Behavioral Marketing最新文献

{"title":"Perceptual Defense of HIV and AIDS Advertisement: A Study on Youth of India","authors":"Mridula Mishra, Paromita Goswami","doi":"10.2139/ssrn.983464","DOIUrl":"https://doi.org/10.2139/ssrn.983464","url":null,"abstract":"India, with one of the youngest population in the world, and the third largest number of HIV and AIDS affected people, is in crying need of effective awareness and prevention campaigns. In orthodox Indian society, HIV and AIDS campaigns are subject to viewers' skepticism as they are related to culture, and people are quite sensitive in processing the information disseminated. The content of the advertisement, language and mode of expression are some of the factors that affect the consumers' choice of viewing an advertisement. With this view a two fold attempt has been made. Firstly, a study of the feeling developed in the minds while processing the same campaign which is broadcasted in different media vehicle has been done. Secondly, the study has aimed to examine that if there is a perceptual defense of anti-AIDS campaigns with negative affect. The results and inferences have been discussed with an objective of increasing the effectiveness of such campaigns.","PeriodicalId":321301,"journal":{"name":"Behavioral Marketing","volume":"48 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2008-03-25","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"127729111","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Time Will Tell: The Distant Appeal of Promotion and Imminent Appeal of Prevention","authors":"Cassie Mogilner, Jennifer L. Aaker, Ginger L. Pennington","doi":"10.1086/521901","DOIUrl":"https://doi.org/10.1086/521901","url":null,"abstract":"What types of products are preferred when the purchase is immediate versus off in the distant future? Three experiments address this question by examining the influence of temporal perspective on evaluations of regulatory-framed products. The results reveal that when a purchase is about to be made, consumers prefer prevention- (vs. promotion-) framed products-an effect that is driven by the pain anticipated from potentially failing one's looming purchasing goal. When a purchase is temporally distant, however, promotion- (vs. prevention-) framed products become more appealing-an effect that is driven by the anticipated pleasure from achieving one's distant purchasing goal. Implications for the psychology of self-regulation, anticipated affect, and willpower are discussed. (c) 2008 by JOURNAL OF CONSUMER RESEARCH, Inc..","PeriodicalId":321301,"journal":{"name":"Behavioral Marketing","volume":"28 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2008-02-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"124022393","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Adaptive Self-Explication of Multi-Attribute Preferences","authors":"O. Netzer, V. Srinivasan","doi":"10.2139/ssrn.1077434","DOIUrl":"https://doi.org/10.2139/ssrn.1077434","url":null,"abstract":"In this research we propose a web-based adaptive self-explicated approach for multi-attribute preference measurement (conjoint analysis) with a large number (ten or more) of attributes. In the empirical application reported here the proposed approach provides a substantial and significant improvement in predictive ability over current preference measurement methods designed for handling a large number of attributes. Our approach also overcomes some of the limitations of previous self-explicated approaches. Two methods are commonly used to estimate attribute importances in self-explicated studies: ratings and constant-sum allocation. A common problem with the ratings approach is that it does not explicitly capture the tradeoff between attributes; it is easy for respondents to say that every attribute is important. The constant-sum approach overcomes this limitation, but with a large number of product attributes it becomes difficult for the respondent to divide a constant sum among all the attributes. We developed a computer-based self-explicated approach that breaks down the attribute importance question into a sequence of constant-sum paired comparison questions. We first used a fixed design in which the set of questions is chosen from a balanced orthogonal design and then extend it to an adaptive design in which the questions are chosen adaptively for each respondent to maximize the information elicited from each paired comparison question. Unlike the traditional self-explicated approach, the proposed approach provides (approximate) standard errors for attribute importance. In a study involving digital cameras described on twelve attributes, we find that the predictive validity (correctly predicted top choices) of the proposed adaptive approach is 35%-52% higher than that of Adaptive Conjoint Analysis, the Fast Polyhedral approach, and the traditional self-explicated approach, irrespective of whether the part-worths were estimated using classical or hierarchical Bayes estimation. Additionally, the proposed adaptive approach reduces the respondents' burden by keeping the number of paired comparison questions small without significant loss of predictive validity.","PeriodicalId":321301,"journal":{"name":"Behavioral Marketing","volume":"14 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2007-11-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"130199483","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"On the Consumption of Negative Feelings","authors":"Eduardo B. Andrade, Joel B. Cohen","doi":"10.1086/519498","DOIUrl":"https://doi.org/10.1086/519498","url":null,"abstract":"How can the hedonistic assumption (i.e., people's willingness to pursue pleasure and avoid pain) be reconciled with people choosing to expose themselves to experiences known to elicit negative feelings? We assess how (1) the intensity of the negative feelings, (2) positive feelings in the aftermath, and (3) the coactivation of positive and negative feelings contribute to our understanding of such behavior. In a series of 4 studies, consumers with either approach or avoidance tendencies (toward horror movies) were asked to report their positive and/or negative feelings either after (experiment 1) or while (experiments 2, 3A, and 3B) they were exposed to a horror movie. We demonstrate how a model incorporating coactivation principles and enriched with a protective frame moderator (via detachment) can provide a more parsimonious and viable description of the affective reactions that result from counter-hedonic behavior.","PeriodicalId":321301,"journal":{"name":"Behavioral Marketing","volume":"60 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2007-10-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"132007995","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"A Model of the Cognitive and Emotional Processing of Rhetorical Works in Advertising","authors":"B. Huhmann","doi":"10.4324/9781315704029-11","DOIUrl":"https://doi.org/10.4324/9781315704029-11","url":null,"abstract":"This book chapter develops an extensive model of the processing of rhetorical works (i.e., figurative language and visual rhetoric). The model synthesizes two theories - experimental aesthetics, which has explained the processing of creative works (e.g., art, geometric shapes, music, and product designs), and the resource-matching