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This research investigates how materialism as a personality trait can impact consumers’ intention to create brand-related user-generated content (UGC) and positive WOM on Facebook. The research involved three studies. Study 1 was an online survey investigating the association between materialism and brand-related UGC and positive WOM creation on Facebook. Study 2 tested the mediating role of the perception of brand symbolism for the effect of materialism on brand-related UGC and positive WOM creation. Study 3 was an online experiment which manipulated materialism. It demonstrated that the perception of brand symbolism mediated the effect of materialism on brand-related UGC and positive WOM creation on Facebook. These findings show how materialism influences whether consumers create content about brands to express self-identity. They also show researchers and managers how to target consumers to encourage them to create brand-related UGC and positive WOM on social media. Specifically, by emphasising materialistic cues, marketers can enhance consumers’ perception of brand symbolism which can motivate consumers to create brand-related UGC and positive WOM.

This conceptual paper defines and gives examples of biometrics, explains how biometric tracking is currently used (e.g. to predict IQ), and presents innovative future uses of biometric tracking (e.g. to customize the price of products in real time). Specifically, this paper outlines a novel biometric pricing technology (BPT) which uses facial tracking to set the price of products using a new participatory dynamic pricing (vs. static pricing) system. Based on the privacy paradox, this paper addresses the acceptance, concerns and usage of a new emerging technology by consumers and its potential applications. To explore this, we develop a typology of perceived benefits and perceived privacy to predict consumer reactions to biometric technology. In addition, we present a research agenda to guide future research on biometric pricing technology. This research agenda offers new insights on how biometric tracking and specifically biometric price setting could be explored from multiple angles, including the consumer experience, technology acceptance, online profiling, governance, public policy, regulation, ethical and future usage-based perspectives.

The present research builds upon the touch literature to show that the salience of haptic product attributes related to product surface texture (smooth, rough) and weight (light weight, heavy weight) influence consumer product impressions. We propose that haptic cue congruity across texture and weight drive consumer product impressions depending on a consumer's need for touch (NFT). We show that high autotelic-NFT consumers who touch for sensory pleasure enjoyed the incongruity between smooth texture and heavy weight haptic cues, and consequently showed favorable evaluations towards exciting brands. In contrast, low autotelic-NFT consumers prefer the anticipated match between smooth texture and light weight haptic cues, which conformed to their expectation about the nature of a sophisticated brand personality. Further, we show how the interactive effect of haptic attributes and a consumer's autotelic-NFT on willingness to purchase is mediated by product personality. Implications for theory and practice are discussed.

This research note investigates how consumers’ individual differences are associated with their attitude towards trip advice that has been curated by artificial intelligence (AI). Individual difference factors (anthropomorphic tendency, need for cognition, disillusionment toward marketing, life satisfaction) and variables such as smart phone usage were correlated with attitude towards AI-curated reviews (AAICR). A survey of 212 individuals from Taizhou, China found that anthropomorphic tendency, need for cognition, and smart phone usage were positively associated with AAICR. When controlling for the effect of need for cognition and smart phone usage, the effect of anthropomorphism on attitudes was still robust. Disillusionment toward marketing and life satisfaction were not associated with AAICR. The results contribute to the tourism literature by showing the effect of anthropomorphism on AAICR. Tourism practitioners who wish to inspire consumers with AI-curated destination reviews should target consumers with a high anthropomorphic tendency

Like Cinderella, many repurposed products involve a biographical transformation, from a tattered past identity (e.g., an old airbag) to a product with a valuable but different new identity (e.g., a backpack made from an airbag). In this article, the authors argue that marketers should help customers infer such product stories by highlighting the products’ tattered past identities. Three field experiments and four controlled experiments show that making a product’s past identity salient boosts demand across a variety of repurposed products. This is because past identity salience induces narrative thoughts about these products’ biographies, which in turn allows customers to feel special. Results also suggest that this strategy of past identity salience needs to be particularly well-crafted for products with easily discernible past identities. These findings highlight a promising new facet of storytelling (i.e., stories that customers self-infer in response to minimal marketer input); create new opportunities for promoting products with a prior life; and deliver detailed guidance for the largely unexplored, growing market for upcycled and recycled products.

