Shy or sociable : introversion/extraversion and message recall

textPersonality research has long been an area of interest in the study of consumer behavior. Currently, common practice is to segment prospective audiences by demographic variables (age, gender, and race) instead of psychographics (values, attitudes, personality). In this research, the author investigates the relationship between personality type (introversion/extraversion) and message recall. Using 122 undergraduate and graduate students, recall was examined across two forms of stimulus (incongruent and congruent messages). Results indicated that while there is no relationship between personality type and message recall, there is a relationship between the frequency of advertising messaging and recall. Results are discussed individually by messaging frequency and personality type with further suggestions for future research.Advertisin

Five Seconds to the Ad: How Program-Induced Mood Affects Ad Countdown Effects

The study examines what effects a five second countdown warning will have on consumer’s attitudes towards the advertisement depending on the main program content. This study builds upon several theoretical models concerning program-induced moods in relation to viewer’s judgment to commercial advertisements. Findings from two studies suggest that program-induced mood systematically influences attitude toward the inserted ad with (vs. without) a five-second countdown: for the negative-affect program, attitude toward the ad was more positive when the ad was preceded by the countdown than when the ad was not preceded by the countdown. However, for the positive-affect program, attitude toward the ad was more negative when the ad was preceded by the countdown than when the ad was not preceded by the countdown. A similar interaction was found with purchase intent

In the mood for a commercial break? A model of consumer response to television commercials during sensitive news

Marketers decided to pull over $100 million worth of commercials from network, cable, local and syndicated TV outlets on the United States market in the first 48 hours of the 2003 Iraq war. Given this loss to advertisers and media, we looked at how consumers respond to commercials during wartime. Would they change their attitude towards products that are advertised during war coverage? Would they consider advertising during such coverage inappropriate? Consistent with previous mood theory study findings, the results suggest a positive relationship between the mood generated by the interest in the program content and support for advertisements during the program. We also found that factors influencing the mood induced by war coverage were support for the President’s decisions and for the war. These findings open the door to a completely new line of research on attitudes towards media contents. Future research could explore the relationship between political ideology of viewers and their mood when watching sensitive news content.advertising context, attitude toward commercials, interest in program content, mood theory, news.

Unpacking the Mediating Role of Brand Community Character on the Relationship Between Social Media Marketing Activities and Intention to Purchase Online

Whether it\u27s the latest news or details on a specific product, social media is being used as the go-to source for information in today\u27s digital age. Companies utilize social media marketing to spread the word about their products and spark online discussions. Brands with active online communities are more likely to see a rise in consumer interest and spending when consumers get familiar with such brands. Nowadays, people are more inclined towards doing business online than before. This study focuses on the impact of Pakistan\u27s automobile sector marketing efforts on social media and intention to purchase online. The use of customer-based brand equity and perceived brand community character as mediators. Furthermore, due to increase in online sales E-commerce quality is utilized as a moderator to comprehend the impact on the association between the company\u27s marketing efforts on the digital platforms and intention to purchase online. The Google form questionnaire yielded 398 replies by using a convenience sampling strategy. SPSS and Hayes Process Macro are utilized for data analysis. All hypothesis was accepted. The findings will aid automobile brand managers in understanding what to showcase in their online communities to achieve a positive brand outcome

Dynamic processes in the contingent valuation of an endangered mammal species

Reports experimental results involving 204 members of the public who were asked their willingness to pay for the conservation of the mahogany glider Petaurus gracilis on three occasions: prior to information being provided to them about the glider and other wildlife species; after such information was provided, and after participants had an opportunity to see live specimens of this endangered species. Variations in the mean willingness to pay are analysed. Concerns arise about whether information provision and experience reveal ‘true’ contingent valuations of public goods and about the choice of the relevant contingent valuation measure

From negative to positive: two-sided messages and the effect of involvement

Master of ScienceDepartment of Journalism and Mass CommunicationsCurtis B. MatthewsTwo-sided message research has often led to ambiguous findings due to several factors. The present study examines if the level of general involvement with the product category presented in the persuasive message influences whether or not the inclusion of unfavorable information can generate positive effects on source credibility, brand attitude, and behavioral intent. Past studies on the effects of involvement on sidedness failed to deliver clear results, due to vague operationalizations, irrelevant claims and message statements. A 3 (sidedness: one-sided, two-sided unrelated attributes, or two-sided related attributes) x 2 (involvement: low or high) factorial design was used for this study. Contrary to past research, this study indicates that two-sided messages have many facets. Although a main effect for two-sided messages over one-sided ones was present, findings indicate nearly all of the benefits associated with two-sided messages were due the relatedness of the negative information claim. Two-sided messages without relatedness of information performed no differently than the one-sided format

Threat appeals in public service announcements: Effects of message framing and relationship norms.

Threat appeals have been widely utilized in numerous types of public service announcements (PSAs), and previous research has focused on the impact of the inherent messages in these announcements. By examining the research on the effects of framing PSAs in terms of the threat of the message to oneself or others, we proposed a clear conceptualization of "threat-target framing." The first two studies addressed the direct effects of threat-target framing and found that other-oriented threat appeals can evoke more guilt than can self-oriented threat appeals. Moreover, self-oriented threat appeals can evoke more fear and immediately direct recipients’ attention to the smoker than can other-oriented threat appeals. Study 3 reported that a contextual factor-relationship norms-was introduced as a potential moderating factor. Results showed that relationship norms had the potential to moderate the effect of threat-target framing on recipients’ fear response, but not the effect on recipients’ guilt and coping response. In sum, the results highlighted the importance of message framing of advertising copies and the placement context. Our findings may be useful in understanding the antecedents of the persuasiveness of PSAs

A Case Study of Brand Associations for Yeezy Brand

Brands can thrive in the marketplace based on their ability to generate brand equity. Companies have utilized many techniques to gain brand equity with their consumers. One method that has been very popular has been co-branding. Branding literature explains that one way that brand equity is created is through brand associations. Brand associations are generated through a consumer\u27s direct and indirect experience with a brand. This research looked at a special case of co-branding in the form of the clothing line Yeezy. The purpose of this research is to better understand this special case of co-branding strategy by analyzing Yeezy using the Brand Concept Mapping (BCM) approach. The BCM approach is made up of three stages: elicitation, mapping, and aggregation. The first stage, elicitation, involved the researcher determining what associations consumers have about the Yeezy brand. The researcher completed this stage by surveying a sample to generate words they associate with the Yeezy brand. The survey was completed by158 participants and produced 62 words to describe the Yeezy brand. The mapping stage involved the researcher using the 62 words uncovered in the elicitation stage as a word bank for a convenience sample to generate individual concept maps about the Yeezy brand; this sample was made up of 57 participants who attend a southeastern university. Finally, in the aggregation stage, the researcher combined the 57 individual concept maps to create one consensus map for the Yeezy brand. Based on the new aggregation rules created by Böger et al. (2017) the researcher was able to create a consensus map featuring 7 first-order associations tied to the Yeezy brand: Kanye, expensive, Adidas, overrated, trendy, sneakers, athleisure

Institutional Framing and Entrepreneurship Capital in Uganda

Institutions are made up of formal (e.g., rules, laws, constitutions), informal (e.g., norms of behavior, conventions, self-imposed codes of conduct) constraints and their enforcement characteristics that define the incentive structure of societies and economies (North, 1994)