Differences in readers' response towards advertising versus publicity

Publicity is assumed to have higher credibility than advertising prompting communication specialists to call for its use alongside traditional advertising to achieve overall communication goals. To test the differences in readers' response towards advertisements and publicity, a sample of students (N= 104; 52 men and 52 women) were shown printed messages identified as advertising or publicity. The publicity format appeared to be associated with deeper processing because participants had higher recall, more message-relevant thoughts, and better discrimination for the publicity message. In addition, participants rated the publicity message higher on Source Credibility, Brand Attitude, and Purchase Intent than a comparable advertisement.     

能力还是热情?广告诉求对消费者品牌认同和购买意向的影响

基于自我建构理论和情绪理论, 本文探讨了自我建构与广告诉求对品牌认同的交互作用、影响机制及边界条件。通过3个实验, 我们发现对于独立自我建构的消费者来说, 能力广告诉求更能提高品牌认同感, 而对于相依自我建构的消费者来说, 热情广告诉求则更有效; 同时我们也验证了广告诉求到愉悦感到品牌认同最终到购买意向的因果链模型, 并确定了企业类型对该机制的调节作用。     

基于人性本真性的拟人化广告的负面情绪与态度——愧疚感的中介作用

通常来说,商业活动中的拟人化设计可以起到增加亲切感、提升产品评价和增加购买意愿作用。然而,产品广告中不恰当的拟人化设计所引发的负面情绪和态度却很少受到学术界和实践界的关注。本文以食物广告的拟人化设计为研究背景,发现广告中对食用对象进行不恰当的拟人化设计会让人产生愧疚感,进而对广告态度产生负面态度。更进一步,本文表明这种负面效应只发生在感知该拟人化对象的人性本真性高的情况。当消费者不相信拟人化对象真的会拥有人性(本真性低)时,拟人化广告并不会给人们带来明显的负面情绪和态度。     

感性还是理性?文化衍生的权力感对广告诉求偏好的影响

广告的有效性很大程度上取决于消费者个体特征与广告诉求之间的一致性。以往研究忽略了文化衍生的权力感作为关键心理特征与不同诉求广告之间的匹配性效应。本文探讨文化衍生的权力感(个人权力感vs.社会权力感)对广告诉求偏好的影响及其作用机理。研究结果表明, 启动个人(vs.社会)权力感的消费者更加偏好感性(vs.理性)诉求广告, 其中唤醒度发挥中介作用。当启动个人(vs.社会)权力感时, 个体更加强调满足自我需要和寻求挑战以不断提高地位与声望, 更容易激发兴奋等高(vs.低)唤醒度, 从而更加偏好感性(vs.理性)诉求广告。此外, 合理化需要在文化衍生的权力感通过唤醒度对广告诉求偏好的影响中起到调节作用。在不启动合理化需要时, 文化衍生的权力感通过唤醒度对广告诉求偏好发挥影响的中介效应显著; 而当启动合理化需要时, 上述中介效应不显著。本文基于文化取向的视角揭示了权力感影响广告诉求偏好的心理机制与边界条件, 为企业根据文化衍生的权力感差异制定广告营销策略等方面提供实践启示。     

The effect of arbitration program characteristics on applicants' intentions toward potential employers

The authors examined intentions toward prospective employers with different alternative dispute resolution (ADR) policies and no ADR policy. In Study 1, students (N = 124) were randomly assigned to 1 of 4 conditions in which 2 variables, arbitration policy presence or absence and firm desirability, were manipulated. The presence of a voluntary, nonbinding arbitration policy had no impact on intentions and did not interact with firm desirability. In Study 2, students (N = 273) were randomly assigned to 1 of 8 conditions (mandatory vs. voluntary arbitration, binding vs. nonbinding arbitration, and highly desirable vs. less desirable employer). Both mandatory and binding arbitration policies were related to less favorable intentions toward firms. Predictions regarding the interaction of ADR policy and firm desirability were partially supported. Some support was found for the interaction between ADR policy and ethnicity.     

Voice and persuasion in a banking telemarketing context

Voice has been neglected in research on advertising and persuasion. The present study examined the influence of voice and sex on the credibility of the voice source in a banking telemarketing context as well as with regards to the attitude toward the advertisement, and subjects' behavioral intention. An experiment using voices of a man and a woman was conducted. A recorded mock-telemarketing message consisted of an advertisement for an ATM card offered by a Canadian bank. Subjects were undergraduate students (N=399; 71.6% women, 28.4% men; M age=26.5 yr., SD = 7.4). They completed a questionnaire after hearing the message in telemarketing conditions. Analysis indicated a moderate intensity, an unmarked intonation, and a fast speech rate are associated with a more credible source than the other combinations. Sex was not a significant moderator in the relationship between voice characteristics and source credibility. Voice characteristics significantly affected attitudes toward the advertisement and behavioral intention.     

