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King, Lorraine. "Childrens' response to food advertising." Thesis, University of Leeds, 2005. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.421380.
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Punnett, Trent Harold. "Measuring emotional response to television advertising." Thesis, University of British Columbia, 1988. http://hdl.handle.net/2429/27702.
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The objective of this thesis is to initiate development of a valid and reliable measurement process to assess a viewer's emotional response to television advertising. The development of this measure is based on current psychological theories about the emotional process, and takes advantage of current methods available to measure emotional response. The goals for the measurement process are to provide information on emotional response to television advertising from two diverse sources, automatic real-time response, and cognitive after-the-fact responses.
The selection of instruments to meet these goals first involved a review of the psychological literature on emotional theory to provide direction on defining what is an emotional response, and how the emotional subcomponents relate. This provides direction for evaluating the instruments available for measuring emotional response, and selecting two that will satisfy the above goal. The use of these measurement instruments in a pretest is then outlined, and the thesis concludes with directions for future research.
The construct of emotion is complex and multidimensional, including interactions among neural hormonal systems, conscious and unconscious cognition, physiological adjustments, affective response, and expressive behavior. These dimensions suggest four categories that emotional response measurement instruments can be grouped into; cognitive, affective, psychological and behavioral.
Measurement instruments in each of the four above categories have problems in their applicability as stand alone measures of emotional response to television advertisements. Of all the measurement instruments reviewed, the Beaumont Emotion Battery and the Facial Action Coding System appear to be compatible with the construct of emotion and each other. These measures can provide similar data, and capture virtually the same categories of emotional response.
The usefulness of combining these two measures should be explored through a pretest. In designing the pretest, the success in capturing specific emotional responses attributable to the advertisement will depend on the setting used, the selection of advertisements and the program these advertisements are embedded in. The setting should copy a normal viewing environment to encourage normal behavior in subjects. The advertisements used should maximize the variability in emotional response, while being new to the subjects to avoid frequency biases. The program should be carefully selected to avoid content effects. When subjects proceed through the pretest procedure of watching a television program while having their facial expressions videotaped, and then responding to the Beaumont Emotion Battery after the program ends, careful attention to the environment, advertisements, and program will reduce the potential for error and bias in the pretest. To structure and delineate areas for new research, emotional response to television advertising can be approached from the viewpoint of what could impact or influence the response. This leads to the definition of the following areas of influence: the advertisement; the group of advertisements the advertisement is placed in; the program; the viewing environment; and the viewer.Business, Sauder School of
Graduate
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Schmid, Jill. "White backlash revisited : consumer response to model's race in print advertisements /." Thesis, Connect to this title online; UW restricted, 2000. http://hdl.handle.net/1773/6142.
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Ferris, Christyne E. "The effects of advertising schema-congruity on emotional response." [Gainesville, Fla.] : University of Florida, 2004. http://purl.fcla.edu/fcla/etd/UFE0005402.
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Guthrie, Kevin L. "Emotional response to typogrpahy the role of typographic variations in emotional response to advertising /." [Gainesville, Fla.] : University of Florida, 2009. http://purl.fcla.edu/fcla/etd/UFE0024677.
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Jansson, Pålsson Linnéa, Rebecka Fallenkvist, and Shuai Huang. "“I don’t care” : Describing digital natives emotional response towards provocative advertising." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-75959.
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Consumers are actively avoiding advertising, which has made the advertising landscape more challenging, resulting in the implementation of other strategies. Provocative advertising is a strategy implemented to make a strong impression on the consumers. However, the discussion of consumers becoming more and more resistant towards advertising lifts the question of provocative advertisement as an effective strategy. Digital natives is the part of the population who are the most exposed to information on online platforms, therefore the question of lessening of response to provocative advertisement from the digital natives is investigated. As emotional response previously has been used to understand the effect advertising elicits from consumers, the purpose of this research is to describe the emotional responses digital natives have towards provocative advertising. The empirical material gathered has been among digital natives in Växjö, Sweden, studying their emotional response towards the seven types of provocative advertising provided within the theoretical framework. The focus group consisted of four different gatherings, with six participants in each in order to create an understanding of how digital natives perceive provocative advertising and resulted in an understanding of the effectiveness of it. The results indicate that provocative advertising does evoke emotions. Specifically, the advertisements that include a cause or message evoked more emotions from the digital natives, and therefore is an effective strategy to implement from a practical perspective. The result also allowed for an understanding that digital natives expressed more resistance towards expressing their emotions rather than showing specific resistance towards the provocative advertising itself, which is recommended by this study for further research
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Shields, Vickie Rutledge. "Women decoding advertisements : images, ideology and reader-response research /." Connect to this title online, 1988. http://rave.ohiolink.edu/etdc/view?acc%5Fnum=osu1094829528.
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Hupfer, Maureen E. "Self-concept orientation and response to agentic and communal advertising messages." Thesis, National Library of Canada = Bibliothèque nationale du Canada, 2001. http://www.collectionscanada.ca/obj/s4/f2/dsk3/ftp04/NQ60300.pdf.
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Yang, Xiaojing. "The impact of perceived advertising creativity on ad processing and response." [Bloomington, Ind.] : Indiana University, 2006. http://gateway.proquest.com/openurl?url_ver=Z39.88-2004&rft_val_fmt=info:ofi/fmt:kev:mtx:dissertation&res_dat=xri:pqdiss&rft_dat=xri:pqdiss:3223037.
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Thesis (Ph.D.)--Indiana University, Kelley School of Business, 2006."Title from dissertation home page (viewed June 26, 2007)." Source: Dissertation Abstracts International, Volume: 67-06, Section: A, page: 2242. Adviser: Robert E. Smith.
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Sakr, Adel. "The effect of visual metaphor on advertising response : an integrative framework." Thesis, Aston University, 2016. http://publications.aston.ac.uk/30075/.
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This thesis contributes toward the better understanding of the use and effect of visual metaphor in print advertising through an integrative framework. Two overall research questions are answered in this context. Firstly, why is visual metaphor in advertising such an important phenomenon that is worth further research? Secondly, how does visual metaphor engage the consumer and elicits favorable responses to different print advertisements? Two studies were conducted to answer these questions. Study one, a content analysis on 320 print advertisements answered the first overall research question. This study provided a comprehensive assessment of the use of visual metaphor in print advertising. Results showed that visual metaphor is strongly present in print advertising and that this presence shows an increasing trend over time. Study two answered the second overall research question through two experiments. The first experiment compared the effect of different types of visual metaphor on different consumer responses. Results from this experiment showed that replacement metaphor had the most positive effect on effectiveness of the ad. Furthermore, replacement metaphor together with fusion metaphor had the most positive effect on attitude toward the brand and purchase intention. Verbo-pictorial metaphor on the other hand scored the lowest with regards to its effect on the three aforementioned responses. The effect of replacement metaphor on effectiveness of the ad, attitude toward the brand and purchase intention was positively mediated through elaboration and subjective ad comprehension. Objective ad comprehension also positively mediated the effect of replacement metaphor but only on effectiveness of the ad and purchase intention. The same results applied to verbo-pictorial metaphor. However, the mediation effects in this case were negative. Findings, also uncovered that ads that compare two metaphorical objects which are conceptually similar particularly in terms of their functional characteristics are better comprehended. Therefore, a specific visual structure may vary in its effect and hence effectiveness depending on the nature and character of this conceptual similarity as perceived by consumers. The second experiment tested the moderating effect of ad viewing time on consumer response to visual metaphor in advertising. Results, however, did not support the hypothesis related to this moderating effect. Finally, comparing the content analysis and experimental findings provides valuable insights for advertising practitioners. Practitioners can better frame their advertisements and make more effective use of the different types of visual metaphor for this purpose. Therefore, this thesis has also important practical implications.
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Aittokallio, Mihail. "Provocation and Millennials : Explorative study on millennials ́ emotional response." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-85889.
