scholarly journals Necromarketing as Advertising Strategy in American Television

2016 ◽  
Vol 2 (1) ◽  
pp. 70-85 ◽  
Author(s):  
Amiee J. Shelton
Keyword(s):  
Content Analysis ◽  
Purchase Intentions ◽  
Fear Appeals ◽  
Future Studies ◽  
Advertising Strategy ◽  
Product Categories ◽  
American Television ◽  
Marketing Tactic ◽  
Significant Research ◽  
The Impact

Abstract Significant research has been conducted regarding fear appeals, but little empirical evidence concerning death appeals is found. This study determined to what extent necromarketing exists in advertisements in American television. Through a content analysis of 1012 American television advertisements, this study found what product categories employ this marketing strategy and which consumer groups were targeted. Findings show that implicit necromarketing is a more commonly used marketing tactic than explicit necromarketing; the industries of entertainment promotions and insurance use necromarketing appeals more often than others, and necromarketing appeals were more heavily used during primetime. His study forms the base for future studies investigating the impact death has on purchase intentions.

scholarly journals Impact of Underdog Narrative Advertising Strategy on Brand Positioning and Customer Purchase Intentions

2019 ◽  
Vol 8 (3) ◽  
pp. 3208-3213
Keyword(s):  
Brand Personality ◽  
Purchase Intentions ◽  
Brand Identity ◽  
Brand Positioning ◽  
Advertising Strategy ◽  
Account System ◽  
History Survey ◽  
The Impact ◽  
Commercial Center ◽  
The Way

Straightforward idea of examples of overcoming adversity accomplished through hardships and disappointment when their rivals are against them. This idea is utilized as a vital device to assemble a solid underdog brand and furthermore to win empowering and positive shoppers. The plan to mark an organization or an item has been in presence from long back. For interfacing with the shopper's and to catch their sentiments firms attempt to reposition their brands as underdogs. Online networking has been distinguished as the key device to convey the brand identity through a persuasive narrating encircled by advertisers to catch the positive client recognition towards the brand. The examination among 100 members for the most part business visionaries, top level chiefs and furthermore purchasers was led to look at the impact of brand story technique on situating a brand and client buy goals. As per the title of the work this work was primarily pointed in breaking down and characterizing the underdog story procedure utilized for mark recognizable proof, mark identity, buy goals, for empowering the client towards an item and an administration and furthermore deciphering the viability and inclination of this brand account system among customers. The investigation effectively affirmed that Brand distinguishing proof: Most of the respondents solidly agree that underdog story technique is a viable promoting instrument utilized for mark recognizable proof as far as items and clients. Brand Personality: Most of the respondents agree to the way that underdog stories leave a more prominent stamp on mark identity among purchasers. Convincingness: Most respondents agree to the strategy that underdog stories invigorate a client's towards purchasing. Buy Intentions: Most respondents agree to the technique that Underdog is the best favored methodology used to position a brand. Adequacy and Preference: Most respondents agree to the technique that underdog stories is the best and the favored advertising system used to catch the client consideration. The primary explanation for this procedure is mark account technique mirrors a similar story of themselves whom it is uncovered. The story that attract their history survey of achievement accomplished through diligent work and assurance. Brands discovers this technique as the remarkable and the best strategy to beat the chances. What's more, the underdog story procedure has caught the primary commercial center in the present period and will be dynamic in future too.

The impact of disgust on consumers’ purchase intentions: an empirical assessment

2018 ◽  
Vol 35 (1) ◽  
pp. 105-115 ◽  
Author(s):  
Gianluigi Guido ◽  
Giovanni Pino ◽  
Alessandro M. Peluso
Keyword(s):  
Ad Hoc ◽  
Purchase Intentions ◽  
Three Dimensions ◽  
Content Type ◽  
Product Categories ◽  
Consumer Reaction ◽  
Intention To Purchase ◽  
Moral Disgust ◽  
The Impact ◽  
Positive Effect

Purpose This study adds to the research on disgust by proposing a theoretical framework encompassing contamination-based, moral and structural disgust dimensions. The study empirically assesses the impact of these three dimensions on consumers’ purchase intentions for different product categories. Design/methodology/approach The study investigates consumer reaction to disgusting stimuli related to attractiveness, expertise and trustworthiness products by means of closed-ended questionnaires administered to three consumer samples. Findings Contamination-based disgust reduces the intention to purchase expertise products. Similarly, structural disgust reduces the intention to purchase trustworthiness products. Moral disgust seems to have a positive effect on the intention to purchase attractiveness products. Research limitations/implications Marketing strategies for expertise and trustworthiness products should emphasize their pureness and capacity to match consumer expectations, respectively. Ad hoc strategies centered on moral disgust could be designed for attractiveness products. Originality/value This study proposes a new conceptualization of consumer disgust and shows that the identified disgust dimensions have different effects on consumer intention to purchase attractiveness, expertise and trustworthiness products.

