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.     

Putting your best pet forward: Language patterns of persuasion in online pet advertisements

This paper evaluates persuasion dynamics of animal adoption using text data from a large archive of online pet advertisements. In Study 1, 184,805 adoption profiles from Petfinder indicated how long a pet will remain online and unadopted. Consistent with evidence from related persuasion settings such as peer-to-peer lending, pets spent less time online if profile writers had an analytic thinking style and advertisements contained few peripheral processing cues such as social words. Study 2 (N = 676,004 adoption profiles) replicated Study 1 patterns and found that adopted pet profiles contained more markers of analytic thinking and fewer social words than unadopted pet profiles. In an experiment (Study 3, N = 987), participants read an adoption advertisement typical of adopted or unadopted pets. Participants self-reported that they would be more likely to adopt a pet and visit its shelter after reading a more analytic and less social adoption profile (indicators of adopted pets) than a less analytic and more social profile (indicators of unadopted pets). Finally, Study 4 (N = 3,245 Tweets) demonstrated that more analytic and less social word patterns relate to increased engagement online, such as likes and retweets. These data suggest pet adoption that begins online is a social and psychological process, enhanced by messages with markers of complex thinking and few humanizing references. Advances to persuasion theory are discussed, underscored by the implications for pet adoption and how language patterns in online advertisements can reflect influence at scale.     

Mitigating Psychological Reactance: The Role of Message‐Induced Empathy in Persuasion

This article examines the role of message‐induced state empathy in persuasion. Message‐induced empathy is conceptualized as a perception–action process that consists of affective, cognitive, and associative components. Twenty professionally produced public service announcements (PSAs) were used as stimuli messages in a 2 (high vs. low empathy) × 2 (antismoking vs. drunk driving) × 5 (messages) mixed‐design quasi‐experimental study. The 289 participants were randomly assigned to each cell and watched five PSAs presented in a random sequence. Results showed that state empathy has unique contribution to predicting persuasion outcomes above and beyond the individual's affective and cognitive responses to the messages. In addition, state empathy also has an indirect effect on persuasion via mitigating psychological reactance.     

Consumer responses to advertising on the Internet: the effect of individual difference on ambivalence and avoidance.

The purpose of this study was to understand the effect that individual characteristics have on consumer advertising processing under high- and low-interactivity circumstances on the Web. Tests on the relationship between individual differences and advertising responses form the basis of this empirical study on the Web. The results indicated that consumers have a higher tendency to avoid or experience ambivalence about Internet advertisements under low-interactivity circumstances, and attitudinal ambivalence lead to avoidance when responding to advertisements on the Internet. Personality variables are the main factors in consumer decision-making behaviors and Internet characteristics, such as levels of interactivity, can greatly influence the effectiveness of advertising in online environments. Advertising credibility could influence people's consumer attitudes, beliefs, or behaviors over time on the Web.     

The Influence of Spokesperson Trustworthiness on Message Elaboration,Attitude Strength,and Advertising Effectiveness

Recent research has shown that information presented by untrustworthy endorsers is likely to be thoughtfully elaborated, whereas information presented by trustworthy endorsers is likely to be unthinkingly accepted (Priester & Petty, 1995). Study 1 manipulated argument quality and assessed cognitive responses to demonstrate that this influence of trustworthiness on persuasion holds for familiar endorsers likely to be used in actual advertisements. Study 2 demonstrated that trustworthiness can be influenced by individuals endorsing too many products, with similar persuasion consequences (i.e., untrustworthy endorsers prompt greater scrutiny of product‐related attributes than trustworthy endorsers). Study 2 also found that the attitudes that resulted from an untrustworthy endorser came to mind faster, even when those attitudes were equivalently positive—thus demonstrating that elaboration can influence attitude accessibility. This research provides evidence that attitude extremity may not be a sufficient indicator of advertising effectiveness, in that equally extreme attitudes can vary as to the bases by which they were formed, their underlying strength, and their effectiveness. Further, this research provides theoretical and strategic insight into the use of trustworthy and untrustworthy endorsers.     

