It`s Not What You Say, It`s How You Say It
... communication has found that different forms of evidence in public health risk messages are more or less effective in changing behavior depending on individual recipient characteristics (de Wit, Das & Vet, 2008; Reinard, 1988; Slater & Rouner, 1996). The present research investigated the effectivene ...
... communication has found that different forms of evidence in public health risk messages are more or less effective in changing behavior depending on individual recipient characteristics (de Wit, Das & Vet, 2008; Reinard, 1988; Slater & Rouner, 1996). The present research investigated the effectivene ...
CONSUMER MOTIVATION IN A TOURISM CONTEXT
... was undertaken as experimental research based on attitudes toward brands within a product category, but by 1972 it is described as consumer value and perception based (Haley 1961 cited in Haley 1971). While benefit segmentation has been applied to many other markets and studies particularly from the ...
... was undertaken as experimental research based on attitudes toward brands within a product category, but by 1972 it is described as consumer value and perception based (Haley 1961 cited in Haley 1971). While benefit segmentation has been applied to many other markets and studies particularly from the ...
What Influences the Relationship Between Customer Satisfaction
... Loyal customers tend to make more repurchase of the same brand. Such a consistent repurchase behavior will form an experiential knowledge related to a specific brand so that loyal consumers are likely to rely increasingly on the brand’s or the service provider’s trust expectations (Singh & Sirdeshmu ...
... Loyal customers tend to make more repurchase of the same brand. Such a consistent repurchase behavior will form an experiential knowledge related to a specific brand so that loyal consumers are likely to rely increasingly on the brand’s or the service provider’s trust expectations (Singh & Sirdeshmu ...
effects of personal traits on generation y consumers` attitudes
... studied young consumers’ motives for using short message services (SMS) and found that convenience and economical benefits significantly influenced SMS usage frequency. In addition, Nysveen et al. (2005a, 2005b) showed that perceived enjoyment, perceived usefulness, and perceived expressiveness had ...
... studied young consumers’ motives for using short message services (SMS) and found that convenience and economical benefits significantly influenced SMS usage frequency. In addition, Nysveen et al. (2005a, 2005b) showed that perceived enjoyment, perceived usefulness, and perceived expressiveness had ...
PPT chapter 04 - McGraw Hill Higher Education
... information catching rather than active information seeking. consumers do not compare the message with previously acquired beliefs, needs or past experiences. the consumer’s perceptual defenses are reduced or absent advertising results in subtle changes to consumers’ knowledge structure. ...
... information catching rather than active information seeking. consumers do not compare the message with previously acquired beliefs, needs or past experiences. the consumer’s perceptual defenses are reduced or absent advertising results in subtle changes to consumers’ knowledge structure. ...
The True Meaning of Subliminal Advertising: Is it Really Effective
... advertising to The Judas Priest trial. This trial as about two teenagers who supposedly had these terrible lives and one day they were listening to a song by The Judas Priest while drinking beer and decided to shoot themselves in the head with a shotgun. The Judas Priest had various songs that encou ...
... advertising to The Judas Priest trial. This trial as about two teenagers who supposedly had these terrible lives and one day they were listening to a song by The Judas Priest while drinking beer and decided to shoot themselves in the head with a shotgun. The Judas Priest had various songs that encou ...
School of Business, Economics and Communication
... is an expert the more persuasive he or she is, and this can cause more purchasing intentions. On the other hand, Hovland et al (1953) and Ohanian (1991) asserted being an expert is not enough to influence purchasing intentions, but what really matters is how people or target consumers perceive the c ...
... is an expert the more persuasive he or she is, and this can cause more purchasing intentions. On the other hand, Hovland et al (1953) and Ohanian (1991) asserted being an expert is not enough to influence purchasing intentions, but what really matters is how people or target consumers perceive the c ...
attitudes toward mobile advertising
... information technology research and advisory company, mobile web display, inapp display and search/maps are the three types of mobile advertising that have the highest revenue. In addition, Mobithinking (2013) predicts that the revenue of these types will continue to grow in the future. Due to a lac ...
... information technology research and advisory company, mobile web display, inapp display and search/maps are the three types of mobile advertising that have the highest revenue. In addition, Mobithinking (2013) predicts that the revenue of these types will continue to grow in the future. Due to a lac ...
