Sexual appeal in print media advertising: effects on brand recall and fixation time

2017 ◽  
Vol 21 (1) ◽  
pp. 42-58 ◽  
Author(s):  
Bruno Tomaselli Fidelis ◽  
Jorge Henrique Caldeira Oliveira ◽  
Janaina de Moura Engracia Giraldi ◽  
Renê Oliveira Joaquim Santos
Keyword(s):  
Eye Tracking ◽  
Print Media ◽  
Fixation Time ◽  
Content Type ◽  
Print Advertisements ◽  
Brand Recall ◽  
Product Categories ◽  
Sexual Appeal ◽  
The Relationship ◽  
Textile And Apparel Industry

Purpose The purpose of this paper is to examine the influence of sexual appeal in print media on consumers’ brand recall. More specifically, the differences between the fixation time on the “image” and “logo” elements in advertisements, with and without sexual appeal, were verified. Design/methodology/approach The correct research is experimental in nature, and divided into three stages: choosing the print advertisements to be viewed by the participants with eye tracking, capturing participants’ eye movements using a special eye tracking equipment and completing the questionnaire for calculating the number of brands recalled by the participants. Findings The authors have identified that there are no statistically relevant differences between the number of brands recalled, whether the advertisement does or does not have any sexual appeal. Practical implications The use of sexual appeal in advertisements on print media must be made with caution, and several implications for the textile and apparel industry are expressed in the conclusions. Originality/value The study’s relevance is threefold: the authors present more recent results about the relationship between sexual appeal and brand recall, as the most recent research study of a similar type was published in the late 1990s; they adopt key concepts from the neuromarketing field in an attempt to connect memory with the capacity of different components of the advertisements, to attract the visual attention of consumers; and they present results for three different product categories (alcohol, apparel and perfume).

The effect of novelty in in-game advertising: examining the moderating role of interactivity and congruency

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Devika Vashisht
Keyword(s):  
Brand Attitude ◽  
Interactive Marketing ◽  
Content Type ◽  
Brand Recall ◽  
Engagement Theory ◽  
Transportation Theory ◽  
Management Students ◽  
The Impact ◽  
The Relationship

PurposeThe motivation behind the study is to look at the impact of novelty in games on brand recall and attitude, and to dissect the directing job of game interactivity from the points of view of “contrast effect,” “engagement theory” and “transportation theory”.Design/methodology/approachA 2 (novelty: congruent or incongruent) × 2 (game interactivity: high or low) between-subject measures design was used. In total, 172 management students participated in the study. A 2 × 2 between-subjects measure multivariate analysis of variance (MANOVA) was utilized to test the hypotheses.FindingsIncongruent novelty results in higher brand recall but less favorable brand attitude than congruent novelty. Interactivity moderates the relationship between novelty congruence and brand recall such that in a high-interactivity condition, incongruent novelty results in higher brand recall than that in the low-interactivity condition. But, in case of the high-interactivity condition, congruent novelty results in more favorable brand attitude than that in the low-interactivity condition.Practical implicationsDeveloping high brand recall rates and attitudes are the prime objectives of the marketers for choosing a medium to advertise their brands. This investigation adds knowledge to the area of interactive marketing, particularly in-game advertising as a media technique to promote brands taking novelty and game interactivity factors into thought.Originality/valueFrom the perspectives of interactive marketing, psychological elaboration, mind-engagement and transportation of experience, this investigation adds to the literature of advanced media advertising, explicitly to in-game advertising by looking at the effect of novelty and game interactivity.

