You eat “like a girl”: gender differences in content and effects of food advertising depicting sports

Research to date is just beginning to examine the nature and impact of portrayals of physical activity on children’s attitudes in the marketing literature. The following two-part study therefore examines gender differences in the content and effects of food advertising depicting physical activities among children. Study one presents a content analysis of food advertisements shown during children’s television programming, revealing that healthy foods are associated with females while healthy activities are associated predominantly with males. Study two then examines children’s responses to an advertisement for an unhealthy food that portrays both male and female characters engaged in physical activities. Gender differences appeared to be the result of males’ greater belief that a junk food can aid in one’s physical abilities, leading them to hold greater intentions to engage in physical activity as compared to females and males who viewed an ad without physical activity.     

Following the breadcrumbs: An analysis of online product review characteristics by online shoppers

Consumer-generated product reviews are a driving force behind online purchases; at the same time, unfavorable reviews can discourage interested online shoppers and eventually hurt the brand. The objective of this exploratory study was to analyze a diverse range of characteristics and the valence of online product reviews that would aid in responding to customer dissatisfaction. Product reviews (N = 1982) from Amazon.com were collected and content analyzed. Some of the key findings include the following: (a) price was the most commonly discussed product feature; (b) online shoppers found two-sided reviews to be most informative, contradicting the commonly held assumption that negative reviews were more informative and diagnostic in nature; and (c) ‘no action’ was the most common end action across two-sided and negative reviews, indicating that varying levels of dissatisfaction might not always lead to a negative end action. Implications for marketers are discussed.     

Online Engagement and the Role of Digital Influencers in Product Endorsement on Instagram

Abstract

The article aims to analyze the forms of engagement generated from the endorsement of products by digital influencers on Instagram, considering the characteristics of their online posts. A qualitative approach was used to investigate digital influencers’ posts based on semiotic image analysis and the critical incidents technique. The results reinforced that digital platforms enable distinct forms of engagement by establishing new configurations that affect relationship marketing and promotion strategies. In particular, on Instagram, the development of engagement can involve four participants who play different social roles, expanding the process of value co-creation.     

The role of ratio differences in the framing of numerical information

It is well documented that presentation of qualitatively equivalent information in different frames has considerable impacts on consumer preferences and evaluations. In this research, we demonstrate a type of framing effects that targets numerical information of an attribute.In three experiments, we find that the perceived differences between two options loom larger when equivalent attribute information is expressed in a large ratio frame than when it is expressed in a small ratio frame. Moreover, preferences shift toward an option when its superior attribute is presented in a large rather than a small ratio condition. We also show that this framing effect goes beyond the effects of loss aversion and those of numerical anchoring.     

Which consumers are ready for consumer-directed health plans?

Consumer Directed Health Plans (CDHPs) are new and increasingly popular insurance products in the United States that aim to increase consumer involvement in health care decision-making. Using quantitative and qualitative methods, we examine characteristics of employees in a large firm that voluntarily enroll in CDHPs. We find salaried and hourly high deductible CDHP enrollees to be substantially healthier and have higher educational attainment than Preferred Provider Organizations (PPO) enrollees. There was less favorable selection into a more popular, lower deductible CDHP.     

Cost-effectiveness of a chronic pain intervention for people living with HIV (PLWH)

Background: Chronic pain is a common, disabling, and costly comorbidity, particularly in people living with HIV (PLWH). This study developed and pilot tested a pain self-management intervention for chronic pain tailored to PLWH called Skills TO Manage Pain (STOMP).

Objectives: Given the additional resources needed to deliver STOMP in HIV clinical settings, an important objective of the pilot study was to assess not only STOMP’s preliminary efficacy, but also its cost-effectiveness.

Research design and subjects: The present study draws from a 44-participant, 2-arm randomized pilot trial of the STOMP intervention vs usual care among PLWH and at least moderate chronic pain (Clinicaltrials.gov: NCT02824562). Cost-effectiveness is presented as the incremental cost-effectiveness ratio (ICER). Costs were considered from the clinic perspective over a 1-year time horizon using real costs from the pilot trial. It was conservatively assumed there would be no costs savings. The Standard Gamble (SG) method was used to directly measure utilities.

Results: Thirty-six participants met inclusion criteria for the present analyses. Mean age was 52 years; 61% were female and 86% were black. The total cost of STOMP was $483.83 per person. Using the SG method, the change in QALYs was 0.15, corresponding to an ICER of $3,225.

Conclusions: STOMP’s cost/QALY is substantially lower than the $50,000 to $100,000/QALY benchmark often used to indicate cost-effectiveness. Although based on a pilot trial and, therefore, preliminary, these findings are promising, and suggest the importance of cost analyses in future STOMP trials.