perspective, which holds that processing approaches optimization when resource demand matches the resources that an audience is willing and able to make available. The model's combination of these two theories clarifies phenomena (e.g., the Wundt curve or the components of resource demand) that are otherwise unaccounted for. Further, the model subsumes previous research on advertising rhetoric into a single unified explanation. Additionally, extending the resource-matching perspective to encompass emotional appeals expands the scope of advertising rhetoric research into the unexplored emotional component of rhetorical works. This model should also make important contributions to the literature by suggesting theoretically supported hypotheses for future research.","PeriodicalId":321301,"journal":{"name":"Behavioral Marketing","volume":"51 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2007-09-27","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"122181377","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"When the Same Prime Leads to Different Effects","authors":"S. Wheeler, Jonah A. Berger","doi":"10.1086/518547","DOIUrl":"https://doi.org/10.1086/518547","url":null,"abstract":"Research on priming effects has shown that primes with widely shared associations (i.e., stereotypes) affect the subsequent behavior of people in consistent ways (i.e., acting stereotypically). In this article, we present two experiments that show that the same primed construct can have different effects on the subsequent choices of different groups of people. These differences in effects are attributable to the groups having different prime associations. These results highlight the importance of understanding unique, personal associations to primes and suggest that segmentation is also important for predicting nonconsciously influenced choices.","PeriodicalId":321301,"journal":{"name":"Behavioral Marketing","volume":"62 3 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2007-09-27","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"126962079","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Preferences for Psychological Enhancements: The Reluctance to Enhance Fundamental Traits","authors":"J. Riis, J. Simmons, Geoffrey P. Goodwin","doi":"10.2139/ssrn.967676","DOIUrl":"https://doi.org/10.2139/ssrn.967676","url":null,"abstract":"Four studies examined young healthy individuals' willingness to take drugs intended to enhance various social, emotional, and cognitive abilities. We found that people were much more reluctant to enhance traits believed to be highly fundamental to the self (e.g., social comfort) than traits considered less fundamental (e.g., concentration ability). Moral acceptability of a trait enhancement strongly predicted people's desire to legalize those enhancements, but not their willingness to take those enhancements. Ad taglines that framed enhancements as enabling rather than enhancing the fundamental self increased people's interest in a fundamental enhancement, and eliminated the preference for non-fundamental over fundamental enhancements.","PeriodicalId":321301,"journal":{"name":"Behavioral Marketing","volume":"96 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2007-08-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"132521131","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Path Data in Marketing: An Integrative Framework and Prospectus for Model-Building","authors":"Sam K. Hui, P. Fader, Eric T. Bradlow","doi":"10.2139/ssrn.930141","DOIUrl":"https://doi.org/10.2139/ssrn.930141","url":null,"abstract":"Many datasets, from different and seemingly unrelated marketing domains, all involve \"paths\" - records of consumers' movements in a spatial configuration. Path data contain valuable information for marketing researchers because they describe how consumers interact with their environment and make dynamic choices. As data collection technologies improve and researchers continue to ask deeper questions about consumers' motivations and behaviors, path datasets will become more common, and play a more central role in marketing research. To guide future research in this area, we review the previous literature, propose a formal definition of paths, and derive a unifying framework that allows us to classify different kinds of paths. We identify and discuss two primary dimensions (characteristics of the spatial configuration and the agent) as well as six underlying sub-dimensions. Based on this framework, we cover a range of important operational issues that should be taken into account as researchers begin to build formal models of path-related phenomena. We close with a brief look into the future of path-based models, and a call for researchers to address some of these emerging issues.","PeriodicalId":321301,"journal":{"name":"Behavioral Marketing","volume":"6 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2007-08-07","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"128378601","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Tightwads and Spendthrifts","authors":"Scott I. Rick, Cynthia Cryder, G. Loewenstein","doi":"10.2139/ssrn.898080","DOIUrl":"https://doi.org/10.2139/ssrn.898080","url":null,"abstract":"Consumers often behave differently than they would ideally like to behave. We propose that an anticipatory pain of paying drives \"tightwads\" to spend less than they would ideally like to spend. \"Spendthrifts,\" by contrast, experience too little pain of paying and typically spend more than they would ideally like to spend. This article introduces and validates the \"spendthrift-tightwad\" scale, a measure of individual differences in the pain of paying. Spending differences between tightwads and spendthrifts are greatest in situations that amplify the pain of paying and smallest in situations that diminish the pain of paying. (c) 2007 by JOURNAL OF CONSUMER RESEARCH, Inc..","PeriodicalId":321301,"journal":{"name":"Behavioral Marketing","volume":"42 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2007-06-28","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"127566790","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Jack of All Trades or Master of One? Product Differentiation and Compensatory Reasoning in Consumer Choice","authors":"A. Chernev","doi":"10.1086/510217","DOIUrl":"https://doi.org/10.1086/510217","url":null,"abstract":"This research examines consumer reactions to two common positioning strategies: a specialized-positioning strategy in which an option is described by a single feature, and an all-in-one strategy in which an option is described by a combination of features. The empirical data reported in this article demonstrate that a product specializing on a single attribute is perceived to be superior on that attribute relative to an all-in-one option, even when this attribute is exactly the same for both options. It is further shown that the observed devaluation of the all-in-one option can be mitigated by introducing another attribute on which the all-in-one option is inferior to the specialized option.","PeriodicalId":321301,"journal":{"name":"Behavioral Marketing","volume":"56 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2007-03-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"132533102","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}