Patient preferences for physician persuasion strategies

This study investigated patient preferences for various types of physician persuasion strategies. Four types of persuasion strategies were utilized which involved combination of high and low levels of affectivity and information. In addition, patient variables, receiver apprehension and health beliefs were introduced to predict preference choices by patients. Results indicated that patients are influenced in their decision-making (preferences) by the type of persuasive strategy employed. Further, patients with different characteristics and predispositions prefer different persuasive strategies. The results of this study suggest that the success of physician persuasiveness is dependent upon the type of strategy used and the type of patient being persuaded.     

Note on guilt appeals in advertising: covariate effects of self-esteem and locus of control.

A 1991 study by Pinto and Priest demonstrated the effectiveness of advertisements employing moderate levels of guilt in inducing guilt responses in subjects. Because individuals' responses to guilt are often influenced by their specific personality characteristics, researchers have pointed to the potential moderating effects of individual difference variables such as level of self-esteem and locus of control on individuals' susceptibility to guilt appeals. A study was conducted to evaluate the possibility that self-esteem and locus of control can act as covariates across three treatment levels of guilt advertising. From a sample of 57 working mothers, advertisements stimulating medium and high levels of guilt elicited significantly greater feelings of guilt in subjects than the control advertisement stimulating low guilt. However, the relationship between susceptibility to guilt appeals and self-esteem and locus of control was not observed to covary.     

Children and television advertising: when do they understand persuasive intent?

Children's response to television advertising is investigated in this paper. Children aged between six and ten years were tested for their recall, recognition and understanding of novel television advertisements. Children were able to recognise scenes from the advertisements after one exposure but recall of the brand names was poor for the younger children, even after three exposures. Recall for the advertising content increased by age and number of exposures. None of the six‐year‐olds and only a quarter of the eight‐year‐olds and a third of the ten‐year‐olds discussed advertising in terms of persuasion. Therefore, although children remember television advertisements, their purpose is not fully understood, even by many ten‐year‐olds. Copyright © 2002 Henry Stewart Publications.     

An Analysis of the Portrayal of Gender Roles in Turkish Television Advertisements

The aim of this study was to examine gender role portrayals in Turkish television advertising. For this purpose, a content analysis of the advertisements that aired on the selected 6 television channels was carried out. Three hundred fourteen independent advertisements were coded according to general characteristics of the advertisements and demographic and attitudinal/behavioral characteristics of the primary figures. The data show significant gender differences in these 2 groups of variables. The findings are also compared with findings of other research conducted in different cultural settings.     

说服效应的理论模型、影响因素与应对策略

说服效应是指面临说服性信息时, 个体态度发生转变并影响其决策行为的一种现象, 该现象普遍存在于政治选举、生活消费及商业广告等领域, 具有重要的应用价值。说服效应的两个主要理论模型包括双加工模型和自我功效理论。信息源的可信度、情绪、信息框架、社会网络、事件卷入度等是影响说服效应的主要因素。说服效应的应对策略包括公开承诺和自我控制。未来的研究应该从说服效应的产生根源、特征成分及应用领域等方面进行深入地探讨。     

Message sidedness in advertising: the moderating roles of need for cognition and time pressure in persuasion

Persuasion has been extensively researched for decades. Much of this research has focused on different message tactics and their effects on persuasion (e.g., Chang & Chou, 2008; Lafferty, 1999). This research aims to assess whether the persuasion of a specific type of message is influenced by need for cognition (NFC) and time pressure. The 336 undergraduates participated in a 2 (message sidedness: one-sided/two-sided) × 3 (time pressure: low/moderate/high) between-subjects design. Results indicate that two-sided messages tend to elicit more favorable ad attitudes than one-sided messages. As compared with low-NFC individuals, high-NFC individuals are likely to express more favorable ad attitudes, brand attitudes and purchase intention. Moderate time pressure tends to lead to more favorable ad attitudes than low time pressure and high time pressure. In addition, moderate time pressure is likely to elicit more favorable brand attitudes and purchase intentions than high time pressure, but does not elicit more favorable brand attitudes and purchase intentions than low time pressure. Furthermore, when high-NFC individuals are under low or moderate time pressure, two-sided messages are more persuasive than one-sided messages; however, message sidedness does not differentially affect the persuasion when high-NFC individuals are pressed for time. In contrast, one-sided messages are more persuasive than two-sided messages when low-NFC individuals are under low or high time pressure, and two-sided messages are more persuasive than one-sided messages when low-NFC individuals are under moderate time pressure.     

