Behavioural Consequences of Consumer Ethnic Identification and Acculturation: An Investigation in the Context of Targeted Online Advertisements

<p>Previous studies indicate that consumers generally prefer advertisements that feature ethnically similar models. However, most of these studies are conducted using Hispanic or Black consumer samples in the context of outdated targeted marketing practices. Basing the theoretical foundation on Self-Identification Theory, the Theory of Planned Behaviour, and Distinctiveness Theory, this paper uses quantitative data collecting and data analysis techniques to explore various aspects of the effects of consumer ethnic identification and acculturation on product purchase intention in the context of Asian identifying consumers in New Zealand. This thesis further explored the impact of attitude toward targeted advertisements in the context of ethnic targeting towards Asian identifying consumers. The findings of this study suggest that the use of Asian models in ads may enhance purchase intention of advertised products among consumers who strongly identify as ethnically Asian, as well as among Asian identifying consumers who have not acculturated strongly to New Zealand culture. This study further found that, where consumers are aware of being personally targeted based on demographic information, consumer purchase intention regarding advertised products may be significantly positively influenced by their attitude towards the practice of targeted advertising itself. These results carry several implications, both practical and theoretical. Specifically, these results may suggest that marketing managers in countries with large (though still in the minority) Asian consumer populations may benefit greatly from engaging in targeted ethnic advertising towards this demographic. Furthermore, the integration of the three theories used into a novel conceptual model represents a potential use in future similar studies.</p>

Behavioural Consequences of Consumer Ethnic Identification and Acculturation: An Investigation in the Context of Targeted Online Advertisements

<p>Previous studies indicate that consumers generally prefer advertisements that feature ethnically similar models. However, most of these studies are conducted using Hispanic or Black consumer samples in the context of outdated targeted marketing practices. Basing the theoretical foundation on Self-Identification Theory, the Theory of Planned Behaviour, and Distinctiveness Theory, this paper uses quantitative data collecting and data analysis techniques to explore various aspects of the effects of consumer ethnic identification and acculturation on product purchase intention in the context of Asian identifying consumers in New Zealand. This thesis further explored the impact of attitude toward targeted advertisements in the context of ethnic targeting towards Asian identifying consumers. The findings of this study suggest that the use of Asian models in ads may enhance purchase intention of advertised products among consumers who strongly identify as ethnically Asian, as well as among Asian identifying consumers who have not acculturated strongly to New Zealand culture. This study further found that, where consumers are aware of being personally targeted based on demographic information, consumer purchase intention regarding advertised products may be significantly positively influenced by their attitude towards the practice of targeted advertising itself. These results carry several implications, both practical and theoretical. Specifically, these results may suggest that marketing managers in countries with large (though still in the minority) Asian consumer populations may benefit greatly from engaging in targeted ethnic advertising towards this demographic. Furthermore, the integration of the three theories used into a novel conceptual model represents a potential use in future similar studies.</p>

Locomotion Identification Method of one-DOF Six-Bar for Jumping Robot

Exploring the locomotion of creatures is a challenging task in bionic robots, and the existing iterative design methods are mainly based on one or two characteristics to optimize robots. However, it is hard to obtain other features. Here, we introduced the thinking of system identification theory to the bionic robots, averting the exploration of the dynamics and reducing the difficulty of design greatly. A one-DOF six-bar mechanism (Watt I) was designated as the model to be identified, and it was divided into two parts, i.e. a one-DOF four-bar linkage and a three-DOF series arm. Then we formed constraints and a loss function. The parameters of the model were identified based on the kinematic data of a marmoset jumping. As a result, we obtained the desired model. Then, a prototype derived from the model was fabricated, and the experiments verified the effectiveness of the method. Our method also can be applied to other motion simulation scenarios.

An Analysis of Identification Theory in Political Fable—A Case Study of Animal Farm

Under the guidance of Burke’s identification theory, this paper analyzes the speech of the old Major in the first chapter of Animal Farm from a rhetorical perspective and finds that the old Major persuades his audience, i.e., the other animals, to gain the identification from two aspects: identification by content and identification by form, thus causing the successful uprising of the animals that follows in the storyline. This study explores the embodiment of rhetoric in political fables and analyzes the rationale embedded in the fable from a new perspective, that of rhetoric.

