Allgