For a large portion of its history, broadcasting has been stagnant when it comes to incorporating new and innovative technologies. However, due to declining viewership and consumer desire for ...customizable content, augmented reality (AR) graphics have begun to be incorporated into multiple broadcast products. The current study contributes to the literature by providing much needed answers to questions surrounding consumer perceptions and the implementation of AR in broadcasts. Guided by the Elaboration Likelihood Model and using sport broadcasts as the context, three NBA broadcasts were assessed: a mascot-mode with over the top AR graphics, a coach-mode with play-by-play AR graphics, and a traditional broadcast with no graphics. Following random assignment, participants in the current study were more likely to re-view (p < .05) and recommend via word of mouth (p < .05) the coach-mode AR than the mascot-mode AR. As formidable media providers like ESPN do not see AR as a fad, the current findings are noteworthy. Both AR enhancements under investigation represent substantial alterations to the core, traditional product. Thus, media providers are advised to introduce AR components gradually and systematically, so as not to overload the conservative viewer.
•Sport broadcasts are adding augmented reality, this study assessed consumer impact.•Traditional & AR broadcasts were examined through a between-subjects experiment.•Significant differences were found between the broadcast modes.•Sport fans were likely to re-view and speak favorably of AR enhanced broadcasts.•AR coach mode was received more favorably than AR mascot mode.
Half a century of research on celebrity endorsement has led to the advancement of four grand celebrity endorsement theories. Most scholars have adopted the meaning transfer model, proposed 30 years ...ago by Grant McCracken, as the most appropriate theory to explain effective celebrity endorsements. In this conceptual study, we present a literature search and analysis that finds strong support for the validity of all four grand endorsement theories (source credibility, source attractiveness, match‐up hypothesis, and meaning transfer model) and thus show that each theory constitutes an effective construct for a particular set of endorsements. We argue that, contrary to the assertion in the literature, no single theory is able to holistically explain celebrity endorsements. Only a comprehensive framework comprising all theories can explain the great variety of different celebrity endorsements executed in advertising praxis. Moreover, we present a prescriptive framework that allows marketers to identify the most effective celebrity endorsement strategy based on a product's or brand's value proposition, as we believe traditional product categories are no longer an appropriate concept on which to base an effective advertising strategy.
This article investigates how the perceived threats caused by COVID-19 affect consumers’ travel choices and actions by influencing their intentions to seek variety. Four studies show that the ...perceived threat of COVID-19 increases variety seeking in travel choices. Study 1 finds that travelers who perceive a greater threat of COVID-19 tend to undertake more varied activities during their travel. Study 2 shows that the main effect exists only for individuals who have previously visited the destination. Study 3 replicates the moderating effect of previous visiting experience by using a different way to manipulate the perceived threat of COVID-19. Study 4 illustrates the moderating impact of another important factor: the number of travelers included in the companies’ communication messages. The article concludes by discussing the theoretical and managerial implications of the findings.
When it comes to spending disposable income, experiential purchases tend to make people happier than material purchases (
Van Boven & Gilovich, 2003
). But why are experiences more satisfying? We ...propose that the evaluation of experiences tends to be less comparative than that of material possessions, such that potentially invidious comparisons have less impact on satisfaction with experiences than with material possessions. Support for this contention was obtained in 8 studies. We found that participants were less satisfied with their material purchases because they were more likely to ruminate about unchosen options (Study 1); that participants tended to maximize when selecting material goods and satisfice when selecting experiences (Study 2); that participants examined unchosen material purchases more than unchosen experiential purchases (Study 3); and that, relative to experiences, participants' satisfaction with their material possessions was undermined more by comparisons to other available options (Studies 4 and 5A), to the same option at a different price (Studies 5B and 6), and to the purchases of other individuals (Study 5C). Our results suggest that experiential purchase decisions are easier to make and more conducive to well-being.
In a hypothetical choice experiment consumers were given the option of purchasing burgers that were made from beef, plant-based protein, or cultured meat. Willingness to purchase plant-based and ...cultured meat burgers is linked to age, sex, views of other food technologies, and attitudes towards the environment and agriculture. Although consumers were told that all burgers tasted the same, there was a marked preference for beef burgers. A mixed-logit model predicts that, if prices were equal, 65% of consumers would purchase the beef burger, 21% would purchase the plant-based burger, 11% would purchase the cultured meat burger, and 4% would make no purchase. Preferences for plant-based and cultured meat burgers are found to be highly, but not perfectly, correlated.
