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12 Ways To Use E-learning For Customer Acquisition And Retention
Customer acquisition and customer retention are important issues for any company today. A simple definition of “customer acquisition” is the process of acquiring or obtaining new customers, and/or...
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A Theory of Advertising to Children 2
The Development of a Theory of Advertising to Children In developing a theory of advertising to children, it is important to consider the area’s distinctive aspects and attempt to identify its unique...
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10 Ways to Identify if Your Public Relations Company is Right for You
PR plays a key function in a successful business. And for PR to be productive you will need to trust more than friendship or basic instincts in choosing an “ideal” PR company. Since public relations...
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A Theory of Advertising to Children 3
Empirical Generalizations-Advertising to Children First and foremost, we focused on identifying empirical generalizations that deal with children as receivers of advertising messages. Since...
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A Theory of Advertising to Children 4
Children as Ad Receivers Prior to the 1970s, some argued that children were not targeted with advertising messages. Yet much of the research in subsequent years demonstrated that children were not only...
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A Theory of Advertising to Children 5
Understanding Advertising’s Persuasive Intent As noted by John (1999), research focusing on children as ad receivers surged in the 1970s and 1980s. Studies published at this time were based largely on...
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A Theory of Advertising to Children 6
Development of Persuasion Knowledge Persuasion knowledge deals with consumers’ personal knowledge of the tactics used in persuasion attempts (Friestad & Wright, 1994). Persuasion knowledge helps...
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A Theory of Advertising to Children 7
Information Processing Abilities In their seminal study, Petty, Cacioppo, and Schumann (1983) distinguish between ad receivers’ use of central and peripheral processing tendencies. Specifically,...
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A Theory of Advertising to Children 8
Moderating Elements Socialization Factors Research suggests that socialization effects will likely influence children’s abilities to deal with ads (Moschis, 1985). Baumrind (1980) defined socialization...
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A Theory of Advertising to Children 9
Parents/Family as Moderators of the Influence of Advertising on Children The family is, of course, a potent influencing agent in children’s development though the definition of family is not applied...
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A Theory of Advertising to Children 10
Peers as Moderators of the Influence of Advertising on Children Peers also serve as socialization agents and therefore are potential moderators of certain of the relations previously mentioned. In...
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A Theory of Advertising to Children 11
Discussion Our review and theorizing suggests that children have limitations as ad receivers, but these constraints tend to diminish as the child matures. For example, prior research has noted that as...
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Consumer Psychology: Advertising Psychology 10
Key Terms Salient stimuli: Prominent stimuli that are context dependent. Sleeper effect: Persuasive messages that are not initially perceived as believable can alter people’s opinions later on. Vivid...
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Consumer Psychology: Consumer Decision-Making and Brand Loyalty 1
Introduction This chapter will explain how consumers make use of different types of heuristics when making decisions about which products and brands they should purchase. In particular, prediction,...
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Consumer Psychology: Consumer Decision-Making and Brand Loyalty 2
Prediction heuristics Tversky and Kahneman (e.g. 1974, 1983) identi fled four types of prediction heuristics (see Table 9.1) that have been found to be important for decision-making: the...
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Consumer Psychology: Consumer Decision-Making and Brand Loyalty 3
However, the availability heuristic is not always helpful when it comes to making consumer decisions. This is because consumers will make use of the most readily available information regardless of...
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Consumer Psychology: Consumer Decision-Making and Brand Loyalty 4
Persuasion heuristics Research conducted on attitude change and persuasion has shown that individuals either take short cuts in order to process information rapidly or think extensively about the...
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Consumer Psychology: Consumer Decision-Making and Brand Loyalty 5
Choice heuristics When consumers are particularly unmotivated to process the information they encounter, whether it is due to ability or motivation does not matter, they tend to make use of choice...
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Consumer Psychology: Consumer Decision-Making and Brand Loyalty 6
Are consumers rational in their decision-making? Looking at how heuristics impact upon decision-making, it would appear that con- sumers are not able to be rational. However, research in different...
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Consumer Psychology: Consumer Decision-Making and Brand Loyalty 7
Attribute-based decisions Consumer decision-making is often affected by directly comparing particular attributes or features of products. Comparisons of attributes can naturally only be used if they...
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