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Full-Text Articles in Business
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 …
Postexperience Advertising Effects On Consumer Memory, Kathryn A. Braun
Postexperience Advertising Effects On Consumer Memory, Kathryn A. Braun
Kathryn A. LaTour
Past research suggests that marketing communications create expectations that influence the way consumers subsequently learn from their product experiences. Since postexperience information can also be important and is widespread for established goods and services, it is appropriate to ask about the cognitive effects of these efforts. The postexperience advertising situation is conceptualized here as an instant source-forgetting problem where the language and imagery from the recently presented advertising become confused with consumers’ own experiential memories. It is suggested that, through a reconstructive memory process, this advertising information affects how and what consumers remember. Consumers may come to believe that their …
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), …
How The Roles Of Advertising Merely Appear To Have Changed, John R. Rossiter, Larry Percy
How The Roles Of Advertising Merely Appear To Have Changed, John R. Rossiter, Larry Percy
John Rossiter
This article is a commentary on the theme of the 2012 ICORIA Conference held in Stockholm, which was about 'the changing role of advertising'. We propose that the role of advertising has not changed. the role of advertising has always been, and will continue to be, to sell more of the branded product or service or to achieve a higher price that consumers are willing to pay than would obtain in the absence of advertising. What has changed in recent years is the notable worsening of the academic-practitioner divide, which has seen academic advertising researchers pursuing increasingly unrealistic laboratory studies, …
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 …
Indigenous Identity In The Nation Brand: Tension And Inconsistency In A Nation's Tourism Advertising Campaigns, Alan Pomering
Indigenous Identity In The Nation Brand: Tension And Inconsistency In A Nation's Tourism Advertising Campaigns, Alan Pomering
Alan Pomering
The purpose of this paper is to discuss one nation's attempts at tourism branding in which elements of Indigenous identity featured as a key element of the brand, arguably impairing persuasion results. The methodology follows a qualitative and interpretivist approach. A recent tourism advertising campaign for Australia is described; observations are made regarding Indigenous Australian identity in relation to the broader national identity; recent international tourist arrival trends are discussed; and connections between this triad are proposed. The campaign under study is also compared with proximate campaigns. The study raises questions about tapping a contested national identity for tourism branding …
Advertising Corporate Social Responsibility: Results From An Experimental Manipulation Of Key Message Variables, Alan Pomering, Lester W. Johnson, Gary Noble
Advertising Corporate Social Responsibility: Results From An Experimental Manipulation Of Key Message Variables, Alan Pomering, Lester W. Johnson, Gary Noble
Alan Pomering
Purpose: The purpose of this paper is to examine how social topic information (STI) and corporate social responsibility commitment (CSRC) substantiate the firm's CSR claims and promote message persuasion. Design/methodology/approach: A 2x2 between-subjects experimental design was used to examine the impact of STI and CSRC on output variables using an online sample of 176 participants in Australia. Findings: The study found that manipulation of STI had a statistically significant impact on outcome variables, but that CSRC did not. Research limitations/implications: The study was limited to Australia and used a fictitious brand in the experiment. Practical implications: For marketing communications and …
Advertising Corporate Social Responsibility: Results From An Experimental Manipulation Of Key Message Variables, Alan Pomering, Lester W. Johnson, Gary Noble
Advertising Corporate Social Responsibility: Results From An Experimental Manipulation Of Key Message Variables, Alan Pomering, Lester W. Johnson, Gary Noble
Gary Noble
Purpose: The purpose of this paper is to examine how social topic information (STI) and corporate social responsibility commitment (CSRC) substantiate the firm's CSR claims and promote message persuasion. Design/methodology/approach: A 2x2 between-subjects experimental design was used to examine the impact of STI and CSRC on output variables using an online sample of 176 participants in Australia. Findings: The study found that manipulation of STI had a statistically significant impact on outcome variables, but that CSRC did not. Research limitations/implications: The study was limited to Australia and used a fictitious brand in the experiment. Practical implications: For marketing communications and …
The Online Advertising And Tracking Industry: Technology, Business Model, And Market Structure, Henk Lm Kox
The Online Advertising And Tracking Industry: Technology, Business Model, And Market Structure, Henk Lm Kox
Henk LM Kox
This research note provides information on the Internet advertising and tracking industry: market structure, business model, targeting technologies, performance criteria, payment structures, main welfare aspects, and recent market trends.