IPTV(网络电视)广告类型和产品类型的广告效果

在本研究中,从IPTV作为一种新媒体的角度,根据不同的IPTV广告类型和产品类型存在的效果差异进行探索。为此,依据广告类型和产品类型的不同分别进行了4个实验调查,IPTV广告效果测定了广告态度、广告点击意向、产品购买意向。首先,由于IPTV广告种类的不同,使广告效果的差异表现在广告态度和点击意向上;第二,根据产品类型的不同,IPTV广告效果也出现了差异。在广告态度和点击意向及购买意向存在差异的同时,IPTV广告中探索研究比经验型研究显示出更有效的反应;第三,由于广告类型和产品类型的不同,相互作用效果在购买意向上表现了出来。这些为广告中利用IPTV的媒体两面性提供了依据;其次,倡议在广告实行战略中开发能预期对消费者起到积极广告效果的带有图标和字幕的网幅广告;再次,在IPTV广告的制作方面,为探索性的IPTV广告能够诱发更有效的广告效果提供了理论性的依据。     

Marketplace attributions and consumer evaluations of discount claims

Two studies were conducted in which respondents were exposed to test advertisements in which the amount of savings implied by a reference price discount claim was manipulated. Respondents' attributions concerning the advertiser's motives for making the reference price discount claim were measured, along with dependent variables that assessed the respondents' evaluations of the price offer. Results across both studies indicated that the attributions about the advertiser's motives for the price discount offer had a significant effect on consumers' evaluations of the offer. Furthermore, across both studies, a person-stimulus-circumstance taxonomy appeared consistent with the structure of the attributions that respondents made when presented with reference price claims.     

A contingent approach to country-of-origin effects on foreign products evaluation: Interaction of facets of country image with product classes

This study investigates the effect of country-of-origin image on consumers’ evaluations of foreign products and disaggregates the effects across facets of country image and across product classes. We disentangle country image into cognitive and affective dimensions, and additionally disaggregate the cognitive dimension into geographic and human aspects. We posit that country-of-origin effects will vary across distinct facets of country image and that the effect of each facet of country image will vary across different classes of products. By means of an online survey, data were collected from French consumers regarding their perceptions of cognitive and affective aspects of two countries – Brazil and Germany – and their evaluation of three product classes – utilitarian nature-based, utilitarian industrialized and hedonic industrialized – which were represented respectively by fruits, home appliances and clothes. Empirical results partially corroborate the hypothesized contingent impacts.     

The effect of country-of-origin related stereotypes and personal beliefs on product evaluation

The country-of-origin effect has been the focus of numerous studies in international marketing. The concept of stereotypes assumes importance in the study of country-of-origin effects. However, past research has failed to consider the cognitive structures that influence a person's use of the country-of-origin factor in product evaluation. This article attempts to fill this gap through a conceptualization that suggests that the country of origin may be an outcome of a combination of two processes—cultural stereotypes and personal beliefs. © 1997 John Wiley & Sons, Inc.     

The impact of a product’s country-of-origin on compromise and attraction effects

Product information, such as country-of-origin (COO), often influences consumer choice. This research explores how valence of COO influences the magnitude of the compromise and attraction effects. The results of four experiments demonstrate that when a product’s COO denotes a negative image, the compromise and attraction effects decrease. The analysis also reveals asymmetric change of magnitude in the compromise and attraction effects.     

Interactive effects of country of origin and product category on product evaluations

This research examined the effects of country of origin and product category on product evaluations for 21 countries and 18 products. As hypothesized, product evaluations were highest for highly-developed countries, followed by newly-industrialized, newly-marketizing, and developing-country groups. Further, the product-category and country-of-origin effects interacted such that, depending upon the country group, different product categories received more, equal, or less favorable evaluations compared to other product categories. Several variables and processes underlying these effects are identified and integrated into a conceptual model.     

The congruence effect between product emotional appeal and country-based emotion: The moderating role of country-of-origin

Previous research has suggested that country-based emotions (i.e., emotions associated with a country) can influence consumer evaluations of a product from that country. However, it remains unclear when and how country-based emotions can be influential in consumer decision making. The results from an experiment reveal that only for a destination with a less favorable country-of-origin image will the match (vs. mismatch) between the country-based emotion and the emotional appeal of the product advertisement increase the purchase likelihood of the product. These findings are beneficial for local brands in that they can promote tourist spending at their destination by cooperating with destination marketers in developing integrated promotional campaigns that elicit congruent emotions.     

