MARKET RESEARCH (10 REFERENCE FROM MY SIDE
SUMIT ROY GLC-RMM-09-11 ROLL NO:006
1. Impact of Online Consumer Characteristics on Web-Based Banner Advertising
AUTHOR: Ramaraj Palanisamy (Department of information System, St Francis Xavier University,nava scotia CANADA) Suzanna A Wong St Francis Xavier University,nava scotia CANADA ABSTRACT: A research conducted by Ramaraj Palanisamy from Department of information System, St Francis Xavier University,nava scotia CANADA is focus on the online consumer characteristics on banner ad effectiveness. The characteristics variable included in this study are: online consumer internal flexibility, consumer expectations, consumer involvement and perceived personal usefulness. RESEARCH METHODOLOGY: A questionnaire survey was proposed to collect empirical data about the research variables, and the hypotheses were statically tested. CONCLUSION: This study dealt with web based ads but more specifically with banner ads. They are more influenced by banner ads. PUBLICATIONS: Global Journal of Flexible Systems Management; Jan-Jun 2003; 4, 1/2; ABI/INFORM Global
2. Consumers’ response to offensive advertising: a cross cultural study
AUTHOR: Kara Chan and Lyann Li Hong Kong Baptist University, Kowloon Tong, Hong Kong Sandra Diehl Saarland University, Saarbru¨ cken, Germany, and Ralf Terlutter University of Klagenfurt, Klagenfurt, Germany ABSTRACT: The purpose of this paper is to examine how Chinese and German consumers react to print advertisements that are potentially offensive. culture of a country also effects the reaction of consumers towards advertisement according to a study by Kara Chan , Lyann , Sandra Diehli &Ralf Terlutter acceptance of advertisement in German consumers is more than Chinese consumers. RESEARCH METHODOLOGY: Using culture theories about information context, individualism and feminine consciousness, the paper hypothesizes that Chinese consumers will be less accepting of the advertisements than German consumers. It also compares the dimensions of consumer perceptions for both countries and how consumer perceptions are related with intentions to reject the products and the brands because of the ads. A survey of 563 respondents aged 17-58 from urban China (Shanghai) and Germany was conducted in October 2005 and June 2006. A questionnaire with six print advertisements containing sexism and other themes was constructed. Data were collected through five universities. CONCLUSION: The study compared the effects of offensive advertising on Chinese and German
They considered the ads more often offensive. Gender. disgusting and impolite than the German consumers.
4. On the other hand. The results of the study were mixed. 6. but this was only partly the case. Chinese consumers are more likely to appreciate the informative elements in the potentially offensive advertisements than Germans consumers. PUBLICATIONS: International Marketing Review Vol.and Jade Garrow ABSTRACT: The Research seeks to challenge the tendency to represent gender as a unitary theoretical construct. Analysis of focus group discussions.consumers. as the Germans considered the advertisements as more creative. sport. ABI/INFORM Global
Determinants of successful sports advertisements: The effects of advertisement and product and consumer. 5. interesting and clever than the Chinese consumers.the relationships among preferences for advertisements and products and consumers’ desire to purchase are also explored. So we can say that the no. 3.
.and would argue for a more differentiated view of how the psychological aspects of gender influence the consumption of advertising.1108/02651330710828013
3. RESEARCH METHODOLOGY: Recruitment of participant. AUTHOR: Sung-Joon Yoon. China represents a high context and collectivistic culture whereas Germany is a low context and more individualistic country. of consumer (men &woman) is influenced by advertising. Subject were 200 students in three universities in the provincials areas of Seoul and Kyonggi in Korea. Pre testing advertising stimuli. uncomfortable. but the Germans judged them to be more irritating and ridiculous. 606-628 q Emerald Group Publishing Limited 0265-1335 DOI 10. 2003. CONCLUSION: Gender polarization as a unitary variable in exploring men and women’s consumption of advertising and representing consumers. identity and the consumption of advertising AUTHOR: Margaret K Hogg. It was also only partly true that German respondents will perceive the ads more positively than the Chinese respondents. PUBLICATIONS: Qualitative Market Research. It was expected that the Chinese respondents would perceive the advertisements more negatively than the German respondents. but less convincing and informative. RESEARCH METHODOLOGY: Study subject and survey questionnaire method are used in this research. It seems to suggest that German consumers are more likely to appreciate the creative elements in the potentially offensive advertisements than Chinese consumers. Yong-Gil Choi ABSTRACT: This study is to investigate whether consumers’ preference is influenced by their degree of participation in. 2007 pp. as well as their attitude towards. 24 No.
