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Articles 1 - 30 of 44
Full-Text Articles in Advertising and Promotion Management
Framing The Game: Assessing The Impact Of Cultural Representations On Consumer Perceptions Of Legitimacy, Ashlee Humphreys, Kathryn A. Latour
Framing The Game: Assessing The Impact Of Cultural Representations On Consumer Perceptions Of Legitimacy, Ashlee Humphreys, Kathryn A. Latour
Kathryn A. LaTour
No abstract provided.
Make My Memory: How Advertising Can Change Our Memories Of The Past, Kathryn A. Braun, Rhiannon Ellis, Elizabeth F. Loftus
Make My Memory: How Advertising Can Change Our Memories Of The Past, Kathryn A. Braun, Rhiannon Ellis, Elizabeth F. Loftus
Kathryn A. LaTour
Marketers use autobiographical advertising as a means to create nostalgia for their products. This research explores whether such referencing can cause people to believe that they had experiences as children that are mentioned in the ads. In Experiment 1, participants viewed an ad for Disney that suggested that they shook hands with Mickey Mouse as a child. Relative to controls, the ad increased their confidence that they personally had shaken hands with Mickey as a child at a Disney resort. The increased confidence could be due to a revival of a true memory or the creation of a new, false …
Advertising's Misinformation Effect, Kathryn A. Braun, Elizabeth F. Loftus
Advertising's Misinformation Effect, Kathryn A. Braun, Elizabeth F. Loftus
Kathryn A. LaTour
This research explores whether post-experience advertising alters information learned in a consumer's direct experience. An advertising misinformation effect was obtained for colour memory of a previously seen candy bar wrapper upon both visual and verbal misinformation. However, the misleading visual information produced more ‘remember’ judgements than misleading verbal information. This advertising misinformation effect did not dissipate when the source was discredited. We found that such memory changes can be directly linked to consumer subjective judgements and choices when the misleading information is particularly salient. Not only do these findings constitute a novel generalizability of the misinformation effect, they also have …
Memory Change: An Intimate Measure Of Persuasion, Kathryn A. Braun-Latour, Gerald Zaltman
Memory Change: An Intimate Measure Of Persuasion, Kathryn A. Braun-Latour, Gerald Zaltman
Kathryn A. LaTour
A major goal for advertising is to have an enduring emotional impact on an audience by facilitating their creation of personally relevant understandings of an advertisement. This is achieved through a process of cocreation in which consumers integrate advertising content with their own attitudes, beliefs, and values to produce the meaning of an advertisement. This article proposes an approach to evaluating advertisements that builds on the reconstructive nature of memory, the dominant view of memory today. The reconstructive view of memory holds that the memory for the same event is different each time it is recalled and that the person …
Assessing The Long-Term Impact Of A Consistent Advertising Campaign On Consumer Memory, Kathryn A. Braun-Latour, Michael S. Latour
Assessing The Long-Term Impact Of A Consistent Advertising Campaign On Consumer Memory, Kathryn A. Braun-Latour, Michael S. Latour
Kathryn A. LaTour
How effective is an advertising campaign that has consistently used the same theme since consumers' early childhood? To answer that question one has to consider the effect the campaign has had on consumers' memory. This research begins by discussing the structure of memory and schematic processes that occur when similar or related information is presented over time. Evidence is reviewed which suggests that early exposure would be critical in the brand schema's development. An experiment that tests the strength of the brand schema in a competitive environment and a survey that explores the importance of time of initial exposure to …
Transforming Consumer Experience: When Timing Matters, Kathryn A. Braun-Latour, Michael S. Latour
Transforming Consumer Experience: When Timing Matters, Kathryn A. Braun-Latour, Michael S. Latour
Kathryn A. LaTour
