Advertising 2007 Abstracts
Advertising Division
Research
Motivation Crowding: The Hidden Costs of Introducing an Incentive in Advertising to Promote Intrinsic Behavior • George Anghelcev, University of Minnesota and John Eighmey, University of Minnesota • Common sense suggests that the offer of an incentive, such as a rebate or another promotional offer, should increase people’s willingness to perform a certain behavior. Indeed, incentives are often placed in advertising to increase the speed and extent of consumer response. But, do incentives always work in an additive manner to increase the motivation to respond to advertising? Or, are there circumstances in which incentives reduce the motivation to respond?
“Look Mom! Can I get that toy?”: Parental Concern Regarding the Impact of Television Advertising on Pre-School Children • Shannon Bichard, Maria Fontenot, Kent Wilkinson and Alex Ortiz, Texas Tech University • Many have debated the impact of television on young children as well as issues of responsibility. Specifically, advertising aimed at young children has been addressed as a cause for concern. The current study attempts to reveal perceptions of advertising influence from a unique perspective – parents of pre-school aged children belonging to two cultural groups: Anglos and Hispanics.
‘Ad Nauseum’ Hits Nebraska: Analysis of 2006 Television Ads for U.S. House and Senate Candidates • Ruth Brown and Kyle Petersen, University of Nebraska at Kearney • This research analyzed all of the television advertisements uploaded to the websites of candidates for three U.S. House and one U.S. Senate seat in Nebraska in 2006. Verbal and nonverbal content plus cinematography techniques were studied to determine if they followed national trends or blazed new trails that could be followed by future campaigns in conservative states. Results showed that the candidates’ ads followed some trends but also carved some niches all their own.
Cultivation effects of television advertising: An urban rural comparison • Xiao Cai, Wei Fang and Kara Chan, Hong Kong Baptist University • A survey was conducted to examine the cultivation effects of television advertising on the belief about the prevalence of affluence in society and the materialistic value orientation among adolescents in urban and rural China. Altogether 792 adolescents aged 11 to 17 in a rural county in Henan province and in Guangzhou city were surveyed in October to December 2006.
Is That Website for Me? An Affect/Pleasure-as-Information Model of Self-Website Image Congruency Effects • Chingching Chang, National Chengchi University • This study explores the idea that the visual design of a website can convey a brand and/or corporate image. It is proposed that, because of the ability of self-concepts to regulate affect, congruency between a website’s projected image and a consumer self-concept will produce positive emotional responses and hedonic pleasure.
Consumer Attitudes towards Product Placement: Implications for Public Policy • Federico de Gregorio, University of Alabama, Yongjun Sung, University of Texas-Austin and Jong-Hyuok Jung, University of Texas at Austin • As a form of covert marketing communication tool, the practice of placing branded products within films for commercial purposes has gained popularity among marketers and brand managers. At the same time, the popularity of this practice increases concerns and discussions of public well-being from various groups such as public policy makers, consumer interest groups, regulatory agencies, and consumers.
Influence of Appeal Type in Direct Mail: How Inducing Feelings of Gratitude and Obligation Affects Consumer Response • Sara Dodd, Natalia Kolyesnikova and Coy Callison, Texas Tech University • Gratitude and obligation are identified as two affective responses that have received minimal treatment by social scientists and virtually no consideration in advertising research. Participants (N = 120) were exposed to advertising copy text in mock postcards sent from a hypothetical winery to its visitors. Results indicated exposure to gratitude messages translated positively to consumers’ purchase intents and attitudes toward the company. Exposure to obligation messages, on the other hand, had less positive influences.
Excellent Account Planning: What Award Winning Planning Cases Tell Us about Planning’s Utility in Advertising • Eric Haley, Margaret Morrison and Ronald Taylor, University of Tennessee • This study investigated three years of the Jay Chiat Planning Awards given for excellence in account planning. Among measures, case studies were analyzed with an interpretive approach to identify the 1) problem; 2) types of research used to solve the problem 3) solution orientation and target market; 4) insight; 5) goal of advertising; 6) creative strategy; 7) media used; 8) media, public relations and sales promotion implications; and, 8) results.
