Marjolein Moorman

The effects of magazine-induced psychological responses and thematic congruence on memory and attitude toward the ad in a real-life setting

Abstract The effects of context-induced psychological responses have primarily been studied in experimental television settings. Contrary to previous research, this study examines the effects of context-induced psychological responses on the processing of magazine advertisements. Furthermore, a real-life survey design was used instead of an experimental design. Test ads were placed in the regular circulation of three magazine titles, and a representative sample of subscribers (n=263) was interviewed face-to-face. In addition to psychological responses, the influence of thematic congruence between magazines and advertisements was studied. Results show that magazine-induced liking and positive feelings had a positive influence on attitude toward the ad. Furthermore, thematically congruent advertisements were better remembered than incongruent advertisements.

The Effects of Program Responses on the Processing of Commercials Placed at Various Positions in the Program and the Block

ABSTRACT The aim of this study was to test if valence and intensity dimensions of responses to general programming affect commercial processing in everyday life. Results from analyses on data from a large telephone survey showed that indicators of program-induced valence and intensity significantly affected several advertising processing measures. Intensity had a positive impact on measures of attention and recall, while valence was positively related to attitude toward the advertisement. Next, we investigated the moderating influences of variations in commercial placement on these relations. We found that effects of intensity and valence on commercial processing were stronger for interrupting blocks than shoulder blocks. However, the position of the commercial within the block did not have an impact on these carryover effects.

Program-Involvement Effects on commercial Attention and Recall of Successive and Embedded Advertising

Research on context effects has demonstrated a link between program-induced involvement and recall of commercials broadcast in breaks. However, the effect of program-induced involvement on recall of advertising embedded in the program itself has been understudied. In addition, little consideration has been given to the antecedents of program involvement. The present study aims to address these gaps. Results from a naturalistic field study show an attention spill-over effect on both embedded and successive advertising. The results further demonstrate that program involvement is a function of various personal factors, related to enduring topic involvement and social viewing environment.

Parent Versus Child Reports of Parental Advertising Mediation: Exploring the Meaning of Agreement

In a survey among 360 parent-child dyads (children aged 8–12 years), parent and child reports of parental advertising mediation activities were examined. The first aim was to investigate how parent-child agreement in reporting mediation differed by family and child factors. Results showed that agreement was highest in communication-oriented families and between parents and girls. The second aim was to examine the role of agreement in predicting the mediation outcome (i.e., reduced materialism). Both measures predicted the mediation outcome, but its effectiveness was contingent on parent-child agreement. Mediation was most effective when parents and children both reported that parents often discussed advertising.

Political news with a personal touch: How human interest framing indirectly affects policy attitudes

Journalists increasingly use personal exemplars in news stories about political issues. This study experimentally investigated how such human interest framing indirectly affects political attitudes via the way people attribute responsibility of an issue. Results show that exposure to human interest-framed television news increased attribution of responsibility to the government for the portrayed problem, which in turn decreased support for the government to cut public spending on this issue. This article explains how and why these findings are in line with exemplification theory but run counter to findings of studies on episodic framing effects.

Social Media DNA: How Brand Characteristics Shape COBRAs

As online platforms such as Facebook, Twitter, and YouTube have greatly expanded people’s opportunities to communicate with each other about brands the social media phenomenon has established a new dynamic in the area of marketing communications (Dholakia and Durham, Kaplan and Haenlein,). Consumers have become a brand’s most important persuasion vehicle. Instead of passively receiving marketer-generated content consumers in social media era actively advocate (or, for that matter, thrash) brands by engaging in online activities centred around brands and brand-related content. For instance, they share the videos that other consumers have uploaded on Absolut Vodka’s YouTube channel, talk with other consumers about IKEA on Twitter, or upload pictures of their newly purchased Converse sneakers to Facebook, where their new pride is their peers to see and awe upon.

News With an Attitude: Assessing the Mechanisms Underlying the Effects of Opinionated News

Opinionated news targets communities of likeminded viewers, relies on dramaturgical storytelling techniques, and shares characteristics with political satire. Accordingly, opinionated news should be understood as a specific form of political entertainment. We have investigated the mechanisms underlying the effects of opinionated news on political attitudes using an experimental design that employed manipulated television news items. Findings confirm that opinionated news positively affects policy attitudes via its presumed influence on others and subsequent perceptions of the opinion climate. However, opinionated news also negatively affects attitudes via hostile media perceptions and evoked anger, especially for people with incongruent political preferences. Due to these opposing processes, we found no total effect of opinionated news on policy attitudes. Conditions are discussed under which either the positive or the negative indirect effect is likely to dominate.

Developing a Classification of Motivations for Consumers’ Online Brand-Related Activities

With the advance of new and highly interactive media technologies, internet users have become active seekers and producers of content (Livingstone, 2004). Social media provide internet users with unparalleled opportunities and completely different ways to interact. Myriad so-called social media platforms, popular examples of which are YouTube, Facebook and Epinions, facilitate a multitude of online activities based on communicating, interacting, expressing, sharing, creating, and publishing user-generated content about anything, including brands (Hawkes and Gibbon 2008). For instance, people watch videos on Absolut Wodka’s YouTube channel, talk about IKEA on Twitter, or upload pictures of their new Converse sneakers to Facebook.