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1.
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. 相似文献
2.
Sheldon suggests that a strong relationship exists between physique and temperament or personality. The present study examines the usefulness of physique and temperament as moderators of communication effect. Subjects were exposed to twelve advertisements that captured salient elements of Sheldon's theory. Measures of physique and temperament served as the independent variables while affect toward the advertisements served as the dependent variable. There was a significant relationship between temperament and affect. Physique, however, was not as predictive. It appears that Sheldon's Constitutional Theory can potentially contribute to the formulation of advertising strategies by providing an indication of the appeals that might be relevant. 相似文献
3.
Sukanlaya Sawang 《Journal of Promotion Management》2013,19(1-2):167-187
This study examined consumers’ attitude toward the use of sexual content in advertisements among there different cultural groups; i.e., individualistic sample (White American), collectivistic sample (US temporal visitors from Asia), and acculturation sample (Asian immigrants). Sixty participants were asked about cultural acceptability of sexual content ads and the favorable attitude toward those ads by using Q-methodology. Asian participants reported less cultural acceptability for sexuality, than either Asian American or North American participants. The findings also revealed that North Americans are more likely to prefer the use of sexual content in advertisement than Asians. Asian-American participants agreed with North American participants in regard to sexually explicit advertising. Implications and limitations were discussed. 相似文献
4.
Abstract This paper examines the tenability of a two-dimensional (tension and energy) formulation of fear arousal effects in the context of print advertising. Intuitively, stimulation of fear parallels a two-part continuum of increasing tension. This exploratory study stems from the theoretical premise that increasing tension generates energy up to a certain point, and beyond that “threshold,” increasing tension arouses anxiety which begins to deplete energy. The study examines the effects of two print ad stimuli on the multidimensional structure of arousal, resulting attitude toward the ad and behavioral intention. The results indicate that print ad induced arousal effects fell short of the “threshold” point. However, a comparison between fear appeal treatment groups reveals that the stronger fear appeal resulted in arousal effects showing “progress” toward the threshold point. Thus, these results lend credibility to the idea of a “threshold” separating a two-part continuum of increasing tension. General implications of these results are discussed, and tentative suggestions in regard to the design and use of fear appeals using both print and video stimuli are furnished. 相似文献
5.
Differences in emotional response, cognitive response, attitude toward the ad and attitude toward the brand were observed after subjects were exposed to advertising messages of different modalities (audiovisual vs. audio-only) and appeals (rational vs. emotional). Hypothesized causal models depicting the relationships among the dependent measures were tested using LISREL. Results sup ported the mediating roles of both emotional and cognitive responses in the acceptance of advertising messages. 相似文献
6.
全球营销获得成功的首要条件是理解不同文化之间的价值观的相似性和差异性。由于缺乏以研究为基础获得的信息,这一任务对于试图与中国做生意的公司而言尤为艰巨。本研究采用霍夫斯塔德文化模型中的最新价值观来比较中美之间波莱广告诉求的有效性。在以文化维度为基础预测有效诉求的20个假设中,有9个得到了支持。另外一个假设也非常显著,但是与预想的方向正好相反。这些研究发现意味着,采用霍夫斯塔德文化维度作为有效广告诉求的唯一预测指标是不明智的。霍夫斯塔德维度或许缺乏可以有效预测各种广告诉求成功度所必需的结构。此外,广告诉求的有效性还可能由于其他因素(例如,年龄、社会趋势、政治法律环境及产品用法)而有所调整。 相似文献
7.
This research examines print advertisements of nonprofit organizations (NPOs) using eye-tracking technology and a nonverbal, emotional scale to assess donor behavior. Attention to three areas of interest, including the text, face, and brand/logo, was visually tracked. Next, three eye-tracking metrics (Time to First Fixation, Fixation Count, and Total Visit Duration) and corresponding donor behavior were measured. The eye-tracking metrics were effective indicators of an advertisement’s propensity to stimulate donor behavior. The findings in this research show that NPO advertisements should encourage viewers to look at the face in the advertisement layout. The more times the subject went back and looked at the face, and the more total time spent looking at the face, the greater the likelihood they would recommend to others to donate. These characteristics are shown in this research to be those of negative emotional appeals. 相似文献
8.
