Examining Third-Person Perceptions in the Context of Sexually Oriented Advertising

A limited amount of research has been undertaken to investigate third-person perceptions as persuasion in the context of sexually oriented advertising. This study examined whether sexually oriented advertising and gender differences would yield significant influences on third-person perceptions and whether participants’ sexual cognition would moderate their third-person perceptions. Results showed that sexually oriented advertising, gender differences, and sexual cognition were significant factors that dominated the third-person perceptions. After exposure to sexually oriented advertising, females were led to a stronger degree of the third-person perceptions than males. Moreover, the participants with a more negative level of sexual cognition had a stronger degree of the third-person perceptions than those with a more positive level of sexual cognition after exposure to sexually oriented advertising.     

Are They Celebrity Followers? Examining the Third-Person Perception of Celebrity-Endorsed Advertising

This study explored how consumers' presumed influences mediated the impacts of source credibility and advertising skepticism on purchase intention in the context of celebrity-endorsed advertising (CEA). A national media consumer panel (N = 445) indicated the third-person perception (TPP) were positively correlated to celebrity expertise and attractiveness, but negatively influenced by advertising skepticism. Moreover, three celebrity credibility variables and advertising skepticism yielded direct effects on purchase intention. Indirect effects by the TPP were also generated on purchase intention. The TPP would mediate the impacts of celebrity credibility and advertising skepticism on purchase intention in response to various desirable/undesirable endorsers. Moreover, the TPP would decrease the impact of celebrity credibility, but increase the impact of advertising skepticism on purchase intention, indicating that the third persons' attitudes toward CEA may become a key reference in consumers' purchase intention processes.     

The impact of regulatory focus on adolescents’ evaluation of targeted advertising on social networking sites

This article examines whether individual differences in chronic regulatory focus (prevention vs. promotion focus) among adolescents influences the way they evaluate targeted advertising on social networking sites. Study 1 (survey) reveals that adolescents with a promotion focus (who are oriented toward achieving positive outcomes) have a more positive attitude and a higher purchase intention toward targeted advertising, as compared to prevention-focused adolescents (who are dispositioned toward avoiding negative outcomes). Study 2 (experiment) investigates how adolescents’ chronic regulatory focus can alter their attitude and purchase intention on a mock social networking site that includes a targeted advertisement. Results show that a low personalized targeted ad is better evaluated (in terms of a more positive attitude and higher purchase intention) among prevention-focused adolescents, whereas a high personalized targeted ad results in better advertising outcomes among promotion-focused adolescents. Contributions to theory and implications for advertising practice are discussed.     

Modeling the Effects of Green Advertising on Brand Image: Investigating the Moderating Effects of Product Involvement Using Structural Equation

ABSTRACT

?This experimental study examined consumers’ response to green advertising for high- and low-involvement products by measuring its effect on consumers’ intention to purchase such brands. The present study enhances our understanding of the moderating role of product involvement and extends the structural equation tests of the four causal models. A dataset of 169 respondents is used to examine the role of brand image and brand attitude in the context of green advertisements. Consistent with earlier findings, the suggested model provides a good fit of the data and results indicate that positive attitude toward green advertisements, brand image, and attitude toward the brand enhances the chances of consumers’ purchase intention of such brands. The study also verifies that product involvement moderates the positive relationship between attitude toward green advertisements and brand image such that at higher levels of product involvement, attitude toward green advertisements has a stronger effect on brand image.     

The Effects of Comparative Advertising on Young Consumers’ Perceptions: Cross-Cultural Comparison Between the United States and Taiwan

This study aims to examine the effectiveness of comparative advertising of a high involvement product in two countries, the United States and Taiwan. The results show that different types of comparative advertising moderate the relationship in the proposed model and exert different levels of influences on consumers. The United States and Taiwanese consumers are significantly different in attitudes toward the ad, attitudes toward the sponsored brand, and purchase intention. The results show that direct comparative advertising might be suitable for promoting a new brand in countries with individualistic cultures. However, global marketers should be cautious when employing comparative advertising formats in collectivist cultures.     

