Youth Responses to Anti‐Smoking Advertisements From Tobacco‐Control Agencies,Tobacco Companies,and Pharmaceutical Companies1

Emotional reactions to anti‐smoking advertising (e.g., fear, sadness, anger) may play an important role in promoting smoking‐related attitudinal and behavioral change. Overall, 278 youth completed response ratings of 16 different elements of 50 anti‐smoking ads made by tobacco‐control agencies, tobacco companies, and pharmaceutical companies. Compared with tobacco‐control ads, tobacco‐company ads were more likely to elicit positive emotions and less likely to elicit negative emotions and to be of interest to youth. Compared with tobacco‐control ads, pharmaceutical company ads were less likely to elicit negative emotional responses or cognitively engage youth and more likely to elicit positive emotions. These findings suggest that youth may be unlikely to respond to tobacco‐company advertising in ways that may lead to a lower likelihood of smoking.     

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。     

Impact of emotional appeal on non-profit advertising: A neurophysiological analysis

The number of Non-Profit Organisations (NPOs) has increased in the past years, and they rely on advertising to communicate their causes. Although the effectiveness of NPO advertising has been studied previously, there is still no consensus about which appeal (emotionally positive or negative) increases its effectiveness. On the other hand, the most prevalent research approaches to NPO advertising are traditional research methodologies based on declarative techniques. So, the purpose of this study is to identify which appeal (positive or negative) in NPO advertising is more effective at the three levels of effectiveness (perceptual or communicational effectiveness, psychological or attitudinal effectiveness and behavioural effectiveness), providing a new approach based on the analysis of consumers' unconscious responses to advertising. We conducted an experiment with 113 participants whose neurophysiological responses were evaluated through electroencephalogram (EEG) and eye tracking (ET) while they watched NPO advertisements with a randomly assigned emotional appeal (positive or negative). In addition, a survey revealed behavioural responses. The results showed that considering the psychological or attitudinal effectiveness, positively framed ads are more effective, as there is a positive effect on attitudes towards the ad and a higher positive emotional valence. On the other hand, in perceptual effectiveness, where attention is considered an important variable, the negatively framed ads showed more significant time in the area of interest (AOI) of the image area of the ad, and longer time in the AOI text was observed for positively framed ads. Furthermore, regarding behavioural effectiveness, negatively framed ads seem more effective in eliciting actual donations. The results suggest that a positive appeal is more effective in generating a more positive attitude and a positive emotional valence towards the advertisement, which could benefit the NPO in the long term. But a negative appeal is more effective if the goal is to achieve immediate donations.     

The Effect of Induced Positive and Negative Emotion and Openness-to-Feeling in Student’s Consumer Decision Making

How do emotional states affect risk-taking and consumer decisions? Serial experiments were conducted to demonstrate and explain the relationships among emotions, risk-taking, and consumer decisions. Study 1 showed that participants whose emotional condition was negative were more likely to systematically engage in risk-taking behavior than those exhibiting positive emotions, and the emotional effects were moderated by openness to feeling (OF) as a function of individual personality. Studies 2–5 were mainly to examine the effects of emotional conditions on consumer decision. The results of studies 2–5 substantiated our prediction that participants in positive emotional states were less likely to respond to puffer advertising and sales promotion, thus increasing the share of an option that is “average” in all dimensions, and more likely to have a compromise effect than in those in a negative emotional condition. Studies 2–5 also found that the emotional effects were moderated by individuals’ openness to their own feelings. The effects are discussed in relation to the literature on emotions, risk-taking, and consumer decisions.     

Gender differences in perceptions of emotionality: The case of close heterosexual relationships

Previous research suggests some support for the stereotype that women are the more emotional gender, but very little research has examined whether women are more emotional than men in the context of close relationships. We examined gender differences in reports of emotions experienced and expressed in close heterosexual relationships. A sample of 197 couples (at different stages of relationship involvement), most of whom were white and from middle-class backgrounds, responded to a list of 25 positive and negative emotions three times. Participants indicated how often they experienced the emotions, how often they expressed the emotions, and how often they believed their partner experienced the emotions (all in the past month). Women reported experiencing several emotions to a greater frequency than men, regardless of degree of relationship involvement. Further, women reported being more emotionally expressive than men in dating and more advanced (e.g., engaged) relationships, but not in marital relationships. Finally, women believed that they were generally more emotional than men, whereas men believed that women were more emotional in the experience of negative but not positive emotions. The results were generally consistent with the stereotype that females are the more emotional gender.     