Temporal stability of the implicit association test-anxiety

The Implicit Association Test-Anxiety (IAT-Anxiety; Egloff & Schmukle, 2002) provides an indirect assessment of anxiety by measuring associations of self (vs. other) with anxiety-related (vs. calmness-related) words. In 3 studies (using 3 independent samples), we examined the temporal stability of the IAT-Anxiety. In Study 1, 65 participants responded twice to the IAT-Anxiety with a time lag of 1 week. The test-retest correlation was .58. In Study 2 (N = 39), we extended the time interval between test and retest to 1 month and this yielded a stability coefficient of .62. In Study 3 (N = 36), we examined the long-term stability (time lag: 1 year) of the IAT-Anxiety and this showed a correlation of .47. We discuss implications of these results for the assessment of personality dispositions with the IAT.     

Intergroup time bias and racialized social relations

Within the framework of intergroup relations, the authors analyzed the time people spent evaluating ingroup and outgroup members. They hypothesized that White participants take longer to evaluate White targets than Black targets. In four experiments, White participants were slower to form impressions of White than of Black people; that is, they showed an intergroup time bias (ITB). In Study 1 (N = 60), the ITB correlated with implicit prejudice and homogeneity. Study 2 (N = 60) showed that the ITB was independent of the type of trait in question (nonstereotypical vs. stereotypical). Study 3 (N = 100) demonstrated that ITB correlates with racism measured 3 months beforehand, is independent of motivation to control prejudice, and is not an epiphenomenon of homogeneity. In Study 4 (N = 40) participants not only showed the ITB in a racialized social context but also displayed it following a minimal group manipulation.     

The effect of search condition and advertising type on visual attention to Internet advertising

This research was conducted to examine the level of consumers' visual attention to Internet advertising. It was predicted that consumers' search type would influence visual attention to advertising. Specifically, it was predicted that more attention to advertising would be attracted in the exploratory search condition than in the goal-directed search condition. It was also predicted that there would be a difference in visual attention depending on the advertisement type (advertising type: text vs. pictorial advertising). An eye tracker was used for measurement. Results revealed that search condition and advertising type influenced advertising effectiveness.     

Effects of Television Violence on Memory for Violent and Nonviolent Advertising

This study investigated the impact of television violence on memory for advertising, taking into account the possible role of viewer hostility arousal in this context. Experimental participants were exposed to advertising placed within a violent or a nonviolent film clip. One advertisement had 2 versions–violent and nonviolent–and was presented with 2 other nonviolent filler advertisements. Participants completed a mood questionnaire before and after being exposed to the television material, tested for memory for the embedded advertising and asked to rate the film clips and the advertisements using a set of evaluative scales. The nonviolent version of the target advertisement was less well remembered when placed in the violent film than in the nonviolent film, supporting Bushman and Bonacci (2002). In contrast, the violent version of the target advertisement was remembered much better than the nonviolent version when placed in the violent film sequence. Participants' hostility scores were higher only after watching the violent film, and associated with an impairment in the memory of the nonviolent advertisements, while enhancing the memory of the violent advertisement, thus providing some support for Bushman's (1998a) hostile-thought hypothesis.     

传统媒体上强势品牌广告竞争溢出效应的作用机制及分布规律

由于产品之间存在相互关联性, 一个企业的广告不仅会对本企业产品的市场需求产生促进作用, 而且对其它企业产品的市场需求也会产生一定影响, 这种影响被称为广告的溢出效应。以往研究发现, 强势品牌广告竞争对弱势品牌具有溢出效应, 但该研究仅验证了溢出效应存在, 并未对其作用机制进行深入挖掘。通过实验方法探讨强势品牌广告竞争对弱势品牌的溢出效应的作用机制及边界条件是当务之急, 实验一探讨强势品牌广告竞争对弱势品牌溢出效应的作用机制, 主要包括探讨中介变量和调节变量两个方面的问题。中介变量包括消费者对强势品牌的涉入度、感知产品质量、行业市场份额变化三个变量, 调节变量包括消费者广告态度、消费者任务导向、产品生命周期、产品同质性四个变量。实验二探讨强势品牌广告竞争对弱势品牌的溢出效应的整体分布规律, 包括产品成长期和成熟期两个时期的溢出效应分布规律。研究将揭示强势品牌广告竞争的作用机制和整体分布规律, 有利于丰富溢出效应理论和广告效果理论。     

