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Student auxiliary services, such as housing, catering, and social and psychological support, are an important, yet under-researched part of a university’s activities, even though they have an impact on overall student experience and academic performance, as well as on the strategic positioning of a university. The current study develops and empirically tests a comprehensive conceptual and measurement framework to investigate student experiences and quality perceptions with auxiliary services throughout their student journey through these services, and how these experiences affect satisfaction with and advocacy, i.e., the intention to recommend, these services. The framework is tested in the context of a medium-sized Western European university by means of qualitative data resulting from interviews with university staff and focus groups with students, and quantitative data from an online survey with students. By applying this framework, university management is provided with detailed insights into the student experiences and satisfaction with quality dimensions of auxiliary services at various stages of their student journeys through these services. These insights provide inspiration for service improvement and suggest directions towards service redesign initiatives in a fine-grained way, in the interest of students’ wellbeing and their overall learning experience. Furthermore, universities can apply the framework to develop their strategic positioning efforts. The instrument developed can also serve as an instrument of public policy to monitor the quality of the auxiliary services provided.
Liesbet Bonnarens; Ingrid Moons; Patrick De Pelsmacker; Annouk Lievens; Koenraad Keignaert. Experiences of Students with Auxiliary Services Journeys in Higher Education. Student Support Services 2021, 1 -27.
AMA StyleLiesbet Bonnarens, Ingrid Moons, Patrick De Pelsmacker, Annouk Lievens, Koenraad Keignaert. Experiences of Students with Auxiliary Services Journeys in Higher Education. Student Support Services. 2021; ():1-27.
Chicago/Turabian StyleLiesbet Bonnarens; Ingrid Moons; Patrick De Pelsmacker; Annouk Lievens; Koenraad Keignaert. 2021. "Experiences of Students with Auxiliary Services Journeys in Higher Education." Student Support Services , no. : 1-27.
The present research employed a 2 × 2 × 2 between-subjects design to investigate the effects of brand placement modality and frequency on brand attitude in two media, namely a short film or a written text featuring the placed brand. The narrative content and placement scenes were held constant. Modality was manipulated by placing the brand either visually or auditorily in the film, and either in the narration or in the dialogue of the text. Frequency was manipulated by inserting the brand either two or four times. Persuasion knowledge and irritation were measured as potential mediators. The findings show that, in film, greater irritation with auditory than visual placements ensues at low (but not high) placement frequency. In text, exposure to dialogue (vs. narration) placements leads to more irritation, regardless of frequency. As expected, irritation – but not persuasion knowledge – mediates the effects of modality and frequency on brand and film/story attitude in both media.
Yana R. Avramova; Nathalie Dens; Patrick De Pelsmacker. Brand placement across media: The interaction of placement modality and frequency in film versus text. Journal of Business Research 2021, 128, 20 -30.
AMA StyleYana R. Avramova, Nathalie Dens, Patrick De Pelsmacker. Brand placement across media: The interaction of placement modality and frequency in film versus text. Journal of Business Research. 2021; 128 ():20-30.
Chicago/Turabian StyleYana R. Avramova; Nathalie Dens; Patrick De Pelsmacker. 2021. "Brand placement across media: The interaction of placement modality and frequency in film versus text." Journal of Business Research 128, no. : 20-30.
This study investigates the effects of self-ecotourism personality differences on consumer perceptions of actual, ideal and social self-ecotourism congruity. Additionally, we study the effects of actual, ideal and social self-ecotourism congruity on the willingness to pay more for ecotourism. Finally, our study explores to what extent demographic variables moderate the effect of self-ecotourism personality differences on consumer perceptions of self-ecotourism congruity and of self-ecotourism congruity on the willingness to pay more for ecotourism. This moderated mediation model is tested in a sample of 1041 adult consumers from the Dutch-speaking part of Belgium (Flanders), and the data are analyzed with multi-group structural equation modelling. The results show that the more ecotourism is perceived to have a stronger responsible, emotional and, to a certain extent active, personality than a respondent’s personality, the more ecotourism is considered by that person as congruent with the actual, ideal and/or social self. In turn, actual, ideal and social self-ecotourism congruity increase the willingness to pay more for ecotourism. Demographic factors, particularly gender and level of income, significantly moderate this process. Contributions to self-congruity theory and the role of individual and brand personality are offered, as well as managerial implications for branding and promoting ecotourism.