“Celebrity Avatar” Feasting on In-Game Items: A Gamers’ Play Arena

Gamers like to socially interact with other players and show off their avatar whenever it is conceivable in performance and appearance. This study aimed to develop a new construct—“Celebrity Avatar”—based on the celebrity endorsement model and player-avatar identification theory and add value to the survey using theory of consumption value (TCV) as a mediating role. As we know, celebrity and avatar identification show a positive influence on consumer behavioral decisions, so celebrity avatars altogether as a new construct showed positive results. The self-brand connection (SBC) and fantasy have a positive effect on the celebrity avatar. We found that four components of TCV, that is, enjoyment value, character competency value, visual character value, and monetary value, are applicable for depicting how celebrity avatars can persuade consumers to buy in-game items.

Gatekeeping Process of Content Production of Audio Podcast in Yogyakarta, Indonesia

Podcasts are gaining popularity in Indonesia (Daily Social, 2018). Audio podcasts produced by Jakartans with urban life and Jakarta-centric narrative dominates the podcast in Indonesia. However, Yogyakarta podcasters are trying to become the antithesis of the Jakarta-narrative podcasts with local messages. This study aimed to determine how the gatekeeping process of audio podcasts in Yogyakarta fight Jakarta-centric podcast domination. This research used a descriptive qualitative research method with grounded theories. The theories used were: (1) Podcast Production Management by Michael W. Geoghegan and Dan Klass (2007) and (2) Network Gatekeeping Theory by Karine Barzilai-Nahon (2008). In this study, the theory was limited to gatekeeping identification and mechanisms described in the Network Gatekeeping Identification Theory in the context of the network in information technology (Internet). The results of this study indicated that there was no standard mechanism related to the gatekeeping process. The gatekeeping process determinants are individual factors, where each podcaster has a different understanding of gatekeeping process. In pre-production, the gatekeeping process consists of selection (selection of themes/content materials), localization, use local language and avoiding Jakarta-centric narrative, and adding information like quotes from books or experts for sensitive issues. The gatekeeping process in production includes repetition (repeating words/sentences related to self-identity, greetings, podcast names) and shaping information into podcast nuances (formal/informal). Postproduction consists of displays (back sound and sound effects), deletion (removing irrelevant information), withholding (withholding information or, in some cases, not publishing the podcast episode), and channelling (distribute to specific channels). Podcasts that consciously aim to fight against the Jakarta-centrist podcasts are “Temukonco” and “The Podcast Sambat.” The gatekeeping process used includes the contents of the Javanese (Yogyakarta) culture as seen from the podcast name and gatekeeping bases such as (1) selection; (2) display; (3) shaping; and (4) localizing. Keywords: content, podcast, gatekeeping

Methods for adaptive control of objects with variable parameters

The work uses the method of standard characteristic polynomials, based on the Lyapunov theorem on adaptive control systems, the theory of flexible and robust control, methods of the theory of nonlinear systems. When modeling an internal combustion engine, methods of identification theory were additionally involved. When obtaining theoretical results, the method of Lyapunov functions, the method of standard characteristic polynomials, methods of the theory of adaptive and robust control, methods of the theory of nonlinear systems were used. When constructing a model of an internal combustion engine, methods of identification theory were additionally involved. For the synthesis of control systems in conditions of uncertainty, one of the topical directions is adaptive systems. These are control systems that compensate for parametric, signal, functional, or structural uncertainties of the control object by automatically adjusting the controller during the system's working operation, i.e., adaptive systems make up for the lack of a priori information about the control object during operational operation. To solve the problem of managing undefined objects, for example, classical methods are used. In such methods, when state variables are immeasurable, it becomes necessary to use additional dynamic filters. Classical methods are more often used for a limited class of objects. In the case of class extension, the structure of the control algorithm becomes more complicated.