The effects of imagery-evoking radio advertising strategies on affective responses

A debate in the marketing literature concerning the relative effectiveness of various imagery-evoking strategies in influencing consumer responses to advertising has been unresolved. This study examined the effects of three imagery-evoking strategies commonly used in radio advertising—sound effects, vivid verbal messages, and instructions to imagine—in influencing mental imagery, ad-evoked feelings, and attitude toward the ad. The theoretical basis for the study is an imagery model based on propositional representations theory. Consistent with the implications of the theory, of the three strategies, sound effects had the greatest impact on imagery and affective responses. Compared with sound effects, a vivid verbal message had a slightly weaker influence. Instructions to imagine, however, had a very weak impact on imagery and no significant influence on affect. Finally, the results indicated that the three strategies interacted with one another. © 1997 John Wiley & Sons, Inc.     

The Effects of Ad Irritation on Brand Attitudes

Abstract

Brand attitude has been proposed to be an antecedent to purchase intentions. However, very few studies have specifically focused on ad irritation as an antecedent to attitude towards the brand. This paper examines the effect of ad irritation on brand attitudes and if the effect of ad irritation is independent of ad credibility, attitude towards the advertiser, attitude towards advertising, and ad-induced feelings. The results indicated that ad irritation was not significant in predicting brand attitudes. Respondents' prior brand attitude, ad credibility, ad-induced feelings and attitude towards the advertiser were significant predictors of brand attitudes. Based on the results, several managerial implications were derived regarding the usefulness of ad irritation in changing brand attitudes.     

Call for papers: Special issue on Latin America

In green advertising research, images of pleasant nature scenery have been classified as vague, unspecific and possibly ineffective green claims, as opposed to substantive, informational claims. In this study, the concept of virtual nature experiences is introduced to point out a perceptual mechanism through which the association of a brand with nature imagery may indeed lead to significant advertising effects. Consumers’ exposure to specific nature imagery in green brand communications may lead to pleasant feelings analogous to those experienced in ‘real’ nature. If adequately conditioned, these ‘virtual nature experiences’ may enhance the consumer’s attitude towards a given brand. The perceptual and attitudinal effects of substantive green claims and nature imagery are analysed in the scope of an experimental study. The field study consisted of a national survey, allowing for the relative statistical representativeness of the sample. Results of the study confirm significant perceptual and attitudinal effects of both informational claims and virtual nature experiences. The latter are identified as a distinct perceptual dimension of green brand associations, and turn out to wield additional positive influences on the consumer’s attitude towards the brand.     

The logo matters: the effect of the logo type on the attitude towards co-products

ABSTRACT

This study investigates the effect of the type of logo used to promote co-products. In the case of an added logo, the logos of the constituent brands are lined up next to each other. An integrative logo is composed of the elements of both original brand logos. A novel logo does not contain any elements of the original brand logos. We found that the use of an integrative logo results in more favourable perceptions of brand cooperation, higher perceptions of co-product quality, more positive feelings and a more favourable attitude towards the co-product compared to the use of an added or novel logo. For a novel logo of co-products, consumers reported feelings of irritation and frustration and a less favourable attitude compared to an added logo.     

Creating Global Brand Names: The Use of Sound Symbolism

ABSTRACT

Creating meaningful brand names for international markets can be particularly challenging because translation may distort intended meaning. To mitigate this issue, marketers can imbue meaning into a brand name with sound symbolism, which refers to the direct linkage between sound and meaning. The aim of this article is to examine whether sound symbolism effects are maintained after translating a brand name from English to Hindi. Results of an empirical study with Hindi-speaking subjects indicate that the sound–meaning relationship can persist after translation. A primary contribution is that sound symbolism can help create global brand names with consistent meaning across languages.     

The risk of sensorineural hearing loss from noisy toys and recreational activities in children and teenagers

Abstract

The present paper is a review of toys, playthings, games and recreational activities of children and teenagers implying dangerous sound levels and risk of hearing loss. One way of estimating the risk is by sound level measurements, another is by hearing tests, preferably related to noisy activities. One problem with this issue is the unknown sensitivity of children's hearing for loud sounds. This fact and the aggressive behavior of many children when using toys indicates the importance of information on these matters and a generally cautious and conservative attitude, particularly towards toys emitting impulsive sound, e.g. toy guns and firecrackers.     

Money Attitudes,Materialism, and Compulsiveness: Scale Development and Validation

ABSTRACT

Compulsive buying behavior is a chronic shopping disorder. Compulsive buyers purchase products to quell feelings of anxiety and depression. Past research suggests positive relationship between money attitudes, materialism, and compulsiveness. Money attitude, materialism, and compulsiveness scales have been adapted by researchers to validate their applicability in different countries. Results have revealed new factors. These scales were used to check their validity and applicability on Indian sample. CFA findings revealed that original factors and model could not be confirmed completely on the Indian sample. The study identified new factors: three money attitude factors (power-prestige, anxiety, and price sensitivity), five materialism factors (success, status, centrality, achievement, and happiness), and compulsiveness (one factor).     

