Children’s Responses to Traditional Versus Hybrid Advertising Formats: The Moderating Role of Persuasion Knowledge

Research on the impact of advertising on children has failed to keep pace with the rapidly changing media environment. Using an experimental approach, children’s responses towards traditional (television advertisement) versus new, hybrid advertising techniques (trailer, advergame, and their combination), and the moderating role of persuasion knowledge, are investigated. Results show that children who played an advergame have more difficulty recalling the advertised brand than children who saw a traditional television advertisement. When confronted with integrated marketing communications (a trailer followed by an advergame), children without knowledge of persuasive intent developed a more positive brand attitude than children with persuasion knowledge. The implications of these results are discussed.     

Battlefield visitor motivations: explorations in the Great War town of Ieper,Belgium

In this study a quantitative method was used to measure the motivations for education, holiday and remembrance for an international sample of visitors to the Great War town of Ieper in Belgium. Three clusters could be formed based upon different structure and intensity of their motivations. A small number of visitors could be identified as pilgrims, while the remainder were tourists, and they evidenced most of the characteristics of the pilgrims. The theory of thanatourism provides a framework through which the motivations and experiences of battlefield tourists for remembrance and education as well as leisure can be better understood. Copyright © 2010 John Wiley & Sons, Ltd.     

Targeting Consumers Who Care about Future Generations

Generativity, as an adult's preoccupation with the well‐being of future generations, is a well‐studied concept in the social psychology literature. However, to this day, little is known about this concept within a consumer context. This article presents two studies that aimed to better understand the attitudes and behaviors of generative consumers. A first study was conducted to develop a more appropriate measure of generativity for consumer situations. It produced a two‐factor consumer generativity scale of six items, one factor of which measures the motivation for symbolic immortality (agentic generativity) whereas the other factor measures the motivation to be useful (communal generativity). The second study showed the predictive validity of the new scale. Highly generative consumers have more favorable attitudes toward ads and products that are generatively positioned. Generative consumers intend to buy products positioned as generative. In addition, the second study presents some sociodemographic characteristics of generative consumers. This research presents a valid and parsimonious scale of consumer generativity, and demonstrates the relevance of using a generative positioning strategy when targeting highly generative consumers.     

The Politics of Resistance: Informal banks in the Caribbean

Informal banks are as relevant as they were in slave times because they are creating financial alternatives for marginalized people. I explore this issue with an empirical study of 398 business people in the slums of Jamaica and Guyana. I use intersectionality theorizing to explain that poor women organize local banks as a form of contestation against the threat of violence, partisan and informal politics. Women from poor communities mobilize economic resources through mutual aid to resist dependence on corrupt political systems and exclusionary financial institutions. I argue that the banker ladies reorganize money markets for themselves and others. By organizing inclusive financial programs the banker ladies also build social capital through managing locally-based economic resources.     

The contribution of marketing to competitive success: A literature review

This paper reviews the literature relating to the practice of marketing and its relation to corporate success, examining pertinent concepts and issues. The marketing factors thought to be determinants of success are categorised as attitudinal, strategic and tactical factors, and these provide the framework against which enhanced corporate performance through marketing effort is analysed. The final section of the paper presents a summary of observations on the literature reviewed.     

8th International Conference on Corpor@te and M@rketing Communications (CMC)

This article addresses self-gift giving both from a consumer perspective and from the point of view of brands' promotional messages. Self-gifts may be regarded as personal acquisitions which are distinguished from other purchases by a particular motivation and context – quite literally, gifts to oneself. Our knowledge of this phenomenon from the consumer side remains limited, despite evidence of its importance in understanding consumer decisions. Furthermore, there is no empirical research addressing the extent to which organisations make use of the concept of self-gifts in their marketing activities. This paper addresses these gaps using a two-stage methodology. First, it enhances the understanding of self-gift consumer behaviour (SGCB) by 14 in-depth interviews with consumers. Then, drawing on the self-gift themes which emerged from the interviews, it presents the results of a content analysis of marketing communications for two selected product categories. The combined methodology offers new and rich insights into the theoretical understanding of self-gift consumer behaviour and provides recommendations for practitioners differentiating their marketing communications.     

Children's understanding of television advertising: a qualitative approach

In this paper children's understanding of television advertising was explored using focus groups in a qualitative approach. None of the 6 year olds, a minority of the 8 year olds and by no means all of the 10 year olds were able to articulate an understanding of the persuasive nature of advertising. It was concluded that children's understanding of the persuasive intent of television advertising is less well developed than previously thought, challenging current marketing perspectives. These findings raise questions for European legislation, UK broadcasting practices and for advertisers and manufacturers who target children.