Effects of ethnic advertising on consumers of minority and majority groups: the moderating effect of humor

The effects of portrayals of ethnic endorsers in advertising are ambiguous. These portrayals strengthen the ethnic identity of ethnic minority groups, thus leading to positive responses toward the ad. They can lead to negative responses, because these portrayals can be perceived as stereotyped. Humor is a tool that can increase positive effects of identity-building and reduce negative effects of stereotyping. In this study, we investigate how humor moderates the effects of ethnic advertising on consumers from ethnic minority and majority groups. We find that humor supports the effects of traditional portrayals for both groups. Moreover, the effect of traditional portrayals combined with humor is strongest for the minority group. These findings provide evidence for the positive effects of humor in ethnic advertising and thus provide new insights to the stereotyping, ethnic advertising, and humor literature. The findings have practical implications for advertising using ethnic endorsers, humor, or targeted at ethnic minority groups.     

Effects of violent television programmes on advertising effectiveness among young children

The aim of this study was to investigate the effects of violent TV programmes on the effectiveness of advertising aimed at children. Using an experimental method, this study found that violent programmes elicit a high level of excitation among kindergarten attendees, which substantially enhances their advertising effectiveness. When advertising was viewed within a violent programme, children showed better ad recall and more favourable attitudes towards the ad than when advertising was viewed in a non-violent programme. Higher purchase intention and brand preference were also found among subjects who viewed the ad embedded in a violent programme.     

中国消费者的意识状态

乐现的中国消费者中国消费者对自己目前的生活水平普遍较为满意。认为自己属于“中等以上”的人群明显高于发达国家的日本（中国：34.1％;日本：10.8％）。     

Effects of perspective taking and entitlement on consumers

Perspective taking involves mentally putting yourself in another's shoes and has been shown to offer interpersonal benefits, however, despite its use in campaigns targeting adolescents, it has been relatively neglected in marketing. This paper examines the moderating effect of entitlement in young adolescent consumers, focusing on perspective taking encouraging a prosocial behavior. This research extends existing marketing literature which to date has examined perspective taking in relation to adult behavior (Davis et al., 2004; Galinsky et al., 2008; Dietvorst et al., 2009), contributing to the study and understanding of adolescent consumers' consumer behavior.     

Dimensions and characteristics of time perceptions and perspectives among older consumers

The study of the impact of time as a variable in consumer behavior goes back to at least the early seventies. It has been studied from both objective and subjective perspectives. The purpose of this article is to further explain the impact of subjective time perceptions on consumer behavior, with a focus on the elderly as a subgroup. Several frameworks for understanding time perceptions are discussed and coupled with various theories of aging to present, explain, and hypothesize age-related differences in time perceptions and the behavioral consequences of these differences. The article concludes with an integration of these time frameworks into the five-stage consumer decision-making process, and some suggested impacts on the marketing mix. © 1994 John Wiley & Sons, Inc.     

A laboratory study of the effect of verbal rhetoric versus repetition when consumers are not directed to process advertising

Rhetorical figures appear frequently in the headlines of magazine ads. This paper examines the effect of repetition on ads containing two types of rhetorical figures: easyto-understand rhymes and challenging puns. The findings indicate that high levels of repetition may not be necessary when ad headlines contain such rhetorical figures, even under conditions where subjects are not directed to process the ads. Moreover, in contrast to some prior work, rhymes appear to be at least as effective as puns when consumers are free to ignore ads. Overall, the research supports the idea that getting the ad message right is probably more important than simply repeating the message a greater number of times.     

中国广告市场发展与新媒体趋势

谈中国广告的趋势,数字确实非常重要,这个趋势背后有很多的动因。     

Development of a scale to measure skepticism of social advertising among adolescents

A significant amount of research has looked at the effectiveness of social marketing to teenagers, but teenagers' skeptical response to social advertising has not been considered. In this study, we review the relevant literature, develop a measure of social advertising skepticism with desirable psychometric properties, and show that social ad skepticism is distinct from the (commercial) ad skepticism that has been previously studied. We also develop a model of the antecedents and correlates of social advertising skepticism and test it using a sample of high-school students. Our results show that peer influence and reactance play a prominent role in an adolescent's skepticism of social and commercial ads. They also show that skeptical attitudes toward social ads are significantly correlated with reduced perceptions of the risks of some behaviors.     

中国广告公司冲破瓶颈全案

耕耘、播种、浇水、施肥……烈日下、暴雨中农民精心呵护着脆弱的幼苗,坚守着面朝黄土背朝天的寂寞,抵抗着身体病痛的疲惫折磨,一天天辛苦地劳作……终于盼来丰收的秋色,树的主人欣喜地望着那累累的硕果,与他的客人共同分享那甘美、多汁的果实。而此刻,农民却“退守了”。为什么？他们甚至无缘触及那汗水结晶的娇嫩颜色,     

Attitudes and consumption values of consumers of imported fruit in Guangzhou,China

Research on how Chinese consumption values influence Chinese consumer behaviour is rare. First, this paper examines consumers’ attitudes towards the physical and intangible attributes of imported fruit. Then, it identifies consumers’ consumption values and the role of these values in purchasing behaviour. Data were collected through point of sale intercept surveys conducted in Guangzhou, China. Latent consumption values of consumers were identified through factor analysis. K‐means clustering revealed four natural groupings of consumers, each group demonstrating different consumption values. The results demonstrated the primary importance of symbolic values and hedonic values in the decision to purchase imported fruit. Such consumption values may derive from the intermingling of Confucian and Western cultural values. Results from this study could help to better understand interrelationships among product attributes, consumption values and cultural values, and could make a significant contribution in developing strategies to market imported fruit in China.     

