Showing papers in "Journal of Advertising in 2006"
TL;DR: In this paper, the authors comprehensively review the literature on product placements to develop an integrative conceptual model that captures how such messages generate audience outcomes, including cognition, affect, and conation.
Abstract: This study comprehensively reviews the literature on product placements to develop an integrative conceptual model that captures how such messages generate audience outcomes. The model depicts four components: execution/stimulus factors (e.g., program type, execution flexibility, opportunity to process, placement modality, placement priming); individual-specific factors (e.g., brand familiarity, judgment of placement fit, attitudes toward placements, involvement/connectedness with program); processing depth (degree of conscious processing); and message outcomes that reflect placement effectiveness. The execution and individual factors influence processing depth (portrayed as a high—low continuum), which in turn impacts message outcomes. The outcomes are organized around the hierarchy-of-effects model into three broad categories: cognition (e.g., memory-related measures such as recognition and recall); affect (e.g., attitudes); and conation (e.g., purchase intention, purchase behavior). This study integrat...
460 citations
TL;DR: In this paper, a balance model of sitcom product placement effects is proposed, in which attitude alignment is the explanation for links between a triad composed of the consumer, the sitcom character, and the placed product.
Abstract: This study examines the influence of product placements in television serial comedies on consumer attitudes toward the products. Proposing a "Balance Model of Sitcom Product Placement Effects," the study integrates genre theory to analyze character-product associations in sitcoms, parasocial theory to consider consumer-character referential relations, and balance theory to address the main research issue of the way that characters' relations to placed products and consumers' relations to the characters affect consumers' attitudes to the products. The model is based on balance theory, in which attitude alignment is the explanation for links between a triad composed of the consumer, the sitcom character, and the placed product. The influence of two consumer-character variables (attitude and parasocial attachment) and two character- product variables (valence and strength of association) are tested in a real-world situation. The methodology uses real televised sitcoms as stimuli, real viewers as respondents,...
335 citations
TL;DR: The authors compared college students' Explicit and Implicit Memory for Brand Names and found that the effect of in-game advertising on Brand Names was significantly worse than in real-life advertising.
Abstract: (2006). The Effectiveness of 'in-Game' Advertising: Comparing College Students' Explicit and Implicit Memory for Brand Names. Journal of Advertising: Vol. 35, No. 4, pp. 143-152.
250 citations
TL;DR: In this paper, the authors examined the differential effects of celebrity and expert endorsements on consumer risk perceptions via three studies and found that for high technology-oriented products there will be stronger effects of expert endorsers than celebrity endorsers in reducing consumer risk perception.
Abstract: This paper examines the differential effects of celebrity and expert endorsements on consumer risk perceptions via three studies. Using source model theories, it is hypothesized that for high technology—oriented products there will be stronger effects of expert endorsers than celebrity endorsers in reducing consumer risk perceptions. In addition, for high technology—oriented products, there is likely to be an interaction effect between endorser type and consumer knowledge on respondents' risk perceptions. Such an interaction effect is likely to be absent for products with a low technology orientation. These hypotheses are supported by the first two studies. The third study examines the underlying theoretical processes of internalization versus identification and shows that the stronger effects of expert (versus celebrity) endorsers for high technology-oriented products is somewhat neutralized for certain types of perceived risks when there is high congruency between the celebrity endorser and the product.
249 citations
TL;DR: In this article, Interactivity and its Facets Revisited: Theory and Empirical Test, the authors present an approach to evaluate the effectiveness of interaction and its facets.
Abstract: (2006). Interactivity and its Facets Revisited: Theory and Empirical Test. Journal of Advertising: Vol. 35, No. 4, pp. 35-52.
239 citations
TL;DR: The authors investigated whether metaphors in advertising have a synergistic or compensatory effect on brand personality perceptions of utilitarian and symbolic products and found that metaphors can be strategically used to influence brand personality perception, particularly for utilitarian products.