Ingrid Moons; Patrick De Pelsmacker; Camilla Barbarossa. Do personality- and self-congruity matter for the willingness to pay more for ecotourism? An empirical study in Flanders, Belgium. Journal of Cleaner Production 2020, 272, 122866 .
AMA StyleIngrid Moons, Patrick De Pelsmacker, Camilla Barbarossa. Do personality- and self-congruity matter for the willingness to pay more for ecotourism? An empirical study in Flanders, Belgium. Journal of Cleaner Production. 2020; 272 ():122866.
Chicago/Turabian StyleIngrid Moons; Patrick De Pelsmacker; Camilla Barbarossa. 2020. "Do personality- and self-congruity matter for the willingness to pay more for ecotourism? An empirical study in Flanders, Belgium." Journal of Cleaner Production 272, no. : 122866.
Using a six-dimension uses and gratifications (U&G) framework, we explore how social media use motivations drive consumers' online brand-related activities (COBRAs: consumption, contribution, and creation of brand-related content). We examine these relationships for different social media types by drawing on two previously suggested dimensions, namely their nature of connections and level of customization of messages. Using a US-based sample (n = 939), findings of a PLS-SEM procedure show that “traditional” U&G hardly explain social media COBRAs. In contrast, Empowerment and Remuneration motives—two U&G specifically relevant for social media use—are the most critical COBRAs drivers. Multigroup analyses suggest that the relation between U&G and COBRAs differs between social media platforms classified either as: (a) profile- or content-based; or as employing (b) customized or broadcast messages. We argue for a specific design of brand-related activities on different social media in order to incentivize users' engagement with brand-related content.
Cristian Buzeta; Patrick De Pelsmacker; Nathalie Dens. Motivations to Use Different Social Media Types and Their Impact on Consumers' Online Brand-Related Activities (COBRAs). Journal of Interactive Marketing 2020, 52, 79 -98.
AMA StyleCristian Buzeta, Patrick De Pelsmacker, Nathalie Dens. Motivations to Use Different Social Media Types and Their Impact on Consumers' Online Brand-Related Activities (COBRAs). Journal of Interactive Marketing. 2020; 52 ():79-98.
Chicago/Turabian StyleCristian Buzeta; Patrick De Pelsmacker; Nathalie Dens. 2020. "Motivations to Use Different Social Media Types and Their Impact on Consumers' Online Brand-Related Activities (COBRAs)." Journal of Interactive Marketing 52, no. : 79-98.
As designing with recycled materials is becoming indispensable in the context of a circular economy, we argue that understanding how recycled plastics are perceived by stakeholders involved in the front end of the design process, is essential to achieve successful application in practice, beyond the current concept of surrogates according to industry. Based on existing frameworks, 34 experiential scales with semantic opposites were used to evaluate samples of three exemplary recycled plastics by two main industrial stakeholders: 30 material engineers and 30 designers. We describe four analyses: (i) defining experiential material characteristics, (ii) significant differences between the materials, (iii) level of agreement of respondents, and (iv) similarities and differences between designers and engineers. We conclude that the three materials have different perceptual profiles or identities that can initiate future idea generation for high-quality applications. The study illustrates the potential of this evaluation method. We propose that designers can facilitate the valorization and adoption of these undervalued recycled materials, first by industry and ultimately by consumers as well.
Lore Veelaert; Els Du Bois; Ingrid Moons; Patrick De Pelsmacker; Sara Hubo; Kim Ragaert. The Identity of Recycled Plastics: A Vocabulary of Perception. Sustainability 2020, 12, 1953 .
AMA StyleLore Veelaert, Els Du Bois, Ingrid Moons, Patrick De Pelsmacker, Sara Hubo, Kim Ragaert. The Identity of Recycled Plastics: A Vocabulary of Perception. Sustainability. 2020; 12 (5):1953.
Chicago/Turabian StyleLore Veelaert; Els Du Bois; Ingrid Moons; Patrick De Pelsmacker; Sara Hubo; Kim Ragaert. 2020. "The Identity of Recycled Plastics: A Vocabulary of Perception." Sustainability 12, no. 5: 1953.
