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1 – 10 of 53The author examined effects of endorser type and message framing on visual attention and ad effectiveness in health ads, including the moderator of involvement. This paper aims to…
Abstract
Purpose
The author examined effects of endorser type and message framing on visual attention and ad effectiveness in health ads, including the moderator of involvement. This paper aims to discuss this issue.
Design/methodology/approach
An experiment was conducted with a 2 (celebrity vs. expert) × 2 (positive vs. negative framing) between-subject factorial design. Eye-tracking measured visual attention and a questionnaire measured ad effectiveness and product involvement.
Findings
Experimental data from 78 responses showed no vampire effect in the health advertisements. Celebrity endorsement with negative message framing received more attention and had less ad recall than that with positive message framing. Negative and positive message framing attracted the same amount of attention and ad recall in the expert endorsement condition. High involvement participants paid more attention to the ad message with the expert than that with the celebrity, but ad recall was not significantly increased. Low involvement participants exhibited the same attention to the ad message with the expert and with the celebrity, but had greater recall of the ad message with the expert. Visual attention to the endorser was associated with ad attitude but not with ad recall. Ad attitude impacted behavioral intention.
Originality/value
Studies examining influences of celebrity and message framing on ad effectiveness have focused on the response to advertising stimuli, not the information process. The author provides empirical evidence of the viewers' information processing of endorsers and health messages, and its relationship with ad effectiveness. The study contributes to the literature by combining endorser and message framing in health ads to promote public health communication from the information processing perspective.
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Valeria Noguti and David S. Waller
This research investigates how consumers who are most active on Facebook during the day vs in the evening differ, differ in their ad consumption, and how advertising effects vary…
Abstract
Purpose
This research investigates how consumers who are most active on Facebook during the day vs in the evening differ, differ in their ad consumption, and how advertising effects vary as a function of a key moderator: gender.
Design/methodology/approach
Using a survey of 281 people, the research identifies Facebook users who are more intensely using mobile social media during the day versus in the evening, and measures five Facebook mobile advertising outcomes: brand and product recall, clicking on ads, acting on ads and purchases.
Findings
The results show that women who are using social media more intensely during the day are more likely to use Facebook to seek information, hence, Facebook mobile ads tend to be more effective for these users compared to those in the evening.
Research limitations/implications
This contributes to the literature by analyzing how the time of day affects social media behavior in relation to mobile advertising effectiveness, and broadening the scope of mobile advertising effectiveness research from other than just clicks on ads to include measures like brand and product recall.
Practical implications
By analyzing the effectiveness of mobile advertising on social media as a function of the time of day, advertisers can be more targeted in their media buys, and so better use their social media budgets, i.e. advertising is more effective for women who use social media (Facebook) more intensely during the day than for those who use social media more intensely in the evening as the former tend to seek more information than the latter.
Social implications
This research extends media ecology theory by drawing on circadian rhythm research to provide a first demonstration of how the time of day relates to different uses of mobile social media, which in turn relate to social media mobile advertising consumption.
Originality/value
While research on social media advertising has been steadily increasing, little has been explored on how users consume ads when they engage with social media at different periods along the day. This paper extends media ecology theory by investigating time of day, drawing on the circadian rhythm literature, and how it relates to social media usage.
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Jianyu Ma, Noel Scott and Yu Wu
Tourism destination marketers use videos that incorporate storytelling and visual and audio components to evoke emotional arousal and memorability. This study aims to examine the…
Abstract
Purpose
Tourism destination marketers use videos that incorporate storytelling and visual and audio components to evoke emotional arousal and memorability. This study aims to examine the increase in participants’ level of arousal and the degree of memorability after watching two different videos.
Design/methodology/approach
A quasi-experimental study was conducted with 45 participants who watched two destination promotional videos. One video used storytelling whereas the other used scenic images and music. The level of arousal was measured using both tonic and phasic electrodermal activity levels. The memorability of each video was measured after seven days by testing the recall accuracy.
