Marcello Tedeschi

L’effetto paese d’origine sul comportamento del consumatore verso i prodotti cause related: intenzione all’acquisto, disponibilità a pagare e valutazione delle iniziative di cause related marketing

L’obiettivo del presente lavoro di ricerca e quello di investigare il ruolo dell’effetto del paese d’origine nel contesto delle iniziative di cause related marketing. Le ipotesi riguardano l’influenza delle credenze relative al paese d’origine del prodotto sull’intenzione all’acquisto e sulla percezione da parte dei consumatori di tali iniziative. Lo studio consiste di un disegno sperimentale 2X2 between subjects. I risultati mostrano influenze significative del paese d’origine sulla attrattivita del prodotto, sull’intenzione all’acquisto, sulla disponibilita a pagare e sulla percezione di utilita sociale della iniziativa. La provenienza del prodotto non ha effetti rilevanti sull’atteggiamento e sull’importanza attribuita alla mission causa sociale.

Sexual stimuli in advertising: The opposite sex effect

Sexual stimuli in advertising often evoke an emotional state able to shape both attitude towards the advertisement and towards the brands that interact in fostering consumers’ purchase intention. These relationships can be influenced by the interaction between the gender of the respondent and the gender of the model (opposite sex effect). The present study focuses on the interaction between brand and advertising attitude and their conjoint effect on purchase intention in the light of the opposite sex effect. Results show that such effect influences the attitude towards the advertisement while it does not emerges whit reference to attitude towards the brand and purchase intention. Implications for advertising and brand management are discussed.

Consumer Responses to Explicit Sexual Stimuli in Advertising: Artistic vs Provocative Style

This study extends prior research on sexual appeal advertising by developing a model of consumer responses to explicit sexual stimuli conveyed through different expressive styles (artistic versus provocative). A between-subjects experimental design (N=369) was conducted. The theoretical model includes ad-, brand- and behaviour-related variables. Structural equation modelling was used to estimate the hypothesized relationships. Findings reveal that the use of an artistic format stimulates a better response than the use of images in merely provocative poses. From a female consumer perspective, all paths were positive and significant when exposed to the artistic nudity stimuli, with the only exception of the positive emotions-purchase intention relationship. Results suggest a moderating role of the mode of representing sexual images on attitude-intention relationships. From a male consumer perspective, the response was similar, but any effect was present between attitude towards the advertisement and purchase intention. Support was found for a moderating influence of expressive styles on positive emotion-attitude towards the brand relationship. The paper sheds new lights on the way explicit sexual stimuli can be represented, offering a contribution to improving the communication effectiveness of products and brands that exploit sexual stimuli.