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1.
A meta-analysis of humor in advertising 总被引:1,自引:0,他引:1
Martin Eisend 《Journal of the Academy of Marketing Science》2009,37(2):191-203
This meta-analysis combines 369 correlations on the effects of humor in advertising and thus quantifies, updates, and expands
previous literature reviews on the effects of humor in advertising. In line with previous reviews, the meta-analytic correlations
demonstrate that humor in advertising significantly enhances AAD, attention, and positive affect. Contrary to the assumptions of previous reviews, there is no evidence that humor impacts
positive or negative cognitions, and liking of the advertiser. The meta-analytic findings clarify some ambiguous prior conclusions:
humor significantly reduces source credibility, enhances positive affect, ABR and purchase intention. The decline from lower order to higher order communication effects is particularly strong, with the
effect size of the impact of humor on AAD being twice as large as the effect size for ABR. This impact of humor in advertising has been rather stable over the past decades. A moderator analysis reveals, however,
that the findings of academic humor research are somewhat biased. As for the underlying theory, the positive and linear relationship
between the funniness of the ad and brand attitudes supports an affective mechanism underlying the impact of humor in advertising. 相似文献
2.
广告形象性别研究述评 总被引:1,自引:0,他引:1
广告形象的性别研究主要从两个方面来进行:一方面是对广告形象性别进行内容分析和描述性阐释。另一方面是研究广告形象的性别因素对受众的影响。在当前广告信息爆炸的背景下。从受众的意识性和无意识性两个角度研究广告形象性别的影响效果成为新的课题。 相似文献
3.
Margy P. Conchar Melvin R. Crask George M. Zinkhan 《Journal of the Academy of Marketing Science》2005,33(4):445-460
A narrative review is presented, within the organizing framework of a meta-analysis, of econometric models reported in the
business literature that estimate the effect of advertising and promotional spending on the market value of the firm. Results
from published market valuation models are aggregated, and various model specifications are appraised. In brief the meta-analysis
finds support for a positive relationship between levels of advertising and promotional spending and the market value of the
firm. That is, marketing activities (represented here by observed advertising and promotions spending) are generally expected
to deliver future cashflows and produce increases in shareholder wealth. The review seeks to enhance understanding among the
community of marketing scholars of the properties of market valuation models published in the literature and serves as a springboard
for ongoing investigation of a crucial question for marketing theory and practice.
Margy P. Conchar (concharm@mail.ecu.edu) (Ph.D., University of Georgia) is an assistant professor at East Carolina University. Her research
focuses on consumer behavior and advertising. Her work in consumer behavior concentrates on risk, motives, and optimal consumption
experience. Her research in advertising focuses on the interface between advertising and finance, accounting, or economics.
She has previously published in the proceedings of the Academy of Marketing Science, the Association for Consumer Research,
the American Marketing Association of Educators, and the Society for Marketing Advances.
Melvin R. Crask (mcrask@terry.uga.edu) (DBA, University of Indiana) is an associate professor of marketing at the University of Georgia (UGA).
He is currently serving as director of the MBA program at UGA. His teaching interests are in the areas of marketing research
and marketing strategy. He has published more than three dozen articles and papers dealing with marketing research methods
and with strategic issues in marketing. He is also the coauthor of two books, one on marketing strategy and one on marketing
research.
George M. Zinkhan (gzinkhan@terry.uga.edu) (Ph.D., University of Michigan) is the Coca-Cola Company Chair of Marketing at the University of
Georgia. His major research interests include advertising, communication, and e-commerce. 相似文献
4.
Calvin P. Duncan D.B.A. 《Journal of the Academy of Marketing Science》1979,7(4):285-306
Humorous appeals are used extensively in television, radio, and print advertising. This article examines the effectiveness
of humor in accomplishing specific communications and sales objectives. A brief review of the literature on humorous advertising
research is presented. The author argues that previous unsuccessful applications of light-hearted messages are attributable,
in part, to our incomplete knowledge of how consumers process humorously conveyed information. The discussion focuses on the
importance of recognizing and managing variables which mediate the impact of humor on audience response and on the need for
further development and testing of behavioral theory as keys to the effective utilization of humor in advertising.
The author wishes to thank Dr. Phillip D. White for his helpful comments and critical review of an earlier draft of this paper. 相似文献
5.
Marjorie Caballero Ph.D. Paul J. Solomon Ph.D. 《Journal of the Academy of Marketing Science》1984,12(4):93-108
This article concerns an issue of interest to both advertisers and consumers: female sex-role portrayal in television advertisements.