Consumer evaluation of ingredient branding strategy

2017 ◽  
Vol 40 (7) ◽  
pp. 768-782 ◽  
Author(s):  
M. Deniz Dalman ◽  
Kartikeya Puranam
Keyword(s):  
Exploratory Research ◽  
Relative Importance ◽  
High Involvement ◽  
Content Type ◽  
Product Categories ◽  
Ingredient Branding ◽  
Decision Variables ◽  
Marketing Activities ◽  
The Relationship ◽  
Practical Implications

Purpose Prior research in ingredient branding (IB) has identified several important decision variables consumers use when evaluating IB alliances. This exploratory research aims to investigate the relationship between these variables and consumers’ buying likelihood of the IB alliance and the relative importance of these variables for low- vs high-involvement product categories. Design/methodology/approach A study with the participation of 458 mTurkers was conducted and the data were analyzed using random forests. Findings Findings reveal relative importance of different variables for an IB alliance and that these differ for low- vs high-involvement categories. Research limitations/implications Being exploratory in nature, this research has several limitations, such as using only one high- and one low-involvement categories. Practical implications Results of this research will help brand managers as they make decisions entering an IB alliance as well as with investing their budget on different aspects of their brand, and tailoring their marketing activities for low- vs high-involvement product categories. Originality/value To the best of authors’ knowledge, this paper is the first to discuss the relative importance of different decision variables in an IB context empirically.

Straight eye for the queer ad: attitudes, skepticism, inferences of manipulative intent and willingness to buy

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Isaac Cheah ◽  
Min Teah ◽  
Sean Lee ◽  
Zachary Davies
Keyword(s):  
Online Questionnaire ◽  
Content Type ◽  
Print Advertisements ◽  
Consumer Responses ◽  
Fashion Products ◽  
Consumer Skepticism ◽  
Willingness To Buy ◽  
Males And Females ◽  
Manipulative Intent ◽  
The Relationship

PurposeThis study aims to provide a conceptual framework to investigate the effects of consumer attitudes toward brands and attitudes toward a series of fashion oriented print advertisements with and without homosexual themes, on consumer willingness to buy from brands. The influence of consumer skepticism and inferences of manipulative intent (IMI) as moderators between these variables is also investigated. This study also closes various research gaps identified within the literature.Design/methodology/approachA self-administered survey instrument was designed using established scales to collect data through an online questionnaire. Fashion advertisements namely one advertisement representing homosexual content and one heterosexual advertisement were used in the study within subjects (e.g. male and female) design. Statistical techniques, specifically factor analysis, regressions and multiple regressions are used to analyze the data.FindingsThe findings indicate significant and positive relationships between attitude toward the brand and advertisement as well as willingness to buy for both males and females. The moderation analyses noted that consumer skepticism enhanced the relationship between attitude toward the brand and attitude toward the advertisement, but weakened the relationship between attitude toward the advertisement and willingness to buy, only for the female cohort. Similarly, a weakening effect of IMI was noted on the relationship between attitude toward the advertisement and willingness to buy.Research limitations/implicationsThe current study contributes to the literature on homosexual imagery in advertising. In applying the persuasion knowledge model, the current study demonstrates the applicability of the model to homosexual themes in fashion advertising while accounting for the effects of consumer skepticism and IMI.Practical implicationsThe current research highlights the importance of accounting for gender differences when introducing homosexual themes in fashion advertisements. Heterosexual males and females differ in their attitudes toward homosexual themes in fashion advertising, as well as how skeptical they are with regards to the motives of the advertiser. While a great deal of acceptance is already present in today's society, these differences still need to be accounted for in future fashion advertising campaigns.Originality/valueThe present study represents an examination of consumer responses to a series of fashion advertisements in Australia and provides useful implications to marketers of fashion products. The study further contributes to the literature on consumer skepticism and IMI with regards to cause-related advertising.

Antecedents of green consumption: a scale of measure

2018 ◽  
Vol 35 (4) ◽  
pp. 414-425 ◽  
Author(s):  
Sinove Marde ◽  
Claire Verite-Masserot
Keyword(s):  
Environmentally Friendly ◽  
Marketing Strategies ◽  
Dimensional Structure ◽  
Future Research ◽  
Content Type ◽  
Green Consumption ◽  
Product Categories ◽  
Two Samples ◽  
The Relationship

