Advertising 2008 Abstracts
Advertising Division
Research Papers
Tiptoe or tackle? How product placement prominence and exposure frequency moderate the mere exposure effect • Jorg Matthes, University of Zurich, Werner Wirth, University of Zurich and Christian Schemer, University of Zurich • According to the mere exposure effect (Zajonc 1968), the mere unreinforced presentation of product placements can increase brand liking. In an experiment, we manipulated placement prominence and placement frequency for an externally and internally valid stimulus. As results indicate, a mere exposure effect can only be observed for frequently presented subtle placements, but not for prominent placements. The reason is that prominent placements lead to high placement recall which impedes positive attitudinal effects.
Reducing Stigma through Direct-to-Consumer Pharmaceutical Advertising: A Content Analysis of Television Commercials • Jennifer Ball, University of Texas, Angie Lang, University of Texas and Wei-Na Lee, University of Texas • Due to its prevalence, direct-to-consumer (DTC) pharmaceutical advertising may contribute to improving the acceptance of stigmatized health conditions. This study explores the potential of these ads to reduce the stigma of disparaged health conditions. A content analysis was conducted on DTC television commercials assessing the inclusion of elements reflective of stigma reduction methods. The study yielded mixed results for anti-stigma factors in terms of offering enough educational information and stereotype disconfirmation and encouraging perspective-taking.
Cell phone usage and advertising acceptance among college students: A four-year analysis • Michael Hanley, Ball State University and Michael Becker, Golden Gate University • This study employs five online surveys conducted over a four-year period to investigate college student cell phone usage, and exposure to and acceptance of mobile advertising. Surveys were conducted between November 2005 and February 2008. Results showed that incentives are a key motivating factor for cell phone advertising acceptance; students are receiving more cell phone ads, but annoyance has not shown a corresponding increase; consumption of mobile content has shown little growth.
Consumer Responses to Cause-Related Marketing Campaigns: A Cross-Cultural Perspective on the Role • Xiaoli Nan, University of Wisconsin-Madison and Yan Wang, Beijing University of Technology • This research examines the effects of brand/cause fit in cause-related marketing (CRM) on consumer responses in a cross-cultural context. An experiment found that brand/cause fit was positively associated with perception of altruistic sponsor motives, but unrelated to perception of self-serving sponsor motives. These results were found for both American and Chinese consumers.
Is there a need for speed? Fast banner ads are arousing and increase product trial • Brittany R.L. Duff, University of Minnesota, Sela Sar, Iowa State University and Joel Geske, Iowa State University • Findings in research on banner ad animation have generally indicated that animation leads to arousal but have often had conflicting findings for dependent variables related to the banner ad itself. We conducted two experiments and showed that not only is self-reported and physiological arousal higher for faster animation ads, but also that those who saw the faster ad are more likely to try and pay more for a product in a subsequently seen print ad.
Changing impacts of direct-to-consumer prescription drug advertising information sources and specific drug requests • Annisa Lee, City University of Hong Kong • This study tracks trends and changes in four information sources for direct-to-consumer drug advertising since the inception of an approach proposed in the Guidance for Industry about Consumer-directed Broadcast Advertisements. These guidelines aimed at fulfilling the adequate provision requirement (21 CFR 202.1(e)(1) of the Federal Food, Drug, and Cosmetic Act issued by the Food and Drug Administration) regarding patients’ asking doctors about specific drugs.
Investigating the structure of consumer imagery processing: A hierarchical personality approach • Joseph Mahan, University of Maryland and Stephen McDaniel, University of Maryland • Consumer use of imagery to process advertising messages has received much attention in the literature (e.g., Thompson and Hamilton 2006) yet little is known about its underlying structure. The current study adopts a hierarchical personality approach (cf. Mowen and Spears 1999) in examining the influence of certain traits on an individual’s processing style. Results suggest that variance in processing style is accounted for by interplay among personality traits (e.g., Openness to Experience and fantasy-proneness).
