Animation attracts: The attraction effect in an on‐line shopping environment

Two studies examine the attraction effect—an inconsistent choice behavior typically observed when consumers are presented with two products (target and competitor), both good for different reasons, and a worse “decoy”—in the context of online consumer decisions with different product displays (animated or static). The experiments, with different participant populations, show that the attraction effect in an online shopping environment depends on the animation format of the products. Experiment 1 (with Italian participants) suggests that the attraction effect is eliminated when target and competitor are both animated and is accentuated when the target is animated and the competitor is static, regardless of whether the decoy is animated or static. Experiment 2 replicates this animation/attraction effect in the United States, where on line shopping is more common than in Italy. The paper concludes with theoretical and practical implications for on line shopping. © 2006 Wiley Periodicals, Inc.     

AROUSAL,MEMORY, AND IMPRESSION-FORMATION EFFECTS OF ANIMATION SPEED IN WEB ADVERTISING

Animated advertisements on the Web come in a variety of shapes, sizes, and colors; they also animate at different speeds. Although recent studies have shown animated ads to be more effective than still ads, the role played by the rate of motion in animated ads has been neglected. An experiment was designed to address this issue by focusing specifically on the physiological and psychological effects of animation speeds in Web ads. Hypotheses derived from motion effects, excitation transfer, limited capacity, and vividness effects theories were tested via a mixed-design experiment wherein participants (N = 47) were exposed to both slow-paced and fast-paced animated ads in one of two sequences (fast then slow, or slow then fast). Arousal was monitored during reception, while memory, conation, and impression formation were measured via a postexposure paper-and-pencil questionnaire. Results indicate that animation speed is a psychologically significant variable. Theoretical and practical implications are discussed.     

An investigation into online atmospherics: The effect of animated images on emotions,cognition, and purchase intentions

While prior research on animation effects focused on Web advertising, this article focuses on online retailing and identifies animated images as an important online atmospheric cue. Using an extended Stimulus-Organism-Response (SOR) model, this article explores animation effects on emotional and cognitive processes. Across two studies, the findings show that compared with static images, animated images elicit greater pleasure, which in turn induces more favorable website attitudes, and lead to higher purchase intentions. Further, this serial mediation effect holds across different types of products. These findings, from the perspective of online atmospherics, deepen our understanding of animation effects on consumer approach-avoidance responses.     

Prevalence and attitude of university students towards mobile phone use while driving in Jeddah,Saudi Arabia

ABSTRACT

This study aimed to investigate the prevalence and attitude of university students towards mobile phone use while driving. The present study was conducted at King Abdulaziz University, Jeddah, Saudi Arabia. Five hundred and ninety-three participants were recruited for this study. Attitude, consequences and their involvement in various reckless behaviours pertaining to the use of mobile phone while driving were checked by a questionnaire. Overall, the majority of the respondents (90%) use a mobile phone while driving. About half of the participants had experienced consequences regarding texting while driving and had engaged in reckless behaviour. The majority of the students of Faculty of Medicine, Engineering Sciences, Earth Sciences, Administration and Economics and Orientation Classes were more frequently texting while driving (p < .001). The unmarried students were more often texting while driving as compared to married (p < .001). Overall, the majority of the respondents use the mobile phone while driving.     

Participation by U.S. Agencies in International Brand Advertising: An Empirical Study

Abstract

Marry ad agency executives have proclaimed the era of the global advertising agency. They observe that corporations are moving towards placement of their worldwide advertising through a single agency, and they predict that a few large “mega-agencies” will take over a majority of international advertising accounts. Yet, no published studies have examined how many brands are actually handled by the same ad agency worldwide. This paper presents the results of a survey examining the extent to which U.S. companies use the same agency to advertise abroad and in the home market. The study found that of the brands sold abroad, only about one-third are handled by the same agency both at home and abroad. This proportion does not vary significantly with advertising budgets, by product class, or between standardized and non-standardized brands. In addition, no single-agency group or “mega-agency” handles more than eight percent of the sample brands, and no agency handles a majority of its U.S. brands abroad.     