Findings
Scenic imagery and music videos were associated with higher-than-average arousal levels, while storytelling videos generated larger-amplitude arousal peaks and a greater number of arousal-evoking events. After a week, the respondents recalled more events from the storytelling video than from the scenery and musical advertisements. This finding reveals that the treatment, storytelling and sensory stimuli in advertising moderate the impact of arousal peaks and memorability.
Originality/value
These results indicate that nonnarrative videos using only sceneries and music evoked a higher average level of arousal. However, memorability was associated with higher peak levels of arousal only in narrative storytelling. This is the first tourism study to report the effects of large arousal peaks on improved memorability in advertising.
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Keywords
- Arousal
- Advertising memorability
- Electrodermal activity (EDA)
- Scenery and music
- Storytelling
- Tourism destination advertising promotion
- 情绪唤醒度; 广告记忆; 皮肤电反馈(EDA); 风光与音乐类视频广告
- 故事类视频广告; 旅游目的地广告促销
- Excitación
- memorabilidad publicitaria
- actividad electrodérmica (AED)
- paisaje y música
- narración
- promoción publicitaria de destinos turísticos
Hsiang-Ming Lee, Ya-Hui Hsu, Tsai Chen, Wei-Yuan Lo and Wei-Chun Chien
The purpose of this study is to understand the effect of different brand positions (underdog vs top dog) and comparative advertising on consumers’ brand attitudes. Additionally…
Abstract
Purpose
The purpose of this study is to understand the effect of different brand positions (underdog vs top dog) and comparative advertising on consumers’ brand attitudes. Additionally, this study also aims to demonstrate the effects of inspiration, self-relevance and empathy on the relationship between brand positioning and comparative advertising.
Design/methodology/approach
A two-by-three factorial design was employed with brand positions (underdog vs top dog) and three types of comparative advertising (noncomparative, indirect comparative and direct comparative) as the independent variables. Inspiration serves as the mediator, while self-relevance and empathy act as moderators and brand attitude is the dependent variable.
Findings
The results show that different brand positions significantly affect brand attitudes, with respondents having a better brand attitude toward the underdog brand. Brand attitude is partially mediated by inspiration. Self-relevance moderates the relationship between brand positioning and brand attitude. However, brand positioning, comparative advertising and empathy do not have interaction effects.
Research limitations/implications
This study contributes to a better understanding of the effect of psychological variables on brand positioning and comparative advertising.
Practical implications
The results suggest that the underdog setting requires a real and honest story because consumers will spot a fake underdog story, which will damage consumer trust in the brand and harm the brand image.
Originality/value
There is a lack of research using psychological variables to demonstrate the effect of being the underdog brand. This study contributes to the literature by employing psychological variables to illustrate the effect of underdog positioning. These findings can help brands develop branding positioning strategies.
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Divya Surendran Nair and Seema Bhandare
The purpose of this study was to examine how well a strength-based program grounded in positive psychology principles can advance the practical critical thinking skills of those…
Abstract
Purpose
The purpose of this study was to examine how well a strength-based program grounded in positive psychology principles can advance the practical critical thinking skills of those pursuing the teacher training course.
Design/methodology/approach
This study used a single-group pre-test post-test design with 35 teacher-trainees from the Bachelor of Education course. The two-and-a-half-week strength-based program used the values in action survey to identify strengths. Pre- and post-test scores, measured with the Cornell Critical Thinking Test – Level Z, underwent Statistical Package for Social Sciences analysis including paired samples t-test for subcomponent and overall composite analysis.
Findings
Analysis of the pre- and post-test scores demonstrated a statistical significance in the critical thinking scores obtained by the teacher-trainees. Post-test scores were consistently significant. Out of the elements of critical thinking, induction, meaning, observation and credibility were more prominent. Deduction and assumption identification were also having a significant effect.
Originality/value
Most critical thinking programs focus on evaluating specific teaching methods for improving critical thinking skills. In education, positive psychology studies often center on students’ well-being, attention spans and academic success, aligning with wellness programs. Despite the importance of strengths in positive psychology, there is a lack of research on using a strength-based approach to boost critical thinking skills. This study aims to enhance teacher-trainees’ critical thinking by leveraging their individual strengths, moving away from traditional instructional strategies.
