The role of animation in the consumer attitude formation: Exploring its implications in the tripartite attitudinal model

2011 ◽  
Vol 19 (2) ◽  
pp. 99-111 ◽  
Author(s):  
Chang-Hyun Jin
Keyword(s):  
Attitude Formation ◽  
Consumer Attitude ◽  
Attitudinal Model

The effects of affective and cognitive elaborations from Facebook posts on consumer attitude formation

2015 ◽  
Vol 14 (3) ◽  
pp. 208-218 ◽  
Author(s):  
Kuan-Ju Chen ◽  
Jooyoung Kim ◽  
Jhih-Syuan Lin
Keyword(s):  
Attitude Formation ◽  
Consumer Attitude

Acceptance of Branded Video Games (Advergames)

2015 ◽  
pp. 851-871 ◽  
Author(s):  
José Martí-Parreño ◽  
Carla Ruiz-Mafé ◽  
Lisa L. Scribner
Keyword(s):  
Video Games ◽  
Cultural Differences ◽  
Empirical Research ◽  
Research Study ◽  
Product Placement ◽  
Primary Factor ◽  
Previous Experience ◽  
Consumer Attitude ◽  
Moderating Role

Advergames are free, branded video games used by advertisers to target audiences with marketing communications in a playful, interactive, and engaging way. Despite their advantages for consumers (i.e., free entertainment content), advergames can also cause concern in consumers (i.e., advertising clutter), making it necessary to explore consumers' attitudes that lead to acceptance of advergames. This chapter analyses the factors that lead consumers to accept advergames as an advertising format analyzing three variables related to consumer-media relationships: 1) consumer attitude toward advertising, 2) consumer attitude toward the presence of brands in video games, and 3) previous experience with video games. The moderating role of culture is also analyzed. To do so, an empirical research study involving American and Spanish students was developed. Findings suggest that attitude towards advertising is the primary factor affecting advergame acceptance for the Spanish sample, while attitude towards product placement in advergames is the primary factor affecting advergame acceptance for the American sample. These results suggest cultural differences related to advergame acceptance.

scholarly journals The Effect of Packaging Color and Health Claims on Product Attitude and Buying Intention

2020 ◽  
Vol 17 (6) ◽  
pp. 1991 ◽  
Author(s):  
Alexandra Theben ◽  
Melissa Gerards ◽  
Frans Folkvord
Keyword(s):  
Visual Cues ◽  
Positive Attitude ◽  
Negative Attitude ◽  
Healthy Food ◽  
Health Claims ◽  
Consumer Attitude ◽  
Packaging Design ◽  
Health Related ◽  
People’S Attitudes

Packaging design is an important factor when consumers look out for healthy food. The study tested for effects of packaging color and health claims of a fictional fruit yoghurt package on attitude towards the product and subsequently, consumer’s buying intention, using a 2 × 2 between-subjects experimental design. We also tested whether interest in healthy food is a moderating factor. We found no evidence to support that visual cues (color) and textual cues (health-related advertising claims) are effective in influencing consumer attitude towards the product. Consumers did not show a more positive attitude towards products presented in low-arousal packaging colors (green/blue) compared to high arousal packaging colors (red/yellow). Also, the claim “palatability” did not result in a more positive attitude towards the product than the claim “healthy”. A moderating role of interest in healthy food could not be confirmed. The results confirmed, however, a significant relation of attitude towards the product and buying intention. Thus, buying intention could be explained mostly by whether consumers had a positive or negative attitude towards the product, which confirms that people’s attitudes are powerful predictors of buying decisions.

scholarly journals Keeping on track and growing apart: An empirical analysis of the role of education and media in attitude formation

Poetics ◽  
2013 ◽  
Vol 41 (5) ◽  
pp. 524-544 ◽  
Author(s):  
Mark Elchardus ◽  
Sarah Herbots ◽  
Bram Spruyt
Keyword(s):  
Empirical Analysis ◽  
Attitude Formation

The Changing Role of Race in Social Welfare Attitude Formation

2012 ◽  
Vol 66 (3) ◽  
pp. 572-584 ◽  
Author(s):  
Laura S. Hussey ◽  
Shanna Pearson-Merkowitz
Keyword(s):  
Social Welfare ◽  
Attitude Formation ◽  
Changing Role
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