Cross-Cultural Sexism and the Effectiveness of Gender (Non)Traditional Advertising: A Comparison of Purchase Intentions in Poland,South Africa,and the United Kingdom

Findings regarding the effectiveness of (non)traditionally gendered advertisements are mixed and largely emanate from the United States. We tested the stereotype content model and ambivalent sexism theory cross-nationally in an advertising context and predicted that paternalistic (vs. envious) female stereotypes will trigger higher purchase intent (PI) irrespective of country (Hypothesis 1), viewers’ benevolent sexism will positively predict PI for paternalistic housewife advertisements (Hypothesis 2a), viewers’ hostile sexism will negatively predict PI for envious businesswoman advertisements (Hypothesis 2b), and these relationships with sexism will be confined to less gender egalitarian countries (i.e., Poland and South Africa) (Hypothesis 3). Statistical analyses of data from 468 Polish, South African, and British university students supported Hypothesis 1 and partially supported Hypotheses 2 and 3. The predicted patterns held for South Africa, but in Poland, viewers’ benevolence positively predicted PI for both advertisement types, with the exception of highly hostile women. British viewers’ hostility positively predicted PI for the housewife advertisement. Our findings support the cross-cultural applicability of the stereotype content model to advertising and suggest that the predictive role of sexism changes depending on its type, advertisement type, country, and gender. We recommend that advertisers should adopt a nuanced approach in predicting the effectiveness of gendered advertisements.     

EFFECTS OF ADVERTISED HUMAN RESOURCE MANAGEMENT PRACTICES ON ATTRACTION OF AFRICAN AMERICAN APPLICANTS

Student members of a national organization of African American engineers ( n = 1019) and currently employed African American engineers ( n = 303) responded to a hypothetical job advertisement differing by staffing policy (identity-blind vs. identity-conscious), advertised work characteristics (i.e., individual-based vs. team-based), and compensation system characteristics (pay based on individual performance vs. pay based on work-group performance). Both groups of respondents reported being more likely to apply when the staffing policy was identity conscious (i.e., affirmative action) than when it was identity blind (i.e., equal-employment opportunity). However, only the student sample reported being more likely to apply when the advertisement described team-based work instead of individual-based work. Both groups reacted negatively to the combination of individual-based work and group-performance based pay systems.     

A REFINED COMPUTER HARASSMENT PARADIGM: VALIDATION, AND TEST OF HYPOTHESES ABOUT TARGET CHARACTERISTICS

A refined computer paradigm for assessing sexual harassment is presented, validated, and used for testing substantive hypotheses. Male participants were given an opportunity to send sexist jokes to a computer-simulated female chat partner. In Study 1 ( N = 44), the harassment measure (number of sexist jokes sent) correlated positively with self-reported harassment proclivity. Study 2 ( N = 77) included a more elaborate cover story, variations of the female target's attitude (feminist vs. traditional) and physical attractiveness (low vs. high), and additional measures for construct validation. Results showed that harassment correlated positively with self-reported harassment proclivity, hostile sexism, and male identity. Feminist targets were harassed more than traditional targets, whereas target attractiveness had no effect. Theoretical and applied implications are discussed.     

“美男诱惑”真的奏效吗:男性代言女性产品对女性消费者产品评价的影响

男性代言女性产品的广告策略真的奏效吗?本文旨在探讨女性产品代言人性别与女性消费者对该产品评价之间的关系。4个实验的结果显示,与女性代言女性产品相比,男性代言时女性消费者对该产品的评价会显著降低。该影响是通过身份威胁感的中介实现的。此外,身份肯定对该效应存在调节作用。具体来讲,当被试受到女性身份肯定操控时,主效应会加强。本文实证研究了男性代言女性产品可能带来的负面效应,基于性别认同一致性理论拓展了产品性别属性的下游结果。     