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Introduction: Market has saturated in the point where customers are facing advertising overload. For companies it can be difficult task to achieve attention among desired target audience. Millennials have become one of the most valuable target group that companies are aiming to target. One way to achieve attention is to do provocative advertising that aims to shock, or violate millennials norms, principles or social cause. Millennials is a special demographic group, compared to previous ones, baby boomers and generation X, since they are more resistant towards provocation. Thys, thesis stress the importance of exploring millennials emotional response when they are exposed to provocation. Purpose: The purpose of this paper is to explore Millennials ́ emotional response when exposed to provocative advertising. Research Questions: ‘Which negative emotions provoke millennials?’ and ‘Which positive emotions provoke millennials?’ Theoretical Framework: Theory foundation is builded on provocative advertising and emotional response. Provocative advertising is divided into shock, and social cause. Emotional response concentrates on positive and negative emotions. Method: The authors of this paper used qualitative approach, deductive structure with explorative purpose that is aiming for in-depth information. Total amount of 8 semi-structured interviews were recorded. Information from interviews were further comprehended via coding schedule. Empirical Investigation: Empirical chapter presents the main patterns of information from interviews. Chapter is divided into negative and positive parts. This chapters are following the coding schedule structure where main chapters are divided into subchapters based on the sub-categories of coding schedule. Analysis: The analysis of the empirical investigation showed important information regarding millennials emotional response. Analysis presented that negative emotional response of fear, anger, sadness and disgust are evoked when millennials are exposed to provocative advertising. While emotional response of positive emotions, millennials expressed emotional response of contentment to provocative advertising. Thus, no emotional response of love, pride, or happiness was found. Conclusion: Conclusion of the thesis presented the important findings that millennials are more likely expressing negative than positive emotional response when they are exposed to provocative advertising. Thus emotional response of fear, anger, sadness, disgust or/and contentment were Millennials emotional response to provocative advertising.
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Seneviratne, Buddhakoralalage Leelanga Dananjaya. "The Influence of Music Congruence and Message Complexity on the Response of Consumers to Advertisements." Thesis, University of Canterbury. Department of Management, Marketing and Entrepreneurship, 2015. http://hdl.handle.net/10092/10252.
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The overall aim of this study was to examine how the characteristics of two salient stimuli -music and message- of an audio advertisement influence the psychological state of consumers and how such a state subsequently determines their cognitive and affective responses to the advertisement. In achieving this aim, this study was guided by a combination of two cognitive resource utilisation theories, Limited Capacity Model of Motivated Mediated Message Processing (Lang, 2000) and Resource-Matching Hypothesis (Anand & Sternthal, 1989). In particular building upon inconsistency and load theories, this study proposed that certain stimulus characteristics prompted certain states of a consumer’s cognition. These two stimulus characteristics were the congruence of musical stimulus and the complexity of the message stimulus. The model then predicted the potential effect of these characteristics on certain psychological states (Psychological Discomfort and Cognitive Load) leading to affective (Attitude towards Advertisement) and cognitive (encoding, storage, and retention) responses.
To empirically examine this model, an online experiment (using a 2 x 2 between-subject x 2 with-in subject mix design) was conducted, in which a mixed sample of 284 subjects was exposed to a set of audio advertisements especially designed for this study. Unfamiliar music in conjunction with a fictitious brand was used and the exposure level was maintained at low. ANCOVA, MANCOVA, two-stage hierarchical regression analysis, and Repeated-measures MANCOVA were administered to test the hypotheses presented in the conceptual model. Among major findings were that the multiple informational structures in a complex message positively influenced cognitive load, while congruent music was capable of attenuating the level of cognitive load. Incongruent music, on the other hand, was capable of generating a dissonance state experienced as psychological discomfort that in turn increased the level of cognitive load as a result of listener’s trying to resolve such a state. Both dissonance and cognitive load negatively influenced attitude towards advertisements, and the affect primacy of attitude formation appeared to be more applicable. Though high cognitive load clearly undermines encoding, storage, and retrieval processes, no evidence was found to support the Resource-matching Hypothesis. Furthermore, the findings suggested that the cognitive load offset by the congruent music would increase advertisement effectiveness by enabling its message to carry more information and by generating more favourable attitudes.
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Cronley, Maria L. "SPONTANEOUS ATTITUDE FORMATION IN ADVERTISING: EFFECTS OF SOURCE AND AUDIENCE RESPONSE CUES ON JUDGEMENT ELICITATION." University of Cincinnati / OhioLINK, 2000. http://rave.ohiolink.edu/etdc/view?acc_num=ucin976037939.
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Park, Sangwon. "A FACET-BASED TOURISM ADVERTISING RESPONSE MODEL: ASSESSING MODERATING EFFECT OF TRAVEL DECISION FLEXIBILITY." Diss., Temple University Libraries, 2013. http://cdm16002.contentdm.oclc.org/cdm/ref/collection/p245801coll10/id/214809.
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Tourism and SportPh.D.
Advertising is regarded as one of the most important and effective communication methods in tourism (Kim, Hwang & Fesenmaier, 2005; Morgan & Pitchard, 2001). Researchers have extensively analyzed travelers' responses to advertising exposure based upon a variety of perspectives including the hierarchy-of-effects model, and more recently, the dual process advertising model (Lavidge & Steiner, 1961; Petty, Briñol, & Priester, 2009; Te'eni-Harari, Lampert, & Lehman-Wilzig. 2007). Fundamentally, these models focus attention on the factors effecting the destination decision. However, a number of tourism scholars have argued that travel decision making is a complex/multifaceted process whereby travelers are required to make many sub-decisions rather than a single independent choice of a travel destination (Decrop & Snelders, 2004; Jeng & Fesenmaier 2002). As such, these studies suggest that most tourism advertising response models have been over simplified and therefore, offer little insight into the factors affecting the travel decision-making process (Choi, Lehto, Morrison, & Jang, 2012; Hyde, 2004; 2008). Further, Belk (1974; 1975), among others (Aqueveque, 2006; Kim & Chintagunta, 2012; Kim & Moon, 2009; Wakefield & Inman, 2003), argued that situational variables explain considerably more variance in consumer response to advertising than individual-related variables. Within the context of travel, Jeng and Fesenmaier (2002) and more recently, Gretzel, Fesenmaier and O'Leary (2006) and Hwang and Fesenmaier (2011) examined the ordering and extent to which travelers are willing to change their travel decisions. Jeng and Fesenmaier (2006) found that, for example, decisions regarding travel party, destination and attractions to visit are not likely to be changed once made; this finding contrasts to travel decisions regarding restaurants and shopping which are less likely to be firmly planned in advance, and therefore travelers are more likely to change depending upon the situation. Following Jeng and Fesenmaier (2002), it is posited that travel planning is a multi-stage contingent process and because of these various decisions that comprise trip planning are situational whereby travelers may change their trip plan depending the trip decision as well as their involvement, prior knowledge, the number of alternatives considered, and the nature of the travel party. As a result, it is argued that the degree to which travelers are willing to adapt their plans will affect the nature and extent to which they process travel advertising. Based upon these two sets of arguments, this dissertation seeks to: (1) develop a destination advertising response model that incorporates the various facets comprising travel decisions (e.g., places/attractions, additional destinations, accommodations, restaurants and shopping stores); and, (2) examine the role of decision flexibility on the facet-based advertising model. A pilot study was first conducted to test if the theoretical constructs in the proposed tourism advertising response model are valid. The results of the pilot study indicate that most of proposed constructs that form the travel advertising response model and decision flexibility are valid and reliable; however, the analyses indicate that there are two forms of decision flexibility: 1. Pre-trip flexibility and 2. En-route flexibility. Pre-trip flexibility relates to travel decisions/plans regarding places/attractions, additional destinations and accommodations, while en-route flexibility involves decisions regarding restaurants and shopping visited during the trip. Based on the findings of the pilot study, the main study was conducted to test the proposed relationships within the core tourism advertising model. The results of these analyses indicated that many/most of the hypothesized relationships are supported. Additionally, the moderating effects of decision flexibility on traveler's responses to travel advertising were examined. The results of these analyses indicate that Pre-trip flexibility significantly moderates the relationship between attitudes toward advertising and travel products, whereby high and low flexible travelers tend to have a strong positive attitude toward destination advertising; this compares to middle flexible travelers who have a significantly lower attitude toward the travel advertisements. The results of these analyses also indicate that en-route flexibility has very limited moderating influence on the how travelers perceive travel advertising. The findings of this study suggest that destination marketing organizations need to consider the various sub-decisions that comprise the travel decision making process. Further, destination marketing organizations need to take into account the degree to which potential travelers are willing to change their trip plan in that it appears to substantially influence a crucial aspect of traveler's response to advertising; these findings are especially important as travelers have begun to use mobile technology to guide their travel decision which, in turn, should enable destination marketers to develop customized advertising strategies depending on the various travel products purchased.
