Ad Attitudes Research Articles

The impact of skippable advertising on advertising avoidance intention in China

PurposeSkippable video advertising offers users the option to skip directly to their desired video content after viewing a limited amount of advertising and is becoming a format increasingly preferred by advertisers. This study constructed a mediator model based on advertising attitude to examine the influence of users' perceived control and perceived intrusiveness on brand attitude and advertising avoidance intention in skippable video ads.Design/methodology/approachThe study considered the structural equation model using a self-reporting measure method. The research model was tested using a sample of 302 respondents.FindingsThe results showed that perceived control positively affected ad and brand attitude and negatively affected advertising avoidance intention. Perceived intrusiveness negatively affected attitudes toward the advertising and the brand but positively affected advertising avoidance intention. Ad attitude and brand attitude had no significant influence on advertising avoidance intention. The results also confirmed that ad attitude mediates the path from perceived control and intrusiveness to brand attitude.Originality/valueThis study further enriches the theoretical development of skippable video ads and expands the perspective and scope of interactive advertising research.

CONSUMER’S RESPONSE TO FEAR APPEALS AND THEIR EFFECTIVENESS IN ADVERTISING: CROSS-CULTURE COMPARISON OF FINNISH AND PAKISTANI CONSUMER’S ATTITUDE TOWARDS THREAT APPEALS

Fears appeals are widely used by marketers to change consumer attitudes and behavior across different categories. The effectiveness of fear appeals may vary across different cultures and product categories. This research undertakes how culture influences consumer response to fear appeals of high-involvement products such as an automobile between Pakistani and Finnish Consumers. Educating people on road safety and car manufacturers using fear-based messages to elicit efficacy and fear among individuals is important. This research paper examines the effects of fear-based messages on consumers’ product attitude, Ad attitude, and buying intentions in the automobile industry across Finland and Pakistan. Both countries vary significantly in cultural orientation-Feminism vs Masculinity. The study uses a 2x2-independent group’s factorial design showing two levels of fear- Low-High. A total of 120 participants were recruited from both countries, 60 from each country diving into four sub-groups. Two-way ANOVA findings reveal a significant difference between the two groups regarding their feelings/emotions towards the fear-based message. However, empirical results indicate a non-significant impact of fear-based appeals on the two groups’ brand attitude, Ad attitude, and information-seeking and purchase intentions. The study has important implications for marketing professionals using fear-based messages under different cultural orientations a significant difference between the two groups.

Who and what messages are more suitable for health ads: the combined influence of endorsers and message framing on visual attention and ad effectiveness

PurposeThe author examined effects of endorser type and message framing on visual attention and ad effectiveness in health ads, including the moderator of involvement. This paper aims to discuss this issue.Design/methodology/approachAn experiment was conducted with a 2 (celebrity vs. expert) × 2 (positive vs. negative framing) between-subject factorial design. Eye-tracking measured visual attention and a questionnaire measured ad effectiveness and product involvement.FindingsExperimental data from 78 responses showed no vampire effect in the health advertisements. Celebrity endorsement with negative message framing received more attention and had less ad recall than that with positive message framing. Negative and positive message framing attracted the same amount of attention and ad recall in the expert endorsement condition. High involvement participants paid more attention to the ad message with the expert than that with the celebrity, but ad recall was not significantly increased. Low involvement participants exhibited the same attention to the ad message with the expert and with the celebrity, but had greater recall of the ad message with the expert. Visual attention to the endorser was associated with ad attitude but not with ad recall. Ad attitude impacted behavioral intention.Originality/valueStudies examining influences of celebrity and message framing on ad effectiveness have focused on the response to advertising stimuli, not the information process. The author provides empirical evidence of the viewers' information processing of endorsers and health messages, and its relationship with ad effectiveness. The study contributes to the literature by combining endorser and message framing in health ads to promote public health communication from the information processing perspective.

Effects of Ad Music Attitude on Ad Attitude, Brand Attitude, and Purchase Intention

The primary objective of this paper is to assess the effects of ad music attitude (Aam) on ad attitude (Aad), brand attitude (Ab), and purchase intention (PI). Further, this article intends to test the mediating role of Aad and Ab between Aam and PI. The bootstrap method in AMOS 20 was adopted to test the hypotheses. The finding indicates that Aam invokes Aad, which influences Ab, and in turn, invokes PI. The result suggests a hierarchical relationship between Aam, Aad, Ab, and PI. Subsequently, it supports the central hypothesis of the serial mediation role of Aad and Ab between Aam and PI. This research adds to the ad and marketing literature by empirically examining the relationship of Aam with Aad, Ab, and PI; proposes a multiple and serial mediation model to study the relationships. Knowing that attitudes (music, ad, and brand) can have a significant and positive relationship and can, in some cases, mediate each other allows advertisers a more efficient and effective way to advertise both traditionally and digitally to attain PI.

