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.     

Model's Race: A Peripheral Cue in Advertising Messages?

Based on the Elaboration Likelihood Model and Social Categorization Theory, an experiment examined minority viewers' use of racial cues on exposure to product advertising. A total of 160 Black adults from a southeastern city rated a garment bag advertisement that featured either a White or a Black model and contained either strong or weak message arguments. Consistent with both theoretical notions, product and advertising evaluations were more favorable given a Black than a White model, but only for Black participants who identify strongly with Black culture. Blacks who identify weakly with Black culture evaluated the product and advertisement similarly given a White or a Black model. The results also showed that the Black model's race motivated Blacks, particularly those with strong racial attitudes, to process the message in a biased manner. In particular, the Black (versus White) model's race positively influenced the Black participants' thoughts about the product, which in turn yielded more favorable product evaluations. The findings suggest that Blacks appear to engage in biased processing (and not simple cue processing) when exposed to Black models in advertising messages.     

An fMRI study of advertising appeals and their relationship to product attractiveness and buying intentions

This study examines the effects of various visual apparel advertisements on consumers' brain activation during exposure to different types of advertising appeals (i.e., celebrity, non‐celebrity, and rational). The influence on consumer perceptions of products and their subsequent buying intentions are also measured. A repeated measures experimental design was employed, and the total of 27 right‐handed female subjects participated in the study. The results of the quantitative data showed significant differences in perceived product attractiveness for each of the three types of advertising appeals, but not in buying intentions. Regarding the fMRI results, our findings support the notion that celebrity advertising appeals are associated with heightened brain activation of memory‐related/retrieval regions, reflecting how consumers remember the ad and are influenced by the attractiveness of the source. Non‐celebrity advertising appeals were more closely associated with brain activation of regions thought to mediate self‐reflection and also engaging executive functions. For rational advertising appeals, our findings showed significant activation in brain areas associated with logical evaluative decision making reflecting more logical processing value assessments and reward potential. Therefore, retailers/marketers must be particularly mindful to match the appropriate advertising appeal to the specific purpose of the advertisement. This study also provides brain‐based insight into the effectiveness of different types of advertising appeals and whether or not they have the desired impact on the consumer. Copyright © 2016 John Wiley & Sons, Ltd.     

Creating Nostalgic Advertising Based on the Reminiscence Bump: Diachronic Relevance and Purchase Intent

Nostalgic advertising uses images relevant to past periods in individuals' lives to market products. The current study examines the reminiscence bump in a new context: reactions to nostalgic advertising. We examine diachronic relevance and its influence on purchase intent using a 3 (time frame: bump advertisements, non‐bump past advertisements, present‐focused advertisements) × 2 (age group: Generation X, late‐stage baby boomers) between‐subject design. Results show that advertisements for a fictional camera brand (i.e., Optimax) that focus on a bump year (i.e., 15–24 years) have more diachronic relevance than advertisements from either a non‐bump past year or present‐focused advertisements. In addition, advertisements focused on bump years elicit greater intent to purchase the advertised product than non‐bump past and present‐focused advertisements. Analyses show that intent to purchase the product is fully mediated by diachronic relevance of the bump‐year advertisement. These effects hold across both age groups.Copyright © 2016 John Wiley & Sons, Ltd.     

On the Risks of Recycling Because of Guilt: An Examination of the Consequences of Introjection1

The present study sought to examine the influence of introjected beliefs on individuals’ vulnerability to counterattitudinal arguments. University students’ reasons for engaging in proenvironmental behaviors were assessed prior to their reading excerpts from a counterattitudinal article. The excerpts were written by a personally attractive or unattractive author and contained either weak or strong arguments against recycling. Our results show that individuals who were highly introjected about recycling (e.g., “I recycle because I would feel guilty if I didn't”) were influenced by the personal attractiveness of the source but not by the strength of the specific arguments. Specifically, a thought‐listing procedure revealed that introjection was associated with generating more favorable thoughts and fewer counterarguments about the anti‐recycling message when the author was personally attractive than when he was unattractive.     

Regulatory Framing and Collective Action: The Interplay of Individual Self‐Regulation and Group Behavior

Two studies examined the relations between regulatory focus and collective action. In Study 1, undergraduate women expressed stronger action intentions when they were primed to consider prevention (ought‐self) self‐discrepancies than promotion (ideal‐self) self‐discrepancies, suggesting that collective action is more likely to occur when individuals are prevention‐ rather than promotion‐focused. In Study 2, however, prevention‐focused women expressed stronger action intentions in response to security framing, whereas promotion‐focused women expressed stronger action intentions in response to achievement framing. This suggests that the relative disinterest in collective action among promotion‐focused individuals can be overcome with the appropriate promotion‐focused framing. Implications for analyses of both collective action and regulatory focus are discussed.     

