Effects of fear appeal format and consumer personality on ad processing and persuasion: A preliminary analysis

This paper investigates how communication format and consumer personality impact processing and persuasion within a fear appeal context. By altering the sequence of threats and recommendations contained within a fear appeal, two format conditions were created: a balanced format (a repeating sequence of a single threat followed by a single recommendation) and a traditional format (multiple threats followed by multiple recommendations). Using the repression-sensitization scale, subjects were classified as either sensitizers (those who cope by extensive thought) or repressors (those who cope by avoidance or denial). Under a balanced format condition, sensitizers produced more support arguments and fewer counterarguments and reported greater behavioral intentions to comply with message recommendations.     

广告比稿模拟在市场营销专业广告学教改中的应用研究

广告比稿是广告主选择广告公司及广告公司获取业务的重要方式。市场营销专业的广告学课程,应使学生具备从企业角度判断广告提案是否适合企业所需的能力,以及从广告公司角度做出能解决企业现实问题的广告提案的能力。广告学的实践教学采用比稿模拟的形式,有利于学生促进学生全面掌握广告学理论,也更符合市场营销专业的培养目标。     

浅析国际商事仲裁一裁终局制度的局限与完善

视一裁终局为国际商事仲裁的主要优点并将其绝对化,是我国学术界的普遍观念,而《仲裁法》也规定仲裁实行一裁终局的制度。然而,随着国际经济交往规模的扩大,一裁终局在国际商事仲裁实践中的缺陷逐一显现。本文通过分析,提出对"一裁终局"绝对存在性和绝对优越性的质疑,指出一裁终局的缺陷,进而提出在一裁终局制度上,我国仲裁法应当区分国内仲裁与国际商事仲裁,在国际商事仲裁中摈弃绝对的一裁终局制度。     

"拆迁上访"警示城市化过热

本文认为,造成"拆迁上访"的深层原因是城市化过热,让拆迁户背负了城市化的成本.城市化的实质是投资活动,应遵循投资的一般规则.要解决城市化过热的问题,需要政府把城市化当成社会化的市场化的投资活动,转换自己在城市化中的角色与职能,宏观调控微观放手,并在城市化中自觉接受民主监督与法律约束.     

Advertising targeting young children: an overview of 10 years of research (2006–2016)

A review of 138 published academic articles was conducted to provide an up-to-date and comprehensive overview of academic research of the past decade (2006–2016) on advertising directed to young children up to 12 years old. The research overview resulted in a conceptual framework comprising five research domains that were found to be most prominent. For each of these five domains, an overview, discussion and future research agenda is presented. We conclude that much of the research of the past decade included food advertising and its effects. Progress has been made in the domain of children's advertising processing, specifically with regard to advertising literacy. Despite the growing importance of embedded advertising, many of the new ad formats remain neglected (e.g. native and mobile advertising). Additionally, only a few studies investigated which executional factors (e.g. humour) are effective in advertisements to target children and social influences are also less often considered.     

‘Fear of Missing Out’ (FOMO) marketing appeals: A conceptual model

The ‘Fear of Missing Out’ (‘FOMO’) is a well-known concept in popular culture. Consequently, it has been co-opted and successfully utilised in commercial advertising appeals to initiate sales. However, academic research to date has focussed exclusively on FOMO as an individual trait leading to self-initiated FOMO-driven behaviours. By contrast, the success of FOMO sales appeals relies upon consumers’ responses; therefore, it is necessary to understand these response mechanisms. This is the first known academic research to investigate consumer response mechanisms in relation to externally initiated FOMO appeals. In doing so, this research develops an original taxonomy of FOMO appeals; establishes a thematic map of response elements; identifies theory relevant to individuals’ responses; formulates an operational response model; and proposes a future FOMO research agenda.     

How do racial minority consumers process a model race cue in CSR advertising? A comparison of Asian and White Americans

This study proposes that model race and race of consumers play an important role in processing corporate social responsibility (CSR) advertising. The aim of the study is to examine why a racial mismatch between target consumers and featured model race might work better among Asian Americans in the context of CSR ads, guided by motivated reasoning and self-referencing information processing mechanisms. Through an experiment, the study finds that people who perceive that money means social status tend to have more positive responses to CSR ads regardless of their race or ethnicity. In addition, Asian Americans who highly equate money with status are likely to evaluate CSR ads featuring a white model more positively than the ad with an Asian model. The study also reveals that Asian Americans with higher money as status perception tend to self-reference only when they view the CSR ad featuring a white model, but not an Asian model. However, White Americans do not vary in self-referencing based on model’s race when viewing the CSR ads.     

Understanding the drivers of organic foods purchasing of millennials: Evidence from Brazil and Spain

This paper examines the antecedents of millennials' organic food purchasing. A conceptual framework, based on product characteristics, and consumers' concerns and consciousness, is proposed. Data collection was conducted through a survey in two culturally and socioeconomically distinct countries (Brazil vs. Spain) to increase the robustness and generalizability of the results. The results show that product characteristics and consumer concerns improve millennials’ health consciousness and increase their social consciousness, which, in turn, increase their willingness to pay a price premium and their purchase frequency of organic foods. The findings show that the proposed model has high validity, with only one significant difference between the two countries. Theoretical contributions and managerial implications are discussed.     

The effect of exposure to sexual appeals in advertisements on memory,attitude, and purchase intention: a meta-analytic review

Researchers have often attempted to answer the question, ‘Does sex sell?’ In this article, we present a meta-analysis of studies that used an experiment to test the effect of sexual appeals in ads on memory, attitude, and purchase intention. Our analysis revealed a significant positive effect for sexual appeals on ad recognition and recall (weighted Cohen's d = .38, p < .001), but the effect on brand recognition and recall was not significant (d = .09, p = .30). We also found that the effect of sexual appeals on attitude towards the ad was not significant (d = ?0.07, p = .26); however, additional analysis showed that males (d = .27, p < .01) evaluate ads with sexual appeals significantly more positively than females (d = ?.38, p < .001). Finally, we found a small significant negative effect on brand attitude (d = ?.22, p < .05), but no effect on purchase intention (d = .01, p = .94).     

The risk of programmatic advertising: Effects of website quality on advertising effectiveness

Programmatic advertising is prevalent in online advertising. However, it offers managers limited control over the type of website where the ad appears, resulting in brand safety issues. Aware of the risk that ads may potentially display on websites of poor quality (nonpremium websites), managers have developed strategies to reduce this risk. Due to the lack of empirical insights, these strategies are based on “gut feeling” and depend on campaign type (branding versus performance) and brand type (premium versus nonpremium). Our research addresses this void and analyzes website quality effects for premium and nonpremium brands in branding and performance campaigns. Our results show that effects, indeed, vary depending on campaign and brand type, but not in ways that managers might expect. When a branding ad appears on a nonpremium website, attitudes towards the ad and the brand deteriorate, but only for premium brands. In contrast, website quality does not affect awareness for either type of brand. When a performance ad appears on a nonpremium website, it generates fewer clicks; this effect is stronger for premium brands. Overall, these findings enrich our understanding of the consequences of programmatic advertising and highlight the crucial role of website quality dependent on campaign goal and brand type.