Advertising repetition and complexity of digital signage advertisements: simplicity rules!

Digital signage is probably the most skyrocketing advertising medium of the moment, since the LCD-screens are almost impossible to avoid in everyday life for consumers, while few academic research is present to explore the potential of this medium. An experiment (3x2x4) was conducted to test the role of the intensity of complexity (simple/moderate/complex), the dimension of complexity (visual/lexical) and the level of repetition (one/four/seven/ten exposures) on the attitude toward digital signage advertisements (Aad). The results indicate a significant influence of advertising complexity on Aad, where simple ads with a dominant visual component clearly work best

Intention superiority as a mechanism of the question-behavior effect

This paper investigates the mere measurement effect from an intention superiority perspective. Relying on the dynamic processes that characterize intention-related information in memory, the first study shows that a brand tied to an intention remains in a heightened state of activation until choice, after which it becomes inhibited. Competitive brands that are distracting from intention completion are inhibited prior to the completion of the intention. These changes in brand activation drive the mere measurement effect. Two additional studies show that intention superiority can explain findings that cannot be accounted for by traditional theoretical explanations, such as increased choice of the preferred brand after activation of a negatively evaluated brand and decreased choice of the preferred brand when consumers make two subsequent choices

A motivational account of the question-behavior effect

To explain the question-behavior effect, that is, the effect of answering an intention question on subsequent behavior, this article takes on a motivational perspective and proposes that answering an intention question automatically activates an intention. The activation of this motivational state influences subsequent brand choices due to changes in brand accessibilities. Three studies provide support for the assumption that responding to an intention question affects brand choices through a motivational mechanism, such that (1) answering an intention increases the accessibility of motivation-related information and decreases the accessibility of motivation-competing information which increases the choice for the intentionrelated brand; (2) intention completion temporarily reverses the foregoing accessibility patterns, instigating a reversal of the brand choices for an immediate, second brand choice; and (3) the changes in brand accessibilities and thus the behavioral effect persist as the delay between the intention question and brand choice occasion increases until intention completion

Need for closure, gender and social self-esteem of youngsters

The present study focuses on social self-esteem of youngsters (i.e. esteem derived from approval of others), a widespread, important pursuit of youngsters in modern society. More specifically, we explored the relationship between social self-esteem on the one hand, and an individual difference measure, Need for Closure, and gender on the other hand. Results show that NFCL and gender significantly relate to social self-esteem values like eagerness for approval and tranquility, achievement pressure and competence orientation, individualism, independency and appearance mindedness. NFCL and gender also affect youngster's social esteem related self-images. In addition, interesting interaction effects were identified. Limitations and directions for future research are suggested. Keywords: Need for Closure, Values, Self-Image, Gender, Social Self-Esteem

Co-branding in advertising: the issue of product and brand-fit

Three studies are conducted to investigate co-branding in advertising by manipulating product and brand fit. Polarity of brand images (positive or neutral) and the type of ad processing (top-down versus bottom up) were also taken into account. The results show that either product or brand fit is sufficient to produce positive attitudes towards the core brand in case of a high image core brand. However, these results do not hold for core brands with a neutral image. In that case, brands better team up with a brand possessing high product fit and/or a positive image instead of a similar image

Different positive feelings leading to different ad evaluations: the case of coziness, excitement and romance

This study contributes to the debate about the valence-based versus the multi-dimensional views of feelings. By conducting an experiment using 317 subjects, we compared the differential impact of three different positive feelings on ad effectiveness. Support for the multi-dimensional view of feelings was found in the sense that ad- and context-evoked coziness, excitement and romance had a different impact on attitudes to ads. Moreover, in the area of context effects further support for the multi-dimensional view of feelings was found: the exciting, the romantic and the cozy ads scored best after recounting a feeling-congruent story

Healthy or unhealthy slogans: that's the question...

The present study focuses on social self-esteem of youngsters (i.e. esteem derived from approval of others), a widespread, important pursuit of youngsters in modern society. More specifically, we explored the relationship between social self-esteem on the one hand, and an individual difference measure, Need for Closure, and gender on the other hand. Results show that NFCL and gender significantly relate to social self-esteem values like eagerness for approval and tranquility, achievement pressure and competence orientation, individualism, independency and appearance mindedness. NFCL and gender also affect youngster's social esteem related self-images. In addition, interesting interaction effects were identified. Limitations and directions for future research are suggested. Keywords: Need for Closure, Values, Self-Image, Gender, Social Self-Esteem