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This study aims to examine the symbolic meanings of the local shopping malls inscribed by the shoppers from the sociocultural lens other than merely departing from the economic…
Abstract
Purpose
This study aims to examine the symbolic meanings of the local shopping malls inscribed by the shoppers from the sociocultural lens other than merely departing from the economic dimensions.
Design/methodology/approach
In this research, Kwai Chung Plaza was adopted as the case study. The author interviewed 12 local shoppers through an in-depth individual interview. All interviewees were selected through convenience and snowball sampling. All names of the participants in this paper are kept pseudonymous to protect their privacy.
Findings
An integrated model, which consists of three major levels, namely, the spatial, individual and community levels, has been formed to show that the shopping mall was not merely a place for buy-and-sell transactions but rather a place that could be understood as an extension of the street, a body of collective memories and a place for Hongkongers.
Research limitations/implications
The most significant limitation of this study was the lack of a diversified demographic profile adding that the sample was restricted to the young generation. It is recommended that future research should consider including interviews with middle-aged and old-aged shoppers to ensure the generalizability of results. Future research may also consider examining other small/medium-sized shopping malls for comparison.
Originality/value
The findings demonstrated the diversified social roles and functions of the local shopping malls in a community. In addition, the present study, to the author’s knowledge, is one of the few scholarly discussions on small/medium-sized shopping malls from a sociocultural perspective.
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This study aims to understand consumers' reactions to hospitality corporate social responsibility (CSR) campaigns under different resource scarcity reminders, an important but…
Abstract
Purpose
This study aims to understand consumers' reactions to hospitality corporate social responsibility (CSR) campaigns under different resource scarcity reminders, an important but overlooked contextual factor, and examine how such scarcity reminders interact with message framing, a widely used technique in CSR communication.
Design/methodology/approach
Three experimental studies were conducted. Studies 1 and 2 examined the main effect of resource scarcity reminders (environmental vs personal) on consumer engagement via self-other orientation. Study 3 further investigated the interactive effect between resource scarcity reminders (environmental vs personal) and message framing (gain vs loss) with hope as a key mediator.
Findings
Studies 1 and 2 show that environmental (vs personal) scarcity activates a more salient other orientation, subsequently increasing consumers' donation and word-of-mouth intentions. Study 3 reveals that environmental (vs personal) scarcity makes people more hopeful with gain-framed messages. Moreover, the elevated hope enhances perceived efficacy (attitude toward the company), leading to higher donation (word-of-mouth) intention.
Practical implications
Hospitality marketers could remind consumers of the harsh environment to elicit other orientation and encourage CSR participation. Using gain-framed messages or other hope-inducing appeals would be particularly advantageous in engaging consumers in CSR campaigns during heightened environmental scarcity.
Originality/value
Focusing on consumer responses to CSR campaigns, to the best of the authors’ knowledge, this research is the first to reveal reminders of resource scarcity as a novel antecedent factor and further uncover how such reminders interact with message framing to affect CSR engagement.
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Lin Zhu, Yan Wang and Yanhong Chen
Mothers sharing images and information on social media about their children is a contemporary cultural norm. While the practice has been heavily discussed in popular media, there…
Abstract
Purpose
Mothers sharing images and information on social media about their children is a contemporary cultural norm. While the practice has been heavily discussed in popular media, there is a lack of empirical research examining the phenomenon from the perspectives of parents and adolescent children in China. The current study aims to find out whether or not mothers and their children engage in discussions about sharenting and how adolescents negotiate their privacy concerns with their mothers.
Design/methodology/approach
The current study examined how parents and their children make sense of sharenting via semi-structured interviews with 16 Chinese mothers. In addition, the study enlisted 21 adolescents to examine their perspectives on sharenting. Data were analyzed using thematic analysis.
Findings
Results showed that although documentation is articulated as the primary sharenting motivation, identity management is a major drive behind sharenting. The dynamics between mothers and their children, as well as between adolescents and their parents, are also explored regarding the issues of consent, privacy and identity.
