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Abstract

The serial position effects for television commercials were tested within a naturalistic setting in this study, at both the micro level and the macro level. Television viewers' brand memory (recall and recognition) for the 2006 Super Bowl commercials were analyzed. At the micro level, the serial position of each commercial in a same commercial pod was measured. When the length of a commercial pod was controlled for, an earlier position for a commercial generated better brand recall. When the number of preceding ads was held constant, a commercial in a pod with fewer ads generated better brand recognition. At the macro level, the serial position of each commercial pod within the whole Super Bowl game broadcast was measured. The commercial pods at earlier positions generated better brand memory. Both findings confirmed a strong primacy effect. Managerial implications of the findings were also discussed.

Copyright © 2009 John Wiley & Sons, Ltd.

During the 17-year period of the New China existence, propaganda posters were relied upon by the authorities and had a broad social influence on social media. During this period, a large number of female images was in propaganda posters. The purpose of this article is to combine research methods of social history and image analysis to classify female images in propaganda posters in the New China, and to analyze their visual language, information load, and social functions.

Using spiral of silence and social loafing theories, this study proposed a parallel mechanism to explain why people defend their stances on controversial sociopolitical issues through political consumption behaviors (i.e., boycott and buycott) when they read about corporate advocacy messages on social media. A 2 (personal stance: supporting vs. opposing gun control) × 3 (other Instagram commenters' stances: majority supporting gun control vs. majority opposing gun control vs. balanced opinions) between-subjects quasi-experiment was conducted to test the mediating effects of feeling of being in the majority opinion group and feeling of others not contributing enough on boycott/buycott intentions. Results showed that people defend their stances through boycott/buycott actions, because of the feeling of being in the majority opinion group.

ABSTRACTThis study examined banner ads' communication effects when they were written in the same or different language from the editorial content of a Web site. A total of 60 bilingual consumers who spoke both Chinese (as their first language) and English (as their second language) participated in an experiment, in which they viewed a designated news story Web site. The editorial content of the Web site and the banner ads on it were written in either Chinese or English. It was found that the participants considered the Chinese Web sites to be more readable. However, they generated higher recalls and purchase intentions for the ads on the English Web sites. Moreover, they revealed more favorable attitudes toward the brands when the ads were written in English than in Chinese. Copyright © 2012 John Wiley & Sons, Ltd.

AbstractBased on data from the China Family Panel Survey, this paper explores the impact of agricultural commercialization on household multidimensional poverty and its mechanism. The results show that agricultural commercialization has significantly reduced household multidimensional poverty, especially poverty in health and living standard. However, it may be that the income from commercialization has not all been converted into household multidimensional welfare, making the multidimensional poverty reduction effect of commercialization smaller than the income poverty reduction effect. Further research shows that a possible channel for agricultural commercialization to reduce multidimensional poverty is to improve farmers' ability to convert their endowments into earnings and consumption.

Personalized advertising is widely believed to be an effective persuasion strategy. A typical personalized advertising process consists of two phases: The message sender first "learns" the message receiver's preferences, and then "matches" the message to that person according to his or her preferences. The present study argues that this process may be problematic because it assumes that an individual's preferences are always stable (i.e., preferences remain the same over time) and extreme (i.e., preferences are highly polarized). Through a 2 (message type: personalized vs. nonpersonalized) × 2 (preference stability: high vs. low) × 2 (preference extremity: high vs. low) between-participants experiment ( N = 227), it is shown that the effectiveness of personalized advertising is moderated by preference stability and extremity. A new conceptualization of personalization is proposed based on the study results, and how the two phases of personalized advertising may be refined is highlighted.