Exploring the impact of affect on the effectiveness of comparative versus non-comparative advertisements

Affect is important in advertising, but it has not attracted sufficient attention in the research of comparative advertising. Two studies were conducted to explore how affect influences the effectiveness of comparative versus non-comparative advertisements. Study 1 focused on context-induced affect and showed that participants with positive affect expressed more favourable attitudes toward a comparative advertisement than a non-comparative advertisement. Study 2 addressed the coexistence of context- and ad-induced affects. Results showed that in the condition of positive context-induced affect, participants liked a comparative advertisement more than a non-comparative advertisement when ad-induced affect was positive. However, they evaluated both types of advertisement similarly in a negative manner when ad-induced affect was negative. In the condition of negative context-induced affect, participants expressed more favourable attitudes toward the advertisement eliciting positive affect than the one eliciting negative affect (regardless of ad type). These studies provided theoretical and practical implications, as well as directions for future research.     

Ad processing and persuasion: The role of brand identification

This article examines the relationship between ad learning and ad-based persuasion; it proposes that consumer identification of the advertising brand positively affects attitude toward the ad, which in turn enhances positive brand attitudes. A model integrating learning and attitudinal responses to ads was tested with aggregate readership recognition scores and attitudinal measures for different ads. Results suggested that identification of the advertiser is a crucial operation in ad processing. Ads that facilitated identification of the brand appeared credible, which contributed to enhancing their persuasive impact. Neither the degree of overall attention devoted to an ad previous to brand identification, nor subsequent extensive elaboration of the ad's copy, affected ad or brand attitudes. © 1998 John Wiley & Sons, Inc.     

Is negative affect in advertising general or specific? A comparison of three functional forms

More than one type of negative affect is experienced by a consumer exposed to an ad. Some types of the affect are persuasive; others are dissuasive. The present study, motivated by these observations, explores the internal relations of negative affect. Three functional forms are derived from two competing theoretical views and their measurements of negative affect. The superiority of the three forms is examined in terms of their parsimony and precision of estimation for the variances in consumers' attitudes toward ads. Results suggest that in predicting the persuasiveness of negatively affective ads, researchers need to consider the specific nature of the different types of negative affect and their directions of persuasiveness. More controlled and more effective negative-affect-inducing executions will then be made possible. © 1997 John Wiley & Sons, Inc.     

Employee Reactions to Internet Monitoring: The Moderating Role of Ethical Orientation

Research has demonstrated that employee reactions to monitoring systems depend on both the characteristics of the monitoring system and how it is implemented. However, little is known about the role individual differences may play in this process. This study proposes that individuals have generalized attitudes toward organizational control and monitoring activities. We examined this argument by assessing the relationship between employees’ baseline attitudes toward a set of monitoring and control techniques that span the employment relationship. We further explore the effects of employees’ generalized attitudes toward monitoring and their individual ethical orientations on their attitudinal reactions to an Internet monitoring system implemented in their workplace. Results of a longitudinal study indicate that as expected, prior beliefs and ethical orientation interact to affect employees’ reactions to monitoring systems. Implications for research and practice are discussed.     

Effects of Mood and Elaboration on Processing and Evaluation of Goal‐Framed Appeals

Two experiments examined the influence of mood and elaboration on consumer processing and evaluation of goal‐framed appeals. Subjects displayed more favorable attitudes and purchase intent (PI) when exposed to negative goal frames than equivalent positive ones. These effects were attenuated under high‐elaboration conditions. Compared to subjects in positive moods, those in negative moods exhibited more favorable thoughts, attitudes, and PI toward negative goal frames. Finally, mood and frame valence did not affect depth of processing but had a consistent impact on style of processing, that is, positive frames and moods induced relational processing whereas negative frames and moods engendered item‐specific processing.     

