41 research outputs found

    Predicting Volunteers' Intention to Return: An Examination of Brand Personality, Prestige, and Identification of Sporting Events

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    The purpose of this study was to examine the relationship among four variables: brand personality traits, prestige of a sporting event, brand identification, and individuals' intention to return to volunteer for future sporting events. Five personality traits were included in the study: sincerity, excitement, competence, sophistication, and ruggedness. A proposed conceptual model was developed and tested with a sample of volunteers at the 2010 FIFA World Cup in South Africa. Two hundred twenty-four individuals participated in a self-administered questionnaire during the event. Results from structural equation model analysis showed that three brand personality dimensions—sincerity, competence, and sophistication—were associated with individuals' prestige of the sporting event. Furthermore, event prestige positively influenced brand identification, which had a positive impact on volunteers' intention to return for volunteering

    Message assertiveness and price discount in prosocial advertising: differences between Americans and Koreans

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    Purpose Prosocial advertisers widely use assertive messages to encourage prosocial attitudes and behaviors, but ironically, assertive messages may cause reactance. By applying cultural theories and the reciprocity principle, this study aims to observe whether consumers’ responses to assertive messages hold across culturally different audiences (Americans vs South Koreans) and different consumption situations (price discount vs no discount). Design/methodology/approach American and Korean participants take part in three experimental studies examining the interactions of nationality, price discounts and assertive messaging for influencing consumer responses, first to a prosocial ad encouraging recycling (Study 1), the second for a campaign requesting donations for disadvantaged children (Study 2) and the third to prosocial messages encouraging water conservation (Study 3). Findings The three experiments strongly support the moderating role of price discounts and cultural backgrounds in the persuasiveness of assertive prosocial messages. American consumers generally dislike assertive messages, but feel reciprocal obligations if marketers include price discounts, whereas South Korean consumers accept both assertive and nonassertive messages without resistance, and discounts have no effects on persuasion. Research limitations/implications The findings make two key contributions to the literature and to prosocial advertising practices. First, although many corporations have adopted philanthropic strategies, few researchers have examined how specific consumption contexts determine the effectiveness of prosocial persuasion. The findings show how price discounts and message framing potentially alter the effectiveness of prosocial messages across Eastern and Western cultures. Second, assertive language evokes reactance, but the findings suggest that reactive responses to prosocial advertising are culture-specific. Practical implications International nonprofit organizations and brands using philanthropic strategies might use the guidelines of this study for tailoring strategic, practical prosocial messages that will appeal to consumers from diverse cultural backgrounds. In particular, pro-environmental and charity campaigns targeting North American or Western European populations may consider bundling discounts into promotions to evoke reciprocity. Originality/value Findings provide novel implications for social marketers regarding on how to couple message assertiveness and price discounts to maximize the success of prosocial messages in different cultures

    A multicenter phase II study of everolimus in patients with progressive unresectable adenoid cystic carcinoma

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    BACKGROUND: The aim of this study was to examine the efficacy and safety of everolimus in patients with progressive unresectable adenoid cystic carcinoma (ACC). METHODS: Histologically confirmed ACC patients with documented disease progression within 12 months prior to the study entry were eligible. Everolimus was given at a dose of 10 mg daily until progression or occurrence of unacceptable toxicities. The primary endpoint was a 4-month progression-free survival (PFS). RESULTS: A total of 34 patients were enrolled. The 4-month PFS probability was 65.5% (95% one-sided confidence interval [CI], 47.7 to infinity). Median PFS duration was 11.2 months (95% CI, 3.6 to 15.8). Complete or partial response was not achieved. Twenty-seven (79.4%, 95% CI, 63.2 to 89.6) patients showed stable disease (SD). Tumor shrinkage within SD criteria was observed in 15 patients (44.1%) and SD lasting 6 months was observed in 13 patients (38.2%). Four patients had disease progression. Among the 18 patients with both pre- and post-treatment (at 8 weeks) FDG-PET scans available, 8 patients (44.4%) showed a partial metabolic response, defined as a ≥25% reduction in maximum standardized uptake values (SUVmax). The most common adverse events were stomatitis, anemia, asthenia, and leukopenia. No unexpected everolimus related toxicities were reported. CONCLUSIONS: Everolimus showed promising efficacy and good tolerability in progressive unresectable ACC. TRIAL REGISTRATION: ClinicalTrials.gov identifier, NCT0115284

    Comparison of carnivore, omnivore, and herbivore mammalian genomes with a new leopard assembly.

