How salient pictures in magazine advertisements bias consumers' preference construction: A comparison with product pages in e‐stores applying dual system model

This article compares the preference construction strategies that consumers adopt when reading magazine ads or browsing e‐stores. Decision processes are constrained by the structure of the context, so this research started with a pilot study that explored the use of salient background pictures in both contexts; the findings showed that magazine ads often featured dominant pictures, but product pages in e‐stores usually did not. In line with dual system theory, magazine ads thus may encourage picture‐based processing (System I), whereas product pages in e‐stores may encourage attribute‐based processing (System II). Two studies support these predictions. In Study 1, the product with the worst attributes but the most attractive background pictures was more likely to be chosen by consumers reading a magazine than by those browsing an e‐store. Study 2 affirmed that ad pictures, rather than product attributes, dominated evaluations. Together, these findings indicate that dominant pictures in magazine advertisements encourage intuitive processing and bias analytical processing.     

Emotional Arousal Shifts the Effect of Ad Placement on Ad Recognition

This study explored whether the arousal and relevance of media content placed in between advertisements moderated the effect of ad placement on ad recognition. Two experiments (N₁ = 60, N₂ = 62) were conducted in which participants viewed static ads that appeared before and after pictures that systematically varied in arousal. Results demonstrated that ads appearing before media content were recognized better than were ads appearing after media content when emotional arousal of media content was high, but that ads appearing after media content were recognized better than were ads appearing before media content when emotional arousal was low. Greater encoding of media content enhanced the memory of ads appearing before media content but not ads appearing after media content. Additionally, content relevance lowered ad recognition, especially during shallower encoding (i.e., encoding without the purpose of remembering). This study contributes to research on ad placement by proposing emotional arousal as a potential block that prevents new information from being encoded into short-term memory. Practically, this study emphasizes the importance of emotional arousal of surrounding content as a crucial factor for optimal ad placement.     

The role of frequency of experience with a product category and temporal orientation in self‐referent advertising

Previous research conceptualized consumers' evaluations of self-referent advertisements as discrete episodic processing instances requiring the ad-hoc matching of ad and personal knowledge detail. The present research proposes that consumers with frequent (infrequent) experiences in a product category are primarily semantic (episodic) processors. Consequently, consumers with frequent experiences have an illusion of detail matching in retrospective self-referencing resulting from schema-driven memory intrusions induced by highly detailed ads. Alternatively, consumers with infrequent experiences exhibit intrusions in anticipatory self-referencing due to imagination inflation prompted by these ads. Two experiments demonstrate how consumer knowledge-based details interact with message details in retrospective and anticipatory self-referencing situations to alter ad evaluations depending on the extent of prior experience.     

字幕与产品卷入度对视频广告加工的影响：来自眼动的证据

本研究采用眼动技术,通过2×2混合实验设计,探讨字幕与产品卷入度对视频广告在线加工的影响。结果发现,有字幕广告比无字幕广告产生了更多的回视次数和总注视时间;在观看广告时,高卷入度产品比低卷入度产品产生更多的回视次数、总注视时间和注视次数。更为重要的是,字幕和产品卷入度的交互作用显著：当广告中的产品卷入度高时,有字幕的产品比无字幕的产品产生更多的回视次数和总注视时间;当广告中的产品卷入度低时,两者没有显著的差异。结果表明,字幕影响视频广告的加工,但是这种影响受到产品卷入度的调节,只有高卷入度产品广告的加工受到字幕的影响,结果支持了精细加工可能性模型。     

Automatic activation of categorical and abstract analogical relations in analogical reasoning

We examined activation of concepts during analogical reasoning. Subjects made either analogical judgments or categorical judgments about four-word sets. After each four-word set, they named the ink color of a single word in a modified Stroop task. Words that referred to category relations were primed (as indicated by longer response times on Stroop color naming) subsequent to analogical judgments and categorical judgments. This finding suggests that activation of category concepts plays a fundamental role in analogical thinking. When colored words referred to analogical relations, priming occurred subsequent to analogical judgments, but not to categorical judgments, even though identical four-word stimuli were used for both types of judgments. This finding lends empirical support to the hypothesis that, when people comprehend the analogy between two items, they activate an abstract analogical relation that is distinct from the specific content items that compose the analogy.     

Effects of Interest,Thematic Congruence,and Typicality on Memory for Television,Radio, and Press Advertisements of New Products

Little is known about how the content of advertisements is remembered. We studied how product interest, thematic congruence between advertisement and programme, and the typicality of the elements of an advertisement affect memory for new product ads in television, radio, and printed media. Participants were exposed to a single type of media with two embedded ads. After a filler task, they completed a true/false recognition task. In television and radio, accuracy was higher for the interesting product ads. In three experiments, we found no effect of thematic congruence, and the standard effect of typicality. In printed media, where participants are free to read the ads or not, the differences in hits and false alarms in typicality were due to a change in the response criterion and not to an effect on memory. We conclude that different results can be obtained depending on the exposure to different media. Copyright © 2015 John Wiley & Sons, Ltd.     

