Subjects: Psychology >> Management Psychology submitted time 2023-06-15
Abstract： Imbuing sexual content in advertising is a commonly used brand strategy. The forms of sexy marketing have become increasingly complex with the advancement of technology. Existing studies often equate sexiness solely with sexual mentality, and the sexiness-related literature is scattered across fields such as physiology, sociology, and psychology, with no systematic framework The contribution of our paper is three-fold: first, we provide a comprehensive theoretical framework of sexual advertisements includes the definition and classification of sexual advertisements, as well as the positive and negative effects that follow; second, the psychological mechanisms including consumer cognition, physiological motivation, sexual self-schema, and social presence are also addressed in our framework; third, we conclude that the effect of sexual advertisements is moderated by product type, advertising context, and individual traits. This paper provides theoretical value to marketing scholars, as well as practical value to brands that intend to grow through sexual advertisements.
Subjects: Psychology >> Developmental Psychology submitted time 2023-03-28 Cooperative journals: 《心理科学进展》
Abstract： For many consumers, product face is an important factor that determines their evaluation and purchase decision. Up till now, many researchers believe that negative product facial expressions (e.g anger) are negatively related to customer attitude and behavior. But in reality, negative faces are also related to coolness and competence. Up till now, researches regarding the paradoxical effect of anthropomorphized product expression remain scarce, and the existing work on social communication cannot be used to explain personified products without adaptation and testing. Based on this research gap, 3 questions remain unsolved: how does product facial expression influence consumer behavior; what is the psychological mechanism behind such effect; will product type and consumer characteristics influence consumer perception of product facial expression? The answers to these questions can be used to expand the theory of personification in marketing, and to guide product managers in choosing the most appropriate design for their products.
Subjects: Psychology >> Social Psychology submitted time 2023-03-28 Cooperative journals: 《心理科学进展》
Abstract： The visual design of texts and wordmarks plays an important part in marketing communication. It directly affects consumers' first impression of the brand. The importance of text is not only reflected in the readability of the content, but also in consumers’ perception and response. Despite the importance of typefaces, surprisingly little research is done on this topic. Existing literature is largely scattered in different fields such as linguistics, design and psychology. There exists conflicting conclusions which lack the support of integrated framework. The current review thus attempts to fill in this gap by providing a systematic framework of the typeface effect. In the first part of this paper, the literature regarding the categorization and definition of typefaces were collected. In the second part, the influence of typefaces on consumer perception and behavior, as well as the three major psychological mechanisms of the typeface effect, namely, appropriateness, perceptual memory and perception of human presence was emphasized in the paper. In addition, the problem of how typefaces are regulated by consumer characteristics, product types, and external environment were discussed by us. Last but not least, the insight into the theoretical and managerial value of typefaces in marketing, and also the potential topics for future studies were provided at the end of the paper.
Subjects: Psychology >> Social Psychology submitted time 2023-03-27 Cooperative journals: 《心理学报》
Abstract： Although there are many studies focusing on competitive advertising, brand advertising, category advertising, advertising clutter, and advertising interference, there has been little research focusing on strong brands competition. The extent literature focuses on Product Crisis Spillover Effect, Umbrella Branding Spillover Effect, Advertising Spillover Effect, and Corporate Social Responsibility Reputation Spillover Effect. However, what is the spillover effect for competition taking place among strong brands on weak brands? What will happen to the weak brands when two strong brands competing in the same category? Is it explained by the spillover effect theory? And what is the mechanism? These are a series of interesting questions that have both theoretical and practical value. A total of 855 college students (mean age = 22.6 years, SD = 3.4 years) participated in the experiments. First, advertising repetition and advertising length were used as the stimuli indicating competition strength, and perceived competition was used to represent competition strength. Then, the following focus question was investigated: will there be spillover effect on weak brands when two strong brands competing in the same category? Finally, the moderating role of product involvement and product attribute similarity for the main effect was tested. Experimental methods were adopted in these studies and fictitious brands were used to test the research hypotheses.The results of the present study indicates that, advertising repetition is closely related to perceived competition, and the more repetitions of two brand advertisements, the higher the competition level perceived by the subjects is, which indicated that advertising repetition can be used as a specific means of operating the advertising competition. However, the advertisement length has no effect on the perceived competition. Strong brand advertising competition has a spillover effect on weak brands. With the increase in the competition strength of strong brand advertising, the spillover effect on weak brands has also increased accordingly. The degree of product involvement and similarity of product attributes have a moderating effect on the main effect, and the lower product involvement and the higher similarity of product attributes tended to produce the greater spillover effect.The current study enriches the existing spillover theory and discovered the spillover effect of strong brand advertising competition within the same category on weak brands for the first time. At the same time, the study found that the product involvement and product attribute similarities have a moderating effect on the spillover effect. The conclusions of the research can be used to guide advertising practice and brand owners and market managers in different market positions.
Subjects: Psychology >> Management Psychology submitted time 2020-12-05
Abstract： The visual design of texts and wordmarks plays an important part in marketing communication. It directly affects consumers first impression of the brand. The importance of text is not only reflected in the readability of the content, but also in consumers perception and response. Despite the importance of typefaces, surprisingly little research is done on this topic. Existing literature is largely scattered in different fields such as linguistics, design and psychology. There exists conflicting conclusions which lack the support of integrated framework. The current review thus attempts to fill in this gap by providing a systematic framework of the typeface effect. In the first part of this paper, we collected literature regarding the categorization and definition of typefaces. In the second part, we focused on the influence of typefaces on consumer perception and behavior, as well as the three major psychological mechanisms of the typeface effect, namely, appropriateness, perceptual memory and perception of human presence. In addition, we discussed how typefaces are regulated by consumer characteristics, product types, and external environment. Last but not least, we provided insight into the theoretical and managerial value of typefaces in marketing, and also the potential topics for future studies. " " " "
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