Comparison of the effects of help-seeking and product-claim direct-to-consumer advertising (DTCA) and the underlying mechanism

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Ida Darmawan ◽  
Hao Xu ◽  
Jisu Huh
Keyword(s):  
Help Seeking ◽  
Underlying Mechanism ◽  
Content Type ◽  
Differential Effects ◽  
Direct To Consumer ◽  
Knowledge Activation ◽  
Advertising Literacy ◽  
Direct To Consumer Advertising ◽  
Product Claim

Purpose The purpose of this paper is to evaluate the differential effects of help-seeking and product-claim direct-to-consumer advertising (DTCA) on consumers’ attitude toward the ad, intention to seek information and intention to see a doctor. This paper also seeks to examine the underlying mechanism of these effects and the moderating role of advertising literacy. Design/methodology/approach An online experiment was conducted with 130 adults who experienced narcolepsy symptoms and experimental stimuli promoting a fictitious drug for narcolepsy. Findings Help-seeking DTCA generated lower persuasion knowledge activation than product-claim DTCA, resulting in lower skepticism, more favorable attitude toward the ad and higher behavioral intentions. The effects of ad type were stronger among consumers with higher advertising literacy. Originality/value This is the first study that provides a thorough examination of the underlying mechanism of the differential effects of help-seeking vs product-claim DTCA as well as the roles of consumers’ advertising literacy on ad outcomes.

A dynamic process of different helping behavior: from the extended self-theory perspective

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Xi Ouyang ◽  
Kong Zhou ◽  
Yuan-Fang Zhan ◽  
Wen-Jun Yin
Keyword(s):  
Dynamic Process ◽  
Help Seeking ◽  
Task Difficulty ◽  
Helping Behavior ◽  
Mediation Effect ◽  
Extended Self ◽  
Content Type ◽  
Helping Behaviors ◽  
Moderating Role

PurposeDrawing on the extended self-theory, this study explores the dynamic process through which reactive helping could influence proactive helping through self-investment and investigate the moderating role of task difficulty in affecting this process.Design/methodology/approachThis study, with a sample of 582 diary surveys from 66 employees, used experience sampling techniques to analyze the proposed hypotheses.FindingsThe results revealed that self-investment could mediate the positive relationship between reactive helping and proactive helping. Additionally, task difficulty acts as an essential role in facilitating the process raised by reactive helping. Further examination revealed that the moderated mediation effect in this model was also significant.Practical implicationsManagers should encourage help-seeking and positive responses to requests, especially in groups with difficult tasks, which could build helpers’ extended self at work and increase their proactive helping behaviors at the following episode.Originality/valueAs verifying the dynamic trajectory of reactive helping, this study enriches our understanding of whether and how helping behaviors are likely to grow over time. Besides, it complements current pieces of literature by exploring the potential positive implication of reactive helping with a helper-centric perspective.

The interactive effect of insight and cuteness in driving purchase likelihood: a lay belief of creativity

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Felix Septianto ◽  
Rokhima Rostiani ◽  
Widya Paramita
Keyword(s):  
New Products ◽  
Interactive Effect ◽  
Experimental Studies ◽  
New Product ◽  
Underlying Mechanism ◽  
Content Type ◽  
Narrative Study ◽  
Managerial Implications ◽  
Purchase Likelihood

PurposeWhile new product introductions can potentially promote growth and benefit for brands, it remains unclear how marketers can develop effective communication strategies to increase the chance of success for new products. The present research investigates the role of cuteness in leveraging the effectiveness of a narrative emphasizing an insight versus an effort in this regard.Design/methodology/approachThis research presents two experimental studies. Study 1 examines the moderating role of cuteness on the likelihood of purchasing a new product featuring an insight-based (vs effort-based) narrative. Study 2 extends the findings of Study 1 using different stimuli and establishes the underlying mechanism.FindingsResults show that when a cuteness appeal is present, an insight-based (vs effort-based) narrative will lead to a higher purchase likelihood. However, these differences do not emerge when a cuteness appeal is absent (a control condition). Further, perceived brand creativeness will mediate this effect.Originality/valueThe findings of this research contribute to the literature on lay belief of creativity, cuteness, and product narrative, as well as managerial implications on how to promote new products.

