CONTEXT EFFECTS OF FEAR-INDUCING PUBLIC SERVICE ANNOUNCEMENTS

Claus Ebster,Udo Wagner,Lisa Eberhardsteiner 글로벌지식마케팅경영학회 2014 Global Marketing Conference Vol.2014 No.4

Recently, a television commercial by the Japanese tire manufacturer Autoway went viral on the Internet and received more than 3 million hits on YouTube. The advertisement, which depicts a car driver’s encounter with a grisly figure during a snowstorm, is preceded by a health warning: "Not for the faint of heart. We shall not be liable for any injuries, illness, and damages claimed to be caused by watching the contents." The popularity of this commercial, which explicitly points to its fear-inducing message, attests to the fact that fear appeals in advertising can draw attention. An area where fear appeals are particularly prevalent is social marketing. According to Kotler, Roberto, and Lee (2002), social marketing can be used to improve health, prevent injuries, protect the environment, and promote community involvement. Many of these issues, e.g., cancer screening, seat belt use, environmental pollution, or organ donations, are linked to negative consequences based on the action or inaction of consumers, which consequently lend themselves to fear appeals in advertising. Fear has been used in social marketing campaigns for various issues, such as road safety (Transport Accident Commission, 2002) or smoking (DeJong & Hoffman, 2000), as it can enhance the effectiveness of advertising but also lead to unintended side effects (Hastings, Steed, & Webb, 2004). While the literature has focused on the effectiveness of fear appeals, the effect of scary advertisements or public service announcements on consumers’ perceptions of other commercials surrounding them has been often overlooked. Social marketers might successfully use fear appeals in public service announcements, but the same advertisements could have an adverse effect on the effectiveness of the commercials surrounding them. In this study, we will investigate the carryover effects of public service announcements using fear appeals. Specifically, the goal of this research is to study the effects of fear appeals on the evaluation of commercials that follow.The remainder of this paper is organized as follows. First, we will give an overview of the influence advertisers have on the scheduling of commercials. In the following section, the literature on advertising context effects is reviewed and a hypothesis regarding the effects of fear-inducing public service announcements on the evaluation of subsequent commercials is developed. After the methodology section, the results of a laboratory experiment testing the hypothesis are presented and discussed.

The Effect of Displaying Products in Their Usage Context - A Field Experimental Investigation -

Claus, Ebster,Wagner, Udo,Auzinger, Cora Korean Academy of Marketing Science 2007 마케팅과학연구 Vol.17 No.2

The widespread use of self-service concepts in retailing has resulted in increased attention to the design of retail environments and to stimuli operating at the point of sale. One such merchandising technique, the "bundled presentation", i.e., related products are presented in close proximity to each other, is widely used by retailers but has rarely been investigated by academic consumer researchers. This study presents the results of a field experiment into the effects of presenting products in their usage context. Customers' attitudes towards the same product displayed in different ways are compared with each other. The results show that related products, i.e., products that are used together, should be presented in a coordinated display. Furthermore, the bundled presentation enhanced consumers' attitudes of the product when they saw it first in a bundled presentation and then evaluated it in front of a traditional presentation.

The Effect of Displaying Products in Their Usage Context - A Field Experimental Investigation

Ebster Claus,Udo Wagner,Cora Auzinger 한국마케팅과학회 2007 마케팅과학연구 Vol.17 No.2

  The widespread use of self-service concepts in retailing has resulted in increased attention to the design of retail environments and to stimuli operating at the point of sale. One such merchandising technique, the “bundled presentation”, i.e., related products are presented in close proximity to each other, is widely used by retailers but has rarely been investigated by academic consumer researchers. This study presents the results of a field experiment into the effects of presenting products in their usage context. Customers’ attitudes towards the same product displayed in different ways are compared with each other. The results show that related products, i.e., products that are used together, should be presented in a coordinated display. Furthermore, the bundled presentation enhanced consumers’ attitudes of the product when they saw it first in a bundled presentation and then evaluated it in front of a traditional presentation.

