The effective dissemination of ads information can stimulate consumers’ desire to purchase sports products/services. In return, the purchases by consumers reflect the effectiveness of media ...dissemination of sports ads. Currently, there is not yet an index system or evaluation model for accurate evaluation of sports ads value. The relevant research of ads value is detached from consumers’ willingness to buy and purchases. Therefore, this paper presents a novel sports ads value evaluation method based on consumer psychology. Firstly, a reasonable evaluation index system (EIS) was established, and the index data were processed by principal component analysis (PCA) based on consumer psychology. Next, Schwartz-Moon model was extended into a sports ads value evaluation model in the light of consumer psychology and applied to evaluate sports ads value through numerical simulation. Our model and EIS were proved effective through experiments.
Older People in Advertising Eisend, Martin
Journal of advertising,
07/2022, Volume:
51, Issue:
3
Journal Article
Peer reviewed
Open access
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.
The sheer magnitude of product returns should give anyone interested in retailing pause: in 2018, out of $3,688 billion in total retail sales, $369 billion—roughly 10%!—were returned to retailers ...post-purchase (National Retail Federation 2018). Other firms, such as Zappos, Nordstrom, and Patagonia, allow for traditional customer-initiated returns, but have gone to great lengths to make returns easy—even encouraging returns—under the assumption that this engenders brand loyalty and repeat business. Ultimately, these might serve to improve the performance of return forecasting models, illuminate optimal go-to-market strategies and distribution processes in the evolving, technology oriented marketplace that characterizes retailing today.Returns and the Customer Journey That marketers might benefit from articulating the steps that take a potential customer from initial motivation through purchase and beyond, is an old idea in the midst of a renaissance. Journey models vary in their particulars, but nearly all are anchored in a purchase decision as the nexus of the model: purchase is the destination, and anything that comes after is considered relevant only to the extent that it leads to another purchase, either from that customer or, via word of mouth, from other customers.
Consumer spending on organic food products has grown rapidly. Some claim that organics have ecological, equity, and health advantages over conventional food and therefore should be subsidized. Here ...we explore the distributive impacts of an organic fruit subsidy that reduces the retail price of organic fruit in the US by 10 percent. We estimate the impact of the subsidy on organic fruit demand in a representative poor, middle income, and rich US household using three analytical methods; including two econometric and one machine learning. We do not find strong evidence of regressive redistribution due to our simulated organic fruit subsidy; the poor household's relative reaction to the subsidy is not much different than the reaction at the other two households. However, the infra-marginal savings from the subsidy tend to be larger in richer households.
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.
Purpose
Consumer demand for authentic brands is steadily rising. With increased pressure to accommodate this demand, researchers and marketers seek to understand how to influence a brand’s perceived ...authenticity. The purpose of this paper is to build a link between previous research on authenticity and thus gain a deeper understanding of the influencing factors of brand authenticity and its consumer outcomes.
Design/methodology/approach
Building on an extensive literature review, the authors identify various antecedents of brand authenticity that are closely connected with the brand’s past, its virtuousness, consumers’ self-identification with the brand perceiver’s own self and individuals representing the brand, as well as relational outcomes as consequences of a brand’s perceived authenticity. As brand authenticity is a subjective construct, the authors include brand involvement to test for moderator effects. For data collection, they conduct an online survey that generates 509 datasets. To test the hypotheses, the authors use structural equation modeling.
Findings
The results demonstrate that brand authenticity can be influenced by the identified variables (i.e. brand heritage, brand nostalgia, brand commercialization, brand clarity, brand’s social commitment, brand legitimacy, actual self-congruence and employee’s passion). Moreover, brand authenticity positively affects brand relationship quality, which in turn positively influences consumers’ behavioral intentions. The analyzed relationships do not vary due to consumer-specific characteristics (i.e. brand involvement).
Originality/value
In sum, the results regarding the antecedents of brand authenticity demonstrate that a company can influence brand authenticity through different approaches, and that it is therefore important to analyze which of the identified antecedents brand management should manipulate to positively impact the perception of the brand’s authenticity. In addition, the findings confirm the positive consequences on consumer behavior ascribed to the authenticity concept by marketing literature.
Display omitted
•Willingness to eat insects depends on the species and their end products/dishes.•Metamorphological life-stage effect: adults are preferred to larvae.•Consumer acceptability was ...increased when insect visibility was decreased.•Males are more likely than females to eat insects for taste reasons.•Insect eating is associated with adventurous, interested, daring and wild emotions.
