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Attempts to investigate differences in marketing imagery that exist between New Zealand produced and foreign music videos. Explores marketing imagery and role‐model behaviour differences by genre. Looks at culture by genre differences in consumption imagery. Indicates that New Zealand videos contained fewer depictions of alcohol, or weapons, drugs and tobacco or heavy rock and rap music than in foreign videos. Suggests that, by genre, rap has more sunglasses, earrings and jewellery than heavy rock or pop music. Provides directions for future research.

Despite their increasing use by advertisers, little research has examined the effectiveness of infomercials. This study explores the influence of infomercial advertisement design elements, such as the use of customer testimonials or expert comments, and consumer characteristics, such as level of prior interest in the advertised product, upon perceptions of advertising effectiveness. With the assistance of the New Zealand division of an international infomercial marketer, we conducted a survey of consumers who had bought products in response to viewing an infomercial. Based on 878 respondents, our findings indicate that infomercial advertising is more effective when employing expert comments, testimonials, product demonstrations, the use of target market models, celebrity endorsers, product comparisons, and bonus offers. Age also impacted how consumers view infomercials, as did the type of product purchased.

A content analysis of 191 music videos from New Zealand television examined three research questions: what levels and types of violence are evident? What products and brands are associated with violence? Do differences exist between different musical genres, and videos of New Zealand performers versus overseas artists? Results revealed that violence is evident in a significant proportion of music videos, and that particular products are associated with displays of people‐focused, object‐focused and combined types of violence. Furthermore, foreign heavy rock was not associated with people‐focused violence. Implications are discussed regarding perceptual context, encoding and marketing ethics.

This research examines cross‐country differences in marketing imagery. Marketing imagery in music videos broadcast in the UK and New Zealand are studied. Results suggest that UK music videos have more brand references, fashion imagery, darkside products and role model behaviour outcomes than New Zealand music shows. Pop music marketing references are mainly visual while hard rock has more darkside products, brand references and punishment outcomes.

This research has been conducted with the aim of determining if celebrity endorsers in political party advertising have a significant impact on UK voter intentions. The use of celebrity endorsements is commonplace in the USA, but little is known about its effects in the UK. This research also aims to incorporate the use of celebrity endorsements in political party advertising with the political salience construct. Political salience represents how prominent politics and political issues are in the minds of the eligible voter.

A 2 (endorser: celebrity; non‐celebrity)×2 (political salience: high; low) between‐subjects factorial design experiment was used. The results show that celebrity endorsements do play a significant role in attitudes towards the political advert, attitudes towards the endorser and voter intention. However, this effect is significantly moderated by political salience.

The results show that low political salience respondents were significantly more likely to vote for the political party when a celebrity endorser is used. However, the inverse effect is found for high political salience respondents.

The results offer significant insights into the effect that celebrity endorsers could have in future elections and the importance that political salience plays in the effectiveness of celebrity endorsement. If political parties are to target those citizens that do not actively engage with politics then the use of celebrity endorsements would make a significant impact, given the results of this research.

This research would be of particular interest to political party campaigners as well as academics studying the effects of advertising and identity salience.

Investigates the relationship between the fast‐forwarding of pre‐recorded television ads by consumers, known as zipping, and how this interacts with consumers seeing ads repeated while watching television. An issue which is yet to be examined in the literature. Reports on an experiment which studies the effects of ad zipping and repetition. Shows how these variables operate in an independent fashion for a New Zealand sample. These findings provide new insight for advertising strategists and also support previous empirical research. Discusses how zipped ads generate ad recognition, and repeated ads result in the higher recall of ad content.

Marketers spend considerable resources to motivate people to consume their products and services as a means of goal attainment. Why people change their consumption behaviour is based largely on these goals; many products and services are used by consumers in an effort to attain hoped‐for selves and/or to avoid feared selves. Despite the importance for marketers in understanding how current performance influences a consumer's future efforts, this topic has received little attention in marketing research. The aim of this paper is to fill some of the gaps.

