• Asia Marketing Journal
• /
• v.18 no.1
• /
• pp.37-53
• /
• 2016

The purpose of this study is to show that the effectiveness of utilitarian versus hedonic attributefocused advertisement on product evaluation depends on the arousal level of positive emotion, and to explore mediation effect of cognitive response to utilitarian attribute-focused advertisement and affective response to hedonic attribute-focused advertisement on the effectiveness of utilitarian versus hedonic attribute-focused advertisement. This research employs a 2 (arousal level: mild vs. elevated) × 2 (advertisement type: utilitarian vs. hedonic) between-subjects design, and 200 undergraduate students participate in the experiment, in which there are 50 students at each experimental group. The results of ANCOVA with positive emotion level as a covariate on advertised product evaluation show significant interaction effect of arousal level and advertisement type, and no effect of positive emotional level. Both of the mediation effects of the cognitive response and those of the affective response are significant. Participants under mild (elevated) arousal of positive emotion more positively evaluate the product in utilitarian (hedonic) attribute-focused advertisement. The positive effect of utilitarian (hedonic) attributefocused advertisement on product evaluation is partially mediated by cognitive (affective) response to the advertisement when consumers are under the mild (elevated) arousal of positive emotion. The results of this study show that advertisers should use utilitarian (hedonic) attribute-focused advertisement to consumers under the mild (elevated) arousal of ambient positive emotion, which should be searched by exploring what kind of event they have experienced.

• Journal of Information Technology Services
• /
• v.13 no.3
• /
• pp.257-274
• /
• 2014

Social Network Services (SNSs) have grown to be new and promising tools of marketing. By referring to researches done on e-mail viral marketing, this paper operationizes SNS viral marketing effectiveness to accurately reflect marketing success in SNS environment, and tries to identify its affecting factors. As potential affecting factors, fan size, advertisement type, existence of engagement elicitation and incentive are identified. By sampling real advertisement postings on Facebook, we showed that fan size, advertisement type, and engagement elicitation are factors affecting SNS viral marketing success. This research expanded the conventional model of viral marketing into SNS settings to improve understanding on SNS viral marketing. Motivation is discussed as an important factor, and this research showed that viral campaign can be more successful when it triggers internal motivation to engage, but not the external motivation. This research could also be a guide for practitioners on how to post a successful advertisement in SNSs.

• International Journal of Advanced Culture Technology
• /
• v.5 no.2
• /
• pp.1-8
• /
• 2017

It is usually that some people who did not plan to buy anything walk into e-mart, but walk out with something in hands. Obviously, these people were stimulated and the result is purchasing something maybe are not really needed. As a consumer, sometimes we are interested in what somebody else is using, and sometimes we cannot help trying a kind of new drink when we found many of people around are drinking it. In this paper, conformity psychology's effect in the advertisement will be checked in the hope of helping improve the advertisement effectiveness.

• The Journal of Natural Sciences
• /
• v.13 no.1
• /
• pp.113-128
• /
• 2003

The purpose of his study was to investigate the effectiveness on clothing advertisement of three types of model, perception of model attributes by the clothing consumers, and difference in advertisement effectiveness according to perception of model attributes. Three types of advertisements for easy casual brand were selected, which are using celebrity, expert and general consumer models. The final analysis included 304 persons, who ranged from 16 to 25 in age. The statistics used analysis include ANOVA, Duncan's multiple range test, factor analysis and regression by the SPSS program. The result were as follow:1. The celebrity advertisement was the most effective type on all kinds of attitude changes (cognitive, emotional, and behavioral attitude changes) of consumers.2. The celebrity model received high scores on attractiveness and truthfulness; and the general consumer model received high scores on truthfulness and similarity.3. The amount of consumers attitude changes was different according to the perceptions of model attributes as well as the types of model.

