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170
Commercial Scenarios for the Web: Opportunities and Challenges
- Journal of Computer-Mediated Communication
, 1995
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Fear appeals in social marketing: Strategic and ethical reasons for concern
- Psychology and Marketing
, 2004
"... This article criticizes the predominant use of fear appeals in social marketing. Laboratory studies, which have been the basis for most of the research on fear appeals and which generally suggest that high fear works, have limitations that include forced exposure, short-term measurement, and an over ..."
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This article criticizes the predominant use of fear appeals in social marketing. Laboratory studies, which have been the basis for most of the research on fear appeals and which generally suggest that high fear works, have limitations that include forced exposure, short-term measurement, and an overdependence on student samples. Although, unfortunately, field research evaluations of fear appeals are few, they usually reveal that fear has both weaker effects and unintended deleterious effects in real-world social marketing campaigns. Ethical concerns about fear appeals include maladaptive responses such as chronic heightened anxiety among those most at risk and, paradoxically, complacency among those not directly targeted, and increased social inequity between those who respond to fear campaigns, who tend to be better off, and those who do not, who tend to be the less educated and poorer members of society. Alternatives to fear appeals are the use of positive reinforcement appeals aimed at the good behavior, the use of humor, and, for younger audiences, the use of postmodern irony. © 2004 Wiley Periodicals, Inc. Fear appeals are once again popular in health campaigns and in advertising by charity organizations. Recent campaigns aimed at smoking prevention
Derniame (Editor
- Lecture Notes in Computer Science 635: Software Process
, 1992
"... Contract No. DE-AC03-76SF00515This document, and the material and data contained therein, was developed under sponsorship of the United States Government. Neither the United States nor the Department of Energy, nor the Leland Stanford Junior University, nor their employees, nor their respective cont ..."
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Contract No. DE-AC03-76SF00515This document, and the material and data contained therein, was developed under sponsorship of the United States Government. Neither the United States nor the Department of Energy, nor the Leland Stanford Junior University, nor their employees, nor their respective contractors, subcontractors, or their employees, makes any warranty, express or implied, or assumes any liability of responsibility for accuracy, completeness, or usefulness of any information, apparatus, product or process disclosed, or represents that its use will not infringe privately owned rights. Mention of any product, its manufacturer, or suppliers shall not, nor is it intended to, imply approval, disapproval, or fitness of any particular use. A royalty-free, nonexclusive right to use and disseminate same for any purpose whatsoever, is expressly reserved to the United States and the University. Prepared for the Department of Energy under contract number DE-AC03-76S00515 by Stanford
Race and Beauty: A Comparison of Asian and Western Models in Women’s Magazine Advertisements
"... Over the past 30 years, the literature on how women are depicted in advertising has been strongly influenced by studies conducted in the U.S. and Europe and may not fully describe the ways in which women are depicted in advertising across cultures. In this study we analyzed advertisements collected ..."
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Over the past 30 years, the literature on how women are depicted in advertising has been strongly influenced by studies conducted in the U.S. and Europe and may not fully describe the ways in which women are depicted in advertising across cultures. In this study we analyzed advertisements collected from women’s fashion and beauty magazines in Singapore, Taiwan, and the United States to compare the ways in which Western and Asian models were portrayed in print advertisements. We found that although demure dress was used most often for both races, Western models were shown more frequently than Asian models in seductive dress. Western models were also posed more often than Asian models as the Seductive beauty type. Product categories also differed. Asian models were used more frequently in advertisements for hair and skin beauty products, whereas Western models dominated the clothing category. The findings suggest that Western models are used more than Asian models in advertisements which are “body ” oriented, and that Western models are used in advertisements in Asia when the underlying marketing strategy is that “sex sells.” KEY WORDS: advertising; women; gender; beauty; Asia. An extensive literature has evolved over the
Analyzing twitter for social tv: Sentiment extraction for sports
- in Proceedings of the 2nd International Workshop on Future of Television
, 2011
"... As TV watchers tweet about how they feel and what they see, they produce valuable information not only about the TV program but also how engaged they are to the program. We have already built a web service, SportSense, which recognizes major events in the US National Football League (NFL) games with ..."
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As TV watchers tweet about how they feel and what they see, they produce valuable information not only about the TV program but also how engaged they are to the program. We have already built a web service, SportSense, which recognizes major events in the US National Football League (NFL) games within 40 seconds after an event takes place by analyzing data retrieved from Twitter in real-time. In this paper, we report our effort to extend SportSense to extract TV watchers‟ sentimental reaction to major events in live broadcast sports games in real-time and present our ongoing work that leverages SportSense for a social TV system that enables TV watchers to better select interesting programs in real-time and to produce personalized program summaries and enables advertisers to customize ads based on recognized events and extracted audience sentiments.
Pooling and Dynamic Forgetting Effects in Multi-Theme Advertising: Tracking the Advertising Sales Relationship with Particle Filters
- MARKETING SCIENCE
, 2008
"... Firms often use a pool or series of advertising themes in their campaigns. Thus, for example, a firm may employ some of its advertising to promote price-related themes or messages and other of its advertising to promote product-related themes. This study examines the interdependence that can occur b ..."
