Print Advertising of Educational Services: an investigation on the impact of the pictures facilities and testimonial about attitudes
| Autor(a) principal: | |
|---|---|
| Data de Publicação: | 2010 |
| Outros Autores: | |
| Tipo de documento: | Artigo |
| Idioma: | por eng spa |
| Título da fonte: | Revista Brasileira de Gestão de Negócios (Online) |
| Texto Completo: | https://rbgn.fecap.br/RBGN/article/view/368 |
Resumo: | Just like other services organizations, some higher education institutions have invested in printed advertising to attract applicants. The services management literature suggests that using stimuli such as pictures of the facilities and alumni testimonials may help to turn tangible the offer of services so strongly intangible as higher education. In the present work, the impact of two different types of cue on prospects' attitudes is investigated. The cue paradigm (Olson & Jacoby 1972) has been used to select the two types of cue: intrinsic (facilities pictures), and extrinsic (testimonials). An experiment has been conducted not only to assess the effect of the impact of four levels of presence of cues (absent, only intrinsic, only extrinsic, both) on prospects' attitudes, but also the effect of prospects' involvement level with higher education organizations on each of the four conditions. Results show that although there were no differences detected between the effects of four types of argument about public attitudes, respondents with low involvement in the dimension values/self image has showed more favorable attitudes regarding the (intentions of enrollment) when exposed to testimonials (extrinsic cue). Key words: Educational services advertising, Cue paradigm. Physical representation and association strategies. Attitudes. |
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Print Advertising of Educational Services: an investigation on the impact of the pictures facilities and testimonial about attitudesPropaganda Impresa de Servicios Educacionales: una investigación sobre el impacto de la fotografía de las instalaciones y del testimonio sobre actitudesPropaganda Impressa de Serviços Educacionais: uma investigação sobre o impacto da fotografia das instalações e do testemunhal sobre atitudesEducational services advertisingCue paradigm. Physical representation and association strategies. Attitudes.Propaganda de los servicios educacionales. Señales intrínsecas y extrínsecas. Estrategias de la representación física y asociación. Actitudes.Propaganda de serviços educacionais. Pistas intrínsecas e extrínsecas. Estratégias da representação física e associação. Atitudes. Just like other services organizations, some higher education institutions have invested in printed advertising to attract applicants. The services management literature suggests that using stimuli such as pictures of the facilities and alumni testimonials may help to turn tangible the offer of services so strongly intangible as higher education. In the present work, the impact of two different types of cue on prospects' attitudes is investigated. The cue paradigm (Olson & Jacoby 1972) has been used to select the two types of cue: intrinsic (facilities pictures), and extrinsic (testimonials). An experiment has been conducted not only to assess the effect of the impact of four levels of presence of cues (absent, only intrinsic, only extrinsic, both) on prospects' attitudes, but also the effect of prospects' involvement level with higher education organizations on each of the four conditions. Results show that although there were no differences detected between the effects of four types of argument about public attitudes, respondents with low involvement in the dimension values/self image has showed more favorable attitudes regarding the (intentions of enrollment) when exposed to testimonials (extrinsic cue). Key words: Educational services advertising, Cue paradigm. Physical representation and association strategies. Attitudes. Tal como ocurre en otras organizaciones de servicios, algunas instituciones de educación superior invierten en propaganda impresa para atraer aspirantes a sus cursos. La literatura sobre comunicación de servicios señala que el uso de estímulos, como fotografías de las instalaciones y el testimonio de alumnos o ex alumnos, contribuye a hacer más tangible la oferta de servicios fuertemente intangibles como son los educacionales. En este trabajo se investiga el impacto que dos tipos de argumento, usados en avisos de servicios educacionales, ejercen sobre las actitudes del público de instituciones de educación superior. La definición de los dos tipos de argumento se ha hecho con base en el ";paradigma de las señales"; (cue paradigm, Olson & Jacoby, 1972). Se utilizaron dos argumentos, las fotografías de las instalaciones (una señal intrínseca, de acuerdo con el paradigma de las señales) y el testimonio de alumnos (una señal extrínseca). Se coordinó un experimento para evaluar no solo el efecto de las cuatro categorías de argumento sobre actitudes del público (ausencia de señales, solamente