This article examines why consumers choose to research their ancestry using commercial available products. Prior research suggests this is a voyage of personal discovery. We take this voyage and review consumer interest in ancestral products (e.g., DNA services) that is driven by a consumer’s uncertainty about their sense of self. Focusing on uncertainty-identity theory, the findings from a study with a sample of adult Australian consumers show that people who want to reduce uncertainty about their sense of self respond favourably to a genealogical product that offers insight into a person’s ancestry. Finding support the proposition that the need for closure moderates this effect. Consumers who are high in need for closure respond to self-uncertainty through an interest in commercial genealogical products. The study results show that curiosity underlies the effects in several ways; the desire to gain new knowledge about self, a curiosity to understand the past and the desire to reduce self uncertainty about the past. Research implications for the study of consumer self-identity and uncertainty are presented, how consumers respond to this through the use of genealogical products examined. Managerial implications for the marketing of genealogical products are discussed, and recommendations for future research made.

This research examined the relationship between different measures of narcissism and a range of consumption behaviors. Measures of individual, communal, and collective narcissism were correlated with three sets of consumption behaviors termed vanity, self-improvement, and prosocial consumption behavior. Based on a sample of 552 MTurk users, it was found that all narcissism measures were positively associated with vanity behaviors. However, differences amongst narcissism measures emerged for self-improvement behaviors and prosocial behaviors. The admiration scale of the NARQ was positively associated with self-improvement and prosocial behaviors, whereas the rivalry scale of the NARQ was negatively associated with prosocial behaviors. The communal and collective narcissism scales were also positively associated with prosocial consumption behaviors. The results contribute to the narcissism literature by showing (1) which narcissism measures are most strongly related to consumption behaviors (2) that certain measures of narcissism are positively associated with some prosocial consumption behaviors, and (3) that individual, communal and collective narcissism are not strongly correlated with each other.

This research examines the impact of Chinese tourists' level of entitlement (i.e., a belief they deserve more than others) on their responses to testimonials for a missed benefit. Missed benefits are destination activities which are no longer available (e.g., an annual festival). Two experiments compare how Chinese tourists react to a testimonial for a missed benefit from a satisfied tourist (vs. a local citizen). Results show that entitled tourists dislike testimonials from tourists. Non-entitled tourists have a similar preference for either endorser. The results provide important theoretical implications. First, the research introduces a new area of study to tourism researchers: missed benefits. Second, the results show how tourist entitlement negatively influences testimonial responses. Third, the malicious envy entitled tourists feel towards the tourists in the testimonial drives their negative responses. Managerial implications include showing destination marketers that Chinese tourists can have an entitled mindset. This mindset can result in envy felt toward other tourists which can explain their negative responses to marketing messages about destination activities.

Purpose This paper aims to examine how a shopper’s level of psychological entitlement influences how consumers respond to different types of apology by a service provider. Design/methodology/approach Two experiments were performed. Study 1 tests the hypotheses that entitled shoppers prefer empathy apologies to norm violation apologies and that this effect is mediated by disgust and anger. Study 2 tests whether relative superiority apologies are more effective. Findings Study 1 shows that entitled shoppers prefer empathy apologies. Mediation analysis shows that entitled people feel disgust for norm violation apologies. Study 2 shows that entitled shoppers prefer relative superiority apologies. A standard apology results in negative perceptions of interactional justice, disgust and negative employee evaluations. Research limitations/implications Limitations include the scenario method. Implications include entitlement as a moderator of service recovery effectiveness, examining different types of apology and mediators which contribute to the marketing and entitlement literature. Practical implications The findings have implications for training employees in service recovery. Employees should not use a standard apology or an apology that treats entitled consumers as similar to other shoppers. Employees should express empathy or make them feel that they are a more valued customer than other store customers. Originality/value This research shows how entitlement moderates consumer responses to service recovery. The research answers calls to study different types of apology rather than studying a standard apology (vs no apology). The research is the first to relate entitlement to apologies and to show how disgust and justice perceptions underlie an entitled person’s judgments in service recovery.

This study investigates how a consumer’s view of the brand personality of a holiday destination influences their destination attitude. While brand personality and brand attitudes have been well studied, destination personality and destination attitude are relatively new. The effect of brand trust as a mediator in this context is also new. Result show that destination personality and destination attitude are partially related. The analysis reveals the mediating role of brand trust in this relation.

This article examines the consumption experiences of consumers of trading card games. Fourteen depth interviews illuminate the emic and etic meanings that exist for two key groups of trading card game players – hobby players and expert tournament players of the trading card game, Magic. An etic framework is then derived that analyzes these perceptions in the context of issues related to collective dramatizations of leisure consumption and the social self. Findings show marketers how consumers use their imaginations especially for mythic consumption.