Abstract: This study investigates whether metaphors in advertising have a synergistic or compensatory effect on brand personality perceptions of utilitarian and symbolic products. The effects of metaphoric headlines versus pictures are also compared. In general, brands using metaphors in ads were perceived to be more sophisticated and exciting, but less sincere and competent than those using literal headlines or pictures. Ad attitudes, brand attitudes, and purchase intention were also enhanced with metaphoric advertising. In addition, compared with utilitarian products, symbolic products were perceived to be more sophisticated and exciting, but less sincere and competent. It is interesting to note that when metaphors were used for utilitarian products, perceptions of sophistication and excitement were enhanced, whereas sincerity was diluted. The results suggest that metaphors can be strategically used to influence brand personality perceptions, particularly for utilitarian products. Theoretical and managerial impli...
238 citations
TL;DR: In this article, the influence of telepresence on Spectator and Player Processing of Real and Fictitious Brands in a Computer Game was examined. But the authors did not consider the effect of virtual reality on the game itself.
Abstract: (2006). Examining the Influence of Telepresence on Spectator and Player Processing of Real and Fictitious Brands in a Computer Game. Journal of Advertising: Vol. 35, No. 4, pp. 87-99.
228 citations
TL;DR: This article examined the influence of perceived home page complexity on communication effectiveness, as measured by attention to the home page, attitude toward the home pages, attitude towards the company, and purchase intent, and found that consumers respond more favorably toward home pages that fall in a moderate range of perceived complexity.
Abstract: The Web is an increasingly important component of promotional strategy for many organizations. To date, most advertising research has focused on banner ads. In the present study, home pages as promotional vehicles are evaluated. Specifically, we examine the influence of perceived home page complexity on communication effectiveness, as measured by attention to the home page, attitude toward the home page, attitude toward the company, and purchase intent. Qualitative research is used to identify important factors that appear to influence perceptions of home page complexity, including home page length, number of graphics, number of links, amount of text, and use of animation. A pretest experiment further aided in the selection of appropriate factors and factor levels to manipulate in a subsequent, main experiment. The findings in the main experiment suggest that consumers respond more favorably toward home pages that fall in a moderate range of perceived complexity.
227 citations
TL;DR: In this paper, the authors present a survey of how brands appear on television, focusing on how they appear on TV and how they are placed in the advertising space, including product placement.
Abstract: (2006). Product Placement: How Brands Appear on Television. Journal of Advertising: Vol. 35, No. 4, pp. 65-86.
173 citations
TL;DR: In this article, the authors apply regulatory focus theory to evaluate the effectiveness of advertising messages aimed at preventing smoking among adolescents, and find that framing may influence advertising messages' effectiveness among adolescents.
Abstract: The present research addresses how framing may influence the effectiveness of advertising messages aimed at preventing smoking among adolescents. The research applies regulatory focus theory to exp...
169 citations
TL;DR: In this paper, an online survey was used to examine both antecedents and consequences of A format for each of six on-line ad formats (e.g., pop-ups, banners, skyscrapers).
Abstract: This study represents an initial empirical test of a new construct--attitude toward on-line advertising format (A format ). An on-line survey was used to examine both antecedents and consequences of A format for each of six on-line ad formats (e.g., pop-ups, banners, skyscrapers). Regression analyses revealed A format to be significantly related to attitude toward the ad (A ad ) for all formats. Furthermore, A format was significantly related to self-reported on-line ad behaviors such as clickthrough. Overall, the results strongly suggest that the nature of the on-line ad format is an important characteristic that influences on-line advertising response.
TL;DR: In this article, the authors examine the impact of providing specific/general information on three position facets (i.e., the company, the job itself, and the work context) on a series of dependent variables.
Abstract: Organizations trying to attract job applicants face a trade-off in the design of their recruiting advertisements. The use of general ads that include limited job attribute specificity has the potential to appeal to a wide array of job applicants and to increase the size of the applicant pool. However, such advertisements may also increase the number of unqualified or inappropriate applicants pursuing employment, and may be unappealing to job candidates who are highly focused in their job search strategies. Using a three-factor experimental design, two studies examine the impact of providing specific/general information on three position facets (i.e., the company, the job itself, and the work context) on a series of dependent variables. Results suggest that all three facets of message specificity impact, to varying degrees, individuals' opinions about the ad, perceived appropriateness of the job, attitudes toward the ad and company, as well as intentions to complete the job application process.