Impulsive Buying Triggered by Children

Claus Ebster,Udo Wagner,Deniese Neumueller 한국마케팅과학회 2005 한국마케팅과학회 학술대회 발표 논문집 Vol.- No.-

CONTEXT EFFECTS OF FEAR-INDUCING PUBLIC SERVICE ANNOUNCEMENTS

Claus Ebster,Udo Wagner,Lisa Eberhardsteiner 글로벌지식마케팅경영학회 2014 Global Marketing Conference Vol.2014 No.7

Recently, a television commercial by the Japanese tire manufacturer Autoway went viral on the Internet and received more than 3 million hits on YouTube. The advertisement, which depicts a car driver’s encounter with a grisly figure during a snowstorm, is preceded by a health warning: Not for the faint of heart. We shall not be liable for any injuries, illness, and damages claimed to be caused by watching the contents. The popularity of this commercial, which explicitly points to its fear-inducing message, attests to the fact that fear appeals in advertising can draw attention. An area where fear appeals are particularly prevalent is social marketing. According to Kotler, Roberto, and Lee (2002), social marketing can be used to improve health, prevent injuries, protect the environment, and promote community involvement. Many of these issues, e.g., cancer screening, seat belt use, environmental pollution, or organ donations, are linked to negative consequences based on the action or inaction of consumers, which consequently lend themselves to fear appeals in advertising. Fear has been used in social marketing campaigns for various issues, such as road safety (Transport Accident Commission, 2002) or smoking (DeJong & Hoffman, 2000), as it can enhance the effectiveness of advertising but also lead to unintended side effects (Hastings, Steed, & Webb, 2004). While the literature has focused on the effectiveness of fear appeals, the effect of scary advertisements or public service announcements on consumers’ perceptions of other commercials surrounding them has been often overlooked. Social marketers might successfully use fear appeals in public service announcements, but the same advertisements could have an adverse effect on the effectiveness of the commercials surrounding them. In this study, we will investigate the carryover effects of public service announcements using fear appeals. Specifically, the goal of this research is to study the effects of fear appeals on the evaluation of commercials that follow.The remainder of this paper is organized as follows. First, we will give an overview of the influence advertisers have on the scheduling of commercials. In the following section, the literature on advertising context effects is reviewed and a hypothesis regarding the effects of fear-inducing public service announcements on the evaluation of subsequent commercials is developed. After the methodology section, the results of a laboratory experiment testing the hypothesis are presented and discussed.

CHARISMATIC SELLING: AN INVESTIGATION OF CHARISMATIC NONVERBAL BEHAVIORS IN PERSONAL SELLING

Sandra Pauser,Udo Wagner,Claus Ebster 글로벌지식마케팅경영학회 2016 Global Marketing Conference Vol.2016 No.7

Charismatic public figures are often associated with personal magnetism, a captivating aura, and an ability to influence their counterparts. Over the last 25 years, the concept of charisma has gained considerable interest among social scientists, and its positive effects on performance have been reported in multiple research areas (Vercic & Vercic, 2011). Nevertheless, there exists scarce research on charisma in marketing and little is known about specific nonverbal behaviors that predict charisma (Heide, 2013). Additionally, for decades a substantial body of sales research has been focusing on identifying characteristics of sales personnel that predict performance (Bauer & Martin, 2009). Therefore, the aim of this paper is to identify nonverbal behaviors that lead to a salesperson’s charisma in a personal selling context by posing the following research question: Which aspects of body language differentiate salespersons from each other and are such differences antecedents for perceived charisma?Charismatic public figures are often associated with personal magnetism, a captivating aura, and an ability to influence their counterparts. Over the last 25 years, the concept of charisma has gained considerable interest among social scientists, and its positive effects on performance have been reported in multiple research areas (Vercic & Vercic, 2011). Nevertheless, there exists scarce research on charisma in marketing and little is known about specific nonverbal behaviors that predict charisma (Heide, 2013). Additionally, for decades a substantial body of sales research has been focusing on identifying characteristics of sales personnel that predict performance (Bauer & Martin, 2009). Therefore, the aim of this paper is to identify nonverbal behaviors that lead to a salesperson’s charisma in a personal selling context by posing the following research question: Which aspects of body language differentiate salespersons from each other and are such differences antecedents for perceived charisma?in front) should be used more frequently in a personal selling situation to increase a salesperson’s charisma. These studies represent an important first step in conceptualizing charismatic sales behaviors and provide valuable insights for further research.

Marketing in the Dynamic World

David Griffith,Sang Hoon Kim,Feifei Liu,jong Ho Lee,Tony C,Garrett,Stefan Bodenberg,Allan Afuah,Jina Kang,Claus Ebster,Udo Wagner,Barbara Geider 한국마케팅과학회 2008 한국마케팅과학회 학술대회 발표 논문집 Vol.- No.-