ADVERTISING EFFECTIVENESS OF TELEVISED MESSAGES USING APPEALS: A CASE-STUDY IN THE CHINESE CONTEXT

Brand managers seeking for a loyal customer base need to build an emotional connection between the brand and consumers (Brady et al., 2004) particularly in a marketplace defined by heightened competition and commoditization. To the extent that advertising plays a key role in forging these bonds, there is a growing recognition that advertisers have an incomplete understanding of what it means when an emotional component is incorporated into their persuasive communication message. The present study tries to find out the preference of Chinese consumers for an emotional or rational appeal used in Television advertisements. The findings of the study emphatically proved that emotional appeals used in Television advertisements were preferred more and had a positive impact for respondent with different demographic and psychographics profiles. This was more profound among female respondents from lower age group and among respondents having achievement as their highest priority need. However, a mixed response was found for Television advertisements dominated with emotional appeals when a cross comparison was made across demographic and psychographics profile along with product life stage. In some case emotional appeal was preferred over rational appeal while rational appeal was preferred by respondents under some specific situation proving the fact that impact of appeal is situation specific. The present study hopes to provide direction to the advertising agencies in the matter of developing an appropriate ad message. This study in the Chinese context also aims to provide a cue for a proper mix of appeals in designing effective advertising messages.

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Lifestyles and Mobile Services Adoption in China

International Journal of E-Business Research ◽

10.4018/ijebr.2014070103 ◽

2014 ◽

Vol 10 (3) ◽

pp. 36-53 ◽

Cited By ~ 12

Author(s):

Shang Gao ◽

John Krogstie ◽

Zhihao Chen ◽

Wenyan Zhou

Keyword(s):

Mobile Devices ◽

Mobile Services ◽

Two Dimensions ◽

Central China ◽

Potential Importance ◽

Wireless Technology ◽

Chinese Consumers ◽

Chinese Context ◽

The Relationship ◽

Quality Awareness

Along with the popularity of mobile devices and advances in wireless technology, mobile services have become more and more prevalent. To the best of knowledge, despite the potential importance of lifestyle, little research has been performed on the effect of various lifestyle factors on mobile services diffusion, particularly in the Chinese context. This study examines the relationship between the lifestyles of Chinese consumers and the adoption of mobile services. Based on a sample of 313 respondents from the biggest city in central China, one can show that consumers with different lifestyles have different preferences related to a number of the identified mobile services. Furthermore, Chinese consumers are clustered into four lifestyle segments by two dimensions: the quality-awareness fashionable dimension and the economical dimension. The findings demonstrate that the quality-awareness fashionable dimension has stronger impact than the economical dimension toward the adoption of all the five types of mobile services.

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Type of Message, Personality, and Attitude Change

Psychological Reports ◽

10.2466/pr0.1968.23.2.643 ◽

1968 ◽

Vol 23 (2) ◽

pp. 643-648 ◽

Cited By ~ 1

Author(s):

Larry C. Jensen ◽

Susan Knecht

Keyword(s):

College Students ◽

Regression Analysis ◽

Multiple Regression Analysis ◽

Attitude Change ◽

Persuasive Communication ◽

Self Concept ◽

Emotional Appeal ◽

Treatment Conditions ◽

Emotional Appeals ◽

The Relationship

This experiment was designed to test the hypotheses that the relationship between personality and attitude change is affected by the type of persuasive communication and that the relationship between personality, attitude change, and type of appeal would be different for the two sexes. 280 college students were randomly divided into three treatment conditions. Each group received either a factual, emotional, or conforming appeal. Measures of anxiety (MAS), self-concept (S-C), authoritarianism (F), and intolerance of ambiguity (IA) were obtained for each student. A multiple regression analysis was conducted for each treatment and sex group with attitude change scores used as the dependent variable. Significant F ratios for the cumulative regression were found for males receiving the conforming message and for females receiving the conforming and emotional appeals. No personality measure was associated with attitude change following the factual appeal for either sex, or for the emotional appeal for the males. For the males in the con forming-appeal treatment IA was positively correlated with attitude change, while MAS and F were negatively correlated. For females in the conforming-appeal treatment S-C was positively correlated and MAS negatively correlated, while MAS was positively correlated in the emotional treatment. The results were interpreted as supporting the basic hypotheses and suggest that considerable attention must be given to the appeal used to induce attitude change in studies investigating personality and persuasibility.