Motivations for Providing eWOM: A Cross-Cultural Comparison of U.S. and Korean College Students • Sung Mi Han, Michigan State University and Mira Lee, Michigan State University • This study investigated consumers’ underlying motivations to engage in electronic word-of-mouth (eWOM) communication through online opinion platforms and their relationships with eWOM behavior. The study also examined cross-cultural differences in motivations for providing eWOM between American consumers and Korean consumers. The analyses identified five factors that motivate consumers to provide eWOM: social interaction benefits/self-enhancement, helping the company, vengeance upon the company, concern for others, and economic incentive.
Applying the selectivity model to cause-related marketing campaigns: Does gender influence consumers’ responses? • Alexandra Vilela, Towson University and Michelle Nelson, University of Illinois-Urbana Champaign • The Selectivity Model is used to examine sex differences in cognitions and attitudes toward companies and causes after cause-related marketing (CRM) message and at a delay. In line with theory, women demonstrated more favorable attitudes than men did after the CRM message prime, but these effects faded over time. No sex differences in message elaboration were found; however, women’s attitudes were made up of multiple factors (including thoughts), whereas men relied on singular cues.
Responsible Regulation? The DISCUS Code’s role in priming positive attitudes toward alcohol • Stacey Hurst, Washington State University and Jessica Fitts, Washington State University • An industry-produced Code of Responsible Practices outlines responsible advertising tactics for members of the Distilled Spirits Council, yet also helps citizens decide if an advertisement is in violation. According to priming theory, the framing of a document can make particular perspectives more salient and can influence opinion formation. This study tested whether the Code influenced perceptions of the industry and its advertising practices.
Evaluation, Use, and Usefulness of Interpersonal, Advertising, and Mediated Sources of Prescription Drug Information among Anglo- and Hispanic-Americans • Denise DeLorme, University of Central Florida, Jisu Huh, University of Minnesota and Leonard Reid, University of Georgia • This telephone survey determined and compared how Anglos and Hispanics evaluate and use interpersonal, advertising, and mediated prescription drug information sources. The findings reveal: Hispanics rely on doctors, Internet sources, and DTC advertising, while Anglos most frequently use Internet sources and health professionals; Anglos are more likely to use health-related websites; Hispanics rely on TV and DTC TV advertising more than Anglos.
Writing the Headlines: Influencing News Content through Marketplace Advocacy • Barbara Miller, Elon University • Previous research has identified interactions between political advertising and news content (Roberts & McCombs, 1994) and political Web sites and the public’s agenda (Ku et al., 2003). Previous research has also suggested that issue advertising has the potential to raise public awareness of certain issues by providing information to the media at reduced cost or effort, thereby influencing the media’s agenda, and ultimately influencing the public’s agenda (Gandy, 1982).
Measuring Player Perceptions of Advertising in Massively Multiplayer Online Role-Playing Games • Lance Porter, Louisiana State University and Ben Lewis, Louisiana State University • In an experiment involving 100 participants aged 18-24, we conducted a study to measure effects of advertising in a massively multiplayer online role-playing game (MMORPG) on perceived interactivity and other aspects of gameplay experience. Results from a post-test questionnaire suggested that while advertising in MMORPGs can trigger high awareness rates, in-game advertising can also reduce a game’s perceived sense of realism and annoy players if not coordinated with the game environment.
Who is she wearing? A study of brand appearances in top-rated television shows • Cara DiSisto, Elon University • New technologies allow consumers to record their favorite shows or view them online, bypassing traditional television commercials. This study examined the extent and nature of product placements in television given these changes. A content analysis of top-rated television shows in 2007 found that while there seems to be a decrease in overall volume of brand appearances, the nature of the brand appearances seems to be much more in line with what practitioners have suggested is important to the success of a placement.
