bluuebunny/crossref_metadata_2025_split huggingface dataset:
Brain wave analysis in advertising research. Validation from basic research & independent replications
Authors: Weinstein Sidney , Drozdenko Ronald , Weinstein Curt 
Published: July 2007

AbstractEvidence is presented from both basic and applied EEG studies which validates the use of EEG methods as evaluators of advertising effectiveness. Despite variations in methodology and interpretation, there is considerable consensus on the ability of the EEG to reflect cognitive and attentive processes. Studies are also cited which have independently replicated our findings on the relationship of EEG to recall, frequency of ad exposure, and advertising content. New research data from our laboratory are presented on the relationships of brain response and respondents' ratings to purchase simulation. Cross‐validation of advertising research methods is also discussed.
A developmental study of preference for advertised toys
Authors: Fischer Mary Ann 
Published: July 2007

AbstractThe hypothesis was tested that five‐year‐olds would be more easily persuaded than eight‐year‐olds to prefer certain toys after viewing ads for these toys. Forty kindergarteners and forty third graders viewed either a control commerical or an ad for a toy they had ranked fourth out of a group of seven toys shown to them in a preference task. After viewing, they repeated the preference task. The dependent variable was the post viewing rank of the toy that had been ranked fourth prior to viewing. Analysis of variance revealed only a significant grade by viewing condition interaction in which the older children liked the toy significantly better if they had viewed a commercial for it. Younger children showed no significant viewing effects. Results are discussed in terms of their implications for cognitive variables which may be responsible for the age differences in the effects of exposure to television commercials.
Problem‐definition in marketing research: Facilitating dialog between clients and researchers
Authors: Jones Sue 
Published: July 2007

AbstractThe nature of the client‐researcher relationship and the psychology of problem‐definition as a personal interpretative process is examined. It is argued that researchers who work within norms of rational‐science objectivity and do not pay attention to learning about their clients' particular, subjective problem‐definitions do so at the potential cost of their own recommendations being ignored. An explicit modeling technique for facilitating problem definition is presented.
The effects of television advertising execution on recall, comprehension, and persuasion
Authors: Stewart David W. , Furse David H. 
Published: July 2007

AbstractThe present study fills a gap in the advertising effects literature for a large‐sample comprehensive study of the impact of general message factors on recall and persuasion measures of advertising performance. An analysis of executional factors in 1059 television commercials revealed that the presence of a brand differentiating message accounted for more variance in persuasion than other executional factors. Recall and persuasion performance were more closely related for new products than for established products. A brand differentiating claim in the commercial was the most important single executional factor affecting advertising effectiveness.
Frugality: A cross‐national moderator of the price‐quality relationship
Authors: Pettit Kathy L. , Sawa Sonja L. , Sawa Ghazi H. 
Published: July 2007

AbstractDespite numerous studies of the effect of price information on perceived quality, the existence of a generalized price‐quality relationship is still uncertain. Methodological differences among studies make comparisons difficult. Additionally, individual difference variables have been largely ignored in the extant research. The current study investigated and found a significant mediating effect of a personal value—frugality—on the price‐perceived quality relationship, as well as on the relationship between price cues and purchasing estimates. The nature of the moderating role of frugality on imputed quality was found to be similar for consumers of two nationalities. Thus, the usefulness of employing frugality as a cross‐national segmentation variable is suggested.
Values, expectations from the marketing system and product expectations
Authors: Prakash Ved , Munson J. Michael 
Published: July 2007

AbstractThis paper suggests a theoretic basis for relating personal values, consumer expectations from the marketing system, and product expectations. More specifically, it suggests that personal values influence the consumer's normative standards regarding the marketing system, and that values and marketing system expectations together determine the consumer's expectations regarding product attributes. These relationships are empirically tested across three product classes and two ethnic groups—Blacks and Whites. Results indicate that among each ethnic group values are significantly related to marketing system expectations, which in turn are significantly related to product expectations. Additionally, the importance and function of specific value dimensions vary by ethnicity, and implications for research in the areas of personal values, satisfaction, and marketing strategy are discussed.
Implications for value research: A macro vs. micro perspective
Authors: Reynolds Thomas J. 
Published: July 2007

AbstractThe relation between macro approaches to research on consumer values, such as VALS, and micro approaches, such as the Means‐End Model, is discussed. The relevances of the Means‐End Model, represented by the attribute—consequence—value hierarchy, to judgment tasks of psychological distance and preference evaluation are reviewed. Specifics of the research methods and analysis procedures required to investigate the relative contribution of means‐end theory to explaining the underlying processes of these two judgment tasks are detailed.
Color and contrast in magazine advertising
Authors: Schindler Pamela S. 
Published: July 2007

