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ISSN : 1229-8778
The two main aims of this study were to determine if country-of-origin information would influence implicit beliefs and attitudes of consumers about a product and to explore if the Extrinsic Affective Simon Task(EAST), one of the modified versions of the Implicit Associate Test(IAT), could be applied to the study of consumer attitudes as a useful measurement method. Thirty-six students at Bangor University took part in this experiment. As target concepts measured, three imaginary company names, having different country-of-origin were used to test the impact of country-of-origin, and two existing company names were presented to examine the application of the EAST to real consumer attitudes and beliefs. Respective implicit beliefs and attitudes toward target concepts were measured by the EAST. In the EAST, participants saw white words that needed to be classified on the basis of stimulus valence(good or bad) and colored words that were to be classified on the basis of color(blue or green). Results showed that when the colored words referred to a target name having a positive country-of-origin(i.e., an imaginary Japanese company name) and the existing company name(i.e., SONY) which is believed to have positive images, the reaction time was faster when these words shared the same key orientation with positive white words. These findings indicate that country-of-origin could be a crucial factor which could influence the implicit evaluation of a product and the EAST could successfully be used as a useful method for measuring the implicit attitudes and beliefs of consumers.
The purpose of this research is to examine the effect of affective benefit congruity, affect intensity, and product category on advertising attitude and brand attitude. The results showed that in the case of ad attitude, firstly consumer with high affect intensity had a more favorable ad attitude when the affective benefits from the ad were congruent. Secondly, according to product category, the effect of affective benefit congruity on ad attitude was not significant. In the case of brand attitude, firstly, consumer with high affect intensity had a more favorable brand attitude when the affective benefits from the ad were congruent. Secondly, for utilitarian goods the effect of affective benefit congruity was not significant, however, for hedonic goods, the brand attitude when affective benefits were congruent was more favorable than when the affective benefits were not congruent. The results imply that ad marketers have to consider the affective benefit congruity, the individual difference of affect intensity, and product category for an affective advertising.
Pictures and verbal are represent tools used in the one advertisement to convey the same advertising concept. It is important practically or theoretically that how to represent pictorial and verbal elements in the one print ads is effective. Nevertheless advertising researchers have not considered and manipulated both pictures and verbal copy simultaneously in the one advertisement. The current study has attempted to examine systematically how to represent pictorial and verbal elements in the one print ads influences consumer's cognitive responses(attention- getting, recall of pictorial elements and verbal copy, comprehension to ads). That is to say, The current study has attempted to examine whether consumer process pictorial elements and verbal copy in print ads complementarily or independently. For attaining the purpose of present study, pictorial representation-style was presented to subjects two levels(high vs. low) of the verbal interpretability of the picture(i. e. the value of verbal interpretation of picture), verbal representation- style was manipulated to two levels(high vs. low) of the possibility of imagery- provoking. The results showed the main effect of pictorial representation-style on attention-getting, recall of pictorial elements, comprehension to ads and the main effect of verbal representation-style on recall of verbal copy. Finally on the comprehension to ads, the interaction effect between pictorial representation-style and verbal representation-style were significant. Implications of these finding were discussed.
This study was conducted to examine how the clutter of banner advertisements and users' involvement with Web contents influence on consumer's recall and recognition of banner ads. An experimental design was employed to measure these effects. There were a total of 282 participants in the experiment. After surfing the Web sites, participants completed a questionnaire regarding their involvement with the Web contents and their recall/recognition of banner ads. To answer research questions, independent sample t-tests and two-way ANOVAs were conducted. The results showed that recall and recognition of banner advertisements were affected by the degree of banner advertising clutter. Compared to a high-clutter advertising condition, the rates of recall and recognition were significantly higher in a low-clutter advertising condition. In addition, there were no differences in the rates of recall and recognition of banner ads between high-involvement and low-involvement groups. Finally, the ad clutter and Web content involvement did not influence the rates of recall and recognition when the banner ad is placed in the upper-center location of a Web site. But the influence of these variables on the ad memory was more evident for the banner ads in the peripheral area of a Web site. The results implies that it will be desirable for marketers to place banner advertisement on less ad-cluttered Web site since more ad-cluttered Web site is likely to result in lower recall and recognition of banner ads. Furthermore, it is expected that placing banner advertisement in the center area of a Web page will help banner ads be more remembered by Web users. It is suggested that more efforts needs to be done in the future to investigate the relationship between advertised product/service and Web site on which banner advertisements are placed.
The purpose of this study is to review the consumer life style according to the consumer trend and psychological dimension approach. Especially, this study examined 26 articles related life style from 1990 to 2006 in the Korea. Also, in order to search psychological dimensions, exploratory study of consumer life style is conducted. Antecedent life style studies have problems to solve. The main tasks that should be resolved are as follows: Definition of concept, essentials, construction, typology, application and changes of life style. Further research of consumer life style should consider psychological dimensions. The core dimensions that be found in the exploratory study are as follows: ① useful time and money ② consumption need and enjoyment ③ quantity and quality ④ consumption disposition and attributes ⑤ consumption characteristics.
Based on the fact that previous researches on the body image concepts, this research extended the findings on the previous concepts of the body image for consumer behavior-usually normal behavioral domain. This research aimed to 1) develop scales which can capture the value dimensions about the meaning of the body beyond perceptions and evaluations, and 2) test whether the scales could be used in consumer behavior-usually normal behavioral domain- researches. After examining the psychometric features of the body-value scale, the findings indicated that the body-value scale was good enough to be accepted as research tools for body value in terms of reliability and validity. Furthermore, it was useful in predicting body-related consumption behaviors. The implications of the results and further work needs to be done were discussed.