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Articles 1 - 6 of 6
Full-Text Articles in Business
"Pick-Any" Measures Contaminate Brand Image Studies, Sara Dolnicar, John R. Rossiter, Bettina Grun
"Pick-Any" Measures Contaminate Brand Image Studies, Sara Dolnicar, John R. Rossiter, Bettina Grun
John Rossiter
Brand image measures using the typical "pick-any" answer format have been shown to be unstable (Rungie et al., 2005). In the present study, we find that the poor stability results are mainly caused by the pick-any measure itself because it allows consumers to evade reporting true associations. Using a forced-choice binary measure, we find that stable brand attribute associations are in fact present with much higher incidence (70%), thus outperforming both the measures predominantly used in industry (pick-any, 41%) and academia (7-point scale measure, 59%). Under simulated optimal conditions the forced-choice binary measure leads to 90% stability of brand-attribute associations …
How Coviewing Reduces The Effectiveness Of Tv Advertising, Steven Bellman, John R. Rossiter, Anika Schweda, Duane Varan
How Coviewing Reduces The Effectiveness Of Tv Advertising, Steven Bellman, John R. Rossiter, Anika Schweda, Duane Varan
John Rossiter
In the present study – a naturalistic laboratory experiment – coviewing of TV commercials reduced their effectiveness (delayed proven ad recall) from 63%, obtained by single viewers, to 43%, for both coviewers. During coviewing, the ‘mere presence of another’ apparently distracts each coviewer’s attention from the screen. The reduction in TV ads’ effectiveness due to coviewing is equivalent to the loss from channel-change zapping, which reduces ad recall to 45%. More deleterious but less prevalent modes of digital video recorder-enabled ad avoidance are skip-button zapping, which reduces recall to 35%, and moderately fast zipping (X 8 fast forward), …
Development And Validation Of An Australian Video Speed Test (Avst), Jennifer Ann Algie, John R. Rossiter
Development And Validation Of An Australian Video Speed Test (Avst), Jennifer Ann Algie, John R. Rossiter
John Rossiter
Anti-speeding educational campaigns (in television commercials, print ads, and outdoor ads, mostly) are constantly being tried but it is difficult to determine which ads are effective in reducing speed. A promising solution to this problem is to use a behavioural simulation such as the Video Speed Test, the VST (Horswill and McKenna, 1999). The driving simulation test involves getting drivers to view video excerpts of a person driving a vehicle in real driving situations. The drivers then are asked to estimate the speed that they would use in the same situations, that is, how many kilometres/hour slower or faster they …
Visual Creativity In Advertising: A Functional Typology, John R. Rossiter, Tobias Langner, Lawrence Ang
Visual Creativity In Advertising: A Functional Typology, John R. Rossiter, Tobias Langner, Lawrence Ang
John Rossiter
There are many ways in which the visuals of an advertisement can be made "creative." In this article, we propose a new typology of visual creative ideas. The typology is functlonal in that the first type, literal product or user visuals, which are "noncreative" in the usual sense gain selective attention, by a product category-involved audience. The other three types, in contrast, are "creative" and can force reflexive attention among low-involved audiences. These are called pure attention getters, including the innate erotic, baby, and direct-gaze schemas, and the learned shock, celebrity, and culture-icon and subculture-icon schemas; distortional attention getters, including …
Predicting The Effectiveness Of Anti-Speeding Tv Advertisements By Skin Conductance Response (Scr), Jennifer Thornton, John R. Rossiter
Predicting The Effectiveness Of Anti-Speeding Tv Advertisements By Skin Conductance Response (Scr), Jennifer Thornton, John R. Rossiter
John Rossiter
The purpose of this study is to determine whether the Hopkins and Fletcher (1994) ad-testing measure - which uses skin conductance response (SCR) to predict the effectiveness of sales messages for commercial products and services - would be similarly predictive for road safety ads. The predictive ability of SCR was tested on four pairs of anti-speeding ads using a behavioural dependent measure of speed choice. Overall, there was a weak correlation between SCR scores and speed choice scores (r = -.116, p < .10), and this was largely due to a strong correlation for one of the eight ads tested Further …
Emotional Branding Pays Off: How Brands Meet Share Of Requirements Through Bonding, Companionship, And Love, John Rossiter, Steven Bellman
Emotional Branding Pays Off: How Brands Meet Share Of Requirements Through Bonding, Companionship, And Love, John Rossiter, Steven Bellman
John Rossiter
Emotional branding is defined here as the consumer’s attachment of a strong, specific, usage-relevant emotion—such as Bonding, Companionship, or Love—to the brand. The present large-scale survey of buyers of frequently purchased consumer products finds that, for such products, full-strength emotional branding is attained among, at most, only about 25 per cent of the brand’s buyers but that, if attained, it pays off massively in terms of personal share of purchases. Emotional branding may well be more widely effective for high involvement, positively motivated products (not surveyed here). It seems that advertising can generate the expectancy of strong, specific, emotional attachment, …