Boundary conditions to the effect of fluency and comprehension on AAD when targeting Hispanics vs Whites with single meaning vs polysemous slogans

2015 ◽  
Vol 32 (3) ◽  
pp. 145-156 ◽  
Author(s):  
Miguel Angel Zúñiga ◽  
Ivonne M. Torres ◽  
Mihai Niculescu
Keyword(s):  
Undergraduate Students ◽  
Processing Fluency ◽  
Ethnic Identification ◽  
Elaboration Likelihood ◽  
Content Type ◽  
Identification Score ◽  
Fluency And Comprehension ◽  
Likelihood Model ◽  
Central Route ◽  
The Impact

Purpose – This paper aims to show that high ethnic identifying Hispanics and Whites pursue different routes discussed in the Elaboration Likelihood Model when processing single meaning versus polysemous slogan ads. The authors found that high ethnic identifying Hispanics used the peripheral route (processing fluency) to a higher extent compared to Whites who used the central route (comprehension) to process ads. Design/methodology/approach – In this study, 310 undergraduate students of a Southwestern university were randomly assigned to one of two conditions (slogan: single meaning vs polysemous) in a between-subjects experimental design. Subsequently, participants responded to statements measuring constructs of interest and demographics. Participants were debriefed at the end of the survey. Findings – It was found that high ethnic identifying Hispanics used the peripheral route (processing fluency) to a higher extent compared to Whites who used the central route (comprehension) to process advertisements. Results suggest that while polysemous slogans are similarly interpreted by subject independent of their ethnic identification score, for single-meaning slogans, the impact of comprehension on attitudes toward the advertisement (AAD) is significantly different for low (vs high) ethnic identification individuals. Research limitations/implications – A future study needs to study brand attitudes and purchase intentions. Additionally, strategies in developing advertisements that influence comprehension or processing fluency need to be studied. Practical implications – This paper ' s contribution to the processing fluency literature is to propose that ethnic identification and slogan meaning are variables that have great potential in influencing consumers’ perceptions about advertisements. Advertisers will have these variables to control to maximize the persuasiveness of advertisements. Originality/value – Minimal research focusing on polysemy in marketing exists. In advertising, comprehension is commonly studied, leaving processing fluency out. This research addresses the issue by focusing on how single-meaning and polysemous slogans are processed (via comprehension or processing fluency) by consumers and how their ethnic identification affects their AAD.

The impact of eWOM on consumer brand engagement

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Mukta Srivastava ◽  
Sreeram Sivaramakrishnan
Keyword(s):  
Survey Method ◽  
Elaboration Likelihood ◽  
Content Type ◽  
Product Categories ◽  
Critical Gap ◽  
Brand Engagement ◽  
Analysis Technique ◽  
Likelihood Model ◽  
The Impact ◽  
The Relationship

PurposeIt is empirically proven that enhanced engagement with a focal medium motivates a consumer to post electronic word-of-mouth (eWOM). However, what has not been explored is whether enhanced exposure to eWOM results in greater consumer brand engagement (CBE). While answering this question, this study also assesses the influence of eWOM and CBE on customer loyalty and satisfaction with the brand. The study has been conducted across two products –a search product and an experience product.Design/methodology/approachA model is developed and hypotheses are proposed using the Elaboration Likelihood Model which are then tested using PLS-SEM. Data was collected from 712 respondents across India.FindingsFindings indicate that eWOM significantly and positively affects CBE in both product categories. CBE significantly and positively influences both satisfaction and loyalty. eWOM is not significantly related to loyalty for both search and experience products. It is, however, found to be significantly and positively associated with satisfaction in case of the experience product, while a non-significant relationship was found for the search product.Research limitations/implicationsThe present study uses the survey method and PLS-SEM as the analysis technique which makes it correlational and confirmatory. The study, therefore, makes no firm claims on establishing causality.Originality/valueThe paper presents an original idea that CBE fully mediates the relationship between eWOM and satisfaction. This study attempts to fulfil a critical gap in the existing literature by establishing that eWOM generated by other users/consumers about a brand has a significant impact on CBE irrespective of the type of the product that is search or experience.