TL;DR: The authors examined the influence of marketers on the creativity of their advertising agencies and found that some sources of strategy are better than others, and that the client's willingness to explore new strategic ideas with the agency does have a substantial impact.
Abstract: This paper examines the influence of marketers on the creativity of their advertising agency. There are three main ways in which marketers affect the creativity of their agency: (1) setting direction, (2) resource allocation, and (3) evaluation. These ideas were empirically measured in 1,011 advertising campaigns via questionnaires given to agency personnel. Strategy has often been a focal point of advertising studies, but this research finds that some sources of strategy are better than others. Merely having strategy in client briefs has little effect on creativity, but the client's willingness to explore new strategic ideas with the agency does have a substantial impact. In general, better-resourced agencies do more creative work, and a key resource is access to top managers. However, sometimes, top-management involvement may lead to counterproductive effects on creativity because of the fear this induces within agencies. Sophisticated, high-ranking clients appear to send a "chilling" effect throughout ...
TL;DR: The authors proposed a structural model of advertising standardization that explores the factors that encourage firms to engage in standardized advertising, and the impact of standardization on advertising effectiveness and on two measures of firm performance.
Abstract: Building on Zou and Cavusgil's (2002) global marketing strategy (GMS) framework, the authors propose a structural model of advertising standardization that explores (1) the factors that encourage firms to engage in standardized advertising; and (2) the impact of advertising standardization on advertising effectiveness, as well as on two measures of firm performance. Results from a survey of Japanese and U.S. subsidiaries operating in the European Union (EU) provide support for the model. They also suggest that standardized advertising does enhance a firm's financial and strategic performance, provided that the external environment and internal resources of the firm are conducive to standardization.
TL;DR: This article analyzed trends, patterns, and rigorousness in research studies about the Internet through a content analysis of published Internet-related papers in 15 major journals in communications, marketing, and advertising between 1994 and 2003.
Abstract: This study analyzes trends, patterns, and rigorousness in research studies about the Internet through a content analysis of published Internet-related papers in 15 major journals in communications, marketing, and advertising between 1994 and 2003. Five hundred thirty seven papers of 4,050 total papers in the 15 journals (13.3%) were about the Internet. The results of this study demonstrate a definite pattern of increase in Internet research, the existence of a wide dispersion of individual and institutional contributors, a need for a more explicit theoretical framework, and a need for better methodological rigors in Internet research. In terms of topical coverage, this study concludes that Internet research deals with diverse research topics, but has not quite reached the last phase of Wimmer and Dominick's (2002) media developmental model (i.e., how we can improve the Internet).
TL;DR: Zhang et al. as mentioned in this paper applied generational cohort theory, as well as uses and gratifications theory, to investigate the media program preferences of China's Generation X (Gen X) consumers, and found that the Gen X cohort consumers tend to pay more attention to entertainment-based media programs such as television drama series and radio pop music.
Abstract: This study applies generational cohort theory, as well as uses and gratifications theory, to investigate the media program preferences of China's Generation X (Gen X) consumers. Using syndicated data from a large random sample of urban Chinese consumers, we find that the Gen X cohort consumers, compared with their preceding generational cohorts, tend to pay more attention to entertainment-based media programs such as television drama series and radio pop music, and shun information-based topics such as news or business reports. Furthermore, while cohort effects on preferences for media program types exist, the effects are less pronounced in more developed regions in China. Compared with their counterparts in Xi'an, a less developed city, Gen X consumers living in Guangzhou, a more developed city, are more attentive to information-based programs on television and in newspapers, and show less preference for entertainment-based content.
TL;DR: In this article, the use and effectiveness of billboards is discussed in terms of selective perception theory and retail-gravitation models. But the authors focus on the use of billboards in advertising.
