In a series of studies, consumers reviewed over-the-counter (OTC) drug packages and evaluated the... more In a series of studies, consumers reviewed over-the-counter (OTC) drug packages and evaluated these drugs for concurrent use. The authors investigate whether the consumers utilized the active ingredients listed on the package and recognized the risks of double dosing when using two drugs with the same active ingredient. Both novice and expert consumers used the active ingredients to assess drug similarity, indicating that the information was accessible. However, only medically trained experts used this information to assess the risks of taking two drugs concurrently, indicating that they understood its diagnosticity or relevancy. Novices' failure to view double dosing as risky suggests that they might hold a naive belief that OTC drugs are relatively risk free; thus, the authors test interventions to increase active ingredient diagnosticity versus accessibility. One intervention considered by OTC drug manufacturers makes active ingredients more accessible on packages using icons...
Attention, Attitude, and Affect in Response to Advertising, 2019
Chapter 5 The Psychology of Comparative Advertising Cornelia Pechmann University of California-Ir... more Chapter 5 The Psychology of Comparative Advertising Cornelia Pechmann University of California-Irvine David W. Stewart University of Southern California In ... That is, consumers who are exposed to a comparative ad are—not surprisingly—more likely to actual-ly compare the ...
Researchers have questioned whether the R.J. Reynolds Tobacco Company is marketing Camel Snus as ... more Researchers have questioned whether the R.J. Reynolds Tobacco Company is marketing Camel Snus as a product for nontobacco users, smokeless-tobacco users, or cigarette smokers. The objective of this study was to examine advertisements of Camel Snus in print media to determine the most likely audience of intent. A content analysis was conducted among Camel Snus advertisements printed in newspaper and consumer magazines between July 2007 and August 2010. The advertisements (n = 83 distinct; N = 458 total) were identified from a comprehensive search of a proprietary database maintained by TNS Media Intelligence. Results indicated that all advertisements, published between July 2007 and September 2009, were intended to promote a tobacco product for cigarette smokers. A shift in marketing strategy occurred from October 2009 to the present time with publication of the "Break Free" magazine advertisements, characterized by an ambiguous message that could conceivably appeal to any group, including nontobacco users (e.g., adolescents), smokeless-tobacco users, and/or cigarette smokers. However, an examination of the consumer magazines advertising Camel Snus indicated a demographically diverse readership in terms of gender, age, and education, suggesting that the advertisements are less likely to be intended for smokeless-tobacco users. These findings validate other reports and editorials, suggesting that Camel Snus was being marketed as a product for smokers at the time of the product's national debut. The recent shift to the "Break Free" marketing campaign may reflect an attempt to enhance the image of the Camel brand in order to attract a broader spectrum of consumers.
A perennial problem in social marketing and public policy is the plight of at-risk consumers. The... more A perennial problem in social marketing and public policy is the plight of at-risk consumers. The authors define at-risk consumers as marketplace participants who, because of historical or personal circumstances or disabilities, may be harmed by marketers’ practices or may be unable or unwilling to take full advantage of marketplace opportunities. This definition refers to either objective reality or perceptions. Early research focused on consumers who were at risk because they were poor, ethnic or racial minorities, immigrants, women, or elderly. Today's researchers also study consumers who are at risk because they are from religious minorities, disabled, illiterate, homeless, indigent, lesbian, gay, bisexual, or transgender. The authors identify four tensions affecting research on and policy and marketing applications for at-risk populations: the value of focusing on (1) vulnerabilities versus strengths, (2) radical versus marginal change, (3) targeting versus nontargeting, an...
The US Federal Trade Commission (FTC) contends that direct comparative ads, which provide informa... more The US Federal Trade Commission (FTC) contends that direct comparative ads, which provide information on named competitors, result in more informed decision making. However, this position is controversial both in the United States and abroad, and research findings have been ...