Temple University--Theses
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Kannan, Raghavan. "An empirical study of long-run impact of Internet advertising on consumer response behavior." Thesis, Massachusetts Institute of Technology, 2006. http://hdl.handle.net/1721.1/37121.
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Thesis (M.B.A.)--Massachusetts Institute of Technology, Sloan School of Management, 2006.Includes bibliographical references (leaves 29-30).
The long-run effect of banner advertisements is among the most complex topic in the internet world. Media spending on online marketing has grown from $3 billion in 1999 to $9 billion in 2004. Forecasts (Jupiter Research 2005) expect this growth to double in the next five years. The proportion of marketing budgets spent on online advertising is expected to grow from 4.6% in 2004 to 7% in 2010. Banner media costs contribute approximately 60% of the total online media spend across all industries. A portion of this increase can be attributed to the increasing acquisition cost of media/advertising space in the most frequently visited websites. Companies enter into bidding wars to acquire space in a restricted 15"/17" computer monitor screen from service providers like Google, Yahoo, AOL and MSN. Prices for banner advertisement space vary by the number of exposures and even by the time of the day. This directly begs a question on the effectiveness of online banner advertisement in influencing consumer behavior. Currently most firms track immediate response behaviors or the short-run effects. We use an experiment conducted with a student credit card campaign to explain the long-run impact on response behaviors across different audiences by exposing them to promotional advertisements on a public educational website.
by Raghavan Kannan.
M.B.A.
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Bergkvist, Lars. "Advertising effectiveness measurement : intermediate constructs and measures." Doctoral thesis, Stockholm : Economic Research Institute, Stockholm School of Economics [Ekonomiska forskningsinstitutet vid Handelshögsk.] (EFI), 2000. http://www.hhs.se/efi/summary/531.htm.
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Larsen, Val. "Through the looking glass : a semiotic analysis and experimental test of pace and angle effects in television advertising /." Diss., This resource online, 1995. http://scholar.lib.vt.edu/theses/available/etd-08272007-163840/.
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Li, Minyan. "Tread along the line between edgy and offensive : a study of Chinese students' response toward offensive advertising." HKBU Institutional Repository, 2006. http://repository.hkbu.edu.hk/etd_ra/786.
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Edwards, Steven Marc. "Consumers' attitudes toward advertising and purchase intentions regarding direct response advertisements in a multicultural market." CSUSB ScholarWorks, 1995. https://scholarworks.lib.csusb.edu/etd-project/1010.
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Lewis, Ioni M. "Factors influencing the effectiveness of advertising countermeasures in road safety." Queensland University of Technology, 2008. http://eprints.qut.edu.au/16660/.
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The current program of research contributes to the World Health Organisation's (WHO, 2004) recent call to pool global resources in the attempt to uncover the most effective countermeasures and polices for the prevention of road trauma. Specifically, this program of research investigates the persuasive outcomes of different emotional health messages in an important applied context, road safety. In this context the use of negative, fear-based approaches has predominated with limited use of more positive-based approaches such as humorous- or pride-based emotional appeals. The overarching aim of the current research program was to examine the effectiveness (i.e., persuasiveness) of positive and negative emotional appeals and, specifically, the issue- or message-relevant affect that such appeals evoke. An additional aim was to ascertain the relative influence and effectiveness of positive and negative emotional appeals for specific target audiences. Particular attention was given to the effectiveness of such messages for males, a high risk road user group of particular concern. The research program also aimed to examine the relative roles and interplay of emotion and cognition in determining message effectiveness. The research focused upon the cognitive constructs of response efficacy (i.e., the extent to which a message incorporates coping strategies and information as well as the extent that individuals' perceive a message as incorporating such coping strategies and information) and involvement (i.e., the extent to which individuals perceive an issue or message as personally relevant and/or as being at risk of experiencing).-----
The research program may be conceptualised as three stages, with each stage comprised of an empirical study and one or more manuscripts. The first stage of the research explored the roles and effectiveness of negative and positive emotional appeals. With a substantial body of literature available on the use of fear as a persuasive strategy, Paper One reviewed the theoretical and empirical evidence relating to the function and effectiveness of such appeals. This paper highlighted the mixed findings that have been reported and the controversy surrounding the nature of the fear-persuasion relationship. This paper also highlighted the importance of cognitive components of a message and, in particular, the need to incorporate high levels of response efficacy and to be cognisant of the issue of threat and message relevance.-----
Paper Two was based on qualitative research derived from focus groups of licensed drivers (N = 16). The study investigated the roles and effectiveness of positive and negative emotional appeals in road safety advertisements addressing speeding and drink driving. The results suggested that positive and negative emotional appeals may serve different functions. Positive emotional appeals were regarded as a potentially efficacious means of promoting the message of prevention and to model safe behaviour and the rewards received whereas negative emotional appeals were regarded an important way to remind drivers of the dangers of driving.-----
The second stage of the research program endeavoured to extend upon the findings reported in the first stage by providing an empirical comparison of positive, humorous appeals and negative, fear-based appeals on a range of outcome measures and over time. In Paper Three, the type of emotional appeal (positive/humorous, negative/fear), level of response efficacy (low, high), level of involvement (low, high), and gender were manipulated in a 2 x 2 x 2 x 2 mixed group design. Licensed drivers (N = 201) completed either a paper-and-pencil or internet-based version of a questionnaire. Prior to the anti-drink driving television advertisements being shown, pre-exposure were assessed. Attitudes and intentions were then assessed immediately after exposure and attitudes, intentions, and behaviour, 2 to 4 weeks later. The results provided evidence of the greater persuasiveness of negative appeals immediately after exposure and greater improvement of positive appeals over time. Also, the results highlighted the importance of high levels of response efficacy, irrespective of emotional appeal type. Paper Three also supported and extended upon earlier findings by examining third-person perceptions in relation to positive, humorous emotional appeals. The results revealed that males reported significantly greater overall influence both to themselves personally, as well as other drivers in general, than females for the humorous appeals. Further, consistent with the multiple roles of affect posited by Elaboration Likelihood Model, explanations were provided for the differential effectiveness of positive and negative affect.-----
An additional aim of the second stage of the research program was to clarify an important methodological issue; the sampling adequacy of traditional university student samples versus internet-based samples for health message persuasion research. Fear appeal empirical literature has been criticised for its over-reliance upon student samples. Paper Four examined the extent that the internet may function as an efficacious means of accessing drivers for road safety advertising research. The sample characteristics and results obtained from student and internet samples of drivers were compared empirically. The results provided support for the greater diversity and representativeness of the internet sample and suggested that the two sampling approaches produce equivalent results. This paper served to inform the validity of prior research and informed the choice of sampling methodologies for the subsequent research stage reported in Paper Five.-----
The third stage of the research built upon the preceding stages and, most notably, broadened the scope of emotional appeals examined by comparing a range of negative and positive emotional appeals addressing the issue of speeding. Drawing upon the Rossiter-Percy (1987, 1997) motivational model, Paper Five examined two different negative and two positive emotional appeals designed as audio messages. Specifically, the type of emotional appeal (Problem Avoidance/Fear based; Problem Removal/ Agitation or annoyance-based; Social Approval/ Pride-based; and Intellectual Mastery/ Humour-based), level of response efficacy (low, high), level of involvement (low, high), and gender were manipulated in a 2 x 2 x 2 x 2 fully between groups design. A range of persuasion outcome measures, including attitudes and intentions, were assessed immediately after exposure and 1 month later. Further, the study assessed adaptive (message acceptance) as well as maladaptive (message rejection) intentions. The results provided evidence of the effectiveness of humorous-based appeals for males and highlighted that appeals of the same valence (positive or negative) need not have the same persuasive effects. The results also supported the importance of response efficacy for all appeal types and highlighted that a message's overall effectiveness requires consideration of both message acceptance and rejection rates.-----
Overall, the current research program, based upon a sound, multi-disciplinary theoretical framework, provided evidence for the need to broaden the scope of emotional appeals in the road safety advertising context and which may also be relevant within a wider health persuasion context. The results of the three studies have important theoretical and practical implications for future campaign development which are discussed.
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Kamau, Gladys Wangari. "A different black: A comparative study between African Americans and Kenyan Americans in direct response advertising." CSUSB ScholarWorks, 2003. https://scholarworks.lib.csusb.edu/etd-project/2430.
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Marketers must be able to categorize consumers according to some definable characteristics in order to help tailor their marketing effort. Black consumers are usually grouped into one homogenous group even though some of them are immigrants. The segmenting of the different ethnic groups needs to be modified to include different cultures among the same ethnic group. This thesis compares the differences of these subgroups in beliefs, attitudes and past purchase behaviors in response to direct marketing advertising.
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McDonald, Jessica Eran. "Consumer Responses to Stereotypical vs. Non-Stereotypical Depictions of Women in Travel Advertising." Scholar Commons, 2010. http://scholarcommons.usf.edu/etd/3508.
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Women are active travel consumers, yet travel advertising notoriously depicts women stereotypically. If consumers react negatively to these stereotypical portrayals in advertising, they may disregard the ad or brand and purchase a different travel product. The purpose of this study is to determine if consumers react differently to stereotypical versus non-stereotypical depictions of women in travel advertising. The study will examine these reactions, by measuring attitude toward the ad, attitude toward the brand, purchase intention, and cognitive responses to carefully prepared advertisements that are characterized as ―stereotypical‖ or ―non-stereotypical.‖ Ads are defined as stereotypical by utilizing Goffman‘s (1979) framework for analyzing images of women in advertising. Results overwhelmingly indicate that consumers in this study display more favorable attitudes to the non-stereotypical depictions of women in travel advertising. Attitudes toward the advertising, brand, purchase intention, and cognitive responses were all significantly more favorable among the non-stereotypical advertising condition. The results have theoretical benefit to the travel advertising industry, since these findings support the affect transfer hypothesis and dual mediation hypothesis. No studies to date have examined such research in travel advertising and results indicate a possible need for action among advertisers.
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Meinhardt, Sara, and Annali Wallin. "Selling Sexy: A quanitative study on consumer attitude and purchase intention in response to sexual images in ads by luxury and non-luxury brands." Thesis, Umeå universitet, Företagsekonomi, 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-118581.
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The main purpose of the study is to analyze the possible difference in attitude toward sex in advertisements when used by familiar luxury or non-luxury brands. In addition to this, the aim is to further analyze whether genders form a different attitude and purchase intention towards sexually loaded ads and the impact of varying degrees of sexual imagery shown in the ad on the factors like purchase intention. Previous research was found regarding consumer attitude toward the ad and purchase intention in relation to sex in advertisements. However no previous research examined whether consumers form a different attitude and purchase intention depending on the brand type of either luxury or non-luxury utilizing it. Few studies were found to use familiar brands advertisements and instead focused on unfamiliar brand names. Therefore, our aim is to fill these above-mentioned gaps and make a contribution to the field of research regarding sexual content in advertising. To fill the gaps presented, the following research questions were formulated: Is there a difference in attitude and purchase intention between males and females in response to sexual images in ads? What is the impact on purchase intention from varying degrees of sexual imagery in ads? And is there a difference in consumer attitude towards ads with sexual content when used by luxury and non-luxury brands? The study uses a quantitative research approach and cross-sectional research design, collecting primary data through a self-completion online survey. The research philosophies adopted are a positivistic epistemological orientation and objectivistic ontological orientation. The sample was drawn via a systematic sampling method from the target population of students enrolled in programs at Umeå School of Business and Economics. 130 respondents participated and were divided into 4 groups that completed the same questionnaire however, each group responded to a different sexually charged ad, used by either luxury or non-luxury brands with varying degrees of sexual imagery. The question sets measured variables like perceived morality and ethicality in the ad, attitude toward the ad and purchase intention. Following the data collection, the data was analyzed with tools in Excel to calculate internal reliability with Cronbach’s alpha, correlation with Pearson’s correlation test and hypotheses testing with t-Tests. Findings indicate a significant difference in attitude and purchase intention between genders in response to sexual imagery in ads. Males show a more positive attitude and stronger purchase intention compared to females. The findings further suggest the varying degrees of sexual imagery in ads influence purchase intention among respondents, where a higher degree of sexual imagery decreases the purchase intention. However this is only statistically significant in relation to its use by luxury brands. The results show a significant difference in attitude toward the ads between luxury and non-luxury brands. The difference however is only significant in response to high degrees of sexual imagery in ads. Finally, the results suggest that ads using high degrees of sexual imagery by non-luxury brands are perceived as more acceptable compared to its use by luxury brands. The findings were used to contribute to implications on theory from previous research and contribute to business administration, specifically advertising strategy with sexual imagery. Findings imply that luxury brands should cautiously use ads with high degrees of sexual imagery due to the more extreme negative responses observed. Non-luxury brands contrarily could use more highly sexual ads with less negative reactions among consumers. This technique can be used to create attention and gain publicity.
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Willhoit, Krystal. "Women's response to media : a naturalistic inquiry /." free to MU campus, to others for purchase, 1998. http://wwwlib.umi.com/cr/mo/fullcit?p9924942.
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Gustafson, Fredrik. "Elicitation of emotions in advertising film : Analysis of the emotional response regarding different lengths of an emotionally based narrative commercial." Thesis, Högskolan Dalarna, Institutionen för kultur och samhälle, 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:du-36789.
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In a world that is moving towards more mobile viewing, and shorter ad formats –the filmmaker must adapt. A lot of advertisers now ask for video which is originally created for a longer format, to be adapted into a shorter format. But how much of the emotional impact is lost when adapting an emotionally based narrative commercial? This study aims to find out what the difference in emotional response is regarding different lengths of the same emotionally based narrative video. The author edited an already finished emotionally based narrative commercial video into two new, shorter versions. The process is documented and presented. These three videos were then shown to volunteers, alongside questions regarding their emotional state before and after. When analyzing the data gathered from the questionnaire it was clear that the emotional response differed from the various videos. The original video omitted the largest emotional response, and the shortest video omitted the lowest amount of emotional response. It seems that when adapting an emotionally based narrative video into a shorter format, some aspects of the video get lost. In turn, the emotional response of the viewers will be impacted.
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Christman, Amy. "Consumerism and Christianity: An Analysis and Response from a Christian Perspective." Malone University Undergraduate Honors Program / OhioLINK, 2015. http://rave.ohiolink.edu/etdc/view?acc_num=ma1430743994.
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McGinn, Kerrie Anne. "Effective framing strategies for services advertising : the impact of narrative, rhetorical tropes and argument on consumer response across different service categories." Thesis, City University London, 2013. http://openaccess.city.ac.uk/2718/.