AbstractColor in advertising is used to increase the impact of an ad. However, indiscriminant use of color can sacrifice contrast, thereby reducing legibility and readability, and decreasing the effectiveness of the ad. This descriptive study evaluates the application of contrast principles in color print advertising, concluding that, at best, marketers are inconsistent in using color to enhance the impact of their advertising.
Ethnicity, acculturation, and the importance of product attributes
Authors: Faber Ronald J. , O'Guinn Thomas C. , McCarty John A. 
Published: July 2007

AbstractThis investigation examined the relationship between subcultural group membership and the importance of various product attributes in purchase decisions. Subcultural group membership was defined on the basis of Hispanic ethnicity and level of assessed acculturation. The results indicate that cost considerations such as price and the availability of credit best distinguish these groups. This is particularly meaningful, given that these results persist even when income level is statistically controlled. The second major purpose of the investigation was to test the appropriateness of the traditional progressive learning model of acculturation within the specific buyer behavioral context of product attribute importance. The findings clearly indicate support for this model.
Values of middle‐class blacks and whites: A replication and extension
Authors: Goldsmith Ronald E. , White J. Dennis , Stith Mew T. 
Published: July 2007

AbstractThis study gathered ratings of the importance of the 36 Rokeach terminal and instrumental values from 37 black adults, 53 white adults, 105 black and 113 white students. The purpose was to replicate Ness and Stith's (1984) [Ness, T. E., and Smith, M. T. (1984). Middle‐class values in blacks and whites. In Pitts, R. E., and Woodside, A. G. (Eds.), Personal values and consumer psychology (pp. 231–237). Lexington, MA: D.C. Heath & Co.] finding that black adults rated many of these values higher than did white adults at the same socioeconomic level. The results support this finding. Black students rated many of the values higher than white students, and students in general rated many of the values higher than did adults in general. Measuring and controlling for two response sets, yeasaying and social desirability, showed that the race difference for the adult subsample could not be ascribed to these artifacts, but that many apparent age differences in value ratings could be accounted for by response set effects.
Effects of Message Modality and Appeal on Advertising Acceptance
Authors: Liu Scott S. , Stout Patricia A. 
Published: July 2007

AbstractDifferences in emotional response, cognitive response, attitude toward the ad and attitude toward the brand were observed after subjects were exposed to advertising messages of different modalities (audiovisual vs. audio‐only) and appeals (rational vs. emotional). Hypothesized causal models depicting the relationships among the dependent measures were tested using LISREL. Results sup ported the mediating roles of both emotional and cognitive responses in the acceptance of advertising messages.
Diversity in product symbolism: The case of female executive clothing
Authors: Solomon Michael R. , Douglas Susan P. 
Published: July 2007

AbstractMany social roles are associated with and identified by product symbols. Yet, frequently, there is much ambiguity among consumers regarding which products denote a given role, and the specific products which communicate desired role attributes. The study examines factors influencing the diversity of clothing symbols associated with the female executive role. A conceptual framework focusing on role‐related variables, aesthetic versus instrumental attitudes towards clothing, and information sources consulted in relation to clothing choice is developed and tested on data from a national survey of female executives.
Television advertising and childrens' attitudes toward proprietary medicine
Authors: Rossano Matt J. , Butter Eliot J. 
Published: July 2007

AbstractThe effect of exposure to television drug advertising on children's attitudes toward proprietary medicines and medicine use was investigated in two experiments. The first experiment presented the commercials in a realistic program context fashion. The second experiment presented the commercials in a more direct and controlled manner. Using drug questionnaires, the subjects were assessed for their attitudes regarding the use of proprietary drugs. The results of both studies indicated that exposure to drug advertising had little influence on children's attitudes. Furthermore, children preferred not to watch drug commercials in comparison to a TV program or other types of commercials.
Identifying feelings elicited by advertising
Authors: Aaker David A. , Stayman Douglas M. , Vezina Richard 
Published: July 2007

AbstractThis study attempts to identify feelings that are precipitated by advertising. A total of 655 feelings were reduced to set of 180 that were judged by respondents to be most likely to be stimulated by advertising. This group was clustered on the basis of similarity between feeling judgements. Two nested sets of feeling clusters emerged: one of size 22 and the other of size 31.
The case against subliminal manipulation
Authors: Moore Timothy E. 
Published: July 2007

AbstractClaims persist that subliminal messages can have significant effects on motives and behavior. Among the more dramatic declarations are claims that: (1) subliminal auditory messages can induce weight loss, smoking cessation, etc., (2) reversed speech messages in popular music can corrupt youthful listeners, (3) psychotherapy can be facilitated by the subliminal stimulation of unconscious wishes, and (4) advertisers can exploit consumers by means of subliminal directives. A review of the pertinent research purporting to demonstrate these claims was conducted. It is concluded that there continues to be no evidence that subliminal messages can influence motivation or complex behavior.
Effects of debriefing in marketing research involving “Mild” deceptions
Authors: Toy Daniel , Olsen Jerry , Wright Lauren 
Published: July 2007

