Suchergebnisse

AbstractThis study tested the effect of normatively‐focused scientific consensus messages (NFSCMs) on receivers' intention to consume GE‐foods. In Study 1, the efficacy of a NFSCM was examined, relative to a standard descriptive norm message (SDNM), a scientific consensus message (SCM), and two control messages, issue‐relevant and issue‐irrelevant messages, using an experiment. In Study 2, the effect of the NFSCM with discrete descriptive norm formats was tested, relative to a standard message used in the real world, using an experiment. Results indicated that the effect of exposure to the NFSCM on intention was mediated via attentional focus on the norm information and perceptions about the norm, which is consistent with those in prior literature. The re‐specified model was not contingent on participants' education level, gender and political stance indicating a uniform effect. Exposure to the messages also changed receivers' feeling of disgust and un/certainty about the scientific issue in desirable ways.

AbstractWith today's high degree of advertising clutter, marketers might greatly focus on evoking emotion or creating hedonic (e.g., feeling) experiences for consumers in order to improve practice. These strategies minimize the effort needed to process a message and can influence consumers' decisions. In 4 studies, we examine the effects of music tempo on consumers' attitudes toward the brand while further considering the mediating role of evoked feelings. Study 1 and 2 supports that music tempo in commercials influences consumers' affective response to the music in advertising. Study 3 replicated this effect using a controlled experiment and extended the research by demonstrating that tempo also affects general mood states, in addition to feelings evoked by the music. Last, Study 4 demonstrates that need for emotion moderates the role of affect as information. This research contributes to theory in sensory marketing and consumer behavior and offers practical implications to improve marketing practice.

The theory of normative social behavior (TNSB) describes the moderators of the descriptive norm-behavior relationship. Although specified in revisions to the model, the role of involvement as a moderator has not been fully explored. As such, this article predicts that different forms of involvement (i.e., value-, impression-, and outcome-relevant involvement) function in different ways as moderators of the descriptive norm-behavior relationship and determines whether this relationship varies by health and environmental behaviors. This article presents data on three behaviors examined in prior social norms studies: drinking alcohol, fast food consumption, and recycling. Data indicate that the nature of the relationship among the study variables is dependent on the focal behavior. For fast food consumption, the descriptive norm-behavioral intention relationship is moderated by value-relevant involvement and behavioral identity. For recycling, the descriptive norm-behavior relationship is moderated by behavioral identity. Other main effects are evidenced in the data.