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Impact Of Death-Related Television Programming On Advertising Evaluation, Priyamvadha Rangan, Surendra N. Singh, Mark J. Landau, Jungsil Choi
Impact Of Death-Related Television Programming On Advertising Evaluation, Priyamvadha Rangan, Surendra N. Singh, Mark J. Landau, Jungsil Choi
Business Faculty Publications
Programming that depicts or implies death constitutes a vital component of daily television broadcasts, yet the impact of such programming on the evaluation of embedded advertising remains unexplored. Using terror management theory, we propose that exposure to routine and commonplace death-related television programming will lead to the differential evaluation of ensuing advertisements depending on whether they are perceived to be of domestic or foreign origin, and that this effect is contingent on the nature of the death-related cognitions at play at the time of ad exposure. Further, the death-related program context effects on embedded advertising are unique—ads at the end, …
The Odd-Ending Price Justification Effect: The Influence Of Price Endings On Hedonic And Utilitarian Consumption, Jungsil Choi, Yexin J. Li, Priyamvadha Rangan, Promothesh Chatterjee
The Odd-Ending Price Justification Effect: The Influence Of Price Endings On Hedonic And Utilitarian Consumption, Jungsil Choi, Yexin J. Li, Priyamvadha Rangan, Promothesh Chatterjee
Business Faculty Publications
This paper examines how odd-ending pricing influences consumption of hedonic and utilitarian products. Four studies test the hypothesis that the discount image associated with odd-ending prices reduces anticipated guilt and provides justification for hedonic consumption – an effect the authors label the odd-ending price justification effect (OPJE). Study 1 reveals people are more likely to choose hedonic over utilitarian products when they have odd-ending prices. Study 2 finds that the effect of odd-ending prices on hedonic consumption is mediated by guilt reduction. Study 3 reveals a boundary condition for the OPJE – purchase likelihood of hedonic products increases only when …
National And Store Brand Advertising Strategies, Jenyi Chen, Stanko Dimitrov
National And Store Brand Advertising Strategies, Jenyi Chen, Stanko Dimitrov
Business Faculty Publications
As the propensity of premium store brands (SBs) increases, retailers must consider different ways to drive sales besides promotional strategies. With this in mind, we consider a national brand (NB) and a (premium) SB co-existing in a market. Each brand has to decide the amount to invest in advertising its product and the prices to charge its customers, which can be determined separately or in unison. When either advertising expenditures or pricing decisions are set, each brand must keep in mind that the advertising efforts and revenue may spillover between the two brands, customers who intend to purchase the NB …
Do Sensory Ad Appeals Influence Brand Attitude?, Sung-Joon Yoon, Ji Eun Park
Do Sensory Ad Appeals Influence Brand Attitude?, Sung-Joon Yoon, Ji Eun Park
Business Faculty Publications
This article presents two studies that investigate whether or not sensory appeal preferences in advertisements affect brand attitude. Study 1 seeks to discover empirically whether self-referencing and positive affect mediate sensory appeals to influence consumers' attitudes toward a brand, and whether such mediation effects differ across various ad formats. Study 2, a case approach, attempts to derive core sensory concepts through qualitative techniques as applied to an established specialty coffee brand. The results indicate that self-referencing and positive affect both have significant mediating effects between sensory appeal preferences and attitudes toward a coffee brand. Moreover, the finding that sensory preferences …
What Type Of Framing Message Is More Appropriate With Nine-Ending Pricing?, Jungsil Choi, Kiljae Lee, Yong-Yeon Ji
What Type Of Framing Message Is More Appropriate With Nine-Ending Pricing?, Jungsil Choi, Kiljae Lee, Yong-Yeon Ji
Business Faculty Publications
While the effect of nine-ending prices on purchases has been well documented, studies that examine the impact of this pricing technique in the context of advertisements are rare. This paper examines the joint effect of the pricing technique and message frames on the advertisement efficacy. Since a nine-ending price is compatible with gain-framed messages due to its gain image, we propose that nine-ending pricing strengthens the effectiveness of gain-framed messages (versus loss-framed messages) on the overall advertisement efficacy. The results of two experiments provide support for this hypothesis.
The Effect Of Product Positioning In A Comparison Table On Consumers' Evaluation Of A Sponsor, Jungsil Choi, Duane W. Myer
The Effect Of Product Positioning In A Comparison Table On Consumers' Evaluation Of A Sponsor, Jungsil Choi, Duane W. Myer
Business Faculty Publications
No abstract provided.