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Full-Text Articles in Business
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.