Objectives. We used a validated copy test method to examine the effectiveness of 8 types of antis... more Objectives. We used a validated copy test method to examine the effectiveness of 8 types of antismoking advertisements representing health, counterindustry, and industry approaches. We tested the hypothesis that health ads about tobacco victims can lower most adolescents’ intent to smoke if the ads elicit disgust and anti-industry feelings rather than fear. We hypothesized null effects for adolescents with conduct disorder because of their abnormally low empathy. Methods. Ninth-grade students from 8 California public schools (n=1725) were randomly assigned to view 1 of 9 videotapes containing a TV show with ads that included either a set of antismoking ads or a set of control ads. Participants completed baseline measures assessing personality traits and postexposure measures assessing smoking intent, feelings, beliefs, and ad evaluations. Results. Ads focusing on young victims suffering from serious tobacco-related diseases elicited disgust, enhanced anti-industry motivation, and re...
Recherche et Applications en Marketing (French Edition), 2015
Cet article traite des changements structurels qui ont encouragé la recherche en marketing social... more Cet article traite des changements structurels qui ont encouragé la recherche en marketing social, notamment le mouvement Transformative Consumer Research (TCR). Il traite également de questions de fond qui sont étudiées dans le marketing social (la consommation et le bien-être, la lutte contre les menaces pour soi même, l’amélioration de la prise de décisions financières et la réglementation des campagnes publicitaires relatives au tabac et autres produits pour adultes). Les récentes innovations méthodologiques en marketing social sont identifiées, y compris l’utilisation d’études de terrain qui mesurent le comportement réel des consommateurs et qui complètent les études en laboratoire plus contrôlées. Enfin sont incluses des suggestions pour les jeunes chercheurs en marketing social, telles que le ciblage des revues, etc.
To assist in planning anti-smoking advertising that targets youth. Using five US state campaigns,... more To assist in planning anti-smoking advertising that targets youth. Using five US state campaigns, one US research study, and a Canadian initiative as exemplars, an attempt is made to explain why certain advertising campaigns have been more cost effective than others in terms of reducing adolescent smoking prevalence. Several factors which prior research and theory suggest may be important to cost effectiveness are examined. Specifically, three variables pertaining to the advertising message (content, consistency, and clarity) and two variables related to the advertising execution or style (age of spokesperson and depiction of smoking behaviour) are studied. A case study approach has been combined with supplemental data collection and analysis. To assess campaign effects, published articles and surveys of adolescent smoking prevalence in campaign versus control (non-campaign) locations were utilised. Adolescent subjects provided supplemental data on the advertising message variables....
In a series of studies, consumers reviewed over-the-counter (OTC) drug packages and evaluated the... more In a series of studies, consumers reviewed over-the-counter (OTC) drug packages and evaluated these drugs for concurrent use. The authors investigate whether the consumers utilized the active ingredients listed on the package and recognized the risks of double dosing when using two drugs with the same active ingredient. Both novice and expert consumers used the active ingredients to assess drug similarity, indicating that the information was accessible. However, only medically trained experts used this information to assess the risks of taking two drugs concurrently, indicating that they understood its diagnosticity or relevancy. Novices' failure to view double dosing as risky suggests that they might hold a naive belief that OTC drugs are relatively risk free; thus, the authors test interventions to increase active ingredient diagnosticity versus accessibility. One intervention considered by OTC drug manufacturers makes active ingredients more accessible on packages using icons...
Attention, Attitude, and Affect in Response to Advertising, 2019
Chapter 5 The Psychology of Comparative Advertising Cornelia Pechmann University of California-Ir... more Chapter 5 The Psychology of Comparative Advertising Cornelia Pechmann University of California-Irvine David W. Stewart University of Southern California In ... That is, consumers who are exposed to a comparative ad are—not surprisingly—more likely to actual-ly compare the ...
Researchers have questioned whether the R.J. Reynolds Tobacco Company is marketing Camel Snus as ... more Researchers have questioned whether the R.J. Reynolds Tobacco Company is marketing Camel Snus as a product for nontobacco users, smokeless-tobacco users, or cigarette smokers. The objective of this study was to examine advertisements of Camel Snus in print media to determine the most likely audience of intent. A content analysis was conducted among Camel Snus advertisements printed in newspaper and consumer magazines between July 2007 and August 2010. The advertisements (n = 83 distinct; N = 458 total) were identified from a comprehensive search of a proprietary database maintained by TNS Media Intelligence. Results indicated that all advertisements, published between July 2007 and September 2009, were intended to promote a tobacco product for cigarette smokers. A shift in marketing strategy occurred from October 2009 to the present time with publication of the "Break Free" magazine advertisements, characterized by an ambiguous message that could conceivably appeal to any group, including nontobacco users (e.g., adolescents), smokeless-tobacco users, and/or cigarette smokers. However, an examination of the consumer magazines advertising Camel Snus indicated a demographically diverse readership in terms of gender, age, and education, suggesting that the advertisements are less likely to be intended for smokeless-tobacco users. These findings validate other reports and editorials, suggesting that Camel Snus was being marketed as a product for smokers at the time of the product's national debut. The recent shift to the "Break Free" marketing campaign may reflect an attempt to enhance the image of the Camel brand in order to attract a broader spectrum of consumers.