How advertising can influence or change consumers' product experience has been a topic of great interest to marketers. The majority of research has suggested that advertising received prior to an experience can exert the most influence. In 1999, however, Braun introduced the concept of reconstructive memory, and demonstrated that advertising received after an experience can alter how consumers remember their experience. The issue of which order of framing of an experience through advertising is most influential on consumer memory has not yet been investigated. A constructive memory framework that can take into account both forward- and backward-framing effects and an …
I’Ll Have What She’S Having: Gauging The Impact Of Product Placements On Viewers, Sharmistha Law, Kathryn A. Braun
I’Ll Have What She’S Having: Gauging The Impact Of Product Placements On Viewers, Sharmistha Law, Kathryn A. Braun
Kathryn A. LaTour
Product placement in TV shows is becoming increasingly common, yet little is known about its effectiveness nor even how to define and measure such effectiveness. This research examined the effectiveness of product placement with the use of two different types of measures: explicit measures that tap memory directly (with the use of a recognition and recall task), and an implicit measure that measures the effect of exposure on product choice indirectly. It was hypothesized that the ability of product placement to enhance memory and choice may be mediated by distinct mechanisms. The results showed an overall enhancement in product recall, …
How And When Advertising Can Influence Memory For Consumer Experience, Kathryn A. Braun-Latour, Michael S. Latour, Jacqueline E. Pickrell, Elizabeth F. Loftus
How And When Advertising Can Influence Memory For Consumer Experience, Kathryn A. Braun-Latour, Michael S. Latour, Jacqueline E. Pickrell, Elizabeth F. Loftus
Kathryn A. LaTour
Recent "paradigm shifting" research in consumer behavior dealing with reconstructive memory processes suggests that advertising can exert a powerful retroactive effect on how consumers remember their past experiences with a product. Building on this stream of research, we have executed three studies that incorporate the use of false cues with the aim of shedding new light on how post-experience advertising exerts influence on recollection. Our first experiment investigates an important but yet unexplored issue to advertisers who are perhaps reticent about embracing this paradigm: Does the false cue fundamentally change how consumers process information? After finding that when the false …
Increasing College Football Attendance: An Exploratory Study Of Fan Typology, Oscar T. Mcknight, Ronald Paugh, Jordan Mcknight, Wenhui Jin
Increasing College Football Attendance: An Exploratory Study Of Fan Typology, Oscar T. Mcknight, Ronald Paugh, Jordan Mcknight, Wenhui Jin
Oscar T McKnight Ph.D.
No sport enjoys more popularity in the USA than football. However, not every college can fill their stadium. This study examined spectator typology and college football attendance. Four typologies emerged as well as a chronology of expectations for game events. Presented is PUNT a sport marketing strategy to increase football game attendance.
Quality Is Becoming More About Taste And Less About Cost: Eeg And Survey Study On Consumer Behavior, Charnetta Brown, Adriane Randolph, Janee Burkhalter
Quality Is Becoming More About Taste And Less About Cost: Eeg And Survey Study On Consumer Behavior, Charnetta Brown, Adriane Randolph, Janee Burkhalter
Adriane B. Randolph
No abstract provided.
Using The Fcb Grid To Evaluate A Failed Mental Health Levy: The Marketing Implications Of Stigma, Oscar T. Mcknight, Ronald Paugh, Steffi Liotta, Wenhui Jin
Using The Fcb Grid To Evaluate A Failed Mental Health Levy: The Marketing Implications Of Stigma, Oscar T. Mcknight, Ronald Paugh, Steffi Liotta, Wenhui Jin
Oscar T McKnight Ph.D.
This research found that using the FCB Grid to develop and evaluate a mental health levy campaign has merit. Likewise, stigma has both positive and negative impact on a mental health levy. Introduced is the ‘STIGMA’ planning model to help mental health professionals pass a public mental health levy.
Examining The Use Of Focus Groups In Economic Development Initiatives, Oscar T. Mcknight, Ronald Paugh, Brian Nestor, Shawn Yambor
Examining The Use Of Focus Groups In Economic Development Initiatives, Oscar T. Mcknight, Ronald Paugh, Brian Nestor, Shawn Yambor
Oscar T McKnight Ph.D.