Advertising Ethics: The Use of Sexual Appeal in Chinese Advertising

With increasing social awareness of unethical advertisements in today's advertising, this study explores consumers' ethical judgements about the use of sexual appeals in advertising in a Chinese context by replicating LaTour and Henthorne's study. It specifically focuses upon responses on the Reidenbach-Robin multidimensional ethical scale, attitude toward the ad, attitude toward the brand and purchase intentions. The results show that sexual appeal was evaluated as the most frequent use in Hong Kong print advertising and they were also perceived as the most attractive instrument. Similar to LeTour and Henthorne's findings, regardless of respondent's gender, the use of a strong overt sexual appeal was not well received by Chinese consumers and resulted in less favorable attitude toward the ad itself and the purchase intention than using mild sexual themes. However, the degree of sexual content used in advertising has no direct influence on brand attitudes. Due to the conservative nature of Chinese culture, the advertisers should be careful in the use of sexual appeal for Chinese consumers.     

The effectiveness of fear appeals in ‘green’ advertising: An analysis of creative,consumer, and source variables*

This study focused on the effectiveness of fear appeal messages used to arouse a threat in green advertising. An experiment recruited 175 participants to test the influence of the advertising appeal (fear vs. non-fear appeal), source (for-profit vs. non-profit organizations), and involvement with the environment on attitude toward the ad (A_ad), attitude toward the product (A_p) and purchase intention (PI). Results revealed that a fear appeal in a green ad negatively affected A_ad and A_p and that participants who were highly involved with the environment were more likely to have positive attitudes toward the green ad and advertised green product as well as a stronger intent to purchase it. The source type in the green ad did not affect ad effectiveness and involvement with the environment did not moderate the effects of either appeal or source.     

Consumers' Responses to Implicit and Explicit Gay-Themed Advertising in Gay vs. Mainstream Media

ABSTRACT

Further study is needed to validate concerns over gay-themed ads appearing in mainstream media. This study investigates the effects of such ads by comparing them to the effects of gay-themed ads placed in gay media. The study delves into the differential effects of implicit and explicit visual messages. It also examines how consumers' attitudes toward homosexuality affect their purchase intention as well as advertising and brand evaluation. The study's findings suggest that implicit, rather than explicit, gay-themed ads lead to higher purchase intention and more favorable advertising and brand evaluation. The study results show that the type of advertising message (i.e., implicit or explicit gay-themed ads) moderates the relationship between gay-media and mainstream media. Finally, this study finds that a low level of tolerance toward homosexuality results in lower purchase intention as well as less favorable evaluations of both the advertising and brand. Managerial implications are also discussed.     

Does Sex Sell in a Chinese Society

Sexual appeal was once was regarded as panacea in advertising. Research findings in western countries regarding sexu- ally explicit advertising generally have divergent views-positive and negative advertising effects. Published findings indicate advertise- ments that employ sex appeals are attention-getting and result in better brand recall, while on the contrary, these advertisements are viewed as offensive and creating negative attitudes and behavioural intentions. The use of sex in advertising is a complex issue. The gender of the model, the gender of the receivers, the product adver- tised, the culture background of the market etc. will have an impact on the effectiveness of advertising. The present study focuses on the relationship between sexually explicit advertisements in Hong Kong and the advertising effectiveness, in the form of recall, attitude and purchase intention.     

Inclusive advertising featuring disability on instagram: Effect on consumer well-being,brand engagement,and purchase intention

Should advertisers continue to promote their brands through brand endorsers without considering their diverse characteristics, or should they embrace diversity in advertising? Gender, age, ethnicity, and sexual orientation are some of the aspects of diversity that have been investigated in advertising research, primarily in the context of Western and developed countries. However, it remains underexplored how physical disabilities in influencer advertising on Instagram affect consumer well-being and consumers’ responses toward brands in a non-Western market. Through an experimental design (including both inclusive and non-inclusive samples), this study examined the effects of inclusive advertising (including disabled persons) on consumer well-being (both hedonic and eudaimonic), brand engagement, and purchase intention. Two studies were conducted to test the hypotheses. In Study 1 (shampoo brand case), a data analysis of 260 young Pakistani consumers revealed that inclusive (vs non-inclusive) advertisements enhance both hedonic well-being (HWB) and eudaimonic well-being (EWB), with a stronger effect for EWB. The spillover effects of EWB and HWB indicated a significant influence on brand engagement and purchase intention, whereas the effect of HWB is significant only on brand engagement. The effects of HWB on brand engagement and of EWB on purchase intention showed a greater influence in the case of inclusive advertisements than in traditional non-inclusive advertisements. In Study 2 (clothing brand case), an analysis of 235 respondents revealed that inclusive advertising drives both HWB and EWB, which have a greater influence on brand engagement and purchase intention when individuals are exposed to an inclusive advertisement featuring disabled persons than a non-inclusive one. These studies confirm that inclusive advertisements attract a more diverse customer base in addition to existing customers. These findings offer theoretical and practical insights for advertising and consumer research.     