From four hundred million to more than one billion consumers: a brief history of the foreign advertising industry in China

As an industry and a form of mass communication, modern advertising was introduced in China from the West at the turn of the century. The 1920s and 1930s witnessed China's first major exposure to foreign advertising and consumer culture. The 1990s may prove to be China's second encounter with global consumer culture through the medium of advertising; only this time, its experience is more massive and far-reaching. This article provides a capsule history of the development of the foreign advertising industry in China within the context of Chinese economy and media.     

Paradoxical side effects of green advertising: how purchasing green products may instigate licensing effects for consumers with a weak environmental identity

Abstract

Research into green advertising has mainly investigated how green appeals can enhance product attitudes, sales, and brand image. But what happens after people have purchased a ‘green’ product advertised in a green ad? In two experiments, we show that purchasing a green product may have paradoxical post-purchase effects, such that it may lower intentions to engage in subsequent environmentally friendly behaviour (a so-called licensing effect). Importantly, our results show that these post-purchase effects are moderated by environmental identity: only people with a weak environmental identity show these paradoxical post-purchase licensing effects, people with a strong environmental identity are more likely to continue behaving in an environmentally friendly way.     

广式一级腊肠罐头的加工工艺

广式腊肠作为传统肉制品,深受消费者喜爱。经过适当方式灭菌的罐头腊肠食用时既安全又方便,且不受保质期的限制,解决了广式腊肠在运输和贮存过程中的难题。     

Influence of lifestyle and evaluative criteria for apparel on information search among non-employed female consumers

This study was designed to investigate the influence of lifestyle and apparel evaluative criteria on information search in apparel purchasing decisions among non-employed female consumers. A random sample of non-employed female consumers (n = 476) was collected via a self-administered questionnaire mailed across the nation. Principal Components Factor Analysis with Varimax Rotation was used to reduce the number of lifestyle, evaluative criteria, and information search activity items. As a result of Stepwise Multiple Regression Analyses, it was found that relationships existed among evaluative criteria, lifestyle, and informarion search patterns. Search profiles were developed to describe the four consumer information search patterns in terms of their lifestyle and evaluative criteria. Results will benefit consumers, marketers, and legislators because an understanding of consumer information seeking activities is essential in the design of efficient communication among these three groups.     

Acculturation and advertising communication strategies: A cross-cultural study of Chinese and Americans

The development of a world economy produces more and more marketing efforts that cross cultural boundaries. Sometimes these boundaries are a function of nationality; other times they are defined by culture in a broader sense. In any case, marketers and advertisers are becoming increasingly aware of the need to be culturally conscious in their efforts to communicate with people of various cultural origins. Effective communication depends, to a large extent, on the understanding of the dynamics of culture. Acculturation therefore describes the changes in attitudes, values, and behaviors of members of one cultural group toward the norms of the other cultural group. This article examines the relationship between levels of acculturation and consumer attitudes toward advertising-related variables in a cross-cultural empirical study. Based on the discussion of acculturation and empirical results, useful managerial implications are also provided. © 1993 John Wiley & Sons, Inc.     

广告策略对消费者-品牌关系的影响:一项基于消费者品牌喜爱度的研究

This research investigates the effects of advertising strategy, that is, rational advertising and emotional advertising, on brand love. Based on the consumer-brand relationship literature, brand love is defined as a reciprocal, dynamic, multiplex, and purposive relationship between satisfied consumers and their brands, and has three key components: brand intimacy, brand passion, and brand commitment. Using a series of pretests and a main experiment, we examine how rational and emotional advertising affect brand love as well as its components for different products and services. Results show that for products, there is an interaction between advertising strategy and product type in influencing brand love. Specifically, rational advertising is more effective for utilitarian-value based products while emotional advertising is more effective for hedonic-value based products. For services, we find that emotional advertising is more effective for both utilitarian- and hedonic-value based services.     

对大陆、特别行政区和台湾地区公文的比较分析

本文通过大陆、香港和澳门特别行政区及台湾地区公文的内容和特点的比较分析,可以让相关人员更好地区别和了解四地公文的内容和特点,形成良好的公文理念.     

对大陆、特别行政区和台湾地区公文的比较分析

本文通过大陆、香港和澳门特别行政区及台湾地区公文的内容和特点的比较分析,可以让相关人员更好地区别和了解四地公文的内容和特点,形成良好的公文理念.     

Dining Chinese

Abstract

With the growing popularity and consumption of Chinese cuisine, it is crucial for restaurateurs to acquire knowledge of consumer expectations and dining satisfaction. The purposes of this study were: to determine patrons' perceptions and attitudes Chinese restaurant dining and to determine if there is a difference between diners of Chinese descent, other Asians, and all other patrons with regard to their expectations concerning dining at Chinese restaurants. A structured questionnaire was used to determine the dining preferences of 192 customers of eight full service Chinese restaurants. The results indicated that slightly over 60% of the respondents considered themselves to be knowledgeable of Chinese regional cooking. Fifty-one percent of the respondents felt that the food in the restaurants was similar to the food prepared in restaurants in China, Hong Kong, and Taiwan; however, 53% said the food was adjusted for American taste. Over 63% of the respondents wanted the restaurant to appear somewhat authentic. It was found that there were no significant differences between the subgroupsstudiedonthe questions.