City officials often use focus groups in economic development. However, findings indicate that group dynamics can threaten validity when seeking consensus. Data suggest a strong rebound effect for participants to return to their earlier pre-focus group assessment beliefs. Introduced is the ‘BUCKS’ Planning Model for facilitating city economic development initiatives.
Ohio Student Social Skills Training Program Is Very Successful, David Volosin, Oscar T. Mcknight, John Sikula
Ohio Student Social Skills Training Program Is Very Successful, David Volosin, Oscar T. Mcknight, John Sikula
Oscar T McKnight Ph.D.
This article reports on research conducted in the Parma City Schools, Ohio by The Society for Prevention of Violence (SPV). The SPV is dedicated to reducing the prevalence of violent acts and asocial behaviors of children and adults through education. It accomplishes this mission by teaching children and adults the use of the skills necessary to build their character. Findings suggest that the SPV program improves the ability of children within class to pay attention and be organized. The greatest improved social behaviors for participants were in helping others who are having trouble; increased ability to initiate positive interactions; and, …
Public Perception Study 2011: Mental Illness, Drug And Alcohol Abuse, Oscar T. Mcknight
Public Perception Study 2011: Mental Illness, Drug And Alcohol Abuse, Oscar T. Mcknight
Oscar T McKnight Ph.D.
This study examined the public perception of mental illness, drug and alcohol abuse. Field-interviews with participants occurred "on the street" with no difficulty. Participants offered ten general recommendations to professionals developing programs for mental illness, drug or alcohol abuse. The public stressed the professional responsibilities of physicians, pharmacists, counselors and teachers to prevent drug abuse.
Student Affairs Program Evaluation: A Factor Analytic Solution, Oscar T. Mcknight
Student Affairs Program Evaluation: A Factor Analytic Solution, Oscar T. Mcknight
Oscar T McKnight Ph.D.
This program and presentation addresses the use of factor analysis in program evaluation. Specific focus will highlight the development and selection of marker items. The goal is to label and interpret factors according to targeted questions of interest. Therefore, results are not only descriptive, but predictive - with practical application to student retention and satisfaction. Process is useful for benchmarking best practices; measuring student satisfaction and learning; tracking student participation; evaluating program results; determining future program or service needs; and, assessing effectiveness of delivered programs.
Cleveland Schools Social Skills Training Program Showing Positive Results, David Volosin, Oscar T. Mcknight, John Sikula
Cleveland Schools Social Skills Training Program Showing Positive Results, David Volosin, Oscar T. Mcknight, John Sikula
Oscar T McKnight Ph.D.
This article reports on research conducted in the Cleveland Metropolitan School District by the Society for Prevention of Violence (SPV). A total of 1500 students and 150 teachers participated in a social skills training program. Statistically significant positive results were found over the course of the 2009 - 2010 school year. A positive change in the school environment was documented via a thirty-five item learning survey. Because of the positive results, during the 2010 - 2011 school year, SPV's social skills training program is being implemented in all three Parma middle schools.
A Primer For Economic Development Directors And Other Social Entrepreneurs: Using 'Cash' As A Management Practice, Oscar T. Mcknight, Ronald Paugh, Aaron Mcknight, Melinda Belden
A Primer For Economic Development Directors And Other Social Entrepreneurs: Using 'Cash' As A Management Practice, Oscar T. Mcknight, Ronald Paugh, Aaron Mcknight, Melinda Belden
Oscar T McKnight Ph.D.
City and community oficials are responsible for developing and sustaining economic growth. This research focuses on Best Practices Cities - those with current and predicted economic growth above the national average - and the specific management practices that are responsible for such growth. The CASH model is presented to assist city planners and other social entrepreneurs in their economic development initiatives.
Strategic Marketing For Economic Development: A Comparative Study, Megan Polak, Oscar T. Mcknight, Ronald Paugh
Strategic Marketing For Economic Development: A Comparative Study, Megan Polak, Oscar T. Mcknight, Ronald Paugh
Oscar T McKnight Ph.D.
