Perspectives on Advertising From the Geographical Literature: A Critical Review

In recent years, geographers have been devoting increasing attention to the field of advertising, and in particular to advertising imagery. The authors of this article offer a critical review of articles with substantial advertising content that have appeared in geography journals, and assess their relevance to advertising practitioners, scholars and students. These writings are reviewed under three headings: considerations of place and space; issues related to gender and race, and aspects of international advertising. Although many geographers are critical of advertising, there is nevertheless much in their work to interest an advertising readership.     

消费者研究告诉我们广告浪费在哪里

法国广告评论家罗贝尔·格兰说:"我们呼吸的空气由氧气、氮气和广告组成".是的,广告已经无孔不入、无所不在.广告界还有句名言:"我知道我的广告费至少浪费了一半以上,但我不知道究竟浪费在哪里?"说的是由于广告投放不当而造成巨大浪费的问题.     

"生活方式"研究综述:一个消费者行为学的视角

“生活方式”自19世纪60年代被引入消费者行为学研究领域以来,已取代人口统计学方法,成为最重要的市场细分工具之一。本文首先回顾了生活方式市场细分研究的历史,然后针对中国市场的特殊情况,着重介绍了AIO方法的理论和应用,并指出对消费者生活方式的深入研究,是现阶段中国营销人在市场竞争中取胜的关键。     

Advertising and the Consumer

Abstract

This article is a re-evaluation of advertising as a method of mass communication of ideas and information to attempt to influence opinions and attitudes. Advertising used for these purposes has certain advantages compared with other means of mass communications. There are. however, disadvantages and limitations which should be recognized if the effectiveness of this use of advertising is to be improved.     

The Consumer Costs of Food Certification: A Pilot Study and Research Opportunities

Certification labels have become a ubiquitous feature on food products across grocery store shelves. Although it is widely acknowledged that certified products often garner higher prices than their noncertified competition, less is known regarding what those price differences are based on, and what the personal, political, or ethical implications are for consumers. This research note argues for greater attention to the implications of certified food prices—which we conceptualize as the “consumer costs” of food certification. The paper discusses the theoretical linkages between food certifications and prices, and outlines the resulting consumer costs of which we are concerned. Through a pilot study in Salt Lake City, Utah, we investigate prices found on certified grocery store rice, and consider the causes and implications of the consumer costs of food certification.     

Online Behavioral Advertising: A Literature Review and Research Agenda

Advertisers are increasingly monitoring people's online behavior and using the information collected to show people individually targeted advertisements. This phenomenon is called online behavioral advertising (OBA). Although advertisers can benefit from OBA, the practice also raises concerns about privacy. Therefore, OBA has received much attention from advertisers, consumers, policymakers, and scholars. Despite this attention, there is neither a strong definition of OBA nor a clear accumulation of empirical findings. This article defines OBA and provides an overview of the empirical findings by developing a framework that identifies and integrates all factors that can explain consumer responses toward OBA. The framework suggests that the outcomes of OBA are dependent on advertiser-controlled factors (e.g., the level of personalization) and consumer-controlled factors (e.g., knowledge and perceptions about OBA and individual characteristics). The article also overviews the theoretical positioning of OBA by placing the theories that are used to explain consumers’ responses to OBA in our framework. Finally, we develop a research agenda and discuss implications for policymakers and advertisers.     

Searching for a New Advertising Agency: A Client Perspective

The recent downturn in economic conditions has motivated many organizations to reevaluate their advertising. Many companies have cut their spending and others have changed agencies in the hope of achieving a better return on their advertising expenditure. This article records information from a survey of ninety-five Australian companies which recently changed their agency, and sixty-one companies which thought they might change in the near future. The findings focus on the reasons for changing agencies, the types of information used to help select a new agency, and characteristics of the group of managers which selected a new agency.     

