Kristien Daems, Freya De Keyzer, Patrick De Pelsmacker and Ingrid Moons
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…
Abstract
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.
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Kristien Daems, Ingrid Moons and Patrick De Pelsmacker
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…
Abstract
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.
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Camilla Barbarossa, Patrick De Pelsmacker and Ingrid Moons
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…
Abstract
Purpose
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.
Design/methodology/approach
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.
Findings
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.
Originality/value
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.
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The pretty girl with raven hair sings as she works and dreams of wonderful days ahead. The girl's dream is deferred by the wickedly jealous stepmother who sends a trusted guard to…
Abstract
The pretty girl with raven hair sings as she works and dreams of wonderful days ahead. The girl's dream is deferred by the wickedly jealous stepmother who sends a trusted guard to commit murder. The man, overwhelmed by the girl's inherent goodness is unable to complete his deed, and warns her to run away and never return. She travels deep into the woods and is helped by friendly forest creatures with big eyes. They take her to a small cottage and she falls asleep, to be awakened by several small men who find it in their hearts to allow her to remain. The miniature men leave for work the next day, warning the girl of the stepmother and her trickery. The nasty woman disguises herself and easily convinces the girl to take a bite of the religiously symbolic apple, after which the girl is induced into a coma. The small men return, chase after the horrible stepmother and cause her to fall to her death, after which they do not bury the beauty-girl, but instead leave her ensconced in a glass tomb for all to see. The gallant prince finally arrives and kisses her, true love breaking the apple's spell and allowing the girl to ride away on the horse with the true hero, leaving behind the woodland creatures and small men forever. Sunlight beaming, girl beaming, small men and creatures beaming. All is right with the world.
Ingrid Smithey Fulmer and Bruce Barry
What does it mean to be a “smart” negotiator? Few scholars have paid much attention to this question, a puzzling omission given copious research suggesting that cognitive ability…
Abstract
What does it mean to be a “smart” negotiator? Few scholars have paid much attention to this question, a puzzling omission given copious research suggesting that cognitive ability (the type of intelligence commonly measured by psychometric tests) predicts individual performance in many related contexts. In addition to cognitive ability, other definitions of intelligence (e.g., emotional intelligence) have been proposed that theoretically could influence negotiation outcomes. Aiming to stimulate renewed attention to the role of intelligence in negotiation, we develop theoretical propositions linking multiple forms of intelligence to information acquisition, decision making, and tactical choices in bargaining contexts. We outline measurement issues relevant to empirical work on this topic, and discuss implications for negotiation teaching and practice.
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Abstract
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Yanfei Hu and Claus Rerup
James March argued that irrational approaches to problem solving and foolishness can be useful for addressing complex problems. Grand challenges are complex problems that often…
Abstract
James March argued that irrational approaches to problem solving and foolishness can be useful for addressing complex problems. Grand challenges are complex problems that often involve “guarded societal institutions” – societal beliefs and practices guarded by political or commercial powers. To explain how organizations with impossible goals dismantle such institutions by mobilizing irrationality and foolishness, we develop a process model which is illustrated with the case of People for the Ethical Treatment of Animals. Our main contribution is to expand James March’s ideas on logics of action and organizational intelligence to advance a novel perspective for tackling big societal problems. We argue that foolishness is not only a means for finding distant solutions to complex problems but also a means for generating sustained motivation, well-being, and ideas that spark debate and lead to the questioning of taken-for-granted societal beliefs.
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Purpose – This chapter has three general purposes: to trace Canada’s hate speech laws from their policy inception to their current state; to identify the importance that media and…
Abstract
Purpose – This chapter has three general purposes: to trace Canada’s hate speech laws from their policy inception to their current state; to identify the importance that media and mass communication have played in the creation and development of Canada’s hate speech laws; and to demonstrate the critical relationship that media has had to significant legal cases on hate speech. Methodology/Approach – This chapter historically maps the policy development of and legal challenges to Canada’s hate speech laws. It takes directed notice of the relationship of media and mass communication to the development and implementation of those laws. It engages with libertarian and egalitarian arguments on free speech throughout the chapter testing these ideas through an examination of the legal cases cited. Findings – Canadian legislators and courts have long grappled with the balancing of rights with respect to the issue of “hate speech.” Advances in mass communication technology have added intricate challenges to that legal balancing. Awareness of media’s allure to hatemongers and racial extremists and of media’s protean characteristics make regulation of its hateful content a continuous legal challenge. Canada’s greatest challenge yet to the regulation of hate speech will be its adaptive response to the growing phenomenon of online hate. Originality/Value – This chapter highlights the little recognized prescient statements made by the Cohen Committee about the allure of media and the dangers of its technological advancements in Canadian free speech debates. Providing a comprehensive survey of Canada’s “hate speech” laws, it recognizes the importance that advancements in mass communication have played in the creation and development of Canada’s “hate speech” laws.
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This paper aims to explore how accounting is entwined in the cultural practice of popular music. Particular attention is paid to how the accountant is constricted by artists in…
Abstract
Purpose
This paper aims to explore how accounting is entwined in the cultural practice of popular music. Particular attention is paid to how the accountant is constricted by artists in art and the role(s) the accountant plays in the artistic narrative. In effect this explores the notion that there is a tension between the notion of the bourgeois world of “the accountant” and the world of “art for art's sake”.
Design/methodology/approach
This paper draws on the cultural theory of Pierre Bourdieu to understand how the character of the accountant is constructed and used by the artist. Particular attention is paid in this respect to the biography and lyrics of the Beatles.
Findings
Accounting and accountants play both the hero and the villain. By rejecting the “accountant villain”, the artist identifies with and reinforces artistic purity and credibility. However, in order to achieve the economic benefits and maintain the balance between the “art” and the “money”, the economic prudence of the bourgeois accountant is required (although it might be resented).
Research limitations/implications
The analysis focuses on a relatively small range of musicians and is dominated by the biography of the Beatles. A further range of musicians and artists would extend this work. Further research could also be constructed to more fully consider the consumption, rather than just the production, of art and cultural products and performances.
Originality/value
This paper is a novel consideration of how accounting stereotypes are constructed and used in the field of artistic creation