This research examined how individual differences in anthropomorphic tendency (the tendency to humanize non-human agents/objects) influence how people respond to destination marketing communications. Specifically, this study examined whether individual-level anthropomorphic tendency and text-personification of destination marketing communications interact to influence destination attitude and travel intentions. Results from a study involving 210 Australian participants revealed that destination attitude and travel intentions were most favorable for people with high levels of anthropomorphic tendency and who were exposed to personified tourism messages. These findings indicate that text-personification represents a new communication tactic for tourism – particularly for target consumers who are high in anthropomorphic tendency – and one that can humanize the destination leading to more favorable attitudes and higher intentions to travel. This effect is mediated by positive emotions. People with high anthropomorphic tendency who are exposed to a personified advertisement feel more positive emotions, which lead to positive tourism outcomes.

Ambush marketing is a contentious practice whereby brands communicate an association with an event without being an official sponsor. Those involved in sponsorship commonly try to limit it by restricting ambusher activity in event contexts. We introduce theoretical ideas around distinctiveness to explain that sponsors may actually fare better in terms of awareness outcomes when ambushers are present in the event context, if they strategically use ambusher presence to highlight their own distinctive sponsor status. Across two experiments we show that sponsor distinctiveness can be achieved by communicating sponsorship exclusivity in ambusher presence, and by facilitating juxtaposition of sponsor and ambusher messages. Results include increased recall to sponsor cues, and reduced recall to ambusher cues. The findings suggest ambusher restrictions may sometimes be counter-productive.

Retail shopping research recognizes that other consumers in a store can impact a consumer’s experience. However, the effects of accidental interpersonal touch (AIT) are only beginning to emerge in the literature. The current research presents three field experiments to illuminate the process that drives AIT effects. This research is the first to show that AIT effects are driven by arousal; specifically tense arousal rather than energetic arousal. The findings build on prior research to investigate moderators of the AIT effect – trait anxiety and social visibility. The findings show that AIT effects are amplified for anxious female consumers and situations where store bystanders activate feelings of embarrassment. Theoretical and managerial implications are offered.

This paper investigates the effects of crowdedness and in-restaurant safety measures on consumers’ restaurant patronage choices (eat-in vs. order takeaway vs. not patronize) and their perceptions during the COVID-19 pandemic. In an online experiment with 593 US consumers and 591 Australian consumers, we assess the effects of three levels of crowdedness (low vs. medium vs. high crowdedness) and four types of in-restaurant safety measures (none vs. partition vs. increasing distances between tables vs. not using in-between tables) by showing participants an image of the restaurant setting. Results show that US consumers are more sensitive to crowdedness, whereas Australian consumers are more sensitive to different types of safety measures, which greatly influence their patronage choices. In general, safety measures featuring social distancing are preferred over partitions, and there is no preferential difference between the measure of increasing distances between tables and the measure of not using in-between tables.

This research examines how a tourist’s degree of psychological entitlement (sense of deservingness) influences their responses to hotels that differ in cultural distance. Using a visit to China by Western tourists as a context, an experiment shows that entitled tourists respond more negatively to high cultural distance hotel environments compared with low cultural distance environments. Results are mediated by tourist irritation. Research contributions include demonstrating how entitlement moderates cultural distance effects, revealing tourist irritation as a mechanism that explains these effects, and showing how psychological entitlement influences how tourists react to hotel environments when visiting a foreign destination.

Gender identity is the extent to which an individual identifies with masculine or feminine personality traits. Sex roles in Western societies continue to evolve, so this research examines the developing relationship between gender identity and consumer responses to gendered branding. Grounded in self-congruency theory [Sirgy, M. J. (1982). Self-concept in consumer behavior: A critical review. Journal of Consumer Research, 9, 287–300], the present research reports an experiment that supports a congruence relationship between gender identity and brand response. Masculine consumers prefer masculine brands. The results also show incongruent brand rejection where masculine consumers react negatively to feminine brands although feminine consumers are more accepting of masculine brands. Further, the results suggest that gender identity is a more effective dimension for customer segmentation than biological sex. Overall, the results suggest that masculine brands are more effective than other gendered brand profil...

Two studies examine how a consumer’s awareness of marketing tactics influences the effectiveness of conclusion explicitness advertising (implicit, open-ended or explicit, closed-ended conclusions). Study 1 shows that persuasion awareness and conclusion explicitness influence brand evaluations. Persuasion aware consumers prefer implicit conclusions in comparative advertising that allow them to decide which brand is superior, rather than explicit conclusions which state the superior brand. Persuasion unaware consumers show no difference for conclusion explicitness. Brand trust mediates the results. Study 2 demonstrates the robustness of these effects. Research contributions include persuasion awareness as a moderator of conclusion explicitness effects and the role of trust as a mediator. For managers, results show how implicit conclusions can improve the brand evaluations of persuasion aware consumers.

