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1 – 10 of over 1000Erik L. Olson and Hans Mathias Thjømøe
In this article, brand evaluations based on mere exposure to a brand name are compared to evaluations built on varying levels of cognitively processed brand information in a…
Abstract
In this article, brand evaluations based on mere exposure to a brand name are compared to evaluations built on varying levels of cognitively processed brand information in a setting where all subjects have low involvement. Results indicate that a small but meaningfully sized group of subjects fully processed the information on brands they were exposed to, and rated those brands significantly higher than other brands where they had only seen the brand name alone. This finding was strongest for a fictional new brand, but also present for a well‐established brand. By contrast, the larger portion of low involvement subjects who did not fully process brand information, also did not rate brands significantly higher than their ratings for brands in which they saw no accompanying information. Implications for sponsors and advertisers are discussed.
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Anna R. McAlister and Danielle Bargh
The Elaboration Likelihood Model (ELM) proposes two routes to persuasion – the central route (persuasion occurs via information) and the peripheral route (persuasion occurs via…
Abstract
Purpose
The Elaboration Likelihood Model (ELM) proposes two routes to persuasion – the central route (persuasion occurs via information) and the peripheral route (persuasion occurs via visual cues, attractive actors and other source characteristics). The central route is typically used for high-involvement decisions and the peripheral route is used in low involvement situations. The ELM has received extensive support when tested with adults; however, its ability to explain young children’s responses to persuasive communications has not been fully tested. Hence, the purpose of this research is to assess whether the standard tenets of the ELM apply to children’s processing of persuasive messages.
Design/methodology/approach
This study involved 84 preschool children, ages three to six. It used a 2 (involvement) × 2 (argument strength) × 2 (source attractiveness) design to test children’s responsiveness to advertisements for a novel breakfast cereal.
Findings
The findings suggest that children are naturally inclined to be persuaded by advertising messages, regardless of their level of involvement. It is the weak arguments and weak peripheral cues that dissuade children who are highly involved with a message.
Originality/value
This research makes an original contribution to the existing literature by testing the extent to which the ELM applies to children’s processing of persuasive advertisements. The finding that weak peripherals dissuade children from believing an ad’s message has strong implications for advertising practitioners.
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Geoffrey P. Lantos and Lincoln G. Craton
The purpose of this paper is to provide a model of consumer response to music in broadcast commercials outlining four variables (listening situation, musical stimulus, listener…
Abstract
Purpose
The purpose of this paper is to provide a model of consumer response to music in broadcast commercials outlining four variables (listening situation, musical stimulus, listener characteristics, and advertising processing strategy) that affect a consumer's attitude toward the advertising music (Aam).
Design/methodology/approach
The paper takes the form of an integrative review of the relevant literatures from the psychology of music, marketing, and advertising.
Findings
Aam can be positively but also negatively influenced by many factors. Only some of these variables are employed in any typical study on consumer response to music, which may account for some conflicting findings.
Practical implications
The paper discusses factors for effectively using commercial music to affect Aam, with special focus on advertising processing strategy. Advertisers are urged to exercise extreme caution in using music and to always pretest its use considering factors identified in this paper. The paper suggests ways in which the model can guide future research.
Originality/value
The paper integrates diverse literatures and outlines the major variables comprising our model of consumer response to advertising music. Advertisers can use these variables as a checklist for factors to consider in selecting ad music.
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Miguel Angel Zúñiga, Ivonne M. Torres and Mihai Niculescu
This paper aims to show that high ethnic identifying Hispanics and Whites pursue different routes discussed in the Elaboration Likelihood Model when processing single meaning…
Abstract
Purpose
This paper aims to show that high ethnic identifying Hispanics and Whites pursue different routes discussed in the Elaboration Likelihood Model when processing single meaning versus polysemous slogan ads. The authors found that high ethnic identifying Hispanics used the peripheral route (processing fluency) to a higher extent compared to Whites who used the central route (comprehension) to process ads.
Design/methodology/approach
In this study, 310 undergraduate students of a Southwestern university were randomly assigned to one of two conditions (slogan: single meaning vs polysemous) in a between-subjects experimental design. Subsequently, participants responded to statements measuring constructs of interest and demographics. Participants were debriefed at the end of the survey.
Findings
It was found that high ethnic identifying Hispanics used the peripheral route (processing fluency) to a higher extent compared to Whites who used the central route (comprehension) to process advertisements. Results suggest that while polysemous slogans are similarly interpreted by subject independent of their ethnic identification score, for single-meaning slogans, the impact of comprehension on attitudes toward the advertisement (AAD) is significantly different for low (vs high) ethnic identification individuals.
