Teaser Campaigns: An Effective Advertising Execution for Varied Goods, Services and Ideas

Trehan, Kulveen

doi:10.4172/2165-7912.1000138

Cited by 3 publications

(3 citation statements)

References 3 publications

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“…That is, the information gap between what one presently knows and what one desires to know produces an aversive state of not knowing, namely, curiosity. For example, in marketing, curiosity has been widely used in teaser advertising (Menon and Soman, 2002; Trehan and Maan, 2012). A teaser advertisement usually presents an information gap to arouse consumers’ curiosity about the missing information, such as the product featured in the advertisement and the ending of a story.…”

Section: Conceptual Backgroundmentioning

confidence: 99%

How does incidental curiosity affect consumers’ unhealthy eating?

Wang

2019

JCM

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Purpose This paper aims to examine how, why and when incidental curiosity might have an influence on consumers’ unhealthy eating behaviors in a subsequent, irrelevant context. Design/methodology/approach Three experiments were conducted. Study 1 tested the basic main effect; Study 2 further tested the proposed process; Study 3 identified an important moderator and offered additional support for the mechanism. Findings Study 1 demonstrated the basic main effect that incidental curiosity increases consumers’ preference for unhealthy food. Study 2 replicated the effect in a simulated grocery-shopping task and further provided direct process evidence that a reward-approaching orientation underlies the effect of curiosity on unhealthy food choice. Finally, Study 3 identified information nature as an important moderator of the effect. That is, when people are curious about threatening information, they are likely to adopt an avoidance motivation, which prevents them from seeking any unhealthy food. Practical implications On the one hand, consumers could benefit from being educated that incidental exposure to curiosity cues might lead to unhealthy eating behaviors. On the other hand, public policymakers and responsible marketers should be mindful that, though widely used in marketing, the tactics that elicit consumers’ curiosity might sometimes backfire and undermine their healthy food choices. Originality/value This research contributes to the curiosity literature by demonstrating that incidental curiosity could have motivational impacts in the non-information domain, such as food choice. It also adds to the food decision literature by documenting incidental curiosity as an important situational factor of consumers’ food decisions.

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Section: Conceptual Backgroundmentioning

confidence: 99%

How does incidental curiosity affect consumers’ unhealthy eating?

Wang

2019

JCM

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“…Preannouncements are the release of information prior to any formal execution of news. They are often used prior to official brand, product and promotional launches (Trehan and Maan, 2012;Thorbjørnsen et al, 2015). Preannouncements can create buzz and excitement for new products and designs, as well as, in sporting contexts, new players, merchandise and news regarding sponsorship deals (Dahl en et al (2011).…”

Section: Timing Of Sponsorship Announcementsmentioning

confidence: 99%

The animosity transfer process: consumer denigration of foreign sponsors and testing potential mitigation strategies

Angell

Bottomley

Gorton

et al. 2021

IMR

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PurposeSponsorships involving foreign brands are ubiquitous, but those involving a company from an animosity-evoking country can adversely affect rather than enhance domestic consumers' attitude towards the brand. This paper explains the mechanisms by which brand denigration occurs, introducing and validating a model of the animosity transfer process as well as considering if various framing and timing strategies attenuate or lead to adverse consumer responses.Design/methodology/approachStudy 1 tests the animosity transfer model, utilizing a scenario in which English consumers respond to a German brand sponsoring the England soccer team. Study 2 assesses the generalizability of the model in the context of Indian consumers' responses to sponsorship of their cricket team by a Chinese company, and the extent to which an honest framing of the sponsorship choice through the announcement affects outcomes. Study 3 returns to an England–Germany country dyad, testing whether priming consumers with information about the sponsorship prior to a full announcement, attenuates or intensifies the impact of animosity on the studied outcomes.FindingsThe three studies demonstrate that when consumers learn of a sponsorship, it triggers an evaluation process in which the agonistic emotion (anger) they feel plays a pivotal role. More intense emotional appraisals weaken perceptions of sponsor-sponsee congruence, which together act as consecutive process variables mediating the relationship between animosity and sponsorship outcomes. Framing the sponsorship announcement with an honest justification for the partnership can improve outcomes but not amongst those with the highest animosity. Providing consumers with an advanced warning (preannouncement) of the sponsorship also amplifies consumers' unfavorable evaluations showcasing how difficult animosity is to manage in this context.Originality/valueThe animosity transfer model aids understanding of the mechanisms by which animosity affects brand attitude for foreign (out-group) sponsors. It identifies how animosity generates agonistic emotions and in turn weakens perceived fit between the sponsor and sponsee, leading to adverse consumer responses.

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“…-Slogans -text-based advertising, which might be either direct or incorporate more ambiguous or inexplicit literary figures (e.g., metaphors, ambiguity) [2]; -Sexual appeals [3]; -Negative emotions (e.g., fear, sadness, distaste) [4][5][6]; -Positive emotions (e.g., pleasure, drollery, tenderness) [7]; -Teasers -advertising in a form of a planned campaign consisting of two expositions: the first one containing some obscurity, and the second -suspended in time -dissolving the obscurity [8]; -Colour intensity and contrast use; -Picture complexity, i.e., the number of pictograms used in advertising [9]; -Unusual form. As mentioned above, advertising is often aimed at catching addressee's attention, which in the context of roadside advertisement might mean: driver's attention.…”

Section: Introductionmentioning

confidence: 99%

Brief-ANT as a tool for measuring the influence of roadside advertisements content on the drivers’ attentional processes

2018

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The question of roadside advertisement’s influence on road safety is complex and multi-faceted. The list of advertisements characteristics which may play significant role for road safety includes: the size, colours, shape, luminance, contrast, localization, and many more. One of the aspects is advertisement’s content. Advertising industry uses emotional and cognitive mechanisms which are likely to engage the addressees’ attention and therefore make the brand/product more salient for their minds. As far as such a strategy might be effective for advertisers, it may be dangerous for road safety, when used in roadside advertisement. Cognitive, especially attentional, resources play key role in vehicle driving, which requires constant maintenance of situational awareness. Attention distraction, both visual and cognitive, is a proven safety-decreasing factor in vehicle driving. A method for measuring the influence of different advertisement content on attentional resources management - a short, version of the ANT, Brief-ANT, was developed. The results of a nationwide study conducted, revealed that reaction time in Brief-ANT differed significantly depending on the type of content used as the fixation cue, which leads us to a conclusion that Brief-ANT might be a good measure of the content’s influence on attentional resources management.

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Teaser Campaigns: An Effective Advertising Execution for Varied Goods, Services and Ideas

Cited by 3 publications

References 3 publications

How does incidental curiosity affect consumers’ unhealthy eating?

How does incidental curiosity affect consumers’ unhealthy eating?

The animosity transfer process: consumer denigration of foreign sponsors and testing potential mitigation strategies

Brief-ANT as a tool for measuring the influence of roadside advertisements content on the drivers’ attentional processes

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