Appeals and Physician Portrayals in Cosmetic Surgery Magazine Advertisements from 1985 to 2004 • Heidi Hennink-Kaminski, University of North Carolina-Chapel Hill • Although increased marketing activity has contributed to the rise in cosmetic surgery, little is known about the content of advertising messages. This study examines physical properties, appeals, and portrayals of physicians in cosmetic surgery advertisements in city magazines for four markets from 1985-2004 and finds that promotional activity has increased significantly over time, that most ads continue to use rational vs. emotional appeals, and that physicians credentials play a central role in such ads.
Physician Perceptions of Third-, Second-, and First-Person Effects of DTC Prescription Drug Advertising on the Physician-Patient Interaction • Jisu Huh, University of Minnesota • This study, using the DTC advertising phenomenon as a context, examined three types of person-effects of DTCA among physicians, and explored how and what types of personal background and experience factors might determine first-person, second-person, or third-person effect perceptions. Behavioral implications of different person-effect perceptions were also investigated.
Understanding the Effectiveness of Product Placement: The Role of Placement Congruency and Information Processing • Kavita Jayaraman, Jing Zhang • This project examined the influence of placement congruency and information processing on the effectiveness of product placement in a TV sitcom. In an experiment, we found that compared to an incongruently placed product, a congruently placed product elicited lower level of product recall, but more favorable product attitudes among respondents. Moreover, this attitudinal effect was more pronounced when the respondents engaged in incidental (vs. deliberate) information processing when they watched the TV program.
Effects of multitasking and arousal on television advertising recall • Se-Hoon Jeong, University of Pennsylvania, Weiyu Zhang and Martin Fishbein • Audiences frequently engage in multitasking that is using media while doing something else (e.g., work). The present experiment examined young audiences’ recall of advertising content as a function of a) multitasking (watching television while doing homework) and b) arousal due to sexual content in television programming. Results suggest that multitasking tends to reduce audiences’ recall of advertisements, and there is an interaction between multitasking and degree of sexual content.
Attitudes toward Advertising in General: A Re-Inquiry • Hyun Seung Jin, Kansas State University • This paper investigates attitudes toward advertising in general. We argue in this paper that laypeople perceive some types (examples) of advertising as more typical (more likely advertising) and others as less typical (less likely advertising). A Promotional Activity Profile was developed and used to measure the typicality in advertising. Perceived typicality in a person’s mind, in turn, can affect attitudes toward advertising in general.
The Role of Affect and Cognition in Consumer Evaluation of Corporate Visual Identity • Jong Woo Jun and Chang-Hoan Cho, University of Florida and Hyuck Joon Kwon, Hankuk University of Foreign Studies • This study investigates the role of affect and cognition in shaping attitudes toward the Corporate Identity Logo. The findings suggest that both affective and cognitive components of CVI exert significant influences on consumer attitudes toward the CI logo, which in turn, leads to company attitudes and subsequently to purchase intention. Cultural differences were also detected in consumer CI evaluation: affect was more important for the American while cognition was more significant for the Korean subjects.
An Exploratory Content Analysis of Online Gambling Advertising on TV: The Trojan Horse Strategy • Jong-Hyuok Jung, Yoojung Kim, Wei-Na Lee, The University of Texas at Austin and David J. Lyon • This study explored the amount and characteristics of online gambling advertising on television to obtain a better understanding of the current state of online gambling advertising in the U.S. To achieve this goal, a content analysis of televised poker program advertising of five networks (i.e., ESPN, ESPN2, GSN, FSN, and Travel Channel) was carried out.
Viewing Television Programs and Commericals in a Public Setting • Hana Kim, Wesley Burnett, Lenette Golding and Dean Krugman, University of Georgia • This study examines television viewing behavior in public settings. Eyes on screen measures and field notes were used to examine attentiveness to both commercials and programming during the 2006 NCAA basketball tournament. Results reveal that on average respondents had their eyes on screen 29% of the time during commercials and 51% of their time during the programming. Findings for commercial viewing are close to previous studies using similar techniques for in-home viewing.