Research limitations/implications
A future study needs to study brand attitudes and purchase intentions. Additionally, strategies in developing advertisements that influence comprehension or processing fluency need to be studied.
Practical implications
This paper ' s contribution to the processing fluency literature is to propose that ethnic identification and slogan meaning are variables that have great potential in influencing consumers’ perceptions about advertisements. Advertisers will have these variables to control to maximize the persuasiveness of advertisements.
Originality/value
Minimal research focusing on polysemy in marketing exists. In advertising, comprehension is commonly studied, leaving processing fluency out. This research addresses the issue by focusing on how single-meaning and polysemous slogans are processed (via comprehension or processing fluency) by consumers and how their ethnic identification affects their AAD.
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Amani Alsalem, Park Thaichon and Scott Weaven
This chapter provides a comprehensive review of several social-cognitive models that have been lately applied in public health and donation contexts. The current review included…
Abstract
This chapter provides a comprehensive review of several social-cognitive models that have been lately applied in public health and donation contexts. The current review included the elaboration likelihood model (ELM), the prototype willingness model (PWM), and the organ donation model (ODM). This review also details and discusses the main strengths and limitations of these models. Importantly, this review helps to identify the gap of the current social marketing and health-care literature. In particular, this chapter provides a solid theoretical foundation and has initiated further pathways for future researchers who are interested in the fields of public health and social change literature, organ donation context, as well as social-cognitive decision-making models. The significance of this review is defined by advancing public health practitioners, social marketing communicators, and educationalists, evidencing how conceptual models can inform and guide the research.
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Sergio Román, Isabel P. Riquelme and Dawn Iacobucci
In this chapter, we introduce a new construct we call “Perceived Deception in Online Consumer Reviews” (PDOCR). Online reviews of products are very important to companies and…
Abstract
In this chapter, we introduce a new construct we call “Perceived Deception in Online Consumer Reviews” (PDOCR). Online reviews of products are very important to companies and customers, yet they are vulnerable to unethical representations. Even regardless of whether a deceptive review has been posted or not, we take the position that it is important to understand consumers’ perceptions of deception because it is a consumer’s perception that leads him or her to experience subsequent feelings and opinions and to consider follow-up actions. We draw on the literature and build on the Elaboration Likelihood Model and Cognitive Dissonance Theory to create an overarching framework of antecedents of PDOCR, consequences, and moderators. We also report findings from a sample of in-depth interviews with real consumers about their thoughts on these phenomena and related constructs. We use our framework and theories and the qualitative data to derive Research Questions that we hope will spur future research on these important issues.
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Morgan Atwood and Cristian Morosan
This paper aims to provide a deeper understanding of the effective use of Facebook within the hotel industry. It explored which current Facebook practices are effective/persuasive…
Abstract
Purpose
This paper aims to provide a deeper understanding of the effective use of Facebook within the hotel industry. It explored which current Facebook practices are effective/persuasive using the elaboration likelihood model (ELM) as the main theoretical foundation.
Design/methodology/approach
Using an experimental design, the effects of consumers’ exposure to treatments, involving different levels of elaboration and source credibility, were examined to determine whether consumer’s process information from Facebook communication through a central or peripheral route.
Findings
The results of this research showed that consumer attitudes are affected by the source credibility, but not by the level of elaboration. Also, intentions to stay at the hotel and intentions to engage with the hotel brand via social media were not affected by the level of elaboration or source credibility.
Research limitations/implications
This study presents an important step forward in understanding how consumer persuasion takes place in an online environment. Also, this paper provides a first-hand account of the manner in which social media adds value to a business organization. In addition, this paper provides insight on how consumers process online information.
Originality/value
As this is the first conceptualization of the ELM in a social media context, this study is uniquely able to explain the concept of persuasion in the hotel industry. Such knowledge is invaluable to academics and hotel decision makers, especially because the research provides specific insights on the manner in which attitudes change in consumers.
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Honglei Li and Eric W.K. See-To
This study aims at building a framework for the electronic word-of-mouth (eWOM) response under the social media environment. The elaboration likelihood model was adopted to…
Abstract
Purpose
This study aims at building a framework for the electronic word-of-mouth (eWOM) response under the social media environment. The elaboration likelihood model was adopted to explain how message source credibility and message appeal jointly influence the eWOM response process, while source credibility provides a central route and message appeal plays a peripheral route for information processing.
