Search engine advertising for organic food: The effectiveness of information concreteness on advertising performance

Abstract The purpose of this article is to explore the effects of information concreteness (i.e., abstract and concrete information) on the performance of search engine advertising for organic food. We test our conceptual framework in one field experiment conducted by an organic food company. Both the model‐free evidence and empirical model results show that the effects of abstract and concrete information in advertising for organic food depend on the specificity of search keywords. Specifically, when consumers are searching for generic keywords without organic claims , using abstract information to describe the benefits of organic food in advertising could help to improve the advertisement performance. However, when consumers are searching for specific keywords with organic claims , concrete information in advertising would perform better than abstract information.