Matching Messages to Motives in Persuasion: A Functional Approach to Promoting Volunteerism1

This study examined a functional strategy for investigating audience responses to motivationally-based persuasive appeals. It was predicted that people exposed to advertisements informing them how they could satisfy personally relevant motivations through volunteering (i.e., functionally matched messages) would judge these ads to be more persuasive, more emotionally positive, and would report being more likely to volunteer than people exposed to advertisements unrelated to their personally relevant motivations (i.e., functionally mismatched messages). These predictions were confirmed in an experiment wherein participants whose attitudes toward volunteerism served a Social Adjustive, Value Expressive, Utilitarian, Knowledge, or Ego Defensive function viewed advertisements promoting volunteerism that either matched or mismatched their personally relevant motivations. Results confirmed predictions as participants responded more favorably to the functionally matched than mismatched messages. The implications of this research for understanding the mechanisms by which functionally matched messages exert persuasive influence and the ramifications of the research for the practice of volunteerism are discussed.     

Web Site Design, Self-Monitoring Style, and Consumer Preference

This study aims to advance understanding of Internet interactions by considering the impact of Web site design and self-monitoring style on consumer preference. Four quasi-commercial Web sites were constructed containing identical information presented via a context-based (animated) or content-based (unanimated) design, and 2 advertisements of either image- or information-oriented style. Using a between-participants design, the study found that all individuals favored context-based over content-based Web site design. Matching advertising appeal to individual self-monitoring needs was found to increase Web site effectiveness of consumer preference for high self-monitors, and within Web site satisfaction and level of persuasion for low self-monitors. Results suggest that to reach their potential as a consumer-sensitive tool, Web sites must be engaging in their design and tailor their communications to accommodate individual differences.     

Developing Successful Communication Strategies: A Test of an Integrated Framework for Effective Communication1

In studies of advertising, many communication strategies have been formulated, but little research has been carried out on the process of deciding what strategy can be used best in a particular situation. In social psychology, models have been developed that specify a number of behavioral determinants. Though communication practitioners often use these models, scientific proof of the effectiveness of persuasive messages based on these models is largely absent. In this study, knowledge from advertising studies and social psychology is combined in an integrated framework for effective communication. In an experiment on chocolate‐bar buying behavior, we prove that by making use of this framework, we can predict which advertising strategy is the most effective.     

Think‐Aloud Process Superior to Thought‐Listing in Increasing Children's Critical Processing of Advertising

This study develops and tests a model of children's critical processing of advertising. Within this model, 2 paths to reduced advertising susceptibility (i.e., attitude toward the advertised brand) were hypothesized: a cognitive path and an affective path. The secondary aim was to compare these paths for different thought verbalization processes: think‐aloud and thought‐listing. The model was tested on a sample of 8‐ to 12‐year‐old children (N = 163). Structural equation modeling revealed that, for children in the think‐aloud group, both cognitive and affective paths were successful in reducing advertising susceptibility. However, for children in the thought‐listing group, only the affective path was successful. These findings suggest that the think‐aloud process increased children's motivation and ability to critically process advertising messages.     

The Biobehavioral Model of Persuasion: Generating Challenge Appraisals to Promote Health1

By borrowing from the biopsychosocial model of challenge and threat, we may understand when health communications adequately motivate behavior change or when they are overly distressing and inhibit behavior change. The present studies were guided by the biobehavioral model of persuasion, which predicts that different health appeals should evoke different appraisals, as well as psychological and physiological responses that motivate the adoption or rejection of health behaviors. Challenging messages should be associated with approach motivational tendencies, whereas threatening messages should be linked to avoidance. Findings from 2 experiments support the biobehavioral model of persuasion and offer mechanisms that confer message effectiveness. By understanding the psychological and physiological processes that drive message effectiveness, message designers can create more effective health appeals.     