Consumer responses to shopper solutions in service settings

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Ashley M. Thomas ◽  
Christopher L. Newman ◽  
Stacey R. Finkelstein ◽  
Yoon-Na Cho ◽  
Allyn Cascio
Keyword(s):  
Low Cost ◽  
Purchase Intentions ◽  
Mediating Effects ◽  
Content Type ◽  
Consumer Responses ◽  
Self Perceptions ◽  
Marketing Tactic ◽  
Shopping Experience ◽  
The Impact ◽  
Practical Implications

Purpose Retailers are continuously seeking to improve upon the in-store shopping experience for their customers. The present research aims to examine consumers’ responses to one such initiative – the shopper solution – that, despite its growing marketplace prominence, remains largely unexamined in academic literature. Design/methodology/approach Two studies employed a 2(shopper solution: present vs. absent) between-subjects design. MANOVA and regression analyses were used to test hypothesized relationships. Findings Findings across two studies reveal that the presence (vs absence) of solutions positively influenced shoppers’ perceptions of shopping convenience, as well as their purchase intentions. These favorable effects also extended to the provider in higher word-of-mouth and loyalty intentions. Shopping convenience was identified as the mechanism underlying the impact of solutions, while “smart shopper” self-perceptions were shown to moderate these mediating effects. Practical implications Shopper solutions represent a low-cost, in-store marketing tactic that enhances shopping convenience. They are easy to implement, result in little to no overhead costs and can benefit both shoppers and retailers. Originality/value To the best of the authors’ knowledge, this research represents the first academic examination of the impact of shopper solutions. The authors identify key mediating and moderating influences of the effects of solutions.

scholarly journals Impact of Landscaping of Shopping-Mall on Customer Preferences: A Qualitative Study of Shopping Malls located in Karachi  

2019 ◽  
Vol 15 (2) ◽  
pp. 14-24
Author(s):  
Shahzad Nasim ◽  
Keyword(s):  
Content Analysis ◽  
Interior Design ◽  
Purchase Intention ◽  
Purchase Intentions ◽  
Shopping Mall ◽  
Shopping Malls ◽  
Customer Preferences ◽  
The Impact ◽  
Atmospheric Variables ◽  
Structured Questionnaire

This study aims at finding the impact of landscaping variables such as interior design, decor and other atmospheric variables of shopping malls on the customers’ preferences and purchase intentions. The research is descriptive in nature and is conducted on the shopping malls of the Karachi; a metropolitan city of Pakistan. Data is gathered through interviews of the customers who visited shopping malls frequently. Semi structured questionnaire and content analysis of interviews is used for the analysis of the results. The findings of this study specify that variables like hygiene, aroma, lighting, and display/layout have significant impact on customers’ purchase intention; whereas temperature, music and color found to be insignificant variables.

scholarly journals Restaurants Facebook Advertising and Consumers Purchase Intention

2021 ◽  
Vol 18 ◽  
pp. 1113-1120
Author(s):  
Muhammed S. Alnsour ◽  
Sawsan A. Alshaer ◽  
Abdelhalim Al-Zubi
Keyword(s):  
Linear Regression ◽  
Multiple Linear Regression ◽  
Purchase Intention ◽  
Purchase Intentions ◽  
Restaurant Industry ◽  
Online Questionnaire ◽  
Future Studies ◽  
Significant Research ◽  
Perceived Relevance ◽  
Facebook Advertising

Purpose: This main aim of this study is to find out the effects of Facebook ads on Jordanian consumers’ purchase intentions in the restaurant industry. Design/methodology/approach: The design of this research takes a descriptive quantitative approach; a sample of 202 participants answered an online questionnaire, the collected data were analysed by Standardized Multiple Linear Regression and Stepwise Multiple Linear Regression. Findings: The study concluded that restaurants’ Facebook advertising dimensions (Informativeness, Entertainment, Perceived Relevance, Incentive) affect Jordanian consumers’ purchase intention, incentive was the most influential dimension, followed by Perceived relevance, while informativeness and entertainment, was not statistically significant. Research limitations/implications: Only Facebook advertising was considered, whereas future studies could examine other SNS such as YouTube, Google+, Twitter, and LinkedIn. Moreover, it is suggested to lengthen the study time later and have a more representative sample to get more generalizable results.