Celebrity Endorsements in U.S. and Thai Magazines: A Content Analysis Comparative Assessment

SUMMARY

Celebrity endorsements have become a prevalent form of advertising. Hence, the purpose of the study was to determine the relationship between the use of celebrities and the types of products endorsed. Advertisements from one popular magazine in the U.S. and 2 popular magazines in Thailand were used. Results indicated that U.S. advertisements of beauty, dietary and health services, hospitals, and weight loss clinics categories utilized celebrity endorsements more often than other categories. In Thai advertisements, supplementary foods and medicines used celebrity endorsers more often than other categories. Results further support that a significant relationship exits between celebrity endorsers and product types.     

Cue-recognition effects in the assessment of movie trailers

In the past, the role of recognition in inferential choice has often been investigated within the recognition heuristic (RH) that focuses on the recognition of options. In the present study I investigate instead whether the recognition of a cue influences the assessment of movie trailers. This extension of the RH to cues provides important and more comprehensive insights into recognition in everyday decision-making. One hundred and eighty-eight participants were randomly assigned to one paired comparison and had to decide which of two movie trailers (Epic and The Croods) was about to become more successful. All pairwise comparisons consisted of the same two unknown animated movie trailers. They differed merely from a fade-in of a short unknown or known movie title (e.g., “From the makers of Ice Age”). The central objective of this study was to test whether or not the participants judged movie trailers to be more successful and likeable when associated with the famous movie title and thus decide on the basis of the recognition of this cue. In fact, it was shown that people in this context often revert to this recognition cue. However, the prerequisite for this effect was that the faded-in title should be appropriate for the trailer. Furthermore the preference of animated films was identified as a key factor. Volunteers who liked animated films less, often decided due to the recognized cue. Moreover it is shown that participants increasingly use the recognized cue to decide if they specify a preference and high success for this faded-in movie.     

When Product Placement Is NOT Product Placement

Abstract

The development of product placement in films and television shows can be readily observed by anyone who has devoted a significant part of their lives going to the movies. The first product placements were generic and fictitious and were hardly noticed by the movie-going public. But, as the placement of real products became more prevalent, it became apparent to the serious film buff that the presence of a fictitious or clearly disguised product became more of a distraction than the use of actual products. The attempt to make serious realistic films is sometimes sidetracked by a clearly fake product that strikes at the suspension of disbelief of movie goers, particularly when they have some familiarity with the product NOT being placed.     

The Innovation Process and the Development of a Sustainability Strategy

ABSTRACT

This article analyzes what influences a firm's choice of strategy—why some firms stick to defensive strategies while others rely on offensive ones. With this in mind a survey was conducted on mineral sector companies associated with the Brazilian Mining Institute. The results show that the majority of companies use an offensive strategy and that some companies use more than one strategy at the same time. That is, they possess a corporate strategy and a sustainability strategy.     

Promotions and Purchase Decisions in Private Clubs

Abstract

This study investigated the use of price discount promotions at private clubs. The purpose was to determine whether the promotions led club members to purchase the promoted food entree items when dining at the club, and the effect of the promotions on the purchase of regular or non-promoted food and beverage items. Over three-fourths of the members who cited the promotion as a reason for visiting the club purchased one or more regular price items. Members visiting the club for the promotion spent more money on regular price items than on promoted items. Moreover, the majority of promotional purchases were made by members who did not visit the club in response to the promotional advertisement.     

Servbrand Framework: A Business-To-Business Services Brand Equity Framework

ABSTRACT

Purpose: The research reported on here set out to develop a tailored branding model for business to business (B-to-B) services by applying the brand resonance pyramid to a selected B-to-B services context.

The brand resonance pyramid was developed based on research that was predominantly consumer product or individual brand oriented, though one of the objectives when the model was developed was that “the model had to be versatile and applicable to all possible kinds of brands and industry settings. As more diverse applications of branding continued to emerge for products, services, organizations, people, places, and so forth, the model needed to have far-ranging relevance”. The brand resonance pyramid therefore had to be applicable to any context, including B-to-B services contexts. However, consumer goods branding strategies are not directly transferable to B-to-B or services markets and there are documented differences between the B-to-B and business-to-consumer (B2C) markets and products and services contexts. There is also doubt regarding the validity of the contention that the brand resonance pyramid should be applicable to the B-to-B sector.