How do celebrities like Gordon Ramsay appeal to consumers? This article examines one explanation. We study how celebrities appeal to consumers in the context of celebrity chefs. We examine how a consumer's self-concept clarity (SCC) interacts with their perception of the meaning that a celebrity endorser possesses. An experiment comparing fictional ads endorsed by different celebrity chefs yields the surprising result that consumers with a clear sense of who they are (high-SCC consumers) are more influenced by an ad featuring a celebrity high in meaning (Ramsay), whereas low-SCC consumers are influenced to slightly higher levels by a celebrity with lower levels of celebrity meaning.

Tourist individual differences, such as levels of knowledge, are increasingly recognized as influencing how people respond to information. However, little research has examined the role of consumer knowledge on responses to different components of cruise advertising information. Using input from an industry panel combined with insight and measures from the literature, the results of this field experiment show that consumer knowledge interacts with two aspects of advertising—testimonial expertise and advertising copy—to influence purchase intentions towards a cruise. The results offer important implications for researchers and tourism managers regarding how consumer knowledge influences which types of advertising information are most persuasive to consumers. Results also indicate that expert consumers have more favorable attitudes than novice consumers towards cruise advertising.

The theoretical contribution of this study lies with its focus on subjective experiencing, that is, the emotional convergence between feeling states, and perceptions of servicescapes and holiday activities. An empirical study models the impact of recreational needs on the perceived importance of destination attributes and intentions to participate in activities. A sample of prospective tourists was asked to indicate how important they considered servicescape elements to be in their general holiday planning. They were also asked to report on their emotional state (orientation) as a proxy for their needs for recreation, and to state their intention and likely involvement with holiday activities. Results suggest that those with high recreational needs (self-reflexive and inward-looking) regard elements of tourism servicescapes as significantly more important than those without (who are outward-looking and energetic), as well as show significant variations in their inclinations to be active and explorative at destinations. Rather, those with higher recreational needs as measured by combinations of lack of energy, self-confidence, and physiological well-being look for creature comfort, coziness, and familiarity, in other words, for things they already know and have experienced before. Subjective experiencing and service performance evaluations are thereby suggested to be influenced by emotional states. These states may also impact tourists' recognition of destination uniqueness as a major component of a destination's competitive advantage that cannot easily be copied. As a consequence, it may be worth reconsidering the role of recreation in tourism service design. Turning an inwardlooking focus bent on recreation to an outward-looking one interested in discovery would enable more tourists to more fully experience the destination before they leave.

Perspective taking involves mentally putting yourself in another's shoes and has been shown to offer interpersonal benefits, however, despite its use in campaigns targeting adolescents, it has been relatively neglected in marketing. This paper examines the moderating effect of entitlement in young adolescent consumers, focusing on perspective taking encouraging a prosocial behavior. This research extends existing marketing literature which to date has examined perspective taking in relation to adult behavior (Davis et al., 2004; Galinsky et al., 2008; Dietvorst et al., 2009), contributing to the study and understanding of adolescent consumers' consumer behavior. Three experiments were conducted which demonstrate that perspective taking benefits occur for nonentitled adolescents but not for entitled adolescents. Effects for perspective taking and entitlement are driven by evaluative concern for nonentitled adolescents and a perceived lack of relational closeness for entitled adolescents.

User-generated content where content is created and shared among consumers is of key importance to marketers. This study investigates consumer intrinsic and extrinsic motivation to understand why people create user-generated branded video content. Specifically, we examine the role of altruism (individual difference – intrinsic motivation), social benefits (extrinsic reward), and economic incentives (extrinsic reward) on intentions to create user-generated content. Results show that extrinsic rewards (economic incentives) result in more positive intentions to create user-generated content than intrinsic motivations. However, an effect for altruism is also evident revealing that high altruism consumers are more likely to create positive user-generated content. The implication of these findings is that marketers wanting to encourage user-generated content about their brands should target high altruism consumers and offer economic incentives for content creation.

How can marketers stop speeding motorists and binge drinking? Two experiments show that the beliefs consumers have about the degree to which they define themselves in terms of their close relationships (i.e., relational-interdependent self-construal (RISC)) offer useful insights into the effectiveness of communications for two key social marketing issues—road safety (Study 1, New Zealand sample) and alcohol consumption (Study 2, English sample). Further, self-referencing is a mechanism for these effects. Specifically, people who define themselves in terms of their close relationships (high-RISCs) respond most favorably to advertisements featuring a dyadic relationship (two people), and this favorable response is mediated by self-referencing. In contrast, people who do not include close relationships in their sense of self (low-RISCs) respond most favorably to self-reference advertisements featuring solitary models.

