Table 5 - uploaded by J. Scott Armstrong
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Ten principles in need of experimental research (principle # in Persuasive Advertising) Principle # in PA
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Complex phenomena such as advertising are difficult to understand. As a result, extensive and repeated testing of diverse alternative reasonable hypotheses is necessary in order to increase knowledge about advertising. Laboratory and field experiments, as well as quasi-experimental studies, are needed. Fortunately, much useful empirical research of...
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... As a result, consumers tend to engage in logical and analytical thinking when processing rational appeals, relying on facts and objective information. In contrast, emotional appeals elicit a more holistic and comprehensive thinking process wherein consumers consider the overall experience and emotional satisfaction associated with the product (Armstrong, 2011). ...
An increasing number of enterprises are adopting a dual-channel business strategy that combines short video e-commerce with traditional e-commerce in their online activities. Previous research on advertising appeals has primarily focused on ad content, products, and consumers. However, the lack of attention given to shopping channels raises a question for the retail industry: How can enterprises create differentiated ads that cater to the needs of consumers in different channels? Across three studies, this research builds upon the regulatory focus theory to demonstrate that consumers on e-commerce platforms, as opposed to short video platforms, are more likely to adopt a prevention-focused mindset rather than a promotion-focused one and vice versa. This positive consumer response arises from the flow experience generated by the regulatory fit between e-commerce channels and advertising appeals. The findings of this research offer both theoretical and practical contributions to the realms of marketing and e-commerce.
... In recent advertising contexts, the digital transformation entails more than just a change in the modes of advertising media or any technological advancement that merely enhances the picture quality; rather, it covers a holistic view of business strategy with its special focus on the "executional factors" of advertising (Percy & Rosenbaum-Elliott, 2021;Tevi&Koslow, 2018;Armstrong, 2011), with the factor of rhetorical figures being one of the most pervasive and widely-addressed one. Although, visual rhetoric has increasingly been employed in digital advertisements and research on rhetorical figures has gained momentum in advertising (e.g., Kaplan, 1990;Phillips, 2000;McQuarrie & Mick, 2003;van Enschot et al., 2008;Maes&Schilperoord, 2008;Yus, F., 2009;van Mulken et al., 2010;Lagerwerf et al., 2012;Rossolatos, 2013;.Pérez, 2018;Chakroun, 2020), for a long time there was no considerable theory or taxonomy that may guide practitioners in differentiating or systemizing the visual elements of advertisements into meaningful categories (Madupu et al., 2013;Malkewitz et al., 2003). ...
... However, it is still unknown whether lobbies' narratives affect perception. On the one hand, research on marketing shows that narratives in advertisements persuade consumers to like or buy a product (Rodgers et al., 2014;Scott Armstrong, 2011), but, on the other hand, lobbies' narratives might be perceived as a non-credible source of information when individuals are aware of their interests and, thus, ineffective in changing beliefs about a broader issue (Haaland et al., 2020;Coibion et al., 2020). ...
This paper presents experimental evidence on the impact of opposite copyright lobbies' narratives on scholars' views toward the publishing system. We conduct the empirical analysis by running a large-scale information provision experiment on a representative population of European scholars. Scholars were individually randomized into a control group or one of two promotional videos presenting opposite lobbying interests. The first video presents the publisher's narrative, featuring publishers as innovative firms and the guardians of ethics and scientific advance. While the second presents copyright activists' narrative featuring publishers as greedy and unethical. We document scholars' general discontent towards the publishing system. However, both lobbyist narratives change perceptions towards their cause. Overall, publishers' lobbyist information has a slightly smaller persuasive effect, linked to a small part of the population that exhibits a strong emotional reaction. Additional information is accompanied by a slight increase in the probability of taking the action of being informed, especially when we control for the scholar's quality.
... Research scholars advocate the advantages of asymmetric hypotheses, modelling and data analysis (Feurer et al., 2016;Fiss, 2011;Frösén et al., 2016;Hsu et al., 2013;Ordanini et al., 2014;Woodside, 2016Woodside, , 2017Woodside et al., 2016). De Villiers (2016) suggested that marketing theorists need to develop grounded theories, models and frameworks akin to the algorithm-based asymmetric-theory construction and testing by behavioural and management researchers (Armstrong, 2011;De Villiers, 2016;Feurer et al., 2016;Gigerenzer and Brighton, 2009;Ordanini et al., 2014). ...
This study conceptualizes the adoption process for new technology-based research methodologies. Using the case of “qualitative comparative analysis” (QCA) we apply several theoretical frameworks and identify champions of the adoption of the new methodology. The paper draws upon 216 articles across 36 A*- and A-ranked journals listed in the Scopus database. The study conceptualizes the adoption process as follows: inception (inventor)→ domain-specific multi-level elaboration (innovators) → diffusion (champions; domain-specific advocates) → production (developers) → mass acceptance (majority) and adds the impact of various role-players to existing models. Additionally, this study shows how seven scholars acted as early innovators to champion the acceptance of QCA. The study recommends a model for full idea adoption with four tipping points. The paper extends both methodology and QCA research and helps inform improvements in research and practice by identifying gaps in the idea adoption journey not yet covered by the extant literature.
