Suchergebnisse

Purpose
This study aims to investigate emerging adults' emotional responses to a commercial with materialistic cues, and the commercial's perceived and actual effect on materialism – taking the role of pre-existing attitudes toward advertising into account.


Design/methodology/approach
The paper used a mixed-method design to gauge emotions evoked by materialistic cues both qualitatively and quantitatively. Emotions were assessed using both open-ended and close-ended questions. Perceived effectiveness was also measured using close-ended questions. To establish the commercial's actual effect, an online experiment was conducted. In total, 179 individuals between the ages of 18 and 25 years participated.


Findings
Emerging adults' pre-existing attitudes toward advertising predicted their emotional responses toward a commercial with materialistic cues (i.e. influencing whether they are negative, neutral or positive) as well as the perceived effectiveness of materialistic cues in advertising. A one-time exposure to a commercial with materialistic cues does not increase materialism.


Practical implications
Emerging adults who dislike advertising, tend to also dislike advertising with materialistic cues and perceive it as less effective. However, young consumers with an interest in advertising do appreciate the use of materialistic cues and perceive them as being effective. Although no actual effect was found, this could be a reason for advertisers to use materialistic cues.


Originality/value
This paper is the first to investigate consumers' emotions toward materialistic cues, and to study their perceived and actual effect. Moreover, it is the first to examine the link between advertising exposure and materialism among emerging adults.

In the era of data-driven communication, managing one's online privacy is a necessary, yet burdensome challenge. While individuals have concerns about firms' data collection practices, they sometimes appear to disclose personal information for relatively small rewards. We demonstrate that privacy cynicism—an attitude toward privacy protection characterized by frustration, hopelessness, and disillusionment—explains this paradox by moderating the relationship between the appraisal of privacy threats and privacy coping behaviors on one side, and privacy protection behaviors on the other side. Results of a U.S. national survey ( N = 993) show that privacy cynicism is negatively related to privacy protection behaviors and significantly moderates relationships of perceived vulnerability, response efficacy, disclosure benefits, and response costs on protection behaviors. Hence, this work has important implications for communication theory by extending existing models of privacy management behaviors, as well as for communication practice, by stressing the importance of creating awareness about privacy cynicism.

Abstract
Many artists and music labels rely on partnerships with brands to pay for the production costs of their music videos. In exchange, the brands are featured in those videos. To enhance the transparency of these embedded forms of advertising, sponsorship disclosures are required. However, it remains unknown what the content of these disclosures in music videos should be to enhance sponsor transparency for adolescents. We examined how disclosure type affected adolescents' conceptual and attitudinal persuasion knowledge. In addition, effects on responses toward the brand, music video, and artist were examined. An experiment (N = 279, ages 14–17) showed that none of the tested disclosures enhanced adolescents' conceptual persuasion knowledge. However, disclosures explaining that the embedded brand helped pay for the production cost of the video led to lower attitudinal persuasion knowledge and, consequently, to more positive attitudes toward the brand, video, and artist, and to increased intentions to purchase the brand.

AbstractUntil recently, western TV programming rarely featured sexual or ethnic minority members; if present, their representation was mostly negative. Increasingly, though, diverse characters start to play likeable protagonists as well. Thus, television can promote negative diversity attitudes and, at other times, positive ones. The present article reviews and connects theories and research from sociology, psychology, and media and communication studies to clarify the role of television in diversity attitudes formation and to identify directions for future research. Specifically, two research questions are addressed. First, through which processes does television influence diversity attitudes? Second, what features of TV shows contribute to positive diversity attitudes formation among viewers, according to different theories of television effects? Findings indicate that television can entrench existing negative diversity attitudes through the echo chamber phenomenon. However, TV content featuring numerous, likeable, attractive, and typical minority characters that have friendly interactions with the rest of society can promote positive diversity attitudes. Future research should study openness to view content with minority characters, examine the effects of the complete video media diets, check media effects in non‐western countries, explore media effects in longitudinal studies and investigate what constitutes attractive, likeable, and typical representation of ethnic and sexual minorities.

Previous studies have suggested that advertising exposure affects materialism among youth. However, this causal effect has not been investigated among children in middle childhood, who are in the midst of consumer development. Furthermore, the mechanism underlying this relation has not been studied. To fill these lacunae, this study focused on the longitudinal relation between children's television advertising exposure and materialism. We investigated advertised product desire as a mediating variable. A sample of 466 Dutch children (ages 8-11) was surveyed twice within a 12-month interval. The results show that advertising exposure had a positive longitudinal effect on materialism. This effect was fully mediated by children's increased desire for advertised products.

This article presents two studies examining the effects of disclosing online native advertising (i.e., sponsored content in blogs) on people's brand attitude and purchase intentions. To investigate the mechanisms underlying these effects, we integrated resistance theories with the persuasion knowledge model. We theorize that disclosures activate people's persuasion knowledge, which in turn evokes resistance strategies that people use to cope with the persuasion attempt made in the blog. We tested our predications with two experiments ( N = 118 and N = 134). We found that participants indeed activated persuasion knowledge in response to disclosures, after which they used both cognitive (counterarguing) and affective (negative affect) resistance strategies to decrease persuasion. The obtained insights do not only advance our theoretical understanding of how disclosures of sponsored blogs affect persuasion but also provide valuable insights for legislators, advertisers, and bloggers.

This article presents two studies examining the effects of disclosing online native advertising (i.e., sponsored content in blogs) on people's brand attitude and purchase intentions. To investigate the mechanisms underlying these effects, we integrated resistance theories with the persuasion knowledge model. We theorize that disclosures activate people's persuasion knowledge, which in turn evokes resistance strategies that people use to cope with the persuasion attempt made in the blog. We tested our predications with two experiments (N = 118 and N = 134). We found that participants indeed activated persuasion knowledge in response to disclosures, after which they used both cognitive (counterarguing) and affective (negative affect) resistance strategies to decrease persuasion. The obtained insights do not only advance our theoretical understanding of how disclosures of sponsored blogs affect persuasion but also provide valuable insights for legislators, advertisers, and bloggers.