How the level of personalization affects the effectiveness of personalized ad messages: the moderating role of narcissism

Abstract

In this study, we examined the effects of two different levels of personalization strategies (individual-level vs. group-level) on consumers’ visual and attitudinal responses to personalized advertising. We further investigated the moderating role of recipients’ narcissism in the effect of personalization. Results show that individuals higher in narcissism paid greater and more frequent attention to ads personalized on an individual level than to those personalized on a group level, while individuals low in narcissism showed no such differences. Regarding attitudinal response, consumers with a high level of narcissism tended to have a more favourable attitude towards the individual-level personalized ad compared to those with a low level of narcissism, while consumers with a low level of narcissism tended to have a more favourable attitude towards the group-level personalized ad compared to those with a high level of narcissism. Theoretical and managerial implications are discussed.     

Magazine Advertising: Factors Influencing the Effectiveness of Celebrity Advertising

This study analyzes the differences in celebrity effectiveness in advertisements of different styles as well as the impact of source credibility. This study uses an experimental magazine to test nine fictional advertisements for three products with unreal brands and three advertising styles. The findings show that the advertising styles that generate the greatest effectiveness differ according to the product; the celebrities do not increase effectiveness, but when the respondents recognize the celebrity, effectiveness increases; and credibility influences affective and conative measures. The work also considers how celebrity-product pairings, the existence of negative celebrity information, and the familiarity with the celebrity affect the effectiveness.     

Owning and Operating a Destination Management Company

ABSTRACT

Attorneys are the top revenue category for the yellow pages and the yellow pages arc the most popular form of attorney advertising. We studied over 14,000 attorney yellow page ads from three cities including a detailed analysis of all display ads. We compared the advertising strategy used in attorney yellow page ads with the literature on the information consumers desire from attorney ads. This comparison of consumer desires with the actual advertising strategy used by attorneys in the marketplace led to several recommendations for improving attorney yellow page advertising.     

商品广告设计中的色彩视觉效果研究

在商品广告设计中,色彩起着十分重要的视感作用。通过对色彩视觉的特性、功能性、情感性三方面分析,了解色彩对人们视觉刺激的心理感应作用,及商品广告色彩运用的表现手法和视觉效果。加强商品广告色彩视觉上的认识,对促进广告色彩设计运用会有帮助作用。     

Effective Nonverbal Communication Techniques

Developing effective marketing strategies for profes- sional service firms presents many unique challen es and is an im- portant area of practice development that many &ns often wer- look. Professional service firms ossess very distinctive P characteristics which differentiate them rom other service firms and require specialized marketing strategies. The purpose of this article is to assist practitioners in their efforts to develop promotional strat- egies which will enhance their firm's professional image and in- crease the firm's ability to engage new clients. These strategies arc aimed specifically at certified public accountants, lawyers, archi- tects, and other professionals.     

Images paired with concrete claims improve skeptical consumers’ responses to advertising promoting a firm’s good deeds

Previous research has focused attention on state skepticism over corporate social responsibility (CSR) communications, but little work has focused on how to override preexisting differences in consumer skepticism. To gain insight into this issue, the present studies explore whether company ads promoting a firm’s good deeds generate more positive responses when the ads contain concrete claims and/or images related to the firm’s corporate social responsibility claims, and how these elements of the CSR communication interact with individual differences in advertising skepticism. Results show that highly skeptical consumers (a) respond less favorably to ads than less skeptical consumers, overall; (b) respond more favorably to ads that contain a combination of concrete claims and images supporting those claims; and (c) respond as favorably as less skeptical consumers when ads feature concrete claims with supporting images. Additional results suggest that images are effective among highly skeptical consumers because skeptical consumers have a reduced ability to visualize advertising claims. Implications and future research directions are discussed.     

A Field Test of the Effectiveness of Different Print Layouts: A Mixed Model Field Experiment in Alternative Advertising

This article investigates the effectiveness of bathroom print ads. Using liquor as the product domain, field study data (n = 146) indicate a high level of ad (60%) and product category (80%) recall. Contrary to the literature and the researchers’ hypothesis, respondents had a significantly higher level of recall for copy dominant than for visual dominant ads. Hypotheses suggesting that color advertisements would outperform non-color advertisements and interactions between ages and visual-based versus copy-based stimuli and gender and visual-based versus copy-based stimuli were not supported by the data. The implications for practitioners of the effectiveness of copy rich ads and suggested directions for future research are discussed.     

An empirical investigation on the antecedents of consumers’ cognitions of and attitudes towards digital signage advertising

This paper investigates the antecedent factors of consumers’ perceived values and attitudes towards digital signage advertising in a structural model. The results of this study revealed that four key antecedents (i.e. informativeness, involvement, entertainment and targeting) affect consumers’ attention to digital signage advertising and perception of advertising values. This study shows that attitudes towards digital signage and perceived interactivity with it also affect consumers’ attitudes towards digital signage advertising. This, in turn, influences positive attitudes towards a brand and higher purchase intentions.     

Emotional advertising: Revisiting the role of product category

In contrast to the Affect Infusion Model, popular advertising planning grids suggest that emotional advertising is effective for low involvement and hedonic products, but not for high involvement or utilitarian products. In two experiments, 400 and 392 consumers respectively evaluate a non-emotional and a product-congruent or product-incongruent emotional appeal promoting four different product types. In a third study, 909 respondents evaluate 323 existing TV commercials. The findings confirm expectations based on the Affect Infusion Model and indicate that for none of the product types negative effects of emotional advertisements appear. However, emotional ads do work better for some than other product types. In addition to clearing out the moderating role of product type, this paper contributes to the literature by showing that previous poorer results of emotional ads for some products may be partly due to less positive attitudes towards the products themselves instead of to the inappropriateness of the appeal.     

Personal and Historical Nostalgia—A Comparison of Common Emotions

ABSTRACT

This research uses an experimental research design to examine differences in the emotional responses of 806 respondents experiencing specifically personal or historical nostalgic reactions to advertising appeals. Changes in intensity of five emotions common to both reactions are examined. Upbeat/elation, loss/regret, and warm/tender emotions are significantly heightened under the personal compared with the historical nostalgic response. Negative/irritation and serenity/calm emotions are not significantly different. These results highlight the need to examine nostalgia as two separate reactions and provide insights useful to practitioners regarding emotional reactions to each form. It also suggests the need for future research into personal and historical nostalgia's comparable influences on other responses.