Consumer processing of foreign advertisements: roles of country-of-origin perceptions,consumer ethnocentrism,and country attitude

This paper reports the findings of a study that examined the impact of consumers’ three cross-national individual difference variables — country-of-origin perceptions, consumer ethnocentrism, and country attitudes — on their responses and attitudes toward foreign advertisements and advertised products. A model of consumer processing of international advertising has been proposed that consolidates a dual-element thesis comprising research on consumer processing of advertising, and several streams of research on cross-national individual difference variables. Empirical analysis of the hypothetical model through structural equation modeling yields supportive results: positive effects of consumers’ country attitudes on their responses to the creative presentation of international advertising, and positive effects of consumers’ country-of-origin perceptions on their responses to the buying proposal of international advertising. However, the hypothesized negative effects of consumer ethnocentrism on their responses to international advertising was not confirmed. The study contributes to our understanding of cross-national individual difference variables that precede and determine consumers’ attitudes toward foreign advertisements. It has practical implications for standardization versus localization of international advertising strategy.     

Health-related ad information and health motivation effects on product evaluations

This study tests the effect of health-related ad information on perceived product healthfulness and purchase intention. Also, the study investigates whether consumers' health motivation moderates the effects, because of the way health motivation affects processing of health-related information in ads. Three types of health-related ad elements are distinguished: functional claims, process claims and health imagery. These elements were combined in mock ads and an online experiment was run to test the study hypotheses. Results show that health imagery has the largest impact on consumers' product evaluations, while functional claims and process claims have much smaller effects. Health motivation shows significant interaction with process claims on product evaluations.     

Effects of cognitive age,dispositional time perceptions,and time view manipulations on product attribute evaluations

Researchers manipulate time perceptions in experiments, but the efficacy of such manipulations demands further scrutiny. Two studies test the effects of dispositional time views and time view manipulations on product attribute evaluations, as well as the interaction between cognitive age and manipulated time perceptions and that between dispositional and manipulated time perceptions. The results suggest that time manipulation drives and predicts consumer product evaluations. In addition, cognitive age interacts with time manipulation as a meaningful moderator/predictor, and dispositional time view interacts with time manipulation to influence consumer evaluations. An incongruency effect (i.e., a time manipulation condition that differs from consumers' time perceptions) occurs for hedonic attribute evaluations but not for utilitarian attribute evaluations. The research offers several managerial implications of these findings.     

Disconfirmation processes and consumer evaluations in product usage

Recent works on satisfaction theory have shown that disconfirmation plays a major role in the determination of satisfaction levels. Less, however, is known about the mental process used by consumers to form disconfirmation cognitions. This study operationalized and tested the role of two types of disconfirmation, inferential and overall (perceived), on the satisfaction of appetite suppressant users after first trial and repeat usage situations. Results showed that overall perceptions mediated the relationship between inferred disconfirmation and satisfaction in both time frames, as hypothesized.     

Disentangling country-of-origin effects: the interplay of product ethnicity,national identity,and consumer ethnocentrism

The country-of-origin (COO) of products has been shown to affect consumer choice, especially in situations where the origin has a stereotypical association with particular products and depending on certain consumer traits (e.g., national identity, consumer ethnocentrism). However, little is known about how these phenomena are related. Two controlled experiments conducted in two different countries and product categories reveal that product ethnicity moderates the impact of national identity but not of consumer ethnocentrism. National identity is found to influence consumer preference only if the foreign product ethnicity is higher but not lower than that of comparable domestic products. Furthermore, while consumers with a low national identity are positively affected by a high product ethnicity of foreign products, this effect vanishes with increasing levels of national identity. This research has implications for academics and practitioners alike, as it examines important boundary conditions of country-of-origin effects that have been undiscovered so far.     