Dissuasion: the Elaboration Likelihood Model and young children

2016 ◽  
Vol 17 (3) ◽  
pp. 210-225 ◽  
Author(s):  
Anna R. McAlister ◽  
Danielle Bargh
Keyword(s):  
Visual Cues ◽  
Elaboration Likelihood Model ◽  
Elaboration Likelihood ◽  
Persuasive Messages ◽  
Breakfast Cereal ◽  
Content Type ◽  
Level Of Involvement ◽  
Persuasive Communications ◽  
Likelihood Model ◽  
Central Route

Purpose The Elaboration Likelihood Model (ELM) proposes two routes to persuasion – the central route (persuasion occurs via information) and the peripheral route (persuasion occurs via visual cues, attractive actors and other source characteristics). The central route is typically used for high-involvement decisions and the peripheral route is used in low involvement situations. The ELM has received extensive support when tested with adults; however, its ability to explain young children’s responses to persuasive communications has not been fully tested. Hence, the purpose of this research is to assess whether the standard tenets of the ELM apply to children’s processing of persuasive messages. Design/methodology/approach This study involved 84 preschool children, ages three to six. It used a 2 (involvement) × 2 (argument strength) × 2 (source attractiveness) design to test children’s responsiveness to advertisements for a novel breakfast cereal. Findings The findings suggest that children are naturally inclined to be persuaded by advertising messages, regardless of their level of involvement. It is the weak arguments and weak peripheral cues that dissuade children who are highly involved with a message. Originality/value This research makes an original contribution to the existing literature by testing the extent to which the ELM applies to children’s processing of persuasive advertisements. The finding that weak peripherals dissuade children from believing an ad’s message has strong implications for advertising practitioners.

Advergaming and healthy eating involvement

2016 ◽  
Vol 26 (3) ◽  
pp. 587-603 ◽  
Author(s):  
Vincent Cicchirillo ◽  
Amanda Mabry
Keyword(s):  
Undergraduate Students ◽  
Healthy Eating ◽  
Future Research ◽  
Manipulation Check ◽  
Content Type ◽  
Individual Level ◽  
Positive Effects ◽  
Likelihood Model ◽  
Brand Integration ◽  
The Impact

Purpose – The purpose of this paper is to understand how healthy eating involvement (HEI) impacts the evaluations of branded food advergames. Design/methodology/approach – This paper invokes the elaboration likelihood model and reactance theory to explain the effects of different levels of brand integration within a food advergame on individuals with different reported levels of HEI. Undergraduate students were assigned (non-random) to play one of three different advergames with varying levels of brand integration. Furthermore, participant’s health involvement was measured and incorporated as a moderating variable on brand and advergame attitudes. Regression analyses were used to analyze the data. Findings – The results showed significant interaction effects between HEI levels and level of brand advergame integration. Individuals with higher levels of HEI showed more negative attitudes toward the brand and game when integration was high. However, lower levels of brand advergame integration resulted in positive effects among lower HEI individuals. Research limitations/implications – Limitations of this research are that gamer experience was not measured prior to game play. Also, that no control of advergame playing time was conducted. However, a manipulation check was conducted. Future research should examine the impact of healthy advergames on individual’s reactions and information processing. Practical implications – Editors and creators of advergames must be more aware of the impact that branded items have within a gaming situation. Individuals may not always positively evaluate the brand integrated within a fun online environment. Furthermore, better consumer targeting will likely lead to higher message acceptance based upon individuals levels of self-congruency with that message. Originality/value – This study provides needed examination of contextual and individual level variables in responses to advergaming content.

scholarly journals Evaluating undergraduate research conferences as vehicles for novice researcher development

2016 ◽  
Vol 7 (2) ◽  
pp. 159-177 ◽  
Author(s):  
Pauline Kneale ◽  
Andrew Edwards-Jones ◽  
Helen Walkington ◽  
Jennifer Hill
Keyword(s):  
Undergraduate Students ◽  
Undergraduate Research ◽  
Skills Development ◽  
Learning Context ◽  
Content Type ◽  
Research Conference ◽  
Researcher Development ◽  
Development Framework ◽  
Wide Range ◽  
The Impact

