Sexual imagery in advertising: issues in consumer motivational processes

Grounded in Self Determination Theory (Deci and Ryan 1985a; 2000), the purpose of this thesis is to investigate the unintentional and pernicious effects of sexual imagery in advertising on life aspirations, situational motivation for consumption, satisfaction with basic needs, state self-esteem and body image (dis)satisfaction while accounting for the mediating effects of the individual differences variables: contingent self-esteem, general causality orientations and sexual liberalism. Results from two laboratory experiments test the hypotheses. Data were collected via a series of quasi-experiments utilizing a 2 x 4 full factorial design; gender served as a 2-level quasi-experimental variable and nudity as a 3-level experimental variable (nude, semi-nude, clothed) with a product-only condition as the control condition. The experimental stimuli comprised 16 advertisements utilizing products relevant to sexual imagery (Vodka, Whiskey, Wrist watches, Jeans and Perfumes). Before exposure to the experimental stimuli, participants were asked to complete the individual differences questionnaires, and after exposure to the experimental stimuli, participants were asked to complete the questionnaire comprising the outcome variables and basic demographic information. The results provide counter-intuitive information about the function of sexual imagery across increasing levels of nudity and across genders. The original hypotheses about the directionality of effects hold only partially. Individuals exhibit mixed results regarding the effects in aspirations (study 1 and study 2), the situational motivation for consumption is not found to differ across conditions (study 1 and 2), state self-esteem and body image (dis)satisfaction show indications compensatory mechanisms but only for study 1. In study 2 sexual imagery impacts the satisfaction with basic needs. Females are more pre-occupied with image, meaningful relationships and health (study 1 and study 2) while men are more preoccupied with fame (study 1). Females also exhibit lower state self-esteem (study 1) and lower body satisfaction (study 1). Taken together the results indicate that the negative effects of sexual imagery can be offset by conscious image processing, autonomous self-determination and other defensive strategies. Finally, differences between advertising conditions of nudity may be susceptible to arousal and mating profile effects

Sexual imagery in advertising: issues in consumer motivational processes

Grounded in Self Determination Theory (Deci and Ryan 1985a; 2000), the purpose of this thesis is to investigate the unintentional and pernicious effects of sexual imagery in advertising on life aspirations, situational motivation for consumption, satisfaction with basic needs, state self-esteem and body image (dis)satisfaction while accounting for the mediating effects of the individual differences variables: contingent self-esteem, general causality orientations and sexual liberalism. Results from two laboratory experiments test the hypotheses. Data were collected via a series of quasi-experiments utilizing a 2 x 4 full factorial design; gender served as a 2-level quasi-experimental variable and nudity as a 3-level experimental variable (nude, semi-nude, clothed) with a product-only condition as the control condition. The experimental stimuli comprised 16 advertisements utilizing products relevant to sexual imagery (Vodka, Whiskey, Wrist watches, Jeans and Perfumes). Before exposure to the experimental stimuli, participants were asked to complete the individual differences questionnaires, and after exposure to the experimental stimuli, participants were asked to complete the questionnaire comprising the outcome variables and basic demographic information. The results provide counter-intuitive information about the function of sexual imagery across increasing levels of nudity and across genders. The original hypotheses about the directionality of effects hold only partially. Individuals exhibit mixed results regarding the effects in aspirations (study 1 and study 2), the situational motivation for consumption is not found to differ across conditions (study 1 and 2), state self-esteem and body image (dis)satisfaction show indications compensatory mechanisms but only for study 1. In study 2 sexual imagery impacts the satisfaction with basic needs. Females are more pre-occupied with image, meaningful relationships and health (study 1 and study 2) while men are more preoccupied with fame (study 1). Females also exhibit lower state self-esteem (study 1) and lower body satisfaction (study 1). Taken together the results indicate that the negative effects of sexual imagery can be offset by conscious image processing, autonomous self-determination and other defensive strategies. Finally, differences between advertising conditions of nudity may be susceptible to arousal and mating profile effects

Examining the individual and combined effects of questionnaire-design factors that influence the voluntary disclosure of private information by consumers to commercial organisations

The impetus of this research is to examine how different presentation techniques of data-capturing questionnaires influence the amount of voluntary disclosures of private information by consumers to commercial organisations. The research focused on the interaction of three concepts, namely comparative nature (Acquisti, John and Lowenstein, 2012) dyadic relationships (Zimmer et al., 2010), and question sequences (Moon, 2000; Acquisti, John and Lowenstein, 2012). This research incorporated a 3x3x3 matrix based on the three respective conditions of the above concepts, thereby generating 27 different conditions -each of which reflected a unique presentation of the questionnaire. A quasi-experimental survey- based design was incorporated for the testing of each of these conditions and their influence towards overall actual disclosure of information. Additionally, a pre-test study was utilised for identifying reliable measurements of overall actual disclosure while informing the design of the questionnaire based on the question sequence concept. This approach represents the first attempt at examining the synergistic behaviour of concepts that influence the presentation of data-capturing questionnaires; their comparison with the individual employment of each concept in terms of their influence on overall actual disclosure; as well as the examination of how each of these conditions influences the cognitive processes of individuals that lead them to disclosures of private information. This approach was complemented by analyses that sought to confirm the high-level conditions of each concept (H1), while deductively verifying previous claims by other academics and building upon their work (H3). Results provided confirmation of certain synergistic behaviours of concepts that increase overall actual disclosure, while pinpointing specific combinations that lead to abstention from information disclosures. Certain counterintuitive findings were also present and were addressed through a closer examination of previous research and a cross-examination of this Thesis’ hypotheses