Taking Aim at Attack Advertising

2019 ◽  
Author(s):  
Kim Fridkin ◽  
Patrick Kenney
Keyword(s):  
Content Analysis ◽  
Focus Groups ◽  
Survey Data ◽  
Data Sources ◽  
Empirical Validation ◽  
Negative Campaigning ◽  
Senate Elections ◽  
Campaign Messages ◽  
Negative Messages ◽  
The Impact

This book develops and tests the “tolerance and tactics theory of negativity.” The theory argues that citizens differ in their tolerance of negative campaigning. Also, candidates vary in the tactics used to attack their opponents, with negative messages varying in their relevance to voters and in the civility of their tone. The interplay between citizens’ tolerance of negativity and candidates’ negative messages helps clarify when negative campaigning will influence citizens’ evaluations of candidates and their likelihood of voting. A diverse set of data sources was collected from U.S. Senate elections (e.g., survey data, experiments, content analysis, focus groups) across several years to test the theory. The tolerance and tactics theory of negativity receives strong empirical validation. First, people differ systematically in their tolerance for negativity, and their tolerance changes over the course of the campaign. Second, people’s levels of tolerance consistently and powerfully influence how they assess negative messages. Third, the relevance and civility of negative messages consistently influence citizens’ assessments of candidates competing for office. That is, negative messages focusing on relevant topics and utilizing an uncivil tone produce significant changes in people’s impressions of the candidates. Furthermore, people’s tolerance of negativity influences their susceptibility to negative campaigning. Specifically, relevant and uncivil messages are most influential for people who are least tolerant of negative campaigning. The relevance and civility of campaign messages also alter people’s likelihood of voting, and the impact of negative messages on turnout is more consequential for people with less tolerance of negativity.

scholarly journals Tracking the Fate of Aluminium in the EU Using the MaTrace Model

Resources ◽  
2021 ◽  
Vol 10 (7) ◽  
pp. 72
Author(s):  
Gabriela Jarrín Jácome ◽  
María Fernanda Godoy León ◽  
Rodrigo A. F. Alvarenga ◽  
Jo Dewulf
Keyword(s):  
Secondary Production ◽  
Economic Importance ◽  
Baseline Scenario ◽  
Light Weight ◽  
The European Union ◽  
High Corrosion Resistance ◽  
Product Categories ◽  
The Impact ◽  
Selective Collection ◽  
The Eu

Aluminium is a metal of high economic importance for the European Union (EU), presenting unique properties (e.g., light weight and high corrosion resistance) and with applications in important sectors (e.g., transportation, construction and packaging). It is also known for its high recyclability potential, but relevant losses occur in its life cycle, compromising the amount of aluminium available for secondary production. A novel methodology that allows the identification of these losses and their impact on the aluminium flows in society is the MaTrace model. The objective of this article is to perform a dMFA of the secondary production of aluminium in the EU technosphere using the modified version of MaTrace, in order to estimate flows of the metal embedded in 12 product categories. Twelve scenarios were built in order to assess the impact of changes in policies, demand and technology. The flows were forecasted for a period of 25 years, starting in 2018. The results of the baseline scenario show that after 25 years, 24% of the initial material remains in use, 4% is hoarded by users, 10% has been exported and 61% has been physically lost. The main contributor to the losses is the non-selective collection of end-of-life products. The results of the different scenarios show that by increasing the collection-to-recycling rates of the 12 product categories, the aluminium that stays in use increase up to 32.8%, reaffirming that one way to keep the material in use is to improve the collection-to-recycling schemes in the EU.

Developing Pragmatic Competence in English Academic Discussions: An EAP Classroom Investigation

2020 ◽  
Vol 16 (1) ◽  
pp. 123-152
Author(s):  
Marcella Caprario
Keyword(s):  
Content Analysis ◽  
Listening Comprehension ◽  
English For Academic Purposes ◽  
Reflective Writing ◽  
Pragmatic Competence ◽  
Missed Opportunities ◽  
Self Reflection ◽  
And Performance ◽  
Communication Breakdowns ◽  
The Impact

AbstractThis qualitative classroom study investigated the development of pragmatic competence in academic discussions through content analysis of student reflective writing. The aims of the study were: to understand the greatest challenges that students faced during the learning process, the causes of those challenges, and the most successful strategies that students employed to overcome the challenges. In addition, the analysis investigated other significant themes in the reflective writing that related to the students’ experiences in developing their pragmatic competence in discussions. Five advanced English for Academic Purposes (EAP) students at a Sino-US institution in China participated over the course of a semester. Results showed that common challenges included: hesitation resulting in missed opportunities to speak, lack of clarity when speaking, inability to repair communication breakdowns, and difficulty with listening comprehension. Self-reflection allowed the learners to understand the various reasons for the challenges they faced and to develop appropriate pragmalinguistic and sociopragmatic strategies for coping with them. It also enabled the instructor to make suggestions suited to learners’ specific needs. In addition to revealing specific challenges, causes, and strategies that students employed, themes that emerged through content analysis included the impact of students’ emotional lives on their learning and performance, as well as the value of authentic communication in the development of pragmatic competence for academic discussions. This exploratory classroom investigation provides suggestions for teaching pragmatic competence in academic discussions and for additional classroom explorations that empower learners to develop autonomy.

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