Capitalizing on brand personalities in advertising: The influence of implicit self‐theories on ad appeal effectiveness

How can firms use brand personalities to develop the most persuasive advertising appeals? In this article, we examine advertising appeals that capitalize on the signaling opportunities that using these brands can provide (signaling ad appeal) versus the self-improvement opportunities that using these brands can offer (self-improvement ad appeal). In two studies, we find that the effectiveness of these appeals depends on consumers' implicit self-theories. Specifically, signaling ad appeals are more effective for consumers who believe their personal qualities are fixed and cannot be developed through their own efforts (entity theorists), whereas self-improvement ad appeals are more effective for consumers who believe their personal qualities are malleable and can be developed (incremental theorists). Implications for brand personality research and advertising are discussed.     

I'm free but I'll comply with your request: generalization and multidimensional effects of the “evoking freedom” technique

The “evoking freedom” technique is a verbal compliance procedure that solicits someone to comply with a request by simply telling them they are free to accept or to refuse the request. The measure of the efficiency of this technique on compliance with large samples and the evaluation of its influence on various requests was tested in the first set of experiments. This technique was found to be efficient in increasing the number of people who agreed to give money to a requester, the number of smokers who agreed to give a cigarette, passersby who agreed to respond to a survey, and homeowners who agreed to buy pancakes. In the second set of experiments in which the mode of interaction between the requester and the person solicited was tested, the “evoking freedom” technique was found to be associated with greater compliance with a request addressed by mail and through face‐to‐face, phone‐to‐phone, or computer‐mediated interaction. The third set of experiments tested the effect of semantic variations of the “evoking freedom” technique and the weight of the repetition of the semantic evocation of freedom. These later experiments that used various phrases evoking the freedom to comply were found to be associated with greater compliance. Moreover, a double evocation of freedom was associated with even greater compliance than a single evocation. The importance of this technique for commitment communication is discussed.     

Why Koreans Are More Likely to Favor “Apology,” While Americans Are More Likely to Favor “Thank You”

Two studies investigated whether apologies or thanks are preferred in asking favors in the United States and Korea, and how this relates to perceptions of reduction in positive and negative face threats. In the first study (n = 224), participants composed an e‐mail message where a favor was asked. In the second (n = 807), participants completed questionnaires including a prototypical e‐mail for the situation described in Study 1, as well as measures of negative and positive face threats. Findings showed that (a) Koreans more frequently included apologies in favor‐asking messages, while Americans more frequently included thanks; and (b) Americans considered repeated thanks to reduce the threat to hearers' negative and positive face, but Koreans considered repeated apologies to reduce the threat to speakers' positive face.     

“Seeing” the social roles of brands: How physical positioning influences brand evaluation

This paper investigates when the brand is promoting a specific social role (as a friend or as a leader), whether the physical position of a brand image in relation to the customer's image influences brand evaluations. Two studies reveal that the match between the promoted social role and the visual representations of the brand and customer in the ad layout improves evaluations. When the brand is promoted as a friend to its customers, consumers evaluate it more positively if the image of the brand is located horizontally and near to the image of the customer. However, when the brand is promoted as a leader to its customers, consumers evaluate it more positively if the image of the brand is located above and far from the image of the customer.     

The “Clean for Gene” Phenomenon: The Effect of Students' Appearance on Political Campaigning1

Field experiments investigated the relationship between a political campaigner's dress and appearance and his campaign effectiveness. In one study deviant, “freaky” appearing campaigners attempting to hand out innocuous leaflets in a shopping center had a lower acceptance rate than did more conventionally dressed campaigners. Those shoppers who did accept leaflets from “freaks” were more likely to throw them away unread. The first experiment suggested that deviant-appearing campaigners have difficulty communicating information to potential voters, but it was argued that, in another sense, they convey all too much information. Knowing only that the campaigners for one candidate were deviant and “hippy” in appearance as compared to the conventionally dressed campaigners supporting a second candidate, voters in a second experiment were willing to ascribe more radical opinions to the deviants' candidate. Voters then used their inferences as the basis on which to select a candidate. The rationality of inferring beliefs from appearances is discussed in terms of correspondent inference theory.     

Understanding consumers' brand‐induced food taste perception: A comparison of ‘brand familiarity’ – and ‘consumer value – brand symbolism (in)congruity’ – accounts

Past research has shown that familiar brands can boost consumers' food taste experiences. On the other hand, more recent evidence suggests that the (in)congruity between consumer values and brand symbolism can affect the food taste perception. This study is the first one to integrate these two accounts into one single conceptual framework and to empirically evaluate their relative roles in explaining consumers' brand‐induced taste perception. Two experiments involving taste trials (blind vs brand‐cued sensory evaluation) were conducted. The first experiment analysed the brand familiarity effect, whereas the second experiment addressed also the taste perception of yogurts with differing brand symbolism amongst food consumers with distinct value orientations to find support for the (in)congruity effects. This research implies that congruity is not responsible for enhancing consumers' taste perception beyond the level that is produced by the brand familiarity. In contrast, the incongruity effect appears capable of neutralising the brand familiarity effect. Therefore, these two explanations may operate independently. More generally, this study speaks for the importance of incorporating consumer value – brand symbolism incongruity mechanism into food consumption studies; even owners' of strong food brands cannot trust the ability of their brands to boost a consumer's taste experience if there is no correspondence between his or her central values and brand symbolism. Thus, an objectively better taste is not necessarily decisive; satisfactory sensory quality can suffice if it is coupled with imaginative and daring brand marketing that delivers unique emotional and functional benefits for well‐defined food consumer target segments. Copyright © 2011 John Wiley & Sons, Ltd.     