themes and assumed emotions that they evoke Referral sampling was used for this survey.Preference towards an advertisement translates into preference towards the product appearing in the advertisement PUBLICATIONS: Journal of Brand Management. in this study none of the commercials scored higher than three out of fi ve for memorability. four TV commercials were selected based on their duration (40 seconds). University of Westminster. and the measurements of emotions. attitudes and memorability were calculated based on variables derived from previous studies. happiness and amusement were elicited by different TV commercials. longing and desire. attitudes. The most memorable advertisements were those that evoked the most positive feelings and were the best understood is shows by the study of LI-Wei Mai. sport preference and lifestyle influence advertisement preference. understanding and memory. The snowball effect generated 150 responses. meaning that most advertisements have limited impact. 12. ABI/INFORM Global
Emotions.co. Feb 2005. An online survey combined with experimentation design was conducted among people aged 20 or over. Four selected TV commercials were used in the experiment. they were to open another browser on YouTube logging on to a pre-set account to view the commercials. at the same time. requesting respondents to introduce other potential audiences to participate in the survey. love. Age was found to signifi cantly affect a person ’ s interpretation and emotional experience of a TV commercial.
Senior Lecturer in Marketing and Acting Director of the Centre for Research in Marketing at Westminster Business School. attitudes and memorability associated with TV commercials:
5. A fi nal sample of 120 respondents was used for analysis. The result shows that different levels of emotions such as warmth.CONCLUSION: the research conducted by Sung-Joon Yoon. advertising elements.
ABSTRACT: This paper aims to identify the effect of selected advertising on consumers by assessing their emotions. Respondents were given clear instructions on the questionnaire. However.
.uk between January 2004 and July 2006. RESEARCH METHODOLOGY:
A survey combined with experimentation design was conducted to assess the advertising effect on the respondents. Screening through the TV commercials aired in the United Kingdom and archived in creativeclub. This refl ects an overload of media exposure in modern society. 3. but there were 120 final valid cases for analysis. Yong-Gil Choi shows Sport participation.
A Study into the Antecedent. the samples of this study has no significant difference from the ordinary internet user distribution. and among the samples. product knowledge has no influence on it but helps on the development of consumer’s point of view. and are comfortable or enjoy staying online for an extended period of time. Measurement and Analysis for
Marketing Vol.C. Hence. R. Taiwan. aged between 25 and 34. What is worth the attention is that it helps to elevate the enterprise image. 55–63
6. It shows no significant difference between the 6373 sampling valid questionnaires and this study.CONCLUSION: This study signifies the methodological design of the experimentation
in examining the commercials ’ impact on respondents ’ emotions and attitudes based on a web survey. product involvement has positive impact on communication effect. The experiment design using a web survey has been widely used in commercial marketing research practice. Cheng Shiu University. For example. this experiment took an average of 40 min to complete.