Food Choice Questionnaire (FCQ) revisited. Suggestions for the development of an enhanced general food motivation model

Recognising the need for a more statistically robust instrument to investigate general food selection determinants, the research validates and confirms Food Choice Questionnaire (FCQ's) factorial design, develops ad hoc a more robust FCQ version and tests its ability to discriminate between consumer segments in terms of the importance they assign to the FCQ motivational factors. The original FCQ appears to represent a comprehensive and reliable research instrument. However, the empirical data do not support the robustness of its 9-factorial design. On the other hand, segmentation results at the subpopulation level based on the enhanced FCQ version bring about an optimistic message for the FCQ's ability to predict food selection behaviour. The paper concludes that some of the basic components of the original FCQ can be used as a basis for a new general food motivation typology. The development of such a new instrument, with fewer, of higher abstraction FCQ-based dimensions and fewer items per dimension, is a right step forward; yet such a step should be theory-driven, while a rigorous statistical testing across and within population would be necessary. © 2008 Elsevier Ltd. All rights reserved

Green consumption behavior antecedents: Environmental concern, knowledge, and beliefs

The present study adds to the evolving literature on green consumer behavior by examining through statistically robust methods the effect and interrelationships of the key constructs of environmental concern, consumer environmental knowledge, beliefs about biofuels, and behavioral intention (i.e., willingness to use and pay) in the context of biofuels. Data were collected through a survey of 1695 respondents. Hypotheses are based on a literature review and a pilot study, and the conceptual structural model developed is tested through structural equation modeling. Results show that concern for the environment has a positive and direct impact on environmental knowledge, beliefs, and behavioral intention. Also, demographics determine levels of concern for the environment and environmental knowledge. All constructs associate positively with one another delineating that the interdependencies between them are important when accounting for environmental behavior. Future research should validate present results with the use of cross-cultural samples and investigate whether environmental concern increases due to social desirability response bias. © 2014 Wiley Periodicals, Inc

Customer Information Management: Contemporary Issues of Privacy and Trust

Marketing evolution has shown that consumer information is vital for the profitability of modern organisations (Deighton, 1996; Graeff and Harmon, 2002, Acquisti, Brandimarte and Loewenstein, 2015). Through correct use of consumer information and the synthesis of big datasets, organisations are enabled to build customer loyalty while expanding their customer base through customised advertising, personalised products and individualised attention for customers (Bello-Orgaz et al. 2016; Dubey et al. 2016). Nevertheless, previous organisational practises revolved around the unconsented acquisition and use of customer information. The latter is an ethical matter currently tackled by data protection initiatives in the UK, Central Europe and the US (Midata and GDPR for UK and Central Europe; Cyber-Security Initiatives for US) in order to derive to sustainable solutions. Imperative to the process of sustainable development in regard to customer information management practises is the understanding of how customers perceive privacy as well as what factors can alleviate disclosure concerns through reciprocal information exchanges and the instilment of trust. Therefore, deeper understanding of how customer information is collected as well as how individuals perceive privacy that ultimately leads to engaging in or abstaining from information divulgence, is key

Customer Information Management: Theories and applications towards Sustainable Solutions

Customer information is essential for the profitability of businesses. Previous organisational practises revolved around the unconsented acquisition and use of customer information which is an ethical matter currently tackled by data protection initiatives in the UK, central Europe and the US in order to derive to sustainable solutions. Imperative to the process of sustainable development in regard to customer data management practises is the understanding of how customers perceive privacy as well as what factors can alleviate disclosure concerns through reciprocal information exchanges and the instilment of trust. This research focuses on factors that facilitate information divulgence by consumers to organisations by reviewing relevant literature that seek to understand the decision making of individuals when disclosing personal information to organisations as well as when providing consent for use of previously acquired information. This has the potential to sustainably streamline the delicate process of accumulation, use and sharing of customer information

Exploring interval valued scales: A comparison of scale attributes between interval valued and semantic differential scales

This paper explores Interval-Valued Scales (IVS) in a marketing research context and provides comparative results of an exploratory study between IVS and Semantic Differential Scales (SDS) comparing the scales using Preston and Colman’s (2000) scale attributes: i) Ease of use, ii) Speed of use, iii) Ability to precisely record desired answers, iv) Adequate expression of exact thoughts and feelings, v) Certainty/Uncertainty with personal answers and vi) Overall satisfaction with each scale

A comparison of scale attributes between interval-valued and semantic differential scales

This article presents the results of an exploratory study comparing interval-valued scales (IVSs) and semantic differential scales (SDSs). The article investigates consumer perceptions regarding specific scale attributes and utilizes a controlled, between-subjects, experimental pen-and-paper design to assess the preferences of respondents when using the IVSs and SDSs. The rationale of this comparison lies with the fact that the newly introduced IVS has a built-in mechanism that allows the direct capture of respondent uncertainty toward the asked question, a feature that is absent from the SDS and other widely used, single-point capturing scales in marketing research such as the Likert and Stapel. Results show that overall consumer preferences of the IVS and SDS are equal, although “speed of use” results favor the IVS. The consistency of respondent evaluations regarding the two scales may indicate their interchangeability in marketing research and opens up pathways for future exploration of IVSs for the accumulation of more reliable and robust results. The main contribution of the article is the introduction of a novel IVS, within the context of marketing, for collecting respondent answers while also directly capturing respondent uncertainty. Furthermore, this article adds to the discussion of consumer perceptions and preferences regarding different scales, scale development, and optimal rating scales that may lessen ambiguity for survey respondents and researchers