Abstract: (2006). Use and Effectiveness of Billboards: Perspectives from Selective-Perception Theory and Retail-Gravity Models. Journal of Advertising: Vol. 35, No. 4, pp. 21-34.
TL;DR: This paper used an affectively driven advertising context (i.e., television commercials void of product-relevant information cues) to demonstrate that positive and negative forms of affect operate differently, and that their direct and indirect effects on attitude are influenced by brand familiarity.
Abstract: In spite of a wealth of empirical attention directed at understanding the structural relationships among affect, cognition, and attitude, the tasks and settings in many of these studies may have inflated the relative impact of cognition in the persuasion process. The studies reported here use an affectively driven advertising context (i.e., television commercials void of product-relevant information cues) to demonstrate (1) that positive and negative forms of affect operate differently, and (2) that their direct and indirect effects on attitude are influenced by brand familiarity. Cognition played a less dominant role in the attitude formation process for an unknown brand compared to situations in which consumers held preexisting impressions (i.e., for well-known brands). A means-end model approach is used to link concrete and abstract forms of cognition (i.e., brand beliefs) and attitude.
TL;DR: In this article, responses to Humorous ADS: Does Audience Involvement Matter? Journal of Advertising: Vol. 35, No. 4, pp. 113-127.
Abstract: (2006). Responses to Humorous ADS: Does Audience Involvement Matter? Journal of Advertising: Vol. 35, No. 4, pp. 113-127.
TL;DR: Geuens et al. as mentioned in this paper compared the effect of three different positive context and ad-induced feelings on ad effectiveness and found that ads that were exciting, romantic, and cozy scored best in a feeling-congruent context.
Abstract: This study contributes to the debate about the valence-based versus the multidimensional view of feelings. The differential impact of three different positive contextand ad-induced feelings on ad effectiveness was compared. Support for the multidimensional view of feelings was found in the sense that adand context-evoked coziness, excitement, and romance had a different impact on ad evaluations. In addition, a significant interaction effect between adand context induced feelings indicated that ads that were exciting, romantic, and cozy scored best in a feeling-congruent context. Beginning in the 1980s, several researchers have demonstrated that, next to cognitions, feelings could also play an important role in the formation of judgments on advertising (Batra and Ray 1986; Burke and Edell 1989; Fabrigar and Petty 1999; Geuens and De Pelsmacker 1998; Holbrook and Batra 1987; Holbrook and O'Shaughnessy 1984; Stout and Leckenby 1986; etc.). Not only should the feelings induced by an ad itself be taken into account; the feelings people experience before watching ads are also important. The latter can be caused by many dif ferent things, such as the program, the article or ad pod in which the ad is embedded, or an event that took place before watching the ad. In the remainder of this paper, we refer to these emotions as "context-induced emotions." Reviewing the literature, it seems that most researchers who have attempted to answer the question of how context-induced or ad-evoked feelings influence our thinking and judgment have focused on the comparison between the effect of positive versus negative feelings (e.g., Ayelsworth and MacKenzie 1998; Goldberg and Gorn 1987; Kamins, Marks, and Skin ner 1991). However, more and more researchers (e.g., Babin, Darden, and Babin 1998; Mitchell et al. 2001; Raghunathan and Pham 1999) are convinced that the valence dimension does not suffice and more dimensions need to be taken into account to understand the differential effects of different emotions of the same valence. We would like to contribute to the debate on the merits of the unidimensional (valence-based) versus multidimensional views of feelings by investigating whether three contextand ad-induced feelings of the same valence, namely, coziness, romance, and excitement, have a different impact on ad evaluations. A second objective is to study the interaction effects between context-induced and ad-evoked feelings. Impact of different feelings of the same valence Valence-Based Versus Multidimensional Views of Feelings The majority of the studies on the impact of positive and negative feelings on ad evaluation are based on the assumption that all feelings are bipolar and can be placed on a continuum going from "positive" at one end to "negative" at the other (e.g., Green, Goldman, and Salovey 1993; Russell and Carroll 1999). One important implication of this valence-based view of feelings is that different feelings of the same valence, such as sadness, anger, and fear, or coziness, romance, and excitement, would exert similar influences on judgment