The power of creative advertising: creative ads impair recall and attitudes toward other ads

The purpose of the current research is to examine the effect of repetition upon recall and attitudes when a list of ads includes (vs. does not include) creative ads. We found significant context effects, as the presence of creative ads in a list decreased recall of, and attitudes towards, regular ads. The effects of repetition upon recall for regular ads decreased by 30% when those ads were shown alongside creative ads. When creative (vs. regular) ads were repeated, recall for non-repeated regular ads dropped by 70%. Furthermore, the current research found that regular ads were judged less favorably when a list of ads included creative ads. Overall, ad attitudes for the same regular ads were 10% lower when shown in the presence of creative ads. In order to avoid such impairment effects, the current research demonstrates why advertisers need to develop creative advertising.

Do advance directive attitudes and perceived susceptibility and end-of-life life-sustaining treatment preferences between patients with heart failure and cancer differ?

There is limited evidence on the relationships of preference for end-of-life life-sustaining treatments [LSTs] and diagnostic contexts like heart failure [HF] or cancer, and patient attitudes toward and perceived susceptibility to use advance directives [ADs]. Thus, this study aimed to compare attitudes and perceived susceptibility between HF patients and community-dwelling patients with cancer, and examine the associations of these variables with their preference for each LST (cardiopulmonary resuscitation [CPR], ventilation support, hemodialysis, and hospice care). Secondary data were obtained from 36 outpatients with HF (mean age, 65.44 years; male, 69.4%) and 107 cancer patients (mean age, 67.39 years; male, 32.7%). More patients with HF preferred CPR than cancer patients (41.7% and 15.9%, χ2 = 8.88, P = 0.003). Attitudes and perceived susceptibility were similar between the two diagnostic cohorts. HF patients and those with more positive attitudes had greater odds of preferring CPR (odds ratio [OR] = 3.02, confidence interval [CI] = 1.19, 7.70) and hospice care (OR = 1.14, CI = 1.06, 1.23), respectively. HF diagnosis and AD attitudes increased the preference for CPR and hospice care, respectively. This suggests that it is important to gain positive attitudes toward ADs and consider diagnostic context to facilitate informed decision-making for LSTs.

Consumers’ responses to mobile app advertisements during holiday periods

PurposeThis paper aims to investigate factors affecting the relationship between consumers’ brand trust and purchase intentions after exposure to targeted mobile app ads during holiday periods, including the mediating roles of consumers’ ad attitudes, different discount levels and their interactions; and the moderating roles of the anticipated gain (loss) (i.e. access to discounts) associated with mobile app usage (non-usage).Design/methodology/approachData were collected from 559 respondents who were randomly assigned to six groups based on a 2 (ad type: new, holiday-themed vs regular product) × 3 (promotion level: 0% vs 20% vs 40%) between-subjects design. Regression analysis and structural equation modeling techniques are used to test the hypothesized mediators and moderators.FindingsConsumers with high brand trust are likely to purchase both new and regular products. Consumers with low brand trust are most responsive to mobile app ads for regular products when offered a high discount. Ad attitudes across all discount rates and product types mediate the relationship between brand trust and purchase intentions; the anticipated gain associated with using a mobile app (i.e. access to discounts) moderates the effect of attitudes toward ads promoting regular products when a high discount is offered.Originality/valueTo the best of the author’s knowledge, this is one of the first studies to explore how interactions among important factors in contexts involving mobile apps and holiday promotions influence and mediate the relationship between brand trust and purchase intentions. This study also reveals an important boundary condition that moderates consumers’ responses to targeted mobile app ads in the context of holiday marketing.

