品牌延伸条件下的广告说服——双中介影响模型的拓展

采用实验调查和认知编码的方法,探讨消费者的广告前后品牌态度,品牌认知反应、广告认知反应、广告态度和购买意向之间的关系。结果表明：（1）广告前的品牌态度对广告认知反应、品牌认知反应和广告后的品牌态度有影响;（2）广告认知反应直接影响广告态度,但不直接影响品牌认知反应;（3）消费者的广告态度不但直接影响品牌认知反应和广告后的品牌态度,还直接影响购买意向。这说明在品牌延伸条件下,广告态度的双中介影响模型需要修正     

The Effect of Comparative Advertising on Consumer Perceptions: Similarity or Differentiation?

Purpose  

Comparative advertising is seen as an effective means of conveying the differentiating advantages of a brand. Nevertheless, several studies show that a primary effect of comparative advertising is to lead consumers to associate the advertised brand with the competitor brand identified within the ad: it seems that comparison generates perceived similarity among brands instead of differentiation, per se. In order to clarify the issue, the aim of the research is to investigate the relative effectiveness of comparative and non-comparative advertising in communicating the differentiating attributes of a brand.     

Conceptual Implicit Memory in Advertising Research

A growing body of research examines the effect of advertising on implicit (unconscious or unintentional) forms of memory, in contrast with typical advertising research focusing on explicit (conscious or recollective) measures. This research primarily examines perceptual implicit memory, but conceptual implicit tests also have clear relevance for advertising research. The present experiments use a conceptual implicit test to determine if conceptual priming is obtained with brand materials and to assess the degree of explicit contamination (using a post‐test awareness questionnaire). The experiments first demonstrated that awareness is a threat to conceptual implicit measures within the advertising context. Steps were taken to reduce awareness, which were successful. Results suggest that brands can be conceptually primed when presented as text or as images but that awareness has to be accounted for as aware participants did show significantly more priming than those who were unaware (Experiment 3). Copyright © 2012 John Wiley & Sons, Ltd.     

The impact of training sequence and between-category similarity on unsupervised induction

Studies of supervised categorization often show better learning when examples are presented in random alternation rather than massed by category, but such interleaving impairs learning in unsupervised tasks. The exemplar comparison hypothesis explains this result by assuming that people in unsupervised tasks discover generalizations about categories by comparing individual examples, and that interleaving increases the difficulty of such within-category comparisons. The category invention hypothesis explains the interleaving effect by assuming that people are more likely to merge or aggregate potentially separable categories when they are interleaved, and this initial failure to recognize separate categories then acts as an effective barrier to further learning. The present experiments show that the interleaving effect depends on the similarity or alignability of the presented categories. This result provides evidence in favour of the category invention hypothesis, which expects that highly dissimilar (nonalignable) categories will resist aggregation and hence will not be affected by interleaving. The nonmonotonic pattern of learning, and the interaction between sequence and similarity, observed in the alignable conditions of Experiment 3 were also consistent with category invention, but not with exemplar comparison. Implications are discussed for real-world learning, especially the relationship between exposure and learning and between supervised and unsupervised learning.     

The mediating role of advertising literacy and the moderating influence of parental mediation on how children of different ages react to brand placements

This study investigates the role of advertising literacy in how children of different ages respond to brand placement and how parental advertising mediation strategies can attenuate advertising effects. The results of a cross‐sectional study among 180 children under 12 and their parents show that older children (10 to 11 years) are better able to detect the commercial intent and the source of brand placement compared to the younger children (7 to 8 years). However, parental advertising mediation appears to increase (instead of decrease) brand attitudes for the younger children, whereas it has no significant effect on brand attitudes of the older children. Practical implications of the study are discussed.     

广告干预对消费者品牌态度和信任的影响

为了探讨广告干预对危机品牌的消费者品牌态度和信任的影响,采用实验组与控制组对照的前测后测设计,其中实验组采用2×2因素型被试间实验设计。结果表明:广告干预对被试的内隐品牌态度发生了一定程度的影响,对被试的外显品牌态度和品牌信任则发生了很大程度的影响;高渗透广告相较于低渗透广告能驱使消费者对危机品牌产生更为正向的外显品牌态度;理性诉求广告相较于感性诉求广告能驱使消费者对危机品牌产生更为正向的外显品牌态度;广告的渗透程度和诉求方式对内隐品牌态度的影响存在交互作用;品牌信任受双重态度驱动。     

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.     