A Frontier Analysis for Advertising Budget Decisions • Kihan Kim and Yunjae Cheong, University of Texas at Austin • In an attempt to help marketers set and allocate advertising and promotion budget, we developed efficient frontier among the 38 global firms using DEA methodology. Seven input variables, including six breakdowns of advertising media spending and the total promotion dollars, and two output variables, corporate revenue and reputation, were analyzed.
Value Congruency Effects of Advertising on Attitude and Behavioral Intentions • Sora Kim and Eric Haley, University of Tennessee-Knoxville • This study intends to explore how people’s different personal and business values could influence their attitudes and behavioral intentions toward product and corporate advertising. Our study found a significant value congruency effect for both product and corporate ads. High value congruency groups showed more favorable attitudes and behavioral intentions toward the ads and brands advertised than low value congruency groups for both personal and business values.
Agenda Setting Effects of Public Service Advertising: An Experiment • Joongrok Kwon and Jack Powers, Ithaca College • This study is aimed at testing the agenda-setting effects of public service advertisements on children. It employs an experimental approach, using a number of alternative stimuli. This study concentrates particularly on the dimensions of a recipient’s attention level, recall, level of interest and importance of the exposed PSA theme, plus behavioral intention.
Global brands without ads? Insights into Starbucks’ customer satisfaction • En-Ying Lin and Marilyn Roberts, University of Florida • Starbucks dominates global coffee consumption by capturing customers’ attention and commingling with their lifestyles without large sums of mass mediated advertising. The study uses survey methodology to examine the opinions from 400 of Starbucks’ customers living in Taipei. The findings suggest that conducting business and making them feel distinctive are keys to high satisfaction. These findings contrast with two important prediction variables for general customer satisfaction levels.
I see what you don’t see. The Role of Individual Differences in Field Dependence-Independence as a Predictor of Product Placement Recall • Joerg Matthes, Christian Schemer, Werner Wirth and Anna-Katerina Kissling, University of Zurich • Individual differences in the cognitive trait of field dependence-independence are an integral factor for the perception of product placements. The reason is that field independent individuals are better able to separate a stimulus from its embedding context; thus, they can more easily recognize a placement in a complex audiovisual field. The results of an experiment demonstrate that field independent individuals score higher on recall measures than field dependent individuals.
Putting to Death the Talk of the Death of the 30-Second Commercial • Michael Maynard, Temple University and Alison Carey, American Board of Internal Medicine • More than a few industry analysts have predicted the death of the 30-second commercial due to the arrival of DVR and its time-shifting technology. All the talk has encouraged most advertising executives to seek replacements for the advertising unit they hear has lost its force. This paper seeks to put to death this claim and argues, instead, that the DVR actually adds life, not death, to the 30-second television commercial.
Pets in Print Advertising–Are We Really Seeing More of Rover and Fluffy? • Charles Mayo, Kennesaw State University, Donna Mayo and Marilyn Helms, Dalton State College • This content analysis of advertising in four popular magazines investigates whether the role of pets—specifically dogs and cats—has changed as they have grown in popularity and power in American culture. Analysis of print ads in 1994 and 2004 suggests that although the frequency with which household pets appear in print ads has declined slightly, portrayals of “Rover” and “Fluffy” have changed to reflect society’s growing fascination with and devotion to our furry family members.
The Third-person Effect and Its Influence on Perceptual and Behavioral Outcomes: In a Cosmeceutical Product Advertising Context • Juan Meng, Williams Gonzenbach and Federico de Gregorio, University of Alabama • By using a 2 X 2 factorial design, this experiment investigated cosmeceutical product advertising and product-related news coverage within the third-person effect framework. As predicted, respondents perceived cosmeceutical product advertising and news to exert greater influence on others than on themselves. More significantly, the findings showed that both perceptual differences and behavioral intentions varied according to respondents’ levels of self body-esteem.
Mechanisms of Consumer Responses toward Unsolicited Commercial E-mail • Mariko Morimoto, University of Georgia and Susan Chang, University of Miami • Using the survey method, this study investigates how consumers regard unsolicited commercial e-mail (spam) and advertisers using this communication method. Specifically, the study closely examines the potential effect of psychological reactance on consumer perceptions towards spam and the process of attitude formation.