. AUTHOR: Kuo-Ming Chu. mediator and moderator factors of online purchasing intension. there are higher proportions of participants who were single. explore the influence on the antecedent. That says the samples of this study are representative and appropriate for further analysis.O. Mediator and Moderator of Online Shopping Behavior’s Model from Information Richness and Framing. The investigation also finds internet information richness environment and customer’s product involvement degree affect each other. this study compared the data characteristics to what is from the investigation on Taiwan’s internet user behavior in 2006. The results indicate: information richness environment and message framing can increase the communication effect in terms of internet advertisement. 1. and were students and professionals
PUBLICATIONS: © 2009 Palgrave Macmillan 0967-3237 Journal of Targeting. it is worth noting that this type of research is likely to be skewed towards heavy Internet users who are familiar with Internet-sharing websites. This study attempts to show the viability of experimentation design using a new research medium. internet advertisement can not only affect customer’s point of view.
ABSTRACT: The purpose of this paper is to develop a complete online purchasing behavior model. and negative message framing is more efficient than the positive one RESEARCH METHODOLOGY: Sampling method and questionnaire This study intended to avoid the selection bias for internet questionnaires. but also elevate the intension of purchasing. 17. and to compensate the insufficiency of publications of investigations regarding online purchasing behavior. However. but not in academic research. Overall saying. and was facilitated by a video sharing website in presenting selected TV commercials.
the lower the purchasing price. The situation is pretty much the same as what is for Metcalfe’s Law. the study finds no matter message or evaluation of product received from internet would raise the consumer’s intension of purchasing. the royalty is higher and needs for abundant information environment is higher. This study further finds recommendation information would have obvious affect on internet consumer’s purchasing behavior.EXAMPLE ANALYSIS AND DISCUSSION CONCLUSION:
Amount of internet shoppers rapidly increase for these two years. Cambridge * Vol. Product involvement and abundant information environment have significant positive effect on each other. information strategy altitude and intension. 2 * December * 2008
7. sexual appeal – upon Gen Y consumers’ intent to patronize an apparel retailer. regarding internet abundant information environment. most explore internet media characteristics. 11 * Num. the needs and influence of internet purchasing behavior become more and more important. The study also shows recommendation information has stronger influence on consumers than product introduction information does. the needs for message framing and product involvement are higher and easily to accomplish impulsive purchasing behavior. Second. further finds information abundant environment would have strong effect on consumers’ altitude on messages and products. Product information and product knowledge have influence on each other. In terms of consumer’s altitude. since there is not much domestic investigation on internet information abundance. Exploring internet abundant information is especially an urgent topic in the days of rapid increased internet population and prevailing electronic commerce. This study finds internet abundant information environment has positive communication effect on consumer’s internet purchasing behavior. The higher the purchasing amount. It is seen that the development of consumers’ knowledge is related to recognition learning process and deserves further to validate the effect. regarding the communication effect. It is seen that internet shop owner should appropriately utilize recommendation information from experts and users when establish internet information environment and to show the product information and knowledge faithfully to customers to eliminate the uncertainty of customers and actively inform the product related information to the customers to excite the potential requirement and to utilize the new internet characteristics of internet marketing new tool.The impact of advertising message strategy – fair labour v. the study finds that serial advertisement activities have strong influence on consumers no matter in message or product altitude. Finally.
. but not much explore website “information amount” and influence of purchasing behavior. It is further found that internet consumer’s altitude for internet message has slightly greater influence than the altitude for product on purchasing behavior
The Business Review. It also would have positive effect on enterprise images.
com ABSTRACT: A sponsored link is an innovative advertisement format that simplifies the advertising message with text forms. 3. Taiwan 220 yufanh@gmail. 1. Lien-Hai Road.. this study expands upon earlier work by exploring Gen Y consumer responses to advertisements employing diverse message strategies that varied in content as well as in intensity degree of sexiness) and by examining the relationship of these responses. Fort Collins. Sianmin Blvd. This study seeks to investigate the perceptions and attitudes of Internet users toward the sponsored link. The first part empirically tests the cause-and-effect model of the advertising values
.com Yu-Fan Hung Department of Information Services Taiwan Institute of Economic Research 11F. 2. RESEARCH METHODOLOGY: A questionnaire was administered to 425 consumers. who were randomly assigned to one of four advertisement exposure groups.170. Jennifer Ogle and Ruoh-Nan Yan
Colorado State University. Groups 2.
