Impact of narrative versus factual print ad copy on product evaluation: The mediating role of ad message involvement

Purpose – The aims of this study are twofold: to explore the influence of the typicality of brand story and regulatory focus on the effectiveness of argument strength and product evaluations and to examine the mediating role of being hooked. Design/methodology/approach – The study performed two experiments which showed how the measured or induced regulatory focus of a consumer in a given situation moderates the relationship between typicality of the brand story and product evaluations. Findings – The results show that prevention-focused individuals rely on the substance of the message after reading an atypical brand story, whereas promotion-focused individuals are more likely to be hooked by an atypical brand story. Moreover, the findings have also revealed that being hooked mediated the results of the interaction effects of the typicality of brand story and regulatory focus on product evaluation. Practical implications – A better understanding of the interplay effects between the perceived typicality of brand story and the regulatory focus of target audiences has the potential to help marketers increase the persuasiveness of their communication messages. Originality/value – To the authors’ knowledge, this is the first piece of research to examine how the typicality of brand story and regulatory focus can influence the likelihood of a consumer being hooked. Moreover, the present study is among the first to show that regulatory focus is an important moderator of the effects of typicality, and this contributes to the literature of categorization theory.

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Impact of online advertising on adolescent’s brand attitudes

Marketing Intelligence & Planning ◽

10.1108/mip-11-2016-0213 ◽

2017 ◽

Vol 35 (6) ◽

pp. 706-723 ◽

Cited By ~ 3

Author(s):

Abdolreza Eshghi ◽

Juhi Gahlot Sarkar ◽

Abhigyan Sarkar

Keyword(s):

Online Advertising ◽

Brand Attitude ◽

Task Orientation ◽

Brand Attitudes ◽

Content Type ◽

Mediating Role ◽

Individual Task ◽

Message Involvement ◽

The Impact

Purpose The purpose of this paper is to investigate the impact of online advertising on advertising message involvement (AMI) and brand attitude formation among adolescent consumers. More specifically, the impact of advertising copy type and individual task orientation on brand attitude is examined through the mediating role of AMI among a sample of adolescents in India. Moderating role of product’s technology intensiveness is also examined. Design/methodology/approach Experimental design with three-way factorial analysis of variance was conducted along with independent t-tests and regressions. Findings The results show that the effect of ad copy type and individual task orientation on brand attitude is mediated by AMI. While both narrative and factual ad copies are found to increase AMI among the respondents, narrative ad copies generate greater AMI when compared with factual ad copies, irrespective of respondents’ task orientation or technology intensiveness of the product. Managerial insights regarding the type of online advertising that would generate a greater AMI and more favorable brand attitude among adolescent consumers are discussed. Originality/value The contribution of this research lies in providing the empirical evidence regarding the type of online advertising that can help marketers generate a greater AMI and cultivate more favorable brand attitude among the adolescent consumers.

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The More You Say, the Less They Hear

Journal of Media Psychology Theories Methods and Applications ◽

10.1027/1864-1105/a000135 ◽

2015 ◽

Vol 27 (4) ◽

pp. 159-169 ◽

Cited By ~ 3

Author(s):

Elsbeth D. Asbeek Brusse ◽

Marieke L. Fransen ◽

Edith G. Smit

Keyword(s):

Hearing Protection ◽

Entertainment Education ◽

Mediating Role ◽

Attitude Measures ◽

Underlying Mechanisms

Abstract. This study examined the effects of disclosure messages in entertainment-education (E-E) on attitudes toward hearing protection and attitude toward the source. In addition, the (mediating) role of the underlying mechanisms (i.e., transportation, identification, and counterarguing) was studied. In an experiment (N = 336), three different disclosure messages were compared with a no-disclosure condition. The results show that more explicit disclosure messages negatively affect transportation and identification and stimulate the generation of counterarguments. In addition, the more explicit disclosure messages affect both attitude measures via two of these processes (i.e., transportation and counterarguing). Less explicit disclosure messages do not have this effect. Implications of the findings are discussed.

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Coping Humor as a Mediator Between Emotional Intelligence and Job Satisfaction

Journal of Personnel Psychology ◽

10.1027/1866-5888/a000185 ◽

2017 ◽

Vol 16 (3) ◽

pp. 155-159 ◽

Cited By ~ 4

Author(s):

Peizhen Sun ◽

Jennifer J. Chen ◽

Hongyan Jiang

Keyword(s):

Job Satisfaction ◽

Emotional Intelligence ◽

Future Research ◽

Satisfaction Scale ◽

Primary School Teachers ◽

Mediating Role ◽

Regulation Of Emotion ◽

The Relationship ◽

Overall Job Satisfaction

Abstract. This study investigated the mediating role of coping humor in the relationship between emotional intelligence (EI) and job satisfaction. Participants were 398 primary school teachers in China, who completed the Wong Law Emotional Intelligence Scale, Coping Humor Scale, and Overall Job Satisfaction Scale. Results showed that coping humor was a significant mediator between EI and job satisfaction. A further examination revealed, however, that coping humor only mediated two sub-dimensions of EI (use of emotion and regulation of emotion) and job satisfaction. Implications for future research and limitations of the study are discussed.

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