Purpose The purpose of this study is to explore the effect of personalization of advertising and adding an advertising cue to advertisements on Facebook, on 9-to-13-year-old children’s awareness of selling intent, attitude towards the advertisement (Aad) and word-of-mouth (WOM) intention. Design/methodology/approach A 2 (personalized ad vs non-personalized ad) × 2 (advertising cue vs no advertising cue) between-subjects design was tested among 167 Belgian children aged 9-13 by means of an in-class online experiment. Findings Personalization combined with an advertising cue increases the awareness of selling intent but influences neither Aad nor WOM intention. Awareness of selling intent does not affect WOM intention. Personalization does not increase Aad. Aad has a positive effect on WOM intention. Research limitations/implications Implementing a clear advertising cue enhances children’s awareness of selling intent of personalized advertising but does not affect behavioral intention. Public policy, the advertising community and the educational system should take these insights into account when developing regulations, ethical advertisements and educational packages to improve children’s understanding and responses to contemporary advertising formats. Originality/value The study is the first one to investigate the joint effect of advertising personalization and an advertising cue on awareness of selling intent and on evaluative and behavioral responses of children. Additionally, the role of Aad and awareness of selling intent for the development of WOM intention is explored.
Kristien Daems; Freya De Keyzer; Patrick De Pelsmacker; Ingrid Moons. Personalized and cued advertising aimed at children. Young Consumers 2019, 20, 1 .
AMA StyleKristien Daems, Freya De Keyzer, Patrick De Pelsmacker, Ingrid Moons. Personalized and cued advertising aimed at children. Young Consumers. 2019; 20 (2):1.
Chicago/Turabian StyleKristien Daems; Freya De Keyzer; Patrick De Pelsmacker; Ingrid Moons. 2019. "Personalized and cued advertising aimed at children." Young Consumers 20, no. 2: 1.
Contemporary online advertising is characterized by the integration of advertising in other content and brand interactivity. Integrated advertising embeds a persuasive message into informative or entertaining content. Brand interactivity refers to interactions consumers have with brands in advertising messages. A two (integration vs. no integration) x two (brand interactivity vs. no brand interactivity) between subjects experiment (n = 576) examines the effect of online advertising’s brand interactivity and its integration in other content on young teenagers’ (11-14 years) brand memory, awareness of selling intent, critical processing, brand attitude, and their personal information sharing. Brand interactivity has a positive effect on memory, awareness of selling intent, brand attitude and personal information sharing. Integration of advertising in other content has a negative effect on memory, but has no effect on awareness of selling intent, brand attitude and personal information sharing. Surprisingly, awareness of selling intent leads to less critical processing. The main contribution of the study is that it disentangles the effects of brand interactivity and message integration in contemporary advertising formats, and suggests adaptations to well-known theories, such as the Affect Transfer Mechanism and the Persuasion Knowledge Model, in the context of young teenagers’ responses to these formats.
Kristien Daems; Patrick De Pelsmacker; Ingrid Moons. The effect of ad integration and interactivity on young teenagers’ memory, brand attitude and personal data sharing. Computers in Human Behavior 2019, 99, 245 -259.
AMA StyleKristien Daems, Patrick De Pelsmacker, Ingrid Moons. The effect of ad integration and interactivity on young teenagers’ memory, brand attitude and personal data sharing. Computers in Human Behavior. 2019; 99 ():245-259.
Chicago/Turabian StyleKristien Daems; Patrick De Pelsmacker; Ingrid Moons. 2019. "The effect of ad integration and interactivity on young teenagers’ memory, brand attitude and personal data sharing." Computers in Human Behavior 99, no. : 245-259.