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This thesis investigates the role of information framing strategies for services advertising. The framing strategy refers to the distinguishable pattern in the manifest advertisement (McQuarrie and Mick 1996) and represents the structural composition of the information presented (Tsai 2007). Focusing on services is an important line of enquiry which is in keeping with global economic developments and the evolution of services marketing as a distinct discipline within marketing. Despite the ever increasing importance of services for global economies, services advertising research remains underdeveloped compared to goods (Stafford et al. 2011). Information framing is important because how messages are presented to consumers has both direct effects on consumer responses, as well as mediated effects via the specific information processing styles triggered. This thesis is divided into three papers, each of which work towards improving our currently impoverished understanding of the effectiveness of different framing strategies for services. The first paper is a literature review, which offers a comprehensive review of the traditional and contemporary literature informing our knowledge of the impact of framing strategies on consumer responses to advertising. The next paper employs a content analysis methodology to shed light on the different framing strategies viewed as alternatives by modern services and to offer an overall perspective on the most frequently used framing strategies in practice. This paper also examines trends in the use of framing strategies across service types and identifies if any disparity exists between the findings of this study and optimal framing strategies as dictated by the theoretical background. The third and final paper in this thesis is a 3(framing strategy: argument v. metaphor v. narrative) x 2(mental intangibility: high v. low) x 2(customization: high v. low) between-subjects web-experiment (n = 663). This paper develops and empirically tests hypotheses related to the moderating impact of service characteristics on consumer response to framing strategies. This study raises interesting findings on the effectiveness of different framing strategies in enhancing comprehension and attitudes towards different types of services. Further, comparing the content analysis and experimental findings brings the disparity between how service practitioners are framing their advertisements versus effective framing strategies to light. This thesis therefore has important managerial implications.
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Lee, Tzu-Ting. "Double blinded, placebo-controlled, randomised prospective intervention trial : to investigate the effectiveness of Bioslim in weight-loss and the influence of branding and advertising on the placebo response." Thesis, Stellenbosch : Stellenbosch University, 2012. http://hdl.handle.net/10019.1/20329.
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Thesis (MNutr)--Stellenbosch University, 2012.ENGLISH ABSTRACT: It is estimated that 1.3 billion people worldwide are either overweight or obese, making this a global epidemic. An effective weight-loss method involves the lifestyle changes of increased physical activity and lowered energy intake. These changes are difficult to carry out and to maintain. As a result, there is a soaring demand for weight-loss aids, including dietary supplements, which exploit consumers’ eagerness to find an effortless weight-loss solution. These supplements are easily accessible, require no prescription and are heavily marketed to suggest that weight loss is achievable without exercise and dieting. One such dietary supplement, Bioslim, is tested in this study. The aim of this study was to investigate whether Bioslim results in greater weight loss than a placebo, and whether the marketing of the Bioslim brand has an influence on the placebo response. Overweight adults residing in Cape Town (n = 87) were recruited by advertising in community newspapers and setting up stands at shopping centres. The subjects were randomised into one of four groups: Bioslim in Bioslim packaging (n = 26), Bioslim in unbranded packaging (n = 22), placebo in Bioslim packaging (n = 17) and placebo in unbranded packaging (n = 22). At baseline, the subjects were given one of the four products and anthropometric measurements (weight, height and skinfold thickness) were taken. After four weeks, these measurements were repeated. The subjects also had to complete a questionnaire regarding their experiences. The body mass index (BMI) for the total population was 31.90 kg/m2 (SD = 3.91) at baseline and 31.89 kg/m2 (SD = 3.92) at follow-up. None of the measured anthropometric variables had changed significantly after four weeks. When the total study group sample was analysed, based on the allocated drug treatment groups (active or placebo), neither group showed significant weight loss from baseline to follow-up. Twenty-three subjects from the Bioslim group and 21 from the unbranded group reported exercising during the trial. The total group’s exercise time correlated significantly with fat-mass reduction (r = -0.31, p = 0.004). Furthermore, when data was analysed separately for the active and placebo groups, the active group showed a significant correlation (r = -0.45, p = 0.0012), while the placebo group showed an insignificant correlation (r = -0.05, p = 0.77). The same was not reflected in weight loss (r = -0.007, p = 0.95). It is concluded that Bioslim is an ineffective weight-loss supplement: subjects receiving active pills evidenced no significant beneficial changes in weight, waist circumference or body composition. More than half of the subjects attempted dieting and exercising, but these efforts were insufficient to impact on weight loss. The marketing and packaging of Bioslim did not enhance the placebo effect. One subject from the active group withdrew from the study, complaining of severe headaches and heart palpitations. There was no difference in adverse events reported by the remaining active and placebo group subjects. In conclusion, this study emphasises the need for better regulation of the efficacy and safety of dietary supplements.
AFRIKAANSE OPSOMMING: Daar word geskat dat 1.3 biljoen mense wêreldwyd oorgewig of vetsugtig is, wat dit ‘n globale problem maak. ‘n Effektiewe gewigsverlies metode inkorporeer leefstyl veranderinge soos verhoogde fisiese aktiwiteit en ‘n laer energie inname. Hierdie veranderinge is moeilik om uit te voer en vol te hou. Die gevolg is ‘n stygende aanvraag vir gewigsverliesprodukte en supplemente, wat verbruikers se gretigheid om ‘n maklike gewigsverlies oplossing te kry, uitbuit. Hierdie supplemente is maklik verkrygbaar sonder ‘n voorskrif en word aggressief bemark met bewering dat gewigsverlies moontlik is sonder oefening en dieetaanpassing. Een van die beskikbare produkte, Bioslim, is getoets in die studie. Die doel van die studie was om te ondersoek of die gewigsverlies produk, Bioslim, lei tot ‘n groter gewigsverlies as ‘n plasebo produk en of die bemarking van die Bioslim handelsmerk ‘n invloed op die plasebo-effek het. Oorgewig volwassenes woonagtig in Kaapstad (n = 87) is gewerf deur advertering in gemeenskapskoerante en deur stalletjies by inkopiesentrums. Die proefpersone is ewekansig in vier groepe ingedeel: Bioslim in Bioslim verpakking (n = 26); Bioslim in verpakking sonder ‘n handelsmerk (n = 22); ‘n plasebo produk in Bioslim verpakking (n = 17) en ‘n plasebo produk in verpakking sonder ‘n handelsmerk (n = 17). Met aanvang van die studie is een van die vier produkte aan die proefpersone gegee en antropometriese metings (gewig, lengte en velvoudikte) is gemeet. Metings is na vier weke herhaal. Die proefpersone moes ook ‘n vraelys oor hul ervarings voltooi. Die liggaamsmassa indeks (LMI) van die totale populasie was 31,90 kg/m2 (SD = 3.91) by basislyn en 31.89 kg/m2 (SD = 3.92) met opvolg. Geen van die antropometriese veranderlikes het betekenisvol verander na vier weke nie. Met ontleding van die totale studie polulasie, gebasseer op die toegekende behandeling (aktiewe of plasebo bestanddele), is gevind dat geen groep ‘n betekenisvolle gewigsverlies getoon het van basislyn tot opvolg nie. Drie-en-twintig proefpersone uit die Bioslim groep en 21 uit die geen-handelsmerk-groep het gerapporteer dat hul geoefen het gedurende die studie. Die totale groep se oefenings tydsduur het betekenisvol gekorreleer met ‘n verlaging in vetmassa (r = -0.31, p = 0.004). Met verdere analiese van die data in die aktiewe en plasebo groepe, is gevind dat die aktiewe groep ‘n betekenisvolle korrelasie getoon het (r = -0.45, p = 0.0012), maar die plasebo groep nie (r = -0.05, p = 0.77). Hierdie bevinding is nie gevind in die gewigsverlies nie (r = -0.007, p = 0.95). Die gevolgtrekking word gemaak dat Bioslim ‘n oneffektiewe gewigsverlies supplement is, aangesien proefpersone wat die aktiewe pille geneem het, geen betekenisvolle voordelige veranderinge in hul gewig, middelomtrek of liggaamsamestelling getoon het nie. Alhoewel ‘n betekenisvolle korrelasie gevind is tussen oefeningsduur en verlies aan vetmassa in meer as die helfte van die proefpersone, was die omvang daarvan onvoldoende om ‘n impak op hul gewigsverlies te hê. Die bemarking en Bioslim handelsmerk het nie die placebo-effek versterk nie. Een persoon uit die aktiewe groep het van die studie onttrek as gevolg van erge hoofpyn en hartkloppings. Daar was geen verskil in die nadelige effekte gerapporteer deur die oorblywende proefpersone in die aktiewe en plasebo groepe nie. Ten slotte beklemtoon die studie die behoefte aan beter regulering van die effektiwiteit en veiligheid van dieetsupplemente.