Employing autobiographical memory perspective to influence self‐congruence and brand preference

This paper advances our understanding of consumer behavior by examining the influence of autobiographical memory perspective on consumer's self‐congruence. While extant research has primarily restricted itself to the consequences of self‐congruence, this work focuses on an antecedent, by examining the psychological processes associated with the consumer's autobiographical memory perspective and the resulting impact on self‐congruence. Through three experiments, we demonstrate that visualizing autobiographical memories from a first‐person versus a third‐person perspective impacts consumers' self‐brand congruence differently under varied circumstances. Specifically, differing degrees of self‐brand congruence are experienced when consumers focus on differences (vs. similarities) between their present and recalled selves, combined with distinct autobiographical memory perspectives. The autobiographical memory perspective is identified as a key determinant of consumers' perceived change in self‐image, which, in turn, has a cascading effect on their self‐brand congruence. Thus, consumers' perceived change in self‐image is identified as the mechanism underlying the main effect. Furthermore, as an important component of self‐image, this research determines and examines a moderating influence of self‐esteem in the relationship between autobiographical memory perspective and self‐congruence. Collectively, these results facilitate our understanding of the autobiographical memory perspective as an antecedent of consumer's self‐congruence, with implications for nostalgia advertising and retro branding.     

The Role of Brand Familiarity in Internal Reference Price Formation: An Accessibility-Diagnosticity Perspective

Very little research focused on the process by which internal reference prices are formed and used by consumers making price judgments. The accessibility-diagnosticity model is proposed as a parsimonious theoretical framework that resolves some conflicts in prior research and provides a foundation for future research on internal reference prices. This model is used to evaluate the role of brand familiarity and involvement on the formation and use of internal reference price standards. Empirical results show that (1) involvement is a better predictor of confidence in internal reference prices than brand familiarity, and (2) in forming internal reference price estimates, the offering price is discounted more for unfamiliar brands than familiar brands, but only when involvement is low. When involvement is high, the effect of brand familiarity on reference price estimates disappears. Implications for future research on internal reference price effects and for promotion practice are discussed.     

Adolescents and handheld advertising: The roles of brand familiarity and smartphone attachment in the processing of mobile advergames

Many adolescents are inseparable from their smartphones on which they are often confronted with covert advertising‐like mobile advergames. This study explores the roles of brand familiarity and smartphone attachment in adolescents’ abilities to recognize the commercial intent of advergames. Moreover, it considers the potential indirect effects of brand familiarity and smartphone attachment on the susceptibility of young consumers to mobile advergames. An experiment (N = 98) was conducted, which showed that brand familiarity moderates the effect of playing advergames on the recognition of the commercial intent of advergames. Furthermore, smartphone attachment was found to facilitate the recognition of the commercial intent of advergames, such that adolescents who experienced higher levels of smartphone attachment (when compared to lower levels) were better able to differentiate between advergames and non‐commercial games (games without advertising). Interestingly, no association between smartphone attachment and brand responses were found—suggesting that smartphone attachment did not affect adolescents’ compliance with the advertised message.     

The Diagnosticity of Advertising Generated Brand Attitudes in Brand Choice Contexts

Advertising theory tends to presume, sometimes implicitly, that advertising mediates brand choice through its effect on brand attitudes. This article addresses the limitation of using brand attitude measures at or near the time of advertising exposure to predict the relative ability of a set of alternative advertising message appeals to directly influence brand‐choice decisions. The results suggest that the ability of advertising‐generated brand attitudes to predict advertising effects on brand choice declines when (a) consumers’ motivation to deliberate is greater at the time of brand choice than at the time of attitude formation, (b) the message appeal of the brand assigned the most favorable attitude rating is not accessible, not perceived to be at least as diagnostic as competitor appeals, or both, and (c) attitude differences among brand alternatives are small.     

The persuasive effects of character presence and product type on responses to advergames

Abstract The use of online video games as an advertising channel has become an integrated part of branding for many marketers in an increasingly fractured media environment. The primary question motivating this research is whether the use of an animated spokes-character embedded in online game affects the persuasiveness of advertising. Specifically, this study looks at how product types moderate the magnitude of such effects. The results show a significant interaction effect between character presence and product type on both brand attitude and purchase intention. The effects of an animated spokes-character on brand evaluation and purchase intention were more pronounced for utilitarian products than for hedonic products.     

When communication challenges brand associations: a framework for understanding consumer responses to brand image incongruity

• In this conceptual paper, the authors review literature on how consumers react when a piece of brand communication is incongruent with established brand associations. Although brand experts typically criticize such brand image incongruity, it is a fact that companies do communicate in a way that challenges existing associations, for example in advertising or when launching brand extensions. The article integrates previous work—which has been scattered across several poorly connected domains—into a coherent framework. The authors propose effects of brand image incongruity on consumers' processing and evaluation. They also identify marketing implications and avenues for future research. The propositions imply opportunities for brand management, thus suggesting the need for a balanced view on brand image incongruity.

