E-Book, Englisch, 513 Seiten, eBook
Current Insights and Empirical Findings
E-Book, Englisch, 513 Seiten, eBook
Reihe: Forschungsgruppe Konsum und Verhalten
ISBN: 978-3-8350-5702-9
Verlag: Deutscher Universitätsverlag
Format: PDF
Kopierschutz: 1 - PDF Watermark
Dr. Sandra Diehl ist Assistentin am Institut für Konsum und Verhaltensforschung der Universität des Saarlandes Saarbrücken.
PD Dr. Ralf Terlutter ist Assistent am Institut für Konsum und Verhaltensforschung der Universität des Saarlandes Saarbrücken.
Zielgruppe
Research
Autoren/Hrsg.
Weitere Infos & Material
1;Preface;6
2;Contents;8
3;Part I Advertising and Communication Effects;13
3.1;The role of product involvement in advertising message perception and believability;15
3.1.1;Abstract;17
3.1.2;1 Purpose of the study;17
3.1.3;2 Literature on the topic;18
3.1.4;3 Theoretical background;20
3.1.5;4 Methodology;22
3.1.5.1;4.1 Unit of analysis;22
3.1.5.2;4.2 Subjects;23
3.1.5.3;4.3 Instrument development;24
3.1.6;5 Results;24
3.1.6.1;5.1 Pert plus shampoo advertisement;25
3.1.6.2;5.2 Dodge stratus automobile advertisement;25
3.1.6.3;5.3 McGhan breast implant advertisement;25
3.1.7;6 Practical and theoretical implications;27
3.2;Interview based STAS and the effect of print advertising;36
3.2.1;1 Introduction;37
3.2.1.1;1.1 The problem;37
3.2.1.2;1.2 The STAS concept;37
3.2.2;2 The 2004 study;43
3.2.2.1;2.1 Data collection;43
3.2.2.2;2.2 ASTAS and ad spending;44
3.2.2.3;2.3 Awareness effects;47
3.2.3;3 Conclusions;49
3.3;It’s all about catching the reader’s attention;55
3.3.1;1 Introduction;57
3.3.2;2 Previous research;58
3.3.3;3 Hypotheses;62
3.3.4;4 Method;62
3.3.5;5 Results;66
3.3.6;6 Discussion;76
3.4;The effect of the integration of different acoustic and visual stimuli depending on target groups involvement;82
3.4.1;1 The importance of integrated marketing communication;83
3.4.2;2 Integration of acoustic stimuli in the marketing communication;84
3.4.3;3 Memory and integrated communication;85
3.4.4;4 Prior research on the effect of acoustic stimuli;88
3.4.5;5 Method;90
3.4.6;6 Empirical study;93
3.4.7;7 Practical and theoretical implications;96
3.5;A comparative test of the effect of communication strategy, media presence, and previous purchase behaviour in the field of fast moving consumer goods;102
3.5.1;Abstract;103
3.5.2;1 Introduction;103
3.5.3;2 Method;108
3.5.4;3 Results;110
3.5.5;4 Conclusion;115
4;Part II Advertising and Information Processing;119
4.1;Unconscious processing of advertising and its effects upon attitude and behaviour;121
4.1.1;1 Introduction;123
4.1.2;2 Implicit memory;123
4.1.2.1;2.1 Priming;124
4.1.2.2;2.2 Neural system of implicit memory;125
4.1.3;3 Emotion;127
4.1.4;4 Summary;131
4.2;Processing outdoor posters: product- and brand recognition in a split of a second;135
4.2.1;1 Purpose of the paper;137
4.2.2;2 Empirical study and method;138
4.2.2.1;2.1 Brand and product recognition;138
4.2.2.2;2.2 Outdoor advertising posters in this study;138
4.2.2.3;2.3 Content analysis;138
4.2.2.4;2.4 Selection of explanatory variables;139
4.2.2.5;2.5 Regression;139
4.2.3;3 Theoretical background, prior research on the topic;139
4.2.3.1;3.1 Identification of the product and brand;140
4.2.3.2;3.2 Text and visuals;141
4.2.3.3;3.3 Colour;142
4.2.3.4;3.4 Integration;142
4.2.3.5;3.5 Use of characters;143
4.2.3.6;3.6 Information content;143
4.2.3.7;3.7 Use of humour;144
4.2.3.8;3.8 Other variables;144
4.2.4;4 Empirical findings;144
4.2.4.1;4.1 Product recognition;144
4.2.4.2;4.2 Brand recognition;147
4.2.5;5 Practical and theoretical implications;149
4.3;Rhetoric in advertising: attitudes towards schemes and tropes in text and image;153
4.3.1;1 Introduction;155
4.3.2;2 Experiment;159
4.3.2.1;2.1 Method;159
4.3.2.2;2.2 Results;161
4.3.2.3;2.3 Conclusions and discussion;167
4.3.3;3 Interviews;169
4.3.3.1;3.1 Method;169
4.3.3.2;3.2 Results and conclusion;170
4.3.4;4 General discussion;171
4.4;A window to the consumer’s mind: application of functional brain imaging techniques to advertising research;176
4.4.1;1 Towards a neuroscientific foundation of advertising research;177