广告语言与产品卷入度对广告卷入度的影响研究

从产品角度对地方语广告进行研究。本研究将语言熟练度和地域文化认同这两个因素作为控制变量,选取产品卷入度作为调节变量,分别在语音和文本广告两种不同的广告媒介中,研究广告语言（普通话VS粤语）对广告卷入度（认知卷入度VS情感卷入度）的影响机制。结果表明：对于高卷入度产品广告,普通话比粤语产生的广告认知卷入度和情感卷入度都更高;对于低卷入度产品广告,无论广告使用普通话抑或粤语,消费者对广告的认知卷入度都没有显著差异,但粤语比普通话能带来更高的广告情感卷入度。     

Children's consumption behavior in response to food product placements in movies

Almost all research on the effects of product placements on children has focused on brand attitudes or behavioral intentions. Drawing on the important difference between attitudes or behavioral intentions on the one hand and actual behavior on the other, this paper tests the effects of brand placements on children's food consumption. Children from 6 to 14 years old were exposed to an excerpt of the popular movie Alvin and the Chipmunks, including placements for the product Cheese Balls. Three versions were created: one without placements, one with moderate placement frequency, and one with high placement frequency. Results showed that exposure to high‐frequency product placements exerted a significant effect on snack consumption, but no effect on brand or product attitudes. These effects were independent of children's ages. The findings are of great importance to consumer behavior scholars, nutrition experts, and policy regulators. Copyright © 2015 John Wiley & Sons, Ltd.     

A scalar product model for the multidimensional scaling of choice

A multidimensional scaling analysis is presented for replicated layouts of pairwise choice responses. In most applications the replicates will represent individuals who respond to all pairs in some set of objects. The replicates and the objects are scaled in a joint space by means of an inner product model which assigns weights to each of the dimensions of the space. Least squares estimates of the replicates' and objects' coordinates, and of unscalability parameters, are obtained through a manipulation of the error sum of squares for fitting the model. The solution involves the reduction of a three-way least squares problem to two subproblems, one trivial and the other solvable by classical least squares matrix factorization. The analytic technique is illustrated with political preference data and is contrasted with multidimensional unfolding in the domain of preferential choice.The present work was initiated at Oregon Research Institute under National Institute of Mental Health Grant MH 12972. It was reformulated and completed while the first author was a Visiting Research Fellow at Educational Testing Service.Presently at the Department of Mathematics, University of Toronto.     

Men and Women in Indian Magazine Advertisements: A Preliminary Report

Studies from developed nations indicate that women are generally portrayed in advertisements as homemakers, dependent on men, and sex objects while men are portrayed as dominant, authoritative figures. However, very few researchers have examined role portrayals in ads from developing countries. This study examined the portrayal of women and men in Indian magazine ads. Over 1,100 magazine ads from a wide range of magazines in 1987, 1990, and 1994 were examined. Results indicate that although the portrayals of women and men in Indian magazine ads have changed over the period, they are still portrayed in stereotypical ways. Role portrayals in Indian magazine ads seem to be influenced by the nature of the product being advertised. Similarities and differences between role portrayals in Indian magazine ads and those from other nations are also discussed.

     

The Effects of Fear of AIDS and Gender on Responses to Fear-Arousing Condom Advertisements

The effects of message fear arousal, fear of AIDS, and gender on attitudinal responses to condom advertisements were tested in a laboratory experiment. Ninety-five male and 96 female college students, previously assessed for fear of getting AIDS, rated the effectiveness of 1 of 4 high-fear or 4 low-fear condom ads in motivating them to buy the product. Contrary to prediction, the high-fear condom ads did not significantly differ from low-fear ads in effectiveness. The prediction that subjects' fear of AIDS would interact with ad fear level was also not supported. However, subjects with a high fear of getting AIDS viewed ads as more effective than did low-fear subjects. As predicted, male subjects viewed ads as more effective than did women. Results support the health belief model's tenet that a sense of vulnerability facilitates acceptance of a message. Implications of the results for condom use promotion in AIDS prevention materials are discussed.     

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。     

Mathematical problem solving by analogy.

We report the results of 2 experiments and a verbal protocol study examining the component processes of solving mathematical word problems by analogy. College students first studied a problem and its solution, which provided a potential source for analogical transfer. Then they attempted to solve several analogous problems. For some problems, subjects received one of a variety of hints designed to reduce or eliminate the difficulty of some of the major processes hypothesized to be involved in analogical transfer. Our studies yielded 4 major findings. First, the process of mapping the features of the source and target problems and the process of adapting the source solution procedure for use in solving the target problem were clearly distinguished: (a) Successful mapping was found to be insufficient for successful transfer and (b) adaptation was found to be a major source of transfer difficulty. Second, we obtained direct evidence that schema induction is a natural consequence of analogical transfer. The schema was found to co-exist with the problems from which it was induced, and both the schema and the individual problems facilitated later transfer. Third, for our multiple-solution problems, the relation between analogical transfer and solution accuracy was mediated by the degree of time pressure exerted for the test problems. Finally, mathematical expertise was a significant predictor of analogical transfer, but general analogical reasoning ability was not. The implications of the results for models of analogical transfer and for instruction were considered.     

