Last. René Weber(UCSB: University of California, Santa Barbara)H-Index: 25
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ABSTRACTIn the 15 years since its inception, the Limited Capacity Model of Motivated Mediated Message Processing (LC4MP) has contributed to understanding regarding the dynamics of message processing in a variety of domains. In this manuscript we outline the foundations and assumptions of the LC4MP, discussing salient research from biology, cognitive psychology, and communication upon which the model is built. We then conduct a systematic review of the LC4MP literature with a focus on three prima...
Last. René Weber(UCSB: University of California, Santa Barbara)H-Index: 25
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ABSTRACTIn a companion piece (Fisher, Keene, Huskey, & Weber, 2018), we reviewed the foundations and current state of the Limited Capacity Model of Motivated Mediated Message Processing (LC4MP). In this manuscript we return to the three areas investigated in our review: cognitive load, motivation, and memory. In each domain, we: (a) outline areas in which the LC4MP has produced unexpected or ambiguous findings; (b) look broadly at literature from biology, cognitive psychology, and neuroscience t...
#2Jenni Romaniuk(UniSA: University of South Australia)H-Index: 26
Last. Magda Nenycz-Thiel(UniSA: University of South Australia)H-Index: 16
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Purpose Despite the growing availability of scanner-panel data, surveys remain the most common and inexpensive method of gathering marketing metrics. The purpose of this paper is to explore the size, direction and correction of response errors in retrospective reports of category buying. Design/methodology/approach Self-reported purchase frequency data were validated using British household panel records and the negative binomial distribution (NBD) in six packaged goods categories. The log likel...
: Human information processing is limited by attentional resources. That is, via attentional mechanisms, humans select a limited amount of sensory input to process while other sensory input is neglected. In multisensory research, a matter of ongoing debate is whether there are distinct pools of attentional resources for each sensory modality or whether attentional resources are shared across sensory modalities. Recent studies have suggested that attentional resource allocation across sensory mod...
#2Larry Percy(CBS: Copenhagen Business School)H-Index: 18
In this article, highly experienced advertising academics and advertising research consultants John R. Rossiter and Larry Percy present and discuss what they believe to be the seven most important methodological guidelines that need to be implemented to improve the practice of advertising research. Their focus is on methodology, defined as first choosing a suitable theoretical framework to guide the research study and then identifying the advertising responses that need to be studied. Measuremen...
In the past decade, there has been a tremendous increase in the use of neurophysiological methods to better understand marketing phenomena among academics and practitioners. However, the value of these methods in predicting advertising success remains underresearched. Using a unique experimental protocol to assess responses to 30-second television ads, the authors capture many measures of advertising effectiveness across six commonly used methods (traditional self-reports, implicit measures, eye...
Last. Henrik Sattler(UHH: University of Hamburg)H-Index: 24
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Although many brand managers favor the use of celebrities in advertisements, others worry that celebrities overshadow the brand and thus impair brand recall. Practitioners refer to this overshadowing as the vampire effect, defined as a decrease in brand recall for an advertising stimulus that features a celebrity endorser versus the same stimulus with an unknown but equally attractive endorser. Because there is no agreement about whether this overshadowing really exists, this research analyzes t...
Sexy and humorous content increase attention and memory for television advertising. This paper suggests that different biological mechanisms underlie their similar effects. Results show that sexy content elicits immediate appetitive activation and increased resource allocation. Humorous content elicits an incongruity/mismatch orienting response followed by an increase in appetitive activation, resulting in increased resource allocation and memory for the humorous ads. More resources are allocate...