Comment and further discussion “spontaneous alternation and pattern of reinforcement”

The aim of this experiment was to replicate the phenomenon reported by Still that the spontaneous alternation of non-rewarded rats declines faster over repeated testing than that of rewarded rats. The present experiment failed to find such an effect. It is suggested that on the basis of these experiments, it would be unwise to attribute any effect on spontaneous alternation behaviour with repeated testing to the rewarding or non-rewarding of rats.     

The Effect of Ad Skepticism and Celebrity Preference on Brand Attitude Change in Celebrity-Endorsed Advertising

The use of a celebrity endorser who is well recognized and favorably evaluated by the target viewers is a common strategy used by advertisers to increase the persuasiveness of an advertisement. Yet, at the same time, being skeptical of the claim being made by the celebrity endorser is the typical response of the viewers to such persuasion attempts. The present research examines how these effects potentially counterbalance each other as viewers evaluate the advertised brand in a low-involvement setting. The results show that the degree of ad skepticism and the relative allocation of attentional resources to celebrity and brand elements in advertisements determine how preference for a celebrity endorser is transferred to the advertised brand. The findings provide a more complete understanding of the psychological mechanisms by which celebrity preference influences brand attitude change than has previously been available. They indicate that ad skepticism may be the missing link in understanding the effectiveness of celebrity-endorsed advertising.     

The Continuum of “Survivorship”: Definitional Issues in the Aftermath of Suicide

In light of prevailing confusion over the meaning of the term “suicide survivor,” we propose a more exact terminology for designating different levels of impact on those left behind by suicide, ranging on a continuum from those exposed to suicide through those who are affected by it and finally to those who are bereaved by suicide in the short‐ or long‐term, as a function of their loss of a close emotional attachment through this tragic form of loss. We briefly note the possible utility of this terminological specificity in promoting more clearly targeted research and intervention efforts, and call for closer investigation of various categories of “survivorship” in future studies.     

“Adaptation and repulsion in the figural after-effect” and the psychophysical theory

Data recently presented by Wilson (1965) seem to demonstrate the separate effects of adaptation and of after-effect repulsion during and following continued observation of a curved line. Inasmuch as the experiment was performed without apparent reference to the psychophysical theory of figural after-effects (Taylor, 1962), it is interesting to note that the results on adaptation agree qualitatively with one of the major presuppositions of the theory, and the results on repulsion agree quantitatively with its predictions.     

The hybrid split ad technique and onsite rewards

With a ‘split ad’, information is presented as two distinct parts, such as when two short commercials for a given brand are separated by other television content. Two studies are presented in this paper which demonstrate the advantages of an emerging form of the split ad strategy, which is termed the ‘hybrid split ad’ technique. Using this approach, a message typically begins in a traditional medium and then concludes at a website. In Experiment 1, the hybrid split ad technique is shown to enhance attitudes towards an advertised product by increasing the perceived importance of favourable attributes provided at the website. Experiment 2 replicates this finding and also addresses an issue of managerial importance, namely, how to motivate consumers to pursue the second (web‐based) portion of the ad. Offering consumers an incentive at the website is useful in this regard, provided that the incentive is small enough not to undermine the positive effects of the hybrid split ad.     

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。     

Guilty,But Not Ashamed: “True” Self‐Conceptions Influence Affective Responses to Personal Shortcomings

The current research examined how true self‐conceptions (who a person believes he or she truly is) influence negative self‐relevant emotions in response to shortcomings. In Study 1 (N = 83), an Internet sample of adults completed a measure of authenticity, reflected on a shortcoming or positive life event, and completed state shame and guilt measures. In Study 2 (N = 49), undergraduates focused on true versus other determined self‐attributes, received negative performance feedback, and completed state shame and guilt measures. In Study 3 (N = 138), undergraduates focused on self‐determined versus other determined self‐aspects, reflected on a shortcoming or neutral event, and completed state shame, guilt, and self‐esteem measures. In Study 4 (N = 75), undergraduates thought about true self‐attributes, an achievement, or an ordinary event; received positive or negative performance feedback; and completed state shame and guilt measures. In Study 1, differences in true self‐expression positively predicted shame‐free guilt (but not guilt‐free shame) following reminders of a shortcoming. Studies 2–4 found that experimental activation of true self‐conceptions increased shame‐free guilt and generally decreased guilt‐free shame in response to negative evaluative experiences. The findings offer novel insights into true self‐conceptions by revealing their impact on negative self‐conscious emotions.     