Does Sex-biased Job Advertising “Aid and Abet” Sex Discrimination?1

Two studies are reported which indicate that both sex-biased wording in job advertisements and the placement of help-wanted ads in sex-segregated newspaper columns discourage men and women from applying for “opposite-sex” jobs for which they might well be qualified. Both studies were originally conducted and presented as part of legal testimony in actual sex discrimination cases.     

Analogical transfer in perceptual categorization

Analogical transfer is the ability to transfer knowledge despite significant changes in the surface features of a problem. In categorization, analogical transfer occurs if a classification strategy learned with one set of stimuli can be transferred to a set of novel, perceptually distinct stimuli. Three experiments investigated analogical transfer in rule-based and information-integration categorization tasks. In rule-based tasks, the optimal strategy is easy to describe verbally, whereas in information-integration tasks, accuracy is maximized only if information from two or more stimulus dimensions is integrated in a way that is difficult or impossible to describe verbally. In all three experiments, analogical transfer was nearly perfect in the rule-based conditions, but no evidence for analogical transfer was found in the information-integration conditions. These results were predicted a priori by the COVIS theory of categorization.     

Interpretation of instructions: A source of individual differences in analogical reasoning

Two studies were conducted to identify individual differences in the effect of instruction on strategies used to solve figural/numerical analogies. In Study 1, students aged 9, 11, 13, and 19 years were given incomplete instructions and then were assessed for (a) consistent use of an appropriate rule for solving analogies and (b) the type and number of stimulus attributes that are incorporated in those analogical rules. Use of an analogical rule increased with age and corresponded to higher scores on a psychometric test of reasoning within each age group. In Study 2, analysis of verbal protocols was used to identify the strategies of some 9- and 11-year-olds who showed a peculiar pattern of responding in Study 1. These children attended to relevant attributes but used systematic nonanalogical rules to solve problems. When provided with more specific instructions, most of these children adopted an analogical rule but failed to incorporate relevant attributes. Results indicate that selection or construction of task-relevant solution strategies from incomplete instructions may partially account for differential performance on tests of analogical reasoning.     

Linking elements in Dutch noun-noun compounds: constituent families as analogical predictors for response latencies

This study addresses the choice of linking elements in novel Dutch noun-noun compounds. Previous off-line experiments (Krott, Baayen, & Schreuder, 2001) revealed that this choice can be predicted analogically on the basis of the distribution of linking elements in the left and right constituent families, i.e., the set of existing compounds that share the left (or right) constituent with the target compound. The present study replicates the observed graded analogical effects under time pressure, using an on-line decision task. Furthermore, the analogical support of the left constituent family predicts response latencies. We present an implemented interactive activation network model that accounts for the experimental data.     

Protagonist,theme, and goal object: Effects of surface features on analogical transfer

This study examined the effects of the similarity of protagonist, thematic context, and goal object on choice of solution principles in analogical transfer. Kindergartners and second-graders listened to five stories before solving a problem. In the experimental condition, four stories included workable solution principles, and one of each of these included the same protagonist, the same goal object, and the same thematic context as the target problem. Children in the experimental condition at both ages produced more solutions than children in a control group. Kindergartners, but not second-graders, were particularly likely to transfer a solution associated with the same goal object, and to a lesser extent, same protagonist and story theme, compared to a solution in a source story sharing no surface feature with the target problem. The results indicate that younger children are more likely to rely on salient surface features whereas older children flexibly map underlying structure independently of these features.     

Remembering ads: The effects of encoding strategies,retrieval cues,and emotional response

This study uses the encoding specificity principle ( Tulving & Thomson, 1973 ) and the distinction between episodic and semantic knowledge to test predictions about the effects of processing goals and retrieval cues on memory for emotional and neutral TV commercials. Subjects viewed five emotional and five neutral ads embedded in programming. Encoding instructions asked subjects to either (a) evaluate each product or (b) “just watch” as they viewed the ads. Retrieval cues were either the opening scene of each ad (executional cue) or the product category (categorical cue). Both recall and response-time measures were used to index ad memory-trace accessibility. The results showed that when encoding and retrieval conditions were compatible (evaluation instructions with categorical cue, and just-watch instructions with executional cue) ad memory traces were retrieved more rapidly than when encoding and retrieval conditions were incompatible. In addition, subjects who “just watched” emotional ads were able to retrieve those ad memory traces more rapidly when given an executional cue compared to a categorical cue, whereas subjects who evaluated neutral ads at encoding recalled more ads, and retrieved them more rapidly, when given a categorical cue compared to an executional cue. Finally, we show that searching memory first with an executional cue and then with a product-category cue leads to an increase in ad recall for both emotional and neutral ads, whereas searching first with a categorical cue and then with an executional cue leads to a decrease in ad recall for neutral ads.