Nature Imagery in Non-Green Advertising: The Effects of Emotion,Autobiographical Memory,and Consumer's Green Traits

Images of pristine nature constitute frequent elements of visual advertising design. Research on the effectiveness of such imagery has been scarce, however. Which psychological processes are involved? Do all individuals react equally to nature advertising imagery? Based on environmental psychology theory, the present research analyzes the effectiveness of the use of nature imagery in non-green advertising and the underlying processes involved. We conduct three experimental studies, two with student samples and one with a representative population sample, to test the effects of visual advertising stimuli featuring nature versus urban and indoor scenery. Findings contribute to research in two ways: First, emotional ad responses that are similar to the feelings experienced in nature as well as the retrieval of positive autobiographical memories are identified as intervening processes by which nature advertising imagery increases attitude toward the ad (Aad) and brand (Abr). Second, results indicate these processes are moderated by consumers’ green traits, with green consumers being more susceptible to the persuasive effects of nature advertising imagery even though advertisements were non-green. The processes are further moderated by the accessibility of memory of past nature experiences. These findings enrich our knowledge on the effects of specific visual appeals and provide practical implications for visual advertising effectiveness.     

The Effects of Progressive Levels of Interactivity and Vividness in Web Marketing Sites

Abstract

This experiment examines interactivity and vividness in commercial web sites. We expected increased levels of interactivity and vividness would lead to more positive attitudes toward web sites, stronger feelings of telepresence, and greater attitude—behavior consistency. In addition, we expected increased levels of vividness to lead to the development of more enduring attitudes toward the site. Participants explored four web sites. Increases in interactivity and vividness were associated with increased feelings of telepresence. In addition, increases in vividness were associated with more positive and more enduring attitudes toward the web site. Implications for new media researchers and practitioners are discussed.     

Managing Desire: Heretical Transformation in Pasolini's Medea

In this essay, I theorize desire's role in the construction of heretical subjectivity through an exploration of Italian poet, theorist, and film-maker Pier Paolo Pasolini's cinematic interpretation of Medea . Pasolini's film and sound techniques, in conjunction with his ideological agenda, move Medea's tragic narrative beyond the accusatory tone of familiar tropes into a theoretical tale of semoiticized social structures and the flow of human capita. What Pasolini provides is less a strategy for managing heretical desire and more an attitude of action and waiting, of silence and communication, but always in the wake of desire.     

Effects of Conditional Sales Promotion Tactics on Consumers' Feelings of Unfairness

ABSTRACT

The purpose of this research is to demonstrate the negative effects of the conditional sales promotion tactics on nonpreferred consumers' feelings of unfairness from the viewpoint of motivation. A two-by-two between-subjects design experiment was conducted to examine the consumers' psychological mechanism. The results show that three types of consumers' perceptions—tactic attractiveness, task difficulty, and tactic irrationality—positively affected their feelings of unfairness. The results show an important mediating role among consumers' perceptions, short-term consumption intention and long-term satisfaction. This research provides new insights for future research and concrete strategic suggestions for retailers.     

Positive versus negative comparison in advertisements: the affect priming perspective

Abstract

Comparison valence is an important element in comparative advertising. In this research, we investigated how comparison valence influences advertising effectiveness and explored the role of affect underlying such effects. The results of two studies consistently confirmed that a positive comparison elicited more favorable ad attitude and brand attitude than a negative comparison and consumers’ affective states accounted for their preference for the positive comparison. Moreover, we found some preliminary evidence suggesting that the preference for a positive message may be more remarkable in comparative advertisements than noncomparative advertisements. However, this proposition needs further validation in future research.     

Visual Metaphors in Ads: The Inverted-U Effects of Incongruity on Processing Pleasure and Ad Effectiveness

ABSTRACT

Ads with visual metaphors are commonplace in advertising, but are characterized by varying degrees of incongruity. Across two experiments, this article presents the first empirical evidence that incongruity in a visual metaphor (VM) ad has an inverted-U (nonlinear) effect on attitude toward the ad. We find that a moderate level of incongruity in a VM ad produces maximal processing pleasure, which in turn yields the most positive attitude toward the ad. The findings confirm that processing pleasure mediates the effects of incongruity on ad attitude. Consequently, when creating ads, advertisers should choose advertising elements to obtain moderate levels of incongruity in the visual figures.     