Purpose This paper aims to focus on the undergraduate research conference as its sphere of study and investigate the impact of significance of participation and socialisation in such activities on student attitudes and professional development. Using situated learning to theoretically position the undergraduate research conference as an authentic learning context, connection is also made with the concept of graduate attributes. Design/methodology/approach The Vitae (2014) Researcher Development Framework (RDF) is used to provide a template for charting the experiences and development of undergraduate students as researchers. This can be applied to short-term activities and programmes and to long-term career plans. The insights from 90 undergraduate students participating in three national undergraduate research conferences were obtained through interviews, and thematically analysed to map the students’ skills development against the RDF criteria. Findings Three main aspects of undergraduate research conference participation were considered particularly important by the students: the value of paper presentations, the value of poster presentations and the value of the overall conference experience. Within these themes, participants identified a wide range of skills and attributes they felt they had developed as a result of either preparing for or participating in the conferences. The majority of these skills and attributes could be mapped against the different domains of the RDF, using a public engagement lens for comparing actual with expected developmental areas. Research limitations/implications This research helps undergraduate research conference organisers construct programme content and form it in such a way that students’ skill development can be maximised prior to, and during, the course of an event. Learning developers can also use these findings to help understand the support needs of students preparing to deliver papers at such conferences. So far, little empirical research has examined students’ skills development within the undergraduate research conference arena. Originality/value The outcomes of this study show the diversity of the skills that students developed and the value of the conference format for offering networking practice and enhancing the communication skills which employers value.

Impact of embodiment on attitude strength

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Sunaina Shrivastava ◽  
Gaurav Jain ◽  
JaeHwan Kwon ◽  
Dhananjay Nayakankuppam
Keyword(s):  
Undergraduate Students ◽  
Cognitive Process ◽  
Target Object ◽  
Attitude Strength ◽  
Quality Of Information ◽  
Content Type ◽  
Lab Experiments ◽  
Attitude Accessibility ◽  
The Impact

Purpose Traditionally, it has been held that strong attitudes are a result of the conscious cognitive process of elaboration where one engages in effortful issue-relevant thinking. The purpose of this study is to show that attitude strength can follow from processes not just limited to elaboration – as a function of certain embodied states. This study examines bodily manipulations that could alter perceptions about the quality of the information describing a target (e.g. notion of “hard/soft” evidence), and, find that such an embodiment leads one to have strong attitudes toward the target object. This study proposes an attitude-rehearsal-based mechanism to explain the phenomenon. Design/methodology/approach This study have relied on lab experiments as a methodology – undergraduate students and American residents served as participants. This study have conducted a pre-registered study as well. Findings In the work, the study shows that strong attitudes can result from processes not just limited to elaboration, as a function of certain embodied states. This paper examines bodily manipulations that could alter perceptions about the quality of information describing the target (e.g. notion of “hard vs soft”; “converging vs diverging” information), and, find that such an embodiment leads one to have strong attitudes toward the target. This study consistently observed that the bodily manipulations influence attitude accessibility, a direct and operational indicator of attitude strength. This study further validates an attitude-rehearsal-based mechanism to explain the observed phenomenon. Originality/value While much work has investigated the impact of embodiment on attitudes, little attention has been paid to whether, and, how embodied states can impact the “strength” of the attitude without impacting the attitude itself – to the knowledge, this paper is the first to document this. Moreover, traditionally, it has been held that strong attitudes are a result of the conscious cognitive process of elaboration where one engages in effortful issue-relevant thinking. This study however shows that attitude strength can follow from processes not just limited to elaboration – as a function of certain embodied states.