4.4.2;2 Functional brain imaging as a new approach to advertising research;178
4.4.2.1;2.1 Overview of neuroscientific techniques;178
4.4.3;3 An outline of neuroeconomic studies;181
4.4.3.1;3.1 Study design;181
4.4.3.2;3.2 Comparing brains;181
4.4.3.3;3.3 Data interpretation;183
4.4.4;4 Methodological issues about fMRI data analysis;185
4.4.4.1;4.1 Experimental procedure and data acquisition;185
4.4.4.2;4.2 Data analysis;185
4.4.4.3;4.3 Preprocessing;186
4.4.4.4;4.4 Model fitting;187
4.4.4.5;4.5 Statistical inference;187
4.4.5;5 Theoretical and practical implications;188
5;Part III Communication and Branding;192
5.1;Creating powerful brand names;194
5.1.1;1 Introduction;195
5.1.2;2 Previous research on brand name effects;196
5.1.3;3 Theoretical background;197
5.1.3.1;3.1 Connecting brand names and products via Selective Modification;198
5.1.3.2;3.2 Connecting brand names and products via the Property Mapping model;199
5.1.3.3;3.3 Connecting brand names and products via Relation Linking;199
5.1.4;4 The study;201
5.1.4.1;4.1 Hypothesis 1: The efficiency of the combination techniques;201
5.1.4.2;4.2 Hypothesis 2: The effectiveness of the combination techniques;203
5.1.4.3;4.3 Variables;203
5.1.4.4;4.4 Stimuli;203
5.1.4.5;4.5 Procedure and subjects;204
5.1.5;5 Results;204
5.1.5.1;5.1 Efficiency of name-product combinations;204
5.1.5.2;5.2 Effectiveness of name-product combinations;204
5.1.6;6 Theoretical and practical implications;205
5.2;How do marketing-events work? Marketing-events and brand attitudes;211
5.2.1;1 Introduction;213
5.2.2;2 Prior research and literature on the topic;214
5.2.3;3 Theoretical background;216
5.2.4;4 Empirical study;219
5.2.4.1;4.1 Purpose of our study;219
5.2.4.2;4.2 Measures;219
5.2.4.3;4.3 Procedure;220
5.2.4.4;4.4 Sample;221
5.2.4.5;4.5 Results;221
5.2.5;5 Discussion;225
5.3;Effects of green brand communication on brand associations and attitude;230
5.3.1;1 Introduction;231
5.3.2;2 Green brand associations;231
5.3.3;3 Communicational implementation of green brand associations;232
5.3.4;4 Effects on brand attitude;233
5.3.5;5 Method;234
5.3.5.1;5.1 Measurement;236
5.3.5.2;5.2 Sample;238
5.3.6;6 Results;239
5.3.7;7 Discussion;242
5.3.7.1;7.1 Managerial implications;243
5.3.7.2;7.2 Limitations and future research;244
6;Part IV Emotional, Social and Individual Factors and Communication;251
6.1;Effects of mood and argument strength on product evaluation in a personal sales conversation;252
6.1.1;1 Introduction;253
6.1.2;2 Theoretical background and prior research;254
6.1.2.1;2.1 Direct mood effect on customer’s product evaluation;254
6.1.2.2;2.2 Indirect mood effect on customer’s product evaluation;255
6.1.2.3;2.3 The moderating effect of customer’s product involvement;256
6.1.2.4;2.4 Research model;257
6.1.3;3 Empirical study;258
6.1.3.1;3.1 Experimental design;258
6.1.3.2;3.2 Effects of induced mood and manipulated argument strength;260
6.1.3.3;3.3 Effects of experienced mood and perceived argument strength;261
6.1.4;4 Implications;264
6.2;How do people react to mixed emotions in an ad/medium context setting? The moderating role of discomfort with ambiguity;269
6.2.1;1 Introduction;271
6.2.2;2 Mixed emotions in a medium context/ad setting and discomfort with ambiguity;272
6.2.2.1;2.1 Mixed emotions in a medium context/ad setting;272
6.2.2.2;2.2 Discomfort with ambiguity;274
6.2.3;3 Determining an appropriate set of opposite emotions;276
6.2.4;4 Experimental design;277
6.2.5;5 Results;281
6.2.6;6 Discussion;286
6.2.7;7 Conclusions, limitations and suggestions for further research;287
6.3;Media-based and non media-based factors influencing purchase behavior and differences due to consumers’ personality;292
6.3.1;1 Introduction;293
6.3.2;2 Theory;294
6.3.2.1;2.1 Factors influencing purchase behavior;294
6.3.2.2;2.2 Personality;296
6.3.3;3 Method;298
6.3.4;4 Results;300
6.3.4.1;4.1 Results regarding factors influencing purchase behavior;300
6.3.4.2;4.2 Results regarding personality;302
6.3.4.3;4.3 Results regarding the influence of personality on factors that influence purchase behavior;305
