The Impact of Feelings on Ad-Based Affect and Cognition

Burke, Marian Chapman; Edell, Julie A.

doi:10.2307/3172670

Cited by 374 publications

(215 citation statements)

References 22 publications

(24 reference statements)

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“…The identification of distinguishable and actionable segments is an important principle in design and application of useful marketing programs (Kotler and Keller 2012) and is found to be true in our study of graphic visual health warnings. In general, persuasion theorists have long been interested in both belief and affective emotion-based responses to advertising (Burke and Edell 1989), but there has been minimal research on how simple package-based warnings may lead to both of these routes to persuasion for different segments. Here, with greater smoking experience, the impact of young adult smokers' health beliefs appears somewhat more similar to the role of fear for adolescent smokers in driving quit thoughts.…”

Section: Discussionmentioning

confidence: 99%

“…Third, and consistent with our H 2 rationale, as the frequency of a behavior increases, the potential negative health consequences tend to be discounted, leading to a behavioral frequency negative health beliefs path that is negative (Eagly and Chaiken 1993;McGuire 1980). Thus, as smoking frequency increases for many of these beginning adolescent smokers, negative health beliefs (i.e., general perceived risks) about smoking should be less likely (Andrews et al 2004;Brown, Carpenter, and Sutfin 2011;Tormala and Petty 2004 Burke and Edell 1989;Petty and Cacioppo 1986). Some have cited the importance of a separate, and even dominant, role for emotions in preference formation and intention (cf.…”

Section: Graphicnessmentioning

confidence: 99%

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How Graphic Visual Health Warnings Affect Young Smokers’ Thoughts of Quitting

Andrews

Netemeyer

Kees

et al. 2014

Journal of Marketing Research

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Two-thirds of adolescent and young adult smokers become lifetime smokers, and one-half of those lifetime smokers will die from this habit. The authors examine alternative persuasive pathways to thoughts of quitting taken by adolescent and young adult smokers when exposed to graphic visual health warnings on cigarette packages. For adolescent smokers, the authors find that graphic warnings and smoking frequency affect fear, and fear influences negative health beliefs about smoking, ultimately increasing thoughts of quitting. They also find that the graphic warning and a graphic warning smoking frequency interaction have incremental effects on quit thoughts beyond the effects of fear and negative health beliefs. Using a longitudinal design with a sample of young adult smokers, the authors find support for many of the adolescent smoker findings, particularly the incremental effects of graphicness and its interaction with smoking frequency. These similar results from diverse samples support the use of graphic visual warnings but suggest that effects are attenuated for those who smoke the most. The authors offer implications for countermarketing programs and public health policy.

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Section: Discussionmentioning

confidence: 99%

Section: Graphicnessmentioning

confidence: 99%

How Graphic Visual Health Warnings Affect Young Smokers’ Thoughts of Quitting

Andrews

Netemeyer

Kees

et al. 2014

Journal of Marketing Research

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“…Earlier brand information and states of mind were viewed as imperative without real brand involvement. Full of feeling reactions from the promotion could likewise, once in a while, influence mentality toward the brand (Stayman & Aaker, 1988;Derbaix, 1995) and sentiments created by publicizing influenced both disposition toward publicizing and state of mind toward the brand (Burke & Edell, 1989;Derbaix, 1995). These disposition arrangement coordinated toward publicizing was essential since promoting achieved the consideration of the non-shopper and additionally the current customer.…”

Section: Review Of the Literaturementioning

confidence: 99%

Impact of Brand Equity Drivers on Purchase Intention: A Moderating Effect of Entrepreneurial Marketing

Raza¹,

Frooghi²,

Rani³

et al. 2018

SAJMS

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Abstract:The study aimed to analyse the impact of brand image, brand perception, brand preference and brand loyalty on consumer purchase intention in the FMCG industry of Pakistan. It also used entrepreneurial marketing as moderator between the association of brand loyalty, brand perception, brand image and brand preference with purchase intention. The study has used quantitative explanatory research design. In this concern, a sample of 424 responses was collected using convenience sampling technique from different self-service stores and mega malls of Karachi city, Pakistan. Survey instrument was adapted from numerous past literatures and designed on fivepoint Likert measurement scale. The results and findings of the study showed that brand loyalty, brand perception and brand preference have statistically significant and positive impact on purchase intention. Among the three statistically significant variables, brand loyalty has most impact on purchase intention, followed by brand preference and least influenced by brand perception. Additionally, the results showed that entrepreneurial marketing moderates the relationship of brand loyalty, brand perception and brand preference with purchase intentions of consumer toward FMCG brands in Pakistan. However, the results interestingly showed that brand image does not influence purchase intention and also, entrepreneurial marketing does not moderate its relationship with purchase intention in regards to FMCG brands in Pakistan. The study also showed that combination of all the variables has strength to predict 34.1 percent of purchase intention in regards to FMCG brands of Pakistan. The study further provides conclusion, managerial recommendations and future research directions.

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“…This includes feelings triggered by the advertisement, judgements about the advertisement, and purchase intent. Since it has been shown that these three types of responses to an advertisement are related (Brown & Stayman, 1992;Burke & Edell, 1989), it is expected here that the four predictions should be evident across all three indicators of advertisement effectiveness.…”

Section: Gender Attitude-advertisement Match Cross-nationally: Movingmentioning

confidence: 99%

Does it pay to break male gender stereotypes in advertising? A comparison of advertisement effectiveness between the United Kingdom, Poland and South Africa

Zawisza

Luyt

Zawadzka

et al. 2016

Journal of Gender Studies

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Advertisers shy away from using non-traditional (vs. traditional) male gender portrayals even though theory suggests they may be more effective cross-nationally. Two main hypotheses were tested cross-nationally for the first time. H1: 'paternalistic' male stereotypes (e.g. Househusband) would be more effective than 'envious' male stereotypes (e.g. Businessman) across countries confirming the stereotype content model (SCM). H2: the match between initial male gender role attitudes and advertisement type would increase advertisement effectiveness only in countries with relatively low egalitarian norms (i.e. Poland and South Africa). A cross-national study was conducted through the use of student samples following a 3(country: United Kingdom, Poland and South Africa) × 2(advertisement type) × (gender attitude) mixed design (N = 373). A three-way multivariate analysis of variance showed support for H1 and partial support for H2 (i.e. the second hypothesis held on purchase intent and for South Africa). The study provides evidence for the cross-national applicability of the SCM to advertising and the limited predictive value of gender attitudes for purchase intent depending on country. Thus, contrary to mainstream advertising practices, breaking male gender stereotypes does appear to pay cross-nationally. Theoretical and practical implications alongside the potential for change in practices are discussed

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The Impact of Feelings on Ad-Based Affect and Cognition

Cited by 374 publications

References 22 publications

How Graphic Visual Health Warnings Affect Young Smokers’ Thoughts of Quitting

How Graphic Visual Health Warnings Affect Young Smokers’ Thoughts of Quitting

Impact of Brand Equity Drivers on Purchase Intention: A Moderating Effect of Entrepreneurial Marketing

Does it pay to break male gender stereotypes in advertising? A comparison of advertisement effectiveness between the United Kingdom, Poland and South Africa

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