Purpose Past research suggests that heavy media multitaskers (HMMs) perform worse on tasks that require executive control, compared to light media multitaskers (LMMs). This paper aims to investigate whether individual differences between HMMs and LMMs make them respond differently to advertising in a media multitasking context and whether this stems from differences in the ability versus the motivation to regulate one’s attention. This is investigated by manipulating participants’ autonomy over attention allocation. Design/methodology/approach For the first study (n = 85), a between subjects design with three conditions was used: sequential, multitasking under low autonomy over attention allocation and multitasking under high autonomy over attention allocation. This study investigated the inhibitory control of HMMs vs LMMs in a very controlled multitasking setting. The second study (n = 91) replicated the design of study one in a more naturalistic media multitasking setting and investigated the driving role of motivation vs ability for cognitive load differences between HMMs and LMMs and the consequent impact on advertising effectiveness. Findings Study I suggests that HMMs perform worse on a response inhibition task than LMMs after multitasking freely (in which case motivation to regulate attention determines the process), but not after their attention was guided externally by the experimenter (in which case their motivation could no longer determine the process). Study II argues that when motivation to switch attention is at play, cognitive load differences occur between HMMs and LMMs. This study additionally reveals that under these circumstances, HMMs are more persuaded by advertisements (report higher purchase intentions) compared to LMMs, while no differences appear when only ability is at play. Research limitations/implications Executive control exists of different components (Miyake et al., 2000). The current study only focused on the impact of media multitasking frequency on response inhibition, but it would be interesting for future research to investigate whether media multitasking frequency equally affects the other sub-dimensions. Additionally, the impairment of response inhibition has been shown to predict a large number of other behavioral and impulse-control outcomes such as unhealthy food choices and alcohol and drug use (e.g. Friese et al., 2008). Future research should consider investigating other consequences of heavy media multitasking behavior, both advertising related and unrelated. Practical implications From a practical point of view, understanding the mechanisms that are driving the effects of media multitasking on advertising effectiveness for different groups of media-consumers could make it easier for practitioners to efficiently plan their media campaigns. Based on the findings of this study, the authors can derive that HMMs will be more depleted in cognitive resources and inhibitory control when media multitasking compared to LMMs. Consequently, this makes them more prone to advertising messages. This knowledge is of great importance for advertisers who could, based here on, aim to target HMMs more often than LMMs. Originality/value Two experimental studies by the authors confirm and add value to previous academic findings about the negative relation between media multitasking frequency and tasks that demand executive control. This study contributed to the previous by investigating whether individual differences between heavy and light media multitaskers make them respond differently toward advertising and whether the driving mechanism of these differences is a lack of motivation or ability to efficiently shift attention.
Emma Beuckels; Snezhanka Kazakova; Veroline Cauberghe; Liselot Hudders; Patrick De Pelsmacker. Freedom makes you lose control. European Journal of Marketing 2019, 53, 848 -870.
AMA StyleEmma Beuckels, Snezhanka Kazakova, Veroline Cauberghe, Liselot Hudders, Patrick De Pelsmacker. Freedom makes you lose control. European Journal of Marketing. 2019; 53 (5):848-870.
Chicago/Turabian StyleEmma Beuckels; Snezhanka Kazakova; Veroline Cauberghe; Liselot Hudders; Patrick De Pelsmacker. 2019. "Freedom makes you lose control." European Journal of Marketing 53, no. 5: 848-870.
We investigate to what extent digital marketing strategies (such as having a digital marketing plan, responsiveness to guest reviews, and monitoring and tracking online review information) influence hotel room occupancy and RevPar directly, and indirectly through the mediating effect of the volume and valence of online reviews they lead to, and to what extent this mechanism is different for different types of hotels in terms of star rating and independent versus chain hotels. The research was carried out in 132 Belgian hotels. The results indicate that review volume drives room occupancy and review valence impacts RevPar. Digital marketing strategies and tactics affect both the volume and valence of online reviews and, indirectly, hotel performance. This is more outspoken in chain hotels than in independent hotels, and in higher-star hotels than in lower-tier hotels.
Patrick De Pelsmacker; Sophie Van Tilburg; Christian Holthof. Digital marketing strategies, online reviews and hotel performance. International Journal of Hospitality Management 2018, 72, 47 -55.
AMA StylePatrick De Pelsmacker, Sophie Van Tilburg, Christian Holthof. Digital marketing strategies, online reviews and hotel performance. International Journal of Hospitality Management. 2018; 72 ():47-55.
Chicago/Turabian StylePatrick De Pelsmacker; Sophie Van Tilburg; Christian Holthof. 2018. "Digital marketing strategies, online reviews and hotel performance." International Journal of Hospitality Management 72, no. : 47-55.