• Journal of Fashion Business
• /
• v.9 no.4
• /
• pp.161-169
• /
• 2005

The purpose of this study was to examine effectiveness of congruence between brand image and advertisement model on fashion advertisement effect. 206 female college students were surveyed for this study. For this study, three hypothesis were set up as follows: First, if fashion brand image and advertisement model image are in congruence, consumers' product preference would be higher, compared to in disharmony. Second, if fashion brand image and advertisement model image are in congruence, consumers' advertisement attitudes would be higher, compared to in disharmony. Third, if fashion brand image and advertisement model image are in congruence, consumers' purchasing intention would be higher, compared to in disharmony. As the results, three all hypothesis were accepted. Based on these results, fashion marketing strategies regarding advertisement would be suggested.

• Journal of Distribution Science
• /
• v.13 no.5
• /
• pp.61-70
• /
• 2015

Purpose - This study investigates whether the effectiveness of self trait-advertisement versus communion-focused advertisement on product evaluations depends on a type of pride felt as ambient emotion. It also explores whether the mediating roles of cognitive and affective response to the effect of the advertisement type on product evaluation are moderated by types of pride such as hubristic pride or authentic pride. Research Design, Data, and Methodology - This research uses a restaurant service as the experimental object and employs a 2 (pride type: hubristic pride vs. authentic pride) × 2 (advertisement type: self trait-focused advertisement versus communion-focused advertisement) between-subjects design, with cognitive response and affective response as within-subject. Each experimental group consisted of 40 undergraduate students assigned to participate in the experiment. One questionnaire from the authentic pride and self-trait focused advertisement group and two questionnaires from the hubristic pride and communion-focused advertisement group were removed due to answer errors, resulting in a participant number of 157. The author conducts a 2 (pride type: hubristic pride vs. authentic pride) × 2 (advertisement type: self trait-focused advertisement versus communion-focused advertisement) ANOVA on advertised product evaluations, and to better understand the interaction effects, also conducts separate analysis of the hubristic and the authentic pride groups. Additionally, the study conducts mediated moderation analysis to check the mediation role difference of the cognitive response and the affective response to each advertisement on the interaction effects on product evaluations between the hubristic and the authentic pride groups. Results - The findings indicate that participants in the hubristic pride group more positively evaluate the product in self-trait focused advertisement, whereas participants in the authentic pride group more positively evaluate the product in communion-focused advertisements. In addition, the mediating role of cognitive response on the positive interaction effect of advertisement type and pride type on product evaluation is partially moderated by the pride type. However, the mediating role of affective response on the positive interaction effect of advertisement type and pride type on the product evaluation is not moderated by the pride type. Conclusions - The results of this study contribute to advertisement theory development by exploring interaction effects of ambient pride type and advertisement type on product evaluation, as well as to the theory of consumer behavior by exploring how pride type moderates the mediating roles of cognitive response on the positive interaction effect of advertisement type and pride type on product evaluation. From the perspective of the current research, advertisers should research what kinds of events consumers have experienced to increase the effectiveness of their advertisements, and use self-trait advertisements when consumers are grouped under ambient hubristic pride, and use communion-focused advertisements when consumers are grouped under ambient authentic pride. However, future research is necessary to discover the reasons why the mediating role of affective response to advertisements in the interaction effects of pride type and advertisement type on product evaluation is not moderated by pride type.

• The Journal of Health Technology Assessment
• /
• v.6 no.2
• /
• pp.114-122
• /
• 2018

Objectives: In this study, we evaluated the effectiveness of the typical anti-smoking advertisement on smoking cessation intention in citizens of Ulsan Metropolitan City. Methods: A total of 700 citizens (600 adults and 100 high school student) participated in face-to-face interviews survey using paper questionnaire. Three anti-smoking advertisements were used in this study; chronic obstructive pulmonary disease (COPD) patient video advertisement, tobacco hazard information advertisement, and COPD patient voice advertisement. Each participant randomly evaluated only one of the three non-smoking anti-smoking advertisements. Participants were asked whether they had seen or heard anti-smoking advertisements before and asked whether they understood the advertisement well. They also assessed the effectiveness of non-smokers to maintain smoking cessation and how effective it would be to help smokers quit. Results: Among the three anti-smoking advertisements, 54.8% of participants said that they watched COPD patient video advertisement before. More than 95% of participants said they can understood anti-smoking advertisements. Among the three anti-smoking advertisements, tobacco hazard information advertisement was evaluated to be most effective to maintain non-smokers' smoking cessation (234, 92.5%). Tobacco hazard information advertisement was also evaluated to be most effective to make smokers quit smoking (216, 84.7%). Conclusion: Anti-smoking advertisements have a positive effect on non-smoker's willingness to keep smoking and smokers' willingness to quit smoking. In future studies, it would be meaningful to look at the long-term effects of smoking cessation or to evaluate the effectiveness of the more various anti-smoking advertisements.

