Low-commitment consumer behavior.
ABSTRACT Discusses the implications of the thesis that "the effects of advertising vary by level of consumer commitment," which suggests that advertising should be designed for 2 conditions. Under the high-commitment conditions, greater informational content should be provided, since the consumer is likely to deliberate over purchase and to go through a "learning" process. Under low-commitment conditions, the weight rather than the content of advertising may be the key to sales. Maximizing the exposure levels may be the relevant objective, rather than maximizing recall (learning) levels. (30 ref) (PsycINFO Database Record (c) 2012 APA, all rights reserved)
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ABSTRACT: This study investigates the differences in advertisement attitude, brand attitude, and purchase intention based on advertising model and consumer product involvement. A total of 100 respondents in high involvement and 100 respondents in low involvement categories were exposed to the advertisements of a cosmetic brand using 4 different model types: celebrity endorser, expertise endorser, ordinary person as an endorser, and no endorser. The experiment was planned as types including high/low involvement and 4 different model types (25 respondents each). After looking at an advertisement for 1 minute, respondents were asked to answer a survey measuring advertisement attitude, brand attitude, and purchase intension. The results of this study showed that 6 hypotheses were supported and there was a significant difference between the high involvement and low involvement group depending on the advertising models used as well as the advertisement that influence advertisement attitude, brand attitude, and purchase intension. High involvement consumers showed the most favorable advertisement attitude on an advertisement with an expertise endorser, but low involvement consumers showed the most favorable advertisement attitude on an advertisement with a celebrity endorser. High involvement consumers showed the most favorable brand attitude on an advertisement with an expertise endorser whereas low involvement consumers showed the most favorable brand attitude on an advertisement with a celebrity endorser. High involvement consumers showed the highest purchase intention on an advertisement with an expertise endorser whereas low involvement consumers showed no difference in purchase intention depending on advertisement models. This study shows that marketers should differentiate advertising strategies based on consumer involvement.Journal of the Korean Society of Clothing and Textiles. 01/2010; 34(10).
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ABSTRACT: A significant part of theory in economic geography is founded on the paradigm of economic choice behaviour. Some of its predictions, therefore, must be sensitive to the strong simplifications of this paradigm. This is why it seems useful to identify, discuss and evaluate those simplifications as they exist to-day. Toward this end, we compare models of choice behaviour in economics, including the most recent ones, with a standard paradigm of consumer behaviour in psychology and marketing. This comparison can give us a rather good measure of distance between experienced behaviour and economic behaviour, which is used as a basis in some parts of theoretical economic geography.L'Espace géographique 09/1997; 26:153-164.
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ABSTRACT: This research aimed to examine an advertising location according to consumer involvement about internet search advertising and advertising effect according to advertising forms. This research carried out a questionnaire survey from May 25, 2011 for seven days with the target of men and women at the age of 20s-30s who tried search advertising in Seoul and capital area, and 519 copies were used for final analysis. For analysis of collected materials, the reliability test, factor analysis, -test, regression analysis and test were executed by using statistical package SPSS 16.0. The results are as follows. First, it appeared that consumer's clothing involvement, advertising involvement, advertising location and advertising forms had an influence on site attitude and clicking intention. Consumers of high clothing involvement, high advertising involvement and upper end advertising appeared to have high site attitude and clicking intention. Second, all consumers of the low and high clothing involvement and upper end advertising appeared to prefer the upper end advertising. It appeared that consumers of low advertising involvement prefer lower end advertising, and consumers of high advertising involvement prefer the upper end advertising at an advertising location according to clothing involvement. Accordingly, it is important that the search advertising exposes advertising in the upper end, and that should use an advertising phrase capable of giving trust to consumers. As the text advertising had high site attitude and clicking intention in the advertising forms, consumers should pay attention to the advertising phrase.The Research Journal of the Costume Culture. 01/2012; 20(2).