Social marketing, shock advertising and risky consumption behavior

Mukattash, Ibrahim L.; Dandis, Ala’ Omar; Thomas, Robert J.; Nusair, Mohammad B.; Mukattash, Tareq L.

doi:10.1108/ijoem-09-2020-1111

Cited by 11 publications

(11 citation statements)

References 55 publications

Supporting

Mentioning

Contrasting

Unclassified

Order By: Relevance

“…This result is consistent with prior research in other countries in the EMR. A recent qualitative Jordanian study showed that a HWL displaying a child in distress was the most recalled within a set of 10 HWLs [45]. Another study among university students in three countries (Jordan, Egypt, and Palestine) showed that HWLs related to protecting children from exposure to WP smoke ("Protect your children: Don't let them be exposed to WP smoke") was the most effective in motivating WP users to quit [46].…”

Section: Discussionmentioning

confidence: 99%

Adapting waterpipe-specific pictorial health warning labels to the Tunisian context using a mixed method approach

et al. 2023

View full text Add to dashboard Cite

Background Waterpipe (WP) use is rapidly increasing among young people worldwide due to the widespread misperception that it is safer than cigarette smoking. Health warning labels (HWLs) can effectively communicate tobacco-related health risks but have yet to be developed for WP. This study aimed to optimize and adapt a set of 16 pictorial WP-specific HWLs, developed by an international Delphi study, to the Tunisian context. HWLs were grouped into four themes: WP health risks, WP harm to others, WP-specific harms, and WP harm compared to cigarettes. Methods Using a mixed method approach, we conducted ten focus groups combined with a survey among young WP users and nonusers (N = 63; age 18–34 years). In the survey, participants rated the HWLs on several communication outcomes (e.g., reaction, harm perception, effectiveness) and were then instructed to view all HWLs in each theme and rank them in the order of overall perceived effectiveness, from the most to the least effective. Afterward, participants provided in-depth feedback on HWLs and avenues for improvement. Mean effectiveness rating scores and percentages of participants’ top-ranked HWLs were calculated. Discussions were audio-taped, transcribed verbatim, and analyzed thematically. Results The top-ranked HWLs were those showing oral cancers, orally transmitted diseases, and a sick child. Focus group discussion illustrated that these selections were based on participants’ reactions to the direct impact of WP on a person’s physical appearance and evoking guilt over children’s exposure to WP smoke. Suggestions for improvement highlighted the need to use the local dialect and more affirmative statements (e.g., avoiding "may" or "can"). Conclusions This study is the first in North Africa to attempt to advance HWLs policy as the World Health Organization recommended. The results of this study can be used as a basis for implementing WP-specific health messages in the Eastern Mediterranean Region.

show abstract

Section: Discussionmentioning

confidence: 99%

Adapting waterpipe-specific pictorial health warning labels to the Tunisian context using a mixed method approach

et al. 2023

View full text Add to dashboard Cite

show abstract

“…Jordan. Jordanian society is conservative and religious in nature (Mukattash et al, 2021) When the interviewee chose an FFR, the rest of the questionnaire considered only that FFR. After four months, the authors received 503 completed questionnaires.…”

Section: Methodsmentioning

confidence: 99%

“…The authors targeted the top 10 fast food chains (McDonald, KFC, Starbucks, Popeyes, Subway, Burger King, Pizza Hut, Hardee's, Domino's Pizza and Papa John's Pizza) in Jordan. Jordanian society is conservative and religious in nature (Mukattash et al ., 2021).…”

Section: Methodsmentioning

confidence: 99%

Customer lifetime value: the effect of relational benefits, brand experiences, quality, satisfaction, trust and commitment in the fast-food restaurants

Dandis

Eid

Griffin³

et al. 2023

TQM

Self Cite

View full text Add to dashboard Cite

PurposeThis study examines factors that affect customer lifetime value (CLV) in fast-food restaurants (FFRs) in Jordan. These factors are relational benefits, brand experiences, service quality (SQ), satisfaction, trust and commitment.Design/methodology/approachAn online survey was collected from a sample of 503 respondents. The authors used SPSS to test the constructs' relationships and analyse the data. SmartPLS was used to test the hypotheses.FindingsIn contrast to previous studies, not all dimensions of brand experiences and relational benefits had a significant and positive influence on relationship marketing outcomes (satisfaction, trust and commitment). On the other hand, results demonstrated that SQ had a significant and positive influence on relationship marketing outcomes. Furthermore, research reveals that satisfaction, trust and commitment significantly and positively influenced CLV.Practical implicationsThose FFRs that seek to enhance CLV should build solid and sustainable bonds with their customers. This paper concludes by stating its implications, its limitations and the opportunities available for future research.Originality/valueThis study, which is unique in the Middle East, includes essential strategies for managing customer relationship that can be universally applied to improve customer benefits and maximise the performance of businesses.

show abstract

“…Therefore, positively framed advertisements may be considered ineffective in drawing attention to the appropriate AOIs for social marketing purposes. The opposite may be true in for-profit marketing, where negative message framing may attract attention towards the advertisement image rather than the desired advertisement brand or logo, as highlighted by Urwin and Venter (2014) and Mukattash et al (2021). This can be further explained by consumers' limited attentional resources, since their increasing attention to one area of interest may be at the expense of other AOIs, which reveals attention competition (Pieters and Wedel, 2004).…”

Section: Advertising To Reduce Meat Consumptionmentioning

confidence: 99%

“…As consumers are not frequently exposed to graphic and gruesome images in day-to-day advertising, negative framing appeals such as these might be considered more carefully (Biener et al , 2004). Previous research has suggested that disgusting imagery in a negatively framed advertisement successfully captures the attention of an audience (Mukattash et al , 2021).…”

Section: Literature Reviewmentioning

confidence: 99%

Advertising to reduce meat consumption: positive framing versus negative framing effects on attention

Zunckel,

Pillay,

Drummond

et al. 2023

JSOCM

View full text Add to dashboard Cite

Purpose Due to the paucity of research examining message framing strategies and attention in anti-consumption advertisements, this study aims to determine whether there is a significant difference between the amount of attention paid towards positively and negatively framed advertisements. Design/methodology/approach A quasi-experimental study design was conducted with a sample of 56 participants using two different (negatively and positively framed) social marketing print advertisements aimed at encouraging a reduction in meat consumption. The research used eye-tracking to examine attention. Findings Findings indicate that the negatively framed advertisement elicited significantly higher levels of attention overall than the positively framed advertisement (p < 0.05). Additionally, participants paid significantly more attention to the headline in the negatively framed advertisement than to the headline in the positively framed advert (p < 0.05). Participants also paid significantly more attention to the tagline in the positively framed advertisement (p < 0.05). Originality/value This study provides evidence for the effectiveness of a negative social marketing framing strategy compared to a positive framing strategy – through the effects these strategies had on consumer attention. Positively and negatively framed advertisements produce different typologies of attention towards advertising elements or areas of interest. These findings provide social marketers important insights about message placement and effectiveness when considering whether to use a positively framed or negatively framed advertisement.

show abstract

Social marketing, shock advertising and risky consumption behavior

Cited by 11 publications

References 55 publications

Adapting waterpipe-specific pictorial health warning labels to the Tunisian context using a mixed method approach

Adapting waterpipe-specific pictorial health warning labels to the Tunisian context using a mixed method approach

Customer lifetime value: the effect of relational benefits, brand experiences, quality, satisfaction, trust and commitment in the fast-food restaurants

Advertising to reduce meat consumption: positive framing versus negative framing effects on attention

Contact Info

Product

Resources

About