Clinton Amos

Exploring the relationship between celebrity endorser effects and advertising effectiveness

This study provides a quantitative summary of the relationship between celebrity endorser source effects and effectiveness in advertising. The Kruskal-Wallis nonparametric test is used to identify the most influential celebrity endorser source effects on effectiveness. The role of celebrity/product fit, interaction effects, sample type, study setting, and country of study are also included as moderators. Results suggest negative celebrity information can be extremely detrimental to an advertising campaign. The source credibility model composed of celebrity trustworthiness, celebrity expertise, and celebrity attractiveness appears to capture the three most influential source effects on purchase intentions, brand attitudes and attitudes towards the advertisement.

The Freegan phenomenon: anti‐consumption or consumer resistance?

Purpose – This paper aims to investigate collective identity construction process and applicability of resistance dimensions to the Freegan phenomenon.Design/methodology/approach – Data triangulation approach combines netnography of the Freegan online discourses, and content analysis of mainstream consumer views of Freeganism.Findings – Participation in shared practices facilitates Freegan collective identity construction through convergence of radical consumer resistance and market‐mediated anti‐consumption.Research limitations/implications – Multi‐dimensional conceptualization of resistance is applicable to analyzing consumer movements.Originality/value – Through data triangulation, this research offers an analysis of internally negotiated and externally ascribed Freegan group identities.

Generating a Visceral Response

The research applies the theory of visceral influences to investigate the effects of visceral cues in a weight loss advertising context. Three visceral cues are addressed: proximity of reward, visual prime, and vividness of reward. Predictions are derived and three experiments are designed to examine the effects of visceral cues in weight loss advertisements. Results indicate that visceral cues are associated with greater buying impulse, attitudes toward the product, attitudes toward the advertisement, and purchase intentions. A high level of involvement with body weight is shown to increase respondent susceptibility to the visceral cues. Implications for theory and research in advertising are discussed.

“Natural” labeling and consumers’ sentimental pastoral notion

Purpose – This study aims to investigate the appeal of “natural” labeling and builds on past research which suggests that people may have a naive pastoral view of nature and natural entities. “Natural” labeling is pervasive in supermarkets across the USA. Design/methodology/approach – This paper employs a multi-method approach to examine consumer perceptions and beliefs about products labeled “natural”. Qualitative responses are solicited to examine the images and feelings that come to mind when consumers see “natural” labeling on a food product. Two experiments are conducted to examine consumers’ evaluations of “natural” labeling on both food and supplement products. Findings – The results of three studies suggest that “natural” labeling evokes positive feelings and sentimental imagery associated with a pastoral view of nature. These perceptions reinforce beliefs that food and supplement products labeled “natural” possess positive instrumental benefits such as health advantages, lack of contamination and...

Does consumer scepticism negate the effects of visceral cues in weight loss advertising

The theory of visceral influences posits that certain drive states are commonly associated with impulsive behaviour, and that cues that maximise a reward’s temporal and hedonic appeal can even persuade wary consumers. In this research we examine the effects of visceral cues in a weight loss advertising context on both sceptical and non-sceptical individuals, given that past examinations by the FTC had revealed the potentially visceral nature of weight loss advertising. The purpose of this study is to investigate the effects of visceral cues in a weight loss advertising context, and to examine whether or not ad scepticism can diminish the effects of visceral cues. Results from two experimental studies indicate that visceral cues that emphasise vividness of reward and provide a visual prime have attention-narrowing and impulse-inducing effects that persist regardless of ad scepticism. Implications and future directions of the findings are subsequently discussed.

Testing a Model of Users' Web Risk Information Seeking Intention

This study aims to understand the web risk information seeking intention of end users. Applying the risk information seeking and processing model (RISP), this paper examines end users’ web risk information seeking intention. Hypotheses are proposed concerning the intention to seek information about one emerging web risk: cross site scripting. Data were collected from 201 college students in the southern United States. The results suggest that information insufficiency, informational subjective norm, and affective response are positively related to web risk information seeking intention. In addition, informational subjective norm and negative affect are positively related to information insufficiency. Negative affect is determined by perceived vulnerability and perceived severity of the web risk. The study proves RISP to be an adequate model to use in the web risk context and provides an enriched understanding about users’ intention to seek web risk information.

Please Clap! How Customer Service Quality Perception Affects the Authenticity of Sustainability Initiatives

Why do some companies gain image benefits from sustainability investments and others do not? The extant literature posits that consumer perceptions of authenticity influence reactions to a company’s sustainability efforts. Thus, consumers’ preconceived notions about a firm may influence the firm’s return on sustainability investments. Through behavioral experiments, employing Social Judgment Theory, Availability, and Affect Heuristics, we assess how a firm’s service quality perception influences a consumer’s appraisal and response to its sustainability efforts. We find that preexisting positive service perceptions reinforce and amplify consumers’ sustainability attributions. By contrast, negative service perceptions undermine sustainability returns, engendering cynicism toward sustainability initiatives.

A Model of End Users' Web Threats Information Processing

Abstract Many threats have appeared with an increasingly sophisticated web platform. To cope with these threats, end users have to gather and process relevant information. There are two modes of information processing: systematic processing and heuristic processing. Using the heuristic-systematic model, the study shows the influence of involvement and information insufficiency on the processing mode. The study finds that high involvement is positively related to systematic processing, while low involvement is negatively related to heuristic processing. Information insufficiency has a significant negative relationship with heuristic processing but no significant relationship is found between information insufficiency and systematic processing. The study also shows that systematic processing has a positive relationship with the intention of following recommended protective actions while heuristic processing has a negative relationship with this intention. The results shed light on the role of processing mode related to web threat information.

Exploring Impact Philanthropy, Altruistic, Hedonic, and Egoistic Motivations to Support Animal Causes

This study examines altruistic, hedonic, impact philanthropy, and egoistic motivational dimensions in regard to support for an animal sanctuary. A cross-sectional sample of animal-sanctuary supporters is obtained. The findings indicate that impact philanthropy motives are the most substantial motivational dimension, while egoistic motives are the least substantial. Respondents reported hedonic and altruistic motives as the second most influential dimension for supporting the animal sanctuary. Furthermore, hedonic and impact philanthropy motives are strongly associated with sanctuary visitation, while hedonic motives are associated with membership. Gender and age are also examined in this study; results indicate that women are more altruistic than men, a finding supported by past research. Implications of these findings are explored from both academic and managerial perspectives.

Information Disclosure on a Chinese Social Media Platform

The study examines drivers of information disclosure on a Chinese social media platform. Drawing on the privacy calculus theory, a research model is developed to simultaneously investigate the roles of perceived benefits vs. risks in users’ disclosure behavior. Analysis of survey data collected from 221 Weibo users revealed that, while the perception of benefits is strongly related to information disclosure, the perceived risks do not affect the disclosure behavior. In addition, findings also suggest that government intrusion concern is significantly related to perceived risk, while identification with Weibo community is significantly related to perceived benefits of information disclosure.