and choice. Recently, however, an increasing number of researchers (e.g., Babin, Darden, and Babin 1998; Mitchell et al. 2001; Raghunathan and Pham 1999) have questioned the assump tion that all positive and all negative feelings are equal and lead to similar effects on information processing and judgment formation. In their view, dimensions other than valence alone should be considered in accounting for the specificity of dif ferent emotions. With respect to context-induced feelings, for example, Mitchell et al. (2001) investigated the impact of Tine Faseur (master's in marketing analysis and planning, Ghent University, Belgium) is a Ph.D. student at Ghent University. Maggie Geuens (Ph.D., University of Antwerp, Belgium) is an assistant professor of marketing, Ghent University, Vlerick Leuven Gent Management School. The authors thank the Editor, Russell N. Laczniak, and three anonymous reviewers for their constructive remarks and suggestions on earlier versions of this manuscript. Journal of Advertising, vol. 35, no. 4 (Winter 2006), pp. 129-142. ? 2006 American Academy of Advertising. All rights reserved. ISSN 0091-3367 / 2006 $9.50 + 0.00. DOI 10.2753/JOA0091-3367350409 This content downloaded from 157.55.39.127 on Wed, 29 Jun 2016 04:47:22 UTC All use subject to http://about.jstor.org/terms 130 The Journal of Advertising context-induced happiness, sadness, and anger on the effective ness of a neutral ad. They concluded that the negative feelings of anger and sadness lead to different effects, although these effects are more similar to one another than they are to the positive feeling of happiness. Raghunathan and Pham (1999) investigated the impact of anxious, sad, and neutral feelings, induced by means of an empathy task, on decision making with respect to gambling and job selection. They found that affective states of the same valence have a different impact, in the sense that "anxiety and sadness convey distinct types of information to the decision-maker and prime different goals. While anxiety primes an implicit goal of uncertainty reduction, sadness primes an implicit goal of reward replacement" (Raghunathan and Pham 1999, p. 56). Anxious people were thus more inclined to choose for low-risk/low-reward options, whereas sad people preferred the high-risk/high-reward options. Also with respect to ad-evoked feelings, there are indica tions that not all feelings of the same valence lead to similar ef fects. According to Batra and Ray (1986), affective responses to advertisements can be divided into three different categories of positive feelings, namely, (1) surgency, elation, vigor/activation (SEVA), (2) deactivation, and (3) social affection. These cat egories do not appear to be equally important in the formation of attitudes and purchase intentions. Burke and Edell (1989) classified 54 ad-evoked feelings into three main categories, which they called upbeat, warm, and negative feelings. Each feeling category had a different influence on attitudes through its distinct relation with different cognitive judgments. Previous studies provide some initial evidence that differ ent feelings of the same valence can lead to different effects. This would imply that we cannot extrapolate the known effects of, for example, happiness and sadness to all positive and negative feelings, respectively. As Lerner and Keltner say: "Valence-based approaches may sacrifice specificity in the ser vice of parsimony" (2000, pp. 475-476). In other words, the valence-based view of emotions may oversimplify emotional experience and may conceal the distinctions among negative or positive emotions.
TL;DR: In this paper, a content analysis of ads appearing in a diverse set of hip-hop magazines was conducted to assess the portrayal of African-American males in magazine advertising, and the results indicated that representation of African American men in ads was high, but they were used mainly in ads for clothes, shoes, and accessories.
Abstract: To assess the portrayal of African-American males in magazine advertising, two content analyses of ads appearing in a diverse set of magazines were conducted for the present study. The aim of the study was to unearth information on the frequency with which African-American men are portrayed in print advertising; the kinds of products/ product categories we see advertised by African-American men in ads in these magazines; and the roles and occupational status, as well as the settings and interactions, in which they were depicted. Study 1 examined portrayals in three new hip-hop magazines (i.e., The Source, Vibe, and XXL). Results from the first study indicate that representation of African-American men in ads was high, but they were used mainly in ads for clothes, shoes, and accessories. They were likely to be shown in major roles in these ads, and by themselves. Nonoccupational roles and limited portrayals in business or work-related settings were dominant, however. Study 2, which formed a basis for compa...
