Prepurchase Attribute Verifiability,Source Credibility,and Persuasion

Recent research has found that search and experience attribute claims are processed differently by consumers, with search attribute claims typically being more believable than experience attribute claims. It is, however, routinely the case that marketers desire to promote a product by making a claim featuring an experience attribute. The marketing literature has largely neglected the issue of how to enhance persuasion of experience attribute claims. The purpose of this research was to fill this void. We reason that source credibility impacts the receipt of experience claims and search claims differently. We then report results of 2 experiments featuring 2 different types of sources in the context of 2 different categories that suggest a source high in credibility can be employed to make experience claims more persuasive. The contributions our study makes to the persuasion literature and avenues for future research are discussed.     

Source Credibility in Consumer-Generated Advertising in Youtube: The Moderating Role of Personality

This research investigates the effects of the big five consumer personality traits on perceptions of source credibility related to consumer-generated advertising (CGA). An online experiment with 175 participants was conducted with viewing of a YouTube video in which source credibility (as firm-generated or consumer-generated) was manipulated. Findings show participants viewed CGA as more credible than firm-generated advertising. CGA positively influenced attitudes toward the ad and brand for consumers with low openness, and positively influenced opinion giving for consumers with high extraversion and low neuroticism. Also, a significant main effect of neuroticism was found. Theoretical and practical implications, and suggestions for future research are discussed.     

Effectiveness of Consensus Information in Advertising: The Moderating Roles of Situational Factors and Individual Differences

Purpose

This study aims to investigate the influence of both individual consumer differences and the purchase decision context on the effectiveness of consensus information in advertising.

Design/Methodology/Approach

Three experiments explore the effectiveness of consensus information. In Experiment 1, gender serves as a moderator. Experiment 2 contains an examination of the susceptibility to interpersonal influence (SII) and purchase decision context as two potential moderators. Finally, Experiment 3 instead explores the need for cognitive closure (NFC) but again includes the purchase decision context as the two possible moderators.

Findings

In Experiment 1, female participants, but not male participants, generate higher purchase intentions for ads with consensus cues as opposed to those without them. With Experiment 2, this study demonstrates that the effectiveness of consensus cues increases for a group (vs. personal) purchase decision, but only for people with high susceptibility to individual influence. In Experiment 3, the effectiveness of consensus cues is relatively greater for a group (vs. personal) purchase decisions, but only for consumers with a high NFC.

Implications

Understanding what moderates the effectiveness of consensus information in advertising has the potential to help practitioners apply consensus information more effectively to improve their advertising returns.

Originality/Value

This study provides initial evidence about the impact of consensus information in advertising on purchase intentions, which is contingent on the situational context and individual differences.     

The Impact of Social Comparisons After Failure: The Moderating Effects of Perceived Control

It was proposed that the impact of upward and downward social comparisons on affect and behavior following failure is moderated by perceived control. Subjects who failed an initial test were led to believe that it was either possible or impossible to improve performance on a second test and were exposed to information indicating that others either had done better or had done worse on the first test. As predicted, those who believed that they had little control over their subsequent outcomes and who were exposed to upward comparisons reported greater depressive and hostile affect and persisted less on the second task relative to other subjects. In addition, subjects who had low perceived control showed more interest in additional comparison information when they believed that others had done worse than when they believed that others had done better. Those who believed that they had high control did not show this preference. Findings suggest that upward comparison is debilitating only when accompanied by low perceived control. Further, exposure to downward comparison information may prevent some of the negative effects that have previously been associated with low personal control.     

Why Virginity Pledges Succeed or Fail: The Moderating Effect of Religious Commitment Versus Religious Participation

Over the past two decades, virginity pledges have proliferated in the US, despite mixed results regarding their effectiveness. Few studies have examined possible mechanisms that may shed light on why pledges work for some individuals but not others. Using a sample of emerging-adults aged 18–24 years old (n = 1,380), we examine the influence of religiosity on pledge signing and adherence, specifically whether the effectiveness of pledges is moderated by religiosity. Findings show that while religious participation is positively associated with signing a pledge, there is a moderating effect of religious commitment. That is, when religious commitment is high, adherence to the pledge is greater. However, for pledge signers with low religious commitment, there are unintended negative consequences with regard to increased participation in risky sexual behaviors, whether compared to other people who signed the pledge who are equally committed to their religion or to individuals who have never taken such a pledge. Implications for research and policy are discussed.     

