Moderating Effects of Ad Format, Psychological Reactance, and Exposure Frequency on Web Users' Cognitive and Affective Processing of Internet Ad Massages PDF Download
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Author: Cong Li
Publisher:
ISBN:
Category :
Languages : en
Pages : 150
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Book Description
Author: Cong Li
Publisher:
ISBN:
Category :
Languages : en
Pages : 150
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Book Description
Author: Linda F. Alwitt
Publisher: Taylor & Francis
ISBN: 1000549127
Category : Psychology
Languages : en
Pages : 318
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Book Description
In the 1980s our understanding of how advertising affects consumer behavior was undergoing a dramatic transformation. Recent theoretical and methodological advances in cognitive psychology, social cognition, and artificial intelligence were largely responsible for this transformation. These advances provided a better understanding of the information acquisition process and how information is stored in memory. Consequently, we have been able to incorporate memory, the processing of visual information and affect into our models of advertising effects. However, there were still many unanswered questions. Among these are: (1) Exactly what is the relationship between the different mediators of persuasion? (2) How is memory for advertising related to persuasion? (3) What are the theoretical underpinnings of attitude toward the advertisement? (4) What determines the effect of persuasion over time? (5) What factors affect attention to advertising? (6) What psychological processes occur during the watching of a television commercial? and (7) What factors affect individual differences in the processing of advertising messages? Originally published in 1985, the chapters in this volume provide insights into these questions. They are organized in terms of four psychological processes which contribute to our understanding of how advertising works. These are affective reactions to advertisements, persuasion, psychological processes during television viewing, and involvement.
Author: Dong Won Choi
Publisher:
ISBN:
Category :
Languages : en
Pages : 134
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Book Description
This study explored how online video ad control features might influence viewer experiences with online video advertising. In particular, the study examined the impacts of an ad skip option and a remaining ad time display on psychological reactance and attitudinal response to the video ad. The study also investigated the mediating role of perceived control and the moderating role of desire for control (DFC). The results of a 2 (Skip option: presence vs. absence) ©-- 2 (Time display: presence vs. absence) between-subjects experiment revealed that viewers perceived higher control over the ad and lower ad intrusiveness and lower ad irritation when the ad skip option was available than when the ad skip option was not available. However, the presence of the skip option did not result in more favorable attitude toward the ad (Aad) or attitude toward the brand (Ab). Similarly, the presence of the ad time display led to higher perceived control over the ad and lower ad intrusiveness and lower ad irritation but did not lead to more favorable Aad or Ab than the absence of the ad time display. Moreover, the results show that the pathway from perceived control to psychological reactance mediated the effects of the two online video ad control features on Aad. Lastly, DFC did not significantly moderate the impact of perceived control on psychological reactance.
Author: Patricia Cafferata
Publisher: Free Press
ISBN:
Category : Business & Economics
Languages : en
Pages : 440
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Book Description
Practitioner's and academicians' views are integrated in this overview of current thought regarding consumers' cognitive and affective responses to advertising.
Author: Eddie M. Clark
Publisher: Psychology Press
ISBN: 1317783379
Category : Business & Economics
Languages : en
Pages : 346
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Book Description
Linked from the days of their origins, psychology and advertising developed as independent disciplines at almost the same time in the late nineteenth century. Providing an important arena in which psychologists have tested methods and theories, advertising has been a stimulus for research and development in such diverse specialties as learning and behavioral decision theory, psychometrics, perception, and social and mathematical psychology. Psychology, in turn, has contributed a wide assortment of tools, theories, and techniques to the practice of advertising. These contributions have found their place in virtually all areas of advertising practice -- stimulating creativity, evaluating the creative product, and informing the scheduling of media. Purposely eclectic, this volume presents new issues in consumer psychology and advertising such as the relationship between gender differences, cortical organization and advertising; new approaches to old issues such as attention as an epiphenomenon, and meta-analysis of comparative advertising research; and new applications of consumer psychology to other fields such as examining health behavior as consumer behavior, affect and political advertising, and the relationship between advertising and eating disorders. This volume is the result of the Sixth Annual Advertising and Consumer Behavior Conference, which was designed to bring together researchers and practitioners from both psychology and advertising. Chapter contributions are made by professionals in advertising and marketing, professors in psychology and marketing departments, and psychologists who consult for advertising and marketing organizations. Thus, the chapters represent a microcosm of the type of interaction that has characterized the interface of psychology and advertising for more than a hundred years.