The “Islamized Stranger”: On “Chronic” Versus “Contextual” Salience in the Measurement of Anti‐Muslim Prejudice

There is an ongoing debate whether anti‐Muslim prejudice in Western countries is more widespread than prejudice towards other ethno‐cultural groups or general ethnic prejudice. Previous research used different methodologies and yielded contradictory results. In this article, we combine a population‐based split‐sample survey experiment (N = 1,323), where half of the respondents judged items about Muslims and the other half statements about strangers, with an open question probing which groups respondents thought of when thinking about “strangers.” We furthermore extend previous research by not only focusing on general ethnic prejudice, but to differentiate between perceived trustworthiness, economic, cultural, and security threat. Our results strongly support the idea that the difference between the “chronic” and “contextual” salience of the target of prejudice should be taken into account.     

Consumers’ Responses to Negative Word‐of‐Mouth Communication: An Attribution Theory Perspective

Research on negative word‐of‐mouth communication (WOMC) in general, and the process by which negative WOMC affects consumers’ brand evaluations in particular, has been limited. This study uses attribution theory to explain consumers’ responses to negative WOMC. Experimental results suggest that (a) causal attributions mediate the negative WOMC‐brand evaluation relation, (b) receivers’ attributions depend on the manner in which the negative WOMC is conveyed, and (c) brand name affects attributions. Results also suggest that when receivers attribute the negativity of the WOMC message to the brand, brand evaluations decrease; however, if receivers attribute the negativity to the communicator, brand evaluations increase.     

The “Flash” System: A Field Study of Altruism1

This study evaluated the effectiveness of an experimental automated highway-help system for stranded motorists (the Flash system). Direct and indirect helping behavior rates as a function of the race and sex of supposedly stranded drivers on the Flash-equipped highway were compared to helping rates on a comparable, non-Flash-equipped highway. The results indicated that the automated system produced (a) higher overall helping rates and (b) higher helping rates for white persons, with type of help (direct or indirect) interacting with confederate sex.     

Post‐purchase disadvantages of a less preferred brand and how they can be overcome: an examination of regret and attribution

This research examines the post‐purchase experience after choosing the most preferred brand versus a less preferred brand. When they experience positive product outcomes, those who chose their most preferred brand tend to give credit to the brand, whereas those who chose a less preferred brand attribute it to their smart choice. In contrast, with negative outcomes, those with the most preferred brand place the blame on themselves, whereas those with a less preferred brand blame the brand. Nevertheless, a silver lining emerges when brand attribution and satisfaction increase to the level of the most preferred brand after two consecutive positive experiences with a less preferred brand. Repeated positive experience could turn people's attention to more on good product quality of a less preferred brand than on cheaper price.     

“Ghosts in the Nursery:” Infant sleep and sleep‐related cognitions of parents raised under communal sleeping arrangements

In an experiment of nature, a normal cohort of parents who were raised under communal sleeping arrangements (CSA) in Israeli kibbutzim are raising their infants at home under home‐based family sleeping arrangements. The present study focused on exploring the links between the early sleep experiences of CSA parents and their present sleep‐related beliefs and behaviors. In particular, the study assessed whether the cognitions of CSA parents regarding infant sleep differ from cognitions of parents who were raised under home‐based family sleeping arrangements. Furthermore, parental soothing methods and infant sleep patterns were compared. One hundred forty‐one families participated in this study. The children's ages ranged between 4.5 to 30 months. Parental cognitions were evaluated by two questionnaires. Infant sleep was assessed by a questionnaire and by daily parental reports. As expected, CSA parents were more likely than were control parents to: (a) interpret infant night wakings as a sign of distress and (b) actively soothe their infants at bedtime, co‐sleep with them, and report more night wakings of their infants. These findings support the hypothesis that early childhood sleep‐related experiences of parents (“Ghosts in the Nursery”) influence their parental sleep‐related cognitions that in turn affect infant sleep patterns.     

The Struggle for the Nature of “Prejudice”: “Prejudice” Expression as Identity Performance

This article develops an identity performance model of prejudice that highlights the creative influence of prejudice expressions on norms and situations. Definitions of prejudice can promote social change or stability when they are used to achieve social identification, explanation, and mobilization. Tacit or explicit agreement about the nature of prejudice is accomplished collaboratively by persuading others to accept (1) an abstract definition of “prejudice,” (2) concrete exemplars of “prejudice,” and (3) associated beliefs about how a target group should be treated. This article reviews three ways in which “prejudice” can be defined in the cut and thrust of social interaction, namely, by mobilizing hatred and violence, by accusation and denial, and by repression. The struggle for the nature of prejudice determines who can be badly treated and by whom. Studying such ordinary struggles to define what counts (and does not count) as “prejudice” will allow us to understand how identities are produced, norms are set into motion, and populations are mobilized as social relations are reformulated.