Purpose This paper aims to provide a scale of measure that is based on the antecedents of environmentally friendly consumption, which will measure multifaceted profiles and apply to several product categories over the long term. Design/methodology/approach The list of antecedents is derived from the literature and a qualitative study. Exploratory and confirmatory analyses using two samples of respondents are conducted to validate the scale. Findings The results suggest the use of a scale with three multi-dimensional facets when examining the antecedents of environmentally friendly consumption. The first facet is called “barriers to purchase” and has a four-dimensional structure; the second facet is called the “relationship with the product” and has a two-dimensional structure; and the third facet is called the “propensity to consume environmentally friendly products” and has a four-dimensional structure. Research limitations/implications Future research should seek to test and confirm the version of the global tool of measure proposed in this study. Practical implications Firms can use the tool to better understand the reasons to buy or not buy green products. They can now have multifaceted profiles to better comprehend environmentally aware consumption and to adapt their marketing strategies. Originality/value The tool of measure proposed here highlights the predictive indicators of green consumption based on its antecedents. Because these antecedents can differ not only in their nature but also in their intensity, combining them to develop a global tool is necessary.

An eye tracking study of minimally branded products: hedonism and branding as predictors of purchase intentions

2018 ◽  
Vol 27 (2) ◽  
pp. 146-157 ◽  
Author(s):  
Juan Mundel ◽  
Patricia Huddleston ◽  
Bridget Behe ◽  
Lynnell Sage ◽  
Caroline Latona
Keyword(s):  
Eye Tracking ◽  
Online Survey ◽  
Product Category ◽  
Purchase Intentions ◽  
Product Type ◽  
Content Type ◽  
Attentional Processes ◽  
Potted Plants ◽  
Total Fixation ◽  
The Relationship

Purpose This study aims to test the relationship between consumers’ perceptions of product type (utilitarian vs hedonic) and the attentional processes that underlie decision-making among minimally branded products. Design/methodology/approach This study uses eye-tracking measures (i.e. total fixation duration) and data collected through an online survey. Findings The study shows that consumers spend more time looking at hedonic (vs utilitarian) and branded (vs unbranded) products, which influences perceptions of quality. Practical implications The findings of this research provide guidelines for marketing minimally branded products. Originality/value The authors showed that the product type influences the time consumers spend looking at an item. Previous findings about effects of branding are extended to an understudied product category (i.e. live potted plants).

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.

The Effectiveness of Industrial Print Advertisements across Product Categories

1980 ◽  
Vol 17 (3) ◽  
pp. 294-306 ◽  
Author(s):  
Dominique M. Hanssens ◽  
Barton A. Weitz
Keyword(s):  
Model Development ◽  
Product Category ◽  
Methodological Issues ◽  
Print Advertisements ◽  
Product Categories ◽  
Effectiveness Measure ◽  
Measures Of Effectiveness ◽  
The Relationship ◽  
Content Characteristics

The relationships between 24 print ad characteristics and recall, readership, and inquiry-generation measures of effectiveness are examined for 1160 industrial ads. Both recall and readership are strongly related to format and content characteristics of industrial ads. The relationship between inquiry-generation and ad characteristics is significant but weaker. Some characteristics, such as ad size and position in the magazine, are consistently related to effectiveness across product categories and effectiveness measures. The effects of other characteristics, such as the use of four colors and attention-getting techniques, are specific to the product category and effectiveness measure. In addition to these substantive findings, methodological issues in model development and testing are presented.

Constructing a balanced view of profit structure in grocery retailing

2017 ◽  
Vol 40 (7) ◽  
pp. 726-744
Author(s):  
Pilsik Choi
Keyword(s):  
Cognitive Processing ◽  
Grocery Stores ◽  
Store Choice ◽  
Trip Planning ◽  
Content Type ◽  
Product Categories ◽  
Processing Theory ◽  
Grocery Retailing ◽  
Retail Managers ◽  
The Relationship