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Bol, Jan Willem. "Testing the effectiveness of advertising strategies for established brands : an empirical investigation into and a technique for measuring the response of established brands' sales to changes in advertising weight and copy using continuous panel records." Thesis, University of Warwick, 1987. http://wrap.warwick.ac.uk/34712/.
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Managing the advertising function for established brands requires an understanding of the nature of the advertising-sales relationship. Historically, both experimental and non-experimental approaches have been used to investigate this relationship, but the impressive amount of literature in this area seems to have identified only a number of broad generalizations. In part, this is due to the inadequacies of the different methodologies and data sources that have been used, which make difficult a comparison of the reported studies for the purpose of establishing guidelines for strategic advertising management. Continuous panel-based experimental research seems to offer greater potential for providing further insights into the nature of the advertising-sales relationship. The research first investigates the appropriateness and sensitivity of a number of models in identifying and quantifying the effect of changes in advertising strategy on sales, using The Test Marketing Group's (TMG) consumer diary and scanner panel data. It is shown that the ability to identify an advertising effect, referred to as the system's sensitivity, is significantly influenced by a number of factors, and that it can be predicted from the number of purchase transactions of the test brand. By using one specific model, thirty-five advertising strategy tests are analyzed at the aggregate, panel level, in order to estimate the probability of causing an advertising effect on all panelists, and to identify factors that influence the effect. Application of this methodology represents the first consistent analysis of a collection of historical data with the objective of developing a knowledge base regarding advertising strategy making and testing. It is found the probability of causing an advertising effect does not differ between copy and weight tests, but that a change in copy carries a significant risk of causing a negative effect. Increases in weight are particularly effective in causing a positive effect for small share brands. among the tests that are analyzed there is a 37.1% probability of observing an advertising effect at the panel level, which is lower than the probability observed in the literature. Subsequent analysis of the same tests examines the effect of a change in advertising strategy at the disaggregate level, that is, on certain segments of panelists. The results of this analysis show that significant advertising effects are observed more often, thereby increasing the probability of observing an advertising effect to 60%. Thus, by applying one methodology consistently across a set of panel-based advertising strategy tests, it is possible to identify a number of empirical norms that can aid managers in determining effective advertising strategies for their established brands. This so far has been difficult to derive from reported advertising studies. It is also suggested that further insights into the advertising-sales relationship can be obtained by increasing TMG's ability to specify advertising exposure. An experimental data collection system developed and tested on the basis of this further research is presented and evaluated.
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Andersson, Edith, Matilda Andersson, and Sofie Rehnström. "Hey girl, what are your motives? : Exploring the purchase behavior motives of Swedish females when consuming high-end beauty and skincare products and the effects of online personalized advertising." Thesis, Jönköping University, Internationella Handelshögskolan, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-48646.
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Background: As retailing moves towards online shopping the number of online purchases have increased substantially over the last year in Sweden (Klarna Bank AB, 2019). The industry of high-end beauty and skincare products has experienced growth in 2019 (PostNord, 2019), which is of interest to investigate. There lies importance for firms in retrieving knowledge of how the target market thinks and reacts. This research allows for a deeper understanding of the motivations of consumer behavior, which will be of high value for retailers and marketers when further operating in 2020 and entering 2021. Problem discussion: There is a growing body of literature that examines the motivations of consumer behavior, however, identified gaps have yet to accumulate. Even if online personalized advertising (OPA) is increasingly being used by retailers worldwide, its influence on Swedish females remains unexplored. This exploratory study was undertaken in response to the demand in Sweden and it attempts to draw meaningful connections between consumer response to OPA as well as the value motives explaining consumption behaviors. Purpose: In order to fill gaps in previous literature, this research sought to build a theory, which will make meaningful sense of observations on Swedish females in the age group 18-35-year-old’s purchase behavior. More specifically, the research will create an understanding of how OPA influences Swedish females, and what values motivate the female consumer when completing a purchase of high-end beauty and skincare products, with and without respect to the influence of OPA. Method: A qualitative approach with semi-structured in-depth interviews with 19 Swedish female participants in the age group 18-35 were conducted. The general analytical procedure for analyzing the collected data was used, and the data was further compared with previous literature. Results: This research indicates that participants declare empathy and hedonic values to influence the completion of purchase. Within the category of empathy values, security is a key value when shopping online. When exposed to OPA, the values of being well-respected and self-respect were added to the explanation for consumer motives of purchases of high-end beauty and skincare products online.
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Piffero, Melissa A. "Returning to Haiti: humanitarian effort or corporate capitalism ? : a crisis communication response evaluation of Royal Caribbean International." Scholarly Commons, 2010. https://scholarlycommons.pacific.edu/uop_etds/742.
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The purpose of this study was to examine Royal Caribbean's crisis communications response following the return of their cruise ships to Labadee, Haiti, soon after the Januaty 12, 20 I 0 earthquake. A case study method was used to evaluate both sides of the situation and Royal Caribbean's crisis communications response is evaluated against a target standard of five benchmarks. The first benchmark requires recognizing that a crisis has occurred. The second benchmark involved having an immediate response, by getting the story out first, even if all the facts are not yet available. The third benchmark conveyed the importance of directly communicating with key stakeholders. The fourth benchmark, an all-time favorite, reiterates the importance of telling the truth, bad and good, and keeping it consistent. The fifth benchmark focuses on companies putting people first and conveying a genuine concern for those affected.
This study begins with an introduction of concerned parties, locations and issues. The crisis situation presented is the 7.0 magnitude earthquake that occurred on January 12, 2010 in Haiti. It continues with a discussion of the communication crisis that resulted from Royal Caribbean's decision to continue cruise trips to its port of Labadee on Haiti, following the disastrous earthquake's widespread devastation. Praise and criticism for Royal Caribbean was equally considered, as was the cruise line's crisis management, specifically its series of crisis communications and their short and long-term implications.
In conclusion, analysis suggested that Royal Caribbean underutilized crisis communication techniques. It is essential that a company have a swift response and communicate to the public what is being done to make sure that a crisis is handled effectively.
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Demir, Pinar. "Consumers' perceptions of, and responses to, creative advertising." Thesis, University of Westminster, 2017. https://westminsterresearch.westminster.ac.uk/item/q3q51/consumers-perceptions-of-and-responses-to-creative-advertising.
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This study examined the way consumers perceive and respond to creative advertising, advertising that is judged by experts (usually senior practitioners) to be creative, to see if consumers reacted in the way that could reasonably be expected of them. It offers a conceptualisation of creative ads, from the perspective of consumers, with their perceptions as antecedents and responses as outcomes. It starts with a review of the literature on creativity and advertising, the various definitions and dimensions of advertising creativity, and the approaches to measuring it. Consumer responses to advertising are discussed with definitions, importance, and measurements of each response. A research framework is developed, using a structural model that specifies the hypothesised relationships between the advertising creativity dimensions and responses. A quantitative research methodology was employed with an online survey of approximately 300 consumers, to explore whether practitioners’ perceptions of creative ads were congruent with those of consumers. Structural equation modelling was employed for data analysis and it was found that there was incongruency between the perceptions of practitioners and those of consumers. The results showed that ads that were judged to be creative by practitioners were not perceived as such by consumers. Consumers did, however, perceive particular individual dimensions of advertising creativity. Through their perceptions of these dimensions consumers responded to this creative advertising by paying attention to, liking, and, ultimately, engaging with the ads, even though they did not recognise them as creative. The results indicated that creativity as judged by practitioners is of no significance in consumers’ creativity perceptions - it is the particular dimensions of advertising creativity that consumers perceived that gave rise to their responses and engaged them. Unlike practitioners who praise creativity, consumers are neutral towards it whilst at the same time being able to perceive divergent and clever advertisement elements. Practitioners should emphasise these elements in their designs rather than concentrate on what they think might be ‘creative’.