To Buy or Not To Buy: Socially Responsible Consumer Behavior and Implications for Advertisers • Hye-Jin Paek, University of Georgia and Michelle Nelson, University of Illinois at Urbana-Champaign • We identify characteristics of the two types of socially responsible consumers (boycotters and boycotters) and examine how they think about big business, brand values, advertising, and advertising ethics. Our analysis of 2004-2005 national consumer panel data reveals that SRCs share personal traits and support restricting unethical advertising. But consumers who engage in these SRCBs show dissimilar levels of belief in brand values and cynicism about big business and advertising.
“Real” Beauty and the Dove Campaign: The Role of the Thin-Ideal Media in Cultivating Notions of Ideal Beauty and Thinness in Women • Amy Rask and Kimberly Bissell, University of Alabama • Using an experiment with college women at a university in the south, we used an image of a model from Dove’s Campaign for Real Beauty with other lingerie and swimsuit models of varying shapes and sizes to test how or if the campaign’s objective of teaching women that beauty comes in all shapes and sizes was at all successful in changing college women’s beliefs about beauty and attractiveness in themselves and in other women.
The Effects of Moods on Evaluations of Brand Extension Ads • Sela Sar, Iowa State University and Brittany R.L. Duff, University of Minnesota • Two experiments were conducted to examine the effects of mood on consumers’ evaluations of brand extensions. Consumers in a positive and a negative mood were asked to evaluate brand extensions by judging how well they fit with the parent brand. The results revealed that consumers in a positive mood perceived higher brand extension fit and evaluated brand extensions more favorably than did consumers in a negative mood. Theoretical and practical implications are discussed.
Understanding the Joint Effects of Information Valence and Network Structure on Electronic Word-of-Mouth Intention • Dongyoung Sohn, University of South Florida • Consumer electronic word-of-mouth (eWOM) is a dual-edged sword for companies: Positive eWOM about products and companies may be the most powerful form of advertising, while negative eWOM may be a nightmare.
Revenues, Pressures, Managers: Advertiser Influence on Local TV News • Jim Upshaw, University of Oregon, Gennadiy Chernov, University of Regina (Saskatchewan, Canada) and David Koranda, University of Oregon • This paper reports on a study of commercial influence on news content in a nationwide sample of network-affiliated television stations in 2004. Results showed more “stealth advertising” at the end of a quarter (March) than at the start of the next quarter (April). Sales figures suggest that favorable treatment of advertisers at the end of a quarter may lead soon to revenue growth. Manager interviews indicate pressures to place financial sustainability above journalistic independence.
Cross-channel integration of advertising: Does personal involvement matter? • Alex Wang, University of Connecticut-Stamford • This study examined the effect of cross-channel integration of an advertiser’s television spot that invited viewers to play an online game and website that featured the game on viewers’ perceived media engagement, brand attitudes, and behavioral intentions. A moderating factor, personal involvement, was also tested. The results revealed that interaction effects were evident between cross-channel integration and personal involvement on media engagement and brand attitudes. Implications and directions for future research were discussed.
An Exploratory Study of Infomercial Clearance on High Reach Cable Channels: Could Deceptive Infomercial Advertisers Be Targeting Elderly, Less Educated or Lower Income Viewers? • Jan Wicks, University of Arkansas, Robert Brady, Stacey Effrig and Katherine Widder • The billion dollar infomercial industry reaches millions of U.S. consumers annually. While most infomercials are legitimate, this study examines the deceptive infomercials that aired on seven high reach cable channels throughout 2001. The results suggest cable channels earning lower profits air more deceptive infomercials and lower income, less educated and elderly viewers may be exposed frequently to them. Suggestions are made to improve consumer protection by requiring advertisers and media outlets to be more proactive.
