Communicating the Consequences of Early Detection:The Role of Evidence and Framing

Despite the enormous benefits of early-detection products, consumers are reluctant to use them. The authors explore this reluctance, testing alternative approaches to communicating the consequences of detection behaviors. The results suggest that anecdotal messages are more involving than statistical messages and that positive anecdotes (about gains from screening) are less persuasive than negative anecdotes (about the losses from failing to get screened); positive anecdotes appear to cause a “boomerang” effect. The authors discuss implications for promoting consumer risk-reduction behaviors

What Does Familiarity Breed? Complexity as a Moderator of Repetition Effects in Advertisement Evaluation

This article examines how consumers' attitudes toward advertisements are affected by their previous exposure to them. The results of our experiment suggest that the effects of exposure on ad attitudes may be moderated by the complexity of the advertisement: evaluations of complex ads become more positive with exposure, while those of simple ads do not. This finding may help explain why previous studies of ad exposure effects have yielded mixed results

To Err is Human? How Typographical and Orthographical Errors Affect Perceptions of Online Reviewers

Consumers increasingly rely on online product reviews when making purchase decisions. However, assessing the credibility of online reviewers presents consumers with unique challenges. This paper examines how consumer perceptions of reviewer credibility are influenced by the presence and type of textual errors in the review itself. The results of an online experiment indicate that consumers’ reactions to textual errors are moderated by their general trust in others. Low-trust consumers are relatively insensitive to textual errors in judging reviewer credibility. However, high-trust consumers are less forgiving of typographical errors (which may signal carelessness) than orthographical errors (which may indicate cognitive challenges). Implications for future research are discussed

Understanding Consumer Responses to Product Risk Information

Two experiments examine how message framing moderates consumer responses to product risk information. The findings suggest that contrary to an influential theory, consumers exposed to loss-framed messages exhibit a general aversion to product risk involving both short-term adverse effects and more permanent harm. In contrast, consumers exposed to gain-framed messages differentiate among different types of product risk. They essentially ignore temporary product risks but give considerable decisional weight to risks of permanent harm. This article discusses the implications of these findings for those who design and regulate promotional messages that contain product risk disclosures

When Consumer Behavior Goes Bad: An Investigation of Adolescent Shoplifting

Shoplifting is a troubling and widespread aspect of consumer behavior, particularly among adolescents, yet it has attracted little attention from consumer researchers. This article reports and interprets findings on the pervasiveness of shoplifting among adolescents, the characteristics that distinguish adolescent shoplifters from their nonshoplifting peers, and adolescents' views regarding the reasons for this behavior. Our findings contradict some popular stereotypes concerning the typical shoplifter and suggest some rethinking about adolescents' reasons for shoplifting

The Effect of Background Music on Ad Processing: A Contingency Explanation

Music is an increasingly prominent and expensive feature of broadcast ads, yet its effects on message reception are controversial. The authors propose and test a contingency that may help resolve this controversy. Experimental results suggest that message reception is influenced by the interplay of two musical properties: attention-gaining value and music-message congruency. Increasing audience attention to music enhances message reception when the music evokes message-congruent (versus incongruent) thoughts

Consumer Response to Drug Risk Information:The Role of Positive Affect

Risk disclosure is an essential element of the marketing of prescription drugs and other medical products. This study examines how consumers respond to verbal information about the frequency and severity of medical-product risks and how media-induced affect can moderate such responses. The study finds that consumers tend to overestimate the actual likelihood of adverse events described with words such as “common” or “rare” (compared with the probabilities such terms are typically intended to convey) and that consumers tend to give little weight to such probability language when forming product use intentions. However, consumers in positive media-induced moods seem to engage in more nuanced evaluation of product risk information, weighing both frequency and severity information and using such information to make inferences about other product attributes (e.g., product efficacy). These findings suggest that medical marketers and regulators need to devise more effective means of communicating risk probability to consumers and that positive mood induction (e.g., by placing advertisements in upbeat media environments) can enhance consumers' ability to process product risk information

The Effects of Background Music in Advertising: A Reassessment

Gorn's (1982) pioneering article on the effects of background music in advertising has spurred a significant controversy and inspired vigorous interest in the topic. Following the recommendation of Allen and Madden (1985), we conducted three experiments that attempted to replicate Gorn's results. Contrary to Gorn's findings, there was no evidence that product preferences can be conditioned through a single exposure to appealing or unappealing music

Heuristics and Biases in the Intuitive Projection of Retail Sales

Retail merchandise buyers are shown to exhibit a nonregressive bias when making sales projections. A quantitative model based on the principle of statistical regression is found to outperform the judgmental sales predictions of experienced buyers. Implications for the appropriate roles of intuitive and model-based decision making in retail merchandise buying are discussed

Can Self-Prediction Overcome Barriers to Hepatitis B Vaccination? A Randomized Controlled Trial

Objective: Hepatitis B virus (HBV) infection remains a serious public health problem, due in part to low vaccination rates among high-risk adults, many of whom decline vaccination because of barriers such as perceived inconvenience or discomfort. This study evaluates the efficacy of a self-prediction intervention to increase HBV vaccination rates among high-risk adults. Method: Randomized controlled trial of 1,175 adults recruited from three sexually transmitted disease clinics in the United States over 28 months. Participants completed an audio-computer-assisted self-interview, which presented information about HBV infection and vaccination, and measured relevant beliefs, behaviors, and demographics. Half of participants were assigned randomly to a “self-prediction” intervention, asking them to predict their future acceptance of HBV vaccination. The main outcome measure was subsequent vaccination behavior. Other measures included perceived barriers to HBV vaccination, measured prior to the intervention. Results: There was a significant interaction between the intervention and vaccination barriers, indicating the effect of the intervention differed depending on perceived vaccination barriers. Among high-barriers patients, the intervention significantly increased vaccination acceptance. Among low-barriers patients, the intervention did not influence vaccination acceptance. Conclusions: The self-prediction intervention significantly increased vaccination acceptance among “high-barriers” patients, who typically have very low vaccination rates. This brief intervention could be a useful tool in increasing vaccine uptake among high-barriers patients