When Fiction becomes Fact: Effect of Reverse Product Placement on Consumer Attitudes

ABSTRACT

This exploratory study investigates the persuasive effects of reverse product placement (RPP)—subsequent commercialization of fictional brands from entertainment media into real world products—comparing it with product placement (PP). Persuasion Knowledge Model and Attribution theory were applied to frame hypotheses of effects on brand attitudes along with the constraining effect of skepticism. A mixed test design revealed presence of persuasion knowledge, recognition of persuasive intent, and negative effect of skepticism for PP, but not for RPP. RPP also had a stronger, positive effect on consumer attitudes. Potential application of RPP in new product development and adoption is discussed.     

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.     

Investigating the persuasive impact and underlying processes of interactive magazine ads in a real-life setting

ABSTRACT

This study tests a theoretical framework to explain the persuasive impact of interactive magazine ads on consumers’ ad and brand attitudes. To obtain realistic (unforced) responses, a field experiment was conducted with a one-factor (interactive vs. non-interactive magazine ad) between-subjects design (N = 98). Results showed that, although they rarely used it, participants positively evaluated the presence of an interactive feature in a digital magazine ad. Furthermore, parallel-mediation analyses revealed that the interactive magazine ad was perceived as more interactive and more surprising than the non-interactive ad, which ultimately positively impacted consumers’ attitudes towards the magazine. A second real-life setting experiment (N = 121) confirmed and extended these findings by revealing that the mediation effects were even stronger when consumers had used the interactive feature (vs. only seen). In addition, the relationship between interactive magazine ads and consumers’ attitudinal responses was explained slightly better by ‘perceived surprise’ than by ‘perceived interactivity.’     

Guilty by stereotypic association: Country animosity and brand prejudice and discrimination

This research tests the proposition that brands suffer prejudice and discrimination due to animosity toward a country with which they have a strong stereotypic association. In the first study, attitudinal data collected across a range of brands that vary in terms of the strength of the brand–country association indicate that brands with strong stereotypic association with a country suffer direct prejudice, in the form of more negative attitudes, related to animosity. When the brand–country association is less strong, the relationship between animosity and brand attitudes is moderated by the strength of the stereotypic association. In the second study, the level of brand–country association is manipulated experimentally to provide additional evidence of its moderating role on the relationship between country animosity and both prejudice toward (more negative brand attitudes) and discrimination against (less choice) a new brand.     

The New Face of Philanthropy: The Role of Intrinsic Motivation in Millennials’ Attitudes and Intent to Donate to Charitable Organizations

Nonprofits must gain millennials as lifelong donors for future sustainability. The current study aims to analyze the millennials and their intrinsic motivation (Deci et al., 1994), attitudes toward helping others, attitudes toward charitable organizations (Webb et al., 2000), and millennials intent to donate (Bearden et al., 1984) to these organizations. Results indicate that intrinsic motivation is moderately and positively related to attitudes toward helping others. Attitudes toward charitable organizations is moderately strong and positively related to intent to donate. Suggestions toward engaging and motivating millennials include volunteer work that is interesting, enjoyable and valuable to millennials. This study supports previous research on millennials while providing new avenues to engage them such as technology-based solicitations, generational comparative analysis, and intracohort analysis. The implications of this study suggest innovative ways of fundraising such as crowdfunding and social alliances that not-for-profits can tap into to motivate millennials to donate their time and money to their causes.     

Transferring game attitudes to the brand: persuasion from age 6 to 14

ABSTRACT

This paper aims to replicate previous findings regarding the differential impact of TV advertising and advergames on children's brand attitudes and pester intentions. Using a large data-set (N = 940, M_age = 9.8, SD = 2.4), with children ranging between 6 and 14 years old, the influence of passive exposure to TV advertising is compared to active exposure to an advergame. In addition, the potential moderating effect of age is explored. In a between-participants experiment, Flemish children were randomly assigned to watch a TV ad, play an advergame, or a no marketing control condition. Results revealed that children who had played the advergame reported significantly more positive brand attitudes compared to children who had watched the TV ad and children in the no advertising exposure control group. Children's pester intent was significantly higher for the advergame compared to the TV ad, but not compared to the no advertising exposure control group. The findings further showed that children's attitudes towards the ad format mediate the impact of the advertising format on pester intent. The advergame was indirectly more persuasive than the TV ad since children reported more positive attitudes towards the advergame compared to the TV advertisement. Moreover, this mediation effect did not differ by children's age. Persuasion knowledge did not mediate the influence of the advertising format on pester intent since children's persuasion knowledge was not significantly related to pester intentions regardless of children's age.     