TL;DR: In this article, the potential for advertising to facilitate trust in the Advertised Brand is discussed, and the potential of advertising to promote trust in a brand is discussed as well.
Abstract: (2006). On the Potential for Advertising to Facilitate Trust in the Advertised Brand. Journal of Advertising: Vol. 35, No. 4, pp. 101-112.
TL;DR: The results of a laboratory experiment revealed that women were generally more accepting of advertising claims than men as mentioned in this paper, however, men and women had decidedly different reactions to the use of hedges (e.g., "may, "probably, "possibly") and pledges (i.e., "definitely, "undoubtedly, "absolutely") in advertising claims.
Abstract: The results of a laboratory experiment revealed that women were generally more accepting of advertising claims than men. However, men and women had decidedly different reactions to the use of hedges (e.g., "may," "probably," "possibly") and pledges (e.g., "definitely," "undoubtedly," "absolutely") in advertising claims. Women responded negatively to both types of probability markers, such that mean acceptance of the focal claim shifted downward when compared with conditions in which no marker was used. On the other hand, hedges decreased the variance of claim acceptance among men without affecting the mean response, and pledges had little or no effect on the mean or variance among men. These results are discussed in terms of sex differences in elaboration thresholds and the multiple roles postulate of the elaboration likelihood model (ELM).
TL;DR: In this paper, the authors investigate the effect of the number of event sponsors on consumer evaluations of events and find that an increased number of sponsors dilutes the benefits obtained from consumers inferring a goodwill sponsorship motive and enhances attitudes under sales motives conditions.
Abstract: Although most events are sponsored by more than one firm, the impact of roster size, or number of sponsors, on sponsorship effectiveness has received scant research attention. Two studies investigate the hypothesized moderating effect of roster size on consumer evaluations of events. Study 1 shows that compared with one-sponsor conditions, an increased number of sponsors dilutes the benefits obtained from consumers inferring a goodwill sponsorship motive and enhances attitudes under sales motives conditions. Study 2 shows that compared with one-sponsor conditions, an additional sponsor reduces the negative effect of being associated with stigmatized event beneficiaries. The results have implications for sponsorship theory, as well as practical implications for event promoters and the firms they seek to attract as sponsors. Marketers have long acknowledged potential benefits of sym biotic marketing, which involves two or more firms working together for mutual benefit (Adler 1966). This phenomenon has recently attracted renewed research attention, with top ics ranging from context effects elicited by retailers' brand assortments (Buchanan, Simmons, and Bickart 1999) to an tecedents and consequences of brand alliances (Simonin and Ruth 1998). Despite interest in multibrand phenomena in these and other areas of marketing such as sales promotions (Varadarajan 1986), only a few studies investigate any aspect of the multibrand phenomenon in sponsorship, defined as an exchange where an event charges a fee or receives donated product so that firms can participate in the event and promote their association with it (Cornwell and Maignan 1998). Johar and Pham (1999) incorporate multiple sponsors in their study of sponsor identification accuracy, finding that relatedness between sponsors' product categories and the event bolsters identification accuracy. In a two-sponsor setting, Ruth and Simonin (2003) find that attitudes toward an event are less favorable when one partner is a controversial or "stigmatized" brand (e.g., tobacco). Despite growing academic interest in sponsorship as re flected by the integrative review by Cornwell, Weeks, and Roy (2005), the relative lack of academic attention on the topic of multiple sponsors stands in sharp contrast to prac tice, where many, if not most, events are sponsored by more than one firm. For example, marketing collateral materials (e.g., ads, Web sites, registration cards) for the Philadelphia AIDS Walk feature the logos of sponsors including NBC, U.S. Airways, Merck, GlaxoSmithKline, Hank's Beverage, and Blockbuster Video. Marketing materials for the Top Hat Classic Event of Northern California benefiting the Multiple