Microalgae-based food is a source of proteins that, in comparison to meat, offers significant environmental and health-related benefits. A successful market introduction largely depends on consumer acceptance of this food. The current study investigates the motivational drivers and barriers of the adoption of Spirulina (a specific type of micro-alga)-enhanced food. By means of two qualitative studies and a quantitative survey with 1325 Belgian participants, early adopter consumer segments of Spirulina-enhanced food are identified (sporting individuals, vegetarians and foodies), and compared with a contrast group (life enjoyers). The motivational drivers and barriers to the adoption of eco-friendly Spirulina-enhanced food across the identified consumer segments is assessed. The results show that health consciousness and the willingness to compromise on taste are major motivational drivers of the adoption intention for sporting individuals, vegetarians and foodies. Neophobia only has a negative effect on this adoption intention for the foodies, while it does not play a role for sporting individuals and vegetarians. Neither food involvement nor environmental concern is a significant driver of Spirulina-enhanced food adoption intention. Implications for marketers and for policy makers are proposed.
Ingrid Moons; Camilla Barbarossa; Patrick De Pelsmacker. The Determinants of the Adoption Intention of Eco-friendly Functional Food in Different Market Segments. Ecological Economics 2018, 151, 151 -161.
AMA StyleIngrid Moons, Camilla Barbarossa, Patrick De Pelsmacker. The Determinants of the Adoption Intention of Eco-friendly Functional Food in Different Market Segments. Ecological Economics. 2018; 151 ():151-161.
Chicago/Turabian StyleIngrid Moons; Camilla Barbarossa; Patrick De Pelsmacker. 2018. "The Determinants of the Adoption Intention of Eco-friendly Functional Food in Different Market Segments." Ecological Economics 151, no. : 151-161.
The purpose of this paper is to investigate “how” and “when” the stereotypes of competence and warmth, that are evoked by a foreign company’s country-of-origin (COO), affect blame attributions and/or attitudes toward a company’s products when a company is involved in a product-harm crisis. Study 1 (n=883) analyzes the psychological mechanisms through which perceived COO competence and warmth differently affect blame attributions and evaluative responses. Study 2 (n=1,640) replicates Study 1’s findings, and it also investigates how consumer ethnocentrism, animosity toward a country, and product category characteristics moderate the hypothesized COO’s effects. COO competence leads to more favorable attitudes toward the involved company’s products. This effect increases when the company sells high-involvement or utilitarian products. COO warmth leads to more favorable attitudes toward the involved company’s products directly as well as indirectly by diminishing blame attributions. These effects increase when consumers are highly ethnocentric, or the animosity toward a foreign country is high. This paper frames the investigation of COO stereotypes in a new theoretical and empirical setting, specifically, a product-harm crisis. It demonstrates that consumers differently evaluate a potential wrongdoing company and its harmful products in a product-harm crisis based on their perceptions of a company’s COO competence and warmth. Finally, it defines the moderating effects of individual, consumer-country-related and product characteristics on the hypothesized COO effects.
Camilla Barbarossa; Patrick De Pelsmacker; Ingrid Moons. Effects of country-of-origin stereotypes on consumer responses to product-harm crises. International Marketing Review 2018, 35, 362 -389.
AMA StyleCamilla Barbarossa, Patrick De Pelsmacker, Ingrid Moons. Effects of country-of-origin stereotypes on consumer responses to product-harm crises. International Marketing Review. 2018; 35 (3):362-389.
Chicago/Turabian StyleCamilla Barbarossa; Patrick De Pelsmacker; Ingrid Moons. 2018. "Effects of country-of-origin stereotypes on consumer responses to product-harm crises." International Marketing Review 35, no. 3: 362-389.
Martine Lewi; Patrick De Pelsmacker; Veroline Cauberghe. Women's information preferences, information needs and online interactive information portal engagement in a breast cancer early diagnosis context. Journal of Communication in Healthcare 2018, 11, 114 -127.
AMA StyleMartine Lewi, Patrick De Pelsmacker, Veroline Cauberghe. Women's information preferences, information needs and online interactive information portal engagement in a breast cancer early diagnosis context. Journal of Communication in Healthcare. 2018; 11 (2):114-127.
Chicago/Turabian StyleMartine Lewi; Patrick De Pelsmacker; Veroline Cauberghe. 2018. "Women's information preferences, information needs and online interactive information portal engagement in a breast cancer early diagnosis context." Journal of Communication in Healthcare 11, no. 2: 114-127.
