Johan C. Karremans, Mathieu Kacha, Jean-Luc Herrmann, Christophe Vermeulen and Olivier Corneille
The purpose of the present paper is to examine the effects of overconsumption on consumer evaluations of advertised brands. While the determinants and health consequences of…
Abstract
Purpose
The purpose of the present paper is to examine the effects of overconsumption on consumer evaluations of advertised brands. While the determinants and health consequences of overconsumption have received considerable attention, the authors suggest that there are important marketing and advertising implications. Specifically, based on goal theory, the authors examined whether the aversive state of oversatiation is associated with more negative evaluations of advertised brands of the overconsumed product.
Design/methodology/approach
In three studies, oversatiation was measured or experimentally induced by having participants drink (too) much mineral water. Subsequently, participants watched advertisement of mineral water brands and control brands. Evaluations of the brands, buying intentions and estimates of future purchases of the advertised brands were measured.
Findings
Oversatiation negatively affected evaluations, buying intentions and estimates of future purchases of advertised mineral water brands. Importantly, a state of oversatiation did not affect evaluation of advertised brands not relevant to the overfulfilled goal.
Originality/value
Overconsumption of food and drinks can have detrimental health effects and results in large costs to society. While its health implications have received abundant scientific attention, little attention has been paid to the psychological consequences of the state of being oversatiated. Here, the authors show that the state of oversatiation (which might, for example, be very common during watching television commercials) can lead to particularly negative evaluations of advertised brands. As such, these findings have important marketing implications.
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Jean-Luc Herrmann, Olivier Corneille, Christian Derbaix, Mathieu Kacha and Björn Walliser
This research seeks to examine the influence of sponsorship on spectators' consideration sets by investigating, in a naturalistic setting, whether sport sponsorship adds a…
Abstract
Purpose
This research seeks to examine the influence of sponsorship on spectators' consideration sets by investigating, in a naturalistic setting, whether sport sponsorship adds a prominent brand to spectators' consideration sets, with and without the explicit memory that the brand is a sponsor.
Design/methodology/approach
A field study involved 1,084 visitors to a tennis tournament. For the control group (n=276), the interviews took place before the spectators entered the stadium; interviews with the exposed group (n=808) were conducted after they had attended at least one match. Three hypotheses related to consumer status and consideration set conditions were tested.
Findings
Sponsorship can influence the likelihood that a prominent brand becomes part of the consideration set in a naturalistic setting, even without an explicit memory that the brand is a sponsor. This implicit sponsorship effect was limited to the memory-based consideration set of non-consumers of the brand.
Originality/value
This study establishes an implicit sponsorship effect for prominent brands in naturalistic environments and contributes to a better understanding of moderating (boundary) conditions.
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Christian Dianoux, Jean‐Luc Herrmann and Helen Zeitoun
The purpose of this research is to examine the influence of direct comparative advertising on brand information processing and purchase intentions compared with that of indirect…
Abstract
Purpose
The purpose of this research is to examine the influence of direct comparative advertising on brand information processing and purchase intentions compared with that of indirect comparative advertising in non‐forced exposure conditions.
Design/methodology/approach
The overall sample of 240 female consumers (aged between 25 and 51 years, and representative of French women in terms of region and profession) was divided into two equal groups. These two groups viewed a televised montage that followed GfK's pretest methodology for TV advertising (a 20‐minute television show, an advertising break with seven commercials, a short questionnaire, a 20‐minute television show, an advertising break with four commercials, and a longer questionnaire), which favors a low involvement context in laboratory conditions. These two groups were respectively exposed to two 20‐second ads for a well‐known challenger brand (identical except for whether they name the leading brand and its price or “brand X” without price information).
Findings
This research provides original evidence that the comparative ad that cites the name and price of the leading brand increases purchase intentions for the sponsored brand, more than an equivalent that uses brand X. This effect operates through an increased probability of message processing, which in turn enhances the perceived compelling character of ad content.
Originality/value
Despite the many studies of comparative advertising in existing literature, little research has been devoted to the potential alternative of replacing a “brand X” designation with the name of a competing brand. Moreover, previous research often includes participants (e.g. students) engaged in deliberate processing of a single advertisement in conditions of artificial exposure.
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Anushri Rawat, Shiva Nadavulakere, Linda Isenhour and Jean McEnery
Our study examines the impact of career enhancing strategies (CES), supportive work relationships and family–work conflict (FWC) on subjective career success.
Abstract
Purpose
Our study examines the impact of career enhancing strategies (CES), supportive work relationships and family–work conflict (FWC) on subjective career success.
Design/methodology/approach
The data were sourced from 107 professionals, who were the members of an alumni LinkedIn group of the Masters Human Resource degree program from a university in the Midwestern United States. Multiple regression analysis was employed to test the study hypotheses.
Findings
Results indicate that both forms of CES – networking and mentoring – were positively associated with subjective career success, and there exists a positive association between perceived organizational support and subjective career success. Further, FWC moderates the relationship between subjective career success and mentoring and also moderates the relationship between subjective career success and perceived supervisor support.
Practical implications
Organizations should provide opportunities to employees for networking and institute formal mentoring programs to enhance employees' perceptions of subjective career success. It is also crucial for organizations to promote work–life balance initiatives that can help reduce the levels of FWC experienced by employees.
Originality/value
Our study makes important contributions to the extant literature by highlighting the importance of CES and supportive work relationships in ensuring subjective career success. It also identifies an important moderator, FWC, which can significantly impact subjective career success.