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Understanding the Wellbeing Effects of a Community Music Program for People With Disabilities: A Mixed Methods, Person-Centered Study

Frontiers in Psychology ◽

10.3389/fpsyg.2020.588734 ◽

2020 ◽

Vol 11 ◽

Author(s):

Una M. MacGlone ◽

Joy Vamvakaris ◽

Graeme B. Wilson ◽

Raymond A. R. MacDonald

Keyword(s):

Mixed Methods ◽

Complex Intervention ◽

Positive Impact ◽

People With Disabilities ◽

Quantitative Measure ◽

Mental Wellbeing ◽

Community Music ◽

Service Users ◽

Mixed Response ◽

Service Staff

People with disabilities face inequalities in mental wellbeing, for which social exclusion is a contributing factor. Musical activities offer a promising but complex intervention, making impacts on a population with highly varied characteristics and needs challenging to capture. This paper reports on a mixed methods, person-centered study investigating a community music intervention for such a population. Three groups of adult service users with varied disabilities (either physical, learning, or both), took part in weekly music workshops in different locations. Music staff, housing and resource center staff, as well as participants and members of their families, took part in semi-structured interviews. A quantitative measure administered by service staff was used to rate service users’ social development. Two lay researchers, both individuals with a disability contributed to all aspects of the study. Interviews were analyzed through thematic analysis. Improvements in individuals’ self-expression, confidence, mood, and social skills were consistent with previous findings. Differences in effect between centers included: Group 1, some of whom had previous experience of workshops, showed an improvement in musical skills; Group 2 showed a mixed response, some participated with enthusiasm but others chose art activities over music workshops; Group 3 had lasting positive impact, this group had very limited opportunities for music due to their rural location. Quantitative analysis showed significant increase over all groups in communication, interaction with others, and joint attention. The intervention was beneficial for participants in separate locations in similar ways, but also highlighted that context and prior experience mediated effects in distinct ways. The lay researchers enhanced the qualitative analysis by emphasizing (1) the importance of recognizing participants’ self-expression in non-verbal modes of communication and (2) the importance of having music staff with a disability to provide a positive role model. This paper proposes that mixed methods person-centered research is the most suitable approach to capture and understand the multiple and varied effects of this complex intervention for a diverse group of participants.

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Landscape, Architecture and Environmental Regeneration: A Research by Design Approach for Inclusive Tourism in a Rural Village in China

Sustainability ◽

10.3390/su11010128 ◽

2018 ◽

Vol 11 (1) ◽

pp. 128 ◽

Cited By ~ 6

Author(s):

Tiziano Cattaneo ◽

Emanuele Giorgi ◽

Minqing Ni

Keyword(s):

Land Use ◽

Social Inclusion ◽

Positive Impact ◽

Methodological Approach ◽

Tourism Industry ◽

Landscape Patterns ◽

Design Approach ◽

Human Beings ◽

Chinese Context ◽

Rural Village

This paper presents project-based research focusing on regeneration for sustainable tourism in a rural village in China, namely Dongjingyu Village, Yuyang Township, Ji County. The research by design approach was applied, introducing to the Chinese context the concept of landscape services, with a particular focus on tradition and the evolution of historical landscape element (HLE) categories and types, whose value is determined by a qualifying relationship between human beings and the environment. The aim was to regenerate and transform the village for uses that are suitable to contemporary ways of coexistence between villagers and the growing tourism industry. Although there are partial limitations to the application of participatory methodologies in the Chinese context, the authors opted for a methodological approach based on research by design in order to foster dialogue and create awareness for both government authorities and citizens regarding potential design solutions, which were determined based on landscape patterns and not only land use. Two outcomes were achieved: (1) the research working package might lead to experimental actions, including changes to land-use models, administration capabilities and considerations of feasibility; and (2) the entire work package can be applied to and implemented in other rural villages in China. Moving beyond environmental scenarios, the outcomes provide evidence that participation and social inclusion might have a deeper and more positive impact on rural village regeneration.

