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1.
This study explored the role of self-construal in moderating the effect of same- and varied-ad repetition on consumer response to advertising and brand on the basis of self-construal and encoding variability theory. In the study, subjects primed with independent or interdependent self-construal were exposed to either the same or varied ads. Findings indicate that, for foreground information in ad, independent self-construal subjects elicited more than interdependent self-construal subjects in same-ad repetition whereas there was no difference between independent and interdependent self-construal subjects in varied-ad repetition. However, for background information, interdependent self-construal subjects performed better than independent self-construal subjects in both same- and varied-ad repetition. In the case of brand recall, in varied-ad repetition, interdependent self-construal subjects recalled better than independent self-construal subjects did, whereas there was no difference between interdependent and independent self-construal subjects in same-ad repetition. It was also found interdependent self-construal subjects evaluated the target brand more positively than independent self-construal subjects did in varied-ad repetition. However, there was no difference in brand attitude between independent and interdependent subjects in same-ad repetition. 相似文献
2.
This study investigates the relationship between cultural orientation (individualistic or collectivistic culture) and consumers' attribution styles (dispositional and situational attributions) as well as the consequences of attribution styles on brand evaluation and purchase intention. The study also examines how people perceive different types of negative celebrity information (self-oriented and other-oriented negative information) and how their identification with a celebrity endorser affects their response to negative information. The findings suggest that culture influences how consumers – having been exposed to negative celebrity information – make attributions. Dispositional attributions lead to more negative brand evaluation as well as to negative purchase intention. Other-oriented negative information leads to, among Korean consumers, more negative brand evaluation. Finally, the study found that consumers highly identified with a celebrity endorser are less likely to be influenced by negative celebrity information. 相似文献
3.
T.T. Sreekumar 《亚洲交流杂志》2013,23(4):428-430
This paper examines the differential effects of green appeals for low involvement and high involvement products. Through a controlled experiment conducted in China, our study demonstrates that for low involvement products, an ad with a green appeal, compared to a similar one without a green appeal, elicits a more favorable consumer attitude toward the ad and the brand. This is true regardless of the level of consumer environmental concern. This study also shows that for high involvement products, there is no interaction effect between green appeals and product involvement. In addition, for consumers with high levels of environmental concern, an ad with a green appeal yields greater purchase intention than a similar one without a green appeal for low involving products. Such an effect is absent for consumers with low levels of environmental concern. Theoretical and practical implications of the findings are also discussed. 相似文献
4.
ABSTRACT Consumers have described retargeted ads as “creepy,” possibly because these ads cue consumers that marketers are collecting personal data. Participants (N = 280) were either exposed to an ad that was targeted to past online behaviors or a general product ad. Behavioral targeting had a positive direct effect on purchase intent, but it also set off a negative indirect effect. Those exposed to behavioral targeting experienced increased perceived marketing surveillance, which led to increased threat, increased psychological reactance, negative attitudes toward the ad, and negative purchase intention. The indirect cost of perceived marketing surveillance on purchase intent was 4.5 percent. 相似文献
5.
Hee Sun Park 《Communication Research Reports》2013,30(3):267-279
The study tested the Theory of Reasoned Action in Korea. Questionnaires measuring behavioral intention to study for final exams were distributed to 144 Korean college students. The findings indicated that attitude toward behavior and subjective norm predicted behavioral intention. When attitude toward behavior was divided into social and personal attitudes toward behavior based on the types of outcomes that behavior brings about, it was only social attitude toward behavior had a significant weight in predicting behavioral intention among the Korean students. Positive correlations were observed between the strength of interdependent self‐construal and the normative component and between the strength of independent self‐construal and the attitudinal component. Self‐construals, however, did not influence the relative weights of the two components in predicting behavioral intention. 相似文献
6.
This study examined the different and combined effects of regulatory focus (i.e. prevention-focused vs. promotion-focused) and issue involvement (i.e. high vs. low) with message frames (i.e. prevention-framed vs. promotion-framed) on attitude toward ads, message preference, and voting intention. Taken together, our findings revealed statistically significant two-way interaction effects of regulatory focus and message frames on all dependent measures, including attitude toward ads, message preference and voting intention; however, neither regulatory focus nor message frames exhibited primary effects on those dependent variables. Further, issue involvement was found to have a statistically significant main effect on dependent measures, which negated our expectation of both its interaction effect with message frames and its moderating role between regulatory focus and message frames. 相似文献
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The intensity of the viewing experience people have while watching television was expected to enhance recall of commercials and also to render commercials less vulnerable to negative attitude change over multiple exposures. The effects of two variables, commercial induced emotion and product involvement, were tested in an experiment where people watched one hour of programming and embedded commercials on four consecutive days. Testing occurred after the fourth session; ads were repeated from two to 12 times during this time period. Broadly stated, findings indicate that emotional appeals and product involvement have favorable effects on brand name recall, attitudes, and purchase intention. Results are discussed with regard to their managerial and social implications. 相似文献
9.
