Patricia A. Stout

Assessing the Effects of Animation in Online Banner Advertising

Abstract The present study attempts to examine the effects of animated banner ads, as well as the moderating effects of involvement, on each stage of the hierarchy of effects model, and to explore the applicability of the hierarchy of effects model to the banner advertising environment through an online experiment. The results provide support for the notion that animated banner ads prompt better advertising effects than do static ads. Animated banner advertising has better attention-grabbing capabilities, and generates higher recall, more favorable Aad, and higher click-through intention than static ads. Furthermore, an individual’s product involvement moderates the effects of animated banner advertising on recall, Aad, and click-through intention. However, the study does not provide solid evidence of the feasibility of the traditional hierarchical model (Cognition -> Affect -> Behavior) in the online banner advertising environment. Several implications and limitations of these results are discussed, and future research is suggested.

Measuring Emotional Response to Advertising

Abstract Understanding how consumers respond emotionally to advertising is necessary before we can understand the relationship between emotional response and advertising effectiveness. In this study, emotion is conceptualized as a multidimensional construct. A typology is presented which addresses how people respond emotionally to advertising on three progressively involved levels (“descriptive,” “empathic” and “experiential”). This typology is applied to verbatim responses of 1498 respondents viewing 50 television commercials. The relationships among emotional response and attitude to the ad, attitude to the brand, purchase intent, brand recall and ad content playback are reported.

A Comparison of Objective Characteristics and User Perception of Web Sites

ABSTRACT The study reported in this paper employed a combination of web-based content analysis and web-assisted personal interviews to identify key characteristics of Web sites and how consumers perceive them. The extent of site characteristics found via the content analysis showed no major differences among the three designated computer manufacturers’ Web sites. On the other hand, the user perception of these site characteristics, obtained through in-depth interviews, provided a different outcome. Discussion on the incongruence between objective Web site characteristics and subjective perception is provided. Theoretical and methodological concerns and suggestions for future research are also addressed.

The Effects of Interactivity on Information Processing and Attitude Change: Implications for Mental Health Stigma

Interactive media such as the Web have become a popular and important vehicle for communicating health information. However, little attention has been given to theorizing and empirically testing the effects of interactive media and the theoretical construct of interactivity. In this paper, we clearly identify and define the nature of interactivity examined. We then develop and test a theoretical model of website interactivity on information processing, involvement with communication, and attitude change in the context of stigma of mental illness. The results of an experiment revealed that interactivity of the website had positive main and moderating effects on dependent variables, while involvement with communication played a significant role in explaining the effects of interactivity. Implications for future research and for health communication campaigns for mental illness stigma are discussed.

Trends in Magazine Advertorial Use

,Magazine advertising supplements, commonly referred to as “advertorials,” are one of the fastest growing media trends in the industry today. An examination of current consumer magazines, as well as a review of the publicity received in the trade press over the last couple of years, readily shows the emergence of advertorials as a viable new format in print advertising. According to Leading Nafional Advertisers, advertorials accounted for

Spirituality in Advertising: A New Theoretical Approach

1 13 million in revenue in 1986 and are playing an increasing role in the revenue picture of several magazines. For example, in 1986 these special advertising sections yielded 5% of Time’s domestic revenue, and 8% each of Modern Bride’s and Field and Stream’s revenue.1 Unfortunately, some confusion may exist in using the term “advertorial.” Not too many years ago, “advertorial” most commonly referred to broadcast spots in which a corporation presented a positive message about itself or promoted its views in the form of a paid message.2 This use of the term undoubtedly grew from similar use to describe print advertising run as early as 1915 where business promoted

The Nature of Emotional Response to Advertising: A Further Examination

Current directions in advertising practice point to the use of more spiritual themes in advertising. Yet the concept of spirituality has not received enough attention in advertising research. We argue that spirituality is a crucial dimension in the human experience with theoretical implications for the field of advertising. In this paper, we first define and translate spirituality based on holistic and eclectic approaches so it is suitable for research in advertising. We propose a new theoretical framework—The Spirituality in Advertising Framework (SAF), which delineates 16 core ideas that are characteristics of spiritual people and spiritual messages—for use as a platform for future research of spirituality and advertising. Second, we offer a qualitative analysis of television ads that illustrates how the SAF can be used to interpret spirituality in advertising messages. Finally, we discuss the role of spirituality in advertising research while suggesting an agenda for future exploration.

Viewer Reactions to Music in Television Commercials

Abstract We are pleased that our typology of emotional response to advertising (Stout and Leckenby 1986) has generated continuing interest. The comment by Page et al. has raised several important issues. To clarify our point of view, which is in many ways consistent with literature which has appeared since the original article, we first present the fundamental assumptions of our typology. We then address the main points raised by Page et al., questioning the validity of some of their arguments. In addition, we have discovered during reanalysis that some of the results presented in our original article were based on data sets which were not properly merged. We present the results of the reanalysis, taking the opportunity to incorporate some of the suggestions made by Page et al. The findings are now even more strikingly significant than in the original article, and are even more consistent with other research and theory in the emotional response literature.

Causes and consequences of trust in direct-to-consumer prescription drug advertising

Viewers of 40 30-second television commercials, tested in malls, reacted to various musical aspects of the advertisements, such as to the tempo, volume, melody, or mode (such as in a major or minor key). The mode caused the greatest number of reactions, as measured by a Viewer Response Profile (VRP). The commercials reflected eight products, including coffee and candy, and the study found that viewers did make an important association between the product and the music, but there were many complex interactions involving music and product.

Factors Associated with the Persuasiveness of Direct-to-Consumer Advertising on HPV Vaccination Among Young Women

Direct-to-consumer prescription drug advertising (DTCA) is believed to empower consumers, but national surveys indicate declining trust in DTCA. Given the unique characteristics of this category, it is unclear what the likely consequences are of reduced trust in these ads. Furthermore, previous research is inadequate to discern the basis of trust in DTCA. To address this issue, a model of the antecedent and consequent factors connected to trust in DTCA was developed based on prior empirical findings and relevant theory. This paper presents survey findings testing the model. Results show trust is predicted by perceptions of mediated health information sources, advertising in general, pharmaceutical companies, and the perceived value and informativeness of prescription drug ads. Regarding outcomes, results were mixed for the relationship of trust with attention, attitudes, and behavioural intent. Overall, findings suggest trust plays a complex role in shaping consumer reactions to prescription drug ads.