Shy or sociable : introversion/extraversion and message recall

textPersonality research has long been an area of interest in the study of consumer behavior. Currently, common practice is to segment prospective audiences by demographic variables (age, gender, and race) instead of psychographics (values, attitudes, personality). In this research, the author investigates the relationship between personality type (introversion/extraversion) and message recall. Using 122 undergraduate and graduate students, recall was examined across two forms of stimulus (incongruent and congruent messages). Results indicated that while there is no relationship between personality type and message recall, there is a relationship between the frequency of advertising messaging and recall. Results are discussed individually by messaging frequency and personality type with further suggestions for future research.Advertisin

The impact of music in consumer behavior: Applied to television commercials of fast moving consumer goods

Our lives are filled with music, it follows our days, stays in our minds, brings memories, and has the capacity of changing our feelings and emotions. Music has the power of being an extraordinary tool, if used wisely and operating its full capacities. Hence, the emotions and actions that music origins in consumers are a crucial input in business. Better understand in how the publicity world can benefit the most from the use of music, can help marketeers to make more effective and efficient decisions. Therefore, this dissertation aims to study the impact that background music of television commercials has in consumer’s behaviour. In this study, commercials from fast moving consumer goods in the beverages sector, were manipulated and analysed in order to further investigate the topic. The research combines and complements previous studies by taking in consideration a variety range of emotions and analysing different features that involve the music elements in a commercial. Concepts like brand recall, congruency of advertising elements, purchase intentions, moods and emotions are addressed and tested. The results show that the emotions transmitted through music have, as expected, a significant influence on the perception of the listener towards the brand and product, and consequently the impact on purchase intention of consumers.As nossas vidas estão repletas de música, ela acompanha os nossos dias, fica na nossa cabeça, traz recordações e tem a capacidade de alterar os nossos sentimentos e emoções. A música tem o poder de ser uma ferramenta extraordinária, caso seja usada de forma sábia e utilizando todas as suas capacidades. Desta forma, as emoções e as ações que a música origina nos consumidores são um fator crucial no universo empresarial. Os maketeers podem tomar decisões mais eficazes e eficientes se tiverem um melhor entendimento de como a publicidade é beneficiada com o uso da música. Assim, esta dissertação estuda o impacto que a música dos anúncios televisivos pode ter no comportamento dos consumidores. Neste estudo, anúncios de bens de consumo rápido do setor das bebidas foram manipulados e analisados de forma a investigar mais profundamente o tópico em causa. A pesquisa complementa e combina os estudos anteriores, tendo em consideração uma variedade de emoções e analisando os diferentes elementos que envolvem a existência de música num anúncio. São abordados e testados conceitos como reconhecimento da marca, congruência entre os elementos do anúncio, intenções de compra, sentimentos e emoções. Os resultados demonstram que as emoções transmitidas através da música têm, como esperado, uma influência significativa na perceção dos visualizadores relativamente à marca e ao produto, e consequentemente têm impacto nas intenções de compra dos consumidores

La neurociencia como instrumento para medir la eficacia de la publicidad en medios audiovisuales

