品牌熟悉对广告过程中品牌态度改变的影响

文章通过分析广告前后被试者品牌态度的变化,研究了在不同的广告态度和信息相关度条件下被试者品牌熟悉程度对品牌态度变化的影响。结果显示品牌熟悉程度对品牌态度变化的调节作用并非单向的,而是与广告态度和信息相关度交互产生作用的。当被试者不熟悉品牌且有正面的广告态度时或当被试者不熟悉品牌且信息相关度较低时广告才能产生说服效果,进而使被试者的品牌态度发生改变。     

Promoting a Brand's Emotion Benefits: The Influence of Emotion Categorization Processes on Consumer Evaluations

Research in psychology has demonstrated that people have a shared knowledge of emotion categories. Building on this research and our understanding of categorization processes, this article proposes a mechanism by which consumers utilize information about a brand's “emotion benefits” in forming attitudes. The results of 2 experimental studies show that (a) consumers’ processing of a brand's emotion benefit information is consistent with categorization processes such that emotion category congruity effects are large in basic—versus subordinate—level conditions, (b) associating a brand with certain emotions can influence brand and ad attitudes without necessarily eliciting emotions during exposure to advertising, (c) emotion category congruity “works” through attitude‐toward‐the‐ad and emotion benefit beliefs in influencing brand attitudes, and (d) subjective product category knowledge moderates the strength of these effects. Taken together, these results explicate the process by which a knowledge‐based consideration of a brand's emotional benefits can influence consumers’ beliefs about the brand and brand attitudes.     

The Diagnosticity of Advertising Generated Brand Attitudes in Brand Choice Contexts

Advertising theory tends to presume, sometimes implicitly, that advertising mediates brand choice through its effect on brand attitudes. This article addresses the limitation of using brand attitude measures at or near the time of advertising exposure to predict the relative ability of a set of alternative advertising message appeals to directly influence brand‐choice decisions. The results suggest that the ability of advertising‐generated brand attitudes to predict advertising effects on brand choice declines when (a) consumers’ motivation to deliberate is greater at the time of brand choice than at the time of attitude formation, (b) the message appeal of the brand assigned the most favorable attitude rating is not accessible, not perceived to be at least as diagnostic as competitor appeals, or both, and (c) attitude differences among brand alternatives are small.     

广告干预对消费者品牌态度和信任的影响

为了探讨广告干预对危机品牌的消费者品牌态度和信任的影响,采用实验组与控制组对照的前测后测设计,其中实验组采用2×2因素型被试间实验设计。结果表明:广告干预对被试的内隐品牌态度发生了一定程度的影响,对被试的外显品牌态度和品牌信任则发生了很大程度的影响;高渗透广告相较于低渗透广告能驱使消费者对危机品牌产生更为正向的外显品牌态度;理性诉求广告相较于感性诉求广告能驱使消费者对危机品牌产生更为正向的外显品牌态度;广告的渗透程度和诉求方式对内隐品牌态度的影响存在交互作用;品牌信任受双重态度驱动。     

Warning: You are being primed! The effect of a warning on the impact of subliminal ads

As it has been demonstrated that subliminal advertising can affect consumers' decisions – if the ad is goal relevant – the question rises whether consumers are able to shield themselves from subliminal influences. In the present research it was examined whether warning people of the presence of subliminal ads could decrease subliminal advertising effects. In Study 1, it was demonstrated that warning people of subliminal ads indeed diminished priming effects on consumer choice, whereas subliminal advertising effects were replicated for people who were not warned (i.e., people for whom the primed brand was goal relevant were more likely to select it when primed). Study 2 extended these findings, revealing that both participants warned before and after the priming manipulation were less influenced by subliminal brand primes than controls. This suggests that the warning does not decrease participants' sensitivity to the prime, but instead affects the influence of the prime at the behavioral level. Several explanations and implications are discussed.     