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    BACKGROUND: There are three main dietary groups in mammals: carnivores, omnivores, and herbivores. Currently, there is limited comparative genomics insight into the evolution of dietary specializations in mammals. Due to recent advances in sequencing technologies, we were able to perform in-depth whole genome analyses of representatives of these three dietary groups. RESULTS: We investigated the evolution of carnivory by comparing 18 representative genomes from across Mammalia with carnivorous, omnivorous, and herbivorous dietary specializations, focusing on Felidae (domestic cat, tiger, lion, cheetah, and leopard), Hominidae, and Bovidae genomes. We generated a new high-quality leopard genome assembly, as well as two wild Amur leopard whole genomes. In addition to a clear contraction in gene families for starch and sucrose metabolism, the carnivore genomes showed evidence of shared evolutionary adaptations in genes associated with diet, muscle strength, agility, and other traits responsible for successful hunting and meat consumption. Additionally, an analysis of highly conserved regions at the family level revealed molecular signatures of dietary adaptation in each of Felidae, Hominidae, and Bovidae. However, unlike carnivores, omnivores and herbivores showed fewer shared adaptive signatures, indicating that carnivores are under strong selective pressure related to diet. Finally, felids showed recent reductions in genetic diversity associated with decreased population sizes, which may be due to the inflexible nature of their strict diet, highlighting their vulnerability and critical conservation status. CONCLUSIONS: Our study provides a large-scale family level comparative genomic analysis to address genomic changes associated with dietary specialization. Our genomic analyses also provide useful resources for diet-related genetic and health research

    The Effect of Program Genre on Modes of Media Multitasking and Ad Processing

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    Despite many studies on the effect of MM on advertising, previous studies on MM considered MM a homogenous phenomenon. Further, whether and how media-related factors predict different modes of MM and how this behavior affects ad processing has been unknown. To fill this gap, the purpose of this study was to examine (a) the effect of program-genre on the occurrence of different modes of media multitasking (MM; utilitarian MM vs. hedonic MM) and (b) how different modes of MM influence the way viewers process ads on the primary screen (i.e., computer screen). A lab-based experiment yielded data for testing the hypotheses. The findings suggest that findings suggest that MM can be classified into two distinct modes: utilitarian MM and hedonic MM. Further, the findings show that participants who watched the sitcom tended to engage in a higher amount of utilitarian MM than those who watched the suspenseful drama; however, both groups engaged in a comparable amount of hedonic MM. The findings also indicate that participants who watched the sitcom demonstrated a lower level of ad memory than those who watched the suspenseful drama. The current study provides meaningful theoretical implications. Further, this study provides useful implications for advertising practitioners and marketers

    Volunteer age, job satisfaction, and intention to stay

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    Slow versus fast: how speed-induced construal affects perceptions of advertising messages

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    Marketing communications often feature objects that move slowly or rapidly, or images appearing in slow or rapid succession. This article provides a report of results of four studies investigating consumer perceptions and construal arising from the pace of commercials, which then affects consumer decision making. Studies 1 and 2 provide empirical evidence showing that TV commercials featuring slow-moving (fast-moving) objects will prompt high level (low-level) construal, and cause consumer preferences for desirability (feasibility) advertising appeals that emphasize product benefits (attributes). Studies 3 and 4 alters the running speed of TV commercials and demonstrate the same results with quality (price) advertising appeals: that is, when TV commercials are run slowly (rapidly), consumers prefer desirability (feasibility) advertising appeals that emphasize quality (price). Theoretical and practical implications for the effects of speed perceptions in the marketplace are discussed
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