Consumer Attitudes Toward Advertisement and Brand, Based on the Number of Endorsers and  Product Involvement: An Experimental Study

Utilizing endorsers in the advertising industry to promote products is currently on the rise, and employing celebrities as the endorsers is still the marketers’ favorite method. This study aims to analyze the influence of the number of endorsers and the product’s involvement on the consumers’ attitude towards the advertisement and the brand. The research’s approach used a 2x2 factorial experimental design. A total of 120 undergraduate students, who were further divided into 4 groups, were selected as the respondents of this study. The results show the differences in consumer attitudes towards advertisements and the brand, based on the number of endorsers and the product’s involvement. The study also reveals that if there is low involvement with the product, multiple celebrity endorsements will generate a better consumers’ attitude towards it than a single celebrity endorsement. Multiple celebrity endorsements will also generate a better attitude among the consumers towards the brand than a single celebrity endorsement will produce.

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Parent's responses to nutrient claims and sports celebrity endorsements on energy-dense and nutrient-poor foods: an experimental study

Public Health Nutrition ◽

10.1017/s1368980010003691 ◽

2011 ◽

Vol 14 (6) ◽

pp. 1071-1079 ◽

Cited By ~ 53

Author(s):

Helen Dixon ◽

Maree Scully ◽

Melanie Wakefield ◽

Bridget Kelly ◽

Kathy Chapman ◽

...

Keyword(s):

Experimental Study ◽

Consumer Preferences ◽

Purchase Intentions ◽

Target Group ◽

Nutrition Information ◽

Food Marketing ◽

Celebrity Endorsement ◽

Celebrity Endorsements ◽

Online Experiment ◽

At Home

AbstractObjectiveTo assess parents’ responses to common, potentially misleading strategies for marketing energy-dense and nutrient-poor (EDNP) child-oriented foods.DesignBetween-subjects online experiment to test whether nutrient claims and sports celebrity endorsements on the front of packs of EDNP products lead parents to prefer and rate these foods more favourably.SettingAustralia.SubjectsA total of 1551 parents of children aged 5–12 years, who were the main household grocery buyers.ResultsInclusion of nutrient claims or sports celebrity endorsements on EDNP products led parents to perceive these products to be more nutritious than if they did not include such promotions. When asked to choose between a pair of different products (EDNP v. healthier), 56 % of parents did not read a nutrition information panel (NIP) before making their choice and this did not differ by promotion condition. These parents were more likely to choose an EDNP product if it included a nutrient claim (OR = 1·83, 95 % CI 1·31, 2·56; P < 0·001) or sports celebrity endorsement (OR = 2·37, 95 % CI 1·70, 3·32; P < 0·001). Sports celebrity endorsements also enhanced parent's perceptions of typical consumers of the product, perceptions of product healthiness and quality, as well as purchase intentions.ConclusionsNutrient claims and sports celebrity endorsements tip consumer preferences towards EDNP products bearing such promotions, especially among the majority who do not read the NIP. As parents largely determine what foods are available to children at home, it is critical that initiatives aimed at reducing the persuasive impact of food marketing include this target group.

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Influence of pre-crisis reputation and COO on diminishing a product-harm crisis

International Journal of Organizational Analysis ◽

10.1108/ijoa-08-2019-1852 ◽

2019 ◽

Vol 28 (4) ◽

pp. 857-872

Author(s):

Mukesh Kumar ◽

Chandan Parsad ◽

Umesh Kumar Bamel ◽

Sanjeev Prashar ◽

Archana Parashar

Keyword(s):

