When and why vivid description is effective: The role of message involvement and utilitarian attitude

Author(s):  
Fei-Si Yao ◽  
Jing-Bo Shao
2016 ◽  
Vol 34 (6) ◽  
pp. 863-882 ◽  
Author(s):  
Angeline Gautami Fernando ◽  
Bharadhwaj Sivakumaran ◽  
L. Suganthi

Purpose Previous green research shows conflicting results regarding the relationship between environmental concern and persuasion. It has also largely overlooked the role of situational involvement. The purpose of this paper is to aim to show that message involvement influences attitude towards green advertisements. Design/methodology/approach To test the proposed model, an experimental study based on a sample of young adults in an emerging economy was used to investigate if situational involvement can produce favourable attitudes towards green advertisements. Findings Using PLS, it was found that fear and response efficacy increased message involvement which in turn was a significant predictor of attitude towards the advertisement. The findings show that advertisers can use these variables to increase message involvement. Originality/value This research extends previous studies on message involvement and expands current knowledge by showing that situational involvement predicts attitude towards green advertising.


2017 ◽  
Vol 35 (6) ◽  
pp. 706-723 ◽  
Author(s):  
Abdolreza Eshghi ◽  
Juhi Gahlot Sarkar ◽  
Abhigyan Sarkar

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.


2009 ◽  
Vol 5 (2) ◽  
pp. 131-146 ◽  
Author(s):  
Ian Ward

During the 1790s, Mary Hays was one of the most influential radical novelists and polemicists in England. She counted amongst her closest friends and mentors the likes of Joseph Johnson, William Godwin and Mary Wollstonecraft. During this tumultuous final decade of the century, she published two novels, The Memoirs of Emma Courtney and The Victim of Prejudice. Both were controversial in the extreme, attracting the opprobrium of conservative critics. What caused such consternation was not merely their vivid description of the myriad political and social injustices suffered by her female compatriots, but the role of the law in perpetuating such injustices. For much of the last two hundred years Hays has been a largely forgotten figure, her novels occasioning rare interest amongst literary critics and historians, rarer interest still amongst jurists. The purpose of this article is to address this neglect, and to recommend Hays as one of the most intriguing and urgent prophets of modern literary and jurisprudential feminism.


JAMA ◽  
1966 ◽  
Vol 195 (12) ◽  
pp. 1005-1009 ◽  
Author(s):  
D. J. Fernbach
Keyword(s):  

JAMA ◽  
1966 ◽  
Vol 195 (3) ◽  
pp. 167-172 ◽  
Author(s):  
T. E. Van Metre

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