A comparative study using content analysis was conducted for television commercials observed in 1977 and in 1980, respectively.
Significant changes between these years are noted on a number of dimensions relevant to the way women are represented in television
commercials. These changes are also interpreted in a broader historical perspective whenever possible. Both positive and negative
changes are noted and discussed. 相似文献
6.
张金花 《河北经贸大学学报》2000,21(3):69-73
广告人格既涵容广告人的人格 ,也涵容广告活动的人格化特征 ,前者是广告个体特征 ,后者为广告群体人格特征 ,二者的统一与互补是为广告人格。广告人格是制约广告活动、广告行为和广告作品的一个具有决定性意义的重要变量。广告人格是在众多广告活动中产生和形成的 ,借助广告行为和广告作品体现出来的。广告人格具有鲜明的社会性和时代性 ,社会主义广告道德构成我国广告人格的重要内核 ,对培养和树立广告理想人格具有重要意义。 相似文献
7.
William Renforth D.B.A. Sion Raveed D.B.A. 《Journal of the Academy of Marketing Science》1983,11(3):216-225
This paper compares the number of consumer information cues found in television advertisements in three countries: Australia,
Ecuador, and the United States. Earlier studies conducted by Resnick and Stern in the United States and Dowling in Australia
were replicated in Ecuador. Content analysis of 108 Ecuadorian television advertisements evaluated the number and types of
information cues in each commercial. Results indicate that a much greater proportion of Ecuadorian television commercials
contain consumer information cues than those broadcast in the other two countries. The explanation suggested for this observation
is that Ecuador, due to its level of economic development, has many more products in the introductory stages of the product
life cycle. This situation, in turn, requires more extensive communication of consumer information to market the products
effectively. This finding implies an additional dimension, information content level, which must be considered when adapting
international campaigns to conditions in developing countries. 相似文献
8.
James U. McNeal Ph.D. Stephen W. McDaniel Ph.D. 《Journal of the Academy of Marketing Science》1984,12(1-2):176-190
No empirical data is available that analyzes the need-appeals currently being used by advertisers. To fill this void, an extensive
study is presented which analyzed the need-appeals in every television advertisement for nine product categories over a three
month period. Need-appeals were classified acording to both Murray's and Maslow's lists of needs.
The authors wish to acknowledge the extensive research efforts of the following graduate students: Charles Foster, Julia Humphries,
Susan Jenkins, Leslie Levitan, Judson Loupot, Jr., Larry O'Neal, Lisa Penaloza, Stanley Schoeppey, Robin Schriefer, Physllis
Vincent, and Rae Wilkinson. Avertisers “have concentrated far too much attention on the product and far too little on the
need the product satisfies.”-George Gallup
This list of twenty needs in what Murray calls the “manifest” needs. In all, Murray originally cited thirty-seven needs. However,
these twenty were the only ones that Murray empirically defined. Therefore, only these twenty are usually included in “Murray's
List of Needs.” 相似文献
9.
Jacob Hornik Ph. D. 《Journal of the Academy of Marketing Science》1976,4(1-2):484-503
The purpose of this study was to test the proposed model in order to explain some ambiguity in the advertising process. The
model was formulated by focusing attention on relevant socio-psychological parameters motivating television viewers regarding
television commercials. The fundamental structure of this model stemmed from a theory advanced by Louis Guttman. Utilizing
this theory, an attempt was made to demonstrate empirically the advertising process from the consumer-viewer side. 相似文献
10.
David J. Moore John C. Mowen Richard Reardon 《Journal of the Academy of Marketing Science》1994,22(3):234-243
Previous research has shown that respondents who are exposed to multiple sources featured in an advertising appeal engage
in more diligent processing of the message arguments than those who are exposed to a single message source presenting the
same basic appeal. Other research has demonstrated that the persuasive advantage of an appeal can be significantly diminished
when respondents perceive that the message source is motivated by the compensation received to endorse a product. Using a
2 (Single vs. Multiple Sources)×2 (Paid vs. Unpaid Source) between-subjects factorial design, subjects were shown a print
advertisement for a new multivitamin food supplement. Results showed that subjects exposed to unpaid multiple sources generated
significantly more positive thoughts and attitudes than those exposed to a similar number of sources who were paid to endorse
the product. In contrast, subjects in the single-source conditions showed no significant differences in the number of thoughts
and the strength of attitudes in response to paid versus unpaid message sources. Theoretical and managerial implications of
these findings are discussed.