AbstractAlthough behavioral researchers in marketing frequently deceive their subjects, relatively few report postexperimental debriefings. We hypothesize that researchers may avoid debriefings because (a) they feel their deceptions are so minor that debriefings are unnecessary, and (b) they fear possible negative reactions when subjects learn of the deceptions. We present the results of an experiment in which we measured debriefing effects on subjects who received such “mild” deceptions. Our results suggest that researchers have little to fear from conducting debriefings in these situations. We conclude by making several suggestions for administering debriefings and by identifying several issues concerning the effects of debriefings and deceptions that warrant future research.
Memory for implied versus directly stated advertising claims
Authors: Harris Richard J. , Trusty Michael L. , Bechtold John I. , Wasinger Louise 
Published: July 2007

AbstractAn experiment tested young adults' memory for advertising slogans that either stated a strong claim directly or only implied the same claim by stating it in a much weaker form. Several advertising slogans were inserted into a story. There were two versions of each slogan, asserted and implied. The asserted version made a claim very directly and strongly (e.g.Alka‐Seltzer stops common aches). The implied version only suggested the stronger claim (e.g.Alka‐Seltzer helps lessen common aches). Subjects read the story, which contained one of the two versions of each ad. After subjects finished reading the story, they were asked to recall all the brands and products. Then they performed a multiple choice task testing memory for the content of the advertising claims. While results showed no difference on the recall task, subjects on the multiple choice task frequently falsely recognized implied claims as asserted but seldom the reverse. Although they correctly recognized more asserted than implied claims, they were more confident in their correct memory for the implied claims. Results were applied to the problem of deceptive advertising.
Measuring Purchase‐decision involvement
Authors: Mittal Banwari 
Published: July 2007

AbstractPurchase‐decision involvement is distinguished from product‐class involvement. Literature on consumer involvement is shown to be lacking a measure of purchase involvement. Therefore, a scale of purchase‐decision involvement is developed. Two empirical studies are described and are shown to furnish tests of convergent and discriminant validities. The individual items of the proposed scale are explicitly embedded in the purchase‐decision context, and the scale is simple and parsimonious, making it especially useful to practitioners.
Brand choice and deep price discounts
Authors: Moore David J. , Olshavsky Richard W. 
Published: July 2007

AbstractWhenever price is presented in a discount format it can perform an informative role in brand choice. This article postulates the occurrence of an “attribution” process to account for the possibility that a very deep price discount produces a decrease in the desirability of the discounted brand under choice conditions involving unfamiliar brands and/or discount store (as opposed to department store). Hypotheses derived from the theoretical analysis are tested in a laboratory experiment. The results of the study support the proposition that the desirability of a discounted unfamiliar brand does not continue to increase as the size of the price discount increases. Predictions concerning the effects of store type and size of price discount were not confirmed. The article concludes with a brief discussion of the implications for marketing management.
Race, sex, and fashion innovativeness: A replication
Authors: Stith Melvin T. , Goldsmith Ronald E. 
Published: July 2007

AbstractThis article reports a study of differences in self‐reported fashion innovativeness, fashion opinion leadership, and spending for new fashions between middle‐class blacks and whites of both sexes. The data was obtained by a mail survey from a random sample of 568 consumers from five states. Analysis of covariance with the effects of age and income controlled indicated (1) a strong main effect for sex, with women reporting greater fashion innovativeness, opinion leadership, and spending than men; (2) a weak main effect for race, with blacks reporting greater innovativeness, opinion leadership, and spending than whites. The difference between the sexes was larger than the difference between races, and no interaction effects were observed.
Justifying the enclosure of monetary incentives in mail survey cover letters
Authors: Biner Paul M. , Barton Deborah L. 
Published: July 2007

AbstractAn experiment was conducted in which survey questionnaires were sent to two hundred randomly selected residents of a midwestern city. For half of the respondents, a one dollar bill ($1.00) was enclosed with the questionnaire whereas for the other half, only a quarter ($.25) was enclosed. Furthermore, the enclosure of the monetary incentive was justified in the cover letter as either an appreciative gesture or as a direct attempt to induce feelings of obligation to return the questionnaires. Subsequent response rates were assessed by condition. The overall response rate for the $1.00 condition was significantly higher than the response rate for the $.25 condition. Furthermore, the obligatory cover letter produced a significantly higher response rate than the appreciative cover letter, but only within the $1.00 conditions. Theoretical implications are discussed.
Effects of involvement, argument strength, and source characteristics on central and peripheral processing of advertising
Authors: Andrews J. Craig , Shimp Terence A. 
Published: July 2007