Design/methodology/approach
This study used a scenario design to test the decision behavior in the Facebook environment through message content manipulation. A convenience sampling method was adopted in this study. We collected 203 valid questionnaires and tested this research model with LISREL 8.8. This study used a two-stage structural equation modeling data analysis method with LISREL 8.8, by which the measurement model was assessed through confirmatory factor analysis for the reliability and validity of the research model, and the causal relationship among factors was assessed through exploratory factor analysis .
Findings
The results showed that 53% variance of eWOM responses could be explained by message source credibility and emotional message appeal from the elaboration likelihood model perspective. Message source credibility plays a central role in the social media environment. The model was further tested with a demographic profile analysis for both gender and age. It is found that a female user is influenced by both source credibility and emotional appeal, but a male user is only influenced by message source credibility. The mature age group is more responsive to eWOM messages.
Research limitations/implications
The sample might not represent all social networking sites (SNS) users. The participants represent a small segment of the Facebook population around the globe. Secondly, this research design could be improved by using more recreational messages to test the effects of message appeal and message source credibility. Thirdly, the mobile phone is a type of physical product rather than an experiential product. Future studies could try to identify the same eWOM determinants with different SNS functions, for example, the inbox message function. Similarly, Facebook users are allowed to use both text and pictures to disseminate promotional messages.
Practical implications
This study provides an insight for SNS administrators regarding the determinants of driving more customer responses toward a message. Message source credibility and message appeal are identified as the antecedents for eWOM responses in SNS. Companies could make use of this finding to improve their marketing communication strategy in SNS. The finding can inform administrators of the importance of focusing on both customers’ psychological state and message attributes during the dissemination of promotional messages to improve the efficiency of the promotional effort. Companies aimed at receiving different types of eWOM responses in SNS may need to consider other factors for creating their promotional messages.
Originality/value
Previous studies have mainly identified factors influencing eWOM responses from the people-centered variables such as personal traits and social relationships. This study proposes that the eWOM response is a dual information processing process that can be explained by the ELM. When a user processes information in SNS, he follows both the central route and the peripheral route (i.e. source credibility and message appeal) which can influence the eWOM response. It is the first time that the source credibility is investigated as the central route in ELM model.
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Erlinde Cornelis, Veroline Cauberghe and Patrick De Pelesmacker
The aim of this study is to contribute to previous research by investigating the principle of regulatory congruence in two-sided advertising messages. Additionally, it addresses…
Abstract
Purpose
The aim of this study is to contribute to previous research by investigating the principle of regulatory congruence in two-sided advertising messages. Additionally, it addresses the underlying mechanisms of the congruence effect.
Design/methodology/approach
The study encompasses two experiments: a two-level between-subjects design, manipulating the message’s frame (prevention vs promotion), while measuring respondents’ chronic self-regulatory focus (prevention vs promotion), and a 2 × 2 between-subjects design, manipulating processing depth (central vs peripheral) and message frame (prevention- vs promotion-oriented), while measuring individuals’ chronic self-regulatory focus (prevention vs promotion).
Findings
Study 1 shows that in two-sided messages, the effect of regulatory congruence on attitudes toward the message depends on individuals’ self-regulatory focus: a congruence effect was only found in promotion-focused individuals. This congruence effect was driven by processing fluency. The second study builds on the first one by exploring the absence of a congruence effect found in prevention-focused individuals. Its results show that in prevention-focused individuals, processing depth influences regulatory congruence effects in two-sided messages. Under peripheral processing, prevention-focused individuals have more positive attitudes toward the issue when two-sided messages are congruent with their self-regulatory focus. Under central processing, on the other hand, a regulatory incongruence effect on attitudes occurs.
Originality/value
This study complements prior research by examining the validity of the regulatory congruence principle in the context of two-sided messages. Moreover, it addresses the underlying mechanisms driving regulatory (in)congruence effects. As such, our study contributes both to the existing research on two-sided messages and that on regulatory focus.
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Bekir Bora Dedeoğlu, Anil Bilgihan, Ben Haobin Ye, Yajun Wang and Fevzi Okumus
The purpose of this paper is to examine the impact of social media sharing on tourists’ willingness to pay more (WPM) at destinations. The moderating effects of tourists’…
Abstract
Purpose
The purpose of this paper is to examine the impact of social media sharing on tourists’ willingness to pay more (WPM) at destinations. The moderating effects of tourists’ preferred route in decision-making or obtaining information (i.e. central or peripheral routes) were also examined.
Design/methodology/approach
A theoretical model was developed and tested using partial least squares structural equation modeling (PLS-SEM). Moderating effects of central and peripheral routes were tested using PLS multi-group analysis. Data were collected from 478 tourists in Antalya, Turkey, a sea, sun and sand tourist destination.