Tilburg University How consumers trade off behavioural costs and
... way that the amount of overlap between the mental (attitude) and the corresponding behavioural level (act) is minimised. In this way, as soon as an aspect of the context changes, the attitude may not be relevant any more. The generality, stability and the enduring character of the attitude concept i ...
... way that the amount of overlap between the mental (attitude) and the corresponding behavioural level (act) is minimised. In this way, as soon as an aspect of the context changes, the attitude may not be relevant any more. The generality, stability and the enduring character of the attitude concept i ...
The Efficacy Of Online Advertising Modalities
... advertising and marketing has transformed into a multi billion-dollar industry. Nowadays, it is very likely that a company’s success is dependent on the effectiveness of its online marketing strategy. When developing an advertising plan, companies must decide what their unique advertising needs are ...
... advertising and marketing has transformed into a multi billion-dollar industry. Nowadays, it is very likely that a company’s success is dependent on the effectiveness of its online marketing strategy. When developing an advertising plan, companies must decide what their unique advertising needs are ...
Changes In Attitudes Toward The Act Of Complaining In A
... Consumers can express their dissatisfaction not only to the retailer or manufacturer, but also to friends, relatives, and third parties. CCB responses include taking no action, seeking redress directly from the firm (i.e., a refund, exchange, or apology, etc.), engaging in negative word-of-mouth (i. ...
... Consumers can express their dissatisfaction not only to the retailer or manufacturer, but also to friends, relatives, and third parties. CCB responses include taking no action, seeking redress directly from the firm (i.e., a refund, exchange, or apology, etc.), engaging in negative word-of-mouth (i. ...
An Empirical Study of the Factors influencing Consumer Behaviour
... One of the current fundamental assumptions in conis a well-developed and tested model of buyer behavsumer behaviour research is that individuals often puriour and is summarised in the diagram below (see fig. chase products for their subjectively perceived values 1.). The black box model shows how st ...
... One of the current fundamental assumptions in conis a well-developed and tested model of buyer behavsumer behaviour research is that individuals often puriour and is summarised in the diagram below (see fig. chase products for their subjectively perceived values 1.). The black box model shows how st ...
An Economic Approach to the Regulation of Direct Marketing
... increased rapidly. More recently, new electronic media for communications have developed, such as fax, e-mail, and instant messaging, and new personal communications devices have appeared, such as wireless phones and e-mail devices, which have made communications easier, cheaper, and more immediate. ...
... increased rapidly. More recently, new electronic media for communications have developed, such as fax, e-mail, and instant messaging, and new personal communications devices have appeared, such as wireless phones and e-mail devices, which have made communications easier, cheaper, and more immediate. ...
Cause-Related Marketing
... CSR has gained such currency in the business world that it has become an industry in itself, with full-time staff, websites, newsletters, professional associations, and massed armies of consultants. According to “The State of Corporate Citizenship in the U.S.: A View from Inside,” a 2004 survey cond ...
... CSR has gained such currency in the business world that it has become an industry in itself, with full-time staff, websites, newsletters, professional associations, and massed armies of consultants. According to “The State of Corporate Citizenship in the U.S.: A View from Inside,” a 2004 survey cond ...
consumer behaviour induced by product nationality: the evolution of
... of the broader conceptual and empirical work in the field of inquiry on product nationality. However, CO perceptions and country norms are based on different processing mechanisms, so these constructs should be considered separately. While both streams of the literature have offered important strate ...
... of the broader conceptual and empirical work in the field of inquiry on product nationality. However, CO perceptions and country norms are based on different processing mechanisms, so these constructs should be considered separately. While both streams of the literature have offered important strate ...
Leveraging Sponsorships on the Internet
... (e.g., Fry, 2006; Parry, 2005) literatures when reference is made to marketing communications intended to capitalize on sponsorship investments. In the practitioner literature, however, there appears to be a greater emphasis on activational communications being a subset of leverage communications (e ...
... (e.g., Fry, 2006; Parry, 2005) literatures when reference is made to marketing communications intended to capitalize on sponsorship investments. In the practitioner literature, however, there appears to be a greater emphasis on activational communications being a subset of leverage communications (e ...
Advertising
... Evaluating the Effectiveness and Return on Advertising Investment Return on advertising investment The net return on advertising investment divided by the costs of the advertising ...
... Evaluating the Effectiveness and Return on Advertising Investment Return on advertising investment The net return on advertising investment divided by the costs of the advertising ...