Purpose The purposes of this paper are to propose a different profitability metric (i.e. anchor category profits) at the category level based on the concept of anchor categories and to illustrate how such a metric can be calculated in field settings to offer a balanced view of profit structure from both the accounting and marketing perspectives. Design/methodology/approach First, the concept of anchor categories is developed drawing on anchor effects theory and automatic cognitive processing theory. Based on anchor categories, this paper proposes a formula for calculating anchor category profits. Using the data collected with a survey instrument, this paper calculates accounting profits and anchor category profits for two grocery stores. Findings The intra-store analysis of accounting profits and anchor category profits reveals that the two profit measures project different profit contribution patterns by product categories for each store. The inter-store analysis provides quite different, yet useful information about profit structures for the two grocery stores. Although the two stores are similar in terms of accounting profits, their anchor category profits show different pictures regarding profit contribution patters by product categories between the two stores, revealing that different categories attract customers to different stores. Practical/implications Comparing accounting profits and anchor category profits allows retail managers to identify traffic generator categories and cash generator categories, which helps retail managers develop more effective category management to increase storewide profits. Originality value This paper increases understanding of the relationship between product categories and store choice behavior by offering a theoretical rationale to explain why some product categories influence consumers’ store choice. This paper also proposes anchor category profits as a more implementation-friendly category-level profitability metric that combines accounting principles with consumers’ shopping trip planning behavior.

scholarly journals The Effect Of Print Advertisings Use Of Sexual Themes ON Brand Recall And Purchase Intention: A Product Specific Investigation Of Male Responses

2011 ◽  
Vol 11 (3) ◽  
pp. 47 ◽  
Author(s):  
William F. Grazer ◽  
Garland Kessling
Keyword(s):  
Purchase Intention ◽  
Purchase Intentions ◽  
Print Advertising ◽  
Print Advertisements ◽  
Brand Recall ◽  
Product Categories ◽  
Sexual Stimuli ◽  
Intention To Purchase

Two convenience samples comprised of 230 male respondents participated in a study to measure the effect of sexual stimuli in print advertising on brand recall and intention to purchase. Using jeans and liquor products, the study suggests that the use of sexual stimuli in print advertisements does influence viewers brand recall and purchase intentions. However, the study was not able to conclusively argue that specific levels of sexual intensity were more effective across the two product categories.

Investigating the impact of religious commitment on purchase of self-expressive brand products

2019 ◽  
Vol 11 (2) ◽  
pp. 320-343 ◽  
Author(s):  
Seyedeh Maryam Mirkhah ◽  
Nasser Karami
Keyword(s):  
Religious Commitment ◽  
Purchase Behavior ◽  
Primary Data ◽  
Consumer Market ◽  
Content Type ◽  
Brand Recall ◽  
And Gender ◽  
Target Consumer ◽  
The Impact ◽  
The Relationship

Purpose Brand and religion, although seemingly irrelevant, are sometimes considered as competitors in satisfying certain consumer needs. The purpose of this paper is to explore the link between religious commitment and purchase of self-expressive (SE) brand products in the context of the Iranian consumer market. Furthermore, this paper investigates the effect of religious commitment on consumers’ brand recall for Western versus local brand products. Design/methodology/approach Distributing questionnaires was used to collect primary data. Use of statistical techniques, specifically inferential and descriptive statistics were used through SPSS software. Findings Study 1 findings support that there is a strong link between religious commitment and purchase of SE brand products; the more the consumers’ religiosity, the less their preference for SE brand products. The results of Study 2 illustrate that there is no meaningful link between the religious commitment of individuals and their brand recall for Western products. Furthermore, there are key correlations between religious commitment and gender and also between brand purchase and age and brand purchase and income. Research limitations/implications The results help domestic and international marketers form a better understanding of consumers’ behavior regarding SE brand products and brand recall depending on consumers’ religious commitment. The findings also assist marketers and brand managers in designing more effective advertisements and branding strategies based on their chosen target consumer market. Originality/value Little research has examined the relationship between religiosity and its effect on the purchase of brand products; this is the first academic study analyzing the effect of commitment to Islam on purchase behavior of SE brand products in the context of the Islamic consumer market.

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