A perennial problem in social marketing and public policy is the plight of at-risk consumers. The... more A perennial problem in social marketing and public policy is the plight of at-risk consumers. The authors define at-risk consumers as marketplace participants who, because of historical or personal circumstances or disabilities, may be harmed by marketers’ practices or may be unable or unwilling to take full advantage of marketplace opportunities. This definition refers to either objective reality or perceptions. Early research focused on consumers who were at risk because they were poor, ethnic or racial minorities, immigrants, women, or elderly. Today's researchers also study consumers who are at risk because they are from religious minorities, disabled, illiterate, homeless, indigent, lesbian, gay, bisexual, or transgender. The authors identify four tensions affecting research on and policy and marketing applications for at-risk populations: the value of focusing on (1) vulnerabilities versus strengths, (2) radical versus marginal change, (3) targeting versus nontargeting, an...
The US Federal Trade Commission (FTC) contends that direct comparative ads, which provide informa... more The US Federal Trade Commission (FTC) contends that direct comparative ads, which provide information on named competitors, result in more informed decision making. However, this position is controversial both in the United States and abroad, and research findings have been ...
Objectives. We used a validated copy test method to examine the effectiveness of 8 types of antis... more Objectives. We used a validated copy test method to examine the effectiveness of 8 types of antismoking advertisements representing health, counterindustry, and industry approaches. We tested the hypothesis that health ads about tobacco victims can lower most adolescents’ intent to smoke if the ads elicit disgust and anti-industry feelings rather than fear. We hypothesized null effects for adolescents with conduct disorder because of their abnormally low empathy. Methods. Ninth-grade students from 8 California public schools (n=1725) were randomly assigned to view 1 of 9 videotapes containing a TV show with ads that included either a set of antismoking ads or a set of control ads. Participants completed baseline measures assessing personality traits and postexposure measures assessing smoking intent, feelings, beliefs, and ad evaluations. Results. Ads focusing on young victims suffering from serious tobacco-related diseases elicited disgust, enhanced anti-industry motivation, and re...
Recherche et Applications en Marketing (French Edition), 2015
Cet article traite des changements structurels qui ont encouragé la recherche en marketing social... more Cet article traite des changements structurels qui ont encouragé la recherche en marketing social, notamment le mouvement Transformative Consumer Research (TCR). Il traite également de questions de fond qui sont étudiées dans le marketing social (la consommation et le bien-être, la lutte contre les menaces pour soi même, l’amélioration de la prise de décisions financières et la réglementation des campagnes publicitaires relatives au tabac et autres produits pour adultes). Les récentes innovations méthodologiques en marketing social sont identifiées, y compris l’utilisation d’études de terrain qui mesurent le comportement réel des consommateurs et qui complètent les études en laboratoire plus contrôlées. Enfin sont incluses des suggestions pour les jeunes chercheurs en marketing social, telles que le ciblage des revues, etc.
To assist in planning anti-smoking advertising that targets youth. Using five US state campaigns,... more To assist in planning anti-smoking advertising that targets youth. Using five US state campaigns, one US research study, and a Canadian initiative as exemplars, an attempt is made to explain why certain advertising campaigns have been more cost effective than others in terms of reducing adolescent smoking prevalence. Several factors which prior research and theory suggest may be important to cost effectiveness are examined. Specifically, three variables pertaining to the advertising message (content, consistency, and clarity) and two variables related to the advertising execution or style (age of spokesperson and depiction of smoking behaviour) are studied. A case study approach has been combined with supplemental data collection and analysis. To assess campaign effects, published articles and surveys of adolescent smoking prevalence in campaign versus control (non-campaign) locations were utilised. Adolescent subjects provided supplemental data on the advertising message variables....
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