You don’t fool me! Consumer perceptions of digital native advertising and banner advertising

ABSTRACTThis study investigates consumer perceptions of article-style native advertisements and banner advertisements, in terms of understanding the message intent, ad attitudes, and ad credibility. In addition, it examines the interrelationships of these constructs and their effects on the brand. Data retrieved from 303 respondents in an online experiment, analysed with partial least squares path modelling, show that, contrary to prior research, consumers actually evaluate banners more positively than article-style native ads, in terms of attitude and credibility. Banners also show a larger understanding of message intent. Ad attitude, ad credibility, and understanding of message intent significantly mediate the relations between ad type (banners versus article-style native ads) and brand effects. These results provide important insights for brand managers, ad agencies, and publishers that can increase the effectiveness of online advertising planning.

광고주목도, 콘텐츠 관여가 네트워크 광고에 대한 지각된 침입성 및 광고태도에 미치는 영향

네트워크 광고에 대한 주목 및 콘텐츠 관여도가 지각된 침입성 및 광고태도에 미치는 영향력을 실험을 통해 알아보았다. 실험결과, 첫째, 네트워크 광고 수량이 많은 것으로 지각하는 경우가 적은 수량으로 직각하는 경우보다 혼잡도를 더 크게 느끼는 것으로 나타났다. 둘째, 광고에 대한 주목도가 낮을수록 지각된 침입성이 높게 나타났다. 셋째, 광고 주목은 광고태도에 긍정적인 영향을 미치는 것으로 나타났다. 넷째 광고 주목이 낮고 콘텐츠 관여가 높은 경우 네트워크 광고에 대한 지각된 침입성이 크게 나타났다. 다섯째, 광고 주목이 높고 콘텐츠 관여가 높은 경우 광고 태도가 높게 나타났다.

A Convergence Study on the Structural Relationship between Sport Brand’s Advertisement Attributes, Ad Attitudes, Brand Images, and Purchase Intentions on Social Networking Site(SNS)

A Convergence Study on the Structural Relationship between Sport Brand’s Advertisement Attributes, Ad Attitudes, Brand Images, and Purchase Intentions on Social Networking Site(SNS)

How SNS Brand Personality Affect Mobile Native Ad Attitude

How SNS Brand Personality Affect Mobile Native Ad Attitude

The Effect of Advertising Content Creativity on Desire to Postpone Cognitive Closure and Ad Attitude - Focusing on the Mediating Effect of Disfluency

The Effect of Advertising Content Creativity on Desire to Postpone Cognitive Closure and Ad Attitude - Focusing on the Mediating Effect of Disfluency

Online training improves paramedics' knowledge of autonomic dysreflexia management guidelines.

Single-group pre-/post-test with 3- and 6-month follow-ups. To test the effects of the 'ABCs of AD' educational module on immediate and longer-term changes in paramedics' knowledge and beliefs about using the autonomic dysreflexia clinical practice guidelines (AD-CPGs). Canada. A total of 119 paramedics completed an AD knowledge test and measures of attitudes, perceived control, self-efficacy, social pressure from patients and health-care professionals, and intentions to use the AD-CPGs before and 1 week, 3 months and 6 months after viewing 'ABCs of AD'. There were significant improvements in AD knowledge, attitudes and social pressure from patients to use the AD-CPGs from baseline to 1 week, 3 months and 6 months post viewing (all P<0.001). Self-efficacy and intentions increased 1 week post viewing (P<0.001), but returned to baseline levels at 3 and 6 months (P>0.05). There was no change in perceived control or social pressure from health-care professionals. AD knowledge and beliefs explained 50-61% of the variance in intentions to use the AD-CPGs. Attitudes, social pressure from patients and perceived behavioural control were significant unique predictors of intentions at all time points (P<0.05); AD knowledge was a significant predictor at 6 months only (P=0.048). No other predictors were significant. 'ABCs of AD' has immediate and sustained effects on paramedics' knowledge of attitudes toward and perceived pressure from patients to use the AD-CPGs. Updates to paramedic patient care guidelines and standards are needed to increase paramedics' perceived control and self-efficacy to implement the guidelines, and their intentions to use the AD-CPGs. Canadian Institutes of Health Research (2011-CIHR- 260877).