David S. Waller Sameer Deshpande B. Zafer Erdogan 《Journal of Promotion Management》2013,19(4):400-417
Violent images are often used in advertisements to gain attention and sell products, resulting in complaints to regulatory bodies and concern regarding the effects of these potentially offensive advertisements on society. This paper presents the results of a survey of 930 university students from six countries to determine which personal and attitudinal variables have a significant influence on their attitudes toward advertisements with violent images. The results indicate that gender, country, intensity of religious beliefs, economic inclination, and products (social/political groups) produced the strongest reaction. These factors should be considered when advertisers run local or global campaigns with violent images. 相似文献
9.
This research reports the results of two field experiments designed to help determine what format of email advertising is most effective with customers at different lifecycle stages. The experiments examine customer response to picture-dominant versus text-dominant advertising. Although the relative effectiveness of picture- versus text-dominant advertising has received some attention in previous research, the issue of which type would be most effective at different points in the customer's relationship with the brand and for different metrics has not been explored. The two field experiments were executed by a major fashion retailer that sells clothing and accessories for special events. The first experiment was conducted with prospective customers and focused on advertising for the retailer's primary product, which typically occurs first in the purchase cycle. The second experiment was conducted with customers who had already purchased the primary product and focused on advertising for an accessory typically purchased later in the cycle. The investigation was conducted from a customer relationship management perspective, examining the financial impact of each type of advertisement at different stages in the customer's relationship with the brand. At the aggregate level we find only minor differences in the performance of the picture-dominant versus text-dominant advertisements. However, we find that the retailer can greatly improve revenue by customizing ad format based on observed customer traits. 相似文献
10.
11.
The article compares and contrasts rational versus emotional appeals in newspaper advertising, based on over 100 items comprising copy, art, and layout characteristics. Using a sample of 1,335 advertisements that appeared in Cypriot national newspapers, a number of significant differences were observed. To a large extent these differences reflect the entirely opposite perspectives adopted by each appeal, with execution elements in rational advertisements revolving mainly around objectivity, functionality, and utilitarianism, as opposed to emotional advertising elements that are characterized more by subjectivity, emotionalism, and value-expressiveness. Several conclusions and implications for advertising researchers and practitioners are derived from the study findings. 相似文献
12.
Previous research into the use of explicit and implicit conclusions in advertising has yet to demonstrate consistent effects for both brand attitudes and purchase intentions. While research has examined the role of involvement, this study contributes by examining the trait called need for cognition (NFC), which addresses a person's propensity to engage in effortful thinking. In addition, this study introduces argument quality (AQ) as another potential moderator of conclusion explicitness effects. In a 2 × 2 experiment of 261 subjects, conclusion explicitness (explicit conclusion, implicit conclusion) and AQ (strong, weak) are manipulated, with NFC (high NFC, low NFC) as a third measured variable. Results indicate more favorable evaluations for implicit conclusions over explicit conclusions for high-NFC individuals. Further, implicit conclusions result in more favorable brand attitudes and purchase intentions when linked with strong AQ for high-NFC individuals. The findings confirm that conclusion explicitness does not differentially affect the evaluations of low-NFC subjects. Results suggest that NFC may represent an important moderating variable for future conclusion explicitness research. 相似文献
13.
Differential Effects of Chinese Women's Sexual Self-Schema on Responses to Sex Appeal in Advertising
Mei-Chun Cheung Agnes S. Chan Yvonne M. Han Sophia L. Sze Nicole H. Fan 《Journal of Promotion Management》2013,19(3):373-391
Despite the increased use of sex appeal in advertising, little is known about the influence of individual personality differences on responses to sexual information. This study examines the effects of the “sexual self-schema” personality trait on Chinese women's responses to advertisements using sex appeal. Regardless of the type of sexual information used, attitudes toward these advertisements mediate the effect of sexual self-schema on the purchase intentions of women with lower sexual self-schema while this mediating effect was not observed in women with higher sexual self-schema. The theoretical and practical implications of sex appeal in advertising for Chinese women are discussed. 相似文献
14.