Did They Earn It? Observing Unearned Luxury Consumption Decreases Brand Attitude When Observers Value Fairness

People frequently observe others’ consumption, making inferences about both the consumer and the consumed brands. Although these observations are often beneficial for brands, this research demonstrates that observing luxury brand consumers whose consumption arose from unearned (vs. earned) financial resources reduces observers’ brand attitudes when observers place a high value on fairness. When fairness values are high, observers do not perceive luxury brand consumers who use unearned (vs. earned) consumption resources as prestigious, and in turn, lower prestige perceptions adversely affect observers’ brand evaluations for luxury brands. Consistent with our theorizing regarding the signaling of prestige, the joint effect of consumers’ consumption resources and observers’ fairness values on observers’ brand attitudes does not hold for nonluxury brands, which are not associated with prestige and thereby are not denigrated when the consumer is not perceived as prestigious. This research sheds light on the role of moral values in marketplace judgments of luxury consumption and brand attitude by considering the influence of consumption resources on observers’ judgments.     

卷入影响广告理性诉求信息加工效果的眼动研究

使用眼动技术,考察了卷入的两方面（个人卷入与产品卷入）共同对广告理性诉求信息加工效果的影响。研究发现：（1）随着个人卷入或产品卷入度的提高,被试获得的广告信息显著增加。（2）仅在产品卷入度高时,强说服证据理性诉求广告的品牌信息所获得的加工深度才明显优于弱说服证据者;同时,只有当个人卷入度高时,产品卷入度高的商品信息所获得的加工才明显比产品卷入度低者更为精细。这说明,广告理性诉求方式可能主要适宜于宣传产品卷入度高的商品,且只有当个人卷入度高时才可能更为有效     

How category advertising norms and consumer counter‐conformity influence comparative advertising effectiveness

Surprisingly little research examines whether and how category advertising norms influence the effectiveness of comparative advertising. To address this void, the present research investigates if the persuasiveness of a particular comparative advertisement depends on whether or not it is viewed as a typical tactic that conforms to category advertising norms. Results from experiments 1 and 2 indicate that a comparative advertisement used in violation of category norms results in a persuasion penalty that is evidenced by a reduction in the ad's impact on brand attitudes. This effect of category norms on persuasion is shown to be mediated by evaluations of the comparative advertisement's appropriateness in the product category. A final experiment confirms this persuasion penalty with respect to consumers holding conformity-based motives. However, this penalty is found to be reversed for individuals seeking counter-conformity in the marketplace, who respond more favorably to a comparative advertisement when it violates rather than conforms to category norms.     

Consumers' perceptions of the dimensions of brand personality

Brand personality (human‐like characteristics of a brand) has been a popular topic in the marketing literature for over 50 years. However, there is a lack of consumer‐focused studies investigating what factors shape perceptions of brand personality. To address this gap, the purpose of the current study is to understand how consumers form their perceptions of the different dimensions of brand personality identified in Aaker's scale (sincerity, excitement, competence, sophistication and ruggedness), and what product or brand characteristics influence these perceptions. Sixty‐six interviews were conducted with graduate students, who were asked to discuss which brands reflected the specific dimensions of brand personality in Aaker's scale. As a result, we identify the kinds of brands consumers perceive as typical for each personality dimension, discover their common characteristics and explain the reasons why some brands are strongly associated with a particular dimension and some are not. Our findings indicate that specific brand personality dimensions are associated with particular product categories. However, brands mentioned as strong on respective personality dimensions share commonalities beyond just a product category. For instance, sincere brands share family‐related associations and high morals, exciting brands offer consumers the opportunity to experience exciting feelings and are related to special ‘exciting’ occasions, competent brands are mostly associated with expertise and quality, sophisticated brands are usually of feminine nature, whereas rugged brands are of masculine nature. Moreover, we find that brands which consumers perceive as lacking on a particular personality dimension also share common attributes. Copyright © 2011 John Wiley & Sons, Ltd.     

