Believability and Attitudes toward Alcohol Warning Label Information: The Role of Persuasive Communications Theory

Based on tenets of persuasive communications theory, five recently proposed alcohol warning labels are examined for their differential impact on label believability and attitudes. While all warnings are rated as believable, the ones regarding birth defects and driving impairment are perceived to be significantly more believable than the others. In addition, persons with more favorable attitudes toward alcohol consumption tend to disbelieve specific instance hazards (e.g., birth defects, driving impairment and drug combination warnings), while disliking longterm risks of alcohol consumption and abuse (e.g., hypertension, liver disease, cancer and addiction warnings). Implications for public policy and researchers are discussed

Believability and Attitudes toward Alcohol Warning Label Information: The Role of Persuasive Communications Theory

Based on tenets of persuasive communications theory, five recently proposed alcohol warning labels are examined for their differential impact on label believability and attitudes. While all warnings are rated as believable, the ones regarding birth defects and driving impairment are perceived to be significantly more believable than the others. In addition, persons with more favorable attitudes toward alcohol consumption tend to disbelieve specific instance hazards (e.g., birth defects, driving impairment and drug combination warnings), while disliking longterm risks of alcohol consumption and abuse (e.g., hypertension, liver disease, cancer and addiction warnings). Implications for public policy and researchers are discussed

A Cross-National Comparison of Consumers\u27 Attitudes Toward Direct Marketing and Purchase Intention

Existing research indicates that attitudes toward the three elements of direct marketing (the source, mode, and response channel) influence consumers\u27 intentions to purchase directly marketed products. While research investigating attitudes and consumers\u27 response has been conducted in the U.S., there has been no research to date which examines attitude structures and purchase intentions towards direct marketing in a multi-country setting, in spite of the standardized global efforts of direct marketeers. This study presents findings on attitude structures regarding direct marketing for three affluent open markets, the U.S., Singapore, and the Netherlands and empirically investigates the relationships between these consumers\u27 attitudes toward the three elements of direct marketing and purchase intentions

Advertising Beliefs and Attitudes: Are Students and General Consumers Indeed Different?

Studies of advertising beliefs and attitudes are crucial because these measures are shown to affect brand attitudes and purchase intentions. Previous studies in this area used either student or general consumers samples; no comparisons were made between the two groups. Therefore, it is not known whether and to what extent responses of student samples are likely to differ from those of general consumers. Differences would indicate that the two segments view advertising dissimilarly. However, by applying covariance structure analysis on a sample of students and a sample of general consumers from India, our study found no significant differences between them in their beliefs toward advertising in general, attitudes toward the institution of advertising, attitudes toward the instrument of advertising, or attitudes toward advertising in general

Marketing as a means to transformative social conflict resolution: lessons from transitioning war economies and the Colombian coffee marketing system

Social conflicts are ubiquitous to the human condition and occur throughout markets, marketing processes, and marketing systems.When unchecked or unmitigated, social conflict can have devastating consequences for consumers, marketers, and societies, especially when conflict escalates to war. In this article, the authors offer a systemic analysis of the Colombian war economy, with its conflicted shadow and coping markets, to show how a growing network of fair-trade coffee actors has played a key role in transitioning the country’s war economy into a peace economy. They particularly draw attention to the sources of conflict in this market and highlight four transition mechanisms — i.e., empowerment, communication, community building and regulation — through which marketers can contribute to peacemaking and thus produce mutually beneficial outcomes for consumers and society. The article concludes with a discussion of implications for marketing theory, practice, and public policy

Suggestions For Manipulating and Measuring Involvement in Advertising Message Content

Given the recent interest in the theoretical predictions of many involvement-driven frameworks applied in advertising (e.g., the ELM, the Aad model), successfully manipulating and measuring involvement in advertising content is of great importance. Our paper seeks to aid researchers developing their own manipulations and measures of advertising involvement by providing an operational example of manipulated involvement in advertising content. Direct manipulation checks of the manipulated ad involvement condition are provided that successfully meet the requirements of a unidimensional, reliable, and valid measure of advertising content involvement. Implications for those attempting to measure involvement in advertising research are provided

Understanding Cross-Cultural Student Perceptions of Advertising in General: Implications for Advertising Educators and Practitioners

The purpose of our study is to present a cross-cultural comparison of student perceptions toward advertising in general. While there exists considerable research on U.S. students\u27 responses to predetermined statements about advertising in general, a decided lack of research exists regarding international students\u27 thoughts about advertising in general. Therefore, 553 undergraduate students from the United States, New Zealand, Denmark, Greece, and India were sampled for their thoughts about advertising in general. Results indicate significant differences across countries on self-generated thoughts regarding advertising\u27s functions, practices, affective responses, the industry, and advertising users. Implications of findings for advertising educators and practitioners are provided

The Influence of Retail Store Environment On Brand-Related Judgments

Theories of schematic, or representational, thinking posit that schema congruity and incongruity direct people\u27s evaluative, inferential, and action processes. However, to date research has not provided a test of schema (in)congruity theory for important environmental cues, such as the effect of retail store environment on brand judgments. Within the framework of schema (in)congruity, this paper tests the effects of retail store environment on brand judgments. Empirical evidence in support of the congruity theory, theoretical implications of the findings, and directions for future research are provided

A Cross-Cultural Comparison of Consumer Ethnocentrism in the United States and Russia

An important contribution to consumer research has been the development and international application of the CETSCALE, measuring consumer ethnocentrism. A study extends this contribution by comparing the CETSCALE\u27s psychometric properties and mean values between the US and Russia, a country for which relatively little consumer research exists. Results from both countries support the scale\u27s unidimensionality, reliability, discriminant and nomological validity. As predicted, the US sample had a significantly greater mean value on the CETSCALE than the Russian sample. The Russians had significantly more favorable beliefs and attitudes toward foreign products than the US. Implications for future research are provided

A Framework for Conceptualizing and Measuring the Involvement Construct in Advertising Research

Adequately conceptualizing and measuring the involvement construct Has been one of the most controversial topics in advertising research. This task is especially important given the many involvement-driven frameworks (e.g., the elaboration likelihood model) now being advanced in advertising. The present study proposes a framework that closely scrutinizes the involvement constructs antecedents, state properties, measures, potential confounds, and consequences. Four emerging research streams in involvement are presented in the context of the framework. Implications for researchers attempting to manipulate and measure involvement in experimental advertising research are provided