Ad processing and persuasion: The role of brand identification (original) (raw)
Related papers
2019
In the present two-study mixed-method research, we aimed to explore how different ad representation dimensions influence the recognition of new advertising formats. Furthermore, we also investigated the effect of ad recognition on ad and brand liking. In line with the past applications of schema theory to advertising (Evans and Park 2015), as well as categorization theories, we found in both studies that ad representation dimensions influence ad recognition of new advertising formats, especially when the relevant feature is present in the ad. Ad representation dimensions such as branded, biased or selling facilitated ad recognition, while informative had a negative effect on ad recognition. The sponsored journal article represented an exception as both branded and biased representations hindered ad recognition. Furthermore, the effect of ad recognition on ad and brand liking varied across the tested messages. Theoretical and practical implications have been formulated. Future research might consider to further explore the effect of ad schemas on advertising and brand attitudes.
The effect of brand awareness on intrusive advertising
PsycEXTRA Dataset, 2000
Typically one expects that brand activities that frustrate a consumer will hurt the brand. However, we demonstrate that intrusive advertising hurts the brand only when the consumer is able to later recognize the brand. When consumers recognize the offending brand, processes consistent with evaluative conditioning dominate and the brand suffers. In contrast, when brand awareness is absent, mere exposure effects dominate and even highly intrusive advertising results in positive changes in evaluation. Our results are theoretically relevant by supporting the established findings that the positive mere exposure effect is independent of awareness, while evaluative conditioning is likely not to be. 4 As consumers use technology to bypass advertisements online, in television and on the radio, advertisers respond by developing new techniques to ensure that ads are noticed. The result is an evolution of increasingly sophisticated intrusive ads. For example, with pop-up blockers and other technologies limiting the effectiveness of traditional pop-up ads, advertisers and technology companies develop more attention-grabbingand some would argue more effective -advertising formats for the web. As one industry expert puts it -…for online advertising to work … these [online advertisers] have to keep upping the ante as consumers get used to the old ones‖ . The early intrusive ads have evolved, no longer limited to still images, but now capturing attention with mini-movies running across the screen complete with sound effects. Further, in other media different forms of intrusion emerge. Consider the cable company that makes customers sit through ads for their latest services before allowing access the customer service menu, the television channels with animated ads for one show running during the presentation of another, or the profusion of unannounced cell phones ads.
Consumers' Processing of Persuasive Advertisements: An Integrative Framework of Persuasion Theories
Journal of Marketing, 1999
In this article, the authors propose an integrative model of advertising persuasion that orders the major theories and empirically supported generalizations about persuasion that have been offered in the information-processing literature. The authors begin by reviewing this literature, placing particular emphasis on the assorted processes or mechanisms that have been suggested to mediate persuasion. To consolidate this material, the authors propose a framework that delineates three alternative strategies that people may use to process persuasive communications and form judgments, in which each strategy represents a different level of cognitive resources that is employed during message processing. In addition, the framework identifies a judgment correction stage that allows people to attempt to correct their initial judgments for biases that they perceive may have affected such judgments. The authors add to this by identifying particular processes that appear to mediate when and how these judgment formation and judgment correction processes operate. They also attempt to foster growth by specifying some of the critical issues and gaps in the knowledge that appear to impede further progress. Finally, the authors clarify how the proposed framework can inform the decisions advertising practitioners make about advertising execution and media factors. E very day, U.S. consumers are exposed to no less than 1000 commercial messages (Kotler 1997*). Regardless of their content and the techniques they employ, most messages share a common final goal: persuading target consumers to adopt a particular product, service, or idea. How do advertising messages influence consumers' judgments and preferences and thereby advance persuasion? A vast body of work has explored this question from various perspectives, seeking to develop a theoretical understanding of the persuasion process. Yet, to date, no single theory or framework that has been developed has been able to account for all the varied and sometimes conflicting persuasion findings. Presumably, this is because the complex process of persuasion is intricately dependent on a myriad of contextual, situational, and individual difference factors, whereas the theories remain relatively simplistic and narrowly developed. The inability of existing theories to accommodate all persuasion findings need not suggest, however, that these theories are inaccurate. Rather, we propose that these theories simply may represent pieces of persuasion processes that operate in certain conditions that are not always clearly specified. This view is consistent with the popular assump-*Authors were limited in the numberof references used in text, therefore, those references marked with an * are available at www.