Sclerosis Society show that sponsors include Dreyer's Grand Ice Cream, Alhambra water, Mission tortilla chips, and the Tri-Valley Herald newspaper. We seek to address a gap in academic research on sponsor ship by examining the relationship of roster size, or number of event sponsors, to sponsorship effectiveness. The topic of roster size is important for several reasons. First, Meenaghan (2001) recently noted that our understanding of sponsorship is inadequate and, by comparison, stands in sharp contrast to our understanding of how advertising influences consumers. To address this shortcoming, Meenaghan called for research focusing on characteristics that may distinguish sponsorship and advertising. Since most advertising promotes one brand or one firm, investigating multiple sponsors, and roster size in particular, may be a mechanism for uncovering unique op portunities and challenges presented by sponsorship. Second, just as a second brand may serve as a signal in an alliance relationship (Rao, Qu, and Ruekert 1999), it is possible that a list of sponsors may act as a signal about an event and its quality, both for consumers and firms considering the event sponsorship opportunity. Third, the size of the sponsorship roster may be particularly important for new events that are unfamiliar in the market, which present uncertainty for con sumers and firms considering participation (Ukman 2004). Although many events are well known (e.g., the Olympics), new events are always being introduced into local and broader markets. For example, the event we now know as the X Games Julie A. Ruth (Ph.D., University of Michigan) is an associate profes sor of marketing, School of Business-Camden, Rutgers University. Bernard L. Simonin (Ph.D., University of Michigan) is an associate professor of marketing and international business, Fletcher School of Law and Diplomacy, Tufts University. This research was supported by a grant from the American Academy of Advertising (AAA). The authors appreciate the AAA's funding support, the research assistance provided by Virginia Abrahamsson and Hiral Udawat, and the comments and suggestions offered by Maureen Morrin, Cele Otnes, the reviewers, and the Editor. Journal of Advertising, vol. 35, no. 4 (Winter 2006), pp. 7-20. ? 2006 American Academy of Advertising. All rights reserved. ISSN 0091-3367 / 2006 $9.50 + 0.00. DOI 10.2753/JOA0091-3367350401 This content downloaded from 207.46.13.71 on Fri, 21 Oct 2016 04:42:30 UTC All use subject to http://about.jstor.org/terms 8 The Journal of Advertising was new and unfamiliar to prospective participants when it was introduced as the Extreme Games in 1995. It is not yet known whether or how roster size information-presented numerically or in a list of names or logos-affects consumer evaluations, particularly in new event contexts. To address the role of roster size, we use attribution theory to gain understanding of the effects of two key event charac teristics: sponsor motives and event beneficiaries. Because of the lack of studies involving multiple sponsors or investigat ing roster size in particular, we draw on extant sponsorship research incorporating one named sponsor and then develop hypotheses to account for one-sponsor and larger roster size sponsorship contexts. These hypotheses center on how roster size may act as a signal or heuristic that moderates the influence of sponsor motives and stigma that may be associated with an event beneficiary (e.g., AIDS [acquired immunodeficiency syndrome] organizations) on consumer-focused sponsorship outcomes. Using new event contexts, two experiments are presented that examine the effects of sponsor motives, stigma of the event beneficiary, and roster size on affective and be havioral indicators identified by Cornwell, Weeks, and Roy (2005), including attitudes toward the event, likelihood of attending the event, and attitudes toward the sponsor. We also examine effects on ad credibility, since roster size information is delivered via advertising and may contain information regard ing believability. The results have implications for theories of sponsorship, cause-related marketing, and advertising, as well as practical implications for event promoters and the firms they seek to attract.
TL;DR: In this article, the authors explore older consumers' perceptions of direct-to-consumer advertising effects on themselves and others, determine how those perceptions are influenced by respondent characteristics, and examine how self/other effect perceptions are related to ad-prompted behaviors.
