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Source publication
This study aims to determine the beliefs about advertising of two controversial products, namely political parties and sexual diseases prevention. The theory of reasoned action was utilized as underlying premise to elicit beliefs about controversial advertising in order to understand the formation of attitude towards the advertising. A qualitative...
Context in source publication
Context 1
... 30 respondents were predetermined as the minimum sample size, 13 additional respondents were sampled to ensure information replication was achieved. Table 2 shows the 11 statements of belief about the advertising of political parties with their respective frequency counts. Three coders, including one of the researchers, coded the transcripts independently before coming together to finalize the themes (statements of belief). ...
Citations
... Addressing viewer response to advertising of political parties, de Run & Ting (2014) find that although audiences recognize such advertising is providing information, there is a level of skepticism and therefore it must be presented in a way that avoids negative responses. In any arena, an advertiser generally does not concern themselves with consumers outside of their target audience, as long as that content does not offend those outside the target, for fear the ad might backfire. ...
In this chapter, a conceptual approach is proposed for how sonic elements of advertising can be utilized to create a connection with a particular target segment based on their homogeneous political viewpoints. After a literature review of pertinent topics, theoretical development of the proposed approach is presented, followed by sections related to how Integrated Marketing Communications strategy can employ sonic elements in a way that appeals to some target markets while minimizing potential backlash from others. Audience fragmentation, where technology is changing how consumers view entertainment, is identified as an opportunity for how advertising is morphing in contemporary society. A formative model is presented that can potentially be used as a starting point for further research, which is briefly discussed along with limitations.
... Thus, it should be appreciated that the way shocking ads are evaluated greatly varies with some finding them to be socially acceptable (Chan et al., 2007;Dens et al., 2008). Controversial ads elicit attention (Arnaud et al., 2018), create higher levels of brand awareness and recall (Sabri & Obermiller, 2012), have long-lasting impression (Machova et al., 2015), arouse curiosity (Perez-Sobrino, 2016), are highly entertaining (Dens et al., 2008;deRun & Ting, 2014), and generally are regarded as exceptionally creative (Bachnick & Nowacki, 2018). Moreover, an earlier study by Vezina and Paul (1997) found that consumers favorably evaluate provocative ads. ...
The serendipitous emergence of social media at the turn of this century created new uncensored avenues for the advertising industry. This created conditions conducive to peddling controversial ads or shockvertising. Controversial ads came as a result of the need to breakthrough the advertising clutter. The pervasiveness of controversial ads created mixed feelings among the audience. In order to avoid offending some target markets, advertisers are now faced with a daunting task of channeling their controversial ads to the target market groups that are likely to respond favorably. This study therefore seeks to determine the differential effects of controversial advertisements across various demographic groups. A sample of 1200 respondents was surveyed from one of the leading fast-food restaurants that regularly flight controversial ads laced with sexual humor in Zimbabwe. The data were analyzed using factorial analysis of variance (ANOVA). The study revealed that in general shockvertising was well appreciated across all demographic groups studied. There were some differential effects of age and marital status on the ad evaluation. However, there were no differential effects on gender, religion, and levels of education on ad evaluation. The study recommended the use of controversial ads as they can manage to cut through the information clutter. Advertisers, however, should emphasize more on the youth and the single consumers since they appreciate controversial ads more than other demographic groups.
... Given the impact of negative political advertising and of young voters on the 2018 GE result, the present study attempts to determine the scale pertaining to voters' beliefs of political advertising, developed by de Run and Ting (2014). The study strives to validate the scale using the theory of reasoned action (TRA) and related advertising literature as the underpinning premises (Fishbein & Ajzen, 1975;Natarajan, Balasubramanian, Balakrishnan & Manickavasagam, 2013;Pollay & Mittal, 1993). ...
... During the Malaysian election campaigns, political parties target voters with both positive and negative political advertising (de Run & Ting, 2014;Kaid & Holtz-Bacha, 2006;Rahim & Mohamed, 2017). A decade ago, parties used printed materials and television (National broadcaster Radio Television Malaysia -RTM) to disseminate information election campaigns, but now online mediums such as Facebook, blogs, and Twitter take precedence (Chu, 2018;Kaid & Holtz-Bacha, 2006). ...
... To understand young Malaysian voter behavioural beliefs about political advertising, an exploratory study was conducted in Sarawak, a state of Malaysia, in 2014(de Run & Ting, 2014. Twelve salient belief factors were elicited through interviews, which included (1) a source of information; (2) misleading; (3) for personal gain; (4) harmful to the country's welfare; (5) ineffective; (6) waste of resources; (7) offensive; (8) an aid to more development due to competition; (9) false claims; (10) meaningless; (11) distrustful, and (12) amusing to watch. ...
The recent General Election in Malaysia has seen the opposition alliance form the government for the first time in its history. The tsunami that changed the country's political landscape has largely been attributed to the participation of young voters and the effect of political advertising transmitted through social media. Drawing upon the theory of reasoned action, the study tests the scale of beliefs about political advertising in relation to attitude towards political advertising among young voters. While the first phase of the study validated the belief components, the second phase tested and confirmed the effect of the belief components on attitude. As a result, three belief components of political advertising were extracted, including core values, actual values, and external values. The findings indicated that young Malaysian voters hold unfavourable beliefs about political advertising. Moreover, the beliefs about advertising's core and external values have a direct effect on attitude towards political advertising. Given young voters use social media for nearly every aspect of their lives, the findings underscore the importance of understanding the potential effect of negative political advertising and its external elements during election campaigns.
