Sandra Diehl

Doing good matters to consumers: the effectiveness of humane-oriented CSR appeals in cross-cultural standardized advertising campaigns

This investigation contributes to the advancement of international advertising theory by developing a model of cross-cultural consumer responses to humane-oriented corporate social responsibility (CSR) appeals in advertising and by testing it using structural equation modelling with data from six countries (Germany, Switzerland, Austria, France, USA, and Chile). The model includes ad-, advertiser-, product-, and behaviour-related variables. Based on survey data from 924 subjects, the model received support in all six countries which suggests that humane orientation is a favourable cultural dimension for advertising purposes, even in countries in which humane orientation is less highly valued. The higher the perceived degree of humane orientation in an advertisement, the more positive was the evaluation of the ad, and the more likely subjects were to evaluate the advertiser as being socially responsible. These two variables positively influenced attitudes towards the product and, consequently, behavioural intentions. Some support was found for a moderating influence of country on the relationship between perception of humane orientation in the ad and the evaluation of that ad and on the relationship between perception of humane orientation in the ad and perceived degree of social responsibility of the advertiser. Implications for the use of humane-oriented CSR appeals in international advertising are discussed. Results suggest that international advertisers may pursue a standardized campaign in multiple markets when incorporating humane-oriented CSR appeals. Limitations and directions for further research are addressed.

Benefits and stressors - Perceived effects of ICT use on employee health and work stress: An exploratory study from Austria and Hong Kong

Stress has become a mass phenomenon in the modern workplace. The use of information and communication technologies is beginning to receive greater attention in the context of occupational stress. An exploratory qualitative study was conducted to examine both stressors and benefits resulting from technologies among practitioners in the advertising, public relations, and journalism industry in Hong Kong and Austria. Results suggest that technologies allow instant availability, which facilitates communication processes as well as information exchange. Notably, modern technologies enable employees to organize their work with greater temporal and spatial flexibility, thus creating an opportunity for better balancing work and private life. However, evolving technologies have come with a cost; the pressure to be constantly available via technologies constitutes a major source of stress, increasing the risk of experiencing prolonged work stress and its adverse consequences on employee health and well-being, such as a burnout. Furthermore, findings suggest that availability pressure may be attributed to an inner obligation rather than to an organizational expectation. Hence, making employees aware of their connectivity behaviour may help to diminish the experience of technology-induced work stress and improve and maintain employees’ health and well-being in the long term. Practical implications, limitations, and future research directions are provided.Stress has become a mass phenomenon in the modern workplace. The use of information and communication technologies is beginning to receive greater attention in the context of occupational stress. An exploratory qualitative study was conducted to examine both stressors and benefits resulting from technologies among practitioners in the advertising, public relations, and journalism industry in Hong Kong and Austria. Results suggest that technologies allow instant availability, which facilitates communication processes as well as information exchange. Notably, modern technologies enable employees to organize their work with greater temporal and spatial flexibility, thus creating an opportunity for better balancing work and private life. However, evolving technologies have come with a cost; the pressure to be constantly available via technologies constitutes a major source of stress, increasing the risk of experiencing prolonged work stress and its adverse consequences on employee health and well-being, such as a burnout. Furthermore, findings suggest that availability pressure may be attributed to an inner obligation rather than to an organizational expectation. Hence, making employees aware of their connectivity behaviour may help to diminish the experience of technology-induced work stress and improve and maintain employees’ health and well-being in the long term. Practical implications, limitations, and future research directions are provided.

Typologies of Cultural Dimensions and their Applicability to International Advertising

4 Project GLOBE and crosscultural advertising research: developing a theorydriven approach 61 Narda R. Quigley, Mary Sully de Luque and Robert J. House 5 Typologies of cultural dimensions and their applicability to international advertising 88 Ralf Terlutter, Sandra Diehl and Barbara Mueller 6 Culture and the mind: implications for art, design and advertisement 109 Takahiko Masuda, Huaitang Wang, Kenichi Ito and Sawa Senzaki

GLOBE Cultural Dimensions: Providing Insights for Advertising Execution in the Global Marketplace

From A (Absolute Vodka) to V (Visa), marketers are increasingly launching global campaigns to promote their products and services to consumers in every corner of the planet (PR Newswire, 2007; corporate.visa.com, 2009). There appears to be ample evidence that standardized advertising is more feasible than ever before (Mueller and Taylor, 2011). The benefits of a common marketing and, in particular, advertising strategy are manifold.

