Suchergebnisse

This study investigated the effectiveness of positive versus negative and of other-focused versus mixed- (ego- and other-) focused feelings evoked in advertisements promoting help for connected versus unconnected needy people. Results showed that when help is asked for people to whom respondents feel connected, positive (vs. negative) and mixed-focused (vs. other-focused) feelings led to more positive ad evaluations and increased respondents' helping intentions. When help was needed for unconnected people, the negative ads were most effective. Furthermore, it was investigated whether the effect of other-focused versus mixed-focused feelings on ad evaluations and helping intentions was mediated by people's motivation to help.

Abstract
Cross-mode surveys are on the rise. Unfortunately, data obtained from different modes of data collection (e.g., telephone and online data) may not be comparable due to measurement bias, especially differences in acquiescence, disacquiescence, extreme and midpoint response styles. This article discusses a study that finds response style differences between data based on the same questionnaire, but obtained by different modes of data collection: paper-and-pencil questionnaires, telephone interviews, and online questionnaires. Similar problems may also occur in cross-national data. We propose a new method to measure response styles and correct for them: the representative indicators response style means and covariance structure (RIRSMACS) method

Begins by defining consumer socialisation as the process by which young people learn to function in the marketplace; this is a key concept in studying children's consumer behaviour and decision making. Outlines the ways that parents influence this process; they are role models, and communicate about purchases and consumption; co‐shopping and concept‐orientation are two aspects of this, as are the influence of the child and the amount of communication. Outlines the changes in family structure, including the increase in one‐parent families headed by women, which has resulted in more co‐shopping; the increase in the number of two‐income families; and the decline in numbers of children per family. Reports research on Belgian children on the four sub‐dimensions of parent ‐ child communication as affected by the family structure variables.

Defines in‐school or marketing as the development of marketing activities towards schoolchildren, and reports research on the attitudes to it of some Belgian school directors. Reviews previous literature on the effectiveness of marketing to children, and the advantages and disadvantages of in‐school marketing; activities included sponsoring, lectures, vending machines, saving actions, advertising, and non‐commercial activities. Outlines the research methodology used, which involved a questionnaire to 2,600 school directors and interviews with five to elicit their views, ranging from pragmatic tolerance of commercial activities, companies' societal and educational role, restriction of products sold to healthy and environmentally friendly ones, to a view of company activities as necessarily exploitative.

Abstract
Emotionally pleasant TV commercials are often preferred over merely factual ones. A large-scale study of Belgian TV ads confirms this notion and shows that such commercials also create more positive feelings toward the advertised brand. Interestingly, these effects depend on neither the level of involvement associated with the product category nor the type of product. Independent of the perceived creativity of the commercial or its informational value, emotionality had a significant impact on the evaluation of a brand. However, the effects were slightly more pronounced for products that align themselves with pleasure and experience than for functional products. Advertisers should therefore leverage the power of emotions not only because these ads are better liked, but more importantly because they lead to more favorable brand attitudes.

Abstract
In an effort to find a novel way to enhance the attractiveness of healthy food, this article proposes surface mimicry—that is, designing a product to visually resemble another product—as an effective intervention to communicate property information to consumers. Specifically, it advances the notion that exposure to surface mimicry primes property mapping, a thinking style that leads consumers to transfer property information from one product onto another. To this end, three studies show that exposure to a target food product (e.g., kiwifruit) mimicking visual characteristics of another, modifier food product (e.g., popsicle) induces a transfer of attribute values of the modifier onto the target product for salient, alignable attributes on which the products differ (e.g., tastiness). A fourth study points to the activation of a property-mapping mindset as the underlying process. Finally, the effect is shown to persist, but it attenuates when the difference in belief(s) about the target and mimicked product is substantial (e.g., the taste expectations for Brussels sprouts and popsicles).