This study examines disillusioned consumers. The theory proposes that this is a group learning to lower their expectations of firm integrity and who, to avoid being let down, ignore marketing activity directly from the firm. This kind of exchange orientation develops as a response to consistent failure in perceptions of firm integrity. The research includes six studies, including over 600 adult consumers, to outline the development and validation of a measure of consumer disillusionment toward marketing activity. Completing the process provides a valid and reliable four-item measure. In addition, the study includes the assessment of the nomological validity of the construct. The nomological validation includes using cue utilization theory to predict that disillusioned consumers favor advertising that provides evidence of verifiable integrity. The validation experiment uses print advertising containing high and low verifiable integrity stimuli. Results confirm the theory with disillusioned consumers focusing less on the firm as source of information. Further, these consumers respond more favorably than non-disillusioned consumers to third party endorsers who serve to verify the firm's attempts to show integrity.

PurposeMarketers spend considerable resources to motivate people to consume their products and services as a means of goal attainment. Why people change their consumption behaviour is based largely on these goals; many products and services are used by consumers in an effort to attain hoped‐for selves and/or to avoid feared selves. Despite the importance for marketers in understanding how current performance influences a consumer's future efforts, this topic has received little attention in marketing research. The aim of this paper is to fill some of the gaps.Design/methodology/approachThe paper provides a theoretical framework and uses two studies to test this. Study 1, of 203 women, aged 27‐65, examines the predictions in the context of women and visible signs of skin aging. Feedback information is measured and approach and avoidance regulatory systems are manipulated by priming hoped‐for and feared possible selves. Study 2, of 281 undergraduate men and women, replicates the findings of Study 1 with manipulated feedback, using a different context (gym training) and a sample of both male and females.FindingsThe research shows that when consumers pursue a hoped‐for self, it is expectations of success that most strongly drive their motivation. It also shows why doing badly when trying to avoid a feared self is more motivating than doing well.Practical implicationsThe findings have important implications as they reveal how managers can motivate customers to keep using a product or service.Originality/valueThe paper makes several contributions to the consumer goal research literature since little is known about how positive (hoped‐for selves) and negative (feared selves) reference points in self‐regulation differentially influence consumer goal‐directed behaviour.

A favorable product country of origin (e.g., an automobile made in Germany) is often considered an asset by marketers. Yet a challenge in today's competitive environment is how marketers of products from less favorably regarded countries can counter negative country of origin perceptions. Three studies investigate how mental imagery can be used to reduce the effects of negative country of origin stereotypes. Study 1 reveals that participants exposed to country of origin information exhibit automatic stereotype activation. Study 2 shows that self-focused counterstereotypical mental imagery (relative to other-focused mental imagery) significantly inhibits the automatic activation of negative country of origin stereotypes. Study 3 shows that this lessening of automatic negative associations persists when measured one day later. The results offer important implications for marketing theory and practice.

The purpose of this article is to examine how a consumer’s weight control beliefs (WCB), a female advertising model’s body size (slim or large) and product type influence consumer evaluations and consumer body perceptions. The study uses an experiment of 371 consumers. The design of the experiment was a 2 (weight control belief: internal, external) X 2 (model size: larger sized, slim) X 2 (product type: weight controlling, non-weight controlling) between-participants factorial design. Results reveal two key contributions. First, larger sized models result in consumers feeling less pressure from society to be thin, viewing their actual shape as slimmer relative to viewing a slim model and wanting a thinner ideal body shape. Slim models result in the opposite effects. Second this research reveals a boundary condition for the extent to which endorser–product congruency theory can be generalized to endorsers of a larger body size. Results indicate that consumer WCB may be a useful variable to consider when marketers consider the use of larger models in advertising.

