scholarly journals Examining The Effectiveness Of Animated Cartoon As Brand Awareness In Tv Advertisement: Evidence From Survey In Malaysia And Jordan

2017 ◽  
Vol 18 (3) ◽  
pp. 427-438
Author(s):  
Ahmad Azaini Abdul Manaf ◽  
Yousef Khaled A. Alallan
Keyword(s):  
Brand Awareness ◽  
Affective Stimuli ◽  
Intention To Purchase ◽  
Animated Cartoon ◽  
Visual Statement ◽  
Highly Involved

Animation is a dynamic visual statement and is frequently used for advertising purposes, expanding the TV advertisement content and causing affective stimuli to consumers. It has been documented that animation may increase TV advertisement effectiveness interms of consumers’ affective, cognitive and conative responses, thus, having a positive and significant impact on their attitudes, including brand awareness and preferences, products’ choice, and intention to purchase, although the role of involvement issignificant for assessing consumers’ responses to TV advertisement. The aim of this paper is to investigate animation influences on advertisement effectiveness, by examining consumers’ responses to animated advertisement (cognitive and affective) as regards intention to buy, taking also into account the role of involvement. Findings suggest that watching animated ads is positively correlated with the intention to purchase. In addition, consumers’ intention to buy is higher by watching cognitive than affective animated ads for the moderate-involved subjects, as well as that for highly involved individuals, intention to purchase is high for both types of cartoon animated advertisements, i.e. cognitive and affective.

TESTING GOAL-DRIVEN CAPTURE BY THREAT

2019 ◽  
Author(s):  
Chris Robert Harrison Brown
Keyword(s):  
Experimental Evidence ◽  
Attentional Capture ◽  
Critical Role ◽  
Experimental Manipulation ◽  
Contingent Capture ◽  
Top Down ◽  
Affective Stimuli ◽  
Clinical Disorders ◽  
Positive Stimuli

Attention has long been characterised within prominent models as reflecting a competition between goal-driven and stimulus-driven processes. It remains unclear, however, how involuntary attentional capture by affective stimuli, such as threat-laden content, fits into such models. While such effects were traditionally held to reflect stimulus-driven processes, recent research has increasingly implicated a critical role of goal-driven processes. Here we test an alternative goal-driven account of involuntary attentional capture by threat, using an experimental manipulation of goal-driven attention. To this end we combined the classic ‘contingent capture’ and ‘emotion-induced blink’ (EIB) paradigms in an RSVP task with both positive or threatening target search goals. Across six experiments, positive and threat distractors were presented in peripheral, parafoveal, and central locations. Across all distractor locations, we found that involuntary attentional capture by irrelevant threatening distractors could be induced via the adoption of a search goal for a threatening category; adopting a goal for a positive category conversely led to capture only by positive stimuli. Our findings provide direct experimental evidence for a causal role of voluntary goals in involuntary capture by irrelevant threat stimuli, and hence demonstrate the plausibility of a top-down account of this phenomenon. We discuss the implications of these findings in relation to current cognitive models of attention and clinical disorders.

Buying-Shopping Disorder among Women: The Role of Vulnerability to Marketing, Buying Motives, Impulsivity, and Self-Esteem

2020 ◽  
Vol 27 (4) ◽  
pp. 294-303
Author(s):  
Emeline Chauchard ◽  
Julie Mariez ◽  
Marie Grall-Bronnec ◽  
Gaëlle Challet-Bouju
Keyword(s):  
Online Survey ◽  
Marketing Research ◽  
Self Esteem ◽  
Marketing Strategies ◽  
Fashion Industry ◽  
Intention To Purchase ◽  
And Coping ◽  
Alcohol Users ◽  
The Relationship

<b><i>Introduction:</i></b> The influence of marketing on addictive behaviours has been studied among tobacco and alcohol users. Although the fashion industry is highly influenced by marketing, research has poorly studied vulnerability to fashion marketing as a factor related to buying-shopping disorder (BSD) while considering psychological characteristics (buying motives, impulsivity, and self-esteem). <b><i>Objective:</i></b> The objective of the present work is to investigate the relationship between vulnerability to marketing and BSD. <b><i>Methods:</i></b> Women (<i>n</i> = 242) were exclusively recruited through social networking. They completed an online survey exploring the severity of BSD using the <i>Compulsive Buying Scale</i> (CBS) and the psychological factors associated with BSD (impulsivity, self-esteem, and buying motives) and an experimental task designed to investigate the intention to purchase in several situations, where marketing modalities such as price, brand, and packaging fluctuate. <b><i>Results:</i></b> Among the 242 participants in the study, 34 were identified as compulsive buyers (14%). Income level was considered, and compulsive buyers displayed a higher level of vulnerability to marketing, except for the packaging modality. High levels of positive urgency, lack of premeditation, and coping motivation were found to be significant predictors of the CBS score, but vulnerability to marketing was not. <b><i>Discussion and Conclusions:</i></b> Compulsive buyers seem to be more sensitive to marketing strategies, although vulnerability to marketing was not identified as a predictor of the severity of BSD. Given the enormous literature on the role of marketing in other addictive behaviours, further studies are needed to better understand the role of marketing in BSD to develop appropriate public health policies.