6.3.5;5 Discussion and limitations;307
6.4;Increasing family democracy and the implications for advertising;314
6.4.1;1 History of family decision studies;315
6.4.2;2 Increasing family democracy;317
6.4.3;3 Research questions;320
6.4.4;4 The family study: method, design and results (study 1);321
6.4.5;5 The expert study: method, design and results (study 2);324
6.4.6;6 Discussion and implications;326
6.5;A gender portrayal of children’s television commercials in mainland China;332
6.5.1;1 Introduction;333
6.5.2;2 Background of study;335
6.5.2.1;2.1 The need to study media contents in China;335
6.5.2.2;2.2 Previous studies on gender portrayal in adults’ advertisements;336
6.5.3;3 Research hypotheses;339
6.5.4;4 Methods;340
6.5.5;5 Results;343
6.5.6;6 Discussion and conclusion;348
6.6;Gender portrayals and the gender of nations: an extended study in Asian cultures;355
6.6.1;1 Introduction;357
6.6.2;2 Background of study;358
6.6.2.1;2.1 Hofstede’s masculinity/femininity;358
6.6.2.2;2.2 Gender role portrayals in advertising;359
6.6.3;3 Hypotheses;360
6.6.4;4 Methods;360
6.6.5;5 Results;361
6.6.6;6 Discussion and conclusion;367
7;Part V Communication and New Media;371
7.1;Effects of interactive and imagery-strong websites;373
7.1.1;1 Introduction;375
7.1.2;2 Theoretical background;376
7.1.2.1;2.1 Definition and dimensions of interactivity;376
7.1.2.2;2.2 Hypothesis development;378
7.1.3;3 Method;379
7.1.4;4 Results;384
7.1.5;5 Summary;385
7.2;Comparative evaluation of American brands' websites in Europe: what do they standardise?;391
7.2.1;1 Introduction;393
7.2.2;2 Significance of the study;394
7.2.3;3 Framework of online standardisation;395
7.2.4;4 Research method;397
7.2.5;5 Results;400
7.2.6;6 Practical and theoretical implications;404
7.3;Integrated marketing communications in mobile context;409
7.3.1;1 Introduction;411
7.3.2;2 Integrated marketing communications;413
7.3.3;3 Interactivity;414
7.3.4;4 A model of IMC communications in mobile context;416
7.3.5;5 A case study of a company initiating a mobile marketing program;419
7.3.5.1;5.1 Study design and methods;419
7.3.5.2;5.2 Results and discussion;422
7.3.6;6 Conclusions and future directions;423
8;Part VI International Advertising;429
8.1;The GLOBE study – applicability of a new typology of cultural dimensions for cross-cultural marketing and advertising research;431
8.1.1;1 Cultural dimensions in cross-cultural research;433
8.1.2;2 Existing frameworks of cultural dimensions;434
8.1.2.1;2.1 Hofstede’s cultural dimensions;435
8.1.2.2;2.2 Schwartz’s cultural values;437
8.1.2.3;2.3 Inglehart’s World Values Survey;440
8.1.3;3 The GLOBE study;443
8.1.4;4 GLOBE and advertising;447
8.2;Towards an understanding advertising standardisation in the European Union: a theoretical framework and research propositions;452
8.2.1;1 Introduction;453
8.2.2;2 Industrial organization theory and environment-strategy coalignment;454
8.2.3;3 Antecedents of advertising standardisation;455
8.2.3.1;3.1 European economic unification;455
8.2.3.2;3.2 Globally integrated marketing communications;456
8.2.3.3;3.3 Cross-market segmentation;457
8.2.3.4;3.4 Cultural distance;458
8.2.3.5;3.5 Global brand image;459
8.2.3.6;3.6 Organisational control;460
8.2.4;4 Consequences of advertising standardisation;461
8.2.4.1;4.1 Advertising effectiveness;461
8.2.4.2;4.2 Strategic and financial performance;462
8.2.5;5 Research model;462
8.2.6;6 Conclusions;463
8.3;Assessing measurement invariance of ordinal indicators in cross-national research;468
8.3.1;1 Introduction;469
8.3.2;2 Multi-group confirmatory factor analysis;471
8.3.2.1;2.1 Model;471
8.3.2.2;2.2 Estimation;472
8.3.3;3 Testing measurement invariance of ordinal indicators;473
8.3.3.1;3.1 Measurement invariance of continuous indicators;473
8.3.3.2;3.2 Proposed procedure for testing measurement invariance of ordinal indicators;474
8.3.4;4 Empirical study;475
8.3.4.1;4.1 Data;475
8.3.4.2;4.2 Results;476
8.3.5;5 Conclusion and further research;481
8.4;Retail advertising: an empirical comparison between German and French consumers;486