Tesis por compendio[ES] El proceso de evaluar la eficacia en publicidad es una tarea complicada. Para poder cumplir con los requisitos de los clientes, el publicista está acostumbrado a apoyarse en los criterios objetivos que garantizan las soluciones de la propuesta de comunicación. Así como los aspectos subjetivos del creativo, como la estética, la música, el argumento, y el formato, suelen ser abordados según un criterio creativo. El objetivo de este trabajo es proponer y evaluar experimentalmente una metodología que, mediante la combinación de las respuestas psicofisiológicas, los modelos de aprendizaje automático y las técnicas tradicionales permita cuantificar y predecir, de una forma científica y metódica, el impacto emocional y cognitivo de la publicidad audiovisual. Para ello han planteado 3 estudios experimentales que investigan diferentes características de la metodología propuesta: investigar la capacidad de medidas que provienen de la neurociencia para predecir la eficacia de la publicidad. El segundo plantea comparar el efecto de un nuevo tipo de publicidad más inmersiva de video 360º en frente de la publicidad audiovisual clásica en formato video estándar. Y el tercero la evaluación de la música en el contexto de la congruencia e incongruencia musical aplicado en los anuncios de TV. En cuanto al estudio del impacto de la música en los anuncios se investigó los resultados de las reacciones emocionales y cognitivas de los sujetos durante la exposición a anuncios de televisión con música congruente e incongruente. Se analizaron las señales de electroencefalografía (EEG) y eye tracking (ET) de un grupo de 90 personas que vieron 6 anuncios de televisión. Los resultados mostraron que la música congruente genera niveles más altos asimetría prefrontal cerebral asociada al procesamiento positivo emocional. Por otro lado, los anuncios incongruentes con música alegre mostraron mayor nivel de atención y carga cognitiva, generando mayor recuerdo que los anuncios con música congruente. El estudio demostró, por tanto, la validez del empleo de técnicas basadas neurofisiología para evaluar el impacto de la música en los anuncios. En el segundo estudio se comparó la eficacia de un nuevo tipo de publicidad audiovisual mediante video 360º en la que el usuario tiene una mayor capacidad de interacción frente anuncios audiovisuales clásicos (2D) en los que el visionado carece de interacción. Se comparo el impacto en términos de atención visual, reconocimiento de marca, compromiso y emociones. Las herramientas que se utilizaron fueron señales neurofisiológicas como la electroencefalografía, variabilidad cardiaca, seguimiento ocular y codificación facial. Se compararon cuatro anuncios existentes para bienes duraderos y bienes de consumo de alta rotación. En los resultados se determinó que la mirada depende del contenido del anuncio, que la atención visual es menor en los anuncios de 360º así como el reconocimiento del logo de la marca. Los productos duraderos son los que generan más emociones positivas y el nivel de engagement. Este tipo de metodología ayudara por tanto a cuantificar el mejor formato según la estrategia de contenidos. En el último estudio se investigó la efectividad de los nuevos canales digitales de comunicación (YouTube) para predecir el número de visitas mediante el uso de las redes neuronales artificiales y nuevas métricas basadas en neurociencia extraídas de la electroencefalografía, eye tracking y variabilidad cardíaca. Se descubrieron correlaciones significativas entre la respuesta psicofisiológica del sujeto y la efectividad de los anuncios ponderada como el número de visitas en el canal de YouTube que tubo a posteriori ese anuncio. Esta tesis proporciona por tanto contribuciones novedosas en cuanto al uso de la neurociencia y la inteligencia artificial en la investigación del impacto de la publicidad.[CA] El procés d'avaluar l'eficàcia en publicitat és una tasca complicada. Per poder complir amb els requisits dels clients, el publicista està acostumat a recolzar-se en els criteris objectius que garanteixen les solucions de la proposta de comunicació. Així com els aspectes subjectius de l'creatiu, com l'estètica, la música, l'argument, el format, solen ser abordats segons un criteri creatiu. L'objectiu d'aquest treball és proposar i avaluar experimentalment una metodologia que, mitjançant la combinació de les eines, tecnologia de respostes psicofisiològiques, models d'aprenentatge automàtic i les tècniques tradicionals permeti obtenir, d'una manera científica i metòdica, la resposta dels usuaris davant els anuncis de TV per obtenir la informació necessària per aportar valor a la publicitat. Per a això es plantegen 3 estudis experimentals que investiguen diferents característiques de la metodologia proposada: investigar la capacitat de les eines de neurociència per predir l'eficàcia de la publicitat. El segon planteja mesurar l'eficàcia de Els anuncis segons el format de la publicitat, 2D vs 360º. I el tercer l'avaluació de la música en el context de la congruència i incongruència musical aplicat en els anuncis de TV. L'estudi on comparem l'eficàcia de la publicitat de 360º vs els anuncis estàtics (2D) en termes d'atenció visual, reconeixement de marca, compromís i emocions. Les eines que es van utilitzar van ser eines neurofisiològiques com l'electroencefalografia, variabilitat cardíaca seguiment ocular i codificació facial. Es van comparar quatre anuncis existents per a béns duradors i béns de consum d'alta rotació. En els resultats es mostra que la mirada depèn de l'contingut de l'anunci, l'atenció visual és menor en els anuncis de 360º així com el reconeixement de l'logotip de la marca. Els productes duradors són els que generen més emocions positives i el nivell d'engagement. El que comporta tenir-ho en compte per generar una estratègia de continguts que és el que es desenvolupa en el capítol 2. Pel que fa a l'estudi de l'impacte de la música en els anuncis es va investigar els resultats de les reaccions