... Sur le plan empirique, tous les modèles ne se valent pas. Les recherches récentes ont permis de mettre au jour les concepts et les processus les plus pertinents pour expliquer comment l'exposition à une information persuasive peut provoquer des réactions à court terme et conduire à des changements comportementaux à moyen et long terme (Armstrong, 2011). Ces données sont cruciales pour les praticiens et doivent être mieux vulgarisées, selon plusieurs (Armstrong, 2010(Armstrong, , 2011Rundle-Thiele et al., 2019;Tapp et Spotswood, 2013; entre autres). ...
... Les recherches récentes ont permis de mettre au jour les concepts et les processus les plus pertinents pour expliquer comment l'exposition à une information persuasive peut provoquer des réactions à court terme et conduire à des changements comportementaux à moyen et long terme (Armstrong, 2011). Ces données sont cruciales pour les praticiens et doivent être mieux vulgarisées, selon plusieurs (Armstrong, 2010(Armstrong, , 2011Rundle-Thiele et al., 2019;Tapp et Spotswood, 2013; entre autres). De nombreux chercheurs rappellent d'ailleurs l'importance de lier l'évaluation des campagnes à de solides ancrages théoriques, afin d'en augmenter les chances de succès Valente et Kwan, 2013). ...
... Dans le domaine publicitaire en général ou du marketing social en particulier, les comportements d'utilisation des CIR peuvent être liés à des motivations distinctes (Armstrong, 2011;French et Gordon, 2015) : ...
La publicité sociale, que plusieurs inscrivent dans le domaine plus large du marketing social, occupe une part importante de l’industrie de la communication marketing au Québec : des dizaines de millions de dollars sont investis chaque année dans des campagnes publicitaires promouvant des causes sociales et environnementales multiples. Si les annonceurs sociaux choisissent cette forme de communication persuasive, c’est parce qu’ils sont animés de la conviction qu’elle est efficace pour susciter l’adoption de « bons » comportements ou l’abandon de « mauvais » comportements chez le public visé. Or, cette assertion soulève inévitablement des questions : l’efficacité des campagnes de publicité sociale est-elle évaluée? Le cas échéant, sur quels indicateurs et méthodes s’appuient ces évaluations? Sont-ils arrimés aux plus récentes connaissances issues de la recherche scientifique? Dans les écrits scientifiques, deux constats émergent : l’absence de consensus sur ce qui constitue une campagne efficace et sur la manière d’évaluer cette efficacité, ainsi que le manque de données empiriques sur les pratiques d’évaluation des professionnels. De tels constats conduisent naturellement à s’interroger sur la dynamique d’échange entre la recherche scientifique et les professionnels de la publicité sociale. Les données scientifiques sont-elles transférées aux professionnels? Dans l’affirmative, les intègrent-ils à leurs pratiques? Encore une fois, la revue de la littérature permet de constater que ces enjeux ont été peu documentés empiriquement jusqu’à présent. Dans ce contexte, l’étude s’est penchée sur l’enjeu général de l’arrimage entre les connaissances issues de la recherche scientifique (CIR) et les pratiques d’évaluation des campagnes de publicité sociale au Québec. S’appuyant sur un devis méthodologique mixte, un questionnaire a d’abord été soumis à soixante-deux professionnels de la publicité sociale oeuvrant au Québec, afin d’établir un portrait chiffré de leurs pratiques à l’égard de l’évaluation des campagnes ainsi que du transfert et de l’utilisation des connaissances scientifiques. Puis, vingt-trois professionnels ont participé à des entretiens individuels pour explorer plus en profondeur les raisons qui sous-tendent ces pratiques.
... Rule-based instruction assists in consistently creating high-impact ads and avoiding bad results (Armstrong, 2010(Armstrong, , 2011. In an effort to define a set of guidelines for effective pharma branding, the study here turned to Jungian archetypes, a subconsciously understood set of roles and patterns of behavior shared universally by people around the world (Jung, 1919;Mark & Pearson, 2001). ...
The pharmaceutical industry spends billions annually on marketing to physicians (over $4.3 billion in 2014). The industry as a whole has a lot of experience in determining what to say to physicians, but it is less confident when it comes to how to say it—sometimes leading to advertising that does not engage, thereby costing sales. In an effort to define a set of rule‐based guidelines for effective pharma branding, the study adapts the primary Jungian archetypes to develop the first collection of archetypal tones of voice for healthcare products. The study here demonstrates, via a series of fuzzy‐set qualitative comparative analyses that well executed ads following an archetype consistently connect with physician audiences, while nonarchetypal healthcare ads demonstrate an inconsistent performance. Such an analysis would traditionally take the form of null hypothesis significance testing (NHST), but NHST provides substantially less insights than algorithm modeling and the use of fuzzy‐set qualitative comparative analysis as this study describes.