Perceptions of Mississippi Golf Coast Residents toward the Insurance Industry before and after Hurricane Katrina • Patricia Mark, University of South Alabama • This paper examines perceptions of Mississippi Gulf Coast residents toward the property and casualty insurance industry before and after Hurricane Katrina. It seeks to determine: 1) What perceptions Mississippi Gulf Coast residents held toward the property casualty insurance industry prior to Hurricane Katrina, 2) What perceptions Mississippi Gulf Coast residents held toward the property casualty insurance industry after Hurricane Katrina.
Possible Gap in the Advertising Classroom; Different Perceptions of Advertising Creativity between Advertising Professors and Advertising Major Students • Hyunjae (Jay) Yu, Louisiana State University and Mariko Morimoto, University of Georgia • Many scholars and practitioners agree that advertising creativity is one of the most significant parts in advertising, but, at the same time, they also admit that the topic has not been addressed enough. Individuals’ subjective perceptions about advertising creativity could be one of the reasons explaining the lack of the academic studies dealing with advertising creativity due to the difficulty in conducting the research.
Detecting pod position effects in the context of multi-segment programming: Implications from four Super Bowl broadcasts • Yongick Jeong, Louisiana State University and Hai Tran, University of North Carolina • Using ads placed in four Super Bowl broadcasts, this study investigated the impacts of pod positions on advertising effectiveness in a multi-segmented television program. The results support general primacy effects. The brands advertised during earlier quarters are significantly better recognized than those appeared in later quarters. However, advertising liking was not related to pod positions. This study also determined the pod position effects on brands recognition and advertising liking in the entire program.
Mothers’ perceptions about the usage of animated characters in TV food advertising targeting children • Hyunjae (Jay) Yu, Louisiana State University and Karen Whitehill King, University of Georgia • As TV food advertising has been considered one of the important factors in increasing the rate of childhood obesity, discussions about the content of this advertising have been more popular than ever. Among them, animated characters in TV food are an important topic because they prompt children to nag their parents to buy the food products they see on TV.
Understanding Consumer Attitudes toward Luxury Brands: A Cross-Cultural Study • Mark Yi-Cheon Yim, University of Texas and Yeo Jung Kim, University of Texas • This study investigates the relationship between the attitudes toward luxury brands and cultural typology based on U.S. and Korean college students. The study results suggest that rather than the dimension of Individualism-Collectivism, the dimension of Horizontality–Verticality was a valid predictor of attitude toward luxury brands. More specifically, vertical cultural orientations have positive effects on attitude toward luxury brands, whereas horizontal cultural orientations have negative effects. Practical and theoretical implications are discussed at the end.
Portrayals of the Elderly in Advertising: Do Hong Kong Ads Reflect Respect? • John Schweitzer, Bradley University and Daniel Ng, University of Oklahoma • This exploratory research was undertaken to investigate the portrayal of the elderly in Chinese advertising. The results of the investigation showed that the elderly are underrepresented in terms of their population numbers, but, on the whole, they were depicted in a favourable light. The research suggests several new areas for research to more fully understand the portrayal of the elderly in advertising.
Advertising disclosures and corporate social responsibility • Alex Wang, University of Connecticut • Although research into product disclosures has been conducted, little examines consumers’ attitudes toward disclosures in print ads. Research on Corporate Social Responsibility (CSR) practices and the Social Contract Theory (SCT) suggests that consumers may put a relatively high value on corporations that use disclosures in their print ads responsibly.
The effects of salient risk-reducing advertisements on consumer attitudes and purchase intentions • Roger Rudolph, St. Cloud State University and Roya Akhavan-Majid, St. Cloud State University • The concept of perceived risk in consumer decision-making constitutes an important area in advertising research. The present experiment was designed specifically to identify and reduce salient components of risk for two purchase conditions and measure the impact of the risk-reducing advertisements on, a) advertising believability, b) attitudes toward brand, and c) consumer purchase intentions.