•This study investigates whether and how the unique characteristics (information quality, system quality, virtual interactivity, and rewards) of online brand communities affect customer ...engagement.•The consequent effect of customer brand engagement on brand loyalty is also examined.•This study frames and empirically validates a model for engaging customers with online brand communities on Facebook, considering the moderating role of gender.
The advent of interactive digital platforms has led people to progressively interact on such platforms, urging organizations to create online communities to engage customers with them and with each other to enhance brand loyalty. This study attempts to investigate what motivates customers to engage in these brand communities. Through a questionnaire survey of 430 Facebook users, this study investigates whether and how the unique characteristics (information quality, system quality, virtual interactivity, and rewards) of online brand communities affect customer engagement. The consequent effect of customer engagement on brand loyalty is also examined. This study frames and empirically validates a model for engaging customers with online brand communities on Facebook, considering the moderating role of gender. The Stimulus-Organism-Response paradigm is solicited to justify the theoretical background of this study. The data were analyzed using structure equation modelling. Results reveal that each of the characteristics positively influences customer engagement, with information quality and virtual interactivity bearing the strongest influence. Customer engagement also exhibits a strong positive impact on brand loyalty. This results further reveal that gender gap in the online environment is declining as the impact of all the four characteristics of online brand communities on customer engagement was invariable across male and female members.
Older People in Advertising Eisend, Martin
Journal of advertising,
07/2022, Letnik:
51, Številka:
3
Journal Article
Recenzirano
Odprti dostop
Despite the increasing market size and consumption power of older consumers, older people seldom appear in advertising, and research activity in this area suggests that advertising scholars have lost ...interest in the topic. This article proposes some explanations for this neglect of the topic despite its increasing importance and provides a review of knowledge about the representation, portrayal, and effects of older people in advertising. Based on this review, the article identifies several gaps in the literature and proposes an integrative model and agenda for future research. The agenda addresses the definition and operationalization of age and older people and discusses how their representation and portrayal must be evaluated against appropriate baseline figures; how stereotyping can be assessed and measured; how positive perceptions and evaluations of portrayals of older people, despite weak representation and stereotyping, can be explained; and how social and commercial effects can be investigated. The agenda discusses the potential responsibilities of advertisers and the implications of this research for practitioners and public policy.
Chile's Law of Food Labeling and Advertising, implemented in 2016, was the first national regulation to jointly mandate front-of-package warning labels, restrict child-directed marketing, and ban ...sales in schools of all foods and beverages containing added sugars, sodium, or saturated fats that exceed set nutrient or calorie thresholds. The objective of this study is to evaluate the impact of this package of policies on household beverage purchases.
In this observational study, monthly longitudinal data on packaged beverage purchases were collected from urban-dwelling households (n = 2,383) participating in the Kantar WordPanel Chile Survey from January 1, 2015, to December 31, 2017. Beverage purchases were linked to nutritional information at the product level, reviewed by a team of nutritionists, and categorized as "high-in" or "not high-in" according to whether they contained high levels of nutrients of concern (i.e., sugars, sodium, saturated fat, or energy) according to Chilean nutrient thresholds and were thus subject to the law's warning label, marketing restriction, and school sales ban policies. The majority of high-in beverages were categorized as such because of high sugar content. We used fixed-effects models to compare the observed volume as well as calorie and sugar content of postregulation beverage purchases to a counterfactual based on preregulation trends, overall and by household-head educational attainment. Of households included in the study, 37% of household heads had low education (less than high school), 40% had medium education (graduated high school), and 23% had high education (graduated college), with the sample becoming more educated over the study period. Compared to the counterfactual, the volume of high-in beverage purchases decreased 22.8 mL/capita/day, postregulation (95% confidence interval CI -22.9 to -22.7; p < 0.001), or 23.7% (95% CI -23.8% to -23.7%). High-educated and low-educated households showed similar absolute reductions in high-in beverage purchases (approximately 27 mL/capita/day; p < 0.001), but for high-educated households this amounted to a larger relative decline (-28.7%, 95% CI -28.8% to -28.6%) compared to low-educated households (-21.5%, 95% CI -21.6% to -21.4%), likely because of the high-educated households' lower level of high-in beverage purchases in the preregulation period. Calories from high-in beverage purchases decreased 11.9 kcal/capita/day (95% CI -12.0 to -11.9; p < 0.001) or 27.5% (95% CI -27.6% to -27.5%). Calories purchased from beverages classified as "not high-in" increased 5.7 kcal/capita/day (95% CI 5.7-5.7; p < 0.001), or 10.8% (10.8%-10.8%). Calories from total beverage purchases decreased 7.4 kcal/capita/day (95% CI -7.4 to -7.3; p < 0.001), or 7.5% (95% CI -7.6% to -7.5%). A key limitation of this study is the inability to assess causality because of its observational nature. We also cannot determine whether observed changes in purchases are due to reformulation or consumer behavioral change, nor can we parse out the effects of the labeling, marketing, and school sales ban policies.