The effects of processing mode and brand scandals on copycat product evaluations

Conventional wisdom suggests a ‘copycat’ (look-alike) product’s success is due in part to the halo generated by its positive association with national leader brands (NLB). But, what if the NLB is the focus of negative publicity? In the current investigation, we seek to determine the extent to which NLB scandals (i.e. negative news stories) have an impact on consumers’ evaluations of copycat products. Further, we extend recent work on comparative evaluation strategies (consumer information processing modes) by demonstrating that a copycat product is evaluated more favorably when presented separate from (as opposed to adjacent to) the NLB product. However, negative perceptions of the NLB are shown to moderate these effects. Furthermore, a follow-up study supports the notion that visual similarity drives these effects.     

The impact of attributions about life events on perceptions of foreign products: Contrasts in individualism and collectivism

An event important to a consumer that occurred in a foreign country may serve to affect perceptions about the products from the country. Life events represent important experiences or circumstances that tend to exert a major influence on the individual. This article examines how consumer attributions made about a life event occurring in a foreign country vary across individuals from individualist and collectivist cultures, which serve to moderate the impact of the event on product perceptions. The research literature on life events, attribution theory, and cross‐cultural differences are used to formulate propositions regarding the relationship between life‐event attributions and subsequent perceptions of products from the foreign country. Implications and research directions are provided. © 2007 Wiley Periodicals, Inc.     

Serial product evaluations online: A three-factor model of leadership,fluency and tedium during product search

In any product search process, consumers encounter multiple products. In today's online retail environment, such product encounters are increasingly serial, such that consumers review products back-to-back (e.g., through swiping in mobile apps). The present research shows that for the serial evaluation of products, the serial position matters through an interaction of a leadership bias, conceptual fluency and tedium. During a product search, evaluations follow an S-shaped pattern consisting of (1) a primacy phase of declining evaluations (caused by a leadership bias towards the first product), (2) a wear-in phase of increasing evaluations (caused by increasing conceptual fluency after a recognition of the shared attributes of the product category), and (3) a wear-out period of declining evaluations (caused by tedium). Ten empirical investigations in an e-commerce setting granularly trace these three phases, establishing conceptually related overall boundary conditions (matching vs. searching products) and moderators (conditional vs. unconditional searching, product similarity, conceptual category knowledge, product image complexity) of the S-shaped pattern of serial product evaluations.     

Consumers' mood states: The mitigating influence of personal relevance on product evaluations

This article reports the results of two studies where subjects' mood states (good, bad) were manipulated. In keeping with previous findings, subjects' evaluations were biased by their mood state. As predicted, however, this bias was only discernible when the product evaluation was perceived to be relatively unimportant. © 1994 John Wiley & Sons, Inc.     

The effects of price and message-sidedness on confidence in product and advertisement with personal involvement as a mediator variable

Attribution of confidence by consumers when the price of the product is known, has already been investigated in previous studies, as has been attribution of confidence from advertisements' sidedness. This study, based on a 2 × 3 × 2 (sidedness × price levels × type of product) factorial design, focuses in the interactive effects of price and message-sidedness, since consumers are rarely exposed to one single variable of the marketing strategy. A model is developped, which is articulated on the central concept of consumer involvement. It is found that under high involvement, high price enhances confidence in the product (but not in the advertisement), two-sided messages increase confidence in the advertisement (but not in the product). It is also shown that two-sided messages bring about higher-confidence in the product when price is at the medium level.     

Consumer evaluations of store brands: effects of store image and product attributes

The importance of store brands has increased. Many products carrying a label that is exclusively available from a specific retailer chain have been introduced in recent years, with varying degrees of success. Retailers appear to pay little attention to the multiple risks associated with adding new product categories to their store labels. We investigate how store image factors and various categories of perceived risk associated with product attributes affect consumer evaluations of store-branded products. A structural model is developed and tested, providing indications of the likelihood of store brand success in various product categories. Research and managerial implications are provided.     

Image congruence effects on product evaluations: The role of self-monitoring and public/private consumption

Past research has demonstrated that congruence between brand image and self-image is positively related to consumers' product evaluations. Results from this study support the hypothesis that increased self-monitoring is associated with a greater effect of image congruence on consumers' evaluations of publicly consumed brands, but not privately consumed brands. Results also suggest that consumers' evaluations of publicly consumed brands are more affected by the congruence between brand image and ideal self-image than actual self-image, whereas actual and ideal congruence have equal effects on consumers' evaluations of privately consumed brands. © 1996 John Wiley & Sons, Inc.