Abstract: In this paper, we present results of a survey designed to (1) explore older consumers' perceptions of direct-to-consumer (DTC) advertising effects on themselves and others; (2) determine how those perceptions are influenced by respondent characteristics; and (3) examine how self/other effect perceptions are related to ad-prompted behaviors. The results provide evidence to support the operation of the third-person effect in DTC advertising. Findings indicate that (1) older consumers believe that DTC advertising exerts its greatest influence on "them," "not me"; (2) older consumers' third-person perceptions of DTC ad effects are multidimensional, and different effect dimensions show different magnitudes of the third-person effect; and (3) the third-person effect in DTC advertising is influenced by receiver-specific characteristics and predicts behavior following DTC ad exposure better than demographics and other receiver-specific variables. The study's findings extend several streams of research, including ...
TL;DR: The authors compare and contrast responses of Asian, black, Hispanic, Indian (Asian Indian), white, and multiethnic American participants toward the same advertisement and explain the results of the study post hoc by generating research questions that draw from extant literature on distinctiveness, race, ethnic identity, and culture.
Abstract: Results of a "failed" experiment in which we compare and contrast responses of Asian, black, Hispanic, Indian (Asian Indian), white, and multiethnic American participants show systematic differences in ad processing among different groups toward the same advertisement. Rather than describe this research via implausible a priori hypotheses, we explain the results of the study post hoc by generating research questions that draw from extant literature on distinctiveness, race, ethnic identity, and culture. We discuss these research questions in the context of pluralistic, multigroup (greater than two) experimental designs, detailing methodological and theoretical considerations, in hopes of influencing the sophistication and utility of future advertising research.
TL;DR: The negative binomial distribution (NBD) model, having long been applied in analyzing repeat behaviors, is proposed to serve as a banner ad exposure model and an empirical validation indicates that the model performs well in both data fitting and prediction.
Abstract: Exposure models focusing on reach and frequency where an audience is exposed to an ad message are the foundation of audience measurement. Given that a certain fundamental assumption of conventional exposure models is not relevant in the Internet advertising context, this paper suggests that the audience's on-line banner exposure can be best analyzed by its Web site visits. The negative binomial distribution (NBD) model, having long been applied in analyzing repeat behaviors, is proposed to serve as a banner ad exposure model. An empirical validation indicates that the model performs well in both data fitting and prediction.
TL;DR: In this article, the relationship between consumer attitudes and comparative advertisement intensity (CAI) follows a rotated S-shaped pattern; in other words, it is a third-order curve with a local maximum at the minimum value of CAI.
Abstract: An experiment using print ads as experimental stimuli found that the relationship between consumer attitudes and comparative advertisement intensity (CAI) follows a rotated S-shaped pattern; in other words, it is a third-order curve with a local maximum at the minimum value of CAI, and also a local maximum at the approximately third quartile value of CAI. Consumer attitudes were most positive either when there was no brand comparison (the minimum condition) or when the comparison was moderately intense (the third quartile condition). The rotated S-shaped pattern was more pronounced in the high-cognitive elaboration (CE) condition than in the low-CE condition. One week after exposure to the ads, the rotated S-shaped pattern disappeared in both the high- and low-CE conditions, but the attitudes declined more in the high-CE condition than in the low-CE condition. Managerial implications are discussed.
TL;DR: Results show that, as predicted, sad programming activates viewers' aversive motivational systems, whereas comedic programming activates their appetitive motivational systems.
Abstract: This manuscript reports three experiments investigating the impact of television programming context on the processing of a fear-appeal message. This is done using a dual-motivation system theory conceptualizing emotion as arising from activation of the appetitive and/or aversive motivational systems. Results show that, as predicted, sad programming activates viewers' aversive motivational systems, whereas comedic programming activates their appetitive motivational systems. Furthermore, by activating these systems through programming context, we were able to predict both retrospective self-report and real-time physiological reactions to a persuasive message employing a fear-appeal strategy. Theoretical and practical implications are discussed, as are suggestions for future experiments using the dual-motivation approach.