emocionals i cognitives dels subjectes durant l'exposició a anuncis de televisió amb música congruent i incongruent. Es van analitzar els senyals de electroencefalografia i eye tracking d'un grup de 90 persones que van veure 6 anuncis de televisió. Els resultats mostres que la música congruent genera nivells més alts asimetria prefrontal que representa el gust cerebral. Així com els anuncis incongruents amb música alegre tenen major nivell d'atenció i càrrega cognitiva, generant major recordo que els anuncis amb música congruent. Demostrant la validesa de les tècniques de neurofisiologia per avaluar l'impacte de la música en els anuncis. En l'últim estudi es va investigar l'efectivitat dels nous canals digitals de comunicació (YouTube) per predir mitjançant l'ús de les xarxes neuronals artificials i mètriques basades en neurociències com l'electroencefalografia, eye tracking, variabilitat cardíaca. Es va descobrir les correlacions significatives entre les mètriques de la neurociència i l'efectivitat dels anuncis i el nombre de visites al canal de Youtube. Creant una predicció d'un 82,9% la precisió mitjana i les visualitzacions en línia. Aquesta tesi proporciona contribucions noves a l'ús de la neurociència en la investigació de l'comportament humà, particularment en el consumidor i com li afecta la presa de decisions. La neurociència de el consumidor pot ajudar a l'aplicació de metodologies per a la valoració dels estímuls audiovisuals des d'una perspectiva més exacta i precisa. A més, creant models d'aprenentatge automàtic podem predir les respostes dels usuaris davant els diferents estímuls publicitaris creant campanyes més eficaces i econòmiques. Creiem fermament que el neuromarketing revolucionarà els mètodes d'avaluació de continguts audiovisuals i de presa de decisions. La present tesi té com a objectiu contribuir a aquest progrés. Els resultats d'aquesta tesi poden ser d'utilitat per als investigadors i publicistes interessats a conèixer millor el comportament de consumidor.[EN] The process of evaluating advertising effectiveness is a complicated task. In order to meet customer requirements, the advertiser is used to relying on objective criteria that guarantee the solutions of the communication proposal. As well as the subjective aspects of the creative, such as aesthetics, music, plot, format, they are usually approached according to a creative criterion. The objective of this work is to propose and experimentally evaluate a methodology that, through the combination of tools, psychophysiological response technology, machine learning models and traditional techniques allows to obtain, in a scientific and methodical way, the response of users to TV commercials to obtain the information necessary to add value to the advertisement. For this, 3 experimental studies are proposed that investigate different characteristics of the proposed methodology: investigate the capacity of neuroscience tools to predict the effectiveness of advertising. The second proposes to measure the effectiveness of the ads according to the advertising format, 2D vs 360º. And the third is the evaluation of music in the context of musical congruence and incongruity applied in TV commercials. The study where we compared the effectiveness of 360º advertising vs static (2D) ads in terms of visual attention, brand recognition, engagement and emotions. The tools used were neurophysiological tools such as electroencephalography, cardiac variability, eye tracking, and facial coding. Four existing ads for durable goods and high-turnover consumer goods were compared. The results show that the look depends on the content of the ad, the visual attention is less in the 360º ads as well as the recognition of the brand logo. Durable products are the ones that generate the most positive emotions and the level of engagement. What it takes to take it into account to generate a content strategy. 2. Regarding the study of the impact of music on advertisements, the results of the emotional and cognitive reactions of the subjects during exposure to television advertisements with congruent and incongruous music were investigated. The electroencephalography and eye tracking signals of a group of 90 people who watched 6 television commercials were analysed. The results show that congruent music generates higher levels of prefrontal asymmetry than represents cerebral taste. Just as incongruous ads with happy music have a higher level of attention and cognitive load, generating greater memory than ads with congruent music. Demonstrating the validity of neurophysiology techniques to evaluate the impact of music on advertisements. The latest study investigated the effectiveness of new digital communication channels (YouTube) to predict through the use of artificial neural networks and metrics based on neurosciences such as electroencephalography, eye tracking, and cardiac variability. Significant correlations between neuroscience metrics and the effectiveness of ads and the number of views on the YouTube channel were discovered. Creating a prediction of 82.9% the average precision and online visualizations. This thesis provides novel contributions to the use of neuroscience in human behaviour research, particularly in the consumer and how it affects decision-making. Consumer neuroscience can help the application of methodologies for the assessment of audiovisual stimuli from a more accurate and precise perspective. In addition, by creating machine learning models, we can predict user responses to different advertising stimuli, creating more effective and economical campaigns. We firmly believe that neuromarketing will revolutionize audiovisual content evaluation and decision-making methods. The present thesis aims to contribute to this progress.Ausin Azofra, JM. (2021). La neurociencia como instrumento para medir la eficacia de la publicidad en medios audiovisuales [Tesis doctoral]. Universitat Politècnica de València. https://doi.org/10.4995/Thesis/10251/180237TESISCompendi