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Edin, Malin. "Persuasive Advertising : Consumers' views of and responses to the advertising of health-related products." Thesis, Internationella Handelshögskolan, Högskolan i Jönköping, IHH, Företagsekonomi, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-18260.
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The problem that this thesis deals with is that the intense competition and increasing consumer power in the health industry calls for the operating companies to take consumers’ considerations into account when advertising their products. It is further suggested that consumers will be extra careful before buying health-related products due to their direct effect on their personal health. Thus, companies selling health-related products must gain an understanding of how consumers form their judgments of the advertisements for the same in order to be able to create persuasive and thus effective advertisements. The purpose of this thesis is to understand consumers’ views of different persuasion strategies used for advertising health-related products and how these affect their willingness to purchase the advertised product. This will be done as a means to provide the concerned companies with a basis for how to create positively perceived, yet effective, advertisements. In order to fulfill the purpose of this thesis a qualitative study was conducted through the use of focus groups. During the focus groups the participants were, among other things, encouraged to discuss their views of three different advertisements for health-related products. Each advertisement represented one persuasion strategy used in the advertising of health-related products. The gathered data was interpreted and analyzed by comparing it with theories from previous research. The study shows that consumers require extensive information and strong evidence behind the arguments provided in advertisements for health-related products. Advertisements that communicate consequences that correspond to consumers’ existing beliefs are likely to be positively perceived. Conversely, if the communicated consequences contradict consumers’ beliefs their responses are likely to be negative. Consumers that are more informed in regards to the products are more likely to critically judge the advertisements for the same. The likelihood that consumers’ attitudes will be reflected in their behavior increases along with the strength of their attitudes.
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Soroa-Koury, Sandra. "Consumers' responses to mobile advertising a normative social behavior perspective /." To access this resource online via ProQuest Dissertations and Theses @ UTEP, 2008. http://0-proquest.umi.com.lib.utep.edu/login?COPT=REJTPTU0YmImSU5UPTAmVkVSPTI=&clientId=2515.
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Garland, Caroline Staub. "A comparative analysis of attitudes toward and responses to email and postal direct mail advertising." To access this resource online via ProQuest Dissertations and Theses @ UTEP, 2009. http://0-proquest.umi.com.lib.utep.edu/login?COPT=REJTPTU0YmImSU5UPTAmVkVSPTI=&clientId=2515.
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Dishman, Paul Lake III. "A Descriptive Study of Offended Responses to Nudity in Print Advertising Targeted to Women." Thesis, University of North Texas, 1992. https://digital.library.unt.edu/ark:/67531/metadc332655/.
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A discussion of offensiveness in advertising is the initial focus of this research. A review of the offensiveness, irritation, nudity, and sexual suggestiveness in advertising literature suggested that females report somewhat high arousal scores when viewing nudity but that the arousal may not necessarily be positive. The measure of contributing variables to offendedness responses was proposed using various degrees of nudity in existing advertising as the primary stimuli.
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Alt, Melanie. "Emotional Responses to Color Associated with an Advertisement." Bowling Green State University / OhioLINK, 2008. http://rave.ohiolink.edu/etdc/view?acc_num=bgsu1206377243.
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Ljungberg, Mathias. "Reklam för Responsiva Webbplatser : En studie i hur reklam bör utformas för internet." Thesis, Umeå universitet, Institutionen för informatik, 2013. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-73378.
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Advertising in responsive websites is a quite new phenomenon and has therefore, previously not been a target for any mayor research. Todays society, where new technological innovations persistantly supersede others must be seen as a possible changer for how companies advertise to this society. This paper sheds light on many of the difficulties connected with advertising for responsive websites, but also possibilities and advices for the future. Through a litterature review and a focus group with respondents from a large communication agency in Umeå, insights, implications, solutions and thoughts both connected to specific websites but also around advertising for the future as a whole is presented. This paper can work as a subject of discussion, when designing responsive websites with advertising in mind or as a starter for future research.
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Seneca, Philip James. "MEASURING AND MANIPULATING MATERIALISM IN THE CONTEXT OF CONSUMERS' ADVERTISING RESPONSES." Available to subscribers only, 2009. http://proquest.umi.com/pqdweb?did=1967969501&sid=4&Fmt=2&clientId=1509&RQT=309&VName=PQD.
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Liu, Wen-Ling. "Cross-cultural analysis of the effect of advertising on consumer responses." Thesis, De Montfort University, 2002. http://hdl.handle.net/2086/4119.
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Qiao, Liang. "Pricing and advertising responses of national brands to store brand introduction /." May be available electronically:, 2007. http://proquest.umi.com/login?COPT=REJTPTU1MTUmSU5UPTAmVkVSPTI=&clientId=12498.
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Luk, Siu Lun. "Department store image advertising in Hong Kong : management and customer responses." HKBU Institutional Repository, 1995. https://repository.hkbu.edu.hk/etd_ra/50.
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Olson, Jenny G. "The effect of young women's sexual self-schemas on emotional responses to sexualized female imagery in magazine advertising." Muncie, Ind. : Ball State University, 2009. http://cardinalscholar.bsu.edu/433.
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Castonguay, Jessica. "Paradoxical Promotions: Age Differences in Children's Responses to Food Advertising Triggering Multiple Health Schemas." Diss., The University of Arizona, 2014. http://hdl.handle.net/10150/316898.
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The present study investigated whether exposing children to a television advertisement for a sugar-laden cereal that depicts physical activities influences their perceptions of the promoted food as healthy and appealing differently than exposure to an advertisement for the same product without the depiction of physical activities. Differences in the impact each advertisement had on children's attitudes toward and intentions to exercise were also examined. In addition to testing the straightforward effect of advertising exposure, this study explored the potential for age differences to lead to differing interpretations of advertising messages. A 2 (advertising condition) X 2 (age group) experimental design was employed. Participants were randomly assigned to view an advertisement for Frosted Flakes cereal that either did or did not depict physical activities. They were then offered three snack options, including Frosted Flakes, and asked a series of questions pertaining to their perceptions of the advertised cereal, the depicted physical activities, and more general forms of exercise. Exposure to advertising promoting an unhealthy food alongside portrayals of physical activity had an immediate strengthening effect on children's perceptions of the food's healthfulness. Likewise, younger children held more positive attitudes toward the promoted food when they viewed an advertisement associating it with physical activities. However, children's attitudes toward and intentions to engage in any form of exercise did not differ as a result of the advertisement they had viewed, regardless of the child's age. These findings help to explain prior research showing that children's exposure to food advertising is related to nutritional misperceptions. They are consistent with a growing body of research revealing that children respond favorably to food advertisements that associate a product with healthfulness. These findings contrast with food companies' assertions that promoting physical activity in their marketing is encouraging children to maintain a healthy lifestyle.
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Barry, Benjamin. "A dream we can believe in : a cross-cultural analysis of consumers' responses to models and promotional copy in fashion advertising." Thesis, University of Cambridge, 2012. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.610449.
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Pawlowski, Ilona Paulina. "Sex in Women's Magazine Advertising An analysis of the degree of sexuality in women's magazine advertising across age demographics and women's responses." Thesis, University of Canterbury. Political Science and Communication, 2007. http://hdl.handle.net/10092/1002.
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On opening women's magazine the reader is bombarded with page after page of advertisements featuring highly sexualised images of women. This thesis explores the use of sexuality in contemporary women's magazine advertising and how women respond to this. A year-long analysis of twelve different monthly magazines, spanning three different age demographics was undertaken. A comprehensive coding schedule was developed, and over 5000 advertisements were analysed in a quantitative manner to determine the level of sexuality. Nearly 500 women took part in an online survey. It was designed to gauge their responses to the use of sex in advertising, as well as the influence of advertising overall. This analysis found that sex is a tool used by advertisers in almost every advertisement that appears in women's magazines, particularly those targeted at the youngest age demographics. Some products, such as fragrances, rely more heavily on the use of sex in their advertising campaigns than others. The women surveyed believed that average and older women are under-represented in advertising. Women tend to recollect advertisements that promote a 'promise' or an idealised lifestyle set in a sexual context. Recollection is, of course, the aim of advertising, so it would appear that the use of sex is here to stay.
