Nancy H. Brinson and Steven Holiday
Addressable television is an interactive medium that blends online data personalization with traditional TV content to better address individual consumers and improve advertising…
Abstract
Purpose
Addressable television is an interactive medium that blends online data personalization with traditional TV content to better address individual consumers and improve advertising outcomes. Drawing on the persuasion knowledge model (PKM) and the influence of presumed influence (IPI), this paper aims to examine parents’ beliefs about the nature and persuasive intent of addressable TV advertising targeting their children, and the intervening influence those beliefs have on the parents’ intentions to purchase the advertised products.
Design/methodology/approach
The study used an online survey design to examine the influence that addressable TV ads targeting children have on parents’ consumer behaviors. In total, 196 parents of children aged 3 to 12 completed the study. The majority of respondents had one (23%) or two (40.3%) children were primarily in two-parent (73.5%) or one-parent households (21.9%), and 79.6% indicated that they were mothers. Respondents were 23 to 41 years old (M = 37, SD = 8.03); dominantly Caucasian (77.5%; 16.8% African American); had an education of less than a college degree (65.3%); and a median household income of $50,000–$75,000 (73.5%).
Findings
Findings from this study indicate beliefs that a TV ad personally addressing their children positively influence parents’ purchase intentions, and this influence is partially mediated by perceptions of children’s susceptibility to the ad and perceptions of the likelihood of children’s purchase requests. Beliefs in children’s susceptibility to an ad’s addressability alternatively negatively mediates parents’ purchase intentions when not sequentially mediated by beliefs in the likelihood of children’s purchase requests.
Originality/value
Currently, there is little published research related to parents’ perceptions about the effects of personalized advertising targeting their children in general, and none that consider addressable TV advertising or the indirect influence this targeted advertising has on parents. Thus, this study provides important insights for scholars interested in theoretical implications related to addressable TV advertising, as well as practitioners seeking to enhance addressable TV advertising outcomes.
Details
Keywords
Steven Holiday, Mary S. Norman, R. Glenn Cummins, Terri N. Hernandez, Derrick Holland and Eric E. Rasmussen
This study aims to examine factors, beyond child requests, that influence parents’ perceptions of the most important gifts to give their children by assessing the influence of…
Abstract
Purpose
This study aims to examine factors, beyond child requests, that influence parents’ perceptions of the most important gifts to give their children by assessing the influence of television advertising on children’s programming.
Design/methodology/approach
Using agenda-setting as a theoretical and methodological template, a content analysis of 7,860 commercials in children’s programming was compared using a questionnaire to 143 parents of 240 children to test the transfer of salience between advertising and parents’ perceptions. The study also examined the role of child purchase requests in this relationship.
Findings
The product categories that most prevalently advertised on children’s television had a significant relationship with the product categories that parents perceived to be the most important to give their children as gifts. Furthermore, the results indicate that this relationship was not contingent upon parental advertising mediation or child product requests.
Research limitations/implications
The results are limited to a single broadcast market during the Christmas season. Strategically, the research suggests that advertising through children’s television programming may be an effective way to directly inform parents’ gift-giving consideration sets, and this target and outlet should be strategically evaluated in subsequent campaign decisions about the marketing mix.
Originality/value
The findings add new insights to the gift-giving literature, indicating that advertising in children’s programming may be an alternative direct influence on parents’ perceptions. This research also extends research on advertising agenda setting into the new context of commercial advertising of consumer products.
Details
Keywords
Steven Rhoden and Maarja Kaaristo
This study aims to analyze the visual aspects of transport tourists’ experience of mobility focusing on British cruise and coach tourists’ international travel experiences.
Abstract
Purpose
This study aims to analyze the visual aspects of transport tourists’ experience of mobility focusing on British cruise and coach tourists’ international travel experiences.
Design/methodology/approach
The qualitative data was collected using semi-structured in-depth interviews with coach and cruise tourists and analyzed using thematic analysis.
Findings
The visual experience of mobility (demonstrated in the paper by the example of cruises and coach tours) is critical in the formation of transport tourism experiences. The mobile tourist landscapes emerge from the interplay of the subjective experiences of particular modes of mobility (vehicle or vessel) and routes, whereby the two key visual elements are the changing scenery and views of everyday local life as experienced whilst traveling.
Research limitations/implications
The present study focuses particularly on the visual elements of passive transport tourism experiences. It does not account for other tourist activities nor does it study the experiences associated with active transport tourism. Future research could perform a holistic analysis of tourists’ experiences of transport in all its forms.
Practical implications
The findings point to the centrality of the experience of mobility in transport tourism experience. The following two key aspects of the experience emerged: the importance of variation of the scenery that the tourist consumes during their tour and a desire to observe mundane, everyday life elements of the destination, which should be taken into account by the tour operators and service providers in the route design and marketing.
Originality/value
Coach and cruise tourism are rarely analyzed together; this study demonstrates considerable parallels between the two in considering them as transport tourism, a mode of recreational activity where mobility is the central part of the tourist experience and should, therefore, be considered a tourist attraction in and of itself.
Details
Keywords
Kirsten Holmes and Steven Rowley
This study aims to apply confirmatory personal introspection (CPI) to illuminate the experiences of the authors as partial native-visitors to Western Australia. The native-visitor…
Abstract
Purpose
This study aims to apply confirmatory personal introspection (CPI) to illuminate the experiences of the authors as partial native-visitors to Western Australia. The native-visitor is the tourist who is able to see beyond Urry’s shallow conception of the Tourist Gaze through their lengthy immersion as “insiders” in the destination’s culture. In this paper, the experiences of two immigrants, the authors, to Western Australia illustrate the different perspectives of the Tourist Gaze 4.0.