In order to activate women to participate in breast cancer screening programs, a good understanding is needed of the personal characteristics that influence how women can be activated to search for more information, consult friends and doctors, and participate in breast cancer screening programs. In the current study, we investigate the effect of six personal characteristics that have in previous research been identified as important triggers of health behavior on breast cancer screening activation: Health awareness, Need for Cognition, Affect Intensity, Breast cancer knowledge, Topic involvement, and the Perceived breast cancer risk. We test the effect of these factors on four activation variables: intention of future information seeking, forwarding the message to a friend, talking to a doctor, and actual breast cancer screening attendance. Additionally, we try to unravel the process by means of which the antecedents (the six personal characteristics) lead to activation. To that end, we test the mediating role of perceived breast cancer threat, perceived efficacy of screening, and the evoked breast cancer anxiety as mediators in this process. The data were collected by means of a cross-sectional survey in a sample of 700 Flemish (Belgium) women who were invited to the free-of-charge breast cancer population screening. Screening attendance of this sample was provided by the government agency in charge of the organisation of the screening. Health awareness, affects intensity, topic involvement, and perceived risk have the strongest influence on activation. Breast cancer anxiety and perceived breast cancer threat have a substantial mediation effect on these effects. Efficacy perceptions are less important in the activation process. Increased health awareness and a higher level of perceived risk lead to less participation in the free of charge population based breast screening program. Implications for theory and practice are offered. The limitation of the study is that only a standard invitation message was used. In future research, other types of awareness and activation messages should be tested. Additionally, the analysis could be refined by investigating the potentially different activation process in different subgroups of women.
Patrick De Pelsmacker; Martine Lewi; Veroline Cauberghe. The Effect of Personal Characteristics, Perceived Threat, Efficacy and Breast Cancer Anxiety on Breast Cancer Screening Activation. Healthcare 2017, 5, 65 .
AMA StylePatrick De Pelsmacker, Martine Lewi, Veroline Cauberghe. The Effect of Personal Characteristics, Perceived Threat, Efficacy and Breast Cancer Anxiety on Breast Cancer Screening Activation. Healthcare. 2017; 5 (4):65.
Chicago/Turabian StylePatrick De Pelsmacker; Martine Lewi; Veroline Cauberghe. 2017. "The Effect of Personal Characteristics, Perceived Threat, Efficacy and Breast Cancer Anxiety on Breast Cancer Screening Activation." Healthcare 5, no. 4: 65.
Through early diagnosis of symptoms, the Alzheimer’s disease process can be decelerated. The main concern is to encourage the population at risk to take responsible actions at the earliest stage of the onset of the disease. Persuasive communication is essential to achieve this. In an experimental study, the evaluation of awareness messages for early diagnosis containing weak and strong arguments and negative and positive images was performed on a sample of older Belgians. The mediating role of affective responses and message thoughts was explored. Strong arguments led to a more positive evaluation of the message than weak arguments directly and indirectly via the positive effect they had on message affect and thoughts, which, in turn, positively affected message evaluation. A negative message image led to a more positive message evaluation than a positive one. This effect was not mediated by either message affect or message thoughts.
Patrick De Pelsmacker; Martine Lewi; Veroline Cauberghe. The Role of Affect and Cognition in Processing Messages about Early Diagnosis for Alzheimer’s Disease by Older People. Healthcare 2017, 5, 27 .
AMA StylePatrick De Pelsmacker, Martine Lewi, Veroline Cauberghe. The Role of Affect and Cognition in Processing Messages about Early Diagnosis for Alzheimer’s Disease by Older People. Healthcare. 2017; 5 (2):27.
Chicago/Turabian StylePatrick De Pelsmacker; Martine Lewi; Veroline Cauberghe. 2017. "The Role of Affect and Cognition in Processing Messages about Early Diagnosis for Alzheimer’s Disease by Older People." Healthcare 5, no. 2: 27.