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Cavanah, Cassidy R. "Genre, Birth Cohort, and Product Perception: Responses to Background Music in Commercial Advertising." Scholarship @ Claremont, 2013. http://scholarship.claremont.edu/scripps_theses/198.
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Research shows that music transmits both embodied (universally perceptible) and referential (culturally specific) meanings. The present study sought to explore the persuasive power of music in commercial advertising, and the complex ties that exist between music, life experience and perception. The study looked at how the perception of a product could be altered in accordance with specific embodied and referential meanings. With a focus on the effects of music genre and birth cohort on product perception, embodied meanings were expected to produce similar results across birth cohorts, and referential meanings were expected to produce significantly different results. A total of 100 participants were administered the survey online. Participants watched 30-second original video clips and were asked to complete a survey. There were 16 videos made with the 4 products types and 4 music genres selected for the experiment. The survey measured perception through ratings of agreement to statements; one set of statements aimed to measure embodied meaning and the other to measure referential meaning. Each measure of the survey was individually analyzed; data used here is from the analysis of a product as classic. There was a significant main effect of music genre on product perception for a majority of the measures, F(3,273)=13.075, p F (2,91)=3.941, p=.023. There was no significant interaction between birth cohort and music genre on product perception for any measures, F(6,273)=.801, p =.570. Results show that the older cohort prefers classic rock and jazz, the younger birth cohort prefers electronic and pop. Results for the questions looking at referential meaning primarily produced insignificant results.
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Allen, Charlotte. "Stereotypes in Retail Print Advertising: The Effects of Gender and Physical Appearance on Consumer Perceptions." Thesis, University of North Texas, 2001. https://digital.library.unt.edu/ark:/67531/metadc3069/.
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The retail sector spends millions of dollars each year advertising to consumers. This is a considerable investment for companies seeking effective ways to inform and persuade the consumer. Consequently, retailers need to develop creative message strategies and tactics that will positively affect consumer attitudes. One particular tactic available to retailers is the use of a spokesperson in the advertisement. Salespersons are used in numerous advertisements and can provide key benefits to an advertiser. However, to maximize these benefits, retailers need to carefully select the spokesperson that will be most effective for their store and product. This purpose of this research is to examine the characteristics that influence consumers' perceptions of print advertisements that include a spokesperson in the advertisement. Most of the past literature concerning spokespersons has concentrated on the consumer perspective of meeting and interacting with a living, breathing person. This research seeks to use the past research on salespeople to examine the spokesperson as a cue in a print advertisement. In this perspective, the consumer views the spokesperson from a visual-only perspective. The proposed experiment will utilize print advertisements from two retail businesses. More specifically the study will investigate how consumers react if the individual viewed in the advertisement is typical (matches with their preconceived stereotype) or if the salesperson is atypical (does not match with their preconceived stereotype). This research also examines how men and women are viewed differently in the spokesperson role and how changes in physical appearance may impact consumers' perceptions. The research also studies the influence of spokesperson stereotypes on consumers' cognitive responses.
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Fan, Fei. "Consumers' perceptions and responses to advertising with product endorsements by traditional celebrities and online influencers : a relational approach." HKBU Institutional Repository, 2020. https://repository.hkbu.edu.hk/etd_oa/888.
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The practice of celebrity endorsement has been widely adopted in advertising industries around the world. In the Chinese advertising world, celebrity endorsement has been a commonly used strategy since 2010. Celebrities from the entertainment and sports industries have been frequently employed to promote messages about advertised brands or products. This is a traditional way of celebrity endorsement. Recently, however, the development of new media has led to the emergence of self-made micro-celebrities, termed 'online influencers' in this dissertation. Facing the popularity of online influencers in the digital world, marketing communication practitioners have started using them to advertise brands and products, and to engage target audiences in advertisements. A new way of celebrity endorsement has developed. As a result, advertisers need to make decisions on whether to adopt traditional celebrity endorsement or online influencer endorsement. In this regard, it is necessary to figure out which celebrity endorsement method, traditional celebrity or online influencer endorsement, is more persuasive. Our study aims to explore how celebrity-audience relational motives (information, entertainment, and involvement motives) interact with celebrity endorser's typology (traditional celebrities or online influencers) to determine the persuasiveness of celebrity endorsement appeals in advertising. The study's conceptual framework hypothesized that celebrity-audience relational motives play a determining role in the audiences' attitudes toward celebrities, whereas celebrity typology adjusts the impact of celebrity-audience relational motives on the audience's attitude toward celebrities. Also, it was theorized that audiences' attitudes toward celebrities would influence the persuasiveness of advertisements containing celebrity endorsements. In this causal relationship, the celebrity-product fit moderates its impact. A mixed methodology was applied in this dissertation. The first method used was qualitative personal interviews, conducted with 15 Chinese respondents between August 2018 and February 2019. This exploratory study's purpose was to get audience's insights on their perceptions of traditional celebrity and online influencer endorsement, and to develop a conceptual framework based on the empirical data. Results in the first exploratory study revealed that compared with online influencers, a much closer relationship was found between interviewees and traditional celebrities. Also, the overall affective evaluation of traditional celebrities and their endorsement appeal was found to be more positive than that of online influencers. The second study confirms that celebrity-audience relational motives significantly determine the audience's attitude toward celebrity endorsers. The stronger the relational motives are, the more positive audience's attitude could be. Besides, celebrity typology effectively moderates the impact of entertainment motive on attitude toward celebrity endorsers. Moreover, if audiences evaluated celebrity endorsers positively, the persuasiveness of advertising with celebrity endorsement would be significantly improved on both affective and behavioral levels. Furthermore, the celebrity-product fit further enhances the advertising persuasiveness. Based on the findings, theoretical and marketing communication implications are suggested to enlighten communication practitioners on how to select celebrity endorsers and what factors to consider to guarantee the persuasiveness of advertising through celebrity endorsement appeals.
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Al-Kheraiji, Fahad Abdulaziz. "The culture of television advertising : an historical and empirical analysis of the content of television commercials and of the Saudi viewers' responses to advertising." Thesis, University of Leicester, 1992. http://hdl.handle.net/2381/34829.
Full textAbstract:
This exploratory study is to fill in some of the gaps in the current state of knowledge about the cultural exports of Multinational Corporations and Multinational Advertising Agencies. Another primary purpose of this research has been to investigate the nature of the relationship between advertising culture and Saudi television audiences and how this is reflected in both the content of television commercial and audience responses'. This study provides, firstly, a link between the past and present history of advertising in Saudi Arabia; secondly, it follows the detailed development of television advertising in Saudi Arabia from its inception in 1986 until 30th December 1989; thirdly, it indicates that the content of television commercials does not focus mainly on the selling intent (physical benefits and economic values) of products and services, but rather on the creation and enforcing of a global culture - a multinational culture - which plays on emotions, and social and personal values to achieve its ultimate goals; fourthly, it explores, empirically, the theoretical arguments about the effects of advertising on cultural values and national identity and the claim that it helps to implant Western ideology in less developed societies. This study raises concerns about the loss of cultural and national identity within Third World communities. The fear is that the threat arises not only from Western ideology but also from that of neighbouring countries, with their inexpensive production and opportunities for MNC manipulation at the expense of local culture, as in the case of Egypt and Lebanon's effect on Saudi Arabia culture. This concern is explained through the interaction between television commercials (senders) and Saudi society (receivers). Finally, the study encourages the use of more than one technique to tackle the complexity of studying advertising and culture. Two instruments, content analysis and survey, were used to bridge the gap between the sender and the receiver, or in other words, the gap between television presentation and viewers perceptions. The researcher hopes that this study is the seed for future work which can provide a more complete picture of advertising culture in the Third World.