Youth identity formation and contemporary alcohol marketing

This paper considers linkages between contemporary marketing theory and practice, and emerging conceptualizations of identity, to discuss implications for public health concerns over alcohol use among young people. Particular attention is paid to the theorizing of consumption as a component of youth identities and the ways in which developments of marketing praxis orients to such schemata. The authors’ analyses of exemplars of marketing materials in use in Aotearoa New Zealand, drawn from their research archive, emphasize the sophistication and power of such forms of marketing.They argue that public health policy and practice must respond to the interweaving of marketing and the self-making practices of young people to counter this complex threat to the health and well-being of young people

EXPLORING THE IMPACT OF CELEBRITY ENDORSEMENT AND PRODUCT CLASS INVOLVEMENT ON ADVERTISING EFFECTIVENESS: An eye-tracking approach

siirretty Doriast

Sounds of consumption : the influence of nonmusical sounds on services and retail settings

Previous literature shows that sensory stimulation, such as pictures and scents, can affect consumers’ choices in a retail setting. Visual stimulation (i.e., pictures of fruit), for example, make people choose more healthy foods, especially when they are hungry (Forwood, Ahern, Hollands, Ng, & Marteau, 2015). Following the same logic, sound might also trigger consumers’ choices and perceptions, meaning that specific products are expected to be chosen more frequently when congruent sounds are played. However, the extant literature has paid little attention to this role of sound. This work therefore focuses on auxiliary sounds (nonmusical) in the shopping environment, especially those intentionally set using audio systems to improve and compose the experiential shopping environment. More specifically, this research investigates whether auxiliary sounds influence people’s choice, decisions, and perceptions through the semantic properties (meanings) of sounds. Five studies were conducted to investigate these effects of auxiliary sounds; the first is a field experiment and the other four are lab studies. The field study showed exploratory results on the effect of auxiliary sounds on people’s choice behavior The first lab study (Study 1) considered a service context choice, where sounds were set in the “soundscape” of a fictitious travel agency. When city sounds were played as the background sound in the environment, the city destination was chosen more than the beach destination. Study 2 showed that congruence between sounds and options increase the choice of those options, even when more options are available. Study 3 found that when sound is strongly associated with product appeal or positioning, and this association is perceived by the consumer, it increases people’s intention to buy the product. The last study showed that, for an experiential positioning, congruent sounds can improve people’s intentions to visit the store by improving people’s attitudes toward the store. These results shed light on the study of auxiliary sounds in retail and services environments, bringing to surface some effects that serve as an initial parameter on the study of this phenomenon. It also has managerial contributions as sounds can be strategically used by marketers in order to promote a richer consumption experience.Estímulos sensoriais como imagens e aromas, podem afetar a escolha dos consumidores no varejo. Pistas visuais (ex.: imagens de frutas), por exemplo, fazem com que as pessoas escolham mais comidas saudáveis, especialmente quando estão com fome (Forwood et al., 2015). Seguindo esta lógica, o som também pode ativar escolhas e percepções dos consumidores. No entanto, a literatura existente tem dado pouca atenção ao papel do som. O presente trabalho trata dos sons auxiliares (não musicais) no ambiente de compra, especificamente aqueles colocados intencionalmente no ambiente de compra. Mais especificamente, o trabalho busca investigar se os sons auxiliares influenciam as escolhas, decisões e percepções das pessoas por meio das propriedades semânticas (significados) dos sons. Cinco estudos foram realizados no sentido de investigar estes efeitos dos sons auxiliares, onde o primeiro estudo foi um experimento de campo, enquanto que os demais foram estudos de laboratório. O estudo de campo, com caráter mais exploratório, demonstrou que os sons auxiliares podem ter um efeito sobre o comportamento de escolha dos clientes. O primeiro estudo de laboratório (Study 1) considerou o processo de escolha no contexto de serviços de agência de viagem, onde os sons influenciaram a escolha dos consumidores (ex.: sons de cidade fizeram com que os destinos turísticos de cidade fossem mais escolhidos, comparado com os destinos de praia). O estudo 2 (Study 2) verificou a influência dos sons auxiliares em um ambiente com mais opções disponíveis para escolha O estudo evidenciou que a congruência entre os sons e as opções disponíveis podem influenciar a escolha dos consumidores, mesmo com uma maior gama de opções. No estudo 3 (Study 3) a associação feita pelo consumidor entre som e o apelo/posicionamento do produto aumenta a intenção de compra dos consumidores em relação ao produto. O último estudo (Study 4) demonstrou que o uso dos sons auxiliares congruentes com o posicionamento de uma loja, fazem com que o consumidor tenha atitudes mais positivas em relação à loja, e consequentemente aumenta a intenção de visitar a loja. No entanto, este resultado foi significativo apenas para lojas com posicionamento experiencial. Estes resultados são um primeiro passo no estudo dos sons auxiliares nos ambientes de varejo e serviço, trazendo à tona alguns efeitos que servem como um parâmetro inicial no do estudo deste fenômeno. Isto reflete também em aplicações estratégicas dos sons musicais no ambiente de compra de modo a enriquecer a experiência de compra do cliente

