Advertisers` Theories of Consumers: Why Use Negative Emotions to
... some studies pointing to its effectiveness and others suggesting the opposite (for a review and meta-analysis, see Brown, Homer and Inman, 1998). Although Bagozzi, Gopinath and Nyer (1999) propose a framework that explains how emotions can function as causes, effects, mediators and moderators in mar ...
... some studies pointing to its effectiveness and others suggesting the opposite (for a review and meta-analysis, see Brown, Homer and Inman, 1998). Although Bagozzi, Gopinath and Nyer (1999) propose a framework that explains how emotions can function as causes, effects, mediators and moderators in mar ...
relative influence of reference groups
... of the individual’s social domain. Parents, teachers and peers are representative of normative referents who provide the individual with norms, attitudes and values through direct interaction. Comparative referents, such as sports heroes and entertainment figures, provide standards of achievement to ...
... of the individual’s social domain. Parents, teachers and peers are representative of normative referents who provide the individual with norms, attitudes and values through direct interaction. Comparative referents, such as sports heroes and entertainment figures, provide standards of achievement to ...
CONSUMER MOTIVATIONS TO PARTICPATE IN MARKETING
... As the term event marketing has been used in the past to describe a multitude of phenomena in marketing practice (Cornwell 1995), the event-marketing concept in the context of this paper needs to be briefly introduced first. Event-marketing as an experiential marketing communication strategy first e ...
... As the term event marketing has been used in the past to describe a multitude of phenomena in marketing practice (Cornwell 1995), the event-marketing concept in the context of this paper needs to be briefly introduced first. Event-marketing as an experiential marketing communication strategy first e ...
How does marketing become viral?
... The purpose of viral advertising is to influence consumers through intriguing content or various marketing tools such as viral videos, guerrilla campaigns, and community websites to start up people’s positive conversation about products depending on the type of strategy (Ferguson, 2008; Cruz and Fil ...
... The purpose of viral advertising is to influence consumers through intriguing content or various marketing tools such as viral videos, guerrilla campaigns, and community websites to start up people’s positive conversation about products depending on the type of strategy (Ferguson, 2008; Cruz and Fil ...
studying consumer behavior
... The field of consumer behavior is rooted in the marketing concept, a business orientation that evolved in the 1950s through several alternative approaches toward doing business referred to respectively as the production concept, the product concept, and the selling concept. The production concept as ...
... The field of consumer behavior is rooted in the marketing concept, a business orientation that evolved in the 1950s through several alternative approaches toward doing business referred to respectively as the production concept, the product concept, and the selling concept. The production concept as ...
IOSR Journal of Business and Management (IOSR-JBM)
... or listeners) to continue or take some new action. Most commonly, the desired result is to drive consumer behavior with respect to a commercial offering, although political and ideological advertising is also common. The purpose of advertising may also be to reassure employees or shareholders that a ...
... or listeners) to continue or take some new action. Most commonly, the desired result is to drive consumer behavior with respect to a commercial offering, although political and ideological advertising is also common. The purpose of advertising may also be to reassure employees or shareholders that a ...
Understanding Customers (Marketing)
... The logic of such a situation is that there is likely to be little significant difference between many competing products within a market. It seems likely that future marketing efforts will focus increasingly on aspects of customer care as a way of creating a differential between products, as sugges ...
... The logic of such a situation is that there is likely to be little significant difference between many competing products within a market. It seems likely that future marketing efforts will focus increasingly on aspects of customer care as a way of creating a differential between products, as sugges ...
module #2 midterm exam pool items
... 5. Which of the following is any unit of input affecting one or more of the five senses: sight, smell, taste, touch, and hearing? a. Tactic b. Need c. Stimulus d. Want e. Desire ANS: C Stimuli can be either internal, such as occurrences you experience, or external, which are influences from an outsi ...
... 5. Which of the following is any unit of input affecting one or more of the five senses: sight, smell, taste, touch, and hearing? a. Tactic b. Need c. Stimulus d. Want e. Desire ANS: C Stimuli can be either internal, such as occurrences you experience, or external, which are influences from an outsi ...
Consumer behavior, 2013-‐2014
... • People are motivated to behave, process information or engage in effortful decision making about things that they feel are personally relevant, and they will experience considerable involvement when buying, u ...
