Consumer responses to parodic ads

Roehm, Michelle L.; Roehm, Harper A.

doi:10.1016/j.jcps.2013.07.002

Cited by 19 publications

(19 citation statements)

References 44 publications

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“…Brand equity was found to have great impacts to consumer responses to failures (Hui, Michael K. and Zhou, 2003;Roehm and Brady, 2007). To control the confounding effect of brand equity on consumer responses, Pretest 2 has been conducted mainly to find out the established brands with similar brand equities as the target brands to test in Study 2.…”

Section: Resultsmentioning

confidence: 99%

Perceived Brand Globalness- Impact on Women Consumer Response in Indian Fashion and Lifestyle Market

Khurana

2018

Int J Soc Sci Mgt

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This study aims to investigate the effects of perceived brand globalness (PBG) on consumer affective and behavioral responses to brand failures and for how consumer perceives global and local brands and their responses in the event of failure present or absent related to brand performance and brand familiarity, brand presence and prestige, brand equity, product country match, country ethnocentrism.This research is conducted in regards to women consumers in two cities in North India related to global and local brands with impact of perceived brand globalness to brand failures present or absent scenario based on consumer responses. The research explored into four main factors as dependent variables on which PBG effects are examined and observed in failure present as well as failure absent scenario. This research consists of mainly two studies and two preliminary tests. Study 1 is executed basically to investigate and to test consumer responses towards brand failures of fictitious brands. Study 2 is designed to examine consumer responses to brand failures of established brands.The study found that PBG effects are more positive on Global brands as compared to the local brands and concluded that consumer is less negative and less impulsive to the global brands when they met failure scenario. The study could not find any significance and examined that customer ethnocentrism does not interrupt with buying behavior. This research was able to test whether global brands are still perceived superior to local brands in the context of Indian consumer and also test whether the effects of PBG on consumer responses to brand failures will be mediated by consumer attribution as blaming or fault accountable in the event of encountering.

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Section: Resultsmentioning

confidence: 99%

Perceived Brand Globalness- Impact on Women Consumer Response in Indian Fashion and Lifestyle Market

Khurana

2018

Int J Soc Sci Mgt

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“…Parody is a distorted imitation of original material that strives for humor (Roehm and Roehm 2014); therefore, we used a play on words with the headline of the original Brita CrM ad (disguised as the Water CrM ad) ''Even more generosity!'' by saying, ''Misplaced generosity benefits only Water!''…”

Section: Designmentioning

confidence: 99%

“…Ad parody mockery (a = .705) includes the evaluation of three concepts (mocking, teasing, and make fun of), while ad parody truth (a = .931) includes the evaluation of four concepts (true, realistic, honest, and actual). The pretest aims to demonstrate that there are no differences in evaluation of the three key dimensions of parodies at the .05 level (Roehm and Roehm 2014;Vanden Bergh et al 2011): humor, mockery, and truth (Table 1). However, it has to be noticed that for Water essence parody and CaféOr form parody, difference in humor perception is significant at .10 level (Table 1).…”

Section: Designmentioning

confidence: 99%

“…We conducted ANOVA and Bonferroni pairwise comparison tests to check for any differences in evaluation of the three key dimensions of parodies, humor, mockery, and truth (Roehm and Roehm 2014;Vanden Bergh et al 2011) across treatments (Table 3). Contrary to the pretest results, there are no significant differences at 0.05 and 0.1 levels in humor perception across treatments.…”

Section: Manipulation Checkmentioning

confidence: 99%

“…(Horne 2013, p. 234) To criticize CrM, consumers and nonprofit advocates have begun using parodies, a form of creative art that mimics a particular work or authorship style, such that it reimagines a serious, copyrighted work as a comic form through the use of ironic, humorous, or satiric imitation (Bush et al 1994). Two types of ad parodies are evident (Vanden Bergh et al 2011): commercial messages that mimic other advertising (Jean 2011;Roehm and Roehm 2014) and noncommercial messages that mimic an actual advertisement (Sabri and Michel 2014;Vanden Bergh et al 2011). Because of the increasing use of parody campaigns in the marketplace (Sabri and Michel 2014), consumers and nonprofit advocates are mainly using ad parodies to criticize a business entity by spoofing some aspects of their CrM communication in essence and/or form.…”

Section: Introductionmentioning

confidence: 99%

See 2 more Smart Citations

The Detrimental Effect of Cause-Related Marketing Parodies

Sabri

2016

J Bus Ethics

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Cause-related marketing (CrM), defined as a firm's communication activities designed to promote a consumer good or service by including an offer to contribute a specified amount to a designated nonprofit cause, has become a preponderant practice. In tandem with the development of CrM activities, criticism of CrM has increased; critics note that some CrM claims mislead consumers regarding their purchases' donative impact. Critics such as consumers and nonprofit advocates are using ad parodies, noncommercial messages that mimic an actual advertisement. In this context, the study investigates how these ad parodies can result in a detrimental impact on consumers' perceptual and behavioral evaluations of the sponsoring brand. By implementing a tightly controlled experiment comparing actual CrM campaigns and CrM parodies, the author shows that the detrimental effects of CrM parodies on brand attitude and word-of-mouth valence can be explained by greater skepticism toward the firm's sincere and altruistic motivations. In addition, the author shows that a robust asymmetry emerges in which CrM ad parodies damage perceptual and behavioral evaluations of brands more than actual CrM campaigns improve them. The authors replicate the results for two kinds of critics and two types of brands. The results provide useful implications for theory and practice, documenting the backfire effect of poorly designed CrM, which may urge brands to move toward more self-regulation of CrM practices.

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Deception and the marketplace of ideas

Levine

Duncan

2021

Consumer Psychology Review

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American democracy is built, in part, on the ideal of a “free marketplace of ideas.” Consumers are assumed to have access to the same arguments, and through deliberation, come to a consensus about which arguments are true, and therefore, best. In this article, we explain how deceptive communication undermines this ideal. We focus on two key dimensions—the motive of deception and the perception of dishonesty—that influence people's propensity to deceive and the social rewards of doing so. Deception is seen as the most justified when it is morally motivated and when it involves indirect tactics that are not perceived as particularly dishonest. We argue, therefore, that morally motivated half‐truths, rather than blatantly selfish lies, may do the greatest damage to the marketplace of ideas. Ultimately, this article advances our understanding of the causes and consequences of deception and helps to explain the dynamics that lead to widespread misinformation in our social world.

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Consumer responses to parodic ads

Cited by 19 publications

References 44 publications

Perceived Brand Globalness- Impact on Women Consumer Response in Indian Fashion and Lifestyle Market

Perceived Brand Globalness- Impact on Women Consumer Response in Indian Fashion and Lifestyle Market

The Detrimental Effect of Cause-Related Marketing Parodies

Deception and the marketplace of ideas

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