The influence of life satisfaction on nostalgic advertising and attitude toward a brand

Nostalgic advertising has become a popular means for advertisers to reach their consumers. A viewer's life satisfaction is an important factor that may influence the effect of nostalgic advertising. Positive life satisfaction is an important determinant of nostalgic advertising receptivity. Thus, the present study builds a model for the relationships among life satisfaction, nostalgic advertising, emotional response toward a brand, ad attitude and purchase intention. Life satisfaction was identified as an antecedent variable for evoked nostalgia. In addition, emotional response to the advertised brand was shown to be an important predictor of purchase intent. The findings provide insightful implications for marketers and advertisers by identifying meaningful relationships between life satisfaction and nostalgic advertising.     

Do Sexy Cover Models Increase Magazine Sales?

Abstract

In the competitive struggle to increase circulation, mainstream men's magazines (such as Details, Maxim, Esquire) are featuring sexually attractive people on their covers. This article reports the findings of a study designed to determine if the sexual response evoked by cover models is related to interest in the magazine and purchase intention. Findings suggest that sexual attractiveness of the cover model and sexual arousal were related to interest in the magazine, but not purchase intention. Although no gender differences emerged, those with a positive sexual response to the cover person were more interested in the magazine. These results suggest that sexy cover models may be most effective for attracting attention to, and interest in, the magazine at the newsstand, but that feature articles have greater impact on purchase decisions.     

Icing on the cake or gilding the lily? The impact of high-modified model images on purchase intention

Marketers had high expectations for modified model images in E-commerce, however, the social movements against photoshopped models suggested the high-modified model images may be harmful to consumers which leads to a contradictory phenomenon. So far, the link between high-modified model image and consumers' behavior is not clearly understood. Drawing on a selective accessibility model (SAM), this study investigates the influence of high-modified model images on consumers' purchase intention by introducing the concept of misrepresentation and identifying consumer trust as a mediator. Based on five experiments, we demonstrate that over-modified model images decrease consumers’ perceived authenticity referring to “misrepresentation”, and further lower their purchase intention. By comparing the level of misrepresentation, the results suggest that high-modified model images decrease purchase intention. Moreover, this negative relationship between misrepresentation of modified model images and purchase intention is mediated by consumer trust. Hence, this study makes a step toward explaining how high-modified model images impacts the behaviors of consumers, shedding new light on the application of image modification in online advertising.     

Do sexy mouthwash ads leave a bad aftertaste? The interaction of sexual self-schema and brand positioning fit on female-targeted sexual advertising efficacy

We explore females’ reactions to a sexually themed advertising with regard to a key personality variable, sexual self-schema (SSS). In extant research, SSS has largely had a positive impact on females’ reactions to sexual advertisements. We further explore this dynamic by considering the role of female sexual self-schema (SSS) on attitudes and purchase intent for products with brand positions that differ with regard to fit with sexual themes. Informed by our study and extant literature, we also offer areas for further SSS-based advertising research, particularly in another unexplored area: the role of SSS in identification and resultant attitude formation in sexual, but less explicit, advertising.     