Purpose This study aims to explore which media 9- and 10-year-old children and 12- and 13-year-old teenagers encounter and which campaign elements (media, spokesperson, appeal and message) are most appreciated by these target groups in awareness campaigns to raise their advertising literacy. Design/methodology/approach The study applies a methodology that is commonly used in design sciences to the field of advertising. Co-creation workshops with minors and professionals are used for the development of awareness campaign stimuli. In the first study, four co-creation workshops with 19 children (11 girls and 8 boys) of the fourth grade and four co-creation workshops with 16 teenagers (10 girls and 6 boys) of the seventh grade were organised. In the second study, nine professionals who work for and/or with minors or have experience in product design or marketing participated in a co-creation workshop. Findings Children are best approached though traditional media, whereas social media are used best to reach teenagers. Children prefer cartoons, whereas the results for the most appealing spokesperson in teenagers are mixed. Humoristic campaigns with a short message are preferred by both target groups. Research limitations/implications The results offer implications for practice and public policy with respect to awareness campaign building and social media marketing campaigns targeted at children and teenagers. To further corroborate the findings of this study, more pupils from different schools and different age groups should be studied. Moreover, the method used in this study can be applied in future research on awareness campaigns aimed at minors for other causes. Originality/value The methodological contribution of the study is the application of co-creation tools and techniques on the development of advertising campaigns for minors.
Kristien Daems; Ingrid Moons; Patrick De Pelsmacker. Co-creating advertising literacy awareness campaigns for minors. Young Consumers 2017, 18, 54 -69.
AMA StyleKristien Daems, Ingrid Moons, Patrick De Pelsmacker. Co-creating advertising literacy awareness campaigns for minors. Young Consumers. 2017; 18 (1):54-69.
Chicago/Turabian StyleKristien Daems; Ingrid Moons; Patrick De Pelsmacker. 2017. "Co-creating advertising literacy awareness campaigns for minors." Young Consumers 18, no. 1: 54-69.
We give an overview of the most important decisions to be taken when planning and conducting experimental advertising research. Based on previous research and state-of-the-art academic insights, we discuss good methodological practices with respect to fleshing out the contribution of a study, developing and testing experimental stimuli, selecting appropriate samples, collecting data, designing questionnaires, deciding which variables and measures to include, and determining scale measurement. This set of guidelines should enable experimental advertising researchers to optimize their study designs and to carry them out in a correct way.
Maggie Geuens; Patrick De Pelsmacker. Planning and Conducting Experimental Advertising Research and Questionnaire Design. Journal of Advertising 2017, 46, 83 -100.
AMA StyleMaggie Geuens, Patrick De Pelsmacker. Planning and Conducting Experimental Advertising Research and Questionnaire Design. Journal of Advertising. 2017; 46 (1):83-100.
Chicago/Turabian StyleMaggie Geuens; Patrick De Pelsmacker. 2017. "Planning and Conducting Experimental Advertising Research and Questionnaire Design." Journal of Advertising 46, no. 1: 83-100.
In two representative Belgian samples, by means of an online survey, we investigate the effect of self-brand personality differences on car brand evaluation, the evaluation of an eco-friendly branded electric car extension and the evaluation of car brands after electric extension. We show that self-brand personality differences influence the attitude towards car brands. The relative importance of personality dimensions that drive extension judgment and parent brand attitudes after electric extension is different from that of brand evaluation without extension. More particularly, perceptions of a brand being more responsible than one’s self is a much more important driver of brand evaluation after electric extension than without extension. Car personality characteristics, such as activity and sophistication, drive brand evaluations before, as well as after electric extension. These effects are moderated by brand ownership in that the relative importance of brand personality dimensions is different for brand owners than for consumers who do not own a specific brand. Car manufacturers can fine-tune their marketing approach when launching eco-friendly extensions, taking into account that, in this context, partly different self-brand personality fit considerations are used by consumers than for car brands without electric extension.
Ingrid Moons; Patrick De Pelsmacker. Self-Brand Personality Differences and Attitudes towards Electric Cars. Sustainability 2015, 7, 12322 -12339.
AMA StyleIngrid Moons, Patrick De Pelsmacker. Self-Brand Personality Differences and Attitudes towards Electric Cars. Sustainability. 2015; 7 (9):12322-12339.
Chicago/Turabian StyleIngrid Moons; Patrick De Pelsmacker. 2015. "Self-Brand Personality Differences and Attitudes towards Electric Cars." Sustainability 7, no. 9: 12322-12339.