intrínsecas, solamente extrínsecas, intrínsecas y extrínsecas combinadas), sino también el efecto del grado de comprometimiento del público con instituciones de educación en cada una de las cuatros condiciones del experimento. Los resultados muestran que, aunque no hayan sido detectadas diferencias entre los efectos de los cuatro tipos de argumento sobre las actitudes del público, los entrevistados con bajo grado de comprometimiento en la dimensión valores/autoimagen revelaron actitudes más favorables con relación a la intención de matrícula al conocer los testimonios (señal extrínseca). Palabras clave: Propaganda de los servicios educacionales. Señales intrínsecas y extrínsecas. Estrategias de la representación física y asociación. Actitudes. Assim como diversas outras organizações de serviços, algumas instituições de ensino superior investem em propaganda impressa para atrair candidatos para seus cursos. A literatura sobre comunicação de serviços sugere que a utilização de estímulos como fotografias das instalações e testemunhais de alunos e ex-alunos são formas de tangibilizar a oferta como de serviços tão fortemente intangíveis quanto os educacionais. Neste trabalho, é investigado o impacto de dois tipos de argumento usados em anúncios de serviços educacionais, sobre as atitudes do público de instituições de ensino superior. A definição dos dois tipos de argumento foi feita com base no ";;;paradigma das pistas";;;; cue paradigm (OLSON; JACOBY, 1972). Os argumentos usados foram fotografias das instalações (uma pista intrínseca, segundo o paradigma das pistas) e testemunhos de alunos (uma pista extrínseca). Foi conduzido um experimento para avaliar não apenas o efeito dos quatro níveis de tipo de argumento (ausência de pistas, somente intrínsecas, somente extrínsecas, intrínsecas e extrínsecas combinadas) sobre atitudes do público, mas também o efeito do nível de envolvimento do público com instituições de ensino em cada uma das quatro condições do experimento. Resultados mostram que, embora não tenham sido detectadas diferenças entre efeitos dos quatro tipos de argumento sobre atitudes dos públicos, os respondentes com baixo nível de envolvimento na dimensão valores/auto-imagem demonstraram atitudes mais favoráveis em relação à intenção de matrícula quando expostos a testemunhal (pista extrínseca). Palavras-chave: Propaganda de serviços educacionais. Pistas intrínsecas e extrínsecas. Estratégias da representação física e associação. Atitudes.FECAP2010-07-01info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionAvaliado por paresapplication/pdfapplication/pdfapplication/pdfhttps://rbgn.fecap.br/RBGN/article/view/36810.7819/rbgn.v12i35.368Review of Business Management; Vol. 12 No. 35 (2010); 224-243RBGN Revista Brasileira de Gestão de Negócios; Vol. 12 Núm. 35 (2010); 224-243RBGN - Revista Brasileira de Gestão de Negócios; v. 12 n. 35 (2010); 224-2431983-08071806-4892reponame:Revista Brasileira de Gestão de Negócios (Online)instname:Fundação Escola de Comércio Álvares Penteado (FECAP)instacron:FECAPporengspahttps://rbgn.fecap.br/RBGN/article/view/368/630https://rbgn.fecap.br/RBGN/article/view/368/631https://rbgn.fecap.br/RBGN/article/view/368/632Copyright (c) 2014 Review of Business Managementinfo:eu-repo/semantics/openAccessAyrosa, Eduardo André TeixeiraFacó, Marcos Henrique2021-07-21T16:40:56Zoai:ojs.emnuvens.com.br:article/368Revistahttp://rbgn.fecap.br/RBGN/indexhttps://rbgn.fecap.br/RBGN/oai||jmauricio@fecap.br1983-08071806-4892opendoar:2021-07-21T16:40:56Revista Brasileira de Gestão de Negócios (Online) - Fundação Escola de Comércio Álvares Penteado (FECAP)false |
| dc.title.none.fl_str_mv |
Print Advertising of Educational Services: an investigation on the impact of the pictures facilities and testimonial about attitudes Propaganda Impresa de Servicios Educacionales: una investigación sobre el impacto de la fotografía de las instalaciones y del testimonio sobre actitudes Propaganda Impressa de Serviços Educacionais: uma investigação sobre o impacto da fotografia das instalações e do testemunhal sobre atitudes |
| title |
Print Advertising of Educational Services: an investigation on the impact of the pictures facilities and testimonial about attitudes |
| spellingShingle |
Print Advertising of Educational Services: an investigation on the impact of the pictures facilities and testimonial about attitudes Ayrosa, Eduardo André Teixeira Educational services advertising Cue paradigm. Physical representation and association strategies. Attitudes. Propaganda de los servicios educacionales. Señales intrínsecas y extrínsecas. Estrategias de la representación física y asociación. Actitudes. Propaganda de serviços educacionais. Pistas intrínsecas e extrínsecas. Estratégias da representação física e associação. Atitudes. |
| title_short |
Print Advertising of Educational Services: an investigation on the impact of the pictures facilities and testimonial about attitudes |
| title_full |
Print Advertising of Educational Services: an investigation on the impact of the pictures facilities and testimonial about attitudes |
