Visual attention to advertising: The impact of motivation and repetition

Using eye-tracking data, we examine the impact of motivation and repetition on visual attention to advertisements differing in argument quality. Our analyses indicate that repetition leads to an overall decrease in the amount of attention. However, while at first high motivation subjects attend to the ad for a longer time than low motivation subjects, this effect of motivation disappears after two exposures. More specifically, our results suggest that the second exposure counts most. In contrast, the order in which the ad elements am attended to is unaffected by repetition and motivation. Yet, the number of ad elements that are skipped becomes larger as the number of exposures increases. Implications of our results for theories of advertising repetition are formulated

Brand advertising and brand sharing of alcoholic and non-alcoholic products, and the effects on young Thai people\u27s attitudes towards alcohol use: A qualitative focus group study

Introduction and Aims: The dominant Thai alcohol companies have strategically employed brand advertising and brand sharing (using a very similar branding for both alcoholic and non-alcoholic products) to circumvent restrictive alcohol advertising regulations. As empirical evidence confirms that exposure to alcohol advertisements increases youth drinking, young Thais could be at risk of constant and incidental exposure to alcohol advertising, hence leading to increased alcohol consumption. This study aims to explore young people\u27s perceptions of these alcohol branding strategies and to examine how exposure to such advertising strategies affect their attitudes towards alcohol use. Design and Methods: Seventy-two university students aged 20-24 years participated in 1.5-h semi-structured focus groups conducted in Bangkok and a peripheral province. Logos of two domestic alcohol brands were also used as part of projective techniques to elicit information. Thematic content analysis was used to analyse data. Results: Despite a range of alcoholic and non-alcoholic products under the same branding, participants associated the logos primarily with beer-the flagship product. Branding strategies seemed to successfully increase young people\u27s brand familiarity and affected their brand recognition and brand awareness. Participants had a high awareness of the alcohol companies\u27 commercial activities but regarded alcohol advertisements to be indifferent to advertisements of other ordinary products. Discussion and Conclusions: Brand advertising is a dynamic tool that affects young people\u27s attitudes towards the advertised brands and alcohol use. Due to early exposure to the brands, brand sharing increases brand familiarity and, among other factors, potentially affects drinking attitudes and purchase intentions

Role power dynamics within the bridal gown selection process

In this study, the researchers explore the decision-making process of brides when selecting their wedding dresses by examining the power of the significant people involved in the selection process. Within a framework of role theory and symbolic interactionism, qualitative data from an open-ended survey with 71 brides were collected online and analyzed. The interpretations revealed two main themes that explain how social power is determined and how different actors use bases of power to influence the selection of the wedding dress, when considered as a group decision. The six main categories further explained the bases of power used by the actors involved in the wedding dress selection process. This research extends the understanding of the bases of power and social roles in the specific context of the ritual of matrimony. Managerial implications are included for wedding retailers seeking to further understand the dynamics among family members during wedding preparations, so they can provide more effective guidance and support to the bride-to-be during the selling process. © 2018, The Author(s)

Behavioral Household Economics

International audienc