How to work out and avoid procrastination: The role of goal focus

This 8-week longitudinal experience sampling study with N = 346 participants (n = 242 completers) of a high-intensity interval training program explored how goal focus (i.e., a focus on the process vs. outcome of goal pursuit) is related to procrastination and successful goal pursuit. Specifically, the study investigated the association between goal focus and participants' adherence to their workout plans (i.e., procrastination), their immediate experience during the workout (e.g., pleasantness), and their intentions to work out when they were procrastinating. Moreover, the study examined how process and outcome focus are linked to overall goal achievement, workout satisfaction, and objective fitness gains. Converging with previous research, results suggest that adopting a process focus is adaptive. In addition, the analyses revealed some positive relationships between outcome focus and immediate indicators of successful goal pursuit. However, in contrast to process focus, outcome focus was not related to the overall measures and even seemed maladaptive once people were procrastinating.     

Low‐price guarantees as advertisement strategy and compensation policy: The more,the better?

Companies sometimes employ a “lowest price or more than the difference back” policy (i.e., a price‐beating guarantee). We investigated whether such a policy is more effective to attract and retain customers than when the exact price difference is promised (i.e., a price‐matching guarantee). The first study revealed that about 60% of the marketers and shop owners in our sample thought that beating price differences is a more effective strategy than matching price differences. However, the four subsequent studies challenged this assumption. Specifically, the advertisement as well as the provision of price‐beating refunds did not have an incremental positive effect on customers' general attitudes in terms of trust, brand perception, loyalty, and shopping intentions beyond the level that was already reached by price‐matching refunds. Moreover, our mediation analyses revealed that the null effect of price‐matching versus price‐beating was mediated by fairness perceptions. From a theoretical perspective, these results are in line with a fairness account, which holds that people do not only evaluate the economic value of an outcome, but also take equality considerations into account. Because price‐beating is literally more expensive than price‐matching, from a practical point of view, companies should be informed that the employment of a price‐beating guarantee is a cost‐ineffective advertisement strategy and compensation policy.     

A Goal‐Activation Framework of True and False Intentions

We propose a novel cognitive framework to distinguish between statements of true and false intent based on research on goal‐directed behaviour. A true intention comes with a commitment to carry out the stated intention. This commitment activates the behavioural goal of a true intention. In contrast, a false intention does not come with a commitment to carry out the stated intention. Hence, the behavioural goal of a stated false intention should be inactive. Active goals have profound and predictable influences on human behaviour. For instance, active goals influence planning, future thought and evaluations. Such influences are functional—they aid in goal attainment. Insofar as true intentions activate goals, but false intentions do not, the expected influences of active goals should be weaker or non‐existent for those stating a false intention. The framework parsimoniously accounts for previous intention‐focused deception studies while generating new directions for future research.Copyright © 2017 John Wiley & Sons, Ltd.     

The antecedents and belief-polarized effects of thought confidence

This article investigates 2 possible antecedents of thought confidence and explores the effects of confidence induced before or during ad exposure. The results of the experiments indicate that both consumers' dispositional optimism and spokesperson attractiveness have significant effects on consumers' confidence in thoughts that are generated after viewing the advertisement. Higher levels of thought confidence will influence the quality of the thoughts that people generate, lead to either positively or negatively polarized message processing, and therefore induce better or worse advertising effectiveness, depending on the valence of thoughts. The authors posit the belief-polarization hypothesis to explain these findings.     

On the Perils of Glorifying the In‐group: Intergroup Violence,In‐group Glorification,and Moral Disengagement

The moral disengagement strategies that individuals use when appraising misdeeds committed by their in‐groups (e.g., nations) are discussed, with a particular focus on the process of dehumanization of the victims. The glorification of the in‐group is identified as a main determinant of the use of such strategies, which, in turn, affect behavioral intentions related to punishment of perpetrators and reparations to victims. It is further discussed whether such moral disengagement strategies are prompted by a need to prevent the emergence or diminish the impact of negative emotions (such as shame and guilt) that are likely to be experienced by the individuals because of their connection with the in‐group. Possible policy implications of this analysis are suggested.     