An Investigation of the Relationship Between Need for Affect and Responses to Alcohol Public Service Announcements

ABSTRACT

The study investigates the impact of the Need for Affect personality construct on the processing of advertisements. The purpose of the present study is to gain a better understanding of how need for cognition, sensation seeking, and affect intensity as well as prior product use influence consumer responses to public service announcements. Specifically, the study attempts to improve the understanding of factors that should be considered in efforts to successfully demarket alcohol abuse among college students. The variables of need for cognition, sensation seeking, affect intensity, prior product use, memory of the advertising message, attitude toward the ad, intention to behave, and behavior are linked to create a multidimensional model. Results of the study indicate that high levels of sensation seeking and prior product use are the best predictors of behavior involving the specific product of alcoholic beverages. Need for cognition and affect intensity are not good predictors of behavior involving the specific product of alcoholic beverages. Sensation seeking is also an important indicator for prior product use of alcoholic beverages and intention to buy and consume alcoholic beverages. Although affect intensity does not have a significant effect on behavior, it does have a significant effect on memory of the advertising message.     

Marketing eco-fashion: The influence of brand name and message explicitness

This study investigated the influence of two variables – brand name and message explicitness – on attitude toward advertisement and attitude toward brand, and further, explored the impact of attitude toward advertisement, attitude toward brand, and other variables on consumer purchase intention. A questionnaire with an experimental design component was administered to 343 college students. Results revealed that respondents formed positive attitudes toward apparel brand when the advertising message contained explicit information about environmentally friendly products. Attitude toward brand, subjective norm, attitude toward advertisement, eco-fashion involvement, and environmental commitment were strong predictors of intention to purchase an environmentally friendly apparel brand. Implications are that apparel marketers may build more positive attitudes toward brands by providing explicit information about environmentally friendly products in their marketing claims. This may be one way for marketers to attract college students who are interested in purchasing environmentally friendly products, but who are not fully committed to a green lifestyle. Further, marketers may be able to reach those who are less interested in purchasing environmentally friendly products by raising awareness and knowledge of the benefits associated with their products and brands, which may help to establish a sustainable market for eco-fashion.     

Attributes of background music and consumers’ responses to TV commercials

This study extends and crystallizes the literature on the effect of background music in the TV advertising setting by focusing on differential effects of attributes of background music on consumers’ attitudes toward TV advertising based on their involvement. The familiarity of background music was more likely to influence attitudes towards advertisement, brand attitudes and purchase intentions in the low-involvement condition, whereas the product fit of background music was more likely to do so in the high-involvement condition. This indicates that effective attributes of background music can be varied according to consumer involvement.     

Understanding Green Advertising Attitude and Behavioral Intention: An Application of the Health Belief Model

ABSTRACT

Despite the high interest in green advertising and its potential to foster sustainable consumerism, academic research in this area has been somewhat limited. The current study developed a predictor model of green advertising attitude and behavioral intention using environmental issue-focused factors that included the Health Belief Model, consumption-focused factors, and demographic factors to help understand the significant influences that shape global green advertising outcome. An online survey of 385 participants showed that a number of factors in both issue-focused (e.g., response-efficacy and ecocentric/anthropocentric attitudes) and consumption-focused (e.g., green product purchase frequency and past green product attitude) categories significantly predicted green advertising attitude and behavioral intention. Theoretical as well as practical implications of the findings will be discussed in detail.     

‘I'm like you,and I like what you like’ sustainable food purchase influenced by vloggers: A moderated serial-mediation model

Internationally, researchers have shown an increased interest in customer decision-making regarding sustainable food choices that could be changed through tailored interventions. This study examines how vloggers influence customer purchase intention toward sustainable food. Based on the similarity-attraction theory, we undertook a serial mediation model in which health-related Homophily between vloggers and viewers was related to higher purchase intention of sustainable food via audience participation and parasocial interaction (P.S.I.). In addition, we tested whether these potential relationships were more substantial for young people from higher product-vlogger congruence and lower advertising recognition in the celebrity endorsement context. A statistical analysis of 382 youth questionnaire data from the steaming media platform was tested through the partial least squares structural equation model. The results show that (1) health-related homophily was related to greater audience participation and P.S.I., which, in turn, were related to higher purchase intention of sustainable food; (2) the positive indirect effects of health-related Homophily on purchase intention through audience participation and P.S.I. decrease as the advertising recognition increase, while increase as the product-vlogger congruence increase. These findings highlight the effectiveness of digital celebrity endorsement in young people's choices for sustainable food.