Browsing by Subject "Advertising effectiveness"

Now showing 1 - 4 of 4

Competent and warm? : examining Asian stereotypes in advertising
(2018-06-26) Wang, Buduo; Atkinson, Lucinda
According to the Stereotype Content Model (SCM) (Fiske, Cuddy, Glick, & Xu, 2002), competence and warmth are the two key dimensions of stereotype content. Intelligent but nerdy, Asians and Asian Americans have been regarded as high in competence but low in warmth. The purpose of this study is to examine whether consumers perceive Asian models in advertising as more competent but less warm than white models. In addition, an objective is to examine how the model’s race interacts with the model’s perceived warmth and competence to further influence advertising effectiveness. Hypotheses are tested with a (2x2) between-subjects experiment with a national U.S. sample (n=136). Namely, the finding is that compared to White models, Asian models are perceived as both more competent and warmer, regardless of product category. People’s advertising evaluations are less likely to be affected by perceived warmth and competence when ads feature Asian models rather than white models. Indirect results show that: (1) the interaction between a model’s race and perceived competence (warmth) only influences low-involvement (high-involvement) products; (2) for high-involvement products, the influence of a model’s perceived warmth occurs in the opposite direction. For white models, more perceived warmth produces a more positive attitude toward the ad and a higher level of purchase intention for the product advertised. For Asian models in advertising, however, the adverse effect is observed. (3) Ads featuring white models are more likely to be influenced by a model’s perceived warmth or competence levels. More polarized advertising evaluations are found for ads with white models. The main contribution of this study is to the Stereotype Content Model, as it adds evidence that Asian models in advertising are indeed perceived as warm, contradictory to the literature (Fiske et al., 2002). The paper includes implications for theory (building on the Stereotype Content Model and meaning transfer) and implications for advertisers and practitioners of integrated brand promotion.
The impact of brand role on advertising effectiveness : the moderating role of message's regulatory focus
(2014-05) Choi, Dong Won; Cicchirillo, Vincent J.
While past research has revealed diverse forms of relationships between consumers and brands similar to those of interpersonal relationships, this research focuses on the perspective of the brand role in its relationship with consumer in an advertising context. Therefore, the present research examines the interactive effect of brand role (partner vs. servant) and regulatory focus message (promotion vs. prevention) on advertising effectiveness. The results show that interaction between brand role and regulatory focus message significantly influences advertising persuasiveness and consumers' attitudes toward the advertisement, but not consumer's advertising believability, attitudes toward the brand and purchase intention. To be specific, individuals are more persuaded and show more positive attitudes toward advertising when a partner brand is advertised with a promotion-focused message. In contrast, when a servant brand is advertised with a prevention-focused message, individuals are more persuaded and show more positive attitudes toward advertising.
Social media engagement : what does it mean for consumers, influencers, and brands?
(2022-08-03) Lim, HyunJoo; Wilcox, Gary B.; Bright, Laura F.; Eastin, Matthew S.; Brown-Devlin, Natalie; Whittaker, Tiffany A.
Social media is no longer just a place for social interaction, it is now a storefront where consumers start their purchase journey. Consumers go to social media to learn about businesses and make informed decisions when buying products and services. In this process, consumers expect to “engage” with businesses through various sources, contents, and platforms. The purpose of this paper is to help businesses understand the concept of engagement from the perspective of consumers, and its effect on social media advertising outcomes measured by engagement metrics and click-through-rates (CTR). The findings of this paper are threefold. First, influencers are suggested as effective source of persuasive messages for generating CTR in comparison to brand-promoted messages. Second, social media engagement metrics can strengthen the relationship between ad frequency and CTR. Third, for Facebook advertising, ad spend and frequency can have significant influence on CTR overtime, whereas for Instagram, only ad frequency is a significant predictor of CTR overtime. This study contributes to our knowledge of social media advertising effectiveness, as well as the role of influencers as message source, by examining behavioral trace data generated by consumers engaging with social media advertising campaigns. By examining real-time engagement patterns, this research provides immediate managerial implications that can be employed by businesses as they develop social media marketing plans for the future.
Time will construe me : the fit effect of culture, temporal distance and construal level
(2014-08) Kim, Dong Hoo; Drumwright, Minette E.; Sung, Yongjun
The present research examined how individuals’ cultural orientations influenced the relationship between their construal level and temporal distance. There were two studies in this research. Study 1 was composed of two parts. In the first part, the relationship between culture and construal level was examined through the Behavioral Identification Form (BIF). In the second part, the influence of culture on temporal distance and individuals’ construal level was investigated by analyzing participants’ descriptions of their lives. In study 2, the three-way interaction between culture, temporal distance, and the construal-level frame of persuasive messages (desirability vs. feasibility focused message) was investigated. A total of 200 students from two different countries (Korea and the U.S.) participated in the study. A fictitious brand and advertisement were created to examine the interaction. The findings revealed that individuals from an individualistic culture (U.S.) prefer abstract thinking to concrete thinking and focus more on the desirability than the feasibility of an event or object. And the reverse was true for individuals from a collectivistic culture (Korea). When individuals are in a proximal temporal condition, those from a collectivistic culture have a more proximal temporal perspective, and they are more likely to represent the future event in low-level terms. In contrast, individuals from an individualistic culture have a more distal temporal perspective and tend to represent the future event in high-level terms. Consistent results were found in an advertising context. When individuals from a collectivistic culture were in a proximal temporal condition, they tended to show a more favorable attitude toward the advertisement emphasizing the feasibility features of the product. The reverse was true for individuals from an individualistic culture.