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Full-Text Articles in Marketing
Product Placement And The Effects Of Persuasion Knowledge, Stephen Fitch
Product Placement And The Effects Of Persuasion Knowledge, Stephen Fitch
Honors Projects in Marketing
This study examines the effect of persuasion knowledge and cognitive busyness on attitude toward a brand embedded in a popular movie. Product placement is filling an increasingly important role in marketing strategy as conventional techniques have been rendered ineffective by their own ubiquity. Cognitive busyness was hypothesized to cause a product placement message to be processed on a superficial, peripheral level. If joined with persuasion knowledge, the subject’s lack of ability to devote resources to critically evaluate the message would activate compartmentalized knowledge of products and brands increasing the ease of this information’s mental accessibility and thus aid the formation …
Does Brand Image Or Taste Have More Influence On Consumer Preference For Energy Drinks?, Matthew Moore
Does Brand Image Or Taste Have More Influence On Consumer Preference For Energy Drinks?, Matthew Moore
Honors Projects in Marketing
In the past, numerous studies have been completed comparing brand image to product performance. In these studies it has been shown that brand image does have an effect on preferences and observers evaluate product performance differently when brand image is part of the equation. However, Generation Y is often cited as being skeptical of advertising, because they have been bombarded with media their entire lives. Therefore, this study examined a product targeted towards Generation Y, energy drinks, and compared stated brand preferences to actual product performance. The sample was 68 college students from Bryant University varying in age from 18 …
The Impact Of High Risk Propensity On Lifestyle And Consumption Behaviors, Gergely Nemeth
The Impact Of High Risk Propensity On Lifestyle And Consumption Behaviors, Gergely Nemeth
Honors Projects in Marketing
This research investigates the effects of high-risk propensity (as measured by the sensation seeking scale) on lifestyle variables such as substance use and abuse, number of sexual partners and driving behavior, and explores the consumption patterns exhibited by different risk propensity groups. An online survey with 340 participants was conducted; 64 low, 204 medium and 62 high sensation seekers were identified. High sensation seekers exhibited riskier behaviors across all lifestyle and consumption behaviors and led us to conclude that it is, in fact, a constant personality variable. We have not found a significant difference between age and sports activities one …