Research limitations/implications
This study has theoretical implications for the communication privacy management (CPM) theory, as it underscores the dynamic nature of privacy management, shaped by cultural norms, family dynamics and evolving communication technologies. It also adds value for campaign practitioners to provide education programs on the serious consequences of sharenting.
Originality/value
This research serves as a starting point to further explore a child’s entrance to adulthood as our culture’s first true digital natives who will bear extensive online and offline identities.
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Majid Kanbaty, Andreas Hellmann, Lawrence Ang and Liyu He
Although photographs in sustainability reports are useful in conveying complex messages, they may also be used to manipulate the presentation of disclosures to exploit the limited…
Abstract
Purpose
Although photographs in sustainability reports are useful in conveying complex messages, they may also be used to manipulate the presentation of disclosures to exploit the limited cognitive processing capacity of humans. Therefore, this paper aims to examine the features of photographs aimed at capturing individuals’ attention through visual structures and evoking specific emotions through carefully chosen content. Furthermore, it examines whether such framing practice is explained by incentives for legitimizing behaviours and influencing reputation.
Design/methodology/approach
The authors conduct a content analysis of photographs in 154 sustainability reports published by US companies. The authors captured the nature of photographs, the context in which they are being used, their themes and emotional content and layout and interaction features to understand how photographs are used for attribute framing to influence information processing. Furthermore, the authors statistically examine the framing practice between companies with different characteristics to identify any patterns for the impression management use of photographs in sustainability reports.
Findings
Photographs are often large with a horizontal orientation to capture attention and show content viewed at eye level and in either medium or close-up shots to engage viewers. Furthermore, photographs are emotionally loaded with different themes such as depictions of people, technology and nature. These themes are used to predominately evoke positive emotions of awe, nurturance, pride, amusement and attachment. This practice is often used by companies in environmentally sensitive areas that have close consumer relationships or are covered controversially in the media.
Originality/value
The authors reveal reporting practices and identify photographic features that attract attention and convey emotions that go beyond aesthetic qualities. This is important because emotions conveyed through photographs can be potentially misleading and influence judgements subconsciously.
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Although there is a growing body of work on immigrants' information behavior, little is known about the pre-arrival information experiences of immigrants who consult formal…
Abstract
Purpose
Although there is a growing body of work on immigrants' information behavior, little is known about the pre-arrival information experiences of immigrants who consult formal information sources such as immigration agents. Drawn from a larger study on the information behavior of immigrants, this paper mainly reports the semi-structured interview findings on the pre-arrival information experiences of Bangladeshi immigrants who used formal information sources with discussion on how that affected their post-arrival settlement into Canada.
Design/methodology/approach
The study used a mixed method approach with semi-structured interviews (n = 60) and surveys (n = 205) with participants who arrived in Canada between the years of 1971 and 2017. Data were collected from May 2017 to February 2018.
Findings
Although the overall scope of the original study is much larger, this paper features findings on the pre-arrival information experiences derived mainly from an analysis of interview data. This study provides insights into the pre-arrival information experiences of Bangladeshi immigrants consulting formal information sources such as immigration firms, individual immigration consultants and more formal government agencies. The author introduces a new concept of “information crafting” by exploring the negative consequences of selective information sharing by immigration consultants/agents in newcomers' settlements in Canada, primarily positive information about life in Canada, sometimes with exaggeration and falsification. The interview participants shared story after the story of the settlement challenges they faced after arriving in Canada and how the expectations they built through the information received from immigration consultants and government agencies did not match after arrival. This study emphasizes the importance of providing comprehensive information about life in Canada to potential newcomers so that they can make informed decisions even before they apply.
Originality/value
The findings of this study have theoretical and practical implications for policy and research. This study provides insights into the complicated culturally situated pre-arrival information experiences of Bangladeshi immigrants. Moreover, the study findings encourage researchers in various disciplines, including psychology, migration studies and geography, to delve more deeply into newcomers' information experiences using an informational lens to examine the information newcomers receive from diverse sources and their effects on their post-arrival settlement in a new country. The study challenges the general assumptions that formal information sources are always reputable, useful, and comprehensive, and it provides some future directions for research that seeks to understand the culturally situated information behavior of diverse immigrant groups.
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