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Access Type
WSU Access
Date of Award
January 2024
Degree Type
Dissertation
Degree Name
Ph.D.
Department
Management and Information Systems
First Advisor
Andrea H. Tangari
Abstract
Manufacturers often display various types of product-related information that signal specific benefits. For example, claims such as “Hypoallergenic” signals an egoistic benefit (i.e., the product is good for the consumer), and “No Animal Testing” signals an altruistic benefit (i.e., the product is good for wildlife) of purchasing the product. However, no study has examined whether displaying single or mixed-benefits (i.e., altruistic and egoistic) has a stronger effect on behavioral outcomes toward the product. Therefore, the current study proposes the Mixed-Benefit Signaling Model, which suggests that mixed (vs. single)-benefit signals heighten product curiosity, enhancing purchase intentions. The paper also shows that the model is more effective when the altruistic (vs. egoistic) claim is certified. Findings from current research resolve extant uncertainty related to the effectiveness of mixed signals on behavioral outcomes by accounting for the important role of curiosity, which was previously overlooked. Through a multi-method approach (one field study and five lab studies), this paper suggests simple alterations (such as, highlighting mixed vs. single-benefits, and certifying the altruistic claim) that practitioners can make to their marketing communications to enhance digital ad engagement and purchase intentions. Therefore, this research has strong theoretical and practitioner implications.
Recommended Citation
Mannem, Archana, "The Mixed-Benefits Signaling Model" (2024). Wayne State University Dissertations. 4055.
https://digitalcommons.wayne.edu/oa_dissertations/4055