The Role of Schema Salience in Ad Processing and Evaluation

Advertising grids such as the Rossiter-Percy grid (Rossiter & Percy 1991, 1997) propose that brand-matching advertising is more effective than brand-mismatching advertising. However, for the match hypothesis to hold the brand schema needs to be salient in ad processing and evaluation. In this study we test how schema salience affects ad processing and evaluation. Two separate experiments were conducted, employing the same brand descriptions and ad scenarios. In the first experiment, the brand schema was made salient in ad processing, whereas in the second experiment the ad schema was made salient. In the first experiment brand(ad combinations were evaluated in line with the Rossiter-Percy advertising grid. If the brand schema was salient, consumers evaluated matching combinations of ad type and brand purchase motivation more favorably than mismatching combinations. In the second experiment, brand(ad combinations were evaluated in accordance with the existing ad schema. This implies that when the ad schema was salient, evaluations of brand(ad combinations were not affected by matches or mismatches between ads and purchase motivations for the brands.The two studies show that evaluation of brand(ad combinations depends on the schema that is salient at the time of information processing. Consequently, brand-matching advertising is effective only if consumers consciously relate ad information to brand knowledge, i.e., if the brand schema is salient in ad processing.advertising;advertising grid;brand perception;matching hypothesis;purchase motivation

The Effectiveness of Advertising Matching Purchase Motivation

Several authors have proposed frameworks to help advertisers predict and plan advertising effectiveness. Rossiter and Percy's advertising grid (1997) recommends that the ad appeal should match the purchase motivation or attitude base. They suggest that for utilitarian brands informational advertising is more effective than transformational advertising. Likewise, for hedonic brands transformational advertising is more effective than informational advertising. These recommendations were tested in an experiment with different products and different ads. Advertising effectiveness was measured by brand and ad evaluations.In contrast with Rossiter and Percy, we find that advertising that mismatches rather than matches the motivation for the brand is more effective. Our finding can be explained in two ways. Firstly, schema theory suggests that a moderate degree of incongruity between advertising and brand perceptions and unexpected but relevant information in the mismatching ad results in favorable evaluations, as compared with a matching ad. Secondly, research on attitudes and persuasion suggests that, if typical product category ads are associated with negative affect, the particular ad functions as a counterattitudinal message, which is more persuasive in the case of a mismatch rather than a match with the category ads. We find evidence for both explanations.advertising;advertising grid;brand perception;matching hypothesis;purchase motivation

Consumer confidence and the impact on retail output in the Netherlands

The paper provides a theoretical exposition of the different motives to save, i.e. not to spend. The structure of consumer confidence is described with the methodology of data (sources). It is followed by the re-estimation of the model of consumer confidence for both the 1972-1987 and the 1987-2000 periods. The actors investigate which specific motives to save are reflected in the identified components. The results are discussed and compared with other actors’ results. The model of firm output growth is specified by way of illustration in retail

The Role of Schema Salience in Ad Processing and Evaluation

Advertising grids such as the Rossiter-Percy grid (Rossiter & Percy 1991, 1997) propose that brand-matching advertising is more effective than brand-mismatching advertising. However, for the match hypothesis to hold the brand schema needs to be salient in ad processing and evaluation. In this study we test how schema salience affects ad processing and evaluation. Two separate experiments were conducted, employing the same brand descriptions and ad scenarios. In the first experiment, the brand schema was made salient in ad processing, whereas in the second experiment the ad schema was made salient. In the first experiment brand(ad combinations were evaluated in line with the Rossiter-Percy advertising grid. If the brand schema was salient, consumers evaluated matching combinations of ad type and brand purchase motivation more favorably than mismatching combinations. In the second experiment, brand(ad combinations were evaluated in accordance with the existing ad schema. This implies that when the ad schema was salient, evaluations of brand(ad combinations were not affected by matches or mismatches between ads and purchase motivations for the brands. The two studies show that evaluation of brand(ad combinations depends on the schema that is salient at the time of information processing. Consequently, brand-matching advertising is effective only if consumers consciously relate ad information to brand knowledge, i.e., if the brand schema is salient in ad processing

The Effectiveness of Advertising Matching Purchase Motivation

Several authors have proposed frameworks to help advertisers predict and plan advertising effectiveness. Rossiter and Percy's advertising grid (1997) recommends that the ad appeal should match the purchase motivation or attitude base. They suggest that for utilitarian brands informational advertising is more effective than transformational advertising. Likewise, for hedonic brands transformational advertising is more effective than informational advertising. These recommendations were tested in an experiment with different products and different ads. Advertising effectiveness was measured by brand and ad evaluations. In contrast with Rossiter and Percy, we find that advertising that mismatches rather than matches the motivation for the brand is more effective. Our finding can be explained in two ways. Firstly, schema theory suggests that a moderate degree of incongruity between advertising and brand perceptions and unexpected but relevant information in the mismatching ad results in favorable evaluations, as compared with a matching ad. Secondly, research on attitudes and persuasion suggests that, if typical product category ads are associated with negative affect, the particular ad functions as a counterattitudinal message, which is more persuasive in the case of a mismatch rather than a match with the category ads. We find evidence for both explanations

Big Data Health Care Innovations:Performance Dashboarding as a Process of Collective Sensemaking

Big data is poised to revolutionize health care, and performance dashboards can be an important tool to manage big data innovations. Dashboards show the progress being made and provide critical management information about effectiveness and efficiency. However, performance dashboards are more than just a clear and straightforward representation of performance in the health care context. Instead, the development and maintenance of informative dashboards can be more productively viewed as an interactive and iterative process involving all stakeholders. We refer to this process as dashboarding and reflect on our learnings within a large European Union–funded project. Within this project, multiple big data applications in health care are being developed, piloted, and scaled up. In this paper, we discuss the ways in which we cope with the inherent sensitivities and tensions surrounding dashboarding in such a dynamic environment. INTERNATIONAL REGISTERED REPORT IDENTIFIER (IRRID): RR2-10.2196/1677

The Electronic and Superconducting Properties of Oxygen-Ordered MgB2 compounds of the form Mg2B3Ox

Possible candidates for the Mg2B3Ox nanostructures observed in bulk of polycrystalline MgB2 (Ref.1) have been studied using a combination of Z-contrast imaging, electron energy loss spectroscopy (EELS) and first-principles calculations. The electronic structures, phonon modes, and electron phonon coupling parameters are calculated for two oxygen-ordered MgB2 compounds of composition Mg2B3O and Mg2B3O2, and compared with those of MgB2. We find that the density of states for both Mg2B3Ox structures show very good agreement with EELS, indicating that they are excellent candidates to explain the observed coherent oxygen precipitates. Incorporation of oxygen reduces the transition temperature and gives calculated TC values of 18.3 K and 1.6 K for Mg2B3O and Mg2B3O2, respectively.Comment: Submitted to PR