Kenneth R. Lord

Product Placement in Movies: The Effect of Prominence and Mode on Audience Recall

Abstract A promotional strategy of growing interest is the placement of branded products in movies. An experiment compared the recall effectiveness of common product-placement strategies with each other and with advertising. Prominent placements elicited higher recall than did advertisements, which, in turn, outperformed subtle placements. The explicit mention of a product in the audio script (without a visual depiction) led to better recall than a subtle visual placement (without audio reinforcement). However, the addition of a complementary audio message did not significantly enhance the recall of a product that already enjoyed prominent visual display.

Comparative and Noncomparative Advertising: Attitudinal Effects under Cognitive and Affective Involvement Conditions

This study compares effectiveness of comparative and noncomparative advertising for products characterized by different levels of cognitive and affective involvement. Comparative advertisements induce more positive brand attitudes for products which elicit cognitive and affective motivations simultaneously. This happens because brand comparisons facilitate an attribute-based processing style which might otherwise succumb to the competing affective involvement. Noncomparative attribute-based ads yield more favorable attitudes toward the ad when affective involvement is high than when it is low. Comparative ads are also shown to positively influence brand switchers and have a negative impact on consumers loyal to competing brands.

Picture-based Persuasion Processes and the Moderating Role of Involvement

Although pictures have been shown to enhance the impact of persuasive communications, little is known about the robustness of such effects. This study examines how involvement moderates the process by which pictures affect brand attitudes and purchase intentions. The results show that involvements moderating role depends on whether pictures convey product-relevant information. Whereas the impact of affect-laden pictures devoid of product-relevant information declines as involvement increases, involvement exerts the opposite effect for product-relevant pictures. The results also demonstrate that the images evoked by pictures and thoughts about a pictures appropriateness play an important mediating role in the persuasion process underlying peripheral pictures. Coauthors are Sunil Bhatla, Kenneth R. Lord, Peter R. Dickson, and H. Rao Unnava. Copyright 1991 by the University of Chicago.

The combined influence hypothesis: Central and peripheral antecedents of attitude toward the ad

Abstract Two competing hypotheses relative to the formation of attitude toward the ad (Aad)provide the basis for an experiment. The peripheral-cue hypothesis views Aadas an outcome of consumer response to executional elements of an ad while the combined-influence hypothesis anticipates a joint effect of central message arguments and peripheral cues in Aadformation. Results supported the combined-influence hypothesis across varying levels of processing motivation and opportunity with differences in the relative magnitude of argument and cue effects consistent with The Elaboration Likelihood Model.

Program context antecedents of attitude toward radio commercials

A theoretical model of program context effects on attitude toward the ad (Aad) is developed and tested. Involvement in and liking for a program are shown to exert a positive influence on both claim and nonclaim components of Aad by enhancing commercial-processing motivation. Additional analyses replicate earlier findings that Aad mediates program influence on brand attitude and identify claim strength, appeal of nonclaim factors, and number of exposures as moderators of program effects on Aad.

The Effects of Program-induced Mood States on Memory for Commercial Information

Abstract Videotapes were employed to manipulate audience mood. Happy/uplifting and sad/depressing commercial messages were embedded in these videotapes. A significant interaction indicated that commercial messages generate greater recall when they are shown in programs that induce moods that are congruent with the mood of the commercial message than when they are incongruent. Planned contrasts revealed that the effect was in the expected direction for both commercials but significant only for the happy ad. In a test of the generalizability of the mood-congruity recall effect, supportive results are demonstrated for other programs and ads in two additional data sets.

Search dimensions, patterns and segment profiles of grocery shoppers

Abstract This research investigates the dimensions of consumer grocery search and identifies and profiles shopper segments based on distinctive patterns of search behavior. Results from a large random sample of US grocery shoppers reveal the existence of seven distinct search dimensions (coupons, prices, brand comparisons, advertised specials, multiple stores, published product evaluations, and word of mouth) and three segments (high, selective, and low search). Experiential, attitudinal, and demographic differences between segments are identified and areas of strategic relevance of the findings are highlighted.

Supplier Web‐page design and organizational buyer preferences

Gauges the accessibility of vendors to organizational customers and compares sellers’ approaches to online communication with the preferences expressed by buyers. A survey of organizational buying‐center members revealed that responding organizations relied at least partially on Web‐based research for a mean of 40 percent of purchases involving supplier/vendor search. Distinct segments are observed that differ in their desire for suppliers’ Web sites to provide information about purchase facilitators (e.g. online ordering, prices, product and services information), quality/performance assessment (e.g. financial statements, company profiles, certification information), and non‐purchase information (e.g. community activities, job opportunities, company news). An analysis of vendor Web sites demonstrates a need for more systematic inclusion of prices, online ordering, literature requests, answers to frequently asked questions, certification information and financial statements.

Response of buying‐center participants to B2B product placements

Purpose – The purpose of this paper is to review product‐placement research in the consumer‐marketing domain, examine the acceptability of the practice for buying‐center participants, and assess recall, attitude and purchase‐intention responses to B2B products placed in movie scenes.Design/methodology/approach – Achievement of the research objectives requires the collection of data from a sample of organizational buying‐center participants and their exposure to B2B placements in entertainment‐media contexts. Qualified participants observed a movie containing B2B products within the context of the feature. They then completed a short questionnaire concerning their observations and the impressions gained from that observation.Findings – Product placements, used prolifically to target household consumers, are beginning to expand into the B2B domain. This research reviews product‐placement research in the B2C domain and examines the acceptability of the practice for a sample of 127 buying‐center participants ...

The Cross-Border Consumer: Investigation of Motivators and Inhibitors in Dining Experiences

Consumers who cross national borders potentially participate in multiple consumption experiences. This study focuses on one of the most common—the dining experience. It examines the variables that motivate or inhibit crossing national borders to dine and profiles motivational segments of cross-border diners. A sample of 466 cross-border diners living near the U.S.-Canada border provided information about an array of potential influencing variables. Factor analysis revealed the existence of eight dimensions: ethnocentrism, value drivers, variety seeking, awareness, affective/social considerations, ease of border crossing, perceived differences between restaurants on the two sides of the border, and distance fromthe border. Ethnocentrism and affective/social considerations exerted the strongest influence on consumer cross-border-dining perceptions and behaviors. Three distinct motivational segments emerged—variety seekers, comfort seekers, and value seekers. Discussion profiles each segment, identifies marketing implications, and proposes relevant strategies.