Methodology: Using an interpretivist qualitative research approach and an exploratory research strategy, the Servbrand framework was developed empirically by applying the brand resonance pyramid to a selected B-to-B services context. Fourteen useful in-depth interviews were obtained from appropriate and information rich participants that represented more than 14 of the 89 organization that were included in the selection frame. Some of the participants were responsible for the relevant decisions of more than one organization.

Findings: The results from the study reported on here (summarized as Figure 5) prompted the inclusion of a people dimension and elevated the importance of relationships in an amended B-to-B services brand equity framework. The people brand-building block includes the dimensions of attitude and demeanor, personality and values, personableness, product knowledge and client knowledge. Relationships, as the ultimate aim of the framework, concern both interpersonal relationships and partnerships.

The article presents a conceptual framework to guide effective brand building strategies in a selected B-to-B services context. Researchers can use the framework to test its applicability in other contexts, which will contribute to the amendment of a significant brand equity management framework.

The Servbrand framework can assist marketing practitioners to improve the effectiveness of strategic brand management for B-to-B services.

Contribution: The empirical research contributes to three areas of brand equity research, namely: 1) the offering type – by investigating service offerings rather than product offerings; 2) the brand level – by investigating organization-level brands rather than product-level brands; and 3) context – by investigating a B-to-B context rather than a B2C context. A revised brand resonance pyramid is proposed and called the Servbrand framework.     

Attention-Grabbing Power of Branded vs. Unbranded Packaging

Abstract

The aim of this study is to investigate the impact of branding on consumer attention and the role that gender and product expertise play in shaping consumer preference. An eye-tracking experiment revealed that branded containers and plants attracted consumers’ initial attention and held their attention longer than unbranded containers and plants. Female consumers tend to use brand as a central cue in information processing, while males use brand as a peripheral cue. The presence of branding also influences perceived product attractiveness. This study reinforces the information-seeking theory by providing empirical support for the selectivity model.     

Marketing's role in successful product development

This paper argues, on the basis of an empirical study of leading US and UK manufacturing firms, that the marketing function has on balance a more important contribution to make in identifying and initiating product development options than the technical function. It is shown that from the manufacturer's viewpoint different types of developments revolve around: (i) old product development, which is concerned wth improving or updating existing product lines and (ii) new product development, which is concerned with new product lines. Within each of these two main types further important marketing‐related options are identified which widen the scope for product development far more than is commonly appreciated.     

Customer Testimonials and News Clips as Contextual Cues in the Consumer Cognitive Processing of Online Shopping

SUMMARY

This study examines to what extent degrees of nudity presented in advertising differ across five countries (Brazil, China, South Korea, Thailand, and the U.S.). Content is examined by media type (TV vs. magazine) and product category (congruent vs. others). Results show that Thai and U.S. ads employ the highest degrees of nudity, whereas Chinese ads present the lowest degrees. Across all the countries, magazine ads and congruent-product ads employ higher degrees of nudity than TV ads and non-congruent product ads. The effect of product type on degrees of nudity is stronger in TV ads than in magazine ads and the interaction effect between media type and product type also varies across the countries. Our study provides richer and more specific implications for global advertising strategy with respect to representation of models and use of sex appeals.     

General Patterns of Cell Phone Usage Among College Students

Abstract

There has been tremendous growth in the cellular telephone industry in recent years. The present study was undertaken in order to better understand the pattern of usage among one of the most important target markets for cell phone products—young adults attending college. Data were collected from a total of 383 cell phone consumers residing in four states in different geographic regions of the United States. Respondents ranged in age from 18-57 with a median age of 23 years. Data analyses revealed several interesting and potentially important patterns of usage. Among these were the findings that the majority of those surveyed indicated that they use their cell phones for the purpose of social stimulation, to remain continually available, for domestic reasons, to leave themselves memos and reminders, for time-keeping, for emergency purposes, and to use the phone's phonebook function.

It was also found that the cell phone market among the target population is relatively mature in that the vast majority of the sample (90.5%) indicated that they have owned a cell phone for more than one year. The maturity of the market, however, was found to vary as a function of geographic region. This particular finding has implications for regional cell phone marketing strategies. A number of other differences of potential importance for market segmentation and target marketing purposes also emerged and are discussed in detail.     