Integrated CSR Advertising: With a Special Focus on the Intercultural Perspective

Corporate Social Responsibility (CSR) is becoming ever more important in today’s business world. For consumers, the knowledge that a company engages in CSR is increasingly a crucial factor in their decision-making. However, for consumers to know about CSR activities, it requires that companies communicate about their engagement to their stakeholders. Advertising is but one means of communicating CSR efforts. In the academic literature, CSR advertising has received disproportionally little attention, in comparison to the bulk of CSR literature. This chapter provides a review of the current literature dealing with the topic of CSR advertising, with a special focus on intercultural CSR advertising. Qualitative and quantitative studies have been conducted in this area, with the majority of quantitative studies involving experiments. Directions for further research are provided, as significant research gaps in the area of CSR advertising, and in particular in the area of integrated and intercultural CSR advertising, exist.

Positive or Negative Effects of Technology Enhancement for Brand Placements? Memory of Brand Placements in 2D, 3D, and 4D Movies

Brand placements in movies are common throughout the world. Within the last few years, 3D movie technology has experienced substantial growth in both cinemas and home entertainment. Furthermore, advanced cinemas also offer 4D experiences by adding scent, airflow or tactile stimuli to the 3D film. Based on the limited capacity model of information processing and the levels of processing effect theory, we conduct two studies to investigate how delivery modes of a 2D movie clip, compared to a 3D and a 4D (3D + scent) movie clip, influence recall and recognition of brands that are placed in either prominent or subtle ways. With regard to subtle placements, results from both studies demonstrate that the memory of subtle brand placements is negatively affected by the enhancement offered by 3D or 4D, as compared to 2D movies. With regard to prominent placements, results indicate that the memory of a highly prominent brand placement benefits from 3D, but not from 4D technology. This article addresses implications for research as well as for marketers and movie makers, while also outlining directions for further research.

Health Communication: A Discussion of North American and European Views on Sustainable Health in the Digital Age

Following the United Nations’ Sustainable Development Goals, the UN’s third goal is meant to “ensure health lives and promote well-being for all at all ages” (UN 2017). Thus health is closely linked to sustainability. While progress has been made over the past decades, which have seen an increase in life expectancy and a success in combatting several diseases (e.g., children’s diseases such as measles or adult diseases such as HIV and malaria), new health issues have emerged and need to be addressed. In this context, communication is of uttermost relevance. Broadly speaking, health communication refers to “any type of human communication whose content is concerned with health” (Rogers, J Health Commun 1:15–23, 1996) and can be directed at both individuals and organizations with the goal of preventing illness and fostering health (Thompson et al., The Routledge handbook of health communication, 2nd edn. Routledge, New York, 2011). As a multifaceted and multidisciplinary approach, health communication draws from and combines influences from different theoretical backgrounds and disciplines, such as education, sociology, (mass) communication, anthropology, psychology, and social sciences (WHO, Health and sustainable development. Key health trends. Available via WHO. http://www.who.int/mediacentre/events/HSD_Plaq_02.2_Gb_def1.pdf. Accessed 20 Dec 2017, 2003; Institute of Medicine, Health literacy: a prescription to end confusion. Available via The National Academies of Sciences Engineering Medicine. http://www.nap.edu/openbook.php?record_id=10883. Accessed 11 Apr 2016, 2003; Bernhardt, Am J Public Health 94:2051–2053, 2004). Health communication – regardless of the form it takes (e.g., policies, patient-provider interactions, community projects, public service announcements, or advertising) – is concerned with “influencing, engaging and supporting individuals, communities, health professionals, special groups, policy makers and the public to champion, introduce, adopt, or sustain a behavior, practice or policy that will ultimately improve health outcomes” (Schiavo, Health communication: from theory to practice. Wiley, San Francisco, 2007). As such, it needs to be perceived as “a part of everyday life” (du Pre, Communicating about health: current issues and perspectives. Mayfield Publishing Company, Mountain View, 2000). Since health communication occurs in the health communication environment (Schiavo, Health communication: from theory to practice, 2nd edn. Jossey-Bass, San Francisco, 2014), which is composed of four main domains, namely: (1) health audience; (2) recommended health behavior, service, or product; (3) social environment; and (4) political environment, it takes place on various levels (societal, institutional, and individual) which need to be studied in order to provide a comprehensible and complete picture of the subject area. The present contribution seeks to highlight the contribution of the different disciplines to effective health communication, outline changes in the health communication environment, as well as carve out future challenges that are brought about by changes in demographics, disease treatment, and communication patterns. A special focus will be put on gender-specific and digital health communication. In conclusion, limitations and directions for future research are addressed.