PurposeThis research has been conducted with the aim of determining if celebrity endorsers in political party advertising have a significant impact on UK voter intentions. The use of celebrity endorsements is commonplace in the USA, but little is known about its effects in the UK. This research also aims to incorporate the use of celebrity endorsements in political party advertising with the political salience construct. Political salience represents how prominent politics and political issues are in the minds of the eligible voter.Design/methodology/approachA 2 (endorser: celebrity; non‐celebrity)×2 (political salience: high; low) between‐subjects factorial design experiment was used. The results show that celebrity endorsements do play a significant role in attitudes towards the political advert, attitudes towards the endorser and voter intention. However, this effect is significantly moderated by political salience.FindingsThe results show that low political salience respondents were significantly more likely to vote for the political party when a celebrity endorser is used. However, the inverse effect is found for high political salience respondents.Practical implicationsThe results offer significant insights into the effect that celebrity endorsers could have in future elections and the importance that political salience plays in the effectiveness of celebrity endorsement. If political parties are to target those citizens that do not actively engage with politics then the use of celebrity endorsements would make a significant impact, given the results of this research.Originality/valueThis research would be of particular interest to political party campaigners as well as academics studying the effects of advertising and identity salience.

In two experiments, we study how the temporal orientation of consumers (i.e., future-oriented or present-oriented), temporal construal (distant future, near future), and product attribute importance (primary, secondary) influence advertisement evaluations. Data suggest that future-oriented consumers react most favorably to ads that feature a product to be released in the distant future and that highlight primary product attributes. In contrast, present-oriented consumers prefer near-future ads that highlight secondary product attributes. Study 2 shows that consumer attitudes are mediated by perceptions of attribute diagnosticity (i.e., the perceived usefulness of the attribute information). Together, these experiments shed light on how individual differences, such as temporal orientation, offer valuable insights into temporal construal effects in advertising.

This research examines how men react to male models in print advertisements. In two experiments, we show that the gender identity of men influences their responses to advertisements featuring a masculine, feminine, or androgynous male model. In addition, we explore the extent to which men feel they will be classified by others as similar to the model as a mechanism for these effects. Specifically, masculine men respond most favorably to masculine models and are negative toward feminine models. In contrast, feminine men prefer feminine models when their private self is salient. Yet in a collective context, they prefer masculine models. These experiments shed light on how gender identity and self-construal influence male evaluations and illustrate the social pressure on men to endorse traditional masculine portrayals. We also present implications for advertising practice.

In two experiments, we show how a consumer's susceptibility to normative influence (SNI) offers useful insights into the effectiveness of two types of testimonials: a typical person endorsement (Study 1) and a celebrity endorsement (Study 2). Specifically, we suggest that two variables moderate testimonial effects—SNI and product attribute information. Results show that in forming their evaluations, high-SNI consumers place a greater emphasis on the testimonial than on the attribute information. In contrast, low-SNI consumers are more influenced by attribute information. A mediation analysis shows that advertising attitudes for high-SNI consumers are mediated by testimonial thoughts, whereas the attitudes for low-SNI consumers are mediated by their attribute thoughts. Theoretical and managerial implications are presented.

In two experiments, we show that the beliefs women have about the controllability of their weight (i.e., weight locus of control) influences their responses to advertisements featuring a larger-sized female model or a slim female model. Further, we examine self-referencing as a mechanism for these effects. Specifically, people who believe they can control their weight (“internals”), respond most favorably to slim models in advertising, and this favorable response is mediated by self-referencing. In contrast, people who feel powerless about their weight (“externals”), self-reference larger-sized models, but only prefer larger-sized models when the advertisement is for a non-fattening product. For fattening products, they exhibit a similar preference for larger-sized models and slim models. Together, these experiments shed light on the effect of model body size and the role of weight locus of control in influencing consumer attitudes.

This paper examines consumers self-referencing as a mechanism for explaining ethnicity effects in advertising. Data was collected from a 2 (model ethnicity: Asian, white) x 2 (product stereotypicality: stereotypical, non-stereotypical) experiment. Measured independent variables included participant ethnicity and self-referencing. Results shows that (1) Asian exhibit greater self-referencing of Asian models than whites do; (2) self-referencing mediates ethnicity effects on attitude ( ie, attitude towards the model, attitude toward the add, brand attitude, and purchase intentions); (3) high self-referencing Asian have more favourable attitude towards the add and purchase intentions than low self referencing Asians; and (4) Asian models advertising atypical products generate more self-referencing and more favourable attitudes toward the model, A, and purchase intentions for both Asians and whites.

This article explores the process by which consumers evoke and thematize the fantastic imaginary when playing a fantasy-based trading card game. Interviews with 15 informants, all players of Magic: The Gathering, serve as data. The result is a new framework that reveals how the fantastic imaginary is evoked and thematized. A typology of thematizing strategies employed by consumers is also presented. Implications are discussed in relation to consumer research, imagination theory, literary theory of the evoked fantastic imaginary, and the imaginary in play.

