182 research outputs found
Fear, threat and efficacy in threat appeals: message involvement as a key mediator to message acceptance
No full textThe influence of Country-of-Origin stereotypes on consumer responses to food safety scandals: The case of the horsemeat adulteration
No full textFood safety scandals are recurring events in the food industry worldwide and companies are not immune to these incidents. However, there is a paucity of studies that examine how consumers evaluate and respond to brands involved in food crises and how consumers’ prejudicial views about brands may bias these responses. Following attribution theory, the current study analyzes the psychological mechanisms through which consumers form judgments about a brand’s culpability in the aftermath of a food safety scandal. Furthermore, this study assesses how the dimensions of a brand’s country-of-origin (perceived competence and perceived warmth) affect the mechanism of blame attribution.
A real food crisis, the 2013 European horsemeat adulteration scandal, provides the framework for an experimental study with 816 Italian consumers. The results show that perceived country-of-origin warmth diminishes consumers’ perceptions of internal locus, stability, and controllability of the food incident, thus decreasing consumers’ attributions of blame toward the faulty brand. Perceived competence increases consumers’ perceptions of the controllability of the harmful behavior which leads to higher attributions of blame. Higher blame attribution leads to lower intentions to buy the brand in the future. Furthermore, when consumers perceive the food scandal as highly severe and when they are highly ethnocentric, perceived competence diminishes consumers’ perceptions of internal locus and stability of the food incident.
The theoretical contribution of the study and practical implications for food brand managers are addressed
Marketing public relations
No full text[Extract] Case study: The Demise of the Pan-pharmaceutical
In mid-2003, the suspension, on the grounds of having uncovered evidence of serious product safety and quality breaches (TGA, 2003), of the manufacturing licence of Australasia's largest manufacturer of herbal, vitamin, and nutritional supplements resulted in a series of product recalls: some 1,800 products were withdrawn in Australia and 11500 in New Zealand, making this by far the largest product recall in Australasian history. The company Pan-Pharmaceuticals1 manufactured not only its own product range, but also contract-manufactured products for a large number of companies under a range of brand names. The bulk of the affected company's activities were based in the Australian market, with the organization supplying 40 per cent of the Australian complementary medicines market, however, 15 per cent of its total sales were in the New Zealand market and smaller quantities of Pan-manufactured stock were available in some 40 countries. The impact of the withdrawal was therefore felt in countries as diverse as Vietnam, the UK, and Canada. The unprecedented scale of the withdrawal across so many brands had the potential for contamination of the reputations not only of the companies whose products were produced by Pan, but also companies who did not use Pan in any way, and impacted on the complementary and alternative medicines category as a whole
Advertising
No full text[Extract] New Zealand is one of only two countries that permit the advertising of prescription drugs direct to consumers (DTC). While it is an extremely controversial activity, DTC campaigns offer the opportunity to examine the role of advertising in fully integrated
communications campaigns. Xenical, a prescription-only weight reduction product used only for severe obesity, is marketed by Hoffman La Roche Ltd internationally. In New Zealand, the company is represented by Roche Products (NZ) Ltd. Xenical has a high level of product differentiation from competitive weight reduction products. The challenge for Roche Products in New Zealand was to develop a DTC promotional campaign for Xenical within the complex and restrictive provisions of the New Zealand legal and regulatory system. Several possible themes were pre-tested and the theme that scored highest in terms of likeability and matching consumer needs was developed into an integrated campaign with the following central theme
Marketing public relations
No full text[Extract] Case study: The Demise of the Pan-pharmaceutical
In mid-2003, the suspension, on the grounds of having uncovered evidence of serious product safety and quality breaches (TGA, 2003), of the manufacturing licence of Australasia's largest manufacturer of herbal, vitamin, and nutritional supplements resulted in a series of product recalls: some 1,800 products were withdrawn in Australia and 11500 in New Zealand, making this by far the largest product recall in Australasian history. The company Pan-Pharmaceuticals1 manufactured not only its own product range, but also contract-manufactured products for a large number of companies under a range of brand names. The bulk of the affected company's activities were based in the Australian market, with the organization supplying 40 per cent of the Australian complementary medicines market, however, 15 per cent of its total sales were in the New Zealand market and smaller quantities of Pan-manufactured stock were available in some 40 countries. The impact of the withdrawal was therefore felt in countries as diverse as Vietnam, the UK, and Canada. The unprecedented scale of the withdrawal across so many brands had the potential for contamination of the reputations not only of the companies whose products were produced by Pan, but also companies who did not use Pan in any way, and impacted on the complementary and alternative medicines category as a whole
Advertising
No full text[Extract] New Zealand is one of only two countries that permit the advertising of prescription drugs direct to consumers (DTC). While it is an extremely controversial activity, DTC campaigns offer the opportunity to examine the role of advertising in fully integrated
communications campaigns. Xenical, a prescription-only weight reduction product used only for severe obesity, is marketed by Hoffman La Roche Ltd internationally. In New Zealand, the company is represented by Roche Products (NZ) Ltd. Xenical has a high level of product differentiation from competitive weight reduction products. The challenge for Roche Products in New Zealand was to develop a DTC promotional campaign for Xenical within the complex and restrictive provisions of the New Zealand legal and regulatory system. Several possible themes were pre-tested and the theme that scored highest in terms of likeability and matching consumer needs was developed into an integrated campaign with the following central theme
De rol van emoties en symbolische merkassociaties in het adoptieproces van de elektrische auto
No full textIndustrial DesignIndustrial Design Engineerin
Telescopic ads on interactive digital television
No full textbehaviour, it also offers new advertising opportunities (Cauberghe & De Pelsmacker, 2006). One of them is the telescopic advertisement. This format consists of a “30-second TV ad with a call-to-action button with clickable content or micro sites featuring individual still screens providing additional product information” (Bellman & Varan, 2004, p. 2). When the viewer clicks on the call-to-action button, he or she leaves the linear broadcast stream to enter a dedicated advertising location (DAL). There, the viewer can navigate through the additional information, which can be structured in different layers. The purpose of this study is to investigate the impact of two aspects of the complexity of a telescopic ad by experimentally manipulating the amount of information and the level of interactivity in the DAL. Additionally, the role of time spent in the DAL is explored. </jats:p
Consumer Responses to Creative Media Advertising: A Literature Review
No full textThis paper provides an overview of the state of knowledge about creative media advertising; choosing a novel medium that implicitly communicates the message. It explains what creative media advertising is and how it differs from other unconventional marketing communication formats. It addresses the theoretical mechanisms that explain how creative media affect consumers. The paper presents a systematic literature review of all the empirical research about creative media advertising that explicitly compares its effectiveness with traditional media advertising. The 11 reviewed articles with 16 experiments appeared between 2005 and 2015. Overall creative media advertising generated positive evaluative outcomes (e.g., brand attitude) and behavior (e.g., word-of-mouth and sales). These effects were often mediated by a feeling of surprise and an increase in positive thoughts. It remains unclear whether creative media are perceived as persuasion attempts. Mixed findings exist for cognitive outcomes. Creative media advertising seems beneficial for creating strong brand associations, but brand memory might suffer from the technique if solving the link between the medium and the message takes away mental resources for the brand elements in the advertisement
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