Probability markers are specific words or phrases used to signal to which degree is it likely that a given claim or argument is true. They can indicate various levels of probable (hedges) or certain (pledges) truth, and can be used in advertising to reduce the consumers’ tendencies to counter-argue the claim of the ad (Vestergaard and Schroder 1985) or to enhance the credibility of the claim (Areni 2002). Well-known examples of the usage of probability markers in advertising include a slogan used by Delirium Tremens (“Elected as best beer in the world”), numerous drug advertisements (“Nutra-Life Cold and Flu fighter may reduce the severity and duration of colds”), as well as cosmetics and skincare ads (“Oil of Olay – Proven to help you look revitalized”).
Ivana Bušljeta Banks; Dr. Patrick De Pelsmacker. An Examination of the Current Usage of Probability Markers in Print Advertising: A Content Analysis of Belgian Ads. Advances in Advertising Research (Vol. VI) 2015, 163 -177.
AMA StyleIvana Bušljeta Banks, Dr. Patrick De Pelsmacker. An Examination of the Current Usage of Probability Markers in Print Advertising: A Content Analysis of Belgian Ads. Advances in Advertising Research (Vol. VI). 2015; ():163-177.
Chicago/Turabian StyleIvana Bušljeta Banks; Dr. Patrick De Pelsmacker. 2015. "An Examination of the Current Usage of Probability Markers in Print Advertising: A Content Analysis of Belgian Ads." Advances in Advertising Research (Vol. VI) , no. : 163-177.
Electric cars may be an environmentally-friendly answer to the ecological consequences of personal mobility. Large car brands are preparing to launch an electric car in the near future or they just did (Renault, Opel, Nissan, BMW). A brand is a portfolio of meanings and associations (Guzman et al., 2006). Cars are branded products that evoke all kinds of associations, functional as well as symbolic. Symbolic associations, such as brand personality and brand experience, are major components of brand identity and brand image (Biel, 1993; Kapferer, 2008; De Pelsmacker et al., 2007; Brakus et al., 2009).
Ingrid Moons; Dr. Patrick De Pelsmacker. The Effect of Evoked Feelings and Cognitions, Parent Brand Fit, Experiences and Brand Personality on the Adoption Intention of Branded Electric Cars for Early and Late Adopter Segments. Advances in Advertising Research (Vol. VI) 2015, 395 -406.
AMA StyleIngrid Moons, Dr. Patrick De Pelsmacker. The Effect of Evoked Feelings and Cognitions, Parent Brand Fit, Experiences and Brand Personality on the Adoption Intention of Branded Electric Cars for Early and Late Adopter Segments. Advances in Advertising Research (Vol. VI). 2015; ():395-406.
Chicago/Turabian StyleIngrid Moons; Dr. Patrick De Pelsmacker. 2015. "The Effect of Evoked Feelings and Cognitions, Parent Brand Fit, Experiences and Brand Personality on the Adoption Intention of Branded Electric Cars for Early and Late Adopter Segments." Advances in Advertising Research (Vol. VI) , no. : 395-406.
As marketers are looking for new, more effective ways to promote their brand, hybrid advertising formats that merge commercial content with media content (e.g., brand placement) are becoming increasingly important (Pqmedia, 2012; Verhellen et al., 2013). As the practice of hybrid advertising is maturing, branded products are no longer just 'placed'; but are deliberately woven into entertainment content. The outcome is a concept the advertising industry has coined branded entertainment, or more recently, content marketing, a convergence of advertising and entertainment content (Hudson and Hudson, 2006; Rose, 2013). The purpose of a branded entertainment program is to give a brand (henceforth referred to as the sponsoring brand) the opportunity to communicate its image to its target audience in an original way, by creating positive links between the brand and the program.
Yann Verhellen; Patrick De Pelsmacker; Nathalie Dens. The Immediate and Delayed Effect of an Advertiser Funded Program on Consumers’ Brand Attitudes: A Field Study. Advances in Advertising Research (Vol. VI) 2015, 229 -240.
AMA StyleYann Verhellen, Patrick De Pelsmacker, Nathalie Dens. The Immediate and Delayed Effect of an Advertiser Funded Program on Consumers’ Brand Attitudes: A Field Study. Advances in Advertising Research (Vol. VI). 2015; ():229-240.
Chicago/Turabian StyleYann Verhellen; Patrick De Pelsmacker; Nathalie Dens. 2015. "The Immediate and Delayed Effect of an Advertiser Funded Program on Consumers’ Brand Attitudes: A Field Study." Advances in Advertising Research (Vol. VI) , no. : 229-240.