... • People are motivated to behave, process information or engage in effortful decision making about things that they feel are personally relevant, and they will experience considerable involvement when buying, u ...
Chapter Overview
... Fear appeals—are used to create anxiety in the audience and arouse individuals to take action. Fear can stress negative consequences that may occur if behavior is not altered such as ads that warn people not to smoke or drink and drive. Fear can also be used through the threat of social disapproval ...
... Fear appeals—are used to create anxiety in the audience and arouse individuals to take action. Fear can stress negative consequences that may occur if behavior is not altered such as ads that warn people not to smoke or drink and drive. Fear can also be used through the threat of social disapproval ...
A Study of Social Media Advertising and Brand Image toward
... consumers may be highly dependent upon their interests in online stores, whereby online shopping would play a role in affecting consumer purchase intentions. From Yang’s study (1996), the findings indicate that convenience, time saving and the innovativeness of online shopping plays a significant ro ...
... consumers may be highly dependent upon their interests in online stores, whereby online shopping would play a role in affecting consumer purchase intentions. From Yang’s study (1996), the findings indicate that convenience, time saving and the innovativeness of online shopping plays a significant ro ...
“Coke.” Just after shooting this scene, the producers of Flipper
... Depth or Level of Comprehension. Comprehension processes (and the meanings they produce) also vary in level or depth (see Exhibit 5.3). Shallow comprehension processes create cognitive representations of the more concrete, physical features of the stimulus (such as concrete attributes). Deeper compr ...
... Depth or Level of Comprehension. Comprehension processes (and the meanings they produce) also vary in level or depth (see Exhibit 5.3). Shallow comprehension processes create cognitive representations of the more concrete, physical features of the stimulus (such as concrete attributes). Deeper compr ...
Expectancy Confirmation as a Moderator of Subjective Attitudinal
... Priester & Petty, 1996) or “potential” ambivalence (e.g., Newby-Clark et al., 2002) can be computed as a function of the extent to which participants report values on each of the unipolar measures that are both similar and extreme. Several methods exist for computing ambivalence in this manner, and ...
... Priester & Petty, 1996) or “potential” ambivalence (e.g., Newby-Clark et al., 2002) can be computed as a function of the extent to which participants report values on each of the unipolar measures that are both similar and extreme. Several methods exist for computing ambivalence in this manner, and ...
08_chapter 3
... the Second World War. The sellers’ market has disappeared and buyers’ market has come up. This led to paradigm shift of the manufacturer‘s attention from product to consumer and specially focused on the consumer behaviour. The evaluation of marketing concept from mere selling concept to consumer-ori ...
... the Second World War. The sellers’ market has disappeared and buyers’ market has come up. This led to paradigm shift of the manufacturer‘s attention from product to consumer and specially focused on the consumer behaviour. The evaluation of marketing concept from mere selling concept to consumer-ori ...
“Coke.” Just after shooting this scene, the producers of Flipper
... Depth or Level of Comprehension. Comprehension processes (and the meanings they produce) also vary in level or depth (see Exhibit 5.3). Shallow comprehension processes create cognitive representations of the more concrete, physical features of the stimulus (such as concrete attributes). Deeper compr ...
... Depth or Level of Comprehension. Comprehension processes (and the meanings they produce) also vary in level or depth (see Exhibit 5.3). Shallow comprehension processes create cognitive representations of the more concrete, physical features of the stimulus (such as concrete attributes). Deeper compr ...
Effective Communications
... Aim: depositors are kept informed as to how their collections are being used and why they are valued. This generates trust and supports long-term relationships as well as new offers of material. It also provides an important route for gathering collection information. Potential depositors may be mor ...
... Aim: depositors are kept informed as to how their collections are being used and why they are valued. This generates trust and supports long-term relationships as well as new offers of material. It also provides an important route for gathering collection information. Potential depositors may be mor ...
9 Groups, norms, and conformity What`s it about?
... Pluralistic ignorance and health risk behavior Pluralistic ignorance may contribute to social and health-related problems, like drinking, risky sexual behaviors, and illegal drug use. In order to prevent this from happening, people should become aware of what others are really thinking. ...