Marie Claire in Five Flavors: A Look at Transnational Advertising • Margaret Young and Sara Netzley, Bradley University • To explore whether globalization leads to homogenized advertising messages across cultures, this study examined advertisements in Marie Claire issues from five countries. It found that the majority of advertisements were for internationally marketed products, and that contrary to past research findings, advertisements in Western issues were no more sexual than advertisements in Asian issues, and Western models were not depicted as sexier than Asian models.
Teaching
Advertising Education in the New Millennium: A Survey of Faculty • Stephen Banning and John Schweitzer, Bradley University • Advertising education has faced major changes in recent years with media and methods undergoing tectonic shifts. While the changes are well documented, the state of advertising education has not been seriously surveyed for over a decade. This study surveyed advertising educators’ opinions on a variety of topics related to advertising education. Results indicate educators are aware of technological and other changes.
Assessing Student Learning Outcomes in the Advertising Campaigns Course: What Do Students Learn and How Can We Measure It? • Frauke Hachtmann, Nancy Mitchell and Linda Shipley, University of Nebraska-Lincoln • This paper investigates how educators can develop a sustainable plan to measure student learning in the campaigns course as an appropriate starting point for program assessment. The authors developed an assessment model for teaching and learning and used it in a mixed methods study to explore the differences between grading and learning, which led to course improvement. Students listed skills related to professional, interpersonal, and personal development as primary learning outcomes of the campaigns course.
Advertising Educators’ Advice About Guest Speakers: Making the Most of Visits by Ad Professionals • Eric Haley and Robyn Blakeman, University of Tennessee-Knoxville • The purpose of this study is to evaluate the guest speaker experience. Bringing professional speakers into the classroom or to an extra-curricular activity should be an educational and personalized experience for students, faculty and speaker alike. Preparation and interaction between faculty and speaker beforehand can make the experience a positive one. However, speakers who have their own agenda can initiate negative feelings in students about a program, the profession, and the speaker’s agency.
PF&R
Pizza, Beer and Multiculturalism? A Content Analysis of Super Bowl Ads 1996-2005 • Ruth Brown, University of Nebraska at Kearney and Kathryn Bodenhamer • Research found that African-Americans accounted for the largest percentage of minorities shown in Super Bowl ads; Hispanic-Americans were least represented according to the proportionality criterion. People of Color frequently appeared in ads for products of value but were shown in disproportionately high numbers in soft drink commercials. Starring roles for Caucasians decreased while starring roles for People of Color increased.
Whiter than White: A cross cultural comparison of skin tones in advertisements from Singapore, India and the USA • Katherine Frith, Nanyang Technological University, Kavita Karan and James Chen • Flawless, fair skin has long been valued for its beauty in Asia and in the West. Thus, marketers produce a variety of products for women that claim to increase skin fairness. In this study we look at the historical evidence that links fairness with beauty.
Job Satisfaction Among Minority Advertising Professionals • Jami Fullerton, Oklahoma State University, Alice Kendrick and Connie Frazier • Government investigations and the resulting advertising agency initiatives involving the hiring and retention of racial or ethnic minority employees have received substantial coverage in the trade press in the past two years. The current study provides data regarding job satisfaction — one important aspect of employee retention – among minority advertising employees.
Special Topics
Sound Advertising: A Review of the Experimental Evidence on the Effects of Music • David Allan, Saint Joseph’s University • This paper reviews the empirical studies on the effects of music on advertising. The most relevant literature is analyzed through the formation of two comprehensive tables of theories and experiments. Music variables such as appeal, fit, melody, mood, tempo, texture, tonality, and valence are shown to influence consumer attitude toward the ad and the brand, recall, pleasure and arousal, and purchase intention. The review concludes with the identification of future research issues into sound advertising.
The Ad Bowl Score Keepers: USA Today vs. Advertising Age • Bonnie Drewniany, University of South Carolina • The management at CareerBuilder is reported to have been so disappointed by a poor showing in the 2007 USA Today Super Bowl Ad Meter that they called for an agency review. The advertising agency subsequently quit. Curiously, the very same campaign that fumbled in the USA Today Ad Meter scored a touchdown in the Advertising Age Ad Review.