This study surveyed economic development directors from 118 cities from within the continental United States. The research concern was their strategic economic development plan. Electronic surveys asked participants to identify strategic components of their economic development plan; first, by intent of focus and second by rank-order. Designated areas of economic development included: Retail, Commercial, Residential or Industrial. In addition, the survey inquired as to their planned marketing communication channel and expected reach (i.e. footprint). Findings suggested that most cities were seeking to promote "all areas equally" - industrial development surfaced as the area of economic development listed with the highest …
Customer Satisfaction With College Choice: Something To Scream About When Addressing Cognitive Dissonance, Buyer's Remorse, And The Experience Of Regret, Oscar T. Mcknight, Ronald Paugh, Aaron Mcknight, Heidi Parker
Customer Satisfaction With College Choice: Something To Scream About When Addressing Cognitive Dissonance, Buyer's Remorse, And The Experience Of Regret, Oscar T. Mcknight, Ronald Paugh, Aaron Mcknight, Heidi Parker
Oscar T McKnight Ph.D.
A modified Thematic Apperception Test [TAT] was administered to undergraduate students to assess dissonance, remorse and regret with their college choice. Results indicate a “roller coaster” affect associated with overall customer satisfaction. The SCREAM model is provided to assist marketing and enrollment managers in their retention efforts.
Marketing To Entrepreneurs, Site Selectors And Relocation Professionals: An Action Plan For Community Economic Development, Oscar T. Mcknight, Ronald Paugh, Aaron Mcknight, Megan Polak
Marketing To Entrepreneurs, Site Selectors And Relocation Professionals: An Action Plan For Community Economic Development, Oscar T. Mcknight, Ronald Paugh, Aaron Mcknight, Megan Polak
Oscar T McKnight Ph.D.
Community officials offer an array of incentives to stimulate local business growth, unaware of the salient criteria that determine location decisions. An analysis of proprietary research reports and site selector feasibility studies indicates specific criteria that are universally evaluated, nine of which undermine economic development initiatives. An ‘ACTION’ plan is provided to assist city planners’ efforts in appealing to site selection professionals.
The New Millennium And Online Counseling: Ecological Practice, Concerns And Discussion, Oscar T. Mcknight
The New Millennium And Online Counseling: Ecological Practice, Concerns And Discussion, Oscar T. Mcknight
Oscar T McKnight Ph.D.
For counselors, the ecosystem is vast and encompassing; and professionals must understand the client in both context and time. This in and of itself is a daunting task; now, enter the New Millennium and on-line counseling. The Web is the poster child of interconnectivedness and interdependence of systems; however, is the Web bringing us closer or further apart? The Web is transforming society and potentially the ecological context of counseling. A review is necessary.
The Massillon Artful Living Project: Some Positive Results Are Evident, Oscar T. Mcknight, John Sikula, Gary Zoldesy
The Massillon Artful Living Project: Some Positive Results Are Evident, Oscar T. Mcknight, John Sikula, Gary Zoldesy
Oscar T McKnight Ph.D.
The Massillon Artful Living Project (ALP) was created to immerse developing minds in the fine arts and to enhance the creativity, social skills, and academic achievement of preschool children. The data analyses to date support program expansion. Also, feedback by teachers, parents, administrators and community arts providers are positive.
Re-Examining The Helicopter Parent: What Every Marketing Professional In Higher Education Should Know, Oscar T. Mcknight, Ronald Paugh, Aaron Mcknight, Heidi Parker
Re-Examining The Helicopter Parent: What Every Marketing Professional In Higher Education Should Know, Oscar T. Mcknight, Ronald Paugh, Aaron Mcknight, Heidi Parker
Oscar T McKnight Ph.D.
This research seeks to determine specific differences regarding "areas of concern" between helicopter and non-helicopter parents during the college selection process. Research findings indicate that a consistent clustering of economic factors is preeminent for both the helicopter and non-helicopter parent. A comprehensive revies of parental concerns and an engagingb marketing strategy, "EMS" are offered.