Memory of Brand Placements in 2D, 3D, and 4D Movie Clips: An Abstract

We analyze recall and recognition of subtle and prominent brand placements that are placed in 2D, 3D, and 4D movie clips. In the 4D movie clip, the 3D film is enhanced with a product related ambient scent that is dispensed synchronized with the appearance of a prominent brand placement. Based on two cognitive theoretical approaches (limited cognitive capacity models of information processing, levels-of-processing effect theory), we address the research question whether brand placements in the movies gain or suffer from appearances in 2D versus 3D versus 4D movies. We report data from two independent studies with different movie clips and different subtle and prominent brand placements. In both studies, a 3 (2D, 3D, 4D movie clip) × 2 (subtle placement, prominent placement) experimental design was used, with technology being a between subject factor and placement prominence a within subject factor. Implications for researchers, advertisers, and the movie industry are derived. Finally, we address limitations and point out directions for future research.

Health Communication and Integrated Corporate Social Responsibility

Health communication has experienced a revival in the twenty-first century, which has been labeled the “health communication renaissance”. At the same time, public concern regarding social causes is on the rise. In response, pharmaceutical marketers have begun to publicly proclaim their support for social and environmental causes. Due to declining public trust in their products as well as their commercial messages for these products, together with increasing legal restrictions, pharmaceutical marketers are being forced to rethink their business and promotional strategies. Consumers’ roles have changed as well; today’s “new consumers” are more skeptical and demanding, renowned for rewarding corporations for their sustainable and future-oriented projects, while punishing those who fail to engage in them. This chapter examines whether corporate social responsibility (CSR) appeals—defined as socially and/or environmentally-oriented efforts promoted as part of corporations’ advertising messages—present a fruitful strategy for the health communication field in general, and for pharmaceutical manufacturers in particular. To this end, two studies are presented here, which investigate how integrated promotional CSR messages are utilized and perceived in a cross-cultural setting. Results indicate that (1) to date, social and green appeals do not constitute a dominant message appeal category in the pharmaceutical industry, and, (2) while CSR appeals in pharmaceutical ads resonated with consumers in the U.S. and Brazil, they were looked upon less favorably by German respondents. This suggests that pharmaceutical marketers intending to incorporate CSR appeals in their commercial messages should tailor such messages to the respective country. In conclusion, limitations are addressed and suggestions for further research are provided.

Responses to CSR Appeals in Non-Prescription Drug Ads: Evidence from Brazil and the United States

Abstract This investigation set out to uncover whether CSR appeals – socially and/or environmentally oriented efforts promoted as part of a corporation’s advertising campaign – present a fruitful strategy for pharmaceutical manufacturers. This study investigates whether consumers in the two countries are similar with regards to (1) attitudes toward CSR engagement (2) perception of the social engagement of a company (3) perceived product/cause fit and (4) evaluation of CSR versus non-CSR appeals in OTC pharma ads. A field study was conducted (483 subjects; non-student sample) to explore how a standardized promotional message with or without a CSR appeal is perceived in a cross-cultural setting. Results indicate that consumers’ response (with regard to attitudes toward CSR, perceived social engagement by a company, perceived product-cause fit, as well as ad evaluation) all varied by country. Consumer responses were only tested with regard to a fictitious product as well as for one product category. Overall results suggest that CSR messages resonated more with some consumers than with others and, thus, may need to be tailored by market. Apart from a very small number of investigations, neither consumer evaluations of over-the-counter (OTC) drug ads in general, nor responses to CSR ad appeals in particular, have been explored. Thus, this investigation’s primary goal is to explore responses toward CSR messages in non-prescription drug ads in the United States and Brazil.