Consumer responses to creative advertising:a literature review

Purpose This chapter provides an overview of the state of knowledge about creative media advertising; choosing a novel medium that implicitly communicates the message. It explains what creative media advertising is and how it differs from other unconventional marketing communication formats. It addresses the theoretical mechanisms that explain how creative media affects consumers. Its final purpose is to review all the empirical findings about creative media advertising effects. Methodology/approach This chapter presents a systematic literature review of all the empirical research about creative media advertising that explicitly compares its effectiveness with traditional media advertising. The 11 reviewed articles with 16 experiments appeared between 2005 and 2015. Findings Overall creative media advertising generated positive evaluative outcomes (e.g., brand attitude) and behavior (e.g., word of mouth and sales). These effects were often mediated by a feeling of surprise and an increase in positive thoughts. It remains unclear whether creative media are perceived as persuasion attempts. Mixed findings exist for cognitive outcomes. Creative media advertising seems beneficial for creating strong brand associations, but brand memory might suffer from the technique if solving the link between the medium and the message takes away mental resources for the brand elements in the advertisement. Originality/value By reviewing all the literature about creative media advertising, the authors make recommendations for future research and for using creative media in practice. They emphasize potential boundary conditions and ideal circumstances of using creative media advertising

A multi-stakeholder approach to eHealth development: promoting sustained healthy living among cardiovascular patients

Background: Healthy living is key in the prevention and rehabilitation of cardiovascular disease (CVD). Yet, supporting and maintaining a healthy lifestyle is exceptionally difficult and people differ in their needs regarding optimal support for healthy lifestyle interventions.Objective: The goals of this study were threefold: to uncover stakeholders' needs and preferences, to translate these to core values, and develop eHealth technology based on these core values. Our primary research question is: What type of eHealth application to support healthy living among people with (a high risk of) CVD would provide the greatest benefit for all stakeholders? Methods: User-centered design principles from the CeHRes roadmap for eHealth development were followed to guide the uncovering of important stakeholder values. Data were synthesized from various qualitative studies (i. e., literature studies, interviews, think-aloud sessions, focus groups) and usability tests (i.e., heuristic evaluation, cognitive walkthrough, think aloud study). We also developed an innovative application evaluation tool to perform a competitor analysis on 33 eHealth applications. Finally, to make sure to take into account all end-users needs and preferences in eHealth technology development, we created personas and a customer journey.Results: We uncovered 10 universal values to which eHealth-based initiatives to support healthy living in the context of CVD prevention and rehabilitation should adhere to (e.g., providing social support, stimulating intrinsic motivation, offering continuity of care). These values were translated to 14 desired core attributes and then prototype designs. Interestingly, we found that the primary attribute of good eHealth technology was not a single intervention principle, but rather that the technology should be in the form of a digital platform disseminating various interventions, i.e., a 'one-stop-shop'.Conclusion: Various stakeholders in the field of cardiovascular prevention and rehabilitation may benefit most from utilizing one personalized eHealth platform that integrates a variety of evidence-based interventions, rather than a new tool. Instead of a one-size-fits-all approach, this digital platform should aid the matchmaking between patients and specific interventions based on personal characteristics and preferences.Cardiolog

A multi-stakeholder approach to eHealth development: Promoting sustained healthy living among cardiovascular patients

Background: Healthy living is key in the prevention and rehabilitation of cardiovascular disease (CVD). Yet, supporting and maintaining a healthy lifestyle is exceptionally difficult and people differ in their needs regarding optimal support for healthy lifestyle interventions. Objective: The goals of this study were threefold: to uncover stakeholders’ needs and preferences, to translate these to core values, and develop eHealth technology based on these core values. Our primary research question is: What type of eHealth application to support healthy living among people with (a high risk of) CVD would provide the greatest benefit for all stakeholders? Methods: User-centered design principles from the CeHRes roadmap for eHealth development were followed to guide the uncovering of important stakeholder values. Data were synthesized from various qualitative studies (i.e., literature studies, interviews, think-aloud sessions, focus groups) and usability tests (i.e., heuristic evaluation, cognitive walkthrough, think aloud study). We also developed an innovative application evaluation tool to perform a competitor analysis on 33 eHealth applications. Finally, to make sure to take into account all end-users needs and preferences in eHealth technology development, we created personas and a customer journey. Results: We uncovered 10 universal values to which eHealth-based initiatives to support healthy living in the context of CVD prevention and rehabilitation should adhere to (e.g., providing social support, stimulating intrinsic motivation, offering continuity of care). These values were translated to 14 desired core attributes and then prototype designs. Interestingly, we found that the primary attribute of good eHealth technology was not a single intervention principle, but rather that the technology should be in the form of a digital platform disseminating various interventions, i.e., a ‘one-stop-shop’. Conclusion: Various stakeholders in the field of cardiovascular prevention and rehabilitation may benefit most from utilizing one personalized eHealth platform that integrates a variety of evidence-based interventions, rather than a new tool. Instead of a one-size-fits-all approach, this digital platform should aid the matchmaking between patients and specific interventions based on personal characteristics and preferences

