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1 Paper 1: Petty & Capiocco: centra land peripheral routes to advertising efectiveness: moderating role of involvement
Abstract Theoretisch kader Study 1 Study 2 Limitations + results
Undergraduates Petty & Cacioppo state Study Geen 2de studie in dit 92, 5 + of
expressed that there are 2 routes to involvement: hold experiment subjects in high
attitudes about persuasion recipient, involvement
product after Central route message + conditions
being exposed to consists of medium correctly recalled
magazine (under thoughtful characteristics that they were to
conditions of high consideration of constant + select brand of
or low product arguments of randomly assign disposable razor
involvement) message. Only participants to Low involvement
Ad contained when receiver has high and low none of subjects
strong or weak motivation + involvement indicated razor,
arguments and ability to think groups 78% correctly
featured either Peripheral when 160 male + recalled
average citizens listener decides female toothpaste
or sports whether to agree undergraduates Shown that when
celebrities with message participated to advertisement
Manipulation based on cused earn credit concerned a
great impact on beside strength of 20 subjects product of low
low involvement argument or ideas randomly involvement
Consistent with in message. Also assigned to 2 celebrity status of
view 2 distinctive when a listener is (involvement: product endorsers
routes persuaded. Are a high x low) x 2 was very potent
short cut (argument determinant of
Attitudes will quality: strong or attitudes about
change through weak) x 2 (cue: product. High
central route to celebrity or involvement:
persuasion will noncelebrity) celebrity status of
,have diferent factorial design product had no
efects from Participated in efect on attitudes
peripheral route groups of 3-15 in but cogency of
classroom. information about
Isolated from product contained
eachother in ad was
2 booklets for powerful
study: first with determinant
advertising stimuli
– second
dependent
measures
Independent variables:
involvement was
embedded in 2 places in
ad booklet:
o First: cover page
ofered subjects
free gift for
participation –
allow to choose
particular brand
(high
involvement) or
that they would
be allowed to
chose brand of
toothpaste (low
involvement)
o High were told
, product would
soon be test
marketed
o Low advertising
product would be
test marketed but
not in own city
o Dependent
measures:
subjects were
asked to try to list
all of product
categories for
which they saw
advertisements
and try to recall
brand name
2 Artikel 2 the efects of music in advertising on choice eehavior: classical condioning approach
Abstract theorie Study 1 Study 2 Conclusie + limitations
Do features like Difficulties with classical - Subjects were - Sample 122 Future research: include
humor, sex color, conditioning exposed to students varying importance of
and music in - Demand neutral product randomly the decision to be made
commercial characteristics: (conditioned assigned and the time lag
increase our Fishbein & stimulus) in - Cover story between exposure and
attention to azjen suggest context of subjects in actual choice.
product that attiude background decision making - Might explore
, information or change may feature condition were the tentative
can they directly be function of (unconditioned told an findings of this
influence our demand stimulus) advertising experiment in a
attitudes? characteristic - Behavioral agency would context where
Results of an s. Believe that measure of like help in real commercials
experiment using subjects must product deteming wheter are used
classical be preference was to purchase
conditioning consciously used instead of advertising time.
approach suggest aware paper and pencil 2 pens were
that hearing liked - Lack of awareness measure slated to be
or disliked music Consumers - 224 advertisied on
while being may not undergraduates program. For
exposed to always be randomly helping they
produc can aware that assigned during would be given 3
directly afect unconditioned registration pack of pens.
product stimuli in - Pilot study: - Shown slide of
preferences commercial subjects company 1 pen
Second may afect his evaluated music + told was
experiment: product on scale -> planning to use
diferentiated attitudes results led to 1 music (lised to
communication - Arousal: product minute grease liked grease
situations where information must be music as positive music + slide
classical kept minimal unconditioned beige pen)
conditioning otherwise arousal stimulus – one - Then slide light
approach or - Mere exposure <-> minute of blue told that
information classical classical Indian company was to
processing conditioning. Mere music as emphasize
approach might exposure can be negative product features
be appropriate in confounded with unconditioned - Viewed pen
explainging classical conditioning stimulus slides + watched
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