Consumer Responses to Homosexual Imagery in Advertising: A Meta-Analysis

Rising support for the lesbian, gay, bisexual, and transgender (LGBT) community, paired with the considerable buying power of this group, has triggered increasing interest from marketers in the gay and lesbian market. Many companies have developed advertising with homosexual imagery to better target this group as well as the mainstream market. The findings on the persuasive effects of homosexual imagery are mixed and do not provide insights on whether and when homosexual imagery in advertising supports persuasion. To resolve the inconsistencies in findings of prior research, this article presents a meta-analysis on the effects of homosexual imagery. The integrated effect size suggests that the net persuasive effect between homosexual and heterosexual imagery does not differ. We find, however, that homosexual consumers show negative responses to heterosexual imagery. Furthermore, the moderator analysis suggests that incongruence between imagery, consumer characteristics, cultural values, explicitness of imagery, endorser gender, and product type results in unfavorable responses to homosexual advertising imagery. These findings provide guidelines for future research and implications for advertisers who intend to address consumers of various sexual orientations.     

In Defense of Advertising: A Social Perspective

Many critics have questioned the ethics of advertising as an institution in current American society. The purpose of this paper is to critically examine three negative social trends that have been attributed to advertising: (a) the elevation of consumption over other social values, (b) the increasing use of goods to satisfy social needs, and (c) the increasing dissatisfaction of individual consumers. This explanation yields a defense of advertising which argues that the underlying cause of these negative trends is not advertising, but a larger social factor - capitalism. Solutions that address the capitalistic roots of these negative social trends are suggested.     

Ethical Standards in Advertising: A Worldwide Perspective

An empirical study indicates how close advertisers from all the continents have been from the natural law and other fundamental moral principles. In their professional activities, many advertisers assumed the philosophical relativism as the framework for fundamental concepts. The ethical problems have not been equated with objectivity and the realist approach is appointed as a solution.     

Sexuality and Ethics in Advertising: A Research Agenda and Policy Guideline Perspective

Abstract

Sexuality in advertising is a major area of ethical concern, though surprisingly little is known about its effects or the norms for its use. The author suggests a framing perspective on these two issues that consists of (1) a research agenda concerning the alleged effects and morality of sexual appeals (i.e., teleological vs. deontological considerations) and (2) a set of ethics-based, policy guidelines for addressing these issues (i.e., choice enhancement vs. consumer protection). Applying this framing perspective, the author provides a basis for making ethical choices about the use of sexual appeals in advertising.     

移动视频广告与消费者态度分析

随着移动技术的迭代更新,移动网络环境不断优化,中国已然进入了移动信息化时代。近年来,越来越多的消费者通过移动端获取产品信息,移动端视频播放量也呈现出爆炸式的增长,这一趋势为广告营销带来了新的机遇。广告主正逐渐加大对移动视频广告的资金投入,移动视频广告在市场中也表现出了积极地发展态势。通过对移动视频广告的解析,进一步分析消费者对移动视频广告的态度,并对移动视频广告的未来市场化发展进行了有益探索。移动广告公司应以消费者为主导去设计视频广告,增加用户粘合度,让视频广告效果实现最大化。     

A Consumer Perspective of the Investment Services Market

Some thirty million American consumers pursue their financial objectives through individual participation in the stock market. They clearly view the stock market as a savings alternative which offers at least normal returns to persons outside the circle of professional investors. In the absence of data reflecting the performance of personal portfolios it is difficult to assess the validity of this view. However, as an initial step this paper evaluates the performance of the market servicing individual investors. The evidence indicates that noninstitutional investors have reason to question stock brokerage pricing, service and sales practices. Moreover on the basis of more than 1,000 sampled investment recommendations, it appears that investment publications directed at individual investors have failed to identify superior investment alternatives.     

Consumer Knowledge of the Costs of Open-end Credit

A 1977 mail survey of 1,330 Minnesota households found that few respondents had knowledge of the annual percentage rate (APR) of interest on open-end credit accounts or knowledge of the actual dollar finance charge. Knowledge of APR and knowledge of actual dollar costs were, however, found to be closely associated with more realistic assessments of “reasonable” credit costs. Economic theory predicts that those who misperceive credit costs will not use an optimum amount of credit given their preferences and resources, 2nd will, therefore, incur some economic loss. This study found that those respondents most likely to have incurred such losses were from households characterized by low levels of income and education.     