Purchases of high-in beverages significantly declined following implementation of Chile's Law of Food Labeling and Advertising; these reductions were larger than those observed from single, standalone policies, including sugar-sweetened-beverage taxes previously implemented in Latin America. Future research should evaluate the effects of Chile's policies on purchases of high-in foods, dietary intake, and long-term purchasing changes.
Celotno besedilo
Dostopno za:
DOBA, IZUM, KILJ, NUK, PILJ, PNG, SAZU, SIK, UILJ, UKNU, UL, UM, UPUK
Electronic word of mouth influences the consumer buying behavior through the online exchange of customer opinions and experiences about commodities using social networking sites. Reviews or comments ...posted on the Internet by consumers and experts are based on their personal experiences and the evaluation and expert analysis of a product. The current study explains an overview of key elements of eWOM communication antecedents, addresses eWOM motives to analyze food products purchasing factors associated with consumer engagement. We found certain factors of eWOM that should be considered in decision making according to the model for information adoption. It revealed that consumers’ need for social interaction, economic incentives, and self-worth reinforcement are the primary drivers of eWOM involvement. However, argument quality was found to be more appealing then eWOM source credibility for food product purchasing. Practitioners should make their strategies to follow the credibility standards, trustworthy vehicles, perceived values, informative and digital channels for the enhancement of eWOM communications. eWOM communication is an emerging area, further research can be focused on the meta-analysis of relative factors, such as responses, moderators, and credibility to eWOM communication.
•Electronic word-of-mouth is an online exchange of customer opinions and experiences.•The current study addresses eWOM readership from food product purchasing perspective.•Self-worth reinforcement is significantly effective compared to other involvements.•eWOM factors for information adoption should be considered in decision-making process.
•We report sources of vaping products reported from a 2017 web-based survey of 12,128 adolescents.•7.5% of adolescents had purchased a vaping product in the past year.•Vape shops were the mostly ...commonly reported location for buying a vaping product.•Purchasing was more common by those who vape more frequently and by those of legal age.•A regulatory balance is needed to restrict access to nonsmokers while allowing access to smokers.
To examine the sources of vaping products reported by adolescents, and the characteristics of adolescents who reported purchasing a vaping product in the past year in the United States (US), Canada (CA), and England (EN).
Data were from the 2017 ITC Youth Tobacco and Vaping Survey, a web-based survey of 12,128 respondents aged 16–19 years recruited from commercial panels in the US, CA, and EN. Respondents who have vaped in the past 12 months were asked whether they had purchased a vaping product, and from where (vape shop, online, retail), as well as whether anyone refused to sell them a vaping product because of their age. Respondents who reported vaping in the past 30 days were asked where they had obtained their vaping product from a social and/or commercial source.
Only about 7.5% of respondents reported having purchased a vaping product in the past year. Among those who had vaped in the past year, 32.6% reported having purchased a vaping product in the past year. Purchasing prevalence was significantly higher among US respondents compared to those from CA and EN; purchase prevalence was also higher among Canadian adolescents than respondents from England. The most commonly reported purchase location for vaping products in all counties was vape shops. Among past 30-day vapers, 42.5% reported getting their vaping products only from social sources, 41.4% only from commercial sources, and 13.4% from both types of sources. Purchasing a vaping product in the past year was associated with being male, of legal age to buy tobacco and vaping products, and greater frequency of smoking and vaping in the past 30 days.
Most adolescents have not purchased a vaping product, but among those who had, vape shops were the mostly commonly reported location for buying a vaping product. Purchasing of a vape product was more commonly reported by those who vape more frequently and by those of legal age to buy a vaping product.
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