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The impact of territory of origin on product authenticity perceptions

Asia Pacific Journal of Marketing and Logistics ◽

10.1108/apjml-12-2014-0180 ◽

2015 ◽

Vol 27 (3) ◽

pp. 385-405 ◽

Cited By ~ 7

Author(s):

Mohua Zhang ◽

Dwight Merunka

Keyword(s):

Positive Impact ◽

Product Category ◽

Partial Least Square ◽

Least Square ◽

Chinese Consumers ◽

Content Type ◽

Product Authenticity ◽

Least Square Approach ◽

The Impact ◽

Positive Effect

Purpose – The purpose of this paper is to demonstrate the importance of territory of origin (TOO) associations for consumers’ perception of product authenticity and empirically tests the chain of effects, from TOO associations to perceived authenticity, and to consumers’ self-brand connections. Design/methodology/approach – An experimental method and a partial least square approach were adopted. Hypotheses were tested on data collected across 665 Chinese consumers. Findings – Results demonstrate that TOO exerts a positive impact on perceived product authenticity, which in turn leads to stronger consumers’ self-brand connections. In addition, compared with country of origin (COO) information, TOO has a unique positive impact on perceived authenticity and a direct positive effect on consumers’ self-brand connections. Also, the positive impact of TOO on perceived authenticity is enhanced through consumers’ familiarity with the TOO and through congruence between the product category and the TOO. Research limitations/implications – One possible outcome of TOO (perceived authenticity) and one product category (lavender soap) were considered in this study. Originality/value – Given the diminishing relevance of COO associations, this study demonstrates that TOO is an appealing alternative strategy for strengthening brand equity.

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To Study the Impulse Buying Behavior among Customers of Branded Shoes as an Effect of In-store Promotions with Reference to Gender in Tier Two Towns of Maharashtra

Shanlax International Journal of Management ◽

10.34293/management.v8is1-feb.3769 ◽

2021 ◽

Vol 8 (S1-Feb) ◽

pp. 147-156

Author(s):

Mangesh Mannohar Dasare ◽

Pardeep Kumar

Keyword(s):

Positive Impact ◽

Family Influence ◽

Business Success ◽

Impulse Buying ◽

Impulsive Behavior ◽

Personal Factors ◽

Buying Behavior ◽

Loyal Customer ◽

Time Availability ◽

Business Behavior

The marketing concept of business behavior focuses on consumers, their preferences, wishes, needs and expectations that need to be met and exceeded so that the company can achieve business success quantified by the levels of revenue, profit, market share and loyal customer basis. This paper aims to elucidate the phenomenon of impulsive behavior by pointing to determining factors and by clarifying the essence of urge-driven behavior, in order to enable companies to predict impulsive buyers’ behavior to a certain extent, and adjust and define their marketing strategies. The study shows in-store promotions give rise to impulse buying behavior strongly among consumers of Pune, Nagpur, Nasik and Aurangabad.A self-administered survey was used to elicit information from 1050 purposively selected respondents living in various parts of Pune, Nasik, Nagpur and Aurangabad. Data have been analyzed by using Statistical Package for Social Science (SPSS)results revealed that personal factors, that is, time availability and family influence has significant and positive impact on the impulse buying behavior of respondents of these four non-metro cities. Also, in-store factors except money availability have significant impact on impulse buying behavior.

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Lifestyles and Mobile Services Adoption in China

Geospatial Research ◽

10.4018/978-1-4666-9845-1.ch074 ◽

2016 ◽

pp. 1569-1588

Author(s):

Shang Gao ◽

John Krogstie ◽

Zhihao Chen ◽

Wenyan Zhou

Keyword(s):

Mobile Devices ◽

Mobile Services ◽

Two Dimensions ◽

Central China ◽

Potential Importance ◽

Wireless Technology ◽

Chinese Consumers ◽

Chinese Context ◽

The Relationship ◽

Quality Awareness

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Hedonic and Utilitarian Motivations of Home Motion-Sensing Game Play Behavior in China: An Empirical Study

International Journal of Environmental Research and Public Health ◽

10.3390/ijerph17238794 ◽

2020 ◽

Vol 17 (23) ◽

pp. 8794

Author(s):

Yuqi Liu ◽

Yao Song ◽

Ryoichi Tamura

Keyword(s):