The Evolution of Whistleblowing Studies: A Critical Review and Research Agenda

This study investigates the variations in the quality and comprehensiveness of 104 corporate social responsibility (CSR) reports published by the world’s largest financial institutions in 2012. Using a novel measure of CSR report quality, we examine the impact of certain national, legal, and firm-level factors that might explain differences in the overall quality and extent of coverage of various issues in these reports. Our findings show that legal factors and CSR environment in a firm’s country of headquarters play an important role in firms’ CSR reporting quality. Common law countries exhibit systematically higher overall CSR reporting quality than code law countries. Countries with higher CSR standards, policies, and regulations in place also produce significantly higher quality CSR reports. Firm size, on the other hand, has no major impact on the overall quality of CSR reports. In further analysis of the individual aspects of CSR disclosures, namely environment, philanthropy, bribery and corruption, and integrity assurance, we document that larger firms report at a higher quality on philanthropy and bribery and corruption. Bribery and corruption is reported at a higher quality in countries with common law tradition, high-quality legal regimes, and high CSR standards and regulations in place. We also observe higher quality integrity assurance in common law countries. CSR-minded countries and countries with low-quality legal environment also report on philanthropy at a higher quality. Finally, we offer guidelines for companies toward improving the quality of their reports, and suggestions for scholars and researchers for further avenues of research.     

Product Strategy and Antitrust: A Consumer Choice Perspective

Traditionally antitrust law is strongly tied to price theory economics so that prices, costs, profits, and profit sacrifice are typically examined in antitrust cases. This paper proposes broadening traditional antitrust analysis to also explicitly examine the likely effect of allegedly anticompetitive conduct on product options and consumer choice. In order to accomplish this task, this paper proposes that various aspects of marketing strategy should be considered when examining product strategies that are accused of being anticompetitive. This paper further suggests that the current list of inconsistently and poorly defined product strategies used by the courts be augmented by three more straight forward but overlapping categories based on impact on consumer choice: Lock‐Outs, Lock‐Ins, and Hold‐Ups.     

Ethnic Identity in Advertising: A Review and Meta-Analysis

The corpus of research on ethnic identity in advertising indicates that (1) ethnic identity influences commonly examined attitudinal and purchase-intention outcomes, and (2) attitudes toward both the actor(s)/model(s) and the ad moderate attitudes toward brands depicted in ethnically resonant ads. Individual studies often differ by measurement type (i.e., single-item measure versus multi-item scale), study design (i.e., experiment versus survey), and diversity of respondent sample. Seemingly, ethnic-identity effects are greater for studies that relied on single-item measures, experimental designs, and more diverse samples. Implications and future research directions are suggested.     

基于现代女性视角的消费行为研究

众所周知,当今世界女性消费者已经成为市场上的消费主力军,在购买活动中起着举足轻重的作用。女性的社会消费在当前的消费大潮中正在从温饱型消费向发展型、享受型消费发生着根本性变化。女性作为社会消费的一个特殊群体,有着不同于社会其他消费群体的消费心理和消费行为,其随着社会的发展而发生了重大变化,表现出更趋于个性化和高级化等多方面特点。在目前大部分市场处于饱和、竞争空前激烈的情况下,认真研究并探索现代女性独特消费心理特点以及消费行为的变化,能够为企业制定有效地营销策略,提供有益的建议,成为市场上最具潜力的竞争企业。     

Social Consumer Neuroscience: Neurophysiological Measures of Advertising Effectiveness in a Social Context

The application of neurophysiological methods to study the effects of advertising on consumer purchase behavior has seen an enormous growth in recent years. However, little is known about the role social settings have on shaping the human brain during the processing of advertising stimuli. To address this issue, we first review previous key findings of neuroscience research on advertising effectiveness. Next, we discuss traditional advertising research into the effects social context has on the way consumers experience advertising messages and explain why marketers, who aim to predict advertising effectiveness, should place participants in social settings, in addition to the traditional ways of studying consumer brain responses to advertising in social isolation. This article contributes to the literature by offering advertising researchers a series of research agendas on the key indicators of advertising effectiveness (attention, emotion, memory, and preference). It aims to improve understanding of the impact social context has on consumers' neurophysiological responses to advertising messages.