Barriers of food delivery applications: A perspective from innovation resistance theory using mixed method

IntroductionFood delivery applications (FDAs) have altered the way customers order and consume food. This was compounded by the COVID-19 pandemic, which imposed restrictions on people's mobility. In this study, the authors have tried to determine which barriers affect consumers' emotions and feelings, leading to satisfaction, repeat visit, and WOM recommendations.Methodology: The Innovation Resistance Theory has been used to conduct the study. The Mixed Model is also framed to address the barriers faced by FDA users. This study also identifies key barriers of FDA (Value Barrier, Image Barrier, and Environment Barrier) and also studies their effect on consumer emotions and feelings in addition to the impact on repeat purchase behaviour, customer satisfaction and word of mouth recommendation. The data is collected from 392 respondents.FindingsThe findings demonstrate that apart from the value barrier, all the other barriers have negative and significant impacts on consumers’ feelings and emotions. It further supports the mediation effect amongst consumer feelings and emotions, satisfaction, repeat purchase, and WOM recommended. The moderating effect of transaction cost has been shown with different associations.ImplicationsThe service providers should make sure that all transactions are safe and secure and that food is delivered on time. They should also have good ways for customers to get in touch with them, so they will get orders from them.OriginalityThe focus of the study is on the link between satisfaction, repeat purchases, and word-of-mouth recommendations for FDA, which hasn't been looked into in any previous studies.     

The impact of risk perceptions on the attitude toward multi-channel technologies

ABSTRACT

Several studies show that retailers experience favorable outcomes if consumers use multiple channels. Thus, retailers aim to encourage consumers to do so in a convenient way by offering multi-channel technologies (MCTs). However, not much is known about what affects a positive attitude toward such technologies. Our study investigates how different risk perceptions influence the attitude toward specific MCTs in comparison (check and reserve, click and collect, availability check). Moreover, we examine whether the customer’s general purchase channel preference moderates these effects. Results show that three risk dimensions have significant impacts on the attitude toward MCTs. These effects are generally worst for click and collect, as the negative effects (product quality and data risk) are highest, while the positive effect (product availability risk) is lowest, compared to the other two MCTs. Additionally, we generally find that the more a customer prefers buying via the online channel, the weaker the effects of the risk dimensions on the attitude are. Our findings provide implications on how to improve consumers’ attitudes toward the selected MCTs by influencing their perceptions of different risk dimensions.     

Consumer Responses to English Accent Variations in Advertising

Abstract

With the growing use of different types of English accents in international advertising, it is important for marketers to understand the factors that influence the credibility of the spokesperson in order to select the most persuasive character. This study investigates the effects of a spokesperson's accent on spokesperson's perceived credibility across high and low involvement products and products of different country-of-origin. Two different accents-the standard English accent and the local Singaporean English accent (Singlish)-were tested. Results indicated that accent, product country-of-origin and product involvement significantly influence the spokesperson's perceived credibility and attitude towards the ads. The accent effects appeared to be strong enough to offset the country-of-origin, gender and product involvement effects, attesting to the importance of considering this factor in advertisements. Specifically, the Standard English accent outperformed the Singlish accent in terms of spokesperson credibility, attitude towards the ad, attitude towards the brand and purchase intentions. However, the Singlish accent outperformed the Standard English accent in terms of attention to the ad. Implications for marketers are discussed.     

The Selection and Retention of Law Firms: A Study of the Perceptions of Corporate Officers

ABSTRACT

Mood states have generated considerable activity in many diverse fields, including psychology and marketing. While this research has been extended to include a variety of applications, the uniqueness of services provides a particularly sound environment to apply mood states and their effects on persuasion. In this context, this article reviews current applications of moods, and addresses how they can be strategically used to facilitate persuasion by service marketers who have contact with clients.     

Exploring the effectiveness of foreign brand communication: Consumer culture ad imagery and brand schema incongruity

Drawing from international branding literature and schema incongruity research, the present study (a) assesses foreign brand communication effectiveness by juxtaposing three alternative advertising approaches based on local, foreign and global consumer culture imagery, and (b) investigates the mechanism underlying consumers' responses to foreign brand communication. In a 2 (foreign brand schema vs. control) × 3 (local vs. foreign vs. global ad type) full-factorial, between-subjects experiment with a consumer sample, we find that ads portraying global consumer culture imagery only moderately violate consumer perceptions of brand foreignness and lead to more favorable ad attitudes. Furthermore, moderated-mediation analysis shows that when the global ad imagery is meaningfully linked to the foreign brand, perceptions of credibility increase and positively influence ad attitude. However, if consumers cannot make sense of the ad, this effect is reversed and negatively influences subsequent responses. Theoretical and managerial implications of the findings are discussed and future research directions identified.     

Attitude Change through Visual Imagery in Advertising

A new theory of the way in which advertising can influence consumers' attitudes toward products is proposed. The theory is based on visual imagery and classical conditioning rather than on the typical verbal belief summation approach to attitude. A supportive experiment is presented and the persuasive function of visual imagery in advertising is discussed.     

The role of perceived value in vertical brand extensions of luxury and premium brands

Abstract

This study examines the role of perceived value in the relationship between brand attitude, perceived fit, extension attitude and consumers’ purchase intention of downscale vertical extensions of luxury and premium brands in two product categories: cars and shoes. Results from 236 individuals with different income levels show that extension attitude is positively related to purchase intention both directly and indirectly, via the perceived value of the extension; the latter is more strongly correlated than extension attitude to consumers’ purchase intention. Brand attitude is also positively associated with perceived value. Overall, perceived value partially mediates the relationships of brand attitude and of extension attitude with purchase intention. The product category affects the strength of some of the relationships in the model, including the role of fit.