能力还是热情?广告诉求对消费者品牌认同和购买意向的影响

基于自我建构理论和情绪理论, 本文探讨了自我建构与广告诉求对品牌认同的交互作用、影响机制及边界条件。通过3个实验, 我们发现对于独立自我建构的消费者来说, 能力广告诉求更能提高品牌认同感, 而对于相依自我建构的消费者来说, 热情广告诉求则更有效; 同时我们也验证了广告诉求到愉悦感到品牌认同最终到购买意向的因果链模型, 并确定了企业类型对该机制的调节作用。     

How category advertising norms and consumer counter‐conformity influence comparative advertising effectiveness

Surprisingly little research examines whether and how category advertising norms influence the effectiveness of comparative advertising. To address this void, the present research investigates if the persuasiveness of a particular comparative advertisement depends on whether or not it is viewed as a typical tactic that conforms to category advertising norms. Results from experiments 1 and 2 indicate that a comparative advertisement used in violation of category norms results in a persuasion penalty that is evidenced by a reduction in the ad's impact on brand attitudes. This effect of category norms on persuasion is shown to be mediated by evaluations of the comparative advertisement's appropriateness in the product category. A final experiment confirms this persuasion penalty with respect to consumers holding conformity-based motives. However, this penalty is found to be reversed for individuals seeking counter-conformity in the marketplace, who respond more favorably to a comparative advertisement when it violates rather than conforms to category norms.     

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.     

广告诉求-品牌来源国刻板印象匹配度对品牌态度的影响机制

基于刻板印象内容模型,作者将广告诉求分为诚意诉求和能力诉求,并研究了广告诉求和品牌来源国刻板印象对品牌态度的交互影响。通过两个实验,作者发现广告诉求和来源国刻板印象之间的匹配程度正向地影响消费者处理广告信息的流畅性,进而导致积极的情绪体验。消费者将这种积极情绪错误地归因到品牌上,从而产生积极的品牌态度。这一发现证实品牌来源国信息可以在消费者无意识的状态下通过情绪体验影响不同广告诉求的说服效果。     

Selling the War? System‐Justifying Effects of Commercial Advertising on Civilian Casualty Tolerance

In times of war, news media coverage of the plight of civilian casualties plays a critical role in shaping attitudes regarding war's human costs. We proposed that these attitudes may also be surreptitiously influenced by the commercial advertisements that often accompany this coverage. Specifically, we hypothesized that when newspaper articles pertaining to civilian victims of war are flanked by luxury ads, conservatives, relative to liberals, will subsequently exhibit less concern for these victims. This proposition was based on the notion that commercial ads, particularly those promoting luxury items, make salient the gap between the “haves” and the “have‐nots” and thereby, at least implicitly, threaten the legitimacy of the current socioeconomic system. Drawing upon system justification theory, we posited that this threat would lead individuals with stronger system‐justification tendencies (conservatives), relative to those more open to challenging the current system (liberals), to show greater tolerance for civilian war casualties in order to defend the system's integrity. Evidence consistent with this hypothesis was found in a quasi‐experimental study (n = 329).     

Cosmetic Surgery: Feminist Perspectives

Cosmetic surgery is gaining popularity not only in the U.S., but worldwide. The sheer number of procedures being performed makes it seem “normal,” and in the statistical sense it is. Feminist therapists are likely to have clients who are contemplating undergoing one or more of these procedures. Therapists ought to help their clients to understand the motivations underlying a decision to undergo surgery for the sake of improving on nature. In the final analysis, the decision belongs to the woman who may be placing her life at risk to achieve some desired end. The therapist can play a role in helping her to weigh the risks and what will be accomplished in the end.     

Content analysis of food advertising strategies and ethical implications on South African television

The study aimed to investigate strategies and ethical implications of food advertising in South African television. The sample included 343 food advertisements recorded over two weeks and 224 hours from two major South African TV channels. Results indicate 45 products of food advertisements. Fast food, restaurant and convenience food type had the highest number of products (17), followed by “beverage, drink and juice” (6), and “candy and sweets” group (6). Conceptual consumption (people are as interested in consuming ideas, information, and concepts as they are physically consuming things) was used as the main strategy (76.2%) for advertising food, while only 7% focused on physical consumption (fiber, energy and vitality). The majority of food advertisement used human models (78.5%), adults only (38%) and about half used both sexes. White models were used twice as often as Black models. Other advertisement strategies included claims to having fun (majority), being perceived of a higher status, acquiring a superior of products and adding social worth to the quality of person who consume the products. A few claims related to the physical benefit to the consumer, such as high fibre, whole grain, and weight loss.     

Personality subtypes of young drivers. Relationship to risk-taking preferences, accident involvement, and response to a traffic safety campaign

The present study aimed at identifying subtypes of young drivers (N=2524) and evaluate how these responded to a traffic safety campaign. On basis of a cluster analysis of personality measures, six subtypes of young drivers were identified. The subtypes were found to differ on self-reported risky driving behaviour, attitudes towards traffic safety, risk perception, estimation of own driving skills, and accident involvement. Two of the subtypes were identified as high-risk groups in traffic. The first high-risk group consisted of mostly men, characterised by low levels of altruism and anxiety, and high levels of sensation-seeking, irresponsibility, and driving related aggression. The second high-risk group reported high sensation seeking, aggression, anxiety, and driving anger. The subtypes were also found to differ on how they evaluated and responded to the traffic safety campaign. The results indicated that the campaign seemed to appeal most to the low-risk subtypes. Gender differences within each subtype were also found on the different traffic related measures, as well as on response to the campaign. It is concluded that young drivers should not be treated as a homogenous group pertaining to road safety. Practical suggestions on how to promote safe driving among these subtypes are also discussed.     

Effects of short‐term cosmetic versus long‐term health fear appeals in anti‐smoking advertisements on the smoking behaviour of adolescents

A field study exposed 235 high school students to anti‐smoking advertisements over a five‐month period to test the effectiveness of short‐term cosmetic versus long‐term health fear appeals in preventing or reducing smoking. The study was a longitudinal experiment with two experimental groups and a control group. Smoking behaviour was measured prior to message exposure on television, in magazines and on the internet, and at the end of the study period. The primary results were that average smoking declined for subjects exposed to either type of anti‐smoking fear appeal but not for the control group and short‐term cosmetic fear appeals were more effective for males but long‐term health fear appeals were more effective for females. Copyright © 2003 Henry Stewart Publications.