Understanding online health community users' information adoption intention: an elaboration likelihood model perspective

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Tao Zhou
Keyword(s):  
User Behavior ◽  
Source Credibility ◽  
Elaboration Likelihood Model ◽  
Elaboration Likelihood ◽  
Content Type ◽  
Peripheral Cues ◽  
Likelihood Model ◽  
Adoption Intention ◽  
Information Adoption ◽  
Central Cues

PurposeThe purpose of this research is to draw on the elaboration likelihood model (ELM) to examine users' information adoption intention in online health communities (OHC).Design/methodology/approachThe authors collected 350 valid responses using a survey and conducted the moderated regression analysis to examine the research model.FindingsThe results indicated that users' information adoption intention is influenced by both central cues (argument quality) and peripheral cues (source credibility and emotional support). In addition, self-efficacy moderates the effect of both central cues and peripheral cues on information adoption intention.Originality/valuePrevious research has focused on the effect of individual motivations such as reciprocity and benefits on user behavior, and has seldom disclosed the influencing process of external factors on OHC users' behavioral decision. This research tries to fill the gap by adopting ELM to uncover the mechanism underlying OHC users' information adoption.

Lending a hand: perceptions of green credit cards

2018 ◽  
Vol 36 (7) ◽  
pp. 1329-1346 ◽  
Author(s):  
Lei Huang ◽  
Julie Fitzpatrick
Keyword(s):  
Social Exchange ◽  
Undergraduate Students ◽  
Credit Card ◽  
Symbolic Interaction ◽  
Environmental Concern ◽  
Credit Cards ◽  
Medium Size ◽  
Content Type ◽  
The Usa ◽  
The Impact

Purpose The purpose of this paper is to explore the impact of donation amount and framing on financial products, this research investigates consumers’ attitudes and behaviors toward cause-related credit cards with different donation sizes and framing types. Design/methodology/approach This research investigates consumers’ perceptions of green credit cards using two experiments with a between-subject design (n =297) and a mixed design (n =238), respectively. All the participants, recruited from a major state university in the USA, are undergraduate students who use credit cards. Findings A medium-size donation optimizes the outcome of a cause-related credit card offer. Moreover, a donation framed as cash rewards has stronger effects on a consumer’s perception and consequent reactions to the “green” credit cards than an annual percentage rate framing. Finally, consumers with high levels of environmental concern and propensity to volunteer have stronger intention to adopt and are more likely to recommend the proposed credit card. Originality/value Building upon the theories of social exchange and symbolic interaction, this research is the first to provide empirical evidence regarding the application of volunteerism and perceived consumer effectiveness for financial institutions and their cause-related marketing campaign partners in selecting suitable environmental causes.

Exploring online and offline shopping motivational values in Malaysia

2018 ◽  
Vol 30 (2) ◽  
pp. 352-379 ◽  
Author(s):  
Rachel Mei Ming Wong ◽  
Shiet Ching Wong ◽  
Guek Nee Ke
Keyword(s):  
Factor Analysis ◽  
Factor Model ◽  
Elaboration Likelihood Model ◽  
Elaboration Likelihood ◽  
Age Group ◽  
Content Type ◽  
Societal Values ◽  
Gender And Age ◽  
Likelihood Model ◽  
Motivational Values

Purpose The purpose of this paper is to combine the elaboration likelihood model and hedonic/utilitarian values into a coherent model of shopping motivational values for online and offline Malaysian shoppers. Once these values were identified, they were compared to one another based on shopping channel, gender, and age group. Design/methodology/approach The Shopping Motivational Value Questionnaire was developed by the researcher after extensive literature review and measured the respondent’s perception toward shopping motivational values in both shopping channels. Data were collected from 306 Malaysians above the age of 21, and analyzed using exploratory factor analysis and pairwise t-test techniques. Findings The factor analysis revealed a three-factor model of shopping motivational values. Gratification Values were the most important to shoppers, followed by Essential and Societal Values. Shoppers perceived all these motivational values as important when shopping offline as compared to online, regardless of gender and age group. Research limitations/implications The results of the factor analysis revealed a three-factor model of shopping motivational values: Gratification Values which were the most important to shoppers, followed by Essential and Societal Values. These values were then compared to one another based on shopping channel, gender, and age group. Results indicate that shoppers perceived all these motivational values as important when shopping offline rather than online, regardless of gender and age group. Moreover, the perception of shoppers toward specific product categories and other shopping channels were not taken into account. Originality/value This study attempted to combine the elaboration likelihood model and hedonic and utilitarian values into a coherent model. A questionnaire was developed by the researcher with these two theoretical models as its foundation. Additionally, the shopping motivational values of this study have been formulated to be compatible to both shopping channels.