He holds a Ph.D. from Indiana University in marketing and international business. His research in the field of advertising
and persuasion focuses on attitude theory, social cognition, and emotion. His published work has appeared in theJournal of Marketing Research, Journal of Marketing, Journal of Experimental Social Psychology, Psychology & Marketing, Journal
of Global Marketing, andAdvances in Consumer Research.
His research and writing interests are in the area of managerial and consumer decision making. He is the author of the trade
bookJudgment Calls: High Stakes Decisions in a Risky World (1993) and the textbookConsumer Behavior (1993). He is the author or co-author of more than 60 refereed articles on managerial and consumer decision making in such
publications as theJournal of Marketing Research, Journal of Marketing, Decision Sciences, Journal of the Academy of Marketing Science, Journal
of Public Policy and Marketing, andJournal of Personal Selling and Sales Management.
He holds a Ph.D. from the University of Georgia. His research in the field of attitude and persuasion, the self-concept and
social memory has appeared in a number of journals including theJournal of Personality and Social Psychology, Journal of Experimental Social Psychology, Social Cognition, Psychology & Marketing,
Journal of Marketing Research, andAdvances in Consumer Research. 相似文献
11.
Chiara Orsingher Sara Valentini Matteo de Angelis 《Journal of the Academy of Marketing Science》2010,38(2):169-186
Academics as well as managers have long been interested in the role of satisfaction with complaint handling (SATCOM) in shaping customers’ attitudes and repurchasing decisions. This interest has generated a widespread belief that SATCOM is driven by the perception that the complaint handling process is just. To test how SATCOM is modulated by distributive, interactional, or procedural justice, we performed a meta-analysis of 60 independent studies of the antecedents and consequences of SATCOM. Results indicate that SATCOM is affected most by distributive justice, then by interactional justice, and only weakly by procedural justice. We also find that SATCOM mediates the effects of justice dimensions on word-of-mouth. However, contrary to common belief, SATCOM does not mediate the effects of justice dimensions on overall satisfaction and return intent. We draw on our results to suggest several avenues for further research. 相似文献
12.
Robert E. Hite Norman O. Schultz Judith A. Weaver 《Journal of the Academy of Marketing Science》1988,16(3-4):1-15
Certified Public Accountants were not allowed to advertise from 1922 to 1977. Even though the AICPA Code was changed in 1978,
there has been continued discussion and disagreement among practitioners about whether accountants should advertise. A content
analysis of 38 publications (over a six year period) from industry/trade, accounting, and general business was performed in
order to determine where advertisments appeared, timing, frequency and to whom CPAs were advertising as well as the message
content, components, and objectives of the advertisements. Of 812 advertisements, 71% were from Big Eight firms. The advertisements
promoting services not requiring CPA certification and were found mostly in industry/trade publications. The number of advertisements
increased through the years except for 1982. Advertising by CPA firms still appears to be conservative in numbers; however,
the trend indicates that such advertising will increase in the future. 相似文献
13.
Steven Eli Permut Ph.D. James E. Haefner Ph.D. 《Journal of the Academy of Marketing Science》1973,1(2):156-166
Public policy decisions dealing with deceptive advertising have relied extensively on case-by-case adjudication with the Federal
Trade Commission. Unfortunately, behavioral evidence has not been considered in the vast majority of these cases. The final
determination rests with the Commission’s own expertise in judging an advertisement’s “capacity to deceive.” Consumer response
data are not required, although recent developments suggest the FTC is seriously considering the inclusion of meaningful behavioral
evidence in policymaking and adjudicative proceedings. This study is one of a series dealing with dimensions of perceived
deception across different respondent populations (including students, lawyers, housewives, children, and minority groups).
The focus here is on the semantics of deception, i.e., the way in which subjects evaluate selected television commercials
which were unofficially rated for deception by FTC staff attorneys. The factor analytic paradigm provides one approach for
generating summaries of viewer’s evaluative (affective) responses, and thereby providing some normative or benchmark data
of potential value in the regulatory process. 相似文献
14.
论现代英语广告的语体风格 总被引:3,自引:0,他引:3
本文引用大量实例,通过英语修辞现象,对现代英语广告的语言特点和语体风格进行了研究,并对广告英语这一功能语体的形成、存在和语体特征进行了分析。 相似文献
15.
Richard Homans Ph.D. Franklin S. Houston Ph.D. 《Journal of the Academy of Marketing Science》1981,9(4):380-398
This study illustrates the use of marketing research techniques outside of the traditional limits of marketing. It examines
awarencess of two distinct promotional themes promoting venereal disease prevention. The study is done with a relatively homogeneous
sample and shows the need for a segmentation strategy in promoting this critical public health issue. Both attitudes and media
behavior of respondents are examined and it is shown that the different promotional appeals are recalled by persons with different
sets of values and different media habits.