Same-Sex Couples in Advertisements: An Investigation of the Role of Implicit Attitudes on Cognitive Processing and Evaluation

This research examined how implicit attitudes are associated with cognitive processing and self-reported evaluation of advertisements featuring same-sex couples. Hypotheses were posited using the theoretical framework of social identity theory (Tajfel and Turner 1986) and perspectives on implicit attitudes. In Study 1, participants watched and evaluated 10 television advertisements while physiological measures of cognitive and affective processing were collected. Ads varied such that half used same-sex couples as protagonists while the other half used other-sex couples. Participants demonstrated less positive responses to ads featuring same-sex couples. Physiological and self-reported responses were associated with implicit attitudes toward homosexuality Negative implicit attitudes toward homosexuality were associated with more negative affect, less attention, less positivity, and less liking for ads featuring same-sex couples. Two subsequent studies replicated these findings in nonstudent samples, indicating that participants preferred ads with other-sex couples (Study 2) and that implicit attitudes were associated with this response (Study 3). This research suggests that implicit attitudes affect processing and evaluation of ads featuring same-sex couples in ways unaccounted for by explicitly measured attitudes. Results are discussed in terms of advancing theory, furthering understanding of the dynamic processing of ads featuring in-group and out-group members, and practical implications.     

Sex,education, and unionism: demographic determinants of attitude toward japanese direct investment

This article reports the findings of a major survey of Ohio residents’ attitudes toward Japanese foreign direct investment in the United States. Attitudinal data were collected from 448 respondents with respect to their perceptions of Japanese investment in the United States and its effects. Crosstabulation of the data reveal the existence of significant attitudinal differences. Specifically, sex, educational level, and union membership are found to be significantly related to attitudes regarding Japanese foreign direct investment Women, individuals with lower levels of education, and union members hold more negative attitudes toward several aspects of Japanese foreign direct investment than the state's population as a whole.     

Exploring effects of source similarity,message valence,and receiver regulatory focus on yelp review persuasiveness and purchase intentions

This study is among the first to investigate the impact of message, source, and receiver characteristics on user attitudes toward Yelp reviews, with the subsequent impact of these attitudinal evaluations on review persuasiveness. Specifically, it examines the roles of review valence (positive/negative) and sidedness (one-sided/two-sided), as well as perceived similarity with the reviewer, on user perceptions of helpfulness, trustworthiness, and credibility of the review. The study also tests moderating effects of perceived source similarity and user regulatory focus on the relationships among message characteristics, attitudinal variables, and purchase intentions. Our results disconfirm the negativity bias reported in previous studies and indicate that positive reviews are perceived as more trustworthy, credible, and helpful than negative or two-sided reviews. Review helpfulness and credibility, in turn, positively impacts its persuasiveness, with regulatory focus playing a complex nuanced role in the persuasiveness – behavioral intentions relationship. Based on the findings, future research avenues and managerial implications are proposed.     

Have “Millennials” Embraced Digital Advertising as They Have Embraced Digital Media?

Consumers’ attitudes toward advertising ethics are of interest to marketers who understand that negative attitudes can be harmful to brands. Today advertisers increasingly depend on internet advertising. This study compares attitudes of Millennials (the first generation to use digital media more than traditional media) toward internet advertising with attitudes toward advertising in traditional media. Similar to previous generations who had more negative attitudes toward TV advertising, which was their most frequently used medium, Millennials’ attitudes appeared to be more negative toward internet advertising. Thus, we conclude that advertisers must work to engender positive relationships with Millennials through more ethical internet advertising and other innovative strategies.     