Considering a General Theory of Creativity in Advertising: The Value of a Socio-Cultural Model • Lee Earle, Roosevelt University • While the previous literature has looked at specific elements of creativity in isolation, in reality it is a multi-dimensional phenomenon. By reviewing articles from advertising and other disciplines, this paper will examine creativity not from the perspective of individual process or potential but, rather, as an end product. From this viewpoint, a general theory of creativity will be established utilizing a socio-cultural model, one that requires interaction between three subsystems: creator, domain, and field.
A Visual History of Women’s Images in Advertising in Singapore from 1960-2000 • Katherine Frith, Nanyang Technological University • Her World has been the top-selling women’s magazine in Singapore since 1960. To remain relevant for such a long period of time, the magazine must reflect images that are resonant to readers. Thus, a historical analysis of the advertising images in Her World over forty years can tell us a great deal about how Asian women of various races have seen themselves reflected in the pages of this popular Asian women’s magazine.
Positively Negative: Arguments in Favor of Political Attack Ads • Michael Maynard, Temple University • This position paper argues in favor of negative political advertising. The case for negative political advertising, including the Attack Ad, is supported because negative political advertising draws more attention and contrasts differences between candidates more effectively than positive ads. It is also argued that negative political advertising engages the mind, levels the playing field, stimulates voter turnout, and advances democracy.
The Power of Political Advertising Advocacy: A Case-Study of 2006 Missouri Election Stem-Cell Celebrity Endorsements • Lori McKinnon, Oklahoma State University, Trish McBeath and Nicole Nascenzi • The authors use a case-study analysis to examine celebrity endorsements in advertising supporting and opposing the 2006 Missouri amendment on stem-cell research. The spots in this case received considerable coverage in the national news media selected for analysis. Not only do the authors conclude that the use of celebrities in this case was effective, but also that these spots helped focus the national news agenda on the Missouri race and on the stem-cell research issue.
Cathy’s Book: If Found Call (650) 266-8233: This Is Not a Game • Sharon Terrell, University of Southern Mississippi • Books have traditionally been on the bare fray of utilization for the practice of product and brand placement. Cathy’s Book: If Found Call (650) 266-8233, (2006) created a vigorous debate about using product placement in children’s books, and the issue of rewriting a novel for the purpose of including such placements. The authors of the book inked a deal with CoverGirl (Proctor & Gamble), to alter the storyline to reflect their products.
Student Papers
Effects of Proximity: Sponsor and Consumer Location Influences on Recall of Collegiate Athletic Program Advertisers • Glenda Alvorado, Texas Tech University • The majority of collegiate sporting programs garner a large portion of their budgets from some form of sponsorship. Donors to a collegiate athletic program were surveyed as to what effect variables such as game attendance and proximity to a university have on sponsor recall and the value respondents place on such advertiser support. Findings suggest that both the location of the sponsor and location of the consumer play a part in sponsorship recall.
Understanding Health Promotion Strategies and Appeals • Tae Hyun Baek and Hyunjae Yu, University of Georgia • Drawing from behavior change theories, this study explores how health promotion strategies and appeals are used differently in the United States and South Korean weight-loss Web sites. The results suggest that weight-loss Web sites in both the U.S. and South Korea hold that the essential characteristics of health promotion strategies are to promote effective and efficient use of informational resources and to provide benefits of collaboration.
Comparing the cognitive impact of conventional television advertising and product placement: A fist look • David Carr, University of Wisconsin-Madison • Product placements continue to be adopted as economically viable alternatives to conventional television advertising, yet the majority of the research regarding product placement has focused on motion pictures. To begin expansion of the scope of knowledge regarding product placement, this experiment examined the comparative cognitive impact of product placements and conventional television advertisements. Analysis of the data revealed that audiovisual product placements may generate higher levels of cognitive impact than conventional television advertisements.
The influence of visual images in print advertisements • Dohnia Dorman, University of New Mexico • A post-test only experimental study was conducted to investigate the difference in consumer attitude toward the advertisement, attitude toward the brand (beliefs), and purchase intention between a magazine print advertisement with the advertised product versus one with visual imagery—visual content such as couple interacting with each other. Positive and negative emotional responses to the two advertisements were also analyzed. T-test analyses showed that the two advertisements elicit separate consumer attitudes, purchase intention, and emotions.