品牌名称暗示性对消费者决策选择的影响：认知需要和专业化水平的调节作用

品牌管理者最首要的决策就是选择一个好记的或有意义的品牌名字。由于任何特征的品牌名字都必须借助消费者的认知差异来实现真正的差异化, 因此, 从消费者认知特点出发研究暗示性品牌名字就显得尤为重要和有意义。本文通过3个实验, 分别验证了消费者认知需要和专业化水平对品牌名称暗示性与决策选择的调节作用。方差分析发现：低专业化水平的消费者更倾向于根据暗示性的品牌名字做出决策, 而高专业化水平的消费者则不受品牌名称暗示程度的影响。此外, 低认知需要的消费者比较喜欢暗示性的品牌名字, 而对于高认知需要的消费者来说, 品牌名字的暗示性程度不会对其决策过程产生影响。最后, 研究结果揭示了专业化水平和认知需要对暗示性品牌名字效果发挥具有交互作用。对于具有高专业化水平的消费者来说, 无论他们处于低认知需要还是高认知需要, 品牌名字的暗示程度都不会影响他们的态度形成。相反地,对于具有低专业化水平的消费者来说, 无论是低认知需要还是高认知需要均倾向于暗示性的品牌名字。而对于专业化程度中等的消费者而言, 暗示性品牌名字效用的发挥则取决于其处理信息的动机—认知需要水平。     

Consumers' product evaluation: a study of the primary evaluative criteria in the precious jewellery market in the UK

It is normally argued that consumers make their purchase decisions on the basis of their evaluation of, and knowledge about, the product attributes. This paper reports findings from a research study, which was conducted to determine the nature and type of evaluative criteria used by an individual while purchasing a piece of precious jewellery. In doing so, the study looked into the significance of product category knowledge, brand familiarity and brand consciousness in product evaluation. A questionnaire was sent to 500 consumers of precious jewellery in five major cities of the UK. Results indicate that, in general, subjective attributes are more important for people buying precious jewellery than the objective attributes. The significance of specific attributes during product evaluation could vary according to one's level of product category knowledge, brand familiarity and brand consciousness. The paper discusses implications for the marketers. Copyright © 2001 Henry Stewart Publications.     

An empirical investigation of regional differences in consumption behaviors in an emerging economy

Widely regarded as one of the most dynamic economies in Southeast Asia, Vietnam has increasingly attracted scholarly interest from diverse business disciplines. However, previous marketing research on Vietnam largely treats the country as a homogenous society. We draw on the literature in sociology, geography, history and predict that significant regional differences exist in consumers' consumption behaviors between the North and South of Vietnam, bearing important implications for international marketers. Using secondary survey data collected by an international market research firm, we show that consumers in Hanoi (HN) and Ho Chi Minh City (HCMC) differ greatly in how they perceive the impact of an economic crisis, how they change their consumption behaviors as a result, and whether they will cut back on spending on themselves, their families, and children. Our results also demonstrate that HN and HCMC consumers differ in their attitude toward luxury product consumption, attitude toward advertising, and marketing versus non-marketing controlled sources of information. Our research provides important implications for both managers and researchers interested in this fast-growing economy.     

产品卷入度与网络语言态度对网络语言广告说服效果的影响

以在校大学生为被试,探讨网络语言嵌入对广告效果的影响,分别测量产品卷入度和语言态度的调节作用。结果表明：(1)对于高卷入度产品,广告中嵌入网络语言与否对广告的说服效果并无显著影响;对于低卷入度产品,广告中嵌入网络语言的广告态度和产品态度均值均高于标准汉语广告,但对购买意愿无显著影响;(2)对于低卷入度产品,在积极的网络语言态度下,嵌入网络语言组被试的广告态度、产品态度和购买意愿的均值均高于标准汉语广告;而在消极的网络语言态度下,广告中嵌入网络语言的广告态度和产品态度均值均低于标准汉语广告,但对购买意愿无显著影响。     

Attitude importance and the accumulation of attitude-relevant knowledge in memory

People who attach personal importance to an attitude are especially knowledgeable about the attitude object. This article tests an explanation for this relation: that importance causes the accumulation of knowledge by inspiring selective exposure to and selective elaboration of relevant information. Nine studies showed that (a) after watching televised debates between presidential candidates, viewers were better able to remember the statements made on policy issues on which they had more personally important attitudes; (b) importance motivated selective exposure and selective elaboration: Greater personal importance was associated with better memory for relevant information encountered under controlled laboratory conditions, and manipulations eliminating opportunities for selective exposure and selective elaboration eliminated the importance-memory accuracy relation; and (c) people do not use perceptions of their knowledge volume to infer how important an attitude is to them, but importance does cause knowledge accumulation.     

