Portable media consoles are becoming extremely popular devices for viewing a number of different types of media content, both for entertainment and for educational purposes. Given the increasingly heavy use of portable consoles as an alternative to traditional television-style monitors, it is important to investigate how physiological and psychological effects of portable consoles may differ from those of television-based consoles, because such differences in physiological and psychological responses may precipitate differences in the delivered content's effectiveness. Because portable consoles are popular as a delivery system for multiple types of media content, such as movies and video games, it is also important to investigate whether differences between the effects of portable and television-based consoles are consistent across multiple types of media. This article reports a 2 x 2 (console: portable or television-based x medium: video game or movie) mixed factorial design experiment with physiological arousal and self-reported flow experience as dependent variables, designed to explore whether console type affects media experiences and whether these effects are consistent across different media. Results indicate that portable media consoles evoke lower levels of physiological arousal and flow experience and that this effect is consistent for both video games and movies. These findings suggest that even though portable media consoles are often convenient compared to television-based consoles, the convenience may come at a cost in terms of the user experience.
Purpose
This paper aims to show how environment-related worldview beliefs, in addition to specific persuasion knowledge, can influence how a consumer responds to ads about corporate social responsibility (CSR) projects.
Design/methodology/approach
Two experiments manipulated ad copy and consumers’ persuasion knowledge to examine the effects of consumers’ environmental worldview beliefs on their judgments of a firm’s CSR reforestation project.
Findings
When an ad presented ambiguous information, both consumers’ persuasion knowledge and their environmental worldview influenced the attribution of the firm’s motives. When an ad presented environment-specific information, however, consumers’ worldview did not influence their attribution of motives. Attributions, in turn, predicted attitudes toward the ad and attitudes toward the brand and were associated with intentions for information-seeking and referral behavior.
Research limitations/implications
A consumer’s core beliefs can play an important role in understanding the application of persuasion knowledge, and the reinforcement-of-meaning principle expands the persuasion knowledge model’s explanatory power.
Practical implications
Marketing communications that involve social responsibility projects must take into account how core beliefs can influence the way consumers respond to projects.
Social implications
This research demonstrates the importance of worldview beliefs in communication that takes place in the public sphere.
Originality/value
The experiments’ results contribute to a more robust understanding of the persuasion knowledge model, particularly as it applies to CSR messages and introduces the reinforcement-of-meaning principle.
Purpose
The purpose of this paper is to explore the corporate social responsibility (CSR) paradox, when a social campaign hurts the sponsoring brand even while raising concern for the campaign issue.
Design/methodology/approach
A between-subjects experiment tested the effects of regulatory frames, issue involvement and collective efficacy on brand attitude, attitude toward the campaign messages, and concern for the issue.
Findings
A promotion-oriented frame (vs prevention-oriented frame) produced a more unfavorable brand attitude among consumers who had low levels of collective efficacy, even though the promotion-oriented frame generated strong concern for the issue itself. Attitudes toward the campaign messages remained favorable, suggesting that the negative effect of message frames was directly specifically at the brand.
Originality/value
Using real-world campaign materials demonstrated that a firm’s CSR campaign efforts can create important brand risks.
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