Journal of Marketing Research, 1986
Attitude toward the ad (A"d) has been postulated to be a causal mediating variable in the process through which advertising influences brand attitudes and purchase intentions. Previous conceptual and empirical research on this topic has suggested four alternative models of the relationships between brand-related cognitive, affective, and conative responses and ad-related cognitive and affective responses. The authors describe a structural equations analysis of these four models, utilizing two data sets generated within a commercial pretest setting. The results suggest that a dual mediation hypothesis, which postulates that A"d influences brand attitude both directly and indirectly through its effect on brand cognitions, is superior to the other three models under the particular set of conditions in the pretest setting.
How Advertising Works: Alternative Situational and Attitudinal Explanations
Marketing Theory, 2004
Cognizant of the need to provide for situations ranging from high to low consumer involvement, this article proposes seven new models that recognize different purchase situations and varying attitude formation processes. Specifically, four high involvement models, two variants of a medium-to-lower involvement model, and two low involvement models are proposed. Each model provides for both first-time and repeat-purchase situations. All seven have been developed with the intention of providing advertisers with frameworks upon which to develop integrated marketing communication strategies. In addition to providing for a variety of purchase situations including differing levels of involvement, the models recognize situations where product trial is possible/not possible, as well as differences between first-time and sequential buying situations. They also distinguish between conceptual and experiential attitudes and accordingly, emphasize the importance of conation (direct experience) in...
Direct and indirect approaches to advertising persuasion
Journal of Business Research, 1990
While research suggests that advertisers can affect a particular belief intended to be changed (the intended belief) either directly by mentioning it or indirectly by mentioning other beliefs associated with it, the consequences of the two approaches are not deafly understood. Also, relatively little attention has been paid to visual elements that are not equivalent, but related, to verbal content. This study investigated the impact of 1) the directness of verbal claims (direct or indirect) and 2) the existence of visual cues about the intended belief (present and absent). It was found that persuasion was enhanced by visual cues that suggest the intended attribute. Results also indicated that when visual cues were absent, indirectly induced persuasion showed more stability over time than directly induced persuasion. Implications of the findings for understanding advertising effects are discussed.
The brand attitude formation process of emotional and informational ads
Journal of Business Research, 2005
This study examines brand attitude formation process by ad execution format (emotional vs. informational). For ads with an emotional ad format, heightening positive feelings and reducing negative feelings enhanced thoughts about credibility of the ad, which in turn affected ad attitudes and brand attitudes. For ads with an informational ad format, enhancing evaluative thoughts about the credibility of the ad enhanced positive feelings and reduced negative feelings. These variables in turn affected brand attitudes, both directly, and through the mediational influence of ad. These results have relevant theoretical implications for studying the various processes by which brand attitudes are formed and have managerially relevant implications regarding advertising copy-testing. D
“EFFECTS OF ADVERTISING APPEALS ON CONSUMER BRAND PERCEPTION”
Advertising is supposed to create a positive and strong relationship between consumers and advertisers. Consumers are informed about the features, quality, availability and affordability of products and when such products are similar it is obvious that the advertisement include an appeal which based on emotional intangibles through effective brand message.
Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of Involvement
Journal of Consumer Research, 1983
Undergraduates expressed their attitudes about a product after being exposed to a magazme ad under conditions of either high or low product involvement. The ad contained either strong or weak arguments for the product and featured either prominent sports celebrities or average citizens as endorsers. The manipulation of argument quality had a greater impact on attitudes under high than low involvement, but the manipulation of product endorser had a greater impact under low than high involvement. These results are consistent with the view that there are two relatively distinct routes to persuasion.
Processing of product placements and brand persuasiveness
Marketing Intelligence & Planning, 2016
Purpose This research contributes to literature on marketing communication by exploring the roles of depth of processing and the dispositional factor, need for cognition (NFC), on consumer perceptions of product placement. Design/methodology/approach A web-based experiment with a 2 (low versus high prominence) x2 (low versus high brand awareness) x2 (with versus without prior disclosure) between-subjects full factorial design was conducted. Findings The results indicate that prominent placements were found to elicit more extensive processing, which was negatively correlated with brand attitudes. A significant negative relationship between NFC and purchase intention towards a placed brand was also revealed. Practical implications The study offers managerial and policy implications for practitioners and educators. It is suggested that brand practitioners should avoid placing brands too prominently or in film genres which are cognitively demanding. The low NFC group appears to be more ...