Findings
Findings indicate that importance attached to participant sharing (IPS) and importance attached to non-participant sharing (INPS) are significant antecedents of tourists’ WPM intentions. Moderating effects of tourists’ preferred route in decision-making reveal that the effect of IPS on WPM intention is more influential for those with high central route preferences than those with low central route preferences. While the effects of INPS and IPS on WPM intention is more determinative for those with higher peripheral route preferences.
Practical implications
Although it is known by the practitioners that consumer-generated contents are important, this research suggests and supports that these contents trigger tourists to pay higher prices.
Originality/value
How WPM is motivated by others’ social media sharing was not very clear in the literature. Therefore, this research gap was addressed in part by examining the social media sharing structure in terms of whether others posted on organization-related sites or on personal sites.
标题探索可能性路线在用户生成内容和支付意愿关系中的作用
本研究旨在探讨社交媒体分享对旅游者在目的地的支付意愿(WPM)的影响。还考察了旅游者在决策或获取信息时偏好路线(即中心或外围路线)的调节效应。
本文利用偏最小二乘结构方程模型(PLS-SEM)建立了理论模型并进行了验证, 使用PLS多组分析法检验了中心和外围路线的调节作用。从土耳其安塔利亚的478名游客中收集了数据。安塔利亚是一个拥有海洋、阳光和沙滩的旅游胜地。
结果表明, 游客对参与式分享(IPS)的重视程度和对非参与式分享(INPS)的重视程度是游客支付意愿 (WPM) 的显著前因。旅游者偏好路线在决策中的调节效应表明, IPS对WPM意图的影响, 对中心路线偏好高的游客比中心路线偏好低的游客更为显著。而INPS和IPS对WPM意图的影响对周边路线偏好较高者更具决定性。
尽管用户生成内容的重要性广为从业人员了解, 但本研究表明, 这些内容还能促使游客支付更高的价格。
在现有文献中, 他人的社交媒体分享是如何激励产生WPM的还不是很清楚。因此, 本文通过考察社交媒体分享的结构来填补这一研究空白, 即考察他人的内容是发布在组织相关的网站上还是个人网站上。
关键词: 社交媒体分享, 精化可能性模型, 中心路线, 外围路线, 支付意愿
论文类型
研究论文
El papel de las rutas ELM (modelo de probabilidad de elección) en la relación entre el contenido generado por usuarios y la disposición a pagar
Objetivo
El propósito de esta investigación es examinar el impacto de la compartición en redes sociales con la disposición de los turistas a pagar más (willness pay more: WPM) en los destinos. También se examinaron los efectos moderadores de la ruta preferida de los turistas en la toma de decisiones u obtención de información (es decir, rutas centrales o periféricas).
Diseño/metodología/enfoque
Se desarrolló y probó un modelo teórico utilizando modelos de ecuaciones estructurales de mínimos cuadrados parciales (PLS-SEM). Los efectos moderadores de las rutas centrales y periféricas se probaron mediante análisis multigrupo de PLS. Se recopilaron datos de 478 turistas en Antalya, Turquía, un destino turístico de mar, sol y arena.
Resultados
Los resultados indican que la importancia atribuida a la compartición de los participantes (importance participant sharing: IPS) y la importancia atribuida al la compartición de los no participantes (importance no participant saharing: INPS) son antecedentes importantes de las intenciones de los WPM de los turistas. Los efectos moderadores de la ruta preferida de los turistas en la toma de decisiones revelan que el efecto de IPS en la intención de WPM es más influyente para aquellos con altas preferencias de ruta central que aquellos con bajas preferencias de ruta central. Mientras que los efectos de INPS e IPS en la intención de WPM son más determinantes para aquellos con mayores preferencias de ruta periférica.
Implicaciones prácticas
Aunque los profesionales saben que los contenidos generados por los consumidores son importantes, esta investigación sugiere y respalda que estos contenidos provocan que los turistas paguen precios más altos.
Originalidad/valor
Al no estar clara en la literatura la relación de la WPM con la compartición en redes sociales y existir una brecha de investigación en este aspecto, este trabajo pretende abordar este tema, examinando la estructura de la compartición en redes sociales en términos de si otros publicaron en sitios relacionados con la organización o en sitios personales.
Palabras clave
Compartición en redes sociales, Modelo de probabilidad de elección (ELM), Ruta Central, Ruta periférica, Disposición a pagar más
Tipo de investigación
Trabajo de investigación
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