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Articles 1 - 15 of 15
Full-Text Articles in Social and Behavioral Sciences
"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, …
Marketing Measurement Revolution: The C-Oar-Se Method And Why It Must Replace Psychometrics, John R. Rossiter
Marketing Measurement Revolution: The C-Oar-Se Method And Why It Must Replace Psychometrics, John R. Rossiter
John Rossiter
Purpose – New measures in marketing are invariably created by using a psychometric approach based on Churchill’s “scale development” procedure. This paper aims to compare and contrast Churchill’s procedure with Rossiter’s content-validity approach to measurement, called C-OAR-SE. Design/methodology approach – The comparison of the two procedures is by rational argument and forms the theoretical first half of the paper. In the applied second half of the paper, three recent articles from the Journal of Marketing (JM) that introduce new constructs and measures are criticized and corrected from the C-OAR-SE perspective. Findings – The C-OAR-SE method differs from Churchill’s method by …
Dimension-Based Versus Relation-Based Brand Name Design: A Test Of Different Psycholinguistic Theories, Tobias Langner, Franz-Rudolf Esch, John R. Rossiter
Dimension-Based Versus Relation-Based Brand Name Design: A Test Of Different Psycholinguistic Theories, Tobias Langner, Franz-Rudolf Esch, John R. Rossiter
John Rossiter
Conveying distinctive and coherent brand associations is a key concern of modem brand management. Brands with a concise, consumer-relevant, and unique brand image are preferred by consumers. This study considers the contribution brand names can provide to building customer based brand equity. Recent cognitive theories of conceptual combination fonn the theoretical basis for analyzing consumer reactions toward brand names. Following these theories, three techniques to integrate brand name and product are developed. Reaction time measurements and association tests show that the techniques presented are an effective and efficient means to convey a brand's image.
Physically Attractive Presenters And Persuasion: An Experimental Investigation Of Alternative Explanations For The "Patzer Effect", Sandra Praxmarer, John R. Rossiter
Physically Attractive Presenters And Persuasion: An Experimental Investigation Of Alternative Explanations For The "Patzer Effect", Sandra Praxmarer, John R. Rossiter
John Rossiter
This experiment was designed to test alternative explanations for the powerful positive effect of the presenter’s facial attractiveness on persuasion found by Patzer (1985). The explanations tested are: (a) a “conscious Patzer effect” whereby the attractiveness of the presenter prompts conscious cognitive-response inferences about the presenter’s expertise and trustworthiness; (b) a “subconscious Patzer effect” whereby attractiveness persuades via beliefs about the presenter’s expertise and trustworthiness but without conscious cognitive responses; (c) an “affect transfer effect” whereby attractiveness increases liking of the presenter which in turn transfers to a more favorable attitude toward the brand; and (d) a “role-model identification effect” …
A New C-Oar-Se-Based Content-Valid And Predictively Valid Measure That Distinguishes Brand Love From Brand Liking, John R. Rossiter
A New C-Oar-Se-Based Content-Valid And Predictively Valid Measure That Distinguishes Brand Love From Brand Liking, John R. Rossiter
John Rossiter
This article provides a new, C-OAR-SE-based, contrastive measure that distinguishes “brand love” from “brand liking.” The new measure is tested in an empirical study conducted among German university students about brands of products that they buy in four diverse product categories. From a consumer perspective, the incidence of consumers who have a loved brand in the category was found to be only 17% for laundry detergent, 18% for coffee, and 26% for computers, peaking at 45% in the fashion clothing category — findings that suggest that over half of young consumers do not acquire the state of brand love. Turning …
Toward A Valid Measure Of E-Retailing Service Quality, John R. Rossiter
Toward A Valid Measure Of E-Retailing Service Quality, John R. Rossiter
John Rossiter
E-retailers are major players in the field of electronic commerce and their success would seem to depend on service quality, because they are selling the same products that traditional retailers sell. This article critiques Collier and Bienstocks [5] new measure of e-retailing service quality and shows how the stages of e-retailing service quality can be more validly measured by adopting Rossiters [12] C-OAR-SE procedure for scale development. Collier and Bienstock`s measure is insufficiently valid because the measure (1) fails to specify the hierarchical objects that form the construct, and measures the overall object, e-retailing, wrongly by focusing on completed transactions; …
Not Offering Don't Know Options In Brand Image Surveys Contaminates Data, Sara Dolnicar, John R. Rossiter
Not Offering Don't Know Options In Brand Image Surveys Contaminates Data, Sara Dolnicar, John R. Rossiter
John Rossiter
The aims of this study were (1) to understand the extent to which offering or not offering a Don’t know option has the potential of contaminating survey data, and (2) to investigate the interaction between offering a Don’t know option and the verbalisation of scale points. Results from an experimental study with 196 online panel members indicate that empirical data sets can be contaminated if Don’t know options are not offered to respondents who are unable to to assess an object under study. The maximum extent of data contamination could not be determined because only one product category was examined. …
Keynote Address: Cognitive, Emotional, And Hard-Core Behaviourism As Theoretical Paradigms For Consumer Behaviour, John R. Rossiter
Keynote Address: Cognitive, Emotional, And Hard-Core Behaviourism As Theoretical Paradigms For Consumer Behaviour, John R. Rossiter
John Rossiter
When Paula asked me to be the keynote speaker at this conference, I naturally wanted to pick a big, important topic that was relevant to consumer researchers, you, the audience. I am working on three big topics at the moment, between editions of the Rossiter and Percy textbook. One topic is marketing knowledgewhat it is and how we can test it. I have a large ARC grant for that one. A second topic is a new procedure for the measurement of marketing constructs-a replacement for the narrow Churchill procedure that everyone seems to follow. Some of you have seen working …
Three Good Reasons Not To Use Five And Seven Point Likert Items, Sara Dolnicar, Bettina Grun, Friedrich Leisch, John Rossiter
Three Good Reasons Not To Use Five And Seven Point Likert Items, Sara Dolnicar, Bettina Grun, Friedrich Leisch, John Rossiter
John Rossiter
One of the main sources of knowledge development in tourism has been survey research. Through surveys of tourists, surveys of the tourism industry and surveys of residents living in tourism destinations, our understanding of the positive and negative impact of tourism has increased and we are now better able to understand and respond to tourists’ needs. The underlying measure in survey research is the question respondents are asked. In the physical sciences measures are highly calibrated and objective. For example, a thermometer – if not faulty – will show the true temperature of a location at any given time. A …
Advertising Wearout Of Shock-Value Anti-Speeding Ads, Jennifer Thornton, John R. Rossiter
Advertising Wearout Of Shock-Value Anti-Speeding Ads, Jennifer Thornton, John R. Rossiter
John Rossiter
An advertising experiment was conducted to test the advertising wearout of four anti-speeding ads, each with varying underlying "patterns" of fear arousal. The patterns of fear were established beforehand by using a dial designed to track viewers’ reactions in terms of tenseness felt. The advertising experiment involved 284 participants from a first-year University marketing class. Four experimental groups were exposed to the same antispeeding ad each week, for three sequential weeks. Measures were obtained, via a questionnaire, of the participants’ attention paid to the ad, expected effect on speeding behaviour, emotions felt, perceptions of the relevance, believability, realism of the …