Predicting Exercise and Health Behavioral Intentions: Attitudes,Subjective Norms,and Other Behavioral Determinants1

By comparing exercise and health domains, the current experiment extends recent findings that within‐participant analyses of attitudes and subjective norms predict behavioral intentions well (Finlay, Trafimow, & Moroi, 1999). Within‐participant analyses show that health behaviors are particularly likely to be influenced by subjective norms, and those that are relatively normatively influenced are intended to be performed more than those that are not. However, neither was true of exercise behaviors. Additionally, other potential predictors for exercise (e.g., indirect attitudinal measures and goal‐oriented attitudes and intentions) correlated more strongly with exercise behavioral intentions than did general health attitudes and intentions.     

Young children's ability to recognize advertisements in web page designs

Identifying what is, and what is not an advertisement is the first step in realizing that an advertisement is a marketing message. Children can distinguish television advertisements from programmes by about 5 years of age. Although previous researchers have investigated television advertising, little attention has been given to advertisements in other media, even though other media, especially the Internet, have become important channels of marketing to children. We showed children printed copies of invented web pages that included advertisements, half of which had price information, and asked the children to point to whatever they thought was an advertisement. In two experiments we tested a total of 401 children, aged 6, 8, 10 and 12 years of age, from the United Kingdom and Indonesia. Six‐year‐olds recognized a quarter of the advertisements, 8‐year‐olds recognized half the advertisements, and the 10‐ and 12‐year‐olds recognized about three‐quarters. Only the 10‐ and 12‐year‐olds were more likely to identify an advertisement when it included a price. We contrast our findings with previous results about the identification of television advertising, and discuss why children were poorer at recognizing web page advertisements. The performance of the children has implications for theories about how children develop an understanding of advertising.     

Relationships Between Treatment Attitudes,Psychological Symptoms,Emotional Competence,and Help‐Seeking Intentions

The authors examined whether emotional competence (i.e., awareness, coping strategies) predicted help‐seeking intentions above and beyond previously identified factors (i.e., attitudes and perceived stigma toward professional help, psychological symptom severity) in an undergraduate sample (N = 531). Emotional awareness predicted help‐seeking intentions for personal/emotional problems and suicidal thoughts. Emotional coping strategies predicted help‐seeking intentions for suicidal thoughts and moderated the relationship between symptom severity and help‐seeking intentions for suicidal thoughts. Efforts to increase help‐seeking should address students' emotional competence.     

Your ethnic model speaks to the culturally connected: Differential effects of model ethnicity in advertisements and the role of cultural self‐construal

This paper examines self‐construal and consumer self‐referencing as a mechanism for explaining ethnicity effects in advertising. Data were collected from a 2 (participant ethnicity: Turkish versus Kurdish) × 2 (model ethnicity: Turkish versus Kurdish) × 2 (self‐construal: independent versus interdependent) experiment. Results show that (i) individuals with interdependent self‐construal display more positive evaluations towards an in‐group ethnic ad model than do individuals with independent self‐construal; (ii) ethnic minority individuals (Kurdish people) self‐referenced more advertising portrayals of models of a similar ethnicity than models of a different ethnicity, as did ethnic majority individuals (Turkish people); (iii) ethnic minority individuals who experienced high levels of self‐referencing exhibited more favourable attitude towards the advertisement, attitude towards the brand and a higher purchase intention than ethnic minority individuals who experienced low levels of self‐referencing; and (iv) self‐referencing is found to partially mediate the relationship between culturally constructed self‐concept (self‐construal) and ethnicity on consumer evaluations for interdependent subjects. Theoretical and practical implications are discussed. Copyright © 2015 John Wiley & Sons, Ltd.     

Exploring the effect of regulatory focus on ad attitudes: the moderating roles of message sidedness and argument quality

This research explores the interaction effects of message sidedness and argument quality of ads on how either promotion‐focused or prevention‐focused individuals engender their ad attitudes. Two hundred and forty undergraduates were randomly assigned to a 2 (regulatory focus: prevention‐focus/promotion‐focus) × 2 (message sidedness: one‐sided messages/two‐sided messages) × 2 (argument quality (AQ): weak/strong) between‐subjects design. Results indicate that promotion‐focused individuals tend to engender more favourable attitudes to weak AQ ads than strong AQ ads, whereas prevention‐focused individuals tend to engender more favourable attitudes to strong AQ ads than weak AQ ads. In addition, results indicate more favourable attitudes for one‐sided messages over two‐sided messages for promotion‐focused individuals, as well as more favourable attitudes for two‐sided messages over one‐sided messages for prevention‐focused individuals. Furthermore, one‐sided messages result in more favourable ad attitudes when linked with weak AQ for promotion‐focused individuals; in contrast, two‐sided messages elicit more favourable ad attitudes when linked with strong AQ for prevention‐focused individuals. Results suggest that message sidedness and argument quality are closely related to regulatory focus, which has a direct impact on ad attitudes. Practical implications, theoretical contributions, limitations and directions for future research are discussed.     