The Effects of Consumer Awareness of the Informativeness and Usefulness of Department Stores’ DM Ads on the Ad Attitudes and Avoidance

The Effects of Consumer Awareness of the Informativeness and Usefulness of Department Stores’ DM Ads on the Ad Attitudes and Avoidance

Impact of Mobile App Ad Characteristics on Ad Value and Ad Attitude

Impact of Mobile App Ad Characteristics on Ad Value and Ad Attitude

Influence of Affordance characteristics of Advertisement based on Augmented Reality on User's Flow and AD Attitude

Influence of Affordance characteristics of Advertisement based on Augmented Reality on User's Flow and AD Attitude

The Relative Influence of Political Ad Attitude and Candidate Cognition On the Candidate Attitude - Focused On Direct Comparative, Indirect Comparative, and Noncomparative Ad -

The Relative Influence of Political Ad Attitude and Candidate Cognition On the Candidate Attitude - Focused On Direct Comparative, Indirect Comparative, and Noncomparative Ad -

Assessing the What Is Beautiful Is Good Stereotype and the Influence of Moderately Attractive and Less Attractive Advertising Models on Self-Perception, Ad Attitudes, and Purchase Intentions of 8–13-Year-Old Children

This paper investigates (1) whether the physical attractiveness stereotype applies to children, (2) whether children’s self-perception is influenced by the attractiveness of an advertising model, (3) whether children’s attitudes towards an ad and buying intentions for a non-beauty-related product are influenced by the attractiveness of an advertising model, and (4) whether age affects (1), (2), and (3). Results of two experimental studies with respectively 8–9-year-old (N = 75) and 12–13 year old (N = 57) girls and boys confirm the presence of the physical attractiveness stereotype in children. The presence of a moderately attractive (vs. less attractive) model has a negative influence on general self-worth for 8–9-year-old boys, but not for girls, nor for 12–13-year-old children. Exposure to a moderately attractive (vs. less attractive) model also has a positive influence on perceived physical appearance of 8–9-year-old girls, but this effect does not occur for boys, nor for 12–13-year-olds. The studies also show that moderately attractive (vs. less attractive) models increase attitudes and buying intentions for 8–9-year-olds, but not for 12–13-year-old boys and girls.

Advertising in English in Nonnative English-Speaking Markets: The Effect of Language and Self-Referencing in Advertising in Romania on Ad Attitudes

As a potent symbol of globalization, English has become one of the most popular foreign languages used in advertising in many nonnative English-speaking markets. This study aims to explore the effect of language used in advertising (English versus local) and self-referencing on consumers' ad attitudes in Romania, a country where the population is not necessarily speaking English fluently. The results indicate that multinational brands benefit from using English in advertising, whether a high or a low level of self-referencing is used. For local brands, different language formats do not vary in their advertising effectiveness. However, if English is to be used to advertise a local brand to give a “modern” flavor to the product, a high self-referencing format should be used.

광고 태도와 브랜드 인지가 브랜드 태도에 미치는 상대적 영향력에 관한 연구 -직접비교 광고, 간접비교 광고와 일반광고의 비교-

본 연구에서는 직접비교 광고와 간접비교 광고 그리고 일반광고와 비교하여 브랜드 태도 형성에 영향을 미치는 감정적(광고 태도), 인지적(브랜드 인지) 변수의 상대적 영향력을 측정하였다. 분석결과 직접비교 광고에서는 브랜드 인지가 브랜드 태도에 미치는 영향력이 광고 태도가 브랜드 태도에 미치는 영향력에 비해 훨씬 큰 것으로 나타났다. 간접비교 광고에서도 마찬가지로 브랜드 인지가 광고 태도에 비해 브랜드 태도에 더욱 큰 영향을 미치는 것으로 나타났으나, 직접비교 광고에 비해 그 차이가 상대적으로 작게 나타났다. 반면 일반광고에서는 광고 태도의 영향력이 브랜드 인지에 비해 더욱 큰 것으로 나타났다. 이번 연구를 통해 직접비교 광고뿐만 아니리 간접비교 광고에서도 소비자들이 인지적 노력을 통해 태도가 형성됨을 알 수 있었다. 따라서 그동안 국내 기업들이 상대적으로 꺼려왔던 직접비교 광고가 간접비교 광고에 비해 오히려 더욱 효과적일 수 있을 것으로 기대된다. This study compares the relative effectiveness of affective factor(Ad attitude) and cognitive factor(Brand cognition) on brand attitude among three ad types - direct comparative, indirect comparative, and noncomparative ads. The results showed that in direct comparative advertising context the brand cognition is dominant in determining brand attitude. In indirect comparative advertising context brand cognition is also dominant in determining brand attitude, but the difference is less than direct comparative advertising. In noncomparative advertising context the ads attitude is dominant in determining brand attitude. According to research outcomes, it could be said that direct comparative advertising is more effective than indirect comparative advertising.