The Impact of Changes in the Political and Economic Environment on Foreign Direct Investment Opportunities in Romania

Abstract

This study reports findings of a survey including 139 Finnish and 97 Austrian companies active in Eastern Europe. The study focuses on two major areas in the firm's business activities in Eastern Europe, namely on market strategies-the timing of market entry, market selection, entry modes and motives-and company performance. The number of market entries has increased after the transition, but the majority of business activities still take place in geographically-close countries. Companies have gradually started to use more high-commitment modes of operation, but contrary to our expectations, high commitment modes were also frequently used in more unstable markets. Company performance in Russia and especially in other countries of Eastern Europe was in general clearly lower than in domestic markets and foreign markets in general. Against expectations, firm size, dependence on international markets, length of operation, and mode of operation in Eastern Europe did not significantly influence the performance. However, firms which concentrated on Russian markets on a continuous basis performed much better than other firms.     

Marketing Accounting Services in the U.S. and Norway

Abstract

This study compares the general perceptions of marketing and the marketing experiences and training by accountants in the United States and Norway. The results of this study indicate there are differences in perceptions of marketing held by accountants in the U.S. and Norway and in their marketing practices. Accountants in the U.S. held stronger opinions on the importance of marketing accounting services, whereas accountants in Norway believed more strongly that reputation for quality work was more important than marketing. Over two-thirds of Norway accountants reported they did not use marketing concepts in their practice while over half of U.S. accountants indicated they did. A majority of Norway accountants indicated they did not need marketing because their clients come to them when they need their services. These findings demonstrate the importance of being cognizant of the differences in marketing professional services as accountants expand their understanding of global business and accounting practices.     

Differences in consumer price knowledge between Germany and Finland

Abstract

Price knowledge studies are a key to understanding behavioural pricing strategies. Consumer price knowledge is an ongoing concern in the literature. It is also generally acknowledged that price awareness is subject to cross-cultural differences. This is important because the retailer market is dominated by global players who use standardized marketing-mix instruments. However, there are no studies about price knowledge between countries. This study examines differences in price knowledge between German and Finnish consumers. The results show that Finnish consumers were able to give at least some price estimate for a product more often, but the estimates of German consumers were more accurate. Due to data limitations of our study more research is needed about cross-cultural price knowledge.     

Customer Satisfaction with Consumption Systems

ABSTRACT

Purpose: This research examines how satisfaction toward a product and its associated services offered together by a single provider jointly affects behavioral intentions toward the provider.

Design/methodology/approach: In this study, empirical tests were conducted using longitudinal data spanning 5 years from a multinational company that offers both products and associated services as part of a consumption system to their customers.

Findings: Results show a joint congruent effect of product and services satisfaction on behavioral intentions is linear and positive. It appears that offering great service cannot compensate for less-than-adequate satisfaction toward the product. The results further highlight decreasing customer sensitivity to improvements in both sources of satisfaction and imply that focusing on too high levels of one type of satisfaction for their customers can actually be counterproductive for firms.

Research Limitations: Our model was tested using the data obtained from a single firm. Future research could test this model with data from multiple firms in various different industries and establish broader generalizability to the findings.

Practical Implications: Findings provide managers with insights on how to allocate resources across product and service spaces and to manage product and services revenues over time. Results also indicate that customer behavioral intention ratings are more weighted on product quality over the service received by them. However, mere improvements in the product cannot provide the highest desired results and therefore quality improvements in the product need to be complemented by improvements in service quality.

Originality/Value: There is a rapid emergence of the phenomenon of manufacturers providing both products and services as an integrated consumption system to their customers. While the provision of both product and service subsystems by the same firm leads to certain synergies, there are obvious costs to the development of new service capabilities and coordination with existing product capabilities. Our research intends to address this issue.     

Comparing children's explicit and implicit understanding of advertising and placement on TV

ABSTRACT

Although product placement is a frequently used promotional tool in local and international productions, particularly in combination with advertising, its study has been almost neglected in Latin America. This paper examines the explicit (verbal) and implicit (cued) understanding of advertising and placement in a sample of 9-, 12- and 15-year-old children from Chile. The results showed a more sophisticated comprehension of advertising in comparison with product placement. They also revealed that age is positively correlated with a more sophisticated understanding of both placement and advertising. Finally, significant differences were observed when comparing the use of verbal and cued methods. The results are discussed in terms of prior literature and their practical implications.