Comparison of the effects of help-seeking and product-claim direct-to-consumer advertising (DTCA) and the underlying mechanism

Purpose The purpose of this paper is to evaluate the differential effects of help-seeking and product-claim direct-to-consumer advertising (DTCA) on consumers’ attitude toward the ad, intention to seek information and intention to see a doctor. This paper also seeks to examine the underlying mechanism of these effects and the moderating role of advertising literacy. Design/methodology/approach An online experiment was conducted with 130 adults who experienced narcolepsy symptoms and experimental stimuli promoting a fictitious drug for narcolepsy. Findings Help-seeking DTCA generated lower persuasion knowledge activation than product-claim DTCA, resulting in lower skepticism, more favorable attitude toward the ad and higher behavioral intentions. The effects of ad type were stronger among consumers with higher advertising literacy. Originality/value This is the first study that provides a thorough examination of the underlying mechanism of the differential effects of help-seeking vs product-claim DTCA as well as the roles of consumers’ advertising literacy on ad outcomes.

Effect of a hypothetical modified risk tobacco product claim on heated tobacco product use intention and perceptions in young adults

IntroductionModified risk tobacco product (MRTP) claims for heated tobacco products (HTPs) that convey reduced exposure compared with conventional cigarettes may promote product initiation and transition among young people. We assessed the effects of a hypothetical MRTP claim for HTPs on young adults’ intention and perceptions of using HTPs and whether these effects differed by their current cigarette and e-cigarette use.MethodsWe embedded a randomised between-subjects experiment into a web-based survey administered among a cohort of 2354 Southern California young adults (aged 20–23) in 2020. Participants viewed depictions of HTPs with an MRTP claim (n=1190) or no claim (n=1164). HTP use intention and HTP-related harm and use perceptions relative to cigarettes and e-cigarettes were assessed.ResultsOverall, participants who viewed versus did not view the claim did not differ in HTP use intention (28.5% vs 28.7%) but were more likely to perceive HTPs as less harmful than cigarettes (11.4% vs 7.0%; p<0.001). The experimental effect on HTP use intention did not differ among past 30-day cigarette smokers versus non-smokers (interaction adjusted OR (AOR)=0.78, 95% CI 0.36 to 1.76) but differed among past 30-day e-cigarette users versus non-users (interaction AOR=1.67, 95% CI 1.02 to 2.68).DiscussionThe hypothetical MRTP claim may lower young adults’ HTP harm perceptions compared with cigarettes but may not change HTP use intention overall or differentially for cigarette smokers. The larger effect on HTP use intention among e-cigarette users than non-users raises the question of whether MRTP claims may promote HTP use or HTP and e-cigarette dual use among young e-cigarette users.

Impact of Advertisements on Demand for Fairness Products Among University Students in Pakistan

One of the most important functions of TV advertisements is to create demand for products. TV advertisements influence youth towards buying behavior. The demand of beauty care products is rising in Pakistan and is experiencing high industrial market growth rate. In contemporary era, majority of fairness TV ads exaggerate the product benefits, which often results in rousing an inappropriate demand within the respective market. The repeated exposure (frequency) of advertisement helps to boost demand of products. This research, intended to study the impact of two respective factors, namely, the product claim and the extent of frequency of fairness TV ads. It also finds out which factor has a much stronger influence on demand for fairness products. The major findings of the study revealed that there is a strong impact of fairness TV ads on their demand among university students in Karachi (Pakistan). The TV ads for fairness products holds a lasting impact on the minds of consumers and consequently leads to stimulate their demand.

The persuasive effects of emotional green packaging claims

Purpose The purpose of this paper is to investigate the effects of rational green packaging claims vs emotional green packaging claims on consumers’ purchase propensity for organic coffee. Design/methodology/approach Three within-subjects experiment were carried out (N=87, N=245, N=60). The experimental design encompasses packaging with rational green claims, emotional green claims, as well as a neutral (control) claim. Measured variables are introduced to assess participants’ environmental commitment and information processing ability. A manipulated between-subjects variable is introduced to test how distraction interacts with preference for the claims. Findings Overall, consumers prefer products with green claims over those with neutral (control) claims, and products with emotional green claims to those with rational green claims. The studies also reveal that this effect is moderated by participants’ environmental commitment, information processing ability and by distraction. The findings were statistically significant (p<0.05). Research limitations/implications As a lab experiment, the study provides limited generalizability and external validity. Practical implications For most organic FMCG products, it is advisable to employ emotional packaging claims. Social implications The presented findings provide marketers with tools to influence consumer behavior toward sustainable choices. Originality/value The paper validates previous contributions on the effects of product claim types, and extends them by introducing comprehensive empirical data on all the Elaboration Likelihood Model’s criteria for rational decision-making; motivation, opportunity and ability.