The Role of Self-congruity in Consumer Preferences: Perspectives from Transaction Records

Personalised marketing is more persuasive than traditional techniques aimed at the masses, however marketers do not always have access to consumers’ private attributes in order to apply these insights. The effect of personalisation is based on an established theory in consumer psychology – self-congruity theory – which posits that individuals prefer products, brands and advertisements that embody characteristics that match with their self-concepts. Self-congruence not only enhances marketing effectiveness, it can also be used to improve consumer well-being. While it has been established that consumers who spend in a way that is more congruent with their personality are happier, clarifications around the types of individuals who are more or less likely to engage in self-congruent spending, as well as the moderating effects on the benefit in happiness from such consumption could inform policy for improving happiness at a collective level. This thesis contributes to a growing body of research which attempts to understand how consumption patterns are related to consumers’ characteristics, its applications in advertising, as well as consumer well-being. By using a dataset containing more than 1 million transactions recorded over a period of 12-months, the thesis demonstrates the value of the digital footprint in the form of bank transactions for enriching our understanding of key questions in consumer research, underpinned by the theory of self-congruity. This thesis combines methods from computational social science with personality psychology to test research questions on consumer preferences. Two components of the thesis focused on the predictive utility of transaction records in inferring consumer attributes with which to personalise advertising, as well as the use of transaction records in examining self-congruence in overall consumption patterns and its relationship with happiness. Through five empirical studies, this work suggests that consumer attributes such as age and financial distress can be reliably inferred from consumption patterns reflected in transaction records (Chapter 3 and 5). The inferred age can be used to personalise advertisements in order to increase their appeal (Chapter 4). Using an objective measure of self-congruence in overall consumption pattern computed from transaction records and panel ratings, the thesis shows that individuals differ in their tendency to spend in a way that is congruent with their personality based on their levels of materialism and financial distress (Chapter 6). As the most important predictor of self-congruent spending, financial distress moderates the relationship between self-congruent spending and happiness (Chapter 7). These findings contribute insights into how consumption patterns are related to consumer attributes and usefulness for personalisation in marketing, as well as policy recommendations for improving well-being by targeting consumption patterns in financially distressed individuals. In addition, this thesis also showcases the value of machine learning and large-scale behavioural field data in the study of consumer psychology. Privacy and ethical concerns surrounding automated profiling and microtargeting are also cautioned

From green to ethical consumers: What should you change in your advertisement to motivate them to buy ethical products?

This article introduces a two-dimensional model that aims to capture the complexity of motives of contemporary ethical consumers. The framework identifies four broad motivations for ethical consumption: Self-actualization, Hedonic, Conformity and Self-Orientation. To illustrate how the framework may be used, we present the results of two exploratory studies; the first examining the motivations of self-identifying ethical consumers (173 consumers from 27 nationalities), and the second analysing the primary motivating message of a set of 23 advertisements for ethical products from eight different countries. Our results indicate that while all four categories of motivation are salient to consumers, advertisers in our sample tended to focus their message on only one category of motivations (selfactualization)

Perceptions of effectiveness of celebrity endorsed advertisements among Egyptian consumers

The main purpose of this study is to investigate consumer attitudes regarding celebrity endorsement in different types of media in Egypt, and presents guidance to advertising specialists and creators to enhance the value of celebrity-based advertising. The study was based on an empirical research approach, which used a convenience sample of 355 respondents, drawn from different age groups, educational level, income level and residential areas. The data was analyzed by a variety of statistical techniques, such as Descriptive analysis, Frequency analysis, t-Test, and ANOVA. The main findings revealed that Egyptians respondents were in general interested in celebrity endorsement advertisements, as the majority of them admitted its attractiveness; however, they did not find it enough convincing in terms of purchasing behavior. The study recommended reconsidering the use and choice of celebrities in advertising within the context of the Egyptian culture. The study also recommends further research to investigate this issue in more depth in Egypt. The study suggested some other recommendations in light of the findings