Brand placement disclosure effects on persuasion: The moderating role of consumer self‐control

The inclusion of branded products in media entertainment has become a popular marketing strategy, because viewers are less likely to recognize the persuasive intent of sponsored content as compared with traditional advertising. To guarantee fair communication and protect consumers against unobtrusive persuasion attempts, European media policy has obligated broadcasters to disclose the presence of brand placement in their television shows. Recent studies demonstrate that disclosures raise viewers' persuasion knowledge; however, the circumstances under which brand placement disclosures may affect brand evaluations and resistance to the persuasive impact of brand placement are still unclear. In two experiments, we uncovered self‐control depletion as an important moderator of disclosure effects on brand evaluations and resistance to brand placement influence. Whereas disclosures increase resistance and decrease persuasion for viewers not depleted of their self‐control, disclosures do not affect resistance and even result in more favorable brand evaluations when viewers' self‐control is depleted by a previous self‐control task. Because a state of self‐control depletion can be perceived as the “couch‐potato” mindset in which people expose themselves to entertaining television content, our findings imply that instead of protecting consumers from hidden persuasion, disclosures may unintentionally increase the persuasive effects of brand placement. We discuss several possible mechanisms that could explain our findings. Copyright © 2016 John Wiley & Sons, Ltd.     

品牌形象系统的因素结构

采用问卷法以446名大学生为被试,运用探索性因素分析探讨了不同产品类别（牙膏、运动鞋和随身听）的品牌形象的构成因素,然后以整体分配法确定了各因素的权重。结果表明:(1)品牌形象是由若干因素构成的有组织、有序的系统,这些因素分别属于功能成分和意义成分。(2)不同产品类别的品牌形象构成有共性,也有个性。(3)低外显产品的功能成分比高外显产品的功能成分重要。     

Adolescents and handheld advertising: The roles of brand familiarity and smartphone attachment in the processing of mobile advergames

Many adolescents are inseparable from their smartphones on which they are often confronted with covert advertising‐like mobile advergames. This study explores the roles of brand familiarity and smartphone attachment in adolescents’ abilities to recognize the commercial intent of advergames. Moreover, it considers the potential indirect effects of brand familiarity and smartphone attachment on the susceptibility of young consumers to mobile advergames. An experiment (N = 98) was conducted, which showed that brand familiarity moderates the effect of playing advergames on the recognition of the commercial intent of advergames. Furthermore, smartphone attachment was found to facilitate the recognition of the commercial intent of advergames, such that adolescents who experienced higher levels of smartphone attachment (when compared to lower levels) were better able to differentiate between advergames and non‐commercial games (games without advertising). Interestingly, no association between smartphone attachment and brand responses were found—suggesting that smartphone attachment did not affect adolescents’ compliance with the advertised message.     

Intentional forgetting as a facilitator for recalling new product attributes

When market changes alter what product attributes are deemed important, consumers may intentionally try to forget old product information in an attempt to remember new product information. In Experiment 1, the authors demonstrated that intentional forgetting of this nature temporarily inhibits retrieval of old product information and leads to a benefit to memory for new product information. The results show that, after a short delay, benefits continue in the absence of costs, which is supportive of a multiple-process account of intentional forgetting. Experiment 2 extends these effects using an advertising message to stimulate forgetting. Across both experiments, results also show that brand preference is based on learning of new attribute information.     

The real difference between consumers' perceptions of private labels and national brands

This paper documents the application of prior knowledge about response patterns in brand image data for private label (PL) brands. We investigate if a well‐known pattern about response level and usage experience also holds for PLs. The main finding is that advertised national brands (NBs) enjoy a higher level of knowledge amongst their non‐users than do PLs. We did not find this to be the case for small non‐advertised NBs and small PLs. The finding emphasises the importance of advertising for NBs to maintain their position. Well‐branded and appropriately scheduled advertising leads to building up brand associations in consumers' memory, which increases the probability of thinking about or noticing a brand. We suggest that the higher knowledge among NB non‐users is the main advantage NBs have over PLs in the market. We provide implications of the findings for managers and academia. Copyright © 2014 John Wiley & Sons, Ltd.