• Asia pacific journal of information systems
• /
• v.14 no.4
• /
• pp.99-122
• /
• 2004

In the past days, most of studies about website behavior and website advertisement have been mainly focused on the effectiveness of website advertisement and advertisement attitude. But the generic model of website click behavior via website advertisement has not been made and the leading theory of that has not been existed. This purpose of this research is to explore the effects of internet advertisement in website click behavior. Specially, I deal with the influence of advertisement attributes(informativeness, entertainment, attentiveness, uneasiness, website attitude and advertising attitude) which is gradually being increased or decreased to attract the website click behavior of internet users. Added to this, it is to examine the influence of two attitudes(advertisement attitude and website attitude) as mediating variables on website click behavior. Major findings of this research are summarized as follows: First, mediating effects of website attitude and advertisement attitude were tested significantly in affecting the website click behavior by website advertisement attributes(informativeness, entertainment, attentiveness, uneasiness). Second, the website attitude was affected by website advertisement attributes(informativeness, entertainment, attentiveness, uneasiness). And the advertisement attribute(except of entertainment and attentiveness) such as informativeness and uneasiness did significantly affected in the website click behavior. Also, the website click behavior was not affected but the website advertisement attitude, however the mediating effect was tested significantly.

• Journal of Communication Design
• /
• v.57
• /
• pp.44-53
• /
• 2016

Expected consumer's consumption propensity affected by advertisement using media facade and how this advertisement can affect consumer response and advertising effectiveness will be examined practically. This research showed TV advertisement and media facade advertisement to each participants of research in order to evaluate consumer response and effectiveness of media facade advertisement and took a survey. Research result, positive response was observed that consumer who were exposed of media facade advertisement showed more positive cognition/emotional response than TV advertisement. And effectiveness of media facade is more than standard. However, product attitude was not statistically positive. Therefore, it can be said that media facade advertisement does not affect positively on product attitude, but it is effective on purchase intention. Next, consumer who is exposed of media facade advertisement showed little low correlation on cognition response and product attitude, but showed positive correlation on cognition response, purchase intention, emotional response and product attitude. Accordingly, more positive consumer's cognition and emotional response is, the higher advertisement effect can be observed. Last, positive result were not presented in consumer's consumption propensity in regards to rational/emotional response. This means that it is invalid to state that consumer response differs for consumer propensity. Through result of experiment, a statement that media facade is a new media that has various possibility as advertisement mediator had been proved. Especially, as it shows that positive effect exists regardless of consumer's consumption propensity, use of media facade as marketing means is reasonable for firm in order to increase satisfaction of consumer and brand value.

• The Research Journal of the Costume Culture
• /
• v.20 no.5
• /
• pp.736-752
• /
• 2012

The purpose of this study was to identify the effectiveness of fashion banner advertising according to university students' attitudes toward internet advertisement(IA). Factors of IA were information, entertainment, negative, benefit, and topicality. A self-administered questionnaire was used for data collection. Subjects(n=678) were participated in the survey and they were segmented into IA positive group, IA intermediate group, IA indifferent group, and IA negative group. IA positive group included more women with higher household income and clothing expenditure. They preferred shopping at open market on-line malls. IA intermediate group included more women with lower income and clothing expenditure. They preferred shopping at on-line malls. IA indifferent group included more men with lower income and less clothing expenses. Banner advertisement with mixed appealing was the most effective to the university students in terms of preference and click and purchase intention. IA positive group showed the highest level of preference and click and purchase intention to the banner with rational appealing, banner with emotional appealing, and the banner with mixed appealing. IA indifferent group showed the lowest level. IA intermediate group showed a positive attitude to the banner with rational appealing and mixed appealing. IA negative group showed the lowest level of click and purchase intention to the banner with rational appealing.