8.4.1;1 Introduction;487
8.4.2;2 Prior research and theoretical background;488
8.4.3;3 Methodological approach;493
8.4.4;4 Empirical results;494
8.4.5;5 Discussion and implications;496
9;Part VII Outlook on International Advertising;501
9.1;The future of international advertising research: suggestions for moving the discipline forward;503
9.1.1;1 Introduction;505
9.1.2;2 Are we making progress? Prior literature reviews;506
9.1.3;3 Suggestions for improving the efficacy of international advertising research;508
9.1.3.1;3.1 More research by cross-national teams;508
9.1.3.2;3.2 More testing of existing theories in cross-cultural contexts and the creation of new theoretical perspectives;508
9.1.3.3;3.3 Establishing data equivalence;509
9.1.3.4;3.4 Need to measure cultural dimensions;509
9.1.3.5;3.5 Better promotion of international research as important to the discipline;509
9.1.4;4 Needed research: some key areas;510
9.1.4.1;4.1 Models of standardization;510
9.1.4.2;4.2 Is standardized advertising linked to firm performance?;510
9.1.4.3;4.3 How does global advertising contribute to brand equity?;511
9.1.4.4;4.4 Can cross-national market segments be reached effectively?;511
9.1.4.5;4.5 Examining the effectiveness of specific executional techniques crossculturally;511
9.1.4.6;4.6 Development of a general theory of culture's impact on advertising;512
9.1.4.7;4.7 Studying how New Media will evolve?;512
9.1.4.8;4.8 Research on marketing and policy issues in an international context;513
9.1.5;5 Conclusion;513
10;About the Authors;519
Advertising and Communication Effects.- The role of product involvement in advertising message perception and believability.- Interview based STAS and the effect of print advertising.- It’s all about catching the reader’s attention.- The effect of the integration of different acoustic and visual stimuli depending on target groups involvement.- A comparative test of the effect of communication strategy, media presence, and previous purchase behaviour in the field of fast moving consumer goods.- Advertising and Information Processing.- Unconscious processing of advertising and its effects upon attitude and behaviour.- Processing outdoor posters: product- and brand recognition in a split of a second.- Rhetoric in advertising: attitudes towards schemes and tropes in text and image.- A window to the consumer’s mind: application of functional brain imaging techniques to advertising research.- Communication and Branding.- Creating powerful brand names.- How do marketing-events work? Marketing-events and brand attitudes.- Effects of green brand communication on brand associations and attitude.- Emotional, Social and Individual Factors and Communication.- Effects of mood and argument strength on product evaluation in a personal sales conversation.- How do people react to mixed emotions in an ad/medium context setting? The moderating role of discomfort with ambiguity.- Media-based and non media-based factors influencing purchase behavior and differences due to consumers’ personality.- Increasing family democracy and the implications for advertising.- A gender portrayal of children’s television commercials in mainland China.- Gender portrayals and the gender of nations: an extended study in Asian cultures.- Communication and New Media.- Effects of interactive andimagery-strong websites.- Comparative evaluation of American brands’ websites in Europe: what do they standardise?.- Integrated marketing communications in mobile context.- International Advertising.- The GLOBE study — applicability of a new typology of cultural dimensions for cross-cultural marketing and advertising research.- Towards an understanding advertising standardisation in the European Union: a theoretical framework and research propositions.- Assessing measurement invariance of ordinal indicators in cross-national research.- Retail advertising: an empirical comparison between German and French consumers.- Outlook on International Advertising.- The future of international advertising research: suggestions for moving the discipline forward.