Instructional interactivity: Measuring the effects of combining the produce and process of interactivity • Jesse Hoggard, Louisiana State University and Lance Porter, Louisiana State University • Using a between subjects, experimental design among 421 subjects, this study explicated and defined a new type of interactivity—instructive interactivity, where actors in the online advertisement instruct the user on how to interact. Results show that instructive interactivity can drive consumer engagement, through positive effects on attitude towards the ad, click-through, and intent to purchase. Brand advertisers can use instructive interactivity to literally tell consumers what to do: purchase products.
Consumer responses to stereoscopic 3-D as an advertising tool: An exploratory study • Mark Yi-Cheon Yim, University of Texas-Austin and Terry Daugherty, University of Texas-Austin • Since the emergence of auto-stereoscopic display technology, much literature has predicted its applications to outdoor advertising. However, there have been no efforts to evaluate its usability for advertising. As a seminal study, this research investigated the average consumers’ responses to this new technology which displays objects with the appearance of the true depth, and conducted an experiment to see the effectiveness of this new 3-D technology, compared to 2-D advertising.
The role of reviewers’ avatar on consumers’ processing of online product reviews • Mira Lee, Michigan State University. Mikyoung Kim and Wei Ping, Michigan State University • Drawing from attribution theory, this study demonstrates that the reviewer’s avatar facial expression moderates the effect of the valence of a consumer-generated product review on consumers’ causal attributions. In addition, this study reveals a three-way interaction effect of the valence of the product review, the reviewer’s avatar facial expression, and the consumers’ skepticism toward online consumer-generated product reviews on the strength of attitude toward the brand. Implications for researchers are also discussed.
Corporate reputation and ad-induced emotion: The effects of forewarning, affect intensity, and prior brand attitude • Sang Yeal Lee, West Virginia University • A between-subjects experiment was conducted to understand the role of forewarning of persuasive intent, affect intensity and prior attitude. Results indicated that forewarning of persuasive intent had negative attitudinal effects on the dependent variables regardless of experimental conditions. Forewarning of persuasive intent had negative attitudinal effects even among participants who had positive attitudes toward the company, and those who had high affect intensity.
Does the Exposure to Repeated Brand Information Inhibit Recognition of Non-repeated Brands? • Hyun-Seung Jin, Jatin Srivastava • The purpose of this study is to examine whether repeated exposure to some brand visuals inhibits or impairs the recognition of other non-repeated brand visuals in the context of the list-strength paradigm. Two experiments were conducted. The results of Experiment 1 suggest that different types of recognition tests play a significant role as a moderating variable. No significant inhibitive effect was found when recognition test items were distinctively different from the items that were pre-exposed.
The effects of body esteem on consumer attitudes toward diet product advertising – the mediating role of Social Comparison • Hyunjae (Jay) Yu, Louisiana State and Tae Hyun Baek, Georgia • There have been several studies dealing with the relationships between the perceptions of self and an individual’s attitudes toward advertising for diverse products. However, specific research about diet products, which have recently seen a dramatic increase in sales, has been scarce.
Teaching Papers
The National Student Advertising Competition: Chapter Advisers Describe Structure, Resources and Issues • Jami Fullerton, Oklahoma State University, Alice Kendrick, Southern Methodist University and Connie Frazier, American Advertising Federation • It has been almost ten years since a survey has been published of advertising program participation in the American Advertising Federation (AAF) National Student Advertising Competition (NSAC). The current study reports results from a nationwide survey of AAF student chapter advisers. NSAC is considered by the vast majority of advisers to be a valuable experience for students, one that often leads directly to advertising employment, and one that is the closest to “real world” activities.
Curriculum Convergence from the Employer’s Perspective: An Analysis of Required Entry-Level Job Skills for Advertising, IMC, and Interactive Marketing Graduates • Dennis Lowry and Lei Xie, Southern Illinois University Carbondale • This paper reviews methodological flaws in some past studies of required employment skills for entry-level advertising and marketing jobs, and then develops a new deductive approach (using QDA Miner and WordStat software) to analyze 645 entry-level employment ads. The purpose of the study was to look for skills that transcend convergence in advertising, marketing, and the media, and to isolate skills that employers require regardless of the advertising/marketing major.