Indian study shows that encouraging knowledge sharing at work can help spark innovative behavior

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Keyword(s):  
Explicit Knowledge ◽  
Manufacturing Sector ◽  
Critical Role ◽  
Underlying Mechanism ◽  
Innovative Behavior ◽  
Content Type ◽  
Indian Manufacturing Sector ◽  
Implicit And Explicit ◽  
The Relationship

Purpose The authors wanted to find out the most important mechanisms for encouraging innovative behavior in the Indian manufacturing sector. Design/methodology/approach The researchers collected data from Indian manufacturing organizations. They distributed questionnaires and received 288 complete ones. Items measured critical concepts. For OJ one example was “I have been fairly rewarded for the effort I put forth”. For KS, one sample was, “When I have learned something new, I tell my colleagues about it” and, “When they have learned something new, my colleagues tell me about it”. Meanwhile, IB was measured using items such as “I generate original solutions for problems”. Findings It highlighted the pivotal role of OJ in bolstering employees’ IB. When companies treat employees fairly, it encourages positive social interactions that lead to perceptions of supportiveness and trustworthiness. Employees reciprocate these sentiments with positive behavior. The study also showed the positive predictive influence of KS on IB. Finally, the results showed that the relationship between OJ and IB is complex, but KS is a pivotal mediator. Promotion of OJ, KS and IM is “vital” to spark innovation. Originality/value The authors felt their most important finding was to highlight the critical role of the underlying mechanism of KS, which is where individuals exchange implicit and explicit knowledge to create new knowledge. In addition, previous researchers have looked at the role of organizational justice in encouraging innovative behavior, but evidence from non-Western countries is scarce.

When do consumers value ethical attributes? The role of perceived quality in gift-giving

2020 ◽  
Vol 55 (1) ◽  
pp. 315-335
Author(s):  
Gopal Das ◽  
John Peloza ◽  
Geetika Varshneya ◽  
Todd Green
Keyword(s):  
Product Quality ◽  
Field Study ◽  
Underlying Mechanism ◽  
Perceived Quality ◽  
Societal Implications ◽  
Gift Giving ◽  
Content Type ◽  
Non Profit ◽  
Product Categories

Purpose Although research demonstrates the importance of ethical product attributes for consumers, a prior study has not examined the role of consumption target (i.e. self-purchases vs gift-giving) on consumers’ preference for products with ethical attributes. Notably, consumers’ preference for quality can differ between self-purchases and gifts, and the presence of ethical attributes can impact product quality perceptions. The purpose of this paper is to examine how the presence of ethical attributes alters decision-making in a gift-giving context using perceptions of product quality as an explanatory variable for these differences. Design/methodology/approach One field study and two controlled experiments test the proposed hypotheses. The experiments were conducted across different product categories and samples. Findings Results showed that the presence of an ethical attribute leads to higher purchase intentions for products in a gift-giving context compared to self-purchase. Perceived quality mediates this effect. Further process evidence through moderation, including resource synergy beliefs, support the findings. This paper discusses the theoretical, managerial and societal implications of these results. Research limitations/implications Although care was taken to select products to enhance generalizability, the studies presented here are limited to two products. Further, although the present research includes a field study with actual charity-related purchases, the role of time pressures is not explicitly explored. Finally, the role of brand-self connections is not explored in the current research. The ability for a donor to integrate the mission of a charity into their self-perception or the potential for social normative influences to impact behaviors remains open for exploration. Practical implications Charities are facing increasing pressures to raise sustainable funds to support their missions. The research provides guidance to marketers and fundraisers in the non-profit sector that allows them to direct more focused fundraising appeals to donors and adapt their fundraising efforts to create a fit between their audience and fundraising appeals. Originality/value This research demonstrates that consumption target (purchasing for the self versus purchasing for others) is a vital contextual factor that influences customer preference for ethical attributes. These results complement the extant literature by exploring the underlying mechanism behind consumers’ responses to the ethical attributes in the case of self-purchase and other-purchase. The underlying effect is supported theoretically by resource synergy beliefs.

When and why do negative reviews have positive effects?