Social Interaction ◽

Home Environment ◽

Psychological Health ◽

Structural Equation ◽

Positive Impact ◽

Equation Modeling ◽

Motion Sensing ◽

Chinese Consumers ◽

The World ◽

Game Industry

As an important branch of video games and the integration of emerging motion-sensing technology, home motion-sensing games cannot only bring hedonic entertainment but also promote utilitarian benefits including exercise and social interaction for people to improve their physical and psychological health. As one of the most populous countries in the world, China has the largest number of households in the world but quite a low home game penetration rate due to the 13 year game industry winter for international enterprises. Whether Chinese customers have the intention of using motion-sensing games to improve their health status in the home environment will directly determine the commercial potential of the relevant industry in the Chinese market. In order to understand the motives of users and explore the market possibility and prospects of the game industry, this study adopts empirical research and structural equation modeling to construct a motivation model of Chinese consumers toward motion-sensing gameplay behavior in the household environment. We distributed 515 questionnaires to conduct a survey; 427 valid responses have been received, and 203 data, which meet the inclusion criteria of the required game experience, have been analyzed by SPSS25.0 and AMOS25.0. A structural equation model for the gameplay motivation has been constructed. The result shows that the three functional motivators, exercise (Path efficient = 0.40, p < 0.01), entertainment (Path efficient = 0.27, p < 0.01), and social interaction (Path efficient = 0.36, p < 0.01) of home motion-sensing games have a significantly positive impact on the user’s intention to play. Furthermore, the diversity and the time-and-place flexibility variables exert an important positive influence on the users’ gameplay behavior through their effects on the three main functional motive variables. To sum up, (1) exercise, (2) entertainment, and (3) social interaction are the main functional motivations of the Chinese consumers’ gameplay behaviors; (4) diversity and (5) time-and-place flexibility are the two main attribute motivators. The acceptance of Chinese users for home motion-sensing games remains positive and high. The motion-sensing game industry has broad market prospects in China through its potential in promoting consumer’s wellness and health in the home environment.

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Customer Engagement in Private Sector Healthcare: How Does it Affect Customer Loyalty

Journal of Economics Management and Trade ◽

10.9734/jemt/2021/v27i230328 ◽

2021 ◽

pp. 30-40

Author(s):

Tharoosha Jayalath ◽

Badra Sandamali Galdolage

Keyword(s):

Sri Lanka ◽

Private Sector ◽

Customer Loyalty ◽

Service Sector ◽

Positive Impact ◽

Healthcare Sector ◽

Customer Engagement ◽

Loyal Customer ◽

High Level ◽

The Impact

Service sector grows rapidly and gives a foremost contribution to the world economy. In Sri Lanka, the service sector contributes more than 55% to the Gross Domestic Production. Among such services, health care is pioneering and includes many businesses and a wide variety of organizations. Within the healthcare sector, this study focuses on the private sector hospitals where customer engagement is very high. However, the scholarly attention given to understanding customer engagement and its impact is very rare, particularly in the healthcare sector in Sri Lankan context. Therefore, this study aims to examine the impact of customer engagement on customer loyalty in private sector hospitals. Based on the positivism, a quantitative survey was carried out distributing more than 200 questionnaires among people who have visited private sector hospitals in Colombo district, chosen based on convenience sampling method. The rationale behind limiting the study to Colombo district is, many of the private sector hospitals are located in this district in Sri Lanka. The data were analyzed with descriptive statistics and regression. The study found a high level of customer engagement in private sector healthcare and has a strong positive impact on customer loyalty. As implications, the study suggests private sector healthcare to manage customer engagements providing positive experience in order to sustain a loyal customer base.

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Research on the Relationship Between Service Guarantee Perception and Customer Value in the Chinese Context

Frontiers in Psychology ◽

10.3389/fpsyg.2021.766098 ◽

2022 ◽

Vol 12 ◽

Author(s):

Huang-he Yu ◽

Shu-kuan Zhao ◽

Mao-Chou Hsu

Keyword(s):

Perceived Risk ◽

Customer Value ◽

Statistical Characteristics ◽

Management Tool ◽

Proper Function ◽

Chinese Consumers ◽

Chinese Context ◽

Service Guarantee ◽

Education Levels ◽

Structural Assurance

As an excellent management tool, service guarantee can improve the competitive advantage of enterprises and allow consumers to obtain high-quality products and services. However, in the current Chinese context, this tool has not played its proper function. One important reason is the perception deviation of Chinese consumers. This research analyzes the main reasons for this deviation, puts forward related hypotheses and research models, and discusses the influence of disposition to trust of contract, perceived structural assurance (PSA), and subjective norm on service guarantee perception (SGP). Also, this study discusses SGP of customers through perceived risk and quality. Through the verification of 574 sample data, the main conclusions are as follows: (1) Disposition to trust of contract, subjective norms, and PSA significantly affect SGP positively; (2) SGP positively affects customer value (CUV); and (3) SGP s are obviously different between people of different ages, education levels, and income levels. Hopefully, these conclusions can have the following enlightenment to enterprises serving Chinese consumers: (1) in the designing stage of service guarantee, perception of customers of this guarantee should be a consideration; (2) CUV can be a proper direction if an enterprise wish to lead the guarantee perception of the customer; (3) Not all products need the same level of service guarantee; and (4)The proper service guarantee level depends on various statistical characteristics of target customers of the service.

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