Joint Advertising and Brand Congruity: Effects on Memory and Attitudes

This research examined how brand congruity in joint advertising affects individuals’ processing of advertising messages. An experiment was conducted whereby ads promoting two congruent or incongruent brands were presented to subjects under low versus high processing load. Results showed that advertising messages for congruent brands were better remembered under both high and low processing loads. However, ads with congruent brands led to positive attitudes only when subjects’ processing resources were constrained. These findings suggest congruent brands that appear in joint ads have a clear advantage over incongruent brands. The results have both practical and theoretical implications.     

关于广告记忆效果的思考

史玉柱说过一句话,一句比较经典的话。“中央电视台的很多广告,漂亮得让人记不住。”脑白金的广告曾经被很多的所谓广告业内人士评价为缺乏创意和美感的广告案例。但有趣的是,当年就靠着这在网上被传为“第一恶俗”的广告,脑白金创下了几十个亿的销售额。土广告打下大市场,不是     

The Effects of Psychobiological Motivational Traits on Memory of In‐Game Advertising Messages

This study examined the influence of psychobiological motivational traits related to individual approach and avoidance tendencies on cognitive processing of in‐game advertising. Participants played a custom‐built video game containing billboard advertisements. After playing the game, participants’ approach, positivity offset (PO), and avoidance, negativity bias (NB), traits were measured using the motivation activation measure (MAM). Recognition and recall memory were greater for high PO and low NB trait individuals. The findings of this study imply that advertising in first‐person‐shooter (FPS) video games may be most effective when targeting individuals with simultaneously high PO and low NB, risk takers, but least effective for those with low PO and high NB, risk avoiders.     

The Importance of Trust for Personalized Online Advertising

With the amount of online advertising on a steady rise, generic ads noticeably lose effectiveness. In order to break through the clutter, retailers employ a method called retargeting to tailor their advertisements to individual consumers based on inferred interests and preferences. However, while personalization should generally make ads more appealing, the authors use field data to show that the effectiveness of retargeting considerably hinges on consumers’ trust in a respective retailer. To uncover the underlying mechanisms of this phenomenon, they investigate how trust moderates the impact of ad personalization on consumers’ internal and external responses in the lab. They propose a two-dimensional conceptualization of ad personalization: First, a banner's personalization depth defines how closely the ad reflects a consumer's interests. Second, its personalization breadth determines how completely the banner reflects these interests. The lab results show that more trusted retailers can increase the perceived usefulness of their ads through a combination of high depth and narrow breadth of personalization without eliciting increased reactance or privacy concerns. On the other hand, for less trusted retailers, banners with higher depth are not perceived more useful, but instead trigger increased reactance and privacy concerns, regardless of their personalization breadth. These effects directly translate into consumers’ click-through intentions so that retailers should adjust their personalization strategies accordingly in order to increase the effectiveness of their online advertising.     

Analyzing the Memory Impact of Advertising Fragments

Marketers are making increasing use of very brief messages that mention just a brand name or a brand name with a short headline, as in event sponsorship and program endorsements. There has been debate over the effectiveness of these advertising fragments. This paper introduces an approach for controlled testing of the effects of advertising fragments. Using a reaction-time based procedure, we show that a key effect of advertising fragments is to revive established brand associations, even though these associations are not explicitly communicated. This reactivation occurs not only when these names receive focal attention, but also when they receive nonfocal attention.     

Global Perceptions of Online Advertising

ABSTRACT

The marketing of professional services is different from marketing in other areas. Indeed, several “distinctive problems” of marketing professional services have been identified. In order to obtain evidence as to whether these “problems” apply to public accounting services and if current accounting graduates understand them, two surveys were conducted of chairpersons of accounting and marketing departments at AACSB accredited schools of business. The results indicate that respondents from both groups of chairs believe that the majority of the “problems” are concerns for the public accounting profession and that current accounting graduates should understand them. However, both groups appeared neutral as to whether current accounting graduates are exposed to many of these “distinctive problems.” It is difficult for students to understand and be prepared to deal with the issues, if they have not been exposed to them.     

Chinese Viewers' Perception of Informative and Emotional Advertising

A systematic analysis of Chinese viewers' perception of television advertising was conducted using a sample of sixty commercials which were viewed by 160 respondents per commercial, who selected from a list of twenty adjectives adopted from the Aaker and Bruzzone (1981) study. Results indicated great differences in viewers' perceptions: informative commercials were most frequently considered to be ‘dull’, ‘uninteresting’ and ‘informative’, while emotional commercials were described as ‘appealing’, ‘interesting’ and ‘original’. Emotional advertising scored higher on ‘liking’ and perceived brand image than informative advertising. Factor analysis was carried out across commercials and individuals.     