ABSTRACT: The purpose of this paper is to examine Gen Y consumers’ responses to American Apparel’s use of two advertising message strategies – fair labour and sex appeal.emeraldinsight. Kaohsiung. 2009 pp. as well as sex appeal. to patronage intention. 13 No.lin@gmail. USA. Colorado.THE VALUE OF AND ATTITUDE TOWARD SPONSORED LINKS FOR INTERNET INFORMATION SEARCHERS AUTHOR:
Fen-Hui Lin Department of Information Management National Sun. 70. Group 1 evaluated an American Apparel ad (Ad No. Taiwan 804 fenhui.htm
Karen Hyllegard. The research is made up of two parts. as well as other variables. Sec. Taipei County. 1 as well as one of three additional ads that featured messages employing sex appeal of varied intensities. using the theory of reasoned action to predict intent to patronize American Apparel and comparing the utility of the classic reasoned action model with an extended model that included variables external to the theory. The present examination of consumer responses to these advertising message strategies provides a unique contribution to our understanding of the relative “value” of fair labour.com/1361-2026.. In particular.1108/13612020910939914 www. and 4 evaluated Ad No. Banciao City. 109-127 q Emerald Group Publishing Limited 1361-2026 DOI 10. in predicting brand attitude and purchase intention. CONCLUSION: Recent advertising campaigns employed by American Apparel offer a rare opportunity to compare the efficacy of two disparate advertising message strategies – fair labour and sex appeal – that are not often used simultaneously by a single company within the contemporary consumer marketplace. PUBLICATIONS: Journal of Fashion Marketing and Management Vol. Yat-sen University No. No. 1) that promoted fair labour practices.
as it is especially important for people who are heavy web searchers yet rely only on few websites. Voluntary exposure ad formats like banners and text ads are more likely to be cognitively avoided since it is an automatic. 2009. New Jersey. voluntary) on immediate and delayed brand recall. large vs. heavy searchers yet using only a few websites. small) and ad exposure format (intrusive vs. The search engine provider and advertisers should be aware of the need to maintain and improve their credibility to earn the trust of Internet users. ad recognition and brand attitude in web-based media. Irritation generated negative attitudes so that the advertisers should avoid the possible irritating effects of sponsored links such as negative or threatening words.edu ABSTRACT Do creative ad executions like large ad sizes and intrusive ad formats that enhance communication outcomes and clickthroughs immediately after ad exposure persist over time? In examining this question. and heavy searchers.and the advertising attitudes. pop-up ad and two ad size conditions. VOL 10.montclair. Four advertising characteristics are used as antecedent constructs: informativeness. Using 711 valid replies from the survey. Intrusive ad formats like pop-ups that interrupt browsing activity and demand immediate response are more likely to be physically avoided by closing them. The research results show that informativeness was of no importance to the context of a sponsored link. One hundred sixty three undergraduate senior students at a major Northeastern university taking computer-lab classes completed all three stages in our study for $10 cafeteria coupon. however. Structural Model Assessment and Hypothesis Testing. Moreover.
9. small) and one within-subjects factor (time of measurement). CONCLUSION: This study sought to investigate the perceptions and attitudes of Internet searchers toward the sponsored link based on the theoretical models of Ducoffe  and Brackett and Carr . 07043chatterjeep@mail. 57% (94) were male students. banner ad vs. NO 4. Empirical Analyses. Experimental Design and Method The experimental design for the lab study had two between-subjects factors (two ad intrusiveness conditions. Irritation plays an important negative role so that advertisers and search engine providers should carefully handle this issue to avoid arousing users’ negative attitudes and feelings. National Science Council (NSC 97-2410-H-110-030 and NSC 98-2410-H-110-003). PUBLICATIONS: Journal of Electronic Commerce Research.