AbstractThe reported experiment tested predictions made by the elaboration likelihood model (ELM). Manipulations of message processing involvement, argument strength, and favorability of source information were used to examine predicted effects on cognitive response activity and attitude change. Major study findings reveal general support for ELM predictions concerning cognitive response activity, as well as support for central and peripheral attitude change predictions. In addition, central route attitude change was influenced by message cognitions, while peripheral route attitude change was determined by both message cognitions as well as simple perceptions of the source. A theoretical interpretation of the results and implications for advertising practice are offered.
Children's use of perceptual cues in product categorization
Authors: John Deborah Roedder , Sujan Mita 
Published: July 2007

AbstractThis study examines how young children use perceptual cues in categorizing products. Specifically, we examine the notion that young children use perceptual cues in a more informed fashion than is generally assumed by traditional viewpoints on cognitive development. Data from the three age groups—four‐ and five‐year‐olds, six‐ and seven‐year‐olds, and adults—confirm that even young children can use perceptual cues in a manner that is diagnostic of product category membership and that this ability increases with age.
Advertisement pacing and the learning of marketing information by the elderly
Authors: Ensley Elizabeth E. , Pride William M. 
Published: July 2007

AbstractThis study investigates how pace of information presentation to the elderly influences learning of marketing information. The learning task involved recalling or recognizing brand, product, and commercial information from three advertisements which were mechanically manipulated through time compression or expansion to expose a subject to the commercials at different paces. In order to test the total time hypothesis of Cooper and Pantle (1967), the total time of exposure was held constant by varying the repetitions of the advertisement. Results indicate that elderly consumers remember less than younger subjects, but support the total time hypothesis of no pacing effects for older subjects. Some support was also found for applicability to younger subjects.
Country‐of‐origin effects on product quality judgments: An information integration perspective
Authors: Hastak Manoj , Hong Sung‐Tai 
Published: July 2007

AbstractFunctional measurement methodology is used to examine the simultaneous effects of country‐of‐manufacture and price information on judgments about product quality and overall product evaluation The results suggest that a simple (constant weight) averaging model adequately accounts for the cognitive algebra used by consumers to integrate country image and price cues Also, the derived scale values for country image and price suggest that these variables produce roughly equivalent (and strong) effects on product Judgments Implications of these results for future research on country‐of‐origin effects are discussed.
You look “mahvelous”: The pursuit of beauty and the marketing concept
Authors: Bloch Peter H. , Richins Marsha L. 
Published: July 2007

AbstractResearch has repeatedly shown that substantial benefits accrue to those who are attractive. Knowledge of such benefits seems to be shared by the general public, and billions of dollars annually are spent on appearance‐enhancing products. This article examines the functions of adornments and their linkage to attractiveness assessments. In addition, a number of influences on level of adornment usage are described. Finally, consequences for marketers are discussed along with a proposed research agenda.
Gender schematicity and preference for gender‐typed products
Authors: Worth Leila T. , Smith Jeanne , Mackie Diane M. 
Published: July 2007

AbstractTwo experiments demonstrated that subjects preferred products described in terms congruent with their self‐perceived schema for masculinity or femininity. In Experiment 1, male subjects were classified as highly masculine or not so masculine on the basis of their self‐ratings. Those who were highly masculine preferred a product described in very masculine terms and those who were not so masculine preferred a product described in feminine terms. In Experiment 2, female subjects were classified as highly feminine or not so feminine on the basis of self‐ratings. Highly feminine subjects liked a product best when it was described in highly feminine terms, next most when it was described as having both masculine and feminine attributes, and least when it was depicted as totally masculine. Subjects who saw themselves as less feminine showed the opposite pattern of preference. These effects did not appear to be mediated by differential processing of schema‐consistent information.
Consumer demographics and reaction to product tampering
Authors: Jackson Gary B. , Jackson Ralph W. , Newmiller Clyde E. 
Published: July 2007

AbstractWith product tampering becoming a more common phenomenon, the impact on consumer psychology will possibly become a major factor in consumer reaction to packaged products; consumer attitudes, as well as actions may change accordingly. This article reports on a study that examined how different demographic groups reacted to tampering. The results indicate there are some differences in the groups, especially in terms of age and education. The findings seem to point to some underlying factors that may have an effect on consumer reaction to the problem.
An examination of the validity of direct product perceptions
Authors: Johnson Michael D. , Home David A. 
Published: July 2007

AbstractThe validity of a class of direct product perceptions is examined. Consumers recorded their perception of different products directly within exisiting spatial or treelike representations of the products' competitors. A conceptual model is developed that describes consumers' ability to provide direct perceptions within both space and tree representations for both brands and product categories. An empirical study is reported which supports the model and the validty of the recorded perceptions.