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Ads are watching me - A view from the interplay between anthropomorphism and customisation
Marina Puzakova, Joseph F. Rocereto and Hyokjin Kwak, International Journal of Advertising, Vol. 32, No. 4, 2013, pp. 513-538
With the advancement of technological platforms, the use of recommendation agents that can provide highly customisable solutions has become more ubiquitous.
With the advancement of technological platforms, the use of recommendation agents that can provide highly customisable solutions has become more ubiquitous. Marketing academics and practitioners alike have begun to investigate various communication styles and functionality designs of such decision aid systems. One variant of a design of a recommendation agent is to imbue it with humanlike features (i.e. to anthropomorphise it). However, academic research is silent with respect to whether this type of design would lead to more favourable consumer evaluations. To fill this gap, our research investigates the downstream consequences of anthropomorphising a recommendation agent, when the recommendation itself may require the exchange of personally sensitive information, and the message is customised. The results of two experiments reveal that, when a message is customised, the effect of an anthropomorphised recommendation agent on attitude towards the advertisement is predominantly negative and is mediated by consumers’ unwillingness to provide personal information to an anthropomorphic recommendation agent, as well as by greater psychological resistance towards the advertisement. Our research concludes with theoretical and practical implications, as well as further research directions.
Assessing the cross-cultural applicability of tailored advertising - A comparative study between the Netherlands and Poland
Ewa Maslowska, Edith G. Smit and Bas van den Putte, International Journal of Advertising, Vol. 32, No. 4, 2013, pp. 487-511
This study compares the effectiveness of tailored advertising in two European Union member states: a longstanding member with a long history of advertising, the Netherlands; and a new member with a shorter advertising tradition, Poland.
This study compares the effectiveness of tailored advertising in two European Union member states: a longstanding member with a long history of advertising, the Netherlands; and a new member with a shorter advertising tradition, Poland. The positive effects of tailored advertising are hypothesised to be stronger among Polish consumers than among Dutch consumers because of the different advertising traditions in these two countries. A between-subjects experiment is conducted to test individuals’ responses to tailored versus generic advertisements for an unknown face-cream brand. The results show that tailoring is effective in influencing message attitudes, brand attitudes and purchase intentions, but only for Polish consumers. This tailoring effect is mediated by involvement with the message, message relevance and scepticism about the message. These findings suggest that tailored advertising can be used successfully in less marketing-savvy countries such as Poland, but that it may not be effective in more marketing-savvy countries such as the Netherlands.
The Theory and Practice of Advertising: Counting the Cost to the Customer
Pierre Berthon, Karen Robson and Leyland Pitt, Journal of Advertising Research, Vol. 53, No. 3, 2013, pp. 244-246
This paper argues that advertising is frequently intrusive, causing consumers to try to avoid it. It urges marketers to consider their advertising in terms of cost to the consumer (in attention, time and emotional response), and to consider the way in which this diminishes the marketers' message.
This paper argues that advertising is frequently intrusive, causing consumers to try to avoid it. It urges marketers to consider their advertising in terms of cost to the consumer (in attention, time and emotional response), and to consider the way in which this diminishes the marketers' message. This problem is exacerbated by technology lowering the cost of accessing consumers, and therefore consumers coming into contact with advertising much more frequently.
Using Neuromarketing to Discover How We Really Feel About Apps
Melody Adhami, International Journal of Mobile Marketing, Vol. 8, No. 1, Summer 2013
Mobile marketing agency Plastic Mobile and neuromarketing firm True Impact Marketing use cutting-edge neuromarketing technology to determine what really resonates with users when browsing, selecting and purchasing items on mobile.
Mobile marketing agency Plastic Mobile and neuromarketing firm True Impact Marketing use cutting-edge neuromarketing technology to determine what really resonates with users when browsing, selecting and purchasing items on mobile. The two firms used brain-imaging technology to gather insights on how users are feeling and reacting to mobile commerce experiences. Thirty participants used the iPhone to navigate three transactional applications through a pre-determined purchase path while using EEG and eye tracking hardware. These devices analyzed the emotional and attentional activation of the brain, and what aspects of the applications saw the most visual attention. Participants were asked to complete two surveys, one before and one after using the applications, to garner information on the implications of mobile applications to brand perception. Results showed that users do not always say what they are really thinking or seeing, that apps have a significant impact on overall brand perception and that user experience impacts on whether or not the user shops in the app.
Chinese Consumers' Perceptions Toward Smartphone and Marketing Communication on Smartphone
Huan Chen, Fang Liu and Tingting Dai, International Journal of Mobile Marketing, Vol. 8, No. 1, Summer 2013
Qualitative research was conducted to explore Chinese consumers' perceptions of smartphones and marketing information on smartphones.