2019 ◽  
Vol 11 (1) ◽  
pp. 87-101 ◽  
Author(s):  
Shuai Yang ◽  
Tao Li ◽  
Sixing Chen ◽  
Bin Li
Keyword(s):  
Secondary Data ◽  
Underlying Mechanism ◽  
Content Type ◽  
Customer Reviews ◽  
Positive Effects ◽  
Box Office ◽  
Managerial Implications ◽  
Multi Method Approach ◽  
Product Sales

Purpose People generally believe that business with negative word-of-mouth, such as negative customer reviews can hardly have good sales. But a number of intriguing examples seem to contradict such beliefs. Academic has so far begun to explore the possible positive effect of negative customer reviews, but without unfolding its underlying mechanism. This paper proposes a mechanism through which the variance of customer reviews moderates the effect of negative reviews on sales. Design/methodology/approach This study takes a multi-method approach in explaining the phenomenon, including an empirical analysis using secondary data from a movie review website and a movie box office website and a subsequent experimental study in a controlled experiment. Findings The findings of the study show that the effect of negative customer reviews on product sales is positive when the variance of customer reviews is large. Moreover, customers’ motivation to learn fully mediates the moderating effect of review variance on valence. Practical implications The findings provide vital managerial implications and suggest that managers should realize the important role of the review distribution. Originality/value This study mainly contributes to research on the negativity bias by identifying an important unexplored moderator and mediator and thus explains why negative customer review increases movie sales.

The relationship between empowering leadership and volunteers' service capability: intention to share knowledge as mediator

2020 ◽  
Vol 8 (2) ◽  
pp. 215-235
Author(s):  
Evangelia Siachou ◽  
Panagiotis Gkorezis ◽  
Faith Adeosun
Keyword(s):  
Underlying Mechanism ◽  
Empowering Leadership ◽  
Content Type ◽  
Survey Tool ◽  
Mediating Role ◽  
Governmental Organizations ◽  
Non Governmental Organizations ◽  
Service Capability ◽  
The Relationship

PurposeThe purpose of the present study was to examine the relationship between empowering leadership and volunteers' service capability in the context of nongovernmental organizations. In doing so, the mediating role of intention to share knowledge was highlighted.Design/methodology/approachData were collected from volunteers from two non-governmental organizations (NGOs) operating in Greece through a web-survey tool. To test our hypotheses, we used bootstrapping analysis.FindingsOur study provides support for the positive effect of empowering leadership (EL) on volunteers' service capability. In addition, we highlighted volunteers' intention to share their knowledge as an underlying mechanism that explains the above relationship.Originality/valueThe present study highlights the important role of EL in increasing service capability in the context of NGOs. Even more, the mediating role of intention to share knowledge provided new knowledge into why EL affects employees' extra-role behavior and more specifically, service capability.

Integrating ethics with strategy: analyzing disease‐branding

2007 ◽  
Vol 12 (3) ◽  
pp. 267-279 ◽  
Author(s):  
Patricia J. Parsons
Keyword(s):  
Prescription Drugs ◽  
Planning Process ◽  
Ethical Analysis ◽  
Corporate Communication ◽  
Communication Strategy ◽  
Content Type ◽  
Direct To Consumer ◽  
Integrating Ethics ◽  
Litmus Test ◽  
Direct To Consumer Advertising

PurposeThe purpose of this paper is to analyze the ethics of a specific communication strategy to support the contention that ethics needs to be an integrated operational consideration in the corporate communication planning process rather than an afterthought.Design/methodology/approachUsing the marketing communication strategy referred to as disease branding as a case‐in‐point, the “Five Pillars of Ethics for Public Communication” provide a framework for analysis of the need for making ethics an operational consideration in planning.FindingsCommunication strategies attempted by organizations today are subject to public criticism. Disease branding, a prime example, is paradoxically a “non‐branded” approach to marketing pharmaceuticals directly to consumers. Pejoratively referred to as disease‐mongering, this promotion of diseases rather than drugs neatly side‐steps the increasing criticism and even legal obstacles that face or threaten to face direct‐to‐consumer advertising of branded, prescription drugs. It is an innovative, non‐traditional tactic that has been enormously successful in widening markets for specific drug preparations. Application of the “Five Pillars” for ethical analysis finds that this strategy fails to meet the acceptable ethical standard in four out of five.Research limitations/implicationsThis study is limited to the application of one approach to ethical evaluation, although it is one that encompasses a number of widely accepted standards for practice.Practical implicationsAn ethical analysis using the “Five Pillars” can be implemented by any corporate communication professional as a litmus test for determining the ethics of strategies under development during the operational planning process.Originality/valueThis paper fills a gap in the information available to corporate communication professionals about how to operationalize ethics.

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