The paper provides a theoretical framework and uses two studies to test this. Study 1, of 203 women, aged 27‐65, examines the predictions in the context of women and visible signs of skin aging. Feedback information is measured and approach and avoidance regulatory systems are manipulated by priming hoped‐for and feared possible selves. Study 2, of 281 undergraduate men and women, replicates the findings of Study 1 with manipulated feedback, using a different context (gym training) and a sample of both male and females.

The research shows that when consumers pursue a hoped‐for self, it is expectations of success that most strongly drive their motivation. It also shows why doing badly when trying to avoid a feared self is more motivating than doing well.

The findings have important implications as they reveal how managers can motivate customers to keep using a product or service.

The paper makes several contributions to the consumer goal research literature since little is known about how positive (hoped‐for selves) and negative (feared selves) reference points in self‐regulation differentially influence consumer goal‐directed behaviour.

The main objective of this study is to identify the determinants of TV ads avoiding behavior between light and heavy avoiders in greater Cairo. To achieve the study objective, five hypotheses have been developed and tested by such statistical techniques as discriminant analysis, t‐tests, MannWhitney tests, and Chi Square tests. A questionnaire has been designed to collect data from a systematic random sample of adults in social clubs and shopping centers in greater Cairo. The number of usable questionnaires in data analysis was 364. The study findings show that all respondents except 3 were doing one or more of TV ads avoiding behavior. Cognitive avoiding represents the most frequently used avoiding behavior by light and heavy TV ads avoiders. The results also demonstrate that perceptions, attitudes toward advertising, and some motives were determinants of TV ads avoiding behavior. On the other hand, it was found that all demographic and socioeconomic characteristics, except types of channels, were not determinants of TV ads avoiding behavior between light and heavy TV ads avoiders. The study concludes with a number of academic and practical recommendations.

An alliance of schools and researchers formed a collaborative community of practice in order to understand and improve the sensory school environment for pupils on the autistic spectrum, and incorporate the findings into school improvement planning. The paper aims to discuss this issue.

Representatives of special and mainstream schools in South London and a team of researchers formed the project team, including an autistic researcher. The researchers and a named staff member from each of the schools met regularly over the course of 18 months in order to work on an iterative process to improve the sensory experience pupils had of the school environment. Each school completed sensory audits and observations, and was visited by members of the research team. Parents were involved via meetings with the research team and two conferences were organised to share findings.

Useful outcomes included: developing and sharing of good practice between schools; opportunities for parents of autistic pupils to discuss their concerns, particularly with someone with insider perspective; and exploration of creative ways to achieve pupil involvement and the idea that good autism practice has the potential to benefit all pupils. A resource pack was produced for the schools to access. Plans are in place to revisit the initiative in 12 months’ time in order to ascertain whether there have been long-term benefits.

Projects building communities of practice involving autistic people as core team members are rare, yet feedback from those involved in the project showed this to be a key aspect of shared learning.

This paper aims to examine how a shopper’s level of psychological entitlement influences how consumers respond to different types of apology by a service provider.

Two experiments were performed. Study 1 tests the hypotheses that entitled shoppers prefer empathy apologies to norm violation apologies and that this effect is mediated by disgust and anger. Study 2 tests whether relative superiority apologies are more effective.

Study 1 shows that entitled shoppers prefer empathy apologies. Mediation analysis shows that entitled people feel disgust for norm violation apologies. Study 2 shows that entitled shoppers prefer relative superiority apologies. A standard apology results in negative perceptions of interactional justice, disgust and negative employee evaluations.

Limitations include the scenario method. Implications include entitlement as a moderator of service recovery effectiveness, examining different types of apology and mediators which contribute to the marketing and entitlement literature.

The findings have implications for training employees in service recovery. Employees should not use a standard apology or an apology that treats entitled consumers as similar to other shoppers. Employees should express empathy or make them feel that they are a more valued customer than other store customers.

This research shows how entitlement moderates consumer responses to service recovery. The research answers calls to study different types of apology rather than studying a standard apology (vs no apology). The research is the first to relate entitlement to apologies and to show how disgust and justice perceptions underlie an entitled person’s judgments in service recovery.