Going Native: Effects of Disclosure Position and Language on the Recognition and Evaluation of Online Native Advertising

Despite recent industry attention, questions remain about how native advertising is perceived and processed by consumers. Two experiments examined effects of language and positioning in native advertising disclosures on recognition of the content as advertising, effects of recognition on brand and publisher evaluations, and whether disclosure position affects visual attention. Findings show that middle or bottom positioning and wording using “advertising” or “sponsored” increased advertising recognition compared to other conditions, and ad recognition generally led to more negative evaluations. Visual attention mediated the relationship between disclosure position and advertising recognition. Theoretical, practical, and regulatory implications for disclosures in native advertising are discussed.     

网络广告切莫挑战网民的忍耐底线

<正>网络广告无孔不入,不管是浏览门户网站还是登陆社交网站,是看博客还是网络聊天,一不小心就会遭受弹出的、闪动的或在屏幕移动的广告"袭击",在形形色     

消费者对网上购物的风险认知及影响因素

风险认知是影响消费者网上购物的重要因素。网上购物的风险,主要包括财务风险、性能风险、身体风险、时间风险、隐私风险、心理风险和社会风险等维度。影响消费者网上购物风险认知的因素,主要有网络使用经验、网上购物经历、产品知识、创新性等。采取一些适当的措施,可以有效地降低网上购物的风险认知。     

Advertising Decisions and the Long Run Effects of Advertising

The long-run or carry-over effects of advertising have been well documented. These have important implications for decision making in advertising. This article discusses these implications and reports the extent to which directors of advertising of large manufacturing firms are aware of these long-run effects. The study indicates that these individuals do not recognize this phenomenon in making advertising decisions.     

网购认知与顾客抱怨行为的关系研究

在网络购物过程中,顾客会因各种产品质量问题而感到不满意,从而产生抱怨行为。基于此,文章在网络购物背景下,分析顾客抱怨行为的影响因素,通过层级回归方法,重点探讨网购认知与顾客抱怨行为的关系。研究发现网购认知与顾客抱怨行为倾向之间存在正向关系,网购认知越高,顾客抱怨行为倾向越高。并且网购认知对向卖方抱怨、私下抱怨以及向第三方机构抱怨等三类抱怨行为均存在较大影响。因此电子商务企业应加强顾客抱怨管理,提升顾客满意度。     

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.     

网络广告监管机构体系与手段

本文在分析网络广告监管机构及其职能基础上,提出在现有管理框架下,以新思路、新方法和手段多角度构建网络广告市场监管体系,包括立法、行业自律、行政执法、舆论监督、国际协作与联动监管,并以追究责任手段,落实网络广告监督。     

The Effects of Corrective Advertising on Company Image

Corrective advertising, that is, advertising designed compulsorily to undo misleading impressions created by deceptive advertising, is shown in this paper to have an impact on the reputation of the company required to run such advertisements. The authors report on experiments conducted in the United States and Canada to measure the nature and extent of the impact.     

Embodied Product Perception: Effects of Verticality Cues in Advertising and Packaging Design on Consumer Impressions and Price Expectations

As consumers increasingly turn to luxury brands and associated benefits, brand managers face the question how to convey luxury perceptions via marketing communications such as packaging and advertising design. Inspired by theories addressing embodied cognition and symbolic meaning portrayal, this paper argues that visual cues inspiring verticality perceptions (i.e., camera angle and advertising background orientation) affect luxury perceptions and, consequently, consumer evaluations and price expectations. Across three experiments, verticality cues fostered perceptions of product luxury but differentially affected price expectations and purchase considerations depending on product type. Moreover, findings show that effects of vertical orientation are more pronounced for participants high on sociable dominance. Implications of these findings for visual brand management are discussed.     

广告对社会福利的影响及最优投放水平分析

本文首先对广告的作用,包括经济作用与社会作用做了定性的描述,然后运用经济学模型对广告与社会福利的关系进行了分析并探讨了最优的广告投放水平,最后分析了广告的负外部性因素对社会福利的影响。     

Consumer Attitudes toward Online Advertising: The Moderating Role of Personality

This study investigates how consumer attitudes toward advertising in general affect their attitudes toward online advertising. It also investigates the moderating role of the personality traits of introversion and extroversion in explaining this relationship. An online survey is used to collect data from a convenience sample of 244 respondents living in Canada. Results show that attitude toward advertising in general has a positive and significant impact on attitude toward online advertising. Introversion is found to have no moderating impact on the relationship between both attitudes. However, extroversion moderates this relationship.     

Introduction to the Special Thematic Symposium on the Ethics of Controversial Online Advertising

The field of marketing and consumer ethics has evolved considerably over the past 20 years, yet research on specific areas of advertising ethics remains limited. This limitation persists despite developments in digital technologies, and the impact they have had on advertising practice generally and online advertising more specifically. Online media are becoming increasingly populated by advertising content, as consumers continuously navigate ever-evolving mediascapes. Thus, there is a need to examine the ethical issues associated with the use of controversial advertising online, as well as consumers’ responses to such ads. This special thematic symposium addresses this literature gap, which is at the intersection of consumer ethics, e-marketing, and controversial advertising. The two papers in the special thematic symposium present new research in this area, along with some initial ethical implications as well as potential for future research.