Determining the Level and Nature of Curricular Integration in Programs of Journalism and Mass Communication • Andrew Lingwall, Clarion University • This study explores the level and nature of curricular integration in university programs of journalism and mass communication according to the principles of Integrated Marketing Communication (IMC). It also explores respondents’ perceptions about the value of such an integrated curriculum.
The Influence of Thai culture on Group-based Learning in the Advertising Campaigns Class • Chawanuan Kananukul, Burapha University and Margaret Morrison, University of Tennessee • Group-based learning is normally utilized in the advertising campaigns course because it is believed that it can provide students with opportunities for enhancing their learning through practical application and better prepare them for careers in the advertising industry. While group-based learning in campaigns classes is common in the U.S., accounts of how it works in other cultures and the role that cultural values might play in its success are rare.
PF&R Papers
The Mid-Career Vanishing Act: A Qualitative Examination of Why So Few Women Become Creative Directors • Karen Mallia, University of South Carolina • Few women reach the top levels of advertising agency creative departments, though relatively equal numbers of women and men enter the field as copywriters and art directors. This study examines why creative women have been unable to achieve the success women have seen in other agency arenas. Through 17 depth interviews, the study identifies numerous factors underlying the dearth of women creative directors, some of those factors unique to advertising or agency creative positions.
Representation of African Americans in Super Bowl Commercials, 1989-2006: An Analysis of Primary and Secondary Characters • Kenneth Campbell, University of South Carolina, Phillip Jeter, Middle Tennessee State University and Ernest Wiggins, University of South Carolina • A content analysis of Super Bowls from 1989 to 2006 finds that African Americans in primary roles are represented at a rate somewhat below their proportion in the U.S. population. They are more likely to be relegated to background roles over primary roles, and associated with less prestigious products much more frequently than higher-end products. It raises questions about the cultural messages communicated concerning African Americans.
Assimilating the Queers: Representations of Gay Men, Lesbians, Bisexual, and Transgender People in Out-of-Closet Advertising • Wanhsiu Tsa, University of Miami • This paper investigates how mainstream advertising in the U.S. represents gay men, lesbians, bisexual and transgender (GLBT) people. The objective is to explore how the identity categories of sexuality, gender, race, and class are enacted in advertising. The new gay dream consumer stereotype has partly replaced the previously stigmatized image. Gayness has been redefined via consumption ideologies and GLBT representations are sexualized and commodified to assimilate the sexual and gender minorities into the mainstream.
INSPI(RED) or (RED)ICU(LESS)? The Assessment of the (PRODUCT) RED Campaign • Kwangmi Kim, Towson University and Lauren Ambrogio, Towson University • Recently, we are witnessing a new, expanding CRM campaign, called (PRODUCT) RED campaign. While presenting a new business model within the CRM, this campaign has drawn various attention and concerns from non-profit organizations as well as from the marketing industry and the media.
Special Topics Papers
Starting the Buzz: Assessing the Practice of Buzz Marketing • Amy Struthers, University of Nebraska-Lincoln and Hailey Abbott, University of Nebraska-Lincoln • This study questions whether Buzz marketing is a practical tool for a health campaign targeting teenagers; and if so, how does one test the concept with teenagers, craft a campaign around “Buzz,” and finally implement the campaign into high schools. To begin, literature regarding health promotion, the teenage demographic and the concept of Buzz marketing is summarized, followed by a review of how the concept of Buzz marketing tested with teenagers.
Measuring the Immeasurable; Testing the 4-D Model of Advertising Creativity • Mark Stuhlfaut, University of Kentucky and Chan Yoo, University of Kentucky • A proposed model of advertising creativity with 19 characteristics that were organized into four dimensions was tested for validity, reliability and predictability. Confirmatory factor analysis and a structural equation modeling supported the four-dimensional structure after the removal of four characteristics. Regression analysis showed support for the ability of the model to predict high and low levels of creativity exhibited by four advertisements in the alcoholic beverage product category.
