ABSTRACT

In spite of product quality improvements, young adults are turning away from Quick Service Restaurant chains in pursuit of a healthier diet and lifestyle. Restaurants struggle to communicate improvements to this skeptical audience that is also shifting away from traditional media.

An innovative video demonstration is introduced as a form of online advertising that may break through to young adults and influence their perceptions and attitudes. This study tests whether this approach can influence young adult perceptions and attitudes toward product quality for McDonald’s restaurants in the USA. Results show that not only can this type of video influence perceptions of product quality, but their influence can also extend to attitudes toward the restaurant experience and behavioral intentions overall. Results respond directly to several questions in the communications literature regarding online video advertising and its effectiveness. Results also provide guidance to marketing practitioners on what may be effective message and creative strategies.

摘要

尽管产品质量有所提高，但年轻人正在远离快餐连锁店，以追求更健康的饮食和生活方式。餐厅努力向这些也正在远离传统媒体的持怀疑态度的观众传达改进意见。

引入了一种创新的视频演示，作为一种在线广告形式，可能会打入年轻人并影响他们的看法和态度。这项研究测试了这种方法是否会影响美国麦当劳餐厅的年轻人对产品质量的看法和态度。结果表明，这种类型的视频不仅可以影响对产品质量的感知，而且它们的影响还可以扩展到对餐厅体验和整体行为意图的态度。结果直接回答了通信文献中关于在线视频广告及其有效性的几个问题。结果还为营销从业者提供了关于什么可能是有效的信息和创造性策略的指导。