Larry Percy
Unconscious processing of advertising and its effects upon attitude and behaviour (p. 112)
Abstract
This paper looks at the idea of implicit memory and whether or not it is likely to be involved in the processing of advertising. Given what is known about implicit learning and memory, it is doubtful that even if there was unconscious or implicit processing of advertising, that there would be any effect upon attitude or behaviour. The only unconscious response to advertising likely to have an impact upon attitudes and behaviour is emotion.
1 Introduction
Is implicit learning and memory likely to be involved in the processing of advertising, as a number of people have been suggesting over the last few years? The short answer is, no. Only if we include emotion as implicit memory, and more specifically, nondeclarative emotional memory, would the answer be ‘yes.’ In fact, as will be discussed below, nondeclarative emotional memory is likely to play an important role in the processing of advertising. But the idea of implicit learning and memory, as it is usually understood, playing any part, let alone a significant one in the processing of advertising is highly unlikely. While the notion that somehow there is unconscious attention and learning going on that gives advertising a much stronger impact than is generally measured may seem appealing, as we shall argue, the nature of implicit learning and memory militate against it.
2 Implicit memory
Interestingly, the idea of implicit memory is a rather recent notion. The term was introduced in a 1985 article by Graf and Schacter. At its simplest level, implicit memory (or nondeclarative memory) is associated with unconscious learning while explicit memory (or declarative memory) involves conscious learning. It is this idea of ‘unconscious learning’ that has been so seductive to those advocating the role of implicit memory in the processing of advertising. But implicit memory is not only unconscious, it is also a nonintentional form of memory (Kolbe and Whishaw, 2003). As Squire and Kandel (1999) have pointed out, implicit memory typically "involves knowledge that is reflexive rather than reflective in nature" (their emphasis). It involves unconscious changes in behaviour as a result of some previous experience. Not surprising when one considers the major forms of implicit memory.
Nondeclarative or implicit memory includes associative and non-associative learning, along with motor learning (cf. the classification of memory discussed by Milner, Squire, and Kandel, 1998, among others). Non-associative learning such as habituation and sensitization require repeated exposure to a single stimulus, not a likely scenario for processing advertising. Both habituation and sensitization are considered very elementary forms of learning because they do not involve the creation of an association between stimuli, only a change in how one responds to repeated stimulation of a single kind (Eichenbaum, 2002). Associative learning such as classical or operant conditioning is also unlikely to be operating with advertising. As for motor learning, it is hardly appropriate.
2.1 Priming
Priming, because it results in an unconscious memory formation, may be classified as implicit learning or memory (see Bowers and Marsolek, 2003 for a thorough discussion). In fact, as Whittleson (2003) has remarked, "priming is supposed to be the archetypical example of implicit memory." Priming is generally thought to fall into two broad categories: perceptual and conceptual. The more usual is perceptual, where priming increases the likelihood of being able to identify a stimulus later, or identify it faster, or to complete a perceptual fragment. Conceptual priming is where prior processing of a stimulus meaning facilitates future processing or access to concept meaning in memory.