The Emotional Impact of Ambivalent Sexism: Forecasts Versus Real Experiences

Research on affective forecasting indicates that people regularly mispredict the emotional impact of negative events. We extended this work by demonstrating several forecasting errors regarding women’s affective reactions to ambivalent sexism. In response to a survey about sexism against women, students at a university in the Central U.S. (N?=?188) overestimated the negative impact of hostile sexism, and underestimated the negative impact of benevolent sexism, relative to women’s reports of their actual experiences. Moreover, people mispredicted both the intensity of women’s initial affective reactions to, and the duration of women’s recovery following, ambivalent sexism. The data supported a model in which inaccurate estimates of initial intensity fully accounted for people’s inaccurate estimates of recovery duration following ambivalent sexism.     

Recency Versus Repetition Priming Effects of Cigarette Warnings on Nonsmoking Teenagers: The Moderating Effects of Cigarette-Brand Familiarity

This study focuses on the interactive effects of antismoking warnings and cigarette-brand familiarity on teenagers' smoking intent, attitudes toward the website, and sponsoring brand when exposed to entertainment websites sponsored by cigarette brands. Findings from a 3 (Warning Type) × 2 (Level of Cigarette-Brand Familiarity) factorial design experiment with nonsmoking teenagers demonstrated that text and picture warnings significantly reduced attitudes toward cigarette brands, compared to text-only or no warning. Warnings had assimilation effects on attitudes (toward brand and website) and on smoking intent in the case of familiar brands; and marginally significant contrast effects in the case of unfamiliar brands, which better reflects the repetition priming paradigm than the recency priming paradigm, and calls for attention to cigarette brands' familiarity.     

Relationship Quality and Purchase Intention and Behavior: The Moderating Impact of Relationship Strength

Purpose  

The purpose of this study was to investigate the link between perceived relationship quality, purchase intention and behavior, and the moderating role of relationship strength.     

父亲严厉教养与父亲及儿童心理行为特点的关系：父亲与儿童类似性判断的调节作用

本研究分别调查了338名中国父母的严厉教养、抑郁情感与婚姻满意度及其独生子女的情感失调与攻击行为情况。研究结果显示父亲对儿童与自己的类似性判断减弱了父亲严厉教养与儿童的情感失调和攻击行为间的联系,但加强了父亲的严厉教养与抑郁和婚姻不满意度间的关系。这些发现支持了父母教养的进化观点,降低父亲的生殖疑虑可能具有进化适应性,父亲与儿童的类似性判断会提高父亲对儿童的投资     

Nontarget Markets and Viewer Distinctiveness: The Impact of Target Marketing on Advertising Attitudes

This research examines the effect of target marketing on members of the advertiser's intended audience as well as members not in the target market: the nontarget market. The results of 3 experiments show that unfavorable nontarget market effects are stronger for members of nondistinctive groups (e.g., Caucasian individuals, heterosexual individuals) and favorable target market effects are stronger for members of distinctive groups (e.g., African American individuals, homosexual individuals). The results of Experiment 2 demonstrate that the psychological processes by which target and nontarget market effects occur differ by viewer group: Felt similarity with sources in an advertisement drives target market effects for distinctive viewers, whereas felt targetedness drives target market effects for nondistinctive viewers. Finally, Experiment 3 shows that these consumer feelings of similarity or targetedness are associated with underlying processes of identification and internalization. Theoretical implications regarding the impact of distinctiveness theory in consumer persuasion effects and potential social effects of target marketing are discussed.     

拖延对工作绩效的影响——压力偏好与任务类型的调节作用

本研究探索了压力偏好和任务类型在拖延行为对绩效产生作用过程中的调节作用。用问卷调查的方法对155人进行调查。结果发现：相比偏好压力者,厌恶压力者的工作绩效更容易受到拖延行为的影响;对于复杂任务,拖延对偏好压力者的绩效影响显著低于对厌恶压力者;而对于简单任务,两种类型人的绩效的差别并不明显。结论是,偏好压力者能够减弱拖延行为对其工作绩效的影响,尤其对于复杂任务,这种影响更加明显。     

产品销量和推荐数对网络消费决策的影响:价格的调节效应

基于目标感染理论,探究了产品销量和产品推荐数对大学生网络消费决策的影响,并进一步探究了产品价格在大学生网络消费决策中的调节作用。两项研究均表明,产品销量和推荐数均会促进大学生做出消费决策。其中,产品价格调节了两者对网络消费决策的影响,具体表现为在选购低价格产品时,大学生更加看重产品销量,倾向选购高销量产品;而在选购中高价格产品时,大学生更加看重产品推荐数,选购高推荐数的产品。本研究为网络电商平台如何针对不同价位产品制定产品展示方案提供了理论支持和实践指导。     

