Herbert Jack Rotfeld

There are Threats and (Maybe) Fear-Caused Arousal: Theory and Confusions of Appeals to Fear and Fear Arousal Itself

Abstract Most research in the area generally known as “fear appeals” has examined the persuasive effects and effectiveness of different types of threat-based communications on various groups of consumer subjects, often failing to distinguish between the threats, the literal communication stimuli, and the actual fear arousal response that different types of threats might engender. Building on a noteworthy exception to that pattern of past work, which provided a basis for a model of fear arousal, the authors further clarify the distinction between threats and psychological responses to the threats. They test an expanded model based on that distinction that provides further understanding of consumer fear arousal responses to advertising stimuli.

Toward an Associative Model of Advertising Creativity

Abstract It has been assumed that the associative process plays a central and important role in advertising creativity. Yet, although this assumption has long been recognized, we know very little, other than intuitively, about the creative process itself. This paper represents a preliminary inquiry into this gap of advertising theory, formulating an associative model for the individual copywriters creative process. More specifically, this study examines the relationship of associative ability, attitude, and creative ability, as conceptualized in the presented model. The findings suggest a direct and significant relationship among these three variables.

UNDERSTANDING ADVERTISING CLUTTER AND THE REAL SOLUTION TO DECLINING AUDIENCE ATTENTION TO MASS MEDIA COMMERCIAL MESSAGE

Purpose – In all mass media advertising, the increasing advertising to editorial ratio is causing audience inattention and consumer complaints. The usual solutions are more creative advertising or better hiding of the messages within the editorial content. This discussion aims to describe the real solution, first predicted by Howard Gossage five decades ago, which requires understanding the problem in historical perspective and maybe a shift back to some older practices.Design/methodology/approach – Uses a historical perspective plus the wisdom to Gossage to point out the potential salvation and future for effective advertising.Findings – More effective advertising would mean that there would be less of it.Originality/value – Abuse of audiences by intrusive advertising lowers the effectiveness of the entire communications form. For better advertising, there should be less of it and more targeted both in placement and content. This offers a more realistic statement of how advertising can maximize its persu...

Is Advertising Puffery Believed

Abstract There exists a legally unique class of literal advertising statements, puffery claims, that the law assumes to be incapable of causing any consumer deception. Based on the historic treatment of such claims before the law and “logical” interpretations of such claims by jurists, it is presumed that consumers recognize puffs as mere “sellers talk” that is not to be believed. These legal assumptions directly raise research questions about two possible ways puffs might cause actual deception: do substantial numbers of consumers believe puffs as literal facts? and, do consumers believe factual claims that might be implied by the puffs? Findings of any consumer belief of puffs or. what they imply (above a bare incidence) would be seen to contradict legal assumptions of consumer responses to such claims.

Fear Appeals and Persuasion: Assumptions and Errors in Advertising Research

Abstract “Mixed” findings from past research of high fear not always being more persuasive than lower fear communications are explained by suggesting that researchers might have been incorrect in assuming that a certain type of message would always engender the greatest degree of fear with all subjects. The oft-repeated “optimal level of fear” for persuasion is not a supported theory that explains such findings but a data artifact, resulting, in part, from unquestioned assumptions. Seeking applications, not questioning past research assumptions and being inspired by misperceptions of psychology data and theories, many advertising researchers have sought the chimera of “best” literal fear communications.

How Researchers Respond to Replication Requests

This note reports the results of a study that inquired into whether researchers actually maintain the information and materials necessary for replication and whether they are willing to provide them if requested to do so by other researchers.

Misplaced marketing: When marketing misplaces the benefits of education

Comments on the frequent inappropriateness of marketing education. Also addresses some of the inappropriate methods of marketing schools. Considers that certain schools that are unable to attract top students are tempted to misplace marketing by focusing the attention on a school’s “values” other than education, for instance after‐school activities, discipline, or teachers’ concerns for children’s self‐esteem. In college education, these benefits might include a sports team’s winning record, fraternity or sorority parties and local drinking establishments. Finally, expresses dissatisfaction that many students now view graduation as job certification, not as a mark of education.

Misplaced marketing: Who do you hire when the advertising audience isn’t you?

Focuses on the importance of marketing from the customers’ point of view when the target markets are in different demographic groups from those of the advertising agencies’ staff or marketing managers. States that mass communications work must take place within a context of understanding the target audiences’ subcultures; understanding does not require membership of those subcultures, but it does require empathy with them.

Misplaced marketing The real reason for the real bad advertising

Focuses on “bad” advertising commercials and asserts that such advertising is not because of a lack of creativity, entertainment value or money for production. Bad advertising is often because advertising creators fail to focus on potential end customers, and what they need to see and hear.

The cynical use of marketing to the unwitting consumer

Purpose – To show how marketing is accused of having all sorts of powers to control consumers and segmentation itself is often accused of abusing consumers, and yet there are many times when marketing people who should know better unethically abuse consumer targets’ naive willingness to believe all sorts of nonsense.Design/methodology/approach – Points out the potential unethical nature of marketing practices that could take advantage of consumers’ inability to know or understand the truth of the matter.Findings – A growing number of books and articles describe the limits of human understanding, or how there are many things people believe that are not true. For some people, ignorance is simply a point of view. Yet it is patently unethical when marketing people take materials they know are false and sell to people not able to know better.Practical implications – Marketing is not inherently unethical, but the worst of practices make all others look bad. At best, many marketing decision makers are too often ...