School of Business Montclair State University. RESEARCH METHODOLOGY: Measures and Questionnaire Development. credibility that has become the most important factor. Upper Montclair. subconscious process that occurs in parallel with the browsing activity and does not require any behavioral action by the consumer.
. entertainment. irritation and credibility. middle searchers. Entertainment plays a significant role. Prior research on preattentive processing and endurance of implicit/ explicit memory and memory for subgoals supports our findings that gains from using intrusive ads accrue when ad sizes are small and negative impact of intrusiveness decay over time. the Partial Least Square analysis shows that the credibility plays the most important role. The cluster analysis segregates the Internet searchers into four groups: light searchers. The second part of the study performs a cluster analysis according to the information search degrees of Internet users toward and how those four characteristics affect their values and attitudes vice a sponsored link. The research results imply that Internet users concern more on credible or trustworthy of sponsored links. Entertainment is significant for two groups and informativeness shows no importance. we focus on the role of advertisement size (large vs. ARE UNCLICKED ADS WASTED? ENDURING EFFECTS OF BANNER AND POPUP AD EXPOSURES ON BRAND MEMORY AND ATTITUDES AUTHOR: Department of Marketing.
strongly disagree. 1.Mobile. 2008
10. Their ages ranged from 18-29. Consumer attitudes toward pharmaceutical direct-to-consumer advertising. use of ad avoidance technologies and ownership of computer across cells. and
Deborah F. Independent Measures CONCLUSION: Chi-square tests revealed no significant differences in Internet use frequency. We selected this type of sample because these individuals currently use prescription drugs or purchase prescription drugs for others. Staff at three pharmacies distributed a paper-and-pencil questionnaire to customers who were filling or re-filling prescriptions. University of South Alabama. strongly agree). AUTHOR: Mathew Joseph
Bill Greehey School of Business. San Antonio. The questionnaire contained three sections. VOL 9. 63% (104) lived in rental apartments and about 71% (118) used the Internet daily. Part two contained questions concerning exposure to DTC prescription drug advertising and respondents’ views as to how
. NO 1. USA ABSTRACT:
The purpose of this paper is to examine consumer attitudes toward direct-toconsumer (DTC) advertising and whether consumer attitudes regarding these types of advertisements differ based on income.57% (98) had access to their own computer at home. Spake and Zachary Finney
Mitchell College of Business. Selection of Ad Stimuli 3. Alabama. with a mean age of 23. The staff encouraged the customers to complete the survey on-site while waiting for their prescription(s) to be filled.Context Manipulation 2. 5. USA. PUBLICATIONS: Journal of Electronic Commerce Research. These items were measured on a five-point Likert scale (1. The data offer support for sleeper effects when pop-up ads are small but not when they are large. Texas. Part one consisted of modified items based on those developed and tested by Joseph et al. Thus. We obtained the cooperation of a pharmacy chain in the southern USA to gather data for this study. St Mary’s University. (2005) that addressed customers’ opinions of DTC advertising. METHODOLOGY: A sample of 168 consumers completed the survey on-site at a pharmacy while waiting for their prescription(s) to be filled. they are familiar with the product.
the validity of consumer responses to these items is questionable. it appears that DTC promotions influence consumers. unaware that DTC promotions influence them.emeraldinsight. or .consumers should use the information they obtain in DTC advertising. Part three asked demographic questions for classification purposes. CONCLUSION: While consumer opinion of DTC was generally positive.com/1750-6123. most consumers
did not agree that DTC advertising influences their behaviour or brand preferences. 2008 pp. Given the response to DTC advertising seen by pharmaceutical firms.1108/17506120810887916
www. PUBLICATIONS: International Journal of Pharmaceutical and Healthcare Marketing Vol. reluctant to admit. 117-133 q Emerald Group Publishing Limited 1750-6123 DOI 10. Instead. 2 No.htm
. but consumers are: . 2.