrasieński, Paweł
dc.contributor.editorWojtysiak-Kotlarski, Marcin
dc.date.accessioned2022-09-02T11:32:50Z
dc.date.available2022-09-02T11:32:50Z
dc.date.issued2021
dc.identifier.citationTrzebiński W., Marciniak B., Leonhardt J., Abstract versus Concrete Product Information: Theoretical and Practical Considerations. W: Entrepreneurship, economic development and public policy : how can Nevada help and inspire Poland, how can Poland help and inspire Nevada / red. Pietrasieński P., Wojtysiak-Kotlarski M., Warsaw : Scholar Publishing House, 2021en
dc.identifier.isbn978-83-66849-43-3en
dc.identifier.urihttp://hdl.handle.net/20.500.12182/1031
dc.description.abstractWhen describing a product to consumers, should marketers use abstract or concrete product descriptions? Prior research suggests that a consumer’s level of product expertise or brand awareness may affect their preference for abstract versus concrete product information. Drawing on the classical means-end chain model and the concept of consumer mindset, we propose that product evaluation mode (i.e., whether product alternatives are presented separately or jointly) will affect consumer preference for abstract versus concrete product-related information.We present an overview of our conceptual model and we outline an empirical study to test our hypotheses. Our findings should have direct relevance for the marketing of products on brand and retailer websites. Based on our findings, marketers should have greater insight on how to describe products based on whether products are individually or jointly presented to online shoppers.en
dc.language.isoen
dc.publisherScholar Publishing Houseen
dc.rightsUznanie autorstwa-Użycie niekomercyjne 4.0 Międzynarodowe*
dc.rights.urihttp://creativecommons.org/licenses/by-nc/4.0/*
dc.subjectproduct informationen
dc.subjectinformation abstractnessen
dc.subjectinformation concretenessen
dc.subjectconsumersen
dc.titleAbstract versus Concrete Product Information: Theoretical and Practical Considerationsen
dc.typebooksectionen
dc.contributor.organizationSGH Warsaw School of Economicsen
dc.description.editionFirst editionen
dc.description.physical40-46en
dc.title.containerEntrepreneurship, economic development and public policy : how can Nevada help and inspire Poland, how can Poland help and inspire Nevadaen
dc.identifier.urlpublisherhttps://scholar.com.pl/en


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