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Articles 1 - 8 of 8
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 …
Software Architecture And Development For Controlling A Hubo Humanoid Robot, Anne Giulia Pellicciotti
Software Architecture And Development For Controlling A Hubo Humanoid Robot, Anne Giulia Pellicciotti
Open Access Theses
This study considers the level of involvement of participants viewing bilingual and English language TV commercials. It analyzes results from 295 non-Hispanic participants studying at a Midwestern university. In the study, participants were asked to view four commercials. Using Zaichkowsky's (1994) 10-item Personal Involvement Inventory (PII), participants scaled the advertisements on a 7-level scale. The scale evaluated participants' emotional and cognitive involvement with the ad. This between-subjects design required that participants be randomly separated into viewing all-English or all-bilingual advertisements. Findings showed no significant difference in involvement levels between bilingual or English commercials within this demographic group. Those with higher …
Selling Life To Abortion-Seekers: A Content Analysis Of Passive And Active Persuasion In Crisis Pregnancy Center Marketing, Alexander Kocman
Selling Life To Abortion-Seekers: A Content Analysis Of Passive And Active Persuasion In Crisis Pregnancy Center Marketing, Alexander Kocman
Masters Theses
For supporters of the pro-life cause, crisis pregnancy centers (or CPC's) have become the "darlings of the movement," according to the New York Times (Belluck, 2013), offering women with unplanned pregnancies free advice, information, classes, childcare, and needed supplies. For abortion advocates, such establishments are intended to seduce vulnerable abortion-seekers into a situation where they will be counseled out of an abortion and possibly even proselytized. Yet for as much controversy as exists in the news media, medical community, and legal realm about CPC's, there is an unsettling lack of understanding of how--and why--CPC's market themselves the way they do. …
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), …
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 …
Comparing Portrayals Of Beauty In Outdoor Advertisements Across Six Cultures: Bulgaria, Hong Kong, Japan, Poland, South Korea, And Turkey, Pamela Morris
Pamela K. Morris
This research expands scholarship on cross-cultural investigations by examining ideas of beauty through the lens of outdoor advertisements. Using a content analysis method, 293 images of women in outdoor advertisements from six different cultures, including Bulgaria, Hong Kong, Japan, Poland, South Korea, and Turkey, were reviewed through a framework of advertising and consumer culture, globalization, and theories of beauty. The findings revealed that differences across cultures exist and that beauty ideals are culture dependent.
Layers Of Law: The Case Of E-Cigarettes, Eric A. Feldman
Layers Of Law: The Case Of E-Cigarettes, Eric A. Feldman
All Faculty Scholarship
This paper, written for a symposium on "Layers of Law and Social Order," connects the current debate over the regulation of electronic cigarettes with socio-legal scholarship on law, norms, and social control. Although almost every aspect of modern life that is subject to regulation can be seen through the framework ‘layers of law,’ e-cigarettes are distinguished by the rapid emergence of an unusually dense legal and regulatory web. In part, the dense fabric of e-cigarette law and regulation, both within and beyond the US, results from the lack of robust scientific and epidemiological data on the behavioral and health consequences …