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Firms often use a pool or series of advertising themes in their campaigns. Thus, for example, a firm may employ some of its advertising to promote price-related themes or messages and other of its advertising to promote product-related themes. This study examines the interdependence that can occur between pairs of themes in a pool (i.e., pooling effects), the impact of these pooling effects on the allocation of advertising expenditures, and the factors that can affect forgetting rates (or, conversely, carry-over rates) in a multitheme advertising environment. The study measures pooling, wear out, and forgetting (carry-over) effects for a campaign that uses five different advertising themes. To obtain these measures, I extend the linear Nerlove-Arrow (NA) (1962) model to a nonlinear model of advertising theme quality and goodwill and estimate the extended model using Markov chain Monte Carlo (MCMC) and particle filtering ideas. Particle filtering belongs to a class of sequential Monte Carlo (SMC) methods designed to estimate nonlinear/nonnormal state space models. Results show that forgetting (or carry-over) rates may be time varying and a function of prior goodwill (past advertising) and other advertising variables. Results show, moreover, that pooling effects can reduce theme wear out and, in turn, significantly improve advertising efficiency.
2003a, ‘E-Commerce and small and medium enterprises (SMEs) in regional communities
- in Proceedings of the Chartered Institute of Marketing Inaugural Conference
"... E-commerce is considered to provide substantial benefits to business, including SMEs (Small and Medium Enterprises), largely by way of improving efficiencies and raising revenue. It also offers the creation of opportunities for new businesses. Yet the rate of adoption of e-commerce by SMEs in Austra ..."
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E-commerce is considered to provide substantial benefits to business, including SMEs (Small and Medium Enterprises), largely by way of improving efficiencies and raising revenue. It also offers the creation of opportunities for new businesses. Yet the rate of adoption of e-commerce by SMEs in Australia has been slower than anticipated. The competitive nature of business requires that organisations, especially SMEs, develop and sustain any possible competitive advantage. Increasingly this requires that the tools of e-commerce not just enable electronic transactions to occur, but also to transform internal systems and help build relationships with customers. Despite this, these benefits are not being realised due to the lower than expected adoption rate. These issues are discussed generally and then developed in an exploratory manner by way of three case studies of SMEs located in Hervey Bay, a regional area in Queensland. They range from an organisation offering tourist services online, a niche provider creating and commissioning commercial art, and a multi-media firm. The purpose of investigating these SMEs is to identify the factors leading to their adoption of e-commerce, their use of e-commerce and to consider the success or otherwise of these businesses as a consequence. This is an ongoing research project.
THE EFFECT OF CONTENT ON PERCEIVED AFFECT OF SUPER BOWL COMMERCIALS
"... Although content analysis has been widely used to study advertising across a number of different communication situations, rarely is the content of advertisements connected to the effect they have on consumers. Super Bowl commercials in particular have not attracted a great deal of attention from re ..."
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Although content analysis has been widely used to study advertising across a number of different communication situations, rarely is the content of advertisements connected to the effect they have on consumers. Super Bowl commercials in particular have not attracted a great deal of attention from researchers, and not much is known about their content or the impact these commercials have on consumers. Our study explores the content of commercials shown during the 1996-2002 Super Bowls and uses USA Today Ad Meter scores as a dependent variable. The findings suggest that in Super Bowl commercials higher levels of affect are associated with advertising goods rather than services, using emotional appeals, avoiding straight announcements as a message format, including animals, and not making quality claims. Our results also indicate that the most favorably rated advertisements in the sample differ from the lowest rated advertisements along a number of dimensions. 1
ii UNDERSTANDING CONSUMERS ’ ONLINE SHOPPING AND PURCHASING BEHAVIORS
, 2004
"... Thesis Approved: _________________________________________ Thesis Adviser ..."
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Thesis Approved: _________________________________________ Thesis Adviser
A STUDY OF THE EFFECT OF RISK-REDUCTION STRATEGIES ON PURCHASE INTENTIONS IN ONLINE SHOPPING
"... The rise of online shopping has gradually changed consumer behavior. Not only does it offer convenient shopping with a variety of products, but also allows quick price comparisons and fast access to product information. Though it has developed rapidly in recent years, it is still perceived immature ..."
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The rise of online shopping has gradually changed consumer behavior. Not only does it offer convenient shopping with a variety of products, but also allows quick price comparisons and fast access to product information. Though it has developed rapidly in recent years, it is still perceived immature due to risks. This study is to explore the differences between the perceived risks and risk reduction strategies by different product types, as well as the effects of online shopping experiences and consumer innovation on perceived risks. And it also examines insecure factors formed by perceived risks in online shopping and consumers ’ risk mitigation plans, and eventually determines if risk reduction strategies encourage consumers ’ purchase intention. The study finds that experience goods possess a higher perceived risk than search goods does, and therefore requires a more effective risk reduction strategy. Abundant online shopping experiences are more helpful in handling perceived risks of shopping. Innovative characters are capable in taking more risks. Perceived risks are positively associated with risk reduction strategies. Finally, risk reduction strategies increase consumers ’ purchase intention.