Effects of Culture,Gender, and Moral Obligations on Responses to Charity Advertising Across Masculine and Feminine Cultures

Two studies investigated the effects of charity advertising on perceptions of moral obligation to help others and gauged ad evaluation. This was done in cultures that were similar in individualism but differed in either masculinity (United States and Canada) or femininity (Denmark and Norway). Participants read appeals that solicited donations to charity by focusing on either egoistic or altruistic motives. In masculine cultures, men preferred the egoistic ad and women preferred the altruistic one. In feminine cultures, where women are agentic and men are allowed to be nurturing, the opposite was the case. Exposure to both types of ads activated a sense of personal obligation among men in feminine nations and women in masculine nations. However, their opposite‐sex counterparts reacted against these ads. Implications of these findings for an understanding of culture and sex differences in advertising effectiveness are discussed.     

The interaction effect of ad appeal and need for cognition on consumers' intentions to share viral advertisements

Viral advertising has become a popular form of persuasive communication to promote brands on social media. Extant research on viral advertising has focused mostly on evaluating content characteristics as drivers of virality, but very few studies have examined the potential influence of consumers' personality variables that affect their information processing and subsequent ad‐sharing behavior. By taking a consumer‐centric approach, two experimental studies were conducted to examine how consumer's need for cognition (NFC: high vs. low) interacts with message appeal (emotional vs. informational) used in the branded viral advertisements and extent of brand information (high vs. low brand prominence) present in the branded viral advertisement to influence consumers' intentions to share viral advertisements. As compared with low‐NFC individuals, high‐NFC individuals reported higher sharing intentions for viral ads that use informational appeal and also for an emotional viral ad where brand prominence is high. This finding is consistent with the elaboration likelihood model (ELM). Further, the results of these studies show an interesting finding that contradicts the existing understanding originating from ELM; that is, high‐NFC individuals reported higher sharing intentions for viral ads with an emotional appeal as compared with low‐NFC individuals, even when the brand prominence is low. Possible explanations and implications of the findings are discussed in this paper.     

EMOTIONAL CONTAGION Gender and Occupational Differences

Theorists have proposed that men and women and those in various occupational groups should differ in their susceptibility to primitive emotional contagion. Study 1 was designed to explore the extent to which gender and occupation affected respondents' self-reports of emotional contagion, as measured by the Emotional Contagion (EC) scale. As predicted, women in a variety of occupations secured higher total EC scores than did men. Study 2 was designed to determine the extent to which gender affected self-reports of emotional contagion (again as measured by the EC scale) and actual responsiveness to others' emotions. As predicted, women received higher EC scores, reported sharing the targets' emotions to a greater extent, and were rated by judges as displaying more emotional contagion than did men.     

Ethnicity and Gender Stereotypes of Emotion

In three studies we investigated gender stereotypes of emotions among four ethnic groups in the U.S., using persons from these groups as informants about their own groups. European Americans’ reports of stereotypes were compared to those of African Americans (Study 1), Hispanic Americans (Study 2), and Asian Americans (Study 3). The examination of group differences was interpreted based on variations across ethnicities in norms concerning emotional expression and gender roles. Overall, gender stereotypes of emotion were evident among all ethnic groups studied, but European Americans’ gender stereotypes were the most gender differentiated. For example, European American stereotypes held that men express more pride than women do, but African Americans’ stereotypes of pride for men and women did not differ. Similarly, whereas among European Americans, women were stereotyped to express much more love than men do, the gender difference was smaller among Hispanic Americans and Asian Americans. These different norms may pose challenges for inter-cultural interactions, and they point to the importance of considering both gender and ethnicity simultaneously in the study of emotions.     

