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From apathy to ambivalence: How is persuasion knowledge reflected in consumers' comments about in-game advertising?
"... In today's fragmented media environment, advertising in videogames (i.e. in-game advertising) is an increasingly appealing marketing communication tool to reach a targeted and captive audience, especially the elusive and hard-to-reach 18 -34-year-old demographic. This article develops a concep ..."
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In today's fragmented media environment, advertising in videogames (i.e. in-game advertising) is an increasingly appealing marketing communication tool to reach a targeted and captive audience, especially the elusive and hard-to-reach 18 -34-year-old demographic. This article develops a conceptual framework that adapts the persuasion knowledge model to consumers' views of in-game advertising. The propositions are tested in a content analysis of consumer comments about brands in videogames collected on 21 online forums. The results show that the interplay between knowledge types is reflected in gamers' comments about in-game advertising. The absence of persuasion knowledge is reflected in more positive comments about the practice, but consumers who express both topic and agent knowledge also express more positive views of it. A key finding is that, when all three knowledge types are activated, consumers express ambivalent thoughts about the practice, and ambivalence is actually more common than univalent or apathetic views. The findings collectively suggest a nuanced approach to the relationship between persuasion knowledge and consumers' opinions of new advertising formats.
Form of Simple Future Tense
"... Although essential for psychology, introspective self-talk has rarely been studied with respect to its effects on behavior. Nevertheless, the interrogative compared to the declarative form of introspective talk may elicit more intrinsically motivated reasons for action resulting in goaldirected beha ..."
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Although essential for psychology, introspective self-talk has rarely been studied with respect to its effects on behavior. Nevertheless, the interrogative compared to the declarative form of introspective talk may elicit more intrinsically motivated reasons for action resulting in goaldirected behavior. In Experiment 1, participants were more likely to solve anagrams if they prepared for the task by asking themselves whether they would work on anagrams as opposed to declaring that they would. In the following three experiments, merely writing Will I as opposed to I will as part of an ostensibly unrelated hand-writing task produced better anagram-solving performance and stronger intentions to exercise, suggesting that priming the interrogative structure of self-talk is enough to motivate goal-directed behavior. This effect was found to be mediated by the intrinsic motivation for action and moderated by the salience of the word order of the primes. Interrogative self-talk and intention 2
Rhetorical Strategies of Consumer Activists: Reframing Market Offers to Promote Change
, 2013
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BUYER BEWARE: CONSUMER RESPONSE TO MANIPULATIONS OF ONLINE PRODUCT REVIEWS
"... Buyer beware: consumer response to manipulations of online product reviews ..."
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Buyer beware: consumer response to manipulations of online product reviews