... Research scholars advocate the advantages of asymmetric hypotheses, modelling and data analysis (Feurer et al., 2016;Fiss, 2011;Frösén et al., 2016;Hsu et al., 2013;Ordanini et al., 2014;Woodside, 2016Woodside, , 2017Woodside et al., 2016). De Villiers (2016) suggested that marketing theorists need to develop grounded theories, models and frameworks akin to the algorithm-based asymmetric-theory construction and testing by behavioural and management researchers (Armstrong, 2011;De Villiers, 2016;Feurer et al., 2016;Gigerenzer and Brighton, 2009;Ordanini et al., 2014). ...
This study explains how to disentangle the relationships between outcomes and the configurations of marketing brand tactics and consumer attributes for a particular marketing phenomenon. We demonstrate that qualitative comparative analysis (QCA) can be implemented in marketing contexts, and that it can explain marketing phenomena to the standards of rigour, generality and complexity demanded by scientific research. Fuzzy set QCA (fsQCA) need not be feared; it can be a very useful case-based method for marketing theorists. The "thought experiment" featuring the hypothetical Dorah Explorah brand demonstrates fsQCA's value and its similitude with real markets, and confirms that a single attribute, marketing tactic or condition can affect the examined outcome differently when it is part of a different configuration, although it may not be necessary or sufficient for the outcome by itself. We extend the literature on marketing theory creation by drawing on social psychology and management disciplines (for methodology) and Heider's (1958) balance theory to propose a specific hypothesis. We then test this hypothesis via an experimental manipulation. We present the theoretical background supporting the study's hypothesis and make a strong plea for marketing scholars to develop theories using truly useful, highly predictive asymmetrical logic. We hope that this paper will act as a tutorial for marketing researchers, novices and experts, making the application of fsQCA as a methodology and as a set of techniques easier and more transparent. We explicitly highlight the configurationally important aspects of qualitative research in empirical marketing studies and comparative scientific enquiry.
... In their efforts to provide simple messages, pop-management authors often fail to properly explain the conditions or the evidence behind their conclusions. Armstrong (2011) found that students who had read relevant popmanagement books provided fewer correct such books. ...
... When a foreign brand is advertized, a CS ad should include a high-exposure foreign language. Finally, Armstrong (2011) advocated that practitioners need more managerially relevant principles (i.e., conditionÀaction statements) to increase ad persuasiveness; academic research contribution to this field is lacking. Our research provides evidence-based principles for creating effective CS ads and suggestions for international advertising strategies. ...
This study investigates the influence of brand origin and foreign language familiarity in code-switched (CS) ad effectiveness for monolingual consumers. CS ads refer to ads containing foreign words or phrases in an advertising copy (e.g., headline and slogan), resulting in a mixture of native and foreign languages. In this research, we conducted a pilot study to show the increasing trend of using code-switching in ads, regardless of whether the brands are local or foreign, in a monolingual market. We further examine if the effectiveness of CS ads is contingent on the brand origin among monolinguals. Study 1 showed that non-CS ads were perceived more favorably than CS ads for advertising a local brand. However, not all of the CS ads were perceived more favorably than non-CS ads when a foreign brand was advertized. The results of Study 2 showed that when a foreign brand was advertized, CS ads using a high-exposure foreign language were evaluated more favorably than CS ads using a low-exposure foreign language. Foreign language familiarity played a mediating role in the observed effects. We provide evidence that the research findings on CS ads among bilinguals cannot be applied to monolinguals. We discuss implications for international marketing and suggest advertising strategies for practitioners.
... We also hope that researchers will obtain more evidence on existing principles: as Armstrong (2011) describes, only 22% of the 195 principles are based on "much experimental evidence," while 48% are based on "some experimental evidence," and 21% of principles 4 are supported by only one experimental study. Table 1 in Armstrong (2011) identifies ten principles in need of experimental research. The three most in need of further research are: ...
Purpose: To respond to issues posed in the four commentaries on Armstrong, Du, Green and Graefe (this issue) regarding the immediate usefulness of that paper’s test of advertisements’ compliance with persuasion principles, and regarding the need for further research.
Approach: Address commentators’ concerns using logic, prior research findings, and further analyses of the data.
Findings: The superiority of the index method remains when a simple, theory-based, alternative weighting-scheme is used in the index model. Combinations of three unaided experts’ forecasts were more accurate than the individual forecasts, but the gain was only one-third of the gain achieved by using the Persuasion Principles Index (PPI).
Research implications: Replications and extensions using behavioral data and alternative implementations of the index method would help to better assess the effects of judging conformity with principles as a means of predicting relative advertising effectiveness.
Practical implications: Advertisers can expect more accurate pretest results if they combine the predictions of three experts or, even better, if they use tests of compliance with persuasion principles, such as the PPI. The PPI software is copyrighted, but is available now and is free to use.
Originality/value: New analysis and findings provide further support for the claim that advertisers who use the PPI approach proposed by Armstrong, Du, Green and Graefe (this issue) to choose among alternative advertisements will be more profitable than those who do not.