Settling the Patentability of Products Obtained from Essentially Biological Processes: The EPO President’s Referral to the Enlarged Board of Appeal in the Aftermath of “the Pepper Case”

In the aftermath of the Technical Board of Appeal’s decision T 1063/18 of 5 December 2018 (“the Pepper case”), the President of the EPO has referred, in G 3/19, two questions to the Enlarged Board of Appeal pursuant to Article 112(1)(b) of the European Patent Convention concerning the patentability of products obtained from essentially biological processes under Article 53(b) EPC. The Technical Board of Appeals in T 1063/18 upheld that the new Rule 28(2) of the Implementing Regulations to the European Patent Convention conflicts with Article 53(b) EPC, as it has been interpreted by the Enlarged Board of Appeal in G 2/12 and G 2/13 (the “Tomato II” and “Broccoli II” cases), namely that “the exclusion of essentially biological processes for the production of plants in Article 53(b) EPC does not have a negative effect on the allowability of a product claim directed to plants or plants material such as fruit”. Moreover, the TBA concluded that Article 58(b) EPC should prevail over Rule 28(2) EPC-IR. Since this ruling challenges the Administrative Council’s amendment to Rule 28 EPC-IR, the President deemed it necessary to refer the conflict to the EBA in order to “restore legal certainty”.

Néctar de buriti (Mauritia flexuosa): a bebida funcional do cerrado

Os frutos das espécies nativas do cerrado oferecem elevado valor nutricional, além de atrativos sensoriais como cor, sabor e aroma peculiares e intensos, ainda pouco explorados comercialmente. O buriti é uma das mais interessantes e prestimosas palmeiras do Brasil e destaca-se pela sua beleza e pelos seus múltiplos usos na alimentação humana. Visando o seu maior aproveitamento, foi realizada a elaboração do néctar de buriti. O produto foi caracterizado físico-química, microbiológica e sensorialmente. Os resultados indicaram que o néctar de buriti possui baixo valor energético 71,73 kcal, seus teores de ferro e manganês são capazes de suprir as necessidades diárias recomendadas, além de poder receber alegação de produto funcional, devido ao seu teor de fibras (3,1 g (100 g)-1 de néctar). Quanto às análises microbiológicas, o néctar de buriti apresentou-se dentro dos limites microbiológicos estabelecidos pela legislação sanitária. Sensorialmente, teve boa aceitação, obtendo média geral 7 e intenção de compra de 81,07% dentre os entrevistados. Desta forma, a industrialização de buriti torna-se alternativa para o aproveitamento deste fruto, além de ser um produto de grande valor nutricional.Buriti’s Nectar (Mauritia flexuosa): a Functional Cerrado’s Beverage Abstract: The cerrado’s native species fruits offer high nutritional value, besides sensory attractive as color, flavor and unique aroma and intense, yet little explored commercially. Buriti is one of the most interesting and precious palms of Brazil and stands out for its beauty and its multiple uses in food. Aiming his greatest achievement, the Buriti’s nectar development was performed. The product was characterized physic-chemical, microbiological and sensory. The results indicated that the Buriti’s nectar has low energy 71.73 kcal, their iron and manganese levels are able to meet the recommended daily requirements, and can get functional product claim, due to its fiber content (3,1 g (100 g) -1 of nectar). As for microbiological analyzes, Buriti’s nectar was within the microbiological limits set by health legislation. Sensory, was well received, achieving overall average 7 and intention to purchase 81.07% among the respondents. Thus, burity industrialization becomes alternative to the use of the fruit as well as being a product of high nutritional value.

Statistical Considerations Related to Intra-oral Studies

Intra-oral studies use caries models from which conclusions are drawn concerning the caries process in the clinical environment. Recently, attention has been drawn to the issue of proper analysis and interpretation of the data from such studies, with particular emphasis placed on a consideration of the role such studies can and should play as a component of product claim submissions to the American Dental Association (ADA). This presentation discusses a number of issues relevant to this consideration, including the validity and reliability of the intra-oral modeling process, the relationship between these concepts and the requirements imposed by the ADA Guidelines for superiority and equivalence claims, and a brief enumeration of several other statistical issues which ought to be considered in the handling of data from such studies.

Cognitive Effects of Deceptive Advertising

Although much has been written about deception in advertising, no studies have been reported in which a deception and its impact on consumers were demonstrated empirically. The authors present a behavioral definition of deception and illustrate its operationalization in the context of a longitudinal experiment in which the effects of an explicit, deceptive product claim on a variety of cognitive variables were measured both before and after product trial. Issues related to the measurement of deception seriousness are emphasized. The basic approach appears generalizable to nonexperimental studies of real-world deception.