Implementation intentions and shielding goal striving from unwanted thoughts and feelings

Forming an implementation intention or "if-then plan" promotes the attainment of different types of goals (Gollwitzer, 1999; Gollwitzer & Sheeran, 2006). So far, research on implementation intentions has focused on the initiation of goal striving, whereas the issue of shielding of ongoing goal striving has been largely neglected. In two field experiments concerned with dieting (Study 1) and athletic goals (Study 2), goal shielding was supported by implementation intentions geared at controlling potentially interfering inner states (i.e., cravings for junk food in Study 1, and disruptive thoughts, feelings, and physiological states in Study 2). In both experiments, forming if-then plans enhanced the rate of goal attainment. Thus, implementation intention formation can be used to promote the realization of desired outcomes not only by facilitating getting started with goal striving but also by preventing goal striving from straying off course.     

The Influence of Outcome Expectancy and Self-Efficacy on the Behavioral Intentions of Novice Exercisers

The present study was based upon self-efficacy (SE) theory (Bandura, 1986). Its purpose was to examine whether incentives, defined as the product of outcome expectancy and outcome value, would help to predict the behavioral intentions of novice exercisers when coupled with SE expectations for a specific form of exercise. Fifty- three volunteers who were novices at weight training for exercise, participated in a 2-day learn-to-weight-train clinic offered at a university. They completed pre- and postclinic measures of SE for weight training, expectancy-value ratings of outcomes primary and secondary to 1 month's weight-training participation, and a strength- of-intention measure of multiple actions consequent to clinic participation. Results indicated that primary physical health outcomes expected of postclinic participation independently predicted the variability in pre- and postclinic future intentions beyond the variance predicted by SE. Further, incentives and SE clearly discriminated between individuals extreme in the strength of their intentions at pre- and postclinic. Discussion concerns the inclusion of measures of incentive in studies using self-efficacy theory in order to examine individuals who begin exercise and then move through various decision stages about exercise adoption and maintenance. Rather than merely assuming the influence of incentives necessary and sufficient to encourage a cognitive or behavioral impact of efficacy, arguments are made for actively examining incentive as manifested through outcome expectations.     

The Effect of Mental Simulation (Process‐ Versus Outcome‐Focus) on Extension Evaluation:A Bipolarized Fit Perception

The present research investigates perceived fit effects according to the focus that consumers place when evaluating brand extensions. Process‐focus encourages consumers to focus their thoughts on the process of reaching an outcome, thereby affecting extension evaluations on the basis of the process similarity between the original brand and its extensions. Conversely, outcome‐focus encourages consumers to focus their thoughts on the final outcome, thereby affecting extension evaluations on the basis of the final outcome similarity between the original brand and its extensions. With this conceptual framework, the present research demonstrated that for the process‐focus condition, the extension was evaluated more favorably when the similarity between the process of the original brand and the process of its extension was present (Study 1). By contrast, for the outcome‐focus condition, the extension was evaluated more favorably when the similarity between the final outcome of the original brand and the final outcome of its extension was present (Study 2).     

Implementation intentions do not enhance all types of goals: The moderating role of goal difficulty

Three studies tested whether Gollwitzer and Brandst?tter’s (1997) failure to find an implementation effect for easy goals was due to a ceiling effect, to the moderating effect of previously formed habits, or to a moderating effect of earlier implementation intentions. The studies strongly indicated that easy goals did benefit from forming implementation intentions (i.e., specifying where or when one would perform the action). This suggests that Gollwitzer and Brandst?tter’s failure to find significant implementation effects for easy goals was due to a ceiling effect and not to other moderating effects. However, in the three experiments, we found no positive effect of implementation intentions for the enactment of goal-related behavior corresponding to a certain type of difficult goal. More specifically, when the focus was on the outcome of goal-directed action rather than on the goal-directed actions themselves, implementation intentions specifying when or in what conditions the relevant actions were to be performed did not enhance enactment. When the focus was on the goal-directed actions, we replicated the positive effect of forming implementation intentions. We argue that specifying when or where a goal-directed action should be enacted does not enhance enactment when the actor is not aware of the actions that are required to reach the goal. Possibly, implementation intentions specifying what one should do (rather than where or when) might be more helpful to enhance enactment rates of this type of goal.