An investigation into the use of textual references to sunshine and fresh air in farm holiday advertising

Document Type

Article

Publication Date

9-10-2021

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.

DOI

https://doi.org/10.1108/IHR-06-2021-0046

Original Citation

Magnini, V. P., Quendler, E., Uysal, M. (2021). An investigation into the use of textual references to sunshine and fresh air in farm holiday advertising. International Hospitality Review. http://dx.doi.org/10.1108/ihr-06-2021-0046

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