Experimental Study ◽

Experimental Design ◽

Design Methodology ◽

Interactive Effect ◽

Country Of Origin ◽

Factorial Experimental Design ◽

Content Type ◽

Behavioural Intentions ◽

Quasi Experimental ◽

A Company

Purpose This paper aims to report the results of an experiment undertaken to investigate the effect of country of origin (COO) in shielding the company’s image and retaining the trust and supportive behavioural intentions when it faces a crisis and the interactive effect of COO and the company’s pre-crisis reputation in shielding the company’s image. Design/methodology/approach A quasi-experimental study was undertaken to test the proposed hypotheses. Specifically, a two (pre-crisis reputation: low versus high) × two (country of origin: Indian versus Non-Indian) between-subjects factorial experimental design is configured and operationalized. Findings The results demonstrate that COO of a company fails to protect trust and supportive behaviour on its own, but, in the presence of a high pre-crisis reputation, it shields trust in the company more effectively. However, the interaction of COO and reputation does not induce supportive behaviour for the company during a crisis. Originality/value The findings of this research may help organizations to enhance trust/supportive behaviour toward their brand/company using attributes such as COO and pre-crisis reputation of the company.

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Influences of Product Involvement and Symbolic Consumption Cues in Advertisements on Consumer Attitudes

International Journal of Marketing Studies ◽

10.5539/ijms.v11n2p15 ◽

2019 ◽

Vol 11 (2) ◽

pp. 15

Author(s):

Chao-Ming Yang

Keyword(s):

Consumer Attitudes ◽

Product Involvement ◽

Celebrity Endorsements ◽

Symbolic Consumption ◽

Strong Product ◽

Study Results ◽

Advertising Strategies ◽

Low Levels ◽

High Level ◽

Symbolic Cues

Symbolic consumption has become pervasive in daily life; advertisements focusing on brand awareness and celebrity endorsements involve strong product symbols and serve as a persuasive advertising tool. This study employed a 2 × 2 between-subject experimental design to investigate the influence of two independent variables, namely the level of consumer product involvement (high and low levels of involvement) and types of symbolic cues (brand and celebrity symbols), on consumer attitudes toward advertisements (Aad) and brands (Ab). Four notable findings were revealed: (1) the level of participant product involvement affected their fondness for Aad and Ab; (2) symbolic cues affected participant Aad and Ab; (3) participants with a high level of product involvement exhibited more positive Aad; and (4) participants with low product involvement demonstrated more positive Ab. In the contemporary advertising market, how enterprises can enable a product to convey a certain symbolic meaning has become particularly critical, and enterprises should not ignore the influences that symbolic consumption may have on consumers. These study results serve as a reference for enterprises and advising agents for devising future product advertising strategies.

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Identifying suboptimalities with factorial model comparison

Behavioral and Brain Sciences ◽

10.1017/s0140525x18001541 ◽

2018 ◽

Vol 41 ◽

Cited By ~ 2

Author(s):

Wei Ji Ma

Keyword(s):

Experimental Design ◽

Model Comparison ◽

Process Models ◽

Multiple Forms ◽

Factorial Experimental Design ◽

Factorial Model ◽

Multiple Components ◽

The Many

AbstractGiven the many types of suboptimality in perception, I ask how one should test for multiple forms of suboptimality at the same time – or, more generally, how one should compare process models that can differ in any or all of the multiple components. In analogy to factorial experimental design, I advocate for factorial model comparison.

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Enhancing statistical literacy skills through real life activities enriched with gamification elements: An experimental study

E-Learning and Digital Media ◽

10.1177/2042753020987016 ◽

2021 ◽

pp. 204275302098701

Author(s):

Ünal Çakıroğlu ◽

Mustafa Güler

Keyword(s):

Experimental Study ◽

Experimental Design ◽

Positive Impact ◽

Real Life ◽

Literacy Skills ◽

Statistical Literacy ◽

Instructional Process ◽

Post Test ◽

Quasi Experimental ◽

Teaching Statistics

This study attempts to determine whether gamification can be used as a pedagogical technique to overcome the challenges in teaching statistics. A post-test quasi-experimental design was carried out in gamified and non-gamified groups in order to reveal the effect of gamification elements in cultivating students’ statistical literacy skills. Students in gamified group were also interviewed to understand the function of gamification process. The results suggest that; although gamifying the instructional process had a positive impact on developing students’ statistical literacy in medium and high score students; surprisingly the influence of the gamification to the low- achieved scores were not positive. The positive impact was discussed in accordance with the gradual structure of statistical literacy and suggestions for successful gamification applications due to the context were included.

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