The Internet theoretically enables marketers to personalize a Web site to an individual consumer. This article examines optimal Website design from the perspective of personality trait theory and resource-matching theory. The influence of two traits relevant to Internet Web-site processing - sensation seeking and need for cognition - were studied in the context of resource matching and different levels of Web-site complexity. Data were collected at two points of time: personality-trait data and a laboratory experiment using constructed Web sites. Results reveal that (a) subjects prefer Web sites of a medium level of complexity, rather than high or low complexity; (b) high sensation seekers prefer complex visual designs, and low sensation seekers simple visual designs, both in Web sites of medium complexity; and (c) high need-for-cognition subjects evaluated Web sites with high verbal and low visual complexity more favorably. http://search.proquest.com/docview/227681021?accountid=28962

Previous research into the use of explicit and implicit conclusions in advertising has yet to demonstrate consistent effects for both brand attitudes and purchase intentions. While research has examined the role of involvement, this study contributes by examining the trait called need for cognition (NFC), which addresses a person's propensity to engage in effortful thinking. In addition, this study introduces argument quality (AQ) as another potential moderator of conclusion explicitness effects. In a 2 × 2 experiment of 261 subjects, conclusion explicitness (explicit conclusion, implicit conclusion) and AQ (strong, weak) are manipulated, with NFC (high NFC, low NFC) as a third measured variable. Results indicate more favorable evaluations for implicit conclusions over explicit conclusions for high-NFC individuals. Further, implicit conclusions result in more favorable brand attitudes and purchase intentions when linked with strong AQ for high-NFC individuals. The findings confirm that conclusion explicit...

Since the advent of the internet, much speculation has ensued regarding its tangible benefits to business. This article looks at the effectiveness of email advertising to promote information to consumers. Within this email promotion context, and using data from a survey of 838 female Finnish consumers of a major international cosmetics brand, we investigate consumer perceptions of email advertising. Specifically, within an exploratory research context we address two research questions: (1) What email advertising factors may influence visits to the company website? and (2) What email advertising factors may influence visits to a physical (i.e., bricks-and-mortar) company sales outlet? Results suggest that email advertisers should strive to generate emails that are perceived as useful. Useful emails appear to influence consumers to visit the store primarily to either buy the product or view the product firsthand, rather than visit the company website. However, as consumers could not buy the advertised products from the website, these findings should be regarded as preliminary. Factors influencing perceptions of email advertising usefulness are explored along with limitations and future research directions.

Since the advent of the internet, much speculation has ensued regarding its tangible benefits to business. This article looks at the effectiveness of email advertising to promote information to consumers. Within this email promotion context, and using data from a survey of 838 female Finnish consumers of a major international cosmetics brand, we investigate consumer perceptions of email advertising. Specifically, within an exploratory research context we address two research questions: (1) What email advertising factors may influence visits to the company website? and (2) What email advertising factors may influence visits to a physical (i.e., bricks-and-mortar) company sales outlet? Results suggest that email advertisers should strive to generate emails that are perceived as useful. Useful emails appear to influence consumers to visit the store primarily to either buy the product or view the product firsthand, rather than visit the company website. However, as consumers could not buy the advertised products from the website, these findings should be regarded as preliminary. Factors influencing perceptions of email advertising usefulness are explored along with limitations and future research directions.

The main objective of this article is to study the impact of gender on mood effects in relation to attitude toward the ad and brand attitudes. Specifically, gender, mood state, and ad affective tone are posited to interact. Data from an experiment support two hypotheses predicting the most favorable combinations of mood and affective tone for males and females for attitude toward the ad. Findings also support previous research that female gender and sad moods, respectively, result in more detailed processing. Limitations and future research directions are discussed.

Despite their increasing use by advertisers, little research has examined the effectiveness of infomercials. This study explores the influence of infomercial advertisement design elements, such as the use of customer testimonials or expert comments, and consumer characteristics, such as level of prior interest in the advertised product, upon perceptions of advertising effectiveness. With the assistance of the New Zealand division of an international infomercial marketer, we conducted a survey of consumers who had bought products in response to viewing an infomercial. Based on 878 respondents, our findings indicate that infomercial advertising is more effective when employing expert comments, testimonials, product demonstrations, the use of target market models, celebrity endorsers, product comparisons, and bonus offers. Age also impacted how consumers view infomercials, as did the type of product purchased.

A content analysis of 191 music videos from New Zealand television examined three research questions: what levels and types of violence are evident? What products and brands are associated with violence? Do differences exist between different musical genres, and videos of New Zealand performers versus overseas artists? Results revealed that violence is evident in a significant proportion of music videos, and that particular products are associated with displays of people‐focused, object‐focused and combined types of violence. Furthermore, foreign heavy rock was not associated with people‐focused violence. Implications are discussed regarding perceptual context, encoding and marketing ethics.