Read. Click. Comment.:Understanding the uses and effects of interactive features in digital magazines

Magazines are increasingly released and consumed on digital platforms such as laptops, tablet and smartphones. Most of these digital magazines replicate the appearance of well-established print magazine titles. Though, a vital difference between digital and print is that digital content can be enriched with interactive features, such as audiovisual content, hyperlinks, comment buttons, and search functions. This dissertation examines whether consumers actually use the interactive features placed in digital magazines, and the persuasive impact of these features on consumers’ attitudinal responses toward the magazine content. The four experiments in this dissertation lead to four important insights. First, this dissertation reveals that even though consumers do not use the interactive features in digital magazines very often, consumers still like the presence of the features in the magazine. Second, this dissertation demonstrates that consumers develop more positive attitudinal responses toward the magazine content (both editorial and advertising content) when it is enriched with interactive features. Third, the positive attitudinal responses can be explained by the activation of three psychological processes, namely perceived interactivity, social presence, and perceived surprise. These processes can be activated by the presence of an interactive feature; however, not every interactive feature activates the same underlying processes. Fourth, even though the mere presence of an interactive feature can already improve consumers’ attitudinal responses toward the magazine content, the strongest effects are realized when consumers have actually used the feature. It could therefore be profitable for magazine publishers to give consumers small incentives to stimulate use of the interactive features

The effects of the integration of external and internal communication features in digital magazines on consumers' magazine attitude

This study investigates the effects of external and internal communication features on consumers' digital magazine attitude, and the processes (i.e., perceived interactivity and social presence) underlying these effects. Both feature types enable communication between two or more people. Though, in the case of external communication features, the interactions take place outside the digital magazine (e.g., on Facebook), whereas in the case of internal communication features, the communication takes place inside the digital environment of the magazine. In a two-wave experiment with a 2 (external communication features: present/absent) × 2 (internal communication features: present/absent) between-subjects design, 192 participants were exposed to a digital tablet magazine in which the presence of interactive features was manipulated. The results show that digital magazines with either external or internal communication features are perceived as more interactive, which has a positive influence on consumers' digital magazine attitude. The findings also reveal that - in contrast to external - internal communication features have the ability to enhance feelings of social presence, another process through which digital magazine attitude is positively affected. So, internal communication features improve consumers' digital magazine attitude through two pathways (i.e., perceived interactivity and social presence), and external communication features only via one (i.e., perceived interactivity)

The impact of creative media advertising on consumer responses: Two field experiments

Contains fulltext : 231811.pdf (Publisher’s version ) (Open Access)Creative media (CM) advertising is an advertising strategy wherein a non-traditional medium is creatively used for advertising purposes. This novel advertising strategy is gaining marketers' interest; however, little is known about its persuasive effects on consumers' cognitive, affective and behavioural responses and the processes that underlie them. Therefore, to convey a genuine experience to consumers, two field experiments with a one-factor (advertising type: creative vs. traditional) between-subjects design were conducted within a supermarket context. Results showed that creative (vs. traditional) media ads not only improve consumers' affective and behavioural responses but also consumers' cognitive responses. Even though no mediations were found through perceived surprise or perceived persuasive intent, results do provide evidence for the notion that perceived humor and perceived value are the underlying mechanisms through which affective and behavioural responses to creative media advertising can be explained.20 p