Gender Stereotypes in Spanish Television Commercials

The objective of the present study was an analysis of gender stereotypes in television advertisements in Spain. For this purpose the content analysis method was used to analyze 400 advertisements broadcast during prime time over the three national television channels with the largest audience. A series of variables common to similar investigations were coded in order to allow comparisons with other countries. The data show significant gender differences for all variables. Comparison of results with those of other researchers shows that television advertising in Spain reveals gender stereotypes very similar to those found in advertising from countries with a geographic or cultural proximity.     

How many lives can bloody and shocking road safety advertising save? The case of Spain

At the beginning of the 21st century, the punishment strategies used by the Spanish administration were considerably hardened to achieve a reduction in road accidents. This hardening could also be seen in the mass-media public advertising campaigns, with a marked shift from gentle messages to threat-based advertisements.The goal of this study is to evaluate the effectiveness of this radical change in terms of main road accident indicators and the time that the effects last using multivariate unobserved component models set up in a state space framework applied to monthly series for the 1980–2008 period. The main conclusion is that the effect on reducing road accidents is no greater when citizens are subjected to a greater level of threats in advertising campaigns than would on average be achieved using campaigns with a low level of threats. Secondly, the impact of bloody advertising in Spain is limited to the most serious accidents, those that cause deaths, either on highways or in built-up areas. Moreover, the positive effects progressively decrease as the average lifespan for significant effects of medium and high level campaigns on deaths on highways or in built-up areas was 8 months and almost 12 days. The results show that a reduction in numbers of deaths and injuries is always achieved when the level of harshness in the messages is increased after a period of several years of mild advertising.     

Sexism and the Effectiveness of Femvertising in China: A Corporate Social Responsibility Perspective

The present study draws on theories and prior research on corporate social responsibility (CSR) and gender attitudes (i.e., sexism) to understand young Chinese peoples’ responses toward women-empowering advertising (i.e., femvertising). We conducted two experiments in which male and female Chinese college students (232 in Study 1 and 231 in Study 2) were exposed to either women-empowering or control advertisements (traditional ad in Study 1 and gender-irrelevant ad in Study 2) and reported their attitudes about the ads as well as their purchase intentions toward the advertised products (shampoo and smartphone, respectively). In line with our predictions, both experiments showed that messaging about women’s empowerment in advertising can induce perceptions of CSR, thereby increasing favorable responses such as enhanced positive ad attitudes and increased purchase intentions toward the advertised products. Moreover, hostile sexism was negatively associated with consumer responses toward femvertising such that the lower participants’ hostile sexism, the more positive ad attitudes and stronger purchase intent participants they reported. However, benevolent sexism was not predictive of consumer responses toward femvertising. These results offer insights into people’s responses toward women-empowering advertisements and also have practical implications for advertisers and marketers who are interested in using such an advertising tactic to promote products and services.

     

Content and person effects in media research: Studying differences in cognitive,emotional, and arousal responses to media content

ABSTRACT

Cognitive, emotional, and arousal responses to media content stem from two sources of variation: differences in content and differences between individuals. Although the first source of variation (content effects) has been well-studied, individual differences (person effects) in responses to media are investigated much less within communication science. To help build this comparatively thin area of scholarship, this study investigated how four theoretically relevant variables (need for cognition, affective empathy, sensation seeking, and sensory processing sensitivity) affected responses to positively and negatively valenced media entertainment. In a within-subjects design, 243 youth aged 7–15 years (49.4% female) responded to a positive and negative film clip using both self-reported and physiological measures (heart rate and skin conductance), while parents reported on individual differences. Multilevel analysis was used to distinguish between media content effects and individual differences in responses. Results showed that more variation in responses was due to differences between participants than to differences between stimuli. However, need for cognition, affective empathy, sensation seeking, and sensory processing sensitivity did not significantly explain this between-participant variation in responses. Several conceptual and methodological take-aways are offered to advance our understanding of the relationships between stable individual differences and state responses to media.