摘要:

The results of an experiment that examined the influence of ad format on memory structure for the brand are presented.Mysteryads (i.e., those in which the brand is not identified until the end of the ad) were found to be more effective in building associations in memory between the product category and the brand than identical ads in which the brand was identified early in the ad. These mystery ads were most effective for novel brands, with which viewers were unfamiliar. A possible mechanism for the process is described, and implications of strong category–brand associations for brand choice are discussed.

ISSN:1057-7408    

DOI:10.1016/S1057-7408(08)80042-3

出版商:Wiley    

年代:2008

数据来源: WILEY

ISSN:1057-7408    

DOI:10.1016/S1057-7408(08)80041-1

出版商:Wiley    

年代:2008

数据来源: WILEY

摘要:

A categorization model was proposed to account for the effects of direct, indirect, and no comparison advertising on aspects of new brand evaluation. Direct comparisons were hypothesized to promote exemplar‐based processing, and indirect comparisons were hypothesized to promote prototype‐based processing. Evaluation of attributes of the new brand were hypothesized to depend on the type of processing promoted by the comparative ads. Subjects used comparative response scales to evaluate attributes of the new brands relative to a leading brand or “other brands.” Results supported the utility of developing a more formal categorization model. Indirect comparisons resulted in more favorable evaluation of the new brands relative to “other brands” than to the leading brand, whereas direct comparisons resulted in more favorable evaluation relative to both leading and “other brands.” Both kinds of comparative advertising were more effective than noncomparative advertising in promoting favorable evaluations. I concluded that the categorization model may be useful for accounting for effects of different types of comparative advertising, including association of the new brand with positive category attributes and differentiation of the new brand from competitors on evaluative dimensions.

ISSN:1057-7408    

DOI:10.1016/S1057-7408(08)80043-5

出版商:Wiley    

年代:2008

数据来源: WILEY

摘要:

This research provides a theoretical basis for explaining differences among mothers regarding how they communicate consumer skills and knowledge to their children. Socialization theory based on similarities in general parenting tendencies was used to group mothers. These groups provided a rationale for expecting consumer socialization communication differences. Findings suggest that more general socialization types exhibit differences on specific communication dimensions. Specifically, mothers who are restrictive and warm in relationships with children are also more likely to use communication messages that promote monitoring and control of children's consumption activities. Mothers who generally respect and solicit children's opinions also tend to utilize messages that foster the development of consumption decision‐making abilities in children.

ISSN:1057-7408    

DOI:10.1016/S1057-7408(08)80044-7

出版商:Wiley    

年代:2008

数据来源: WILEY

摘要:

The results of three experiments suggest that consumers' autobiographical memories involving products and product usage experiences are affectively charged. Furthermore, the three experiments demonstrate that the retrieval of autobiographical memories impacts information processing. When autobiographical memories are evoked, there is reduced analysis of product information. There is also clear evidence that cuing autobiographical memories influences ad evaluations. Support for the notion that the affect generated by cuing autobiographical memories influences brand evaluations is weaker. Also, the results demonstrate that autobiographical memories are naturally and spontaneously evoked in response to some types of ads and generate feelings of empathy for the characters and situations in the ad. Thus, together the experiments suggest an avenue for impacting consumer judgments that has not been investigated previously.

ISSN:1057-7408    

DOI:10.1016/S1057-7408(08)80045-9

出版商:Wiley    

年代:2008

数据来源: WILEY

摘要:

We examined how visual information in an ad may interact with and influence processing of verbal information and facilitate or inhibit self‐referent judgments. Self‐referencing is viewed as a mediator between individuals' perceptions of verbal and visual stimuli in advertising and their subsequent attitudes and intentions. A 3 × 2 experimental design was used to examine the effects of three verbal copy strategies (self copy, product benefit copy, and typical user copy) and two visual image strategies (product featured or typical users featured). To enhance realism, the study was conducted in the context of testing a new experimental magazine. The verbal focus of an ad was shown to encourage varying levels of self‐referencing and differential attitudes and intentions when a product visual was featured, but not when a slice‐of‐life setting was featured.Self copy(copy written in the second person vernacular) accompanied by the product visual was the most effective strategy in encouraging self‐referencing and favorable attitudes and intentions.

ISSN:1057-7408    

DOI:10.1016/S1057-7408(08)80046-0

出版商:Wiley    

年代:2008

数据来源: WILEY