Investigates the relationship between the fast‐forwarding of pre‐recorded television ads by consumers, known as zipping, and how this interacts with consumers seeing ads repeated while watching television. An issue which is yet to be examined in the literature. Reports on an experiment which studies the effects of ad zipping and repetition. Shows how these variables operate in an independent fashion for a New Zealand sample. These findings provide new insight for advertising strategists and also support previous empirical research. Discusses how zipped ads generate ad recognition, and repeated ads result in the higher recall of ad content.

Although the soap opera as a television genre has consistently captured the imagination of millions of people around the world, surprisingly little has been written about it in the marketing literature. Understanding the consumption imagery in soaps may allow marketers to assess the relevance of product placement for their promotion strategy better, as well as providing valuable insight into the consumption habits of their considerable viewing audiences. Data were collected through content analysis from two soap operas, one in the USA and one in New Zealand. The results indicated a high level of consumption imagery, including brand references. Furthermore significant differences in the types of product and the emotional outcome of product use were found between the countries.

Advertising research has generally not gone beyond offering support for a positive effect where ethnic models in advertising are viewed by consumers of the same ethnicity. This study offers an explanation behind this phenomenon that can be useful to marketers using self-reference theory. Our experiment reveals a strong self-referencing effect for ethnic minority individuals. Specifically, Asian subjects (the ethnic minority group) self-referenced ads with Asian models more than white subjects (the ethnic majority group). However, this result was not evident for white subjects. Implications for academics and advertisers are discussed.

Aim To identify key predictors and moderators of mental health ‘help-seeking behavior’ in adolescents. Background Mental illness is highly prevalent in adolescents and young adults; however, individuals in this demographic group are among the least likely to seek help for such illnesses. Very little quantitative research has examined predictors of help-seeking behaviour in this demographic group. Design A cross-sectional design was used. Methods A group of 180 volunteers between the ages of 17–25 completed a survey designed to measure hypothesized predictors and moderators of help-seeking behaviour. Predictors included a range of health beliefs, personality traits and attitudes. Data were collected in August 2010 and were analysed using two standard and three hierarchical multiple regression analyses. Findings The standard multiple regression analyses revealed that extraversion, perceived benefits of seeking help, perceived barriers to seeking help and social support were direct predictors of help-seeking behaviour. Tests of moderated relationships (using hierarchical multiple regression analyses) indicated that perceived benefits were more important than barriers in predicting help-seeking behaviour. In addition, perceived susceptibility did not predict help-seeking behaviour unless individuals were health conscious to begin with or they believed that they would benefit from help. Conclusion A range of personality traits, attitudes and health beliefs can predict help-seeking behaviour for mental health problems in adolescents. The variable ‘Perceived Benefits’ is of particular importance as it is: (1) a strong and robust predictor of help-seeking behaviour, and; (2) a factor that can theoretically be modified based on health promotion programmes.

Attempts to investigate differences in marketing imagery that exist between New Zealand produced and foreign music videos. Explores marketing imagery and role‐model behaviour differences by genre. Looks at culture by genre differences in consumption imagery. Indicates that New Zealand videos contained fewer depictions of alcohol, or weapons, drugs and tobacco or heavy rock and rap music than in foreign videos. Suggests that, by genre, rap has more sunglasses, earrings and jewellery than heavy rock or pop music. Provides directions for future research.

With its large population and increasingly open approach to foreign business dealings, China has been heralded as a land of opportunity for Western business. “What are the keys to business success?” Addresses this issue by Investigating key success factors for trade with China. Presents results from a survey of New Zealand organisations trading with China. Top‐ranking issues reveal a micro‐business focus (e.g. negotiation strategy, business etiquette). Low‐ranking issues include the need to understand advertising in China, and to have an intensive knowledge of the Chinese language. Correlations between importance and knowledge scores suggest that cultural issues are perceived as less important by those with a high degree of knowledge concerning trade relation intermediaries. Larger firms are also found to rate an understanding of negotiation strategy as more important than small firms.

Investigates the relationship between print advertisement wording and consumer interest in relation to cell phone promotion. Reports on an experiment involving two independent variables: message framing and felt involvement levels. Shows how these variables interact regarding attitudes towards cell phones for a New Zealand sample. These findings provide new insights as well as support for previous empirical research. Discusses theoretical and managerial implications and directions for future research.