Effect of a Class Action Suit on Consumer Repurchase Intentions

This study examines willingness to repurchase a Toyota among 335 Toyota owners, 246 who had participated in a class action suit against Toyota and 89 who had not participated. It also examines attitudes toward auto dealers and manufacturers and includes a psychographic measure of global consumer loyalty. Respondents were interviewed one to two years after participants had received a cash settlement to compensate for illegal overcharging. Multivariate analysis indicates that compared to nonparticipants, settlement participants, especially those satisfied with the settlement, were more willing to repurchase a Toyota and were less positive in their attitudes toward the Toyota manufacturer. Positive attitudes toward the Toyota manufacturer and dealers were associated with higher repurchase willingness, while positive attitudes toward other dealers and manufacturers were associated with lower repurchase willingness. Consumer loyalty was associated with higher repurchase willingness. These findings and their implications are discussed in terms of several theoretical frameworks.     

Young Adolescents and Advertising on Social Network Games: A Structural Equation Model of Perceived Parental Media Mediation,Advertising Literacy,and Behavioral Intention

This study tested a model in which perceived parental media mediation in social network games (SNGs) was related to adolescents' conceptual and attitudinal advertising literacies, both of which were in turn related to purchase request intention. The 780 participants, aged between 10 and 14 years, watched a video clip of SNG Habbo that included a commercial message and then completed a questionnaire. Perceived autonomy-supportive restrictive media mediation was found to be positively associated with understanding selling intention. Perceived autonomy-supportive active media mediation was positively related to understanding persuasive intention. Understanding persuasive intention was positively related to purchase request intention.     

Ad framing effects for consumption products: An affect priming process

This research examines why positively framed messages work more effectively than negatively framed messages in product advertising by establishing an affect priming process model. Findings from Experiment 1 showed that positively framed ad messages evoked higher levels of positive affect and lower levels of negative affect than did negatively framed ad messages. Accordingly, positively framed ad messages generated more favorable ratings on ad believability, ad liking, and brand attitudes. Most importantly, this research demonstrated the process by which frame‐evoked affect exerted influence on brand attitudes via its impacts on priming affect‐congruent cognitive responses. Experiment 1 also found that positively framed ads encouraged participants to be attentive to and elaborate on messages more so than negatively framed ads. Findings from Experiment 2 further showed that ad framing effects were moderated by the type of product attributes being featured. © 2008 Wiley Periodicals, Inc.     

Evaluative Conditioning of Food Technologies

Consumer attitudes play an important role in the acceptance of new technologies. The success of food innovations depends on understanding how consumers form and change attitudes toward food technologies. Earlier post hoc explanations suggest that evaluative conditioning can change consumer attitudes toward food technologies. The present study tests how evaluative conditioning can affect consumer acceptance of new food technologies. Furthermore, authors investigate whether evaluative conditioning is resistant to extinction after a two‐month period and whether the evaluative conditioning effect prevails in a product‐related context. Within an evaluative conditioning paradigm including between‐subjects control groups in addition to standard within‐subjects control conditions, participants were presented with three food technologies (conventional, enzyme, and genetic technology) paired with affectively positive, neutral, and negative pictures. Subsequent evaluative measurements revealed that evaluative conditioning can explain attitude change toward food technologies when affective pictures are used. Furthermore, results indicate that evaluative conditioning is resistant to extinction after two months and acquired evaluative conditioning effect spills over in a product‐related context.     

Coddling Our Kids: Can Parenting Style Affect Attitudes Toward Advergames?

This study examined parents’ understanding of and experience with child-targeted advergames through exploratory interviews and quantitative pretests of an advergaming definition. Exploratory findings revealed that parents tended to overgeneralize when identifying advergames. Through the use of an online survey, this study also examined how parental socialization styles affect parents’ attitudes toward advergames. As predicted, results indicate that authoritarian and authoritative parents hold more negative perceptions toward advergames compared to indulgent parents, while all parenting styles exhibited negative leanings toward advergaming as a practice. These findings indicate the efficacy of parental socialization theory in explaining parents’ perceptions and attitudes toward this new form of advertising—advergames. We discuss important implications for regulators, practitioners, and parents.