| title_fullStr |
Print Advertising of Educational Services: an investigation on the impact of the pictures facilities and testimonial about attitudes |
| title_full_unstemmed |
Print Advertising of Educational Services: an investigation on the impact of the pictures facilities and testimonial about attitudes |
| title_sort |
Print Advertising of Educational Services: an investigation on the impact of the pictures facilities and testimonial about attitudes |
| author |
Ayrosa, Eduardo André Teixeira |
| author_facet |
Ayrosa, Eduardo André Teixeira Facó, Marcos Henrique |
| author_role |
author |
| author2 |
Facó, Marcos Henrique |
| author2_role |
author |
| dc.contributor.author.fl_str_mv |
Ayrosa, Eduardo André Teixeira Facó, Marcos Henrique |
| dc.subject.por.fl_str_mv |
Educational services advertising Cue paradigm. Physical representation and association strategies. Attitudes. Propaganda de los servicios educacionales. Señales intrínsecas y extrínsecas. Estrategias de la representación física y asociación. Actitudes. Propaganda de serviços educacionais. Pistas intrínsecas e extrínsecas. Estratégias da representação física e associação. Atitudes. |
| topic |
Educational services advertising Cue paradigm. Physical representation and association strategies. Attitudes. Propaganda de los servicios educacionales. Señales intrínsecas y extrínsecas. Estrategias de la representación física y asociación. Actitudes. Propaganda de serviços educacionais. Pistas intrínsecas e extrínsecas. Estratégias da representação física e associação. Atitudes. |
| description |
Just like other services organizations, some higher education institutions have invested in printed advertising to attract applicants. The services management literature suggests that using stimuli such as pictures of the facilities and alumni testimonials may help to turn tangible the offer of services so strongly intangible as higher education. In the present work, the impact of two different types of cue on prospects' attitudes is investigated. The cue paradigm (Olson & Jacoby 1972) has been used to select the two types of cue: intrinsic (facilities pictures), and extrinsic (testimonials). An experiment has been conducted not only to assess the effect of the impact of four levels of presence of cues (absent, only intrinsic, only extrinsic, both) on prospects' attitudes, but also the effect of prospects' involvement level with higher education organizations on each of the four conditions. Results show that although there were no differences detected between the effects of four types of argument about public attitudes, respondents with low involvement in the dimension values/self image has showed more favorable attitudes regarding the (intentions of enrollment) when exposed to testimonials (extrinsic cue). Key words: Educational services advertising, Cue paradigm. Physical representation and association strategies. Attitudes. |
| publishDate |
2010 |
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2010-07-01 |
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info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Avaliado por pares |
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article |
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publishedVersion |
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https://rbgn.fecap.br/RBGN/article/view/368 10.7819/rbgn.v12i35.368 |
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https://rbgn.fecap.br/RBGN/article/view/368 |
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10.7819/rbgn.v12i35.368 |
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por eng spa |
| language |
por eng spa |
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https://rbgn.fecap.br/RBGN/article/view/368/630 https://rbgn.fecap.br/RBGN/article/view/368/631 https://rbgn.fecap.br/RBGN/article/view/368/632 |
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Copyright (c) 2014 Review of Business Management info:eu-repo/semantics/openAccess |
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Copyright (c) 2014 Review of Business Management |
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openAccess |
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application/pdf application/pdf application/pdf |
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FECAP |
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FECAP |
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Review of Business Management; Vol. 12 No. 35 (2010); 224-243 RBGN Revista Brasileira de Gestão de Negócios; Vol. 12 Núm. 35 (2010); 224-243 RBGN - Revista Brasileira de Gestão de Negócios; v. 12 n. 35 (2010); 224-243 1983-0807 1806-4892 reponame:Revista Brasileira de Gestão de Negócios (Online) instname:Fundação Escola de Comércio Álvares Penteado (FECAP) instacron:FECAP |
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Revista Brasileira de Gestão de Negócios (Online) - Fundação Escola de Comércio Álvares Penteado (FECAP) |
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