Marketing To Helicopter Parents: Hovering Headache Or Untapped Economic Resource, Oscar T. Mcknight, Ronald Paugh, Aaron Mcknight, Heidi Parker
Marketing To Helicopter Parents: Hovering Headache Or Untapped Economic Resource, Oscar T. Mcknight, Ronald Paugh, Aaron Mcknight, Heidi Parker
Oscar T McKnight Ph.D.
Too often helicopter parents are deemed bothersome to professionals in higher education. However, this research indicates that helicopter parents are a niche market. Thus, incorporating the helicopter parent into a university's offical target marketing campaign appears warranted and necessary given the current economic climate.
The Massillon Academic Success Project: An Investigation Of How Disadvantaged African American Students Can Rise Above Barriers To Academic Achievement, Oscar T. Mcknight
The Massillon Academic Success Project: An Investigation Of How Disadvantaged African American Students Can Rise Above Barriers To Academic Achievement, Oscar T. Mcknight
Oscar T McKnight Ph.D.
No abstract provided.
Blink And They're Gone: A "Quick-Take" On Impulse Purchase Behavior And Enrollment Marketing In Higher Education, Oscar T. Mcknight, Ronald Paugh, Vahn Knight
Blink And They're Gone: A "Quick-Take" On Impulse Purchase Behavior And Enrollment Marketing In Higher Education, Oscar T. Mcknight, Ronald Paugh, Vahn Knight
Oscar T McKnight Ph.D.
The college-decision process that prospective students make has been characterized as deliberate and prolonged -- a classic extensive problem solving behavior model. New research indicates that a significant proportion of students engage in impluse purchase behavior when choosing a college. Marketing implications for enrollment management and "Blink An Intervention Model" are presented
Channeling Buzz Or Bucks? Ethical Implications For Marketing, Oscar T. Mcknight, Ronald Paugh, Vahn Knight
Channeling Buzz Or Bucks? Ethical Implications For Marketing, Oscar T. Mcknight, Ronald Paugh, Vahn Knight
Oscar T McKnight Ph.D.
Too often higher education officials equate successful enrollment management with determining the appropriate financial-aid package, assuming the student matriculates. However, there are competing theories as to why a student may be attracted to a particular college. Could it be the "buzz"? This study examines the relationship between buzz and bucks with respect to enrollment objectives. Research findings indicate that it is not an either-or proposition. Moreover, marketers are presented with an ethical responsibility to safeguard the public.
East Meets West, Or Vice-Versa: Exploring A Hybrid Pedagogical Approach To Global Instruction, Ronald Paugh, Oscar Mcknight, Jun Gong
East Meets West, Or Vice-Versa: Exploring A Hybrid Pedagogical Approach To Global Instruction, Ronald Paugh, Oscar Mcknight, Jun Gong
Oscar T McKnight Ph.D.
In an increasing multicultural classroom a Confucian-Socratic framework is used to highlight fundamental differences in learning approaches between Eastern and Western cultures. However, educators must also be aware of inherent similarities if best practices are to be gleaned and implemented with ingenuity in the classroom. Therefore, innovations and insights into the qualitative-quantitative continum of contemporary research are offered as an analogue to help build a hybrid model of global instruction. A new Mobius Model of Global Instruction is introduced that emphasizes a multicultural perspective
Using Advertising Principles To Help Marketing Students Land Their First Job, Ronald Paugh, Oscar T. Mcknight, Setor Danku
Using Advertising Principles To Help Marketing Students Land Their First Job, Ronald Paugh, Oscar T. Mcknight, Setor Danku
Oscar T McKnight Ph.D.
As competition intensifies for entry-level marketing jobs, students of marketing must become more adept at sharpening their self-marketing and job search skills. The authors illustrate how advertising principles can be applied to this "creative" endeavor
A New Paradigm In Student Course Evaluation: From Instructor Satisfaction To Course Content, Oscar T. Mcknight, Ronald Paugh, M Manzo
A New Paradigm In Student Course Evaluation: From Instructor Satisfaction To Course Content, Oscar T. Mcknight, Ronald Paugh, M Manzo
Oscar T McKnight Ph.D.
No abstract provided.