Comparative Advertising in the Global Marketplace: The Effects of Cultural Orientation on Communication

This research examined the efficacy of one type of communication strategy, comparative advertising, in communicating product superiority to consumers across different cultures. In individualist cultures such as the United States, comparative advertising that highlights the superiority of the target brand is seen as more effective. However, in collectivist cultures such as Thailand, comparative advertising that highlights the similarity between brands is more likely to be effective. In addition, comparative advertising was more believable for unfamiliar brands in individualist cultures whereas comparison for familiar brands was more believable in collectivist cultures.http://deepblue.lib.umich.edu/bitstream/2027.42/39712/3/wp328.pd

Comparative Advertising in the Global Marketplace: The Effects of Cultural Orientation on Communication

This research examined the efficacy of one type of communication strategy, comparative advertising, in communicating product superiority to consumers across different cultures. In individualist cultures such as the United States, comparative advertising that highlights the superiority of the target brand is seen as more effective. However, in collectivist cultures such as Thailand, comparative advertising that highlights the similarity between brands is more likely to be effective. In addition, comparative advertising was more believable for unfamiliar brands in individualist cultures whereas comparison for familiar brands was more believable in collectivist cultures.

Call for papers for a special issue in Journal of Consumer Psychology: “Emotion, self, and identity: Implications for and consequences of consumer behavior”

Peer Reviewedhttps://deepblue.lib.umich.edu/bitstream/2027.42/141503/1/jcpy1.pd

Exploring Message Framing Outcomes When Systematic, Heuristic, or Both Types of Processing Occur

Mixed findings have emerged in message framing studies, even when such studies employ the same general type of framing, such as goal framing. This article attempts to show that by ex-tending the heuristic–systematic model-based explanation of message framing effects to incor-porate conditions that may prompt both systematic and heuristic processing, this theory may accommodate some of the aberrant findings. The research reported shows that by varying a message issue’s risky implications and its personal relevance, 2 factors that potentially influ-ence the type of processing people employ, systematic, heuristic, or concurrently both types of processing were evoked and influenced people’s judgments, causing alternative patterns of message framing effects to occur. The results offer insight into how each of these types of pro-cessing can affect message framing outcomes, and they imply that certain seemingly aberrant findings in the literature can be reconciled with this extended theory. There is growing agreement that different mechanisms ac-count for alternative types of message framing effects, such as those produced by risky choice, attribute, and goal framing (for a discussion of these distinctions, see Levin, Schneider, &amp

Mapping Attitude Formation as a Function of Information Input: Online Processing Models of Attitude Formation

Peer Reviewedhttps://deepblue.lib.umich.edu/bitstream/2027.42/141742/1/jcpy21.pd

Hedonism versus accuracy: the influence of motivation and affect on the evaluation of multiple gains and losses

The perceived value of multiple gains and losses may be influenced by a perceiver's goals or affective state. In this research, insights from prospect theory were combined with the heuristic-systematic model to shed light on the information-processing strategies that underlie motivated and affect-related preference formation in the context of valuating multiple gains and losses. Specifically, findings from two experiments examine the influence of motivation and affect on preferences for segregated versus integrated gains and losses. In the first experiment—consistent with hypotheses—accuracy motivation was found to induce systematic processing for gains. The mixed results in the loss condition are explained with the influence of negative affect. Overall, the evidence supports the notion that people's value functions might be more flexible than predicted by prospect theory, depending on people's current goals. The second experiment substantiates these findings, identifying the influence of negative versus positive affect on the valuation of gains and losses. The results suggest that mood-management determines information processing and preferences depending on the congruence of the valence of affect (e.g. negative such as sadness) and the valence event (e.g. a positive event such as a gain). From a managerial perspective these studies add to practical knowledge on price communication, bundling, surcharges, or sequences of payments. When setting prices, salaries or other compensation schemes managers should consider whether their target group tends to be more accuracy or more feeling motivate

The Effects of Self-Construal and Commitment on Persuasion

Past research examining the effect of self-construal on persuasion has shown that advertising appeals that are consistent with consumers' chronically accessible (chronic) self-construal as well as appeals that are consistent with the temporarily accessible (latent) self-construal are both persuasive. In two studies, we identify brand commitment as a moderating variable that determines the effectiveness of appeals consistent with the consumers' chronic or latent self-construal. Under high commitment, appeals consistent with the chronic self-construal were more effective. In contrast, under low commitment, appeals consistent with the primed (independent or interdependent) self-construal were more effective. These findings were robust across independent and interdependent self-construal contexts. (c) 2005 by JOURNAL OF CONSUMER RESEARCH, Inc..

Motivated Reasoning in Outcome-Bias Effects

In this research, we examine the conditions under which outcomes bias judgments, and we provide insights on the processes underlying such bias effects. A series of three studies identified motivated reasoning as a major determinant of when outcomes would bias judgments. The processes underlying outcome bias effects also varied depending on the motivational goal. Accuracy goals minimized outcome bias based on objective elaboration. Defense goals enhanced outcome bias by promoting selective processing of the outcome when it was preference consistent. Finally, impression goals increased the perceived diagnosticity of outcomes and biased the subsequent systematic processing resulting in outcome-biased judgments. (c) 2005 by JOURNAL OF CONSUMER RESEARCH, Inc..