Design/methodology/approach
The paper uses CPI, as this is a more reliable method of uncovering a traveler’s experiences than subjective personal introspection because CPI uses additional data sources such as written historical records and photographs for confirming the researcher’s accounts. In this study, accounts of both authors alongside photographs are used to both confirm and contrast their individual experiences.
Findings
The paper demonstrates the varied forms of the tourist gaze, with an emphasis on that of the native visitor. The findings illustrate how individuals’ both maintain aspects of their original cultural identity and adopt those of the new country after an extended time living in that country. This enables individuals to see attractions and destinations from an insider perspective.
Practical implications
This study shows how even after an extended period of time living in a new country, visitors may not have the cultural confidence to behave as local residents at tourist attractions and destinations, which could limit their engagement and enjoyment of these experiences. Marketers should take this into account in designing and promoting tourist experiences to visitors.
Originality/value
CPI provides a valuable means for illustrating the range of perspectives within the Tourist Gaze 4.0. The method enables individuals’ rich experiences to be uncovered but at the same time uses multiple data sources to provide additional rigour.
Details
Keywords
Monika Koller and Thomas Salzberger
The purpose of this paper is to provide insight into the temporal development of the customers' psychological state, described by a multitude of constructs, throughout the whole…
Abstract
Purpose
The purpose of this paper is to provide insight into the temporal development of the customers' psychological state, described by a multitude of constructs, throughout the whole decision‐making process in a service context in order to derive ideas for customer‐focused benchmarking.
Design/methodology/approach
A combination of qualitative and quantitative data contributes to a better understanding of psychological phenomena during purchase decision making. The present longitudinal study investigates the consumers' psychological state during the decision‐making process considering services in tourism industry applying the diary method. Qualitative in‐depth investigation of individual case studies provides further information for interpreting the results of quantitative analyses which aim at measuring constructs such as perceived risk, cognitive dissonance (CD), satisfaction and arousal on a higher level of abstraction.
Findings
Findings show that qualitative and quantitative data not only complement one another but also their interaction provides additional information about the individual consumer decision‐making process. As the longitudinal quantitative analysis shows that CD does not completely dissolve over time and significantly influences the level of satisfaction, complaint behaviour and word‐of‐mouth, additional qualitative data help interpret these findings and derive more effective marketing implications.
Research limitations/implications
Implications for the marketing‐mix of service companies in general and travel agencies in particular are derived. The paper underlines the potential of innovational methodological approaches in marketing research.
Originality/value
The paper introduces a longitudinal mixed‐method approach to collect customer‐focused information relevant for benchmarking purposes of service companies. It contributes to scientific knowledge of decision making in general and CD in particular.
Details
Keywords
“The issue we confront today is not primarily one concerning a special day for an individual. The issue is in reality whether our nation can summon the will and vision to…
Abstract
“The issue we confront today is not primarily one concerning a special day for an individual. The issue is in reality whether our nation can summon the will and vision to recognize a great and historic period in its history by designating the birthdate of one who made major contributions to the period a national public holiday.”
Steven J. Greenland, Lester Johnson and Shahla Seifi
This paper aims to inform social responsibility and social policy by describing the brand strategy of Australia’s largest tobacco manufacturer, British American Tobacco Australia…
Abstract
Purpose
This paper aims to inform social responsibility and social policy by describing the brand strategy of Australia’s largest tobacco manufacturer, British American Tobacco Australia (BATA), the year following the introduction of plain packaging and other regulation. Tobacco controls are a proven catalyst for reducing smoking, but manufacturers adapt swiftly seeking to minimise the impact of regulatory change.
Design/methodology/approach
BATA’s strategy was determined using 2012-2014 tobacco ingredient reports, recommended retail price lists and a supermarket retail audit.
Findings
The research identified over 70 BATA brand variants, offered in diverse packaging options, with new products and modified names appearing since 2012. In total 14 main brands are highly differentiated by price, with 45 per cent difference between the cheapest and the most expensive. Volume discounting occurs across packaging ranges, with twin packs offering best value and prices up to 10 per cent lower than those of single packs.
Originality/value
The research originality stems from the triangulation of three different data resources to establish brand strategy following increased regulation. The study confirms ongoing market segmentation using highly differentiated ranges, and it reveals the unintended consequences of corporate responses to regulation. Evolving variant names communicate product information and imagery previously imparted by pack design. Pricing strategies enable smokers to offset substantial excise increases through brand switching and volume buying. The research, therefore, reveals the potential for regulating these as yet unrestricted elements to enhance the impact of plain packaging and other tobacco controls, thereby further reducing the social impact of smoking.
Details
Keywords
The purpose of this paper is to propose drivers that may impact the development of solo tourism in the near future.
Abstract
Purpose
The purpose of this paper is to propose drivers that may impact the development of solo tourism in the near future.
Design/methodology/approach
This paper identifies and briefly examines four key factors that, it is suggested, will be significant in solo tourism in the near future.
Findings
It is proposed that future solo tourism will be increasingly fragmented based on the desires, living circumstances and motivations of the individual. A key element will be the level of solitude or controlled or uncontrolled companionship that the individual desires. Three possible personas of the future solo tourist are highlighted.
Originality/value
Solo tourism is currently underresearched, and this paper provides a starting point in looking specifically at the varying motivations and behaviours of the solo tourist.