Author: Haksik Lee
Publisher:
ISBN:
Category : Advertising
Languages : en
Pages : 316
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Book Description
Author: Manish Srivastava
Publisher: GRIN Verlag
ISBN: 3640217942
Category : Social Science
Languages : en
Pages : 17
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Research Paper (postgraduate) from the year 2008 in the subject South Asian Studies, South-Eastern Asian Studies, grade: A, , language: English, abstract: Online media and its increasing usage rate have changed the marketer’s world for targeting their consumers. Internet advertising has recaptured the imagination of marketers, who see an enormous potential to raise the profile of their brands through Internet vehicles. Companies are moving online across the spectrum of marketing activities, from building awareness to after-sales service, and they see online tools as an important and effective component of their marketing strategies. In the light of widespread use of Internet, the marketers & advertisers target their consumers by developing emotional bonding/ connection with them. Today, most of the Internet advertisements are created on the basis of emotional integration appeals. Currently, there exists are limited studies related to emotional connection and its formation. Therefore, the objective of this research paper is to provide an insight at the factors responsible for developing emotional appeal, and a means by which internet advertising can contribute to the formation of emotionally-charged consumer connection. The paper first describes the importance of Internet advertising in this digital economy and emotional message appeals used by the advertisers in the internet advertisements The second part explores contribution of each of the factors in the process of developing emotional connection with the audience and also Integration of these factors in developing emotional bonding with the viewers.
Author: Seunghyun Kim
Publisher:
ISBN:
Category : Internet advertising
Languages : en
Pages : 132
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Book Description
Author: Jung Kyu Kim
Publisher:
ISBN:
Category : Electronic dissertations
Languages : en
Pages : 121
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Book Description
Although there have been studies of how narrative ads affect viewers' responses more effectively compared with argumentative ads, there has been very little research done to specify kinds of message factors within narrative ads. However, it is crucial to understand what message factors enhance or inhibit narrative processing in order to produce more persuasive ad messages. In this study, the main and interaction effects on narrative processing of two message factors - plot type (product-centered vs. non-product-centered) and message sensation value (MSV; high vs. low) were investigated. The persuasion knowledge model and the limited capacity of information processing model were integrated to predict and explain effect patterns. Significant main effects were found for both message factors. In terms of plot type, a non-product-centered plot showed a significantly greater level of narrative processing than a product-centered plot which activated viewer's inference of manipulation intention. MSV also had a significant main effect; narrative ad messages with high MSV led to greater narrative processing. The analyses of interaction effects between the two factors, however, revealed a change of effect direction. When viewers watched a narrative ad with a product-centered plot, high MSV demanded additional cognitive resources from the viewers and hindered them from using their cognitive resources to activate inference of manipulation intention, leading them to evaluate high MSV ads as demanding a greater level of narrative processing compared to low MSV ads. However, in the non-product-centered plot condition, ad viewers regarded high MSV as a distraction which hampered their ability to transport themselves to a dramatized narrative world and therefore they evaluated these ads as less enjoyable. Theoretical and practical implications of the findings are discussed.
Author: Francisco J. Martínez-López
Publisher: Springer Science & Business Media
ISBN: 3642397476
Category : Business & Economics
Languages : en
Pages : 1004
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Book Description
This research handbook provides a comprehensive, integrative, and authoritative resource on the main strategic management issues for companies within the e-business context. It covers an extensive set of topics, dealing with the major issues which articulate the e-business framework from a business perspective. The handbook is divided into the following e-business related parts: background; evolved strategic framework for the management of companies; key business processes, areas and activities; and, finally, emerging issues, trends and opportunities, with special attention to diverse Social Web-related implications. The articles are varied, timely and present high-quality research; many of these unique contributions will be especially valued and influential for business scholars and professionals interested in e-business. Many of the contributors are outstanding business scholars who are or have been editors-in-chief of top-ranked management and business journals or have made significant contributions to the development of their respective fields.
