Consumer attitude towards brand-extension incongruity: The moderating role of need for cognition and need for change

2012 ◽  
Vol 28 (5-6) ◽  
pp. 652-675 ◽  
Author(s):  
Kavita Srivastava ◽  
Narendra K. Sharma
Keyword(s):  
Need For Cognition ◽  
Brand Extension ◽  
Consumer Attitude ◽  
Moderating Role

Acceptance of Branded Video Games (Advergames)

2015 ◽  
pp. 851-871 ◽  
Author(s):  
José Martí-Parreño ◽  
Carla Ruiz-Mafé ◽  
Lisa L. Scribner
Keyword(s):  
Video Games ◽  
Cultural Differences ◽  
Empirical Research ◽  
Research Study ◽  
Product Placement ◽  
Primary Factor ◽  
Previous Experience ◽  
Consumer Attitude ◽  
Moderating Role

Advergames are free, branded video games used by advertisers to target audiences with marketing communications in a playful, interactive, and engaging way. Despite their advantages for consumers (i.e., free entertainment content), advergames can also cause concern in consumers (i.e., advertising clutter), making it necessary to explore consumers' attitudes that lead to acceptance of advergames. This chapter analyses the factors that lead consumers to accept advergames as an advertising format analyzing three variables related to consumer-media relationships: 1) consumer attitude toward advertising, 2) consumer attitude toward the presence of brands in video games, and 3) previous experience with video games. The moderating role of culture is also analyzed. To do so, an empirical research study involving American and Spanish students was developed. Findings suggest that attitude towards advertising is the primary factor affecting advergame acceptance for the Spanish sample, while attitude towards product placement in advergames is the primary factor affecting advergame acceptance for the American sample. These results suggest cultural differences related to advergame acceptance.

MODERATING EFFECTS OF NEED FOR COGNITION ON ATTRACTIVENESS STEREOTYPING

2001 ◽  
Vol 29 (4) ◽  
pp. 313-321 ◽  
Author(s):  
Arthur H. Perlini ◽  
Samantha D. Hansen
Keyword(s):  
Personality Traits ◽  
Physical Attractiveness ◽  
Cognitive Activity ◽  
Need For Cognition ◽  
Moderating Effects ◽  
Peripheral Cues ◽  
Moderating Role

The present study investigated the moderating role of need for cognition (NFC), the tendency to engage in, and enjoy, effortful cognitive activity, on the attractiveness bias. Based on previous research suggesting that people low in NFC are more strongly influenced by peripheral cues of persuasion (including physical attractiveness), it was expected that such individuals, compared to those high in NFC, would exhibit a stronger tendency to attribute socially desirable traits to attractive persons. Participants high and low in NFC rated one of four photographs that varied in attractiveness and sex on 17 bipolar personality traits. While both high and low NFC participants rated the attractive target photographs as more socially desirable than the unattractive photographs, the magnitude of this effect was substantially larger for the low NFC participants. The findings suggest that NFC plays a moderating role in the attractiveness bias.

Same Service, Different Ad Claims: The Moderating Role of Need for Cognition

2014 ◽  
Vol 31 (12) ◽  
pp. 1064-1073 ◽  
Author(s):  
Lars Erling Olsen ◽  
Bendik Meling Samuelsen ◽  
Tarje Gaustad
Keyword(s):  
Need For Cognition ◽  
Moderating Role
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