Affective responses to movie posters: differences between adolescents and young adults

Although the link between cognition and affect in the advertising context has been demonstrated in several studies, no research to date has considered adolescents’ affective responses to movie posters and their attitudes to negative and positive images. A 2 (between subjects) × 4 (within subjects) mixed‐factorial experiment design comprising two groups of subjects (80 adolescents and 80 young adults) and four advertising stimuli (two highly positive images and two highly negative images) was used to test the differences in the subjects’ attitudes to advertising, positive and negative affect, and viewing intentions. Although the adolescents, compared to the young adults, did not appear to have significantly stronger attitudes to emotional advertisements (ads), they showed a similar level of intensity of affective response when exposed to negative and positive images.     

双模态情感分析的弹幕网络视频平台营销策略

随着互联网飞跃发展, 弹幕视频应运而生。这种新型的用户与视频交互方式具有新特性, 如用户情感表达实时动态性、情感分布多峰性。同时, 新特性也给实际研究工作带来挑战, 如用户画像刻画难度增大, 视频推荐和广告推送所需精度提高。现有研究尚未对弹幕视频的新特性进行深入分析, 也没有充分挖掘其本身所蕴含的学术研究价值。本文利用深度学习、自然语言处理技术、系统动力学方法, 结合心理学、市场营销学等多学科交叉前沿知识, 从数据驱动角度对弹幕视频数据进行分析和建模, 深度挖掘视频大数据潜在的商业价值。重点研究弹幕与视频双模态融合的情感识别方法; 构建带有用户情感特征的动态用户画像, 并建立基于用户画像的网络视频粘性营销机制; 分析用户情感与视频广告插播方式的相关性, 提出视频广告动态插播策略。丰富现有研究的同时, 为网络视频企业准确定位与分析用户需求, 创建高品质的智能营销平台供理论与决策支持。     

Is this a family business? Effectiveness of implementing family businesses branding strategies on a radio platform

Understanding how family firms can use their family image to their advantage in communication strategies is an opportunity for business continuity. This study identifies the effects of family hotels' corporate brand strategy through radio advertising on customer perceptions and attitudes using family image communication literature and radio advertising research. Online experiment using radio ads from these hotels and a survey of 1002 participants from Chile and Spain were conducted. The results suggest that strategies improving the firm's ability to communicate the family image results in better consumer response in terms of expectation, perceived quality, visit intention, and willingness to pay more. We conclude that radio ads are an effective channel for communicating family firm images. Managers can take advantage of monetizing the benefits of family firm images through radio ads.     

Mediators of the Gender Difference in Rumination

Rumination is engaging in a passive focus on one's symptoms of distress and on the possible causes and consequences of these symptoms. Women are more likely than men to engage in rumination. This study examined whether gender differences in the following beliefs would mediate the gender difference in rumination: the controllability of emotions, the appropriateness of rumination as a coping strategy, responsibility for the emotional tone of relationships, and mastery over negative events. The sample was 740 community-dwelling adults between 25 and 75 years of age, who completed a survey by mail. The combination of beliefs about control of emotions, responsibility for the emotional tone of relationships, and mastery over negative events fully mediated the gender difference in rumination. Alternative hypotheses that the gender difference in rumination was due to gender differences in distress, emotional expressivity, and the tendency to give socially desirable answers were not supported.     

Gender and Race Portrayals on Spanish-Language Television

318 randomly selected television ads from India (from 2004) in three different languages (English, Hindi, and Tamil) were content analyzed to examine both the frequency of appearance and prevalence of gender stereotypes. Results indicate that there are more male than female central characters and voiceovers in Indian ads; stereotypical differences were also found in the type of credibility used by men and women, and the nature of the products they advertised and settings that males and females appeared in. Female central characters tended to be younger than their male counterparts and were more likely to be portrayed in relationship roles. Similarities and differences in gender role portrayals found in Indian television ads and those from other nations are also discussed.     