Copyright © 2006 John Wiley & Sons, Ltd.     

Exploring Differences in Attitudes Between Light and Heavy Brand Users

Prior research on attitude has suggested that examining differences in attitudinal dimensions between known groups is a fruitful area of inquiry. In this research, we examine differences in attitudinal dimensions between heavy and light users of a brand. In the first, exploratory study, we find that brand‐name accessibility is linked with feelings about the brand for heavy users, and with thoughts about the brand for light users. In a second, follow‐up study, we show that advertising messages that are feelings based are more likely to enhance brand‐name accessibility for heavy users than messages that are attribute based.     

Humour in advertising: An associative processing model

This chapter reviews a research programme on the effects of humour in advertising on positive and negative brand associations and brand choice, and integrates the findings into a single overarching model. Based on the Associative and Propositional Processes Model of Evaluation (Gawronski & Bodenhausen, 2006, 2007, 2011), we propose that repeated pairings of a novel brand with brand-unrelated humour forms positive brand associations, which mediate spontaneous brand choice. This associative process was found to be independent from the level of distraction posed by humour and from awareness of the stimulus pairings. In fact the distraction posed by humour benefits persuasion by preventing negative brand associations. Previous marketing research, which mainly viewed humour as a cue in peripheral processing, was rather pessimistic about the persuasive impact of humour. In contrast, this research programme suggests that a repeated pairing of a brand with humour affects the brand’s underlying associative structure, which may lead to stable attitude changes that guide overt spontaneous brand choice. Theoretical and practical implications are discussed.     

强势品牌广告竞争的溢出效应

本研究探讨同一品类两个强势品牌广告竞争对弱势品牌产生的影响, 研究尝试将广告重复、广告长度作为操控广告竞争强度的具体手段, 运用感知到的广告竞争水平来表示广告竞争强度。研究结果表明, 同一品类两个品牌同时进行广告重复的水平不同, 可以导致被试感知到的广告竞争水平有显著差异, 广告重复次数越多, 被试感知到的广告竞争强度越高, 广告长度对感知到的广告竞争作用不显著。研究同时发现：随着两个强势品牌广告竞争强度的提高, 消费者对弱势品牌的品牌态度降低, 这表明强势品牌广告竞争对弱势品牌具有溢出效应。另外, 研究还发现产品涉入度和产品属性相似性对强势品牌广告竞争的溢出效应具有调节作用, 涉入度低的产品和属性相似性高的产品溢出效应更大。本研究丰富了溢出效应理论, 增加了溢出效应类别, 同时对同一品类内部的广告实践具有重要的指导意义。     

Reconsidering Advertising Literacy as a Defense Against Advertising Effects

It is widely assumed that advertising literacy makes children less susceptible to advertising effects. However, empirical research does not provide convincing evidence for this view. In this article, we explain why advertising literacy as it is currently defined (i.e., conceptual knowledge of advertising) is not effective in reducing children's advertising susceptibility. Specifically, based on recent insights on children's advertising processing, we argue that due to the affect-based nature of contemporary advertising, children primarily process advertising under conditions of low elaboration and, consequently, are unlikely to use their advertising knowledge as a critical defense. Moreover, literature on cognitive development suggests that children's ability to use advertising knowledge as a defense will be further limited by their immature executive functioning and emotion regulation abilities. Therefore, we argue that the current conceptualization of advertising literacy needs to be extended with two dimensions: advertising literacy performance, which takes into account the actual use of conceptual advertising knowledge, and attitudinal advertising literacy, which includes low-effort, attitudinal mechanisms that can function as a defense under conditions of low elaboration. We conclude our article with specific directions for future research and implications for the ongoing societal and political debate about children and advertising.     

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.     

Promoting a Brand's Emotion Benefits: The Influence of Emotion Categorization Processes on Consumer Evaluations

Research in psychology has demonstrated that people have a shared knowledge of emotion categories. Building on this research and our understanding of categorization processes, this article proposes a mechanism by which consumers utilize information about a brand's “emotion benefits” in forming attitudes. The results of 2 experimental studies show that (a) consumers’ processing of a brand's emotion benefit information is consistent with categorization processes such that emotion category congruity effects are large in basic—versus subordinate—level conditions, (b) associating a brand with certain emotions can influence brand and ad attitudes without necessarily eliciting emotions during exposure to advertising, (c) emotion category congruity “works” through attitude‐toward‐the‐ad and emotion benefit beliefs in influencing brand attitudes, and (d) subjective product category knowledge moderates the strength of these effects. Taken together, these results explicate the process by which a knowledge‐based consideration of a brand's emotional benefits can influence consumers’ beliefs about the brand and brand attitudes.