... Pluralistic ignorance and health risk behavior Pluralistic ignorance may contribute to social and health-related problems, like drinking, risky sexual behaviors, and illegal drug use. In order to prevent this from happening, people should become aware of what others are really thinking. ...
investigating the effect of rational and emotional advertising appeals
... This study contributes in the existing literature by providing a comprehensive framework for assessing the effect of advertising appeals on attitude towards advertising and consequently, brand attitude. In fact, this study is one of very few studies which have investigated the relationships among va ...
... This study contributes in the existing literature by providing a comprehensive framework for assessing the effect of advertising appeals on attitude towards advertising and consequently, brand attitude. In fact, this study is one of very few studies which have investigated the relationships among va ...
Impact of IT on Business: eWOM and the Three W`s (Who, Why and
... and/or services, trust in traditional advertisements has decrease drastically and many firms are looking for alternative strategies to promote their brands/products/services. Instead of spending money to advertise on the web, (Rowley, 2001) recommended that firms should try to create and organize a ...
... and/or services, trust in traditional advertisements has decrease drastically and many firms are looking for alternative strategies to promote their brands/products/services. Instead of spending money to advertise on the web, (Rowley, 2001) recommended that firms should try to create and organize a ...
Are ``implicit`` attitudes unconscious?
... awareness of the causes of their attitudes. Research on the mere exposure effect (Zajonc, 1968), for example, has repeatedly shown that prior exposure to an object can enhance self-reported liking of that object (for a meta-analysis, see Bornstein, 1989). Most importantly, participants in these studi ...
... awareness of the causes of their attitudes. Research on the mere exposure effect (Zajonc, 1968), for example, has repeatedly shown that prior exposure to an object can enhance self-reported liking of that object (for a meta-analysis, see Bornstein, 1989). Most importantly, participants in these studi ...
Electronic word of mouth effects on consumers` brand attitudes
... Attitudes are a critical psychological construct due to their ability in anticipating and influencing behavior (Kraus, 1995). The power of attitude is reflected in its cognitive responses, which refer to conscious beliefs or opinions, and affective responses, which are derived from emotions and feel ...
... Attitudes are a critical psychological construct due to their ability in anticipating and influencing behavior (Kraus, 1995). The power of attitude is reflected in its cognitive responses, which refer to conscious beliefs or opinions, and affective responses, which are derived from emotions and feel ...
The Effect of Corporate Societal Marketing on Consumer
... perceived fit and existing brand attitude, CRM can generate a more positive attitude to the strategy. Again, when controlling for perceived fit, CRM can generate a more favourable change in brand attitude than the other two strategies examined. The importance of perceived fit as well as existing bra ...
... perceived fit and existing brand attitude, CRM can generate a more positive attitude to the strategy. Again, when controlling for perceived fit, CRM can generate a more favourable change in brand attitude than the other two strategies examined. The importance of perceived fit as well as existing bra ...
Manifesto for E-mail Marketers: Consumers Demand Relevance
... relationship with the organization. Such service-oriented transactional messages offer marketers the opportunity to further embellish the service content with offers or ad inventory. • Follow-up messages: Overall, 43 percent expressed an interest in messages that follow up on a recent service exper ...
... relationship with the organization. Such service-oriented transactional messages offer marketers the opportunity to further embellish the service content with offers or ad inventory. • Follow-up messages: Overall, 43 percent expressed an interest in messages that follow up on a recent service exper ...
The Dynamics of Ambivalence: Evaluative Conflict in Attitudes and
... Ambivalence and dissonance undoubtedly share characteristics in the sense that both concern evaluative incongruence between cognitions. In fact Festinger’s (1964) definition of dissonance applies to all kinds of situations where two cognitions are in conflict with one another, thus including ambival ...
... Ambivalence and dissonance undoubtedly share characteristics in the sense that both concern evaluative incongruence between cognitions. In fact Festinger’s (1964) definition of dissonance applies to all kinds of situations where two cognitions are in conflict with one another, thus including ambival ...
Chapter 1
... Discuss how a company introducing an innovative new product might use the innovation adoption model in planning its integrated marketing communications program. ...
... Discuss how a company introducing an innovative new product might use the innovation adoption model in planning its integrated marketing communications program. ...