Using Self-Concept to Assess Advertising Effectiveness

Abhilasha Mehta
Gallup & Robinson. Inc

INTRODUCTION

Current Advertising Affectiveness studies and copy research systems typically include an in-depth analysis of the advertising performance results within relevant subgroups. The subgroup variables, however, tend to be limited to demographic and usership ones such as those related to age, sex, income, household size, category and brand usage, usage frequency, and ownership. While these analyses are important and helpful in better understanding the performance of the test advertising, other ways of classifying respondents can be as revealing, or more so, as general demographic and usership breaks. How people think and feel about themselves can influence significantly how they react to a commercial's content and execution, as well as to the advertised product. Preferences may develop for certain brands because consumers perceive the particular brand as reflecting their own self-image or projecting an image that they aspire to possess. These influences can be particularly important when value expressive attributes or image of the product rather than functional attributes and informational claims are used in the advertising.