Robert Mayer 《Journal of Business Ethics》2013,116(3):513-527
Usury ceilings seem indefensible. Their opponents insist these caps harm the consumers they are intended to help. Low ceilings are said to prevent the least advantaged agents from accessing legal credit and drive them into the black market, where prices are higher and collection methods are harsher. But in this paper, I challenge these arguments and show that the benefits of interest-rate limitations in the most expensive credit markets clearly outweigh the costs. The test case is payday lending. Deregulated pricing in this market produces negative externalities that justify usury restrictions. Unless prices are capped, the more solvent majority of borrowers is compelled to cross-subsidize the least solvent debtors, who have a high rate of default. Rationing the riskiest debtors out of this market by means of a moderate usury cap puts an end to this unfairness and produces fewer bad consequences than the advocates of deregulated pricing recognize. I argue that only an extreme principle like maximizing the minimum could justify a free market in payday credit. 相似文献
15.
Johanna Söllner 《广告杂志》2013,42(3):302-312
Ad blocker proliferation threatens the revenue streams of many websites and raises fears about the viability of digital advertising as a whole. Although industry initiatives have increasingly aimed to mitigate ad blocking, surprisingly little research addresses the problem. It remains largely unknown which factors drive ad blocking or help unblocking or “whitelisting” of select websites. This article presents an exploratory survey study of 1,634 ad blocker users and uncovers the main factors driving ad blocking and conditions for unblocking select websites. The conditions suggest changes to online advertising in line with current industry initiatives, as well as opportunities for direct appeals to ad blocker users. A field experiment with 294,331 users tests whether banner appeals can reduce ad blocking. The results show that these appeals reduce ad blocking among 1% of the ad blocker users, and among frequent visitors who encounter repeated banner appeals, this percentage increases to 2%. However, repeated banners also lead to fewer website visits of users not conforming to the appeal, which suggests a trade-off between reducing ad blocking among some users and further increasing avoidance behaviors among others. 相似文献
16.
Journal of Business Ethics - Deception is common in the marketplace where individuals pursue self-interests from their perspectives. Extant research suggests that perspective-taking, a cognitive... 相似文献
17.
《Journal Of Asia-Pacific Business》2013,14(2):3-24
Researchers frequently cite the importance of testing the validity of Western business theory in other regions of the world such as Asia. In response, this study seeks to determine whether US.-based theory concerning the use of humor in television adver- tising has predictive validity in two rapidly emerging Asian markets (Korea and Thailand) and one European market (Germany). Of par- ticular interest are hypothesized relationships between product type and marketers' use of humor to communicate brand information. While some evidence of predictive validity is found, the overall pattern of results suggests that international business managers should exercise caution before assuming that U.S. advertising suate- gies apply in other national markets. 相似文献
18.
Todd Green 《广告杂志》2013,42(2):128-141
There are two forms of advertising appeals for environmentally friendly products and policies: those that provide consumer benefit (e.g., cost savings) and those that provide societal benefit (e.g., lower emissions). This research examines the role of decision-making and consumption contexts on the efficacy of each appeal. The results of three studies indicate that in contexts where consumers experience heightened public accountability they are more responsive to other-benefit appeals, and in more private settings they favor self-benefit appeals. We replicate this finding across multiple samples, product categories, and consumption and decision-making contexts. Our findings reconcile previously conflicting research on the efficacy of either appeal type and provide guidance for marketers seeking to promote environmentally friendly consumption. 相似文献
19.
The primary purpose of this study was to better understand the effects of consumers' perceived self-efficacy on their perceptions of the ethicality of a fear appeal and subsequent attitudes towards the ad, the brand, and purchase intentions. In this study, a total of 305 consumer responses were investigated to determine attitudes toward a fear appeal ad. The results suggest that the use of strong fear appeals may not be perceived as unethical if consumers feel they can use the recommended product to effectively eliminate the threat posed by the ad. 相似文献
20.
《Journal of Promotion Management》2013,19(2-3):91-111
Abstract The aim of this research is to provide empirical data to either support or challenge the view that subculture has an impact on how sex appeal in advertising is perceived. The study looks at young females of two specific British subcultural groups, Anglo-Saxon and Asian-Islamic British. It reveals that there are differences in the perception of sex appeal, since the Asian-Islamic British have a rather more negative attitude towards this particular appeal, while the Anglo-Saxon have a much more positive attitude towards it. 相似文献