Evaluating The Effectiveness of Elements of Integrated Marketing
... the fact that IMC programs consist of a variety of communication tools and measuring the interactive effects of all of these elements has proven to be extremely difficult. The measurement of the effects of IMC has not been ignored as attention has been given to the problem, with various approaches ...
... the fact that IMC programs consist of a variety of communication tools and measuring the interactive effects of all of these elements has proven to be extremely difficult. The measurement of the effects of IMC has not been ignored as attention has been given to the problem, with various approaches ...
a better advertising planning grid
... arbitrarily. And, along the involvement dimension within low and high, some products are more involving than others. Maclnnis and Jaworski (1988) have criticized involvement continuum models for their failure to specify when consumer decision-making changes from being low involvement to high involve ...
... arbitrarily. And, along the involvement dimension within low and high, some products are more involving than others. Maclnnis and Jaworski (1988) have criticized involvement continuum models for their failure to specify when consumer decision-making changes from being low involvement to high involve ...
Consumer Psychology Marketing Overview: An Influence
... asymmetric campaigns. The business world is a potentially valuable and underutilized context in which to study how influence tools could be used to help CF operations. What can we learn from the tactics used by marketers and advertisers? How is knowledge and usage of consumer psychology exploited? W ...
... asymmetric campaigns. The business world is a potentially valuable and underutilized context in which to study how influence tools could be used to help CF operations. What can we learn from the tactics used by marketers and advertisers? How is knowledge and usage of consumer psychology exploited? W ...
AN EVALUATION OF PROMOTIONAL PRACTICES FOR PRIVATE
... The study was conducted to evaluate the promotional practice of private colleges in the case of CPU and Addis Ababa Medical colleges. A descriptive case study was employed to achieve the goal of this research. Two management officials and 71 students which are total of 73 participants were involved ...
... The study was conducted to evaluate the promotional practice of private colleges in the case of CPU and Addis Ababa Medical colleges. A descriptive case study was employed to achieve the goal of this research. Two management officials and 71 students which are total of 73 participants were involved ...
i. appeals and execution styles
... various creative appeals and execution styles that can be used by advertisers. An interesting way of beginning the lecture on creative strategy is to ask the students to name the TV commercial or print ad they would rate as the "most outstanding" one they have seen lately. You might then ask them ho ...
... various creative appeals and execution styles that can be used by advertisers. An interesting way of beginning the lecture on creative strategy is to ask the students to name the TV commercial or print ad they would rate as the "most outstanding" one they have seen lately. You might then ask them ho ...
How captive is your audience? Defining overall advertising
... involvement entails (Day, Stafford, & Camacho, 1995). Several types of involvement can be found: situational (Celsi & Olson, 1988); productrelated (Zaichkowsky, 1994); enduring (Lumpkin, 1985); message (Lord & Burnkrant, 1993); purchase (Slama & Tashchian, 1985); and program (Levy & Nebenzahl, 2006) ...
... involvement entails (Day, Stafford, & Camacho, 1995). Several types of involvement can be found: situational (Celsi & Olson, 1988); productrelated (Zaichkowsky, 1994); enduring (Lumpkin, 1985); message (Lord & Burnkrant, 1993); purchase (Slama & Tashchian, 1985); and program (Levy & Nebenzahl, 2006) ...
Chapter 3 Consumer Behaviour and Target Audience Decisions
... Figure 3–1 shows that the first stage in the consumer decision-making process is need recognition, which occurs when the consumer perceives a need and becomes motivated to enter a decision-making process to resolve the felt need. Marketers are required to know the specific needs consumers are attemp ...
... Figure 3–1 shows that the first stage in the consumer decision-making process is need recognition, which occurs when the consumer perceives a need and becomes motivated to enter a decision-making process to resolve the felt need. Marketers are required to know the specific needs consumers are attemp ...
studies - International Journal of Communication
... This restores a state of cognitive consistency. Therefore, explicit attitudes are overtly expressed judgments that are dependent on an individual’s willingness to express the content of her thinking. A negative gut feeling toward a member of a specific social group may get automatically evoked when ...
... This restores a state of cognitive consistency. Therefore, explicit attitudes are overtly expressed judgments that are dependent on an individual’s willingness to express the content of her thinking. A negative gut feeling toward a member of a specific social group may get automatically evoked when ...