Emotion and Reason in Consumer Behavior by Arjun Chaudhuri

Author:Arjun Chaudhuri [Arjun Chaudhuri]
Language: eng
Format: epub, pdf
Tags: aVe4EvA
Published: 2006-05-13T20:00:00+00:00

TABLE 5.2 Affective and Cognitive Dimensions in the Study

Positive Affect

Happy Proud Hopeful Sense of Affiliation

Negative Affect

Angry Disgusted Irritated

Reptilian Affect

Sexy Aggressive Envious

Cognition

Pros and cons of the brand Facts about the brand Real differences between the brand and its competitors

RESEARCH RESULTS

Message Strategy

The “objectively observable attributes” (Sewall & Sarel, 1986, p. 53) of the ads were used to measure the message strategies of interest. Table 5.3 lists these items, which were rated using a unipolar seven-point rating scale, anchored by the points “None” and “A Lot.” The items in Table 5.3 were compiled from previous studies of advertising content (Haley, Richardson, & Baldwin, 1984; McEwen & Leavitt, 1976; Pechmann & Stewart, 1989; Stewart & Furse, 1986; Stewart & Koslow, 1989).

The attempt here has been to measure some of the ad strategies that may be related to affect and cognition. In particular, family appeals were chosen because it is reasonable to expect that such appeals may be related to the positive affect subscale. Similarly, spokesperson strategies and status appeals may also be expected to relate to affect, whereas product information strategies should be related to cognition. Note that only those advertising elements that could conceivably be in both magazines and television were used. Music, for example, was not assessed as an element because the attempt was to identify the variance that is accounted for by advertising elements that are common to both media and also to identify the variance that is due to the unique nature of each medium. The effect of music, for instance, was included in the unique contribution, if any, made by television as a medium in the study.

TABLE 5.3 Advertising Strategy Items and Rater Reliabilities

Item Alpha

Product Information

1. Extent of tangible brand benefits 0.91

2. Extent of ingredients/components 0.92

Spokesperson

3. Extent of a typical customer 0.94

4. Extent of spokesperson 0.86

5. Extent of user satisfaction 0.79

Family Appeal

6. Extent of family appeal 0.98

7. Extent of children 0.97

8. Extent of elderly people 0.86

Status Appeal

9. Extent of affluent setting 0.97

10. Extent of desirable lifestyle 0.87

11. Extent of status appeal 0.84

Product Involvement

The level of product involvement for each of the 29 product categories in the total sample of ads was determined by the Revised Personal Involvement Inventory Scale constructed by Zaichkowsky (1987). The scale provides 10 semantic differential items, which can be summed together to provide one involvement score for each product category. Table 5.4 provides these items along with reliabilities for each product category.

Nature of the Stimuli

This study used ads, rather than individuals, as the units of observation. This method of analysis has been in vogue in recent years (Holbrook & Batra, 1987; Olney, Holbrook, & Batra, 1991; Stewart & Furse, 1986), because it has more significance for advertising practitioners who have to consider the effects of individual ads. Accordingly, 240 advertisements were selected for analysis. Of these, exactly half were television ads and half were print ads from magazines.

The length of TV ads was as follows: 87 of the ads were 30 seconds, 25 were 60 seconds, 3 were 15 seconds, 3 were 90 seconds, 1 was 120 seconds, and 1 was 150 seconds.

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