Internship impact on career consideration among business students

2016 ◽  
Vol 58 (9) ◽  
pp. 1003-1013 ◽  
Author(s):  
Miriam Rothman ◽  
Ruth Sisman
Keyword(s):  
Undergraduate Students ◽  
Job Search ◽  
Business Students ◽  
Career Path ◽  
Content Type ◽  
Non Profit ◽  
Job Functions ◽  
Analysis Methodology ◽  
The Cost ◽  
The Impact

Purpose The purpose of this paper is to report on the impact of the internship experience on business students’ career intentions in regard to pursuing a career path in the same job function or industry as their internship. Design/methodology/approach After completing and reflecting on an internship, 198 undergraduate students responded to the prompt: “discuss the impact of the internship on your career consideration.” Responses were analyzed using a content analysis methodology in order to determine whether or not interns would pursue the same job functions (e.g. sales) or industry (e.g. non-profit) as their internship in their post-graduation job search. Findings Across the job functions and industries identified within the internships, 54 and 45 percent of interns confirmed their expectations of career fit, respectively. The implications of confirming and disconfirming these expectations for students are discussed. Originality/value Given the value of internships to business students, surprisingly few studies have examined their influence on undergraduates’ career considerations. Students select internships with the intention of learning about job functions or industries for possible career fit, yet the authors know little about whether the experience confirms or disconfirms their expectations. This study seeks to address this gap. The authors suggest that internships, as experiential activities, merit greater attention as they provide students opportunities to learn what they do or do not want to do, where they do or do not want to work and whether their self-concept fits a possible career path – saving themselves and potential employers the cost of job dissatisfaction and turnover.

Psychological vulnerability and coping among management students during COVID-19 pandemic

2021 ◽  
Vol 16 (6) ◽  
pp. 454-467
Author(s):  
Bijaya Kumar Sundaray ◽  
Pragyan Sarangi ◽  
Soumendra Kumar Patra
Keyword(s):  
Undergraduate Students ◽  
Structural Equation ◽  
Equation Modeling ◽  
Anxiety And Depression ◽  
Content Type ◽  
Professional Students ◽  
Professional Career ◽  
Psychological Vulnerability ◽  
Management Students ◽  
The Impact

Purpose In light of growing concerns related to the psychological vulnerability during the pandemic, this study aims to examine the impact of fear or trauma of COVID-19 on stress, anxiety and depression among management students. Additionally, the study also explores the possible strategies adopted by professional students to cope with the pandemic situation. Design/methodology/approach With an approach to establish a probable concrete relationship between fear with the level of stress, anxiety and depression, the data for the study was collected from 1,408 management students through a structured questionnaire designed in Google Form and administered through WhatsApp. The survey was carried out in the month of July and August 2020 during the lockdown period. Correlation and structural equation modeling have been used to examine the relationship among the test attributes. Findings The results from the study discovered that “fear of COVID-19” has a significant and considerable impact on the increased level of anxiety and stress among the professional students, but the observations did not demonstrate a significant influence of the “fear” on “depression.” The responses reveal that students have developed anxiety and felt stressed mostly due to uncertainty in the upcoming academic plans, disturbances in their regular academic routines and concerns about their future careers. Further, the findings have portrayed that students have adopted both protective and avoidance coping strategies to overcome the adverse consequences of the pandemic. Research limitations/implications The study gives an insight on the psychological vulnerability of the management students and their capability to overcome such sudden disruptions due to pandemics. This research could thus, serve as a reference to the policymakers, universities and institutions while planning out programs and schemes, which would encourage the aspiring managers to overcome the crisis and prepare themselves to befit the vibrant corporate world. Originality/value Several studies exist on the impact of the pandemic on undergraduate students in different universities. However, there are a dearth of literature, which reflects the psychological vulnerability of professional graduates especially management students who are on the verge of starting their professional career.

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