Where Would Ads Work During Multi-Segment Broadcasts? A Four-Year Research Of Advertising Position Effects In Super Bowl Broadcasts • Yongick Jeong and Hai Tran, University of North Carolina • This study examined the impacts of ad positions on advertising effectiveness in Super Bowl broadcast, a multi-segment television program. The results support general primacy effects. The brands advertised during the first half are better recognized than those appeared in the second half. The findings also indicate that the brands shown in earlier quarters are better remembered than those in later quarters. However, advertising liking was not related to the positions of commercials.
World Cup as Creative Motif of Internet Advertising Across Cultures • Jong Woo Jun and Hyung-Seok Lee, University of Florida • Focusing on ambush marketing, this cross-national study explores the depiction of cultural values on banner ads run during the 2006 FIFA World Cup Germany period. Based on Trompenaars and Hampden-Turner’s cultural dimension including those of Hofstede, and Hall, a cross-national content analysis was performed to compare cultural values embedded in banner ads from Korea, Japan, the United Kingdom, and the United States.
The impact of regulatory fit on message framing effect • Hui-Feng Lin, Pennsylvania State University • This study posits that fit between message framing of product attributes and one’s regulatory focus is expected to lead to greater persuasion effects. A 2 (Regulatory focus: promotion vs. prevention) x 2 (Products attributes: hedonic vs. utilitarian) x 2 (Message framing: gain vs. loss) between-subjects design was used (N=215). As hypothesized, findings showed that when product attributes framed as gain or loss frames fit one’s regulatory focus, stronger attitudes toward brands and advertisements were found.
Think pink: The effect of cause-related marketing on feeling toward the ad • Sarah Nightingale, Rebecca Chrisner and Ajija Farmer, Kansas State University • Companies are under increasing pressure to behave in a socially responsible manner and many companies have partnered with non-profit organizations in cause-related marketing (CRM) strategies. This paper reports the impact of vague and specific donations to a breast cancer fund on student’s perceived feelings towards a breakfast cereal advertisement. The results demonstrate that the inclusion of a charitable donation elevated participants’ warm and upbeat feelings toward the ad.
DTC Antidepressant Advertising and Future Intentions to Consult Doctors to Discuss Depression • Jin Seong Park and Wan Seop Jung, University of Florida • The authors proposed and tested a conceptual model that specifies the pathways through which a number of factors potentially determine intentions to consult doctors to discuss depression. Based on survey with 206 undergraduates, this study found exposure to direct-to-consumer (DTC) antidepressant advertising positively related to the perceived prevalence of depression.
Measuring issue and image in political advertising: An informational/transformational approach • Feng Shen, University of Florida • An experiment examines Puto and Wells informational/transformational advertising scale in the context of issue and image political advertising. The purpose is to empirically prove the conceptual similarity between information/transformation and issue/image and assess the validity of using the scale to measure the perception of issue and image content in political advertisements.
The reality behind television advertising: Influence of product placements on viewer recall, recognition and purchase intention • Xiuli Wang, Lisa Wortman, Jiyeong Jeong, Hsin-Yi Ting and Gang Han, Syracuse University • This study uses a within-group experimental design to test how the size, position and length of a product placement influence viewer recognition, recall and intentions to purchase the featured brands. Length turns out to be highly significant for viewers’ recognition and recall of the featured brands and also their purchase intention, with longer product placements resulting in better memory of the brands and higher purchase intention.
A cross-cultural study on women’s role portrayals in Chinese and American Web Advertising • Jie Zhan and Shu Chuan Chu, University of Texas-Austin • This study examines the differences and similarities of women’s role portrayals in Web advertising between China and the US. In addition to Hofstede’s cultural dimension of individualism/collectivism, this study input Triandis’ horizontal versus vertical individualism/collectivism typology to further analyze the role portrayals of women. The author’s content-analyzed women’s role portrayals in 378 Web ads selected from top Chinese and American portal Websites.
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