Consumers as Avatars: An Ethnographic Exploration of Brand and Object Meanings in an Online Virtual World • Sara Hansen, University of Wisconsin – Madison • Advertisers increasingly reach consumers as avatars in online virtual worlds or social videogames. This virtual ethnography pilot study in MTV’s Virtual Laguna Beach / The Hills studies meanings of brands and objects regarding player identity expression and social roles, world structure and social interaction within the theories of symbolic interactionism and self-presentation. Findings show players using brands and objects as forms of currency or capital, with uses for shifting power, with interactive structural influence.
Toward a more Efficient Brainstorming: The Optimal Number of Wild Thoughts to Successful Ideas in an Advertising Exercise • Michael Maynard, Temple University and Margo Berman, Florida International University • This study explores the assumption that the more unfiltered ideas generated, the more likely an increase in the odds for a successful, workable idea. Focus is placed, instead, on the minimal number of ideas necessary for success. The classroom-based experiment finds that for a 15-minute solo brainstorming session, the optimal minimum number of wild thoughts a student must generate to produce a successful idea is between 4 and 6.
Bowled over with violent humor: An analysis of the top-scoring Super Bowl ads from 1989 to 2008 • Bonnie Drewniany, University of South Carolina • This longitudinal study looks at the highest-rated Super Bowl commercials over a 20-year period, 1989-2008, to determine if the use of violent and aggressive humor in the “best” Super Bowl ads has increased over time. Half of the humorous Super Bowl commercials that made it to the USA Today “Top 10” list and 36.6% of the humorous Super Bowl commercials that earned top ratings in the Advertising Age Ad Review used violence and/or aggression.
Truth, Art and Advertising: The Creative Perspective • Lee Earle, Roosevelt University • Creativity is at the heart of the advertising industry and scholars have written extensively on the subject. But, in reviewing the literature, one word is never mentioned, a word award-winning agency creatives feel is essential, a word as simple as truth. In this essay, the concept of truth will be explored from the perspective of the arts and advertising. This discourse will help illustrate how truth, whether about a product or human life, is essential to creating engaging communication.
Growing up in Smoke: The Early Years of the Tobacco and Hollywood Alliance • Laleah Fernandez, Michigan State University • In the years leading up to 1950s, tobacco marketers used a number of tactics to align their product with the glamour of Hollywood including celebrity use and endorsement, advertising in entertainment magazines and sponsoring top-rated radio and televisions programs. By the time information surrounding the health consequences of smoking became widely known, tobacco companies had already established deep networks and connections among the highest executives and rising stars within the entertainment industry.
Human Flourishing Theory in Advertising: Case Studies • Craig Davis, Ohio University and Timothy Brotherton, Saginaw Valley State University • This manuscript examines the subject of human flourishing and its use in current advertisements. Human flourishing deals with the concept of a deeper happiness based upon living the good life. It was first developed by Aristotle over 2000 years ago. What Aristotle called “eudaimonia” has continued to be examined and discussed by philosophers, psychologists, and economists to this day.
Theoretical Approaches and New Variable Assessments in Sport Sponsorship Marketing • Thomas Mueller, University of Florida • Event sponsorship has become one of the fastest growing sectors of U.S. marketing. Sponsorship can amplify the impact of traditional advertising; ad copy can tout the sponsorship affiliation, and the same media can be displayed at sport events. More definition is demanded of those who market sport as a viable advertising tool, and new variables that contribute to the overall measurement of sponsorship value will be required to move the industry forward.
Student Papers
“Politics by Other Means:” Testing the Relationship between Socially Conscious Consumption and Political Participation • Lucy Atkinson, University of Wisconsin • Affluence, materialism and consumer culture are often criticized for the deleterious effects they are assumed to have on social life and community connectedness. The rising trend of socially conscious consumption, such as buying organic or fair-trade products, offers a challenge to this negative view of consumer behavior. However, little research exists testing the relationship between mass media messages emphasizing specific consumer orientations and civic and political outcomes.