... Behavioral reactions based on an individual's cognition, feelings, and emotions upon the performance of a certain behavior form his or her attitude toward this behavior (Conner and Armitage, 1998;Rutherford and DeVaney, 2009). Such attitudes are formed by the association and the strength of certain characteristics and traits regarding the given behavior (Wu and Yu-Chen, 2014;de Run and Ting, 2014) in this case, switching. Moreover, the perceived utility and relative advantage of the behavior itself influence one's attitudes as well (Gall and Olsson, 2012;Madahi and Sukati, 2014). ...
Purpose
The purpose of this paper is to analyze consumer switching behavior, which in the retail banking sector is of outmost importance, particularly during financial crises and in their ensuing consolidation pressures. Moreover, research indicates that cultural values play a critical role in determining a customer’s likelihood to switch the service provider. The theory of planned behavior offers a comprehensive theoretical framework for an understanding of this behavior. Its application implies that switching is influenced not only by one’s attitudes toward changing banking service providers, but also by the merger situation at hand, the influence of significant others, and whether the switching decision is under one’s behavioral control.
Design/methodology/approach
This paper scrutinizes the merger between Lloyds TSB and Halifax Bank of Scotland in the Spanish market, with a focus on the differences between British and Spanish consumers. In all, 30 face-to-face exploratory interviews were conducted with a sample of customers from both nationalities selected through a purposive sampling technique.
Findings
The results indicate that the switching behavior within the banking sector is largely determined by one’s cultural background. While individualistic consumers are more prone to switch banks, collectivist consumers are highly risk averse and are unwilling to lose the established relations with a bank’s personnel. These particular characteristics make them unlikely to switch banks irrespective of a merger and its related consequences.
Originality/value
This paper examines the impact of cross-cultural differences on consumer switching motivations and intentions in the particular case of a real-life banks’ merger.
... Behavioral reactions based on an individual's cognition, feelings, and emotions upon the performance of a certain behavior form his or her attitude toward this behavior (Conner and Armitage, 1998;Rutherford and DeVaney, 2009). Such attitudes are formed by the association and the strength of certain characteristics and traits regarding the given behavior (Wu and Yu-Chen, 2014;de Run and Ting, 2014) in this case, switching. Moreover, the perceived utility and relative advantage of the behavior itself influence one's attitudes as well (Gall and Olsson, 2012;Madahi and Sukati, 2014). ...
Purpose
The purpose of this paper is to examine the factors that affect customers’ switching intentions among banks in the context of mergers and acquisitions, using particularly the case of the merger between Lloyds TSB and Halifax Bank of Scotland, which took place in 2009.
Design/methodology/approach
On the basis of the theory of planned behavior, a quantitative survey was developed and administered to 515 account holders from both banks in branches located in Spain. Structural equation modeling was then utilized to evaluate the significance of direct and indirect relationships between the various factors under study.
Findings
Empirical findings indicate a significant direct relationship between switching intentions and each of: behavioral beliefs, normative beliefs, attitudes, and subjective norms. Results also reveal an inverse significant relationship between switching intentions and both control beliefs and perceived behavioral control.
Research limitations/implications
The absence of a longitudinal study measuring the actual impact of the merger on customer switching behavior is the main limitation of this study. Moreover, despite being insightful, the results of this study should be generalized with caution since the sample was based on a list purposely chosen by the banks’ management.
Originality/value
This paper discusses customer switching behavior in the context of a real-life case of banks’ consolidation.
The fast development of social media and online marketing brings a lot of benefits to business. In marketing, the use of controversial advertisements has increased in the last 2 decades. However, it is not clear whether consumers hold positive or negative attitudes toward controversial advertisements. Although the consumers’ attitudes toward competing brands are important determinants of their buying decisions, provocative messages could cause negative attitudes and negatively affect purchase decisions. While the issue of controversial or offensive advertising has been raised in Western countries, but there is a lack of study in this topic in developing countries like Vietnam. This study focuses on exploring the factors affecting to the attitude toward controversial advertising of consumers about FMCG products in Vietnam and suggesting solutions for applying controversial advertising in the Vietnamese context. Based on the related research, a research model is proposed including five variables: general beliefs, positive emotions, negative emotions, affective attitudes, cognitive attitudes. Through a survey of 286 valid samples, the research model has been tested using SEM/AMOS. The results show that all 6 hypotheses are supported. The research gives meaningful insights for any FMCG brand when it comes to deciding on controversial advertising strategy in Vietnamese market.
A STUDY OF CONSUMER PERCEPTION ON CONTROVERSIAL ADVERTISEMENTS
IN INDIA
Television commercials have been the main medium for advertising products/services/ideas to the masses. However, the use of controversial advertisements has shown a manyfold increase in the recent past. Controversial advertisements can be beneficial or harmful for the product; depending on how the target audience perceives them. Even though such advertisements may cause offense to a certain consumer group(s), but advertisers still don’t refrain from using such advertisements to market their or their clients’ product offerings in different segments namely products/services/ideas. Although the majority of research on consumer’s behaviour towards controversial advertisements has been reported from Western countries, very little is known in Asian perspective. In the present study, we attempted to analyze the Indian perspective of consumer’s attitude towards controversial television advertisements based on a survey of 609 respondents (312 males and 297 females). The results obtained indicated ‘political advertisements’ as the most controversial offering to be advertised on television. Consumers were found to be more offended with advertisements where ‘nudity’ was used as the main execution technique. Attitude of consumers towards controversial advertisements and their effect on purchasing behaviour were found clearly correlated to demographic variables including age, education and gender.