This study was supported by grants from the Graduate School, University of Missouri-St. Louis and the School of Business,
University of Missouri-St. Louis. 相似文献
16.
The volume of scholarly work in cross-cultural advertising has been increasing in recent years. This study examines empirical
studies in this area from a methodological perspective. Cross-cultural research designs should include many critical facets
that do not surface in studies involving single cultures. These facets are discussed within the context of cross-cultural
advertising literature. It is apparent from this review that a sharper focus on cross-cultural research tools and considerations
can strengthen studies of advertising, lead to more robust results, and increase validity and reliability. Both students and
practitioners need meaningful and generalizable findings that will emerge only when strict methodological considerations are
adhered to.
His articles have appeared in theJournal of Marketing, Journal of International Business Studies, Journal of the Academy of Marketing Science, and others.
His areas of interest include global new product development, entrepreneurship, and exporting. 相似文献
17.
杨宏涛 《贵州商业高等专科学校学报》2014,27(3):47-49
随着中国的崛起和全球地位的提升,世界经济离不开持续增长的中国经济,世界文明也离不开中国文化。在广告全球化的浪潮下,品牌如何更好地在中国市场发展,中国品牌如何更好地立足世界,广告如何更好地与消费者进行沟通并产生共鸣,孕育中国传统文化精神的中国元素成为广告公司和广告人在商业广告运用中不竭源泉。 相似文献
18.
杨晋安 《陕西省行政学院陕西省经济管理干部学院学报》2003,17(3):33-35
面对入世后的新形势。我国现行广告管理模式已经越来越不相适应并暴露出明显的缺陷和弊端。作为广告监管部门的工商行政管理机关,一方面要帮助广告企业尽快掌握WTO游戏规则,改善广告经营,不断增强实力和竞争力,另一方面要努力研究和探索适应入世规则的广告监管模式和方法。努力寻找既符合我国国情,又适应WTO国际通行规则的监管方式,为广告业的发展提供既有章法,又有自由;既有合作,又有竞争的良好外部环境。 相似文献
19.
Joseph A. Bellizzi A. Frank Thompson Lynn J. Loudenback 《Journal of the Academy of Marketing Science》1983,11(1-2):142-155
This paper examines the cyclical behavior of advertising and personal selling, the two major promotional tools, during the
period 1958–1976. The study concludes that while advertising expenditures have fluctuated with business cycles (up following
increases in corporate income, sometimes up and sometimes down following decreases in corporate income), personal selling
effort has shown a steady increase over time, regardless of cyclical moves. The paper also examines economic theory and managerial
concerns in order to explain the behavior observed. 相似文献
20.
John B. Ford Michael S. LaTour Tony L. Henthorne 《Journal of the Academy of Marketing Science》1995,23(2):120-131
Following the approach of the classic 1974 marital-role influence study of Davis and Rigaux, the present study focuses on
differences in decision making (i.e., joint, husband dominated, wife dominated) across 24 product categories as a function
of two key factors. These factors are stage of the decision process (i.e., problem recognition, information search, and the
final decision) and culture (People’s Republic of China and the United States). The Jacobson Marital-Role Egalitarianism Scale
is included to further assess individual differences in husband and wife traditionality-modernism. The major findings are
that emphasis on joint, husband-dominated, and wife-dominated decisions vary by stage and by stage-culture interaction. Practical
implications are presented with suggestions for future research.
He graduated from the University of Georgia in 1985 with a Ph.D. in marketing. His research interests include global strategic
market planning and cross-cultural research issues and methodologies. He has published in such journals asJournal of Advertising Research, Industrial Marketing Management, Journal of the Academy of Marketing Science, Columbia Journal
of World Business, International Marketing Review, Journal of Business Strategy, andJournal of Consumer Marketing.
He graduated with honors in 1986 from the University of Mississippi with a Ph.D. in marketing. His research interests include
cross-cultural consumer behavior and emotional responses to advertising stimuli. He has published in such journals asJournal of Advertising, Journal of Advertising Research, Journal of Public Policy and Marketing, Psychology and Marketing,
Journal of Health Care Marketing, andInternational Marketing Review.
He graduated from the University of Mississippi in 1986 with a Ph.D. in marketing. His research interests focus on cross-cultural
consumer behavior. He has published in such journals asJournal of Advertising, Journal of Business Ethics, Journal of Health Care Marketing, Psychology and Marketing, and theInternational Journal of Purchasing and Materials Management. 相似文献