A Tale of Two Social Contexts: Race-Specific Testimonials on Commercial Web Sites and their Effects on Numeric Majority and Numeric Minority Consumer Attitudes • Troy Elias, Ohio State University • This study examines the effects of race-specific testimonials on both Black and White consumers, and on Black majority consumers and Black minority consumers. In this study, Black and White product endorsers in high, moderate, and low level vividly presented ads are evaluated as predictors of consumer product and web attitudes. Findings show that Black Internet surfers respond more favorably to testimonial ads that utilize Black character testimonials than they do to testimonials that use White characters.
Asian Medical Tourism Web Sites: How They Use Credibility Characteristics to Attract American Consumers • Leslie Cermak, Karen Paul, University of Oklahoma, Ibrahima Ndoye, University of Oklahoma and Sarabdeep Kochhar, University of Oklahoma • Medical tourism is an expanding trend that appeals to Americans searching for alternatives to health insurance costs. This study analyzed the content of these Web sites to determine how they try to create perceptions of credibility as medical experts while also creating awareness of their service through branding strategies. The study found that medical tourism Web sites are formatted to target American consumers and create perceptions of trust and expertise.
Bottled Fantasies: College Students’ Interpretation of Alcohol Advertising and its Effects • Yanjun Zhao • This study, under the MIP theoretical framework, provides empirical data on how alcohol advertising influences college students, as well as how anti-alcohol messages might change college students’ interpretation of alcohol advertising. An experiment showed that the logic-based anti-alcohol messages had an impact while the emotion-based ones did not.
Brands as Social In-Groups: Applying Optimal Distinctiveness Theory to Consumer Brands • Wendy Maxian, Texas Tech University • Optimal distinctiveness theory is applied to brands. Brands are conceptualized as social groups which must foster a balance between individuation among members and assimilation within the group, as well as differentiating themselves from other similar groups. Results suggest that individuals do not perceive brands as a means of individuation, but that brand differentiation and perceptions of brand inclusion are crucial to brand loyalty and a positive brand attitude.
Culture and Persuasion: Exploring Chinese Consumers’ Attitudinal and Perceptual Reactions toward Culturally Oriented Online Advertising • Gennadi Gevorgyan, Louisiana State University • With framing and communication accommodation theories as its primary conceptual framework, this paper explores the role of culture in online marketing communication. By examining the attitudinal and perceptual effects of culturally oriented online ads, we aim to develop and test a framework that advertisers and marketers can apply to reach out to ethnically diverse consumers whose buying power has been increasing at an unprecedented rate.
Differences in Consumers’ Perceptions and Acceptance of Product Placement in Films and Movies • Glynnis Johnson, University of Texas • The goal of the study was to explore African-Americans’ perceptions and acceptance of products for placement in films and movies and to compare the perceptions to those of Anglo-Americans. A mixed between and repeated measure ANOVA was run to test four hypotheses dealing with race, gender and product differences. The results indicated that there are differences in the perceptions and acceptance of products for placement in films and movies.
Gain-Loss Framing in DTC Prescription Drug Advertising and the Moderating Impact of Product Knowledge • Kenneth Kim, University of Florida and Jinseong Park • A 2 (gain versus loss framing) X 2 (high versus low product knowledge) experimental study was conducted to investigate the framing effect of direct to consumer (DTC) prescription drug advertising on the persuasion process. Specifically, the study attempted to explore the moderating role of product knowledge in the framing–persuasion relationship. One-hundred-fourteen female college students participated in the experiment. The results show a significant moderating impact of the product knowledge on the processing of the framed DTC drug advertising.
Global Youths’ Attitudes toward Global Brands: Implications for Global Advertising Strategy • Szu-Chi Huang, University of Texas and Shu-Chuan Chu, University of Texas • This study investigates the relationships between the college-educated global youth’s attitude toward global brands and the macro factors of global media and reference groups in two culturally different countries, China and the United States. We draw upon the uses and gratifications theory and reference group theory to examine the motivations of global media usage, the role of exposure to global media, and the influences of reference groups in shaping young consumers’ attitudes toward global brands across cultures.
Influence of Sporting Event Attendance on Sponsorship Recall, Perceived Value and Support for Participating Advertisers • Glenda Alvarado, Texas Tech University • Sponsorship is an important revenue source for athletic departments and it is necessary for those departments to verify that advertisers are noticed and appreciated. This study surveyed donors to a collegiate athletic program (N = 771) to determine the recognition, and value, of sponsorships at sporting events. Frequent attendance resulted in the ability to recall more sponsors, perceive value in sponsorship support, and show inclination to purchase products from advertising contributors to the athletic program.
Sexual Orientation: A Peripheral Cue in Advertising? • Adrienne Holz Ivory, Virginia Tech • Although advertising featuring gay male and lesbian models can be an effective means of targeting the significant gay and lesbian market, few empirical studies examine how consumers respond to gay-themed advertisements. To address the absence of message-processing research dealing with heterosexual responses to gay-themed advertising, this paper examines how sexual orientation of model couples featured in magazine advertisements affects heterosexual viewers’ responses using the elaboration-likelihood model as a guiding framework.
The effect of Internet use motivations and opinion leader characteristics on eWOM behaviors • Soyoen Cho, University of Minnesota • This study attempts to explore the effect of Internet use motivations and opinion leadership factors on eWOM behaviors. A survey was conducted using a college student sample. The results demonstrated that product category knowledge was the most significant predictor of product category eWOM behaviors, regardless of the content characteristic – either information or entertainment eWOM. Also, social interaction motivation for using the Internet was found to be significant in predicting eWOM behaviors in general.
The Effects of Value-based Advertising on Brand Associations in a Durable Goods Category • Michael Clayton, University of Florida and Jun Heo, University of Florida • The authors investigate how value-based messaging affects brand associations, including brand image, brand attitudes, and consumer quality perceptions, within a durable goods category. The present research proposes that value-messaging will be detrimental to brand association measures, compared to non-value based messaging within a durable goods category. A 2 x 2 factorial design was employed with cognitive involvement (high/low) and advertising message (brand/value) as the experimental factors.
The Interpretation of the Messages in an Advergame: The Effects on Brand Personality Perception • Dohyun Ahn, University of Alabama • This study explored whether advergames represented persuasive messages, and discussed how the messages were interpreted. One hundred seventy one participants played an anti-advergame that censured the business practices of a fast food company. The results indicated that the interactive feature of advergame represented messages, and that messages were interpreted being consistent with the expression of the game. However, the direction of the interpretation did not always coincide with the intention of the game designer.
Themes, Appeals and Genre Differences of Non-Alcoholic Beverage Advertisements in Teen-Oriented Magazines from 1999-2001 • Yvonnes Yi-Chun Chen, Washington State University • The food industry’s marketing strategies have garnered numerous criticisms nowadays. This is partially due to the industry’s unethical advertising practices and strong appeals attractive to teens. Indeed, using a three-year longitudinal content analysis of non-alcoholic beverage advertising published in teen magazines, this study found that advertisers strategically design appeals that are developmentally appropriate and heavily gender-stereotyped.
Zipping as Ad avoidance: Intrusiveness and Ad effectiveness of the Simultaneous Presentation Advertising as an alternative ad format in DVR environment • Yoonjae Nam, State University of New York at Buffalo, Sungjoon Lee, State University of New York at Buffalo and Kyounghee Kwon, State University of New York at Buffalo • The study explored the ad effectiveness of the Simultaneous Presentation Advertising (SPA), an alternative ad strategy to restrain to zipping behavior in DVR environment. Results revealed that SPA is more effective than spot ad in terms of lessening zipping and increasing recall. The result also showed that the increased recall was significantly related with reduced zipping rather than the ad format itself. However, SPA produced more negative outcomes when perceived intrusiveness and product image were tested.
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