Michael T. Elliott

PREDICTORS OF ADVERTISING AVOIDANCE IN PRINT AND BROADCAST MEDIA

Abstract The authors examine the predictors of ad avoidance in four media: magazines, newspapers, radio, and television. A national survey of 946 adults found that ad avoidance is most prevalent for television and magazines. The predictor variables were demographic characteristics, media-related variables, attitudes toward advertising in each medium, and communication problems related to advertising. Ad perceptions were the strongest predictors of ad avoidance and were best in differentiating print from broadcast media. The results indicate that age and income were the best demographic predictors across media. Breadth of media use was an important broadcast media predictor. Among the communication problems considered, search hinderance had the greatest effect on ad avoidance.

Factors that Affect Attitude Toward a Retail Web Site

As the expectations of online shoppers rise, their satisfaction with online retailers has declined. Using an online shopping scenario, undergraduate marketing students evaluated the effects of six web site factors and two individual difference variables on attitude toward a retail web site. Results indicate that five web site factors (ease of use, product information, entertainment, trust, and currency) affect consumer attitude toward a retail web site. The two individual difference variables (product involvement and online shopping experience) moderate the relationship between specific web site factors and attitude toward a retail web site. These findings suggest that online retailers should emphasize site factors that best suit the involvement/experience profile of their primary users.

The Antecedents and Consequences of Perceived Advertising Clutter

Abstract This research examines the causes and consequences of perceived ad clutter. Study 1 employs a national consumer survey to examine perceived ad clutter in magazines and television. It considers communication problems that impair search for content (hinder search), interrupt processing (disruption), or degrade the quality of media processing (distraction). Survey findings for both media suggest that the communication problems caused by advertising increase perceived ad clutter and that perceived ad clutter broadly affects perceptions and behaviors related to advertising and advertising media. Study 2 considers similar variables in an experiment using magazines. Experimental findings indicate that disruptive ads lower attitude toward ads in the vehicle and increase ad avoidance.

Independent and Interactive Effects of Exposure Sequence, Pioneership Awareness, and Product Trial on Consumer Evaluation of a Pioneer Brand

Prior theoretical research has established 3 sources of pioneer brand advantage: exposure sequence, product trial, and pioneer status. Researchers have studied only 1 source at a time and have not differentiated among the sources. Therefore, the question as to whether these sources contribute additively or nonadditively to the pioneer brand advantage is still an unanswered question. Moreover, this question increases in importance in proportion to the degree to which consumers are able to identify which brand is the pioneer in a given product class. This research presents the results of 2 studies using an experimental design and survey research approach, respectively, to examine the issues just discussed. The main finding of the 1 st study is a moderating effect of exposure sequence and trial on the impact of pioneership labeling in terms of sales expectations. Providing pioneer awareness positively affects sales expectations when a pioneer brand receives 2nd exposure to consumers as opposed to 1 st exposure. However, when both products have been tried, the trial experience tends to dominate the benefit of the pioneer label cue. The main finding of the 2nd study is that consumers are typically unaware of which brand is the pioneer in a given product class. These findings suggest managers of pioneer brands should consider including the brands pioneer status in marketing communications, particularly under the rather common occurrence when consumers have already been exposed to other brands and might be unaware of the pioneers true status.

An analysis of information content in infomercial programs

Abstract Although infomercials have altered the landscape of late-night commercial television, there has yet to be a study of the information content of this new advertising form. Using the Resnik and Stern method (23), this article assesses the information content of over 200 infomercials aired on major broadcast and cable networks. The findings indicate that infomercials averaged 5.82 information cues (far more than any other advertising media) and that product availability, components, and performance were the most frequently used information cues. The amount and types of information found in infomercials also varied by program format and product category.

Differences in the Portrayal of Blacks: A Content Analysis of General Media versus Culturally-targeted Commercials

Abstract The present study investigates the portrayal of blacks in television commercials through a comparative content analysis of the general media (“Big 3” networks) and a culturally-specific me...

Information Search and Purchase Patterns in a Multichannel Service Industry

For many consumer service industries, it is critical that marketers understand the segmentation implications of online information search. The potential migration of consumers from “brick-and-mortar” to “bricks-and-clicks” offers a unique perspective on multichannel strategies. This research considers how competitive forces, availability of consumer information, and the changing role of traditional channel structures (e.g., sales agents) might affect the search and purchase phases. In the context of the automotive insurance market, this research found significant differences in search preferences, benefit/cost perceptions, demographic characteristics, and psychographic characteristics among four information search segments. Key distinctions were identified between single channel and multichannel auto insurance consumers.

The Relationship of Beliefs and Exposure to General Perceptions of Infomercials

Abstract Infomercials are the object of both praise and criticism. A mail survey was conducted to determine the level and consequences of beliefs about infomercials-in-general. Results suggest that viewers hold positive and negative beliefs about infomercials and that these beliefs differentially affect general attitude and purchase intent regarding infomercials. The study also considers the effect of overall infomercial exposure on these relationships. The most influential beliefs are identified, and infomercial producers are advised to focus on beliefs that are most critical to their specific marketing strategies.

The Role of Affective Brand Commitment on Sales Effort

This research delineates the effects of salespeople’s affective brand commitment on their brand sales effort by proposing an integrated model incorporating the Theory of Planned Behavior (TPB) and the Motivation, Opportunity, and Ability (MOA) Theory. Using survey data collected from 136 field salespeople, the authors demonstrate that affective brand commitment not only positively influences sales effort, but also mediates the effects of salespeople’s attitude, self-efficacy, and intrinsic motivation on brand sales effort. The study also identifies an interesting three-way interaction effect of affective brand commitment, self-efficacy, and intrinsic motivation on sales effort. These results provide important implications for sales managers to develop appropriate sales force recruitment, sales training, and coaching strategies in order to improve sales performance.