The Effect of Face Consciousness on Consumption of Counterfeit Luxury Goods

2014 ◽  
Vol 42 (6) ◽  
pp. 1007-1014 ◽  
Author(s):  
Yun-Qing Chen ◽  
Hong Zhu ◽  
Meng Le ◽  
Yi-Zhen Wu
Keyword(s):  
Purchase Intention ◽  
Laboratory Experiments ◽  
Positive Influence ◽  
Luxury Goods ◽  
Intention To Purchase ◽  
Luxury Item ◽  
Moderating Role ◽  
Chinese Undergraduates ◽  
Significant Positive Influence

We conducted 3 laboratory experiments to determine how face consciousness influences consumption of counterfeit luxury goods, along with the moderating roles of usage occasion and brand prominence. The participants in the first study were 138 Chinese undergraduates who were allocated to a 2 × 2 design to evaluate their intention to purchase a counterfeit luxury item that would be used either in public or in private. In Studies 2 and 3, using two 2 × 2 designs we evaluated the purchase intention of the participants (132 and 136, respectively) in order to investigate the moderating role of brand prominence. The results showed that participants' face consciousness had a significant positive influence on intention to purchase counterfeit luxury goods. In addition, the products' usage occasion and brand prominence positively moderated the influence that face consciousness had on counterfeit luxury item purchase intention of our participant groups.

scholarly journals Neuroimaging findings in disruptive behavior disorders

CNS Spectrums ◽  
2015 ◽  
Vol 20 (4) ◽  
pp. 369-381 ◽  
Author(s):  
Rosalind H. Baker ◽  
Roberta L. Clanton ◽  
Jack C. Rogers ◽  
Stéphane A. De Brito
Keyword(s):  
Antisocial Behavior ◽  
Disruptive Behavior ◽  
Behavior Disorders ◽  
Disruptive Behavior Disorders ◽  
Structural Connectivity ◽  
Cu Traits ◽  
Affective Stimuli ◽  
Imaging Research ◽  
Emotional Face

Decades of research have shown that youths with disruptive behavior disorders (DBD) are a heterogeneous population. Over the past 20 years, researchers have distinguished youths with DBD as those displaying high (DBD/HCU) versus low (DBD/LCU) callous-unemotional (CU) traits. These traits include flat affect and reduced empathy and remorse, and are associated with more severe, varied, and persistent patterns of antisocial behavior and aggression. Conduct problems in youths with HCU and LCU are thought to reflect distinct causal vulnerabilities, with antisocial behavior in youths with DBD/HCU reflecting a predominantly genetic etiology, while antisocial behavior in youths with DBD/LCU is associated primarily with environmental influences. Here we selectively review recent functional (fMRI) and structural (sMRI) magnetic resonance imaging research on DBD, focusing particularly on the role of CU traits. First, fMRI studies examining the neural correlates of affective stimuli, emotional face processing, empathy, theory of mind, morality, and decision-making in DBD are discussed. This is followed by a review of the studies investigating brain structure and structural connectivity in DBD. Next, we highlight the need to further investigate females and the role of sex differences in this population. We conclude the review by identifying potential clinical implications of this research.

A Study of the Role of Trust in Sharing Economy in the Tourism Industry

2021 ◽  
Vol 12 (4) ◽  
pp. 26-38
Author(s):  
Youngkeun Choi
Keyword(s):  
Personal Information ◽  
Sharing Economy ◽  
Purchase Intentions ◽  
Tourism Industry ◽  
Intention To Purchase

The purpose of this study is to examine the antecedents of trust in sharing economy in the tourism industry which influences consumers' purchase intentions. By presenting the concept of consumers' trust in suppliers, the author develops a model that explores the effects that explain the consumers' trust in suppliers and their intention to purchase in sharing economy. For this, this study surveys 332 Korean consumers using Airbnb and analyzes the data using AMOS 24. In the results, first, consumers' perceive responsiveness of suppliers, the degree to which consumers confide the personal information of suppliers, and consumers' disposition to trust increase their trust in suppliers. Second, consumers' trust in suppliers increases their intention to purchase. Finally, consumers' perceive the responsiveness of suppliers and consumers' disposition to trust among the antecedents of consumer's trust in suppliers increase their intention to purchase through their trust in suppliers.

Investigating the relationship between Internal Environmental Locus of control and Behaviour towards sustainable apparel: The mediating role of intention to purchase

2021 ◽  
Vol 9 (3) ◽  
Author(s):  
Dr. Nupur Arora ◽  
Parul Manchanda
Keyword(s):  
Locus Of Control ◽  
Structural Equation ◽  
Consumer Knowledge ◽  
Online Questionnaire ◽  
Environmental Behaviour ◽  
Mediating Role ◽  
Moderated Mediation Model ◽  
Intention To Purchase ◽  
The Relationship

Drawing on the theory of responsible environmental behaviour, the study seeks to examine the relationship between internal environmental locus of control (IntLOC)and behaviour towards sustainable apparel in the presence of intention to purchase as a mediator. Consumer knowledge about sustainable apparel was applied as a moderator in this mediated relationship. Data was collected from a sample of 294 Gen Z consumers through an online questionnaire Structural Equation modelling and Hayes PROCESS MACROS were the statistical tools employed to test the moderated mediation model. The results depict that IntLOC is animportant predictor of purchase behaviour towards sustainable apparel products. Intention to purchase has also been established as a partial mediator in the mode. Finally, consumer knowledge also acts as a significant moderator in the study.

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