Studies on consumers’ perceptions towards entomophagy have recently gained popularity. However, the use of the general term “insect” represents a limitation of previous research, due to the need for more precise terminology. This study assessed attitudes towards specific insects, their gastronomic preparations, their relationships with human factors and the characteristics of insects as a food source. Using a survey, socio-demographics, personality traits, willingness to eat (WTE) six edible insects and their relative insect-based products or dishes (IBPD) and the emotions associated with entomophagy were collected from 400 Italians. Compared with females, males were found to be more positive towards insects, less influenced by the species and level of processing of insects and more willing to eat insects for reasons of taste. Eating insects evoked adventurous, daring and wild emotions, while disgust and food neophobia represented the main factors in refusal to eat insects. WTE was: crickets > bee larvae and grasshoppers > mealworms and silkworms > giant water bugs. A similar result was obtained considering the respective IBPD. On average, adult insects were preferred over larvae. Three subject groups, namely “In favour of eating insects” (41%), “Picky towards eating insects” (32%) and “Against eating insects” (27%) were found. A sensory evaluation performed on three cricket-based samples with 52 Italians revealed that a low level of insect visibility was preferred.
This study gives new insights into the variables related to the acceptance of entomophagy by determining the characteristics of a potential consumer and of a probable insect product for the market.
This study investigates the evolving role of sustainability as a catalyst for consumer behavior. This article aims to provide a clear comprehending of the concept of sustainability, elucidate its ...practical applications, and explore how these principles can be effectively integrated into both traditional business models and the realm of e-commerce. It underscores how sustainable initiatives are influencing immediate buying choices and molding brand perceptions, consequently affecting long-term performance. Drawing upon authoritative sources like the United Nations, IBM, World Economic Forum, and the Boston Consulting Group, it furnishes a holistic grasp of brand sustainability and its wide-ranging consequences. The study discerns sustainability as an increasingly influential factor in consumer decision-making, molding instantaneous purchasing judgments and brand outlooks, with far-reaching effects on overall business success. The results of the research reveal that sustainability manifests uniquely for each brand, offering numerous avenues for conventional businesses and e-commerse to incorporate sustainability into their strategic frameworks. Brands responding agilely to sustainability will likely see better financial results. By investing strategically, disseminating initiatives effectively, and measuring their impact, sustainability can become a potent source of lasting competitive advantage.
Food prices have increased significantly in Hungary over the past year due to rising inflation. Price changes are crucial in shaping consumer behaviour and purchasing decisions. Supply chain ...disruptions, rising energy prices and extreme weather conditions have also had an adverse impact on prices. Another factor in the unfavourable situation was the distorting effect of the "price cap" (a government-imposed ceiling on the price of certain products) applied in Hungary. Based on an extensive and representative survey conducted during the autumn of 2022, this study presents the examination of trends in the food purchasing habits of the above 18 years of age population of a county of Hungary. The findings have confirmed a decrease in both supermarket visits and the level of consumption of fresh products including vegetables, fruits, dairy products, and baked goods due to high inflation and rising food costs. Additionally, there has been a noticeable shift towards shopping at discount supermarkets, accompanied by a decline in both bulk and small purchases. As spending on food has increased by over 40%, consumers are increasingly mindful of their spending.
While there has been much speculation on how the pandemic has affected work location patterns and home location choices, there is sparse evidence regarding the impacts that COVID-19 has had on ...amenity visits in American cities, which typically constitute over half of all urban trips. Using aggregate app-based GPS positioning data from smartphone users, this study traces the changes in amenity visits in Somerville, MA from January 2019 to December 2020, describing how visits to particular types of amenities have changed as a result of business closures during the public health emergency. Has the pandemic fundamentally shifted amenity-oriented travel behavior or is consumer behavior returning to pre-pandemic trends? To address this question, we calibrate discrete choice models that are suited to Census block-group level analysis for each of the 24 months in a two-year period, and use them to analyze how visitors' behavioral responses to various attributes of amenity clusters have shifted during different phases of the pandemic. Our findings suggest that in the first few months of the pandemic, amenity-visiting preferences significantly diverged from expected patterns. Even though overall trip volumes remained far below normal levels throughout the remainder of the year, preferences towards specific cluster attributes mostly returned to expected levels by September 2020. We also construct two scenarios to explore the implications of another shutdown and a full reopening, based on November 2020 consumer behavior. While government restrictions have played an important role in reducing visits to amenity clusters, our results imply that cautionary consumer behavior has played an important role as well, suggesting a likely long and slow path to economic recovery. By drawing on mobile phone location data and behavioral modeling, this paper offers timely insights to help decision-makers understand how this unprecedented health emergency is affecting amenity-related trips and where the greatest needs for intervention and support may exist.
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