Applying regulatory fit theory and cultural values orientation to predict effectiveness of public service advertising appeals

Chan, Kara K W; Shi, Jingyuan; Agante, Luísa; Opree, Suzanna J.; Rajasakran, Thanaseelen

doi:10.1007/s12208-021-00291-6

Cited by 6 publications

(3 citation statements)

References 35 publications

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“…The respondents were also asked to recall whether they had seen advertisements from the restaurant they chose that promoted healthful food and to respond to the questionnaire based on that exposure. This procedure aligns with studies that follow a survey-based research design to examine advertisements’ effectiveness (Chan et al , 2021; Giese et al , 2015). For instance, Giese et al (2015) ask respondents to recall television advertisements from any of several food brands and to indicate whether they had consumed that food.…”

Section: Methodsmentioning

confidence: 99%

Consumer wisdom: a mindful connection between healthy food advertising and obesity prevention

Hussain

Junaid²,

Javed³

et al. 2022

EJM

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Purpose This study aims to investigate the effect of healthy food advertising (HFA) in preventing obesity (measured using the healthy eating attitude and perceived self-regulatory success) through the meta-cognitive role of consumer wisdom (CW). The meta-cognitive role of CW to better promote healthy eating attitude and behavior is relevant and underexplored. Design/methodology/approach Data were collected from 310 young consumers through an online survey. Reliability and validity were established using confirmatory factor analysis, and hypotheses were analyzed through structural equation modeling using MPlus V8.3. Findings The results reveal that HFA has a positive influence on all dimensions of CW: responsibility, purpose, perspective, reasoning and sustainability. All dimensions but one augment a positive healthy eating attitude, but only responsibility and sustainability enhance consumers’ self-regulatory success. The findings show that HFA does not directly prevent obesity, but CW mediates the relationship between that advertising and obesity prevention. These findings show that CW establishes a mindful connection between HFA and obesity control. Research limitations/implications This research extends the theory of CW in the context of healthful eating and contributes significantly to the advertising, hospitality and obesity literature. Practical implications This study also has implications for multiple stakeholders, including consumers, restaurant operators, hospitality managers, brand managers, the government and society in general. Originality/value To the best of the authors’ knowledge, this study marks the first attempt to investigate the role of CW in preventing obesity. It is also the first study to examine the relationships of HFA with CW and a healthful attitude toward eating.

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Section: Methodsmentioning

confidence: 99%

Consumer wisdom: a mindful connection between healthy food advertising and obesity prevention

Hussain

Junaid²,

Javed³

et al. 2022

EJM

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“…Desde hace décadas, distintas investigaciones proponen modelos para mejorar la eficacia de estos mensajes. Ante las múltiples propuestas creativas, surge la necesidad de investigar sobre los efectos que las distintas narrativas empleadas provocan en las audiencias (Graaf et al, 2016); y, a su vez, identificar las características más prometedoras para lograr el cambio de comportamiento (Chan et al, 2022). Una de las estrategias utilizadas es intentar conseguir una respuesta emocional en la audiencia (Dillard y Peck, 2000) para reducir o modificar actitudes o comportamientos de riesgo, ya que la publicidad de servicio público que provoca emociones fuertes (positivas o negativa) se recuerda mejor y se percibe de una forma más positiva (Kuznetsova et al 2019).…”

Section: Introductionunclassified

Relación entre Emociones y Recuerdo en Campañas Publicitarias de Servicio Público. Una Aproximación desde la Neurociencia

Fernández

González

Fernández

2023

RLCS

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Introducción: Los anuncios de servicio público son una estrategia valiosa para modificar actitudes y comportamientos relacionados con temas de interés social. Estos mensajes persiguen, frecuentemente, una respuesta emocional en el público por lo que las técnicas de neurociencia se muestran como herramientas útiles para comprender mejor el comportamiento de los públicos, reducir la incertidumbre en la toma de decisiones y desarrollar acciones más eficaces. Metodología: Este estudio tiene como objetivo conocer la relación que tienen las emociones inducidas en los mensajes publicitarios audiovisuales de servicio público y el recuerdo en una muestra de individuos, segmentada por sexo, expuestos a anuncios de servicio público. En el experimento se ha registrado la actividad eléctrica del cerebro, la frecuencia cardíaca y la respuesta electrodérmica. El recuerdo se ha medio mediante un test aplicado a los sujetos. Resultados: Con los datos obtenidos se ha se ha calculado el Índice Emocional y el Índice Apetitivo/Aversivo para determinar la respuesta emocional y la motivación, positiva o negativa, hacia los estímulos. También se han obtenido datos del recuerdo de los sujetos, espontáneo y sugerido, así como del significado emocional subjetivo que los estímulos han provocado en los sujetos Conclusiones: Con estos datos se demuestra la relación entre el estado emocional generado por los mensajes y su recuerdo; que existen diferencias, tanto en el Índice Emocional como en el Índice Apetitivo/Aversivo, entre hombres y mujeres; y se pone de manifiesto la importancia de tener en cuenta otros aspectos de la narración además de transmitir una emoción.

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“…The fulfillment of such goals increases the probability of a pleasurable experience, thereby enabling consumers to experience positive promotion emotions of “cheerfulness and excitement” (Chitturi et al , 2008). On the other hand, goals that “ought to be met” such as safety, security and responsibilities are prevention goals (Chan et al , 2022; Chen et al , 2021; Chitturi et al , 2008). For example, aspiring to buy a car with anti-lock brakes is a prevention goal.…”

Section: Introductionmentioning

confidence: 99%

Mind the game you set for better website patronage

Krishna

Sivakumaran

Maheswarappa

et al. 2023

EJM

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Purpose This paper aims to develop a conceptual model to understand how different gamification designs (hedonic and utilitarian) evoke different emotions and impact subsequent patronage intentions for online consumers in different mindsets. Design/methodology/approach The authors first conducted a content analysis study and then tested the model with two online experiments [both 2 × 2 factorial designs – gamification (hedonic/utilitarian) and mindset (implemental/deliberative), with different utilitarian and hedonic products]. Findings Gamification with hedonic benefits influences website patronage intentions by evoking promotion emotions, while gamification with utilitarian benefits does so by evoking prevention emotions. Gamification with hedonic benefits has a stronger impact on consumers shopping with deliberative mindsets, while gamification with utilitarian benefits works better for those with implemental mindsets. Research limitations/implications Future research may extend the present work by considering other types of gamification. Practical implications Managerially, e-tailers may use gamification with hedonic aspects for consumers in deliberative mindsets and utilitarian aspects for those in implemental mindsets. Originality/value To the best of the authors’ knowledge, this research is the first to draw a link between mindsets and gamification. This research is also the first to operationalize gamification as hedonic and utilitarian based on their design characteristics and to establish emotional consequences as an important link between gamification and user behaviors.

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Applying regulatory fit theory and cultural values orientation to predict effectiveness of public service advertising appeals

Cited by 6 publications

References 35 publications

Consumer wisdom: a mindful connection between healthy food advertising and obesity prevention

Consumer wisdom: a mindful connection between healthy food advertising and obesity prevention

Relación entre Emociones y Recuerdo en Campañas Publicitarias de Servicio Público. Una Aproximación desde la Neurociencia

Mind the game you set for better website patronage

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