Qualitative research was conducted to explore Chinese consumers' perceptions of smartphones and marketing information on smartphones. Findings indicated that Chinese consumers' interpretations were largely shaped by their previous experiences with computer usage. The study also revealed the multiple barriers of mobile marketing on smartphones in the context of China. Theoretical and practical implications are offered.
Understanding the Orientation of Gen Y Toward Mobile Applications and In-app Advertising in India
Varsha Jain, Ketaki Bhave and Subhadip Roy, International Journal of Mobile Marketing, Vol. 8, No. 1, Summer 2013
Mobile marketing in India is expected to reach INR 1.2 trillion by the end of 2013, an 8% increase from INR 1.1 trillion in 2012.
Mobile marketing in India is expected to reach INR 1.2 trillion by the end of 2013, an 8% increase from INR 1.1 trillion in 2012. Smartphones are being used extensively in India by Generation Y individuals (those born between 1980-2000). The rise in smartphone usage is attributed to usage of mobile applications. The marketers are trying to cash in on this trend by approaching consumers through phone media. Since a majority of the heavy users belong to Gen Y, it is important to study how they interact with brands through mobile applications. This study attempts to comprehend Gen Y's attitude toward in-app advertising and branded applications. The authors adopt a qualitative approach to understand the consumer insights. Focus group discussions and in-depth interviews have been used to comprehend perception, liking and preference toward mobile applications and in-app advertising of Gen Y. The major determinants that formulated the attitude of consumers pertaining to in-app advertising were found to be: involvement with the app, hindrance caused by the ad, screen size, contextualization, personalization, relevance, credibility, permission, control and incentives. The study provides relevant insights for practitioners and also provides a scope for further research in the area.
You've Got Mobile Ads! Young Consumers' Responses to Mobile Ads with Different Types of Interactivity
Jay (Hyunjae) Yu, International Journal of Mobile Marketing, Vol. 8, No. 1, Summer 2013
This exploratory study investigates young consumers' responses to mobile ads that use different types of interactivity: consumer-message interactivity, consumer-marketer interactivity, and consumer-consumer interactivity.
This exploratory study investigates young consumers' responses to mobile ads that use different types of interactivity: consumer-message interactivity, consumer-marketer interactivity, and consumer-consumer interactivity. The results indicate that young consumers have significantly different attitudes (positive or negative) toward mobile ads with different levels of interactivity. In other words, companies should reconsider their optimistic view that consumers will welcome all types of mobile ads. The responses from some participants even indicate that they not only dislike mobile ads, but also sometimes dislike the brand of the mobile ad.
How Strong is the Pull of the Past? Measuring Personal Nostalgia Evoked by Advertising
Altaf Merchant, Kathryn LaTour, John B. Ford, and Michael S. LaTour, Journal of Advertising Research, Vol. 53, No. 2, 2013, pp. 150-165
Marketers frequently evoke personal nostalgia in their advertising. To date, scales have been developed to measure the propensity to get nostalgic but not the actual dimensions of personal nostalgia.
Marketers frequently evoke personal nostalgia in their advertising. To date, scales have been developed to measure the propensity to get nostalgic but not the actual dimensions of personal nostalgia. Results from four studies show that advertising-evoked personal nostalgia comprises four correlated but distinct dimensions: past imagery, positive emotions, negative emotions, and physiological reactions. This multidimensional scale showed a high level of validity and reliability. Moreover, due to careful choice of sampling frames, the study demonstrates a high level of external generalizability. Evaluating nostalgia-based advertising using the study’s multidimensional scale may provide marketers with strategic insights for developing and fine-tuning advertising aimed at inducing nostalgia among consumers.
Mythbuster: Brands as thought leaders
Les Binet and Sarah Carter, Admap, June 2013, pp. 9-9
This article argues against the common perception that brands can function as "thought leaders". Instead, the authors suggest, real consumers do not talk about brands in their day-to-day lives; brands are much less influential than marketers tend to think.
This article argues against the common perception that brands can function as "thought leaders". Instead, the authors suggest, real consumers do not talk about brands in their day-to-day lives; brands are much less influential than marketers tend to think. Ordinary people have more important things to think and talk about than brands. This is evidenced by recent neuroscience research that shows that brain activity decreases when a consumer regards a well-known brand than a lesser-known brand: familiarity means that strong brands are literally "no brainers". Brands can be useful - but they are peripheral to most people's lives.
10 truths about advertising
India Wooldridge, Admap, June 2013, pp. 14-15
This article highlights 10 key truths that the advertising industry itself must face before it can change its public image and attract new talent.
This article highlights 10 key truths that the advertising industry itself must face before it can change its public image and attract new talent. Among these is the fact that many people see advertising as an integral and accepted part of culture, even if those in the industry think it has a negative image. However, as a profession, advertising is seen as a very dated version of creativity and is not registering as a desirable employment option. Advertising needs to shift its focus from a business-to-business to a business-to-consumer model and needs to celebrate its true economic impact, because people have higher expectations of business and brands than ever before.
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