Consumer responses to parodic ads

We analyze parodic ads, which are humorous commercial messages that parody extant advertising. The effects of three dimensions are examined: mockery, perceived truth and playful humor. Consequences are considered for attitudes toward the parodic ad, its sponsor brand, the parodied advertising (which the parodic ad mimics) and the parodied advertising's sponsor brand. Results of three studies indicate that parodic ads can produce positive as well as negative outcomes across these attitudinal variables. These results suggest caution in the use of parody as a messaging device.     

母亲情绪调节与幼儿情绪理解能力:母亲应对方式的中介作用

对258名幼儿进行情绪理解能力任务测查,其母亲完成情绪调节方式问卷和应对幼儿消极情绪问卷,探讨母亲情绪调节方式、母亲对幼儿消极情绪的反应方式和幼儿情绪理解能力之间的关系。结果表明,幼儿情绪理解能力随年龄增长而提高,女孩情绪理解能力高于男孩。母亲对幼儿消极情绪更多采用情感关注和问题解决,惩罚反应最少,母亲对男孩的消极情绪表现出更多的惩罚反应,对女孩表现出更多的情感关注。母亲鼓励表达在其情绪调节方式和幼儿情绪理解能力之间有中介作用。     

青少年负性情绪事件性质判断偏向的情绪弹性和性别效应

研究以青少年学生为被试,采用测验和实验的方法考察了情绪弹性和性别变量对青少年在四类负性情绪事件性质的判断偏向上可能产生的影响。结果表明：（1）情绪弹性对青少年加工负性情绪事件信息时的判断偏向产生一定影响,低情绪弹性个体在面对与一般生活情境相关的负性情绪事件时,更倾向于从消极方面对事件的性质加以判断。（2）性别对青少年加工负性情绪事件信息时的判断偏向不产生实质性影响。     

Judging Advertising Creativity Using the Creative Product Semantic Scale

The Creative Product Semantic Scale has been used to judge tangible creative products such as crafts, and intangibles such as the ideas produced by problem solving groups. In this study it was used to judge the creativity of 15 print advertisements, using samples representing college students, advertising professionals, and the general public. The study explored the differences and similarities of responses. There were no significant differences in the judgments of the three groups regarding the originality and logic of the ads. With regard to how well crafted or well executed the ads were, however, the judgments of advertising professionals differed from those of students and the public.     

The Role of the Listener on the Emotional Valence of Personal Memories in Emerging Adulthood

Many scholars stressed the role of social interactions in the construction of autobiographical memories, especially in late adolescence and emerging adulthood. This paper aims to assess the impact of the listener attitude on narrator’s emotional valence of past life events concerning the end of a close relationship. 157 emerging adults have been asked to recall a memory and to randomly narrate it to a listener previously trained to be distracted and detached (DL group) versus attentive and empathic (AL group). A control group (CG) had only to reflect internally on the recalled memory. Participants had to allocate one or more emotions to their memory from a 12-item list in a recall task, a narrative/reflection task and a 15-day recall follow-up. The percentages of negative, positive and neutral emotions were assessed and changes among the three emotional allocations were measured. Results showed that participants of the AL group after the narrative task increased the positive emotional engagement of memories and decreased the negative emotions in comparison to DL participants and the CG ones. The authors interpret the results suggesting that narrating autobiographical memories to attentive peers is a way to co-construct their emotional meaning and discuss findings in the light of the knowledge on the lifespan period of emerging adulthood.     

The Cognitive Costs of the Counter-Stereotypic: Gender,Emotion, and Social Presence

We explored the concurrent and subsequent cognitive consequences of the experience of gender counter-stereotypic emotions. Participants experiencing gender counter-stereotypic emotions were expected to display less emotional expression and demonstrate poorer cognitive performance when in the public condition than when in the private condition. Seventy-one women and 66 men completed an anger- or sadness-inducing task privately or publicly. Participants completed two cognitive tasks: one during and one after the emotion-induction task. Participants exhibited poorer performance during and following gender counter-stereotypic emotions only in the public condition. Direct evidence for greater suppression of gender counter-stereotypic emotions in the public conditions was not obtained. These results suggest that the same public emotional events may be differentially cognitively depleting depending on one’s gender, potentially contributing to the perpetuation of stereotypes.