“美男诱惑”真的奏效吗：男性代言女性产品对女性消费者产品评价的影响

男性代言女性产品的广告策略真的奏效吗?本文旨在探讨女性产品代言人性别与女性消费者对该产品评价之间的关系。4个实验的结果显示, 与女性代言女性产品相比, 男性代言时女性消费者对该产品的评价会显著降低。该影响是通过身份威胁感的中介实现的。此外, 身份肯定对该效应存在调节作用。具体来讲, 当被试受到女性身份肯定操控时, 主效应会加强。本文实证研究了男性代言女性产品可能带来的负面效应, 基于性别认同一致性理论拓展了产品性别属性的下游结果。     

The COVID-19 threat and luxury advertising

The purpose of this research is to examine how the COVID-19 pandemic has impacted the luxury goods industry. The authors hypothesize that pandemic threats drive consumers toward luxury consumption to increase their perceptions of control. The article reports results of three experimental studies conducted in the United States. In Study 1, after participants read an article about COVID-19, they respond favorably to an advertisement for a luxury brand. The comparative control participants read an article about a tofu dish and respond less favorably to the luxury advertisement. Study 2 provides further evidence that perceived control acts as a mediator, while ruling out alternative explanations. Study 3 indicates that threat evokes luxury preferences only when advertisements for both luxury and nonluxury products use abstract messages, as opposed to concrete messages. The findings provide practical insights showing that the most effective advertising strategy for luxury brand managers is to use abstract rather than concrete messages for targeting consumers who feel highly threatened by COVID-19.     

Sex Guilt and Receptivity to Condom Advertising

The personal and social costs of unintended pregnancy and HIV infection point to the need for ongoing research designed to enhance the effectiveness of preventive advertising, particularly to those segments at greatest risk. One segment that appears to be at significant risk is comprised of individuals who experience high levels of guilt about sex. This study seeks to determine whether high sex-guilt (SG) individuals are unique in their processing, recall, and evaluative responses to advertising for condoms. Two hundred fifty-two college-aged men and women were randomly assigned to two versions of a condom advertisement that differed in terms of self- referencing vs. other-referencing in the message copy. A 2 × 2 × 3 (Gender × Self- Versus Other-Referencing Message Copy × High, Moderate, and Low Sex Guilt), between subjects ANOVA design was used to test hypothesized relationships. For female, but not male, participants, high SG was inversely related to depth of processing, recall, positive thoughts about the ad, and perceived credibility of the ad. For both genders, high SG was inversely related to perceived ad informativeness, attitude toward the ad, and attitude toward the brand. Message design interacted with SG and gender on an important outcome measure—purchase intention. Study implications are discussed, and avenues for future research are suggested.     

Using humor to increase COVID-19 vaccination intention for the unvaccinated: The moderating role of trust in government

Since COVID-19 was declared a global pandemic, scholars and practitioners have put much effort into testing effective advertising strategies for COVID-19 vaccinations. Guided by humor theories, this study aimed to examine (1) the effect of humor on persuading COVID-19 vaccination and (2) the moderating role of trust in government for the unvaccinated population. Across two studies (college students and general adult populations), for lower trust in government individuals, through greater public service advertisement (PSA) processing depth and believability, there was a higher vaccination intention after the humor (non-humor) advertisement. For higher trust in government individuals, there was evidence that the vaccination intention was lowered after the humor (vs. non-humor) message through lowered PSA processing depth and believability. This study expands humor theory into testing COVID-19 vaccination messages while considering an individual psychological factor, trust in the government, that has emerged as an essential determinant to COVID-19 messaging. The contributions to COVID-19 vaccination advertising strategy and advertising to the unvaccinated population, in general, are discussed.     

Measuring values with the Short Schwartz's Value Survey

The reliability and validity of the Short Schwartz's Value Survey (SSVS) was examined in 4 studies. In Study 1 (N = 670), we examined whether value scores obtained with the SSVS correlate with those obtained with Schwartz's Value Survey (SVS; Schwartz, 1992, 1996) and the Portrait Values Questionnaire (Schwartz et al., 2001) and whether the quasi-circular structure of values can be found with the SSVS. In Study 2 (N = 3,261), we replicated the quasi-circular structure in a more heterogeneous sample and assessed whether the SSVS can differentiate appropriately between gender, religiosity, students from different fields, and supporters of left- and right-wing political parties. In Study 3 (N = 112), we examined the test-retest reliability of the SSVS and in Study 4 (N = 38), time saving gained by the SSVS compared to the SVS. The results show that the new scale had good reliability and validity and that the values measured by the SSVS were arrayed on a circle identical to the theoretical structure of values. We also provided equations that can be used in future studies to measure individuals' scores on the 2 main value dimensions, Self-Transcendence and Conservation.