Showing papers in "Psychology & Marketing in 1984"
TL;DR: In this article, the authors present a model of the emotional process and a typology of emotional content, and address some related managerial issues in advertising strategy and methodological problems in measuring emotions.
Abstract: This paper addresses the reemergence of attention to the role of emotion in advertising. Conceptual clarity requires that emotions be distinguished from other motivational and affective constructs. Having thus narrowed our focus, we present a model of the emotional process and a typology of emotional content. We then address some related managerial issues in advertising strategy and methodological problems in measuring emotions. Finally, the preceding considerations suggest directions for future research on the role of emotion in advertising.
291 citations
TL;DR: In this article, an improved consumer involvement measure that can be applied across a number of product categories is presented. But the authors focus on reducing a list of 22 items to a final list of 6 items.
Abstract: This article reports initial work in developing an improved consumer involvement measure that can be applied across a number of product categories. The intent was to develop a short, easy-to-use scale that practitioners could use in a variety of consumer research settings, especially field designs. Factor analysis was used to reduce a list of 22 items to a final list of 6 items. The preliminary evidence on reliability and validity is encouraging, and suggestions are made for further testing of this new scale.
149 citations
88 citations
TL;DR: Music intensifies pictures and colors words as mentioned in this paper, and it enriches the key messages and stimulates the listener, and often adds a form of energy available through no other source. But neither the diagnosticians nor the testers are giving it sufficient attention or credit.
Abstract: Music intensifies pictures and colors words. It enriches the key messages and stimulates the listener, and often adds a form of energy available through no other source. Music may well be the single most stimulating component of advertising, and neither the diagnosticians nor the testers are giving it sufficient attention or credit.
80 citations
TL;DR: An overview of the research in sensory and information overload in psychology and marketing can be found in this paper, where several implications of this research for public policy, managerial decision making and for the behavior of consumers are discussed.
Abstract: This paper presents an overview of the research in sensory and information overload in psychology and marketing. Several implications of this research for public policy, managerial decision making and for the behavior of consumers are discussed.
54 citations
TL;DR: In this paper, a methodology for constructing hierarchical value structure maps for beverages in general and individually for several different types of beverages is presented, and the implications of this approach for creating advertising strategy are also demonstrated and discussed.
Abstract: The choice of a brand, and most particularly a beverage type, depends on the consequences it produces for the beverage consumer. Means-end chain theory provides an approach for linking product values. This article demonstrates a methodology for constructing hierarchical value structure maps for beverages in general and individually for several different types of beverages. The implications of this approach for creating advertising strategy are also demonstrated and discussed.
51 citations
TL;DR: This article conceptualized mail questionnaire response as a series of responses to a set of stimuli rather than a single decision to respond or not respond, and used cognitive dissonance theory to explain why particular techniques are effective.
Abstract: Despite the large amount of research on mail questionnaires, there has been little effort toward the development of a questionnaire response theory that might guide the design of mail survey research. The authors conceptualize mail questionnaire response as a series of responses to a set of stimuli rather than a single decision to respond or not respond. A review of the mail survey response literature is provided and cognitive dissonance theory is used to explain why particular techniques are effective. Four types of nonrespondents are identified and suggestions are provided for the use of incentives, prenotification, follow-up contacts, type of postage, and cover letter treatments.
44 citations
TL;DR: In this article, the authors validate the use of EEG methods as evaluators of advertising effectiveness by using EEG data from both basic and applied EEG studies, and present new data from their laboratory on the relationships of brain response and respondents' ratings to purchase simulation.
Abstract: Evidence is presented from both basic and applied EEG studies which validates the use of EEG methods as evaluators of advertising effectiveness. Despite variations in methodology and interpretation, there is considerable consensus on the ability of the EEG to reflect cognitive and attentive processes. Studies are also cited which have independently replicated our findings on the relationship of EEG to recall, frequency of ad exposure, and advertising content. New research data from our laboratory are presented on the relationships of brain response and respondents' ratings to purchase simulation. Cross-validation of advertising research methods is also discussed.
32 citations
TL;DR: The results from applied research studies of communications-effect and electroencephalographic (EEG) recording, which took place over the last ten years, employing thousands of respondents, are integrated in this paper.
Abstract: The results from the authors's applied research studies of communications-effect and electroencephalographic (EEG) recording, which took place over the last ten years, employing thousands of respondents, are integrated in this paper. Application of EEG methodology to ad research, rather than theory, is stressed. Brain Wave Analysis1 , an EEG technique, is described. A positive relationship determined between Brain Wave Analysis and sales is discussed, as well as various applications such as “brain typing” the target market. The application of Brain Wave Analysis in determining effective advertising frequency is discussed as it relates to Krugman's three exposure theory. The continuing development of EEG analysis is briefly discussed.
25 citations
TL;DR: The attractiveness of a "pure" measure of individual response to marketing stimuli has given rise to the use of a variety of physiological measures of advertising response as mentioned in this paper, but such measures are neither pure nor of demonstrable usefulness for management decisions.
Abstract: The attractiveness of a “pure” measure of individual response to marketing stimuli has given rise to the use of a variety of physiological measures of advertising response. Unfortunately, such measures are neither “pure” nor, to date, of demonstrable usefulness for management decisions.
22 citations
TL;DR: In particular, perceptions from different sides of a channel dyad may not be in close agreement as discussed by the authors, and some consequences of such a perceptual disparity have been identified in a recent study.
Abstract: There have been numerous attempts to measure power in marketing channels, most relying on perceptions reported by the channel entities. Such measures have been shown to suffer from considerable bias (Phillips 1981). In particular, perceptions from different sides of a channel dyad may not be in close agreement. This study attempts to identify some consequences of such a perceptual disparity.
TL;DR: The effect of time-compressed persuasive communications on listener attitudes was investigated in this article, showing that moderate speeds of 175 and 200 WPM were the preferred rate of speed on most of the dependent measures.
Abstract: The effect of time-compressed persuasive communications on listener attitudes was investigated. Previous research has indicated that faster speech rates enhance the perception of a message with no loss in comprehension. However, many of these studies suffer from methodological problems that make their conclusions tentative. The present study is an attempt to clarify the effects of time compression on commercial messages. Eighty subjects listened to one of two commercial messages at one of four speeds: 150, 175, 200, or 225 words per minute (WPM). Subjects later rated the message on several dependent measures using nine attitude rating scales and one behavioral intention measure. Results show support for the moderate speeds of 175 and 200 WPM being the preferred rate of speed on most of the dependent measures. The results suggest that many of the beneficial effects of faster speech rates previously shown may be artifacts of methodological controls.
TL;DR: In a simulated cola taste test, experimenters' nonverbal behaviors influenced subjects' cola choices, although subjects expressed no awareness of the experimenter's impact as mentioned in this paper, resulting in an association of these internal states with cola preferences.
Abstract: In a simulated cola taste test, experimenters' nonverbal behaviors influenced subjects' cola choices, although subjects expressed no awareness of the experimenters' impact. Nonverbal intimacy behaviors may make subjects feel comfortable in same-sex pairs and uncomfortable in mixed-sex pairs, resulting in an association of these internal states with cola preferences.