家庭沟通模式对儿童广告态度的影响

本文以家庭沟通模式理论为基础,通过对151份来自学生及母亲的问卷调查,探讨了不同家庭沟通模式对儿童广告态度的影响,结果表明,交互型和多元型的母亲比保护型和放任型的母亲更经常与孩子一起看电视;交互型和多元型的母亲比保护型和放任型的母亲更经常与孩子讨论电视广告;交互型和保护型母亲对孩子看电视时间的控制要比多元型和放任型的母亲严：交互型和多元型家庭中的儿童对广告的总体态度比另两类儿童对广告的总体态度要积极。     

Hearing Voices: The Impact of Announcer Speech Characteristics on Consumer Response to Broadcast Advertising

Virtually every broadcast advertisement uses the voice of an announcer, but due to lack of guidance from the marketing literature, managers must rely on gut feel when choosing a voice. Drawing on research from psycholinguistics, we identify 3 important voice characteristics —syllable speed, interphrase pausation, and pitch — and link these characteristics to key advertising response variables. By considering these 3 variables simultaneously, we test competing explanations previously offered to explain the process by which speech rate affects consumer response to advertising. Specifically, we assess whether an increase in speech rate enhances or reduces processing of the advertisement and whether this effect is driven primarily by syllable speed or interphrase pausation. Consideration of these 2 aspects of speech rate independently helps identify whether the changes in processing stem from changes in the opportunity to process and/or the motivation to process. Our results show that a voice with faster‐than‐normal syllable speed and low pitch produces less negative advertisement‐directed cognitive responses and more favorable ad attitudes, as well as more favorable brand attitudes, lending support to a motivational process explanation. No significant effects were found for interphrase pausation, suggesting that the results cannot be accounted for by the reduced opportunity to process in the compressed conditions.     

The Impact of Self-Components on Attitudes Toward Sex Among African American Preadolescent Girls: The Moderating Role of Menarche

The purpose of this study was to identify the protective factors that help to prevent attitudes that are tolerant of risky sexual behavior among inner-city, African American, preadolescent girls. It was hypothesized that aspects of the self would significantly predict attitudes toward sexual behavior among this population. It was also expected that the predictive power of the self-components (i.e., ethnic identity, self-concept, and masculine and feminine gender role orientation) would be increased in African American girls following menarche. Two hundred and five African American, preadolescent girls from a northeastern, inner-city community participated in this study. The age for this sample ranged from 10 to 13. Findings of this study lend partial support to the hypotheses. Examination of the predictive relationship between the self-components and attitudes toward sex indicated that self-concept and the masculine and feminine gender role characteristics were significant predictors of attitudes toward sex. In addition, the impact of ethnic identity on functioning was found to be most significant for girls who had experienced menarche.     

Comparative Advertising: Effects of Structural Alignability on Target Brand Evaluations

Structural alignability refers to the readiness with which the attributes of one brand can be mapped on to those of another brand. Across three experiments, we show that as alignability in comparative advertising decreases, advertising‐induced target brand evaluations also decrease. This effect is explained by the extent to which assumptions about attribute comparisons are needed. We further show that the effect of alignability on evaluation is moderated by the need for cognitive closure, an individual difference variable that influences preferences for easy comparison and less ambiguity. Although prior research has treated alignability as a dichotomous variable (present or absent), the research presented here suggests that there are different types of (non)alignability comparisons.     

The Moderating Effect of Prior Experience in Consumers' Use of User-Image Based Versus Utilitarian Cues in Brand Attitude

In this paper, we address the question of whether prior experience with a product moderates the extent to which the use of user-image based cues and utilitarian cues are predictive of brand attitude. Specifically, high experience consumers were expected to focus more on utilitarian cues and low experience consumers to focus on user-image based cues. Results of two studies generally support these predictions.     

Black Women's Self-Perceptions of Attractiveness Following Exposure to White Versus Black Beauty Standards: The Moderating Role of Racial Identity and Self-Esteem

This study examined racial identity, self-esteem, and Black versus White beauty standards as moderators of body image perceptions among 60 Black women. In two experimental conditions, subjects evaluated photographs of either three Black models or three White models, all previously determined to be attractive. Control group subjects did not evaluate photographs. All subjects then completed measures of their own body esteem and attractiveness. Results indicated that body esteem was positively related to self-esteem for subjects in the photograph conditions but not for subjects in the control condition. The relative attractiveness ratings of self versus models were dependent on race of the models and subjects' self-esteem, and on race of the models and subjects' racial identity. The first interaction indicated more favorable comparative ratings for subjects with high self-esteem, but only following exposure to White models. The second interaction indicated more favorable comparative ratings for subjects with high African self-consciousness, but only following exposure to White models. Taken together, the results suggest that explicit beauty standards engage a comparison process and, in the case of Black respondents with high self-esteem or with high African self-consciousness, result in self-evaluations that are significantly higher than the attractiveness attributed to White standards of beauty.