Comparative and Noncomparative Advertising: Attitudinal Effects under Cognitive and Affective Involvement Conditions

Putrevu, Sanjay; Lord, Kenneth R.

doi:10.1080/00913367.1994.10673443

Cited by 474 publications

(268 citation statements)

References 33 publications

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“…In this study, this additional information apparently requires reconstructive processes employing heuristics that may discount information stored in memory. This may imply that such information is stored as imagery in the right hemisphere of the brain (see Mittal 1987;Putrevu and Lord 1994) and that cueing summons the left brain to (dis)confirm the stored memory, at times producing false negatives. Putrevu's (2001) recognition of differences in the development in brain lateralization among males and females may also account for the observed (albeit weak) pattern that younger males exhibited lower recall accuracy (than females or older males) for less prominent and unrelated sponsors in this study.…”

Section: Discussionmentioning

confidence: 99%

I Spy a Sponsor: The Effects of Sponsorship Level, Prominence, Relatedness, and Cueing on Recall Accuracy

Wakefield

Becker-Olsen

Cornwell

2007

Journal of Advertising

115

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This study examines differential effects of sponsorship levels (anchor, mid-tier, low-tier) and individual exposure levels on sponsorship recall accuracy in a field study, providing validity for lab studies indicating that individuals rely on prominence and relatedness heuristics when identifying sponsors of an event. Further, we examine differences in sponsorship recall accuracy dependent upon whether the response is subject to free recall vs. cued recall. The results indicate that free (or direct) recall is generally more accurate than cued recall that rely upon reconstructive processes, but that this effect differs based on the type of sponsor in terms of the sponsor's prominence and relatedness.

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Section: Discussionmentioning

confidence: 99%

I Spy a Sponsor: The Effects of Sponsorship Level, Prominence, Relatedness, and Cueing on Recall Accuracy

Wakefield

Becker-Olsen

Cornwell

2007

Journal of Advertising

115

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“…There is a mixed opinion regarding the classification of toiletry products based on the involvement. Some scholars classified shampoo as a low involvement product (Putrevu & Lord, 1994;Saleem, 2007;Torres & Briggs, 2007) while others consider shampoo as both a low and high involvement product (Park, Lee, & Han, 2007;Wu, 2001). To avoid confusion, the researcher will use instruments that measure product involvement using a continuous scale.…”

Section: Methodsmentioning

confidence: 99%

“…To avoid confusion, the researcher will use instruments that measure product involvement using a continuous scale. The instruments consist of a ten items product involvement scale (McQuarrie & Munson, 1992), seven items value consciousness scale (Burton, Lichtenstein, Netemeyer, & Garretson, 1998) (Putrevu & Lord, 1994). To assess purchase intention on Islamic or halal brand, respondents were non-randomly assigned to the lipstick or shampoo with a halal label and Islamic brand positioning questionnaire.…”

Section: Methodsmentioning

confidence: 99%

Understanding Islamic Brand Purchase Intention: The Effects of Religiosity, Value Consciousness, and Product Involvement

Daryanti¹,

Hati²,

Kusumawardhini³

2016

European Proceedings of Social &Amp; Behavioural Sciences

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The Islamic brand is closely linked to the faith, but the significant role of religiosity is sometimes overlooked. The current study will incorporate the issue in the analysis. The point in question is whether there is a significant influence of religiosity on Islamic brand purchase intention. The purpose of this paper is to examine the effect of religiosity on Islamic brand purchase intention as compared with the effect of product involvement and value consciousness. To investigate the relationship between the variables: religiosity, value consciousness, and product involvement, an explanatory research design was employed that involved an online survey of 176 Muslim women. The final questionnaire was made up of 30 items that consisted of the measures for product involvement (10 items), value consciousness (7 items), religiosity (10 items), and purchase intention (3 items). Based on a study of Indonesian consumers in the context of toiletry product purchases, the study found that religiosity and product involvement have no significant influence on Islamic brand purchase intention. Meanwhile, it is only value consciousness that has positive and significant influences on Islamic brand purchase intention.

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“…Section 4 contained five questions about the awareness of social capital, a concept proposed by [59,60]. Five additional questions in the survey related to consumer citizenship behavior as it pertains to participating in a sharing economy business that holds CSR values and that are also mentioned in [61,62]. All items used to assess the constructs employed a 5-point Likert scale [63], from strongly disagree (1) to strongly agree (5).…”

Section: Research Methods and Designmentioning

confidence: 99%

No Money? No Problem! The Value of Sustainability: Social Capital Drives the Relationship among Customer Identification and Citizenship Behavior in Sharing Economy

Wang

2017

Sustainability

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Abstract:This work provides a novel approach to the corporate social responsibility (CSR) concept and to CSR activities, using social capital as the driver of consumer citizenship behavior in the sharing economy business system. An online consumer questionnaire was carried out in Taiwan to examine seven proposed hypotheses to investigate the factors affecting behavior intention. The sample includes 445 participants and investigated their consumer citizenship behavior in response to companies' participation in CSR activities and sharing of economic opportunities, in this case, Airbnb Inc. This study uses structural equation modeling (SEM) to analyze the data. The result explores a new form of entrepreneurship marketing strategy and indicates that CSR has a positive effect on consumer-company (C-C) identification and the perceived value of sustainability. This study also establishes that social capital is the key mediator of the relationship between C-C identification and the perceived value of sustainability in consumer citizenship behavior. This research contributes to the idea that marketers should build well-designed CSR activities and deliver the perceived value of sustainability and consumer identification through social capital accumulation, which has proven to positively increase consumer citizenship behavior in the sharing economy environment. Consequently, the authors can suggest that entrepreneurs/executives should understand that CSR affects the perception of sustainability, consumer-company identification and improve consumer citizenship behavior. Most importantly, CSR activities focusing on sustainability issues and operating with social capital may lower costs and improve efficiencies as well. This finding could be viewed as a pioneering benchmark for further research.

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Comparative and Noncomparative Advertising: Attitudinal Effects under Cognitive and Affective Involvement Conditions

Cited by 474 publications

References 33 publications

I Spy a Sponsor: The Effects of Sponsorship Level, Prominence, Relatedness, and Cueing on Recall Accuracy

I Spy a Sponsor: The Effects of Sponsorship Level, Prominence, Relatedness, and Cueing on Recall Accuracy

Understanding Islamic Brand Purchase Intention: The Effects of Religiosity, Value Consciousness, and Product Involvement

No Money? No Problem! The Value of Sustainability: Social Capital Drives the Relationship among Customer Identification and Citizenship Behavior in Sharing Economy

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