Applying the framework of Construal Level Theory (CLT), this study tested the effects of an environmental ad describing the distant-future (i.e. end of the twenty-first century) vs. near-future (i.e. next summer) consequences of climate change using a sample of college students in the U.S. and South Korea. Consistent with the proposed empirical model in this study, lower perceived temporal distance of climate change generally led to higher perceived relevance of the event and more positive attitude and greater intention toward the sustainable consumption suggested in the ad (i.e. using Energy Star® qualified bulbs). However, the effects of temporal framing on the variables were moderated by the culture-specific ways in which the participants represented time and interpreted temporal information. In response to the distant-future frame, South Korean participants tended to report significantly shorter perceived temporal distance, thus presenting higher levels perceived relevance, stronger pro-environmental attitudes, and stronger behavioral intention than their U.S. counterparts. Overall, the findings of this study have meaningful implications for the external validity of CLT and for the development of effective climate change awareness campaigns targeting different audiences around the world. 相似文献
10.
The current study explored the personality dimensions of brands on Social Networking Sites (SNSs) using a South Korean sample. Through a series of exploratory and confirmatory factor analyses, six dimensions (i.e. Openness, Conscientiousness, Agreeableness, Extraversion, Warmth, and Contentiousness) were yielded for brands with SNS presence. The data also produced six dimensions (i.e. Openness, Sincerity, Extraversion, Competence, Agreeableness, and Ruggedness) for brands without SNS presence. The results show that brands with which consumers interact on SNSs have more human-like personalities than brands absent from SNSs, and the personality dimensions affected brand affect and trust to varying degrees. 相似文献
11.
Mikyeung Bae 《亚洲交流杂志》2017,27(4):415-432
The goal of this study was to identify links between cultures (high- vs. low-context culture) and the effectiveness of a cause-related marketing (CRM) claim. First, the effect of culture on types of appeals’ (informational vs. emotional vs. combination of informational and emotional) effectiveness was investigated by conducting a multivariate analysis of variance. Employing a path model, the study examined the mediating effect of perceived credibility on the influence of the cultural congruence within attitude toward CRM. The results indicated that culture influenced the effectiveness (CRM attitude, credibility perception, and purchase intention) of type of CRM appeal. The main contribution of this study lies in its analysis of the validity of the interactive affect–cognition relationship effects on CRM message effectiveness across cultures. This study hopes to provide insight into whether differences in cultural values result in perceptual differences, thus necessitating the use of different CRM strategies in different cultures. 相似文献
12.
This study suggested a total of 7 hypotheses regarding variables affecting viewers' attitudes toward cable network brand extension. The regression analysis showed that 5 of the 7 hypotheses were accepted. Specifically, parent brand attitude, brand portfolio quality variance, the number perception of sub-brands, perceived fit, and innovativeness were found to significantly affect brand extension attitudes while parent brand familiarity and channel repertoire were shown not to be significant. Also, gender and income were found to affect brand extension attitude. 相似文献
13.
This study predicted that variations in the content of a narrative organ donor appeal (i.e., the age of the donor, the age of the person whose life was saved, the donor's cause of death, and the number of people whose lives were saved) would have a differential impact on a person's affective and cognitive reactions to that message, which would in turn influence a person's attitude toward signing an organ donor card. Two hundred sixty-eight individuals who had not signed an organ donor card previously read one of several narratives and then answered a series of questions designed to measure their attitudes toward signing an organ donor card. These data revealed that how a person dies (accident vs natural causes) and the number of people who are saved through organ donation indirectly influence a person's attitude toward signing an organ donor card with vividness, sympathy, and happiness acting as mediating variables. These findings and their implications are discussed. 相似文献
14.
This experiment (N = 198), conducted just before the 2008 presidential election, set out to examine the effects of tone and sponsorship in current political advertising, the first such study since campaign law began requiring candidates to approve their ads explicitly. In another first, we also examined the role of reactance in responses to political advertising. With regard to tone, positive ads received higher ad evaluation and cognitive response valence scores and less reactance than negative ads, but negative ads led to a greater likelihood of turning out to vote. Moreover, those without a strong candidate preference were more likely to vote for a candidate supported by a negative ad. Sponsorship had little effect on its own, but there were some intriguing interactions with political knowledge such that high-knowledge respondents had less reactance and lower opponent ratings, whereas moderate-knowledge respondents had the opposite reaction. We also found that reactance appears to play a major role in the effects of political advertising. It was associated directly with more negative cognitive responses, ad, and candidate evaluations and indirectly with lower intention to vote for the candidate supported by the ad, but it had no relationship with intent to turn out to vote. 相似文献
15.
This study explored the differences in young consumers' cognitive responses to visual ads across two cultures. In an experiment, 120 college students from the USA and 120 college students from China were exposed to different types of visual ads, and subsequently participants were instructed to recall objects from the ads, and to list thoughts regarding the product/brand meanings. It was found that compared with Chinese participants, participants from the USA recalled more salient objects and generated more product/brand thoughts elicited by salient objects from the ads. Moreover, Chinese participants were more likely to assign a social role to a person recalled from the ads than their American counterparts. These findings suggested that young Americans attended more to salient objects in the ads, and therefore are more analytic than their Chinese participants. Implications for international advertising were provided. 相似文献
16.
In this article, we investigated (a) whether the commonly reported 3 dimensions of source credibility (expertise, trustworthiness, and attractiveness) are applicable to both Americans and Koreans, and (b) which of those 3 dimensions exerted more influence on the dependent variables in each country. Findings suggest that the dimensionality of source credibility was remarkably similar between the 2 samples. The influence of 3 source credibility dimensions varied by the dependent variables. Attractiveness, expertise, and trustworthiness were equally important to purchase intentions. All 3 dimensions affected involvement with the advertisement message equally. Only trustworthiness had a significant impact on attitude toward brand and brand beliefs. In terms of attitude toward the advertisement, perceived attractiveness of the endorser was more important than expertise and trustworthiness. 相似文献
17.
Lihong Zhang 《亚洲交流杂志》2013,23(3):248-267
This study investigates the framing effects of gay-themed entertainment media in China. Specifically, the study explores the mechanisms underlying attribution framing and value framing, through two separate experiments. The results of the first experiment indicate that exposure to attribution frames had considerable influence on the participants' perceptions of the controllability of homosexuality and their emotional responses. In addition, fictional entertainment media's framing of the origin of homosexuality indirectly influenced the participants' opinion through anger. Those participants exposed to a program homosexuality as a type of ‘controllable’ sexuality were likely to express anger and thus were not likely to support gay rights. The results of the second experiment indicate that the core values reflected in a gay-themed program affected the participants' opinions by changing their perception of the importance of value-related beliefs. Those participants exposed to a frame reflecting family values were likely to consider beliefs about family values to be important, which facilitated their support for gay people's personal dignity and equal rights to jobs, housing, and freedom of expression, among others. 相似文献
18.
Juliana Fernandes 《Mass Communication and Society》2013,16(2):268-291
A great deal of televised political advertising is seen every electoral year. Expenditures on this type of political communication have reached the all-time high in the past elections. Clearly, political candidates believe that televised political advertising is an effective way to communicate with voters. This study investigates the effects of repetition of negative political ads on candidate evaluations. A pilot study shows situations in which repetition can both benefit and harm the evaluation of the sponsor of a negative political ad. The main study explores a factor that makes a negative political ad more effective, increasing positive reactions toward the sponsor and negative reactions toward the target of the ad. Implications of these results for society, attitudes, and learning are discussed. 相似文献
19.
Consumption of single-use bottled water has created severe environmental pollution problems around the world. By incorporating the theory of planned behavior with the additional cognitive and behavioral factors of perception, prior behavior, and knowledge variables, this study examined college students’ bottled water consumption intentions. Results show that perceived peer norm, behavioral control, and perceived bottled water benefits are significantly related to purchase intentions, as are prior levels of bottled water and tap water consumption. The same is not true for attitude toward and knowledge of bottled water consumption. Perceived tap water benefits negatively moderated the attitude-purchase intention relationship, whereas prior bottled water consumption negatively moderated the behavioral control-purchase intention link. 相似文献
20.
An important development in the theory of brands has been the concept of a brand personality as part of the brand image. The construct of congruence relates the personality of brands to the self-concept of consumers. It is assumed that congruence between the recipient's perception of his or her own personality and his or her perception of the brand personality leads to a higher degree of loyalty. The congruence construct has been proven to be a loyalty-promoting factor in various studies for consumer good brands. Whether the influence of congruence also exists with regard to media brands has, however, not yet been examined. As a step to close the gap, this research explores the effects of congruence on consumer loyalty in the media, taking the leading German news magazine brands— Focus, Spiegel, and Stern—which are published in print and online, as a case. The study uses a structural equation model, which is estimated by the partial least squares method, based on a questionnaire answered by 736 respondents. The model was tested for all respondents and those with print and online preference separately. As a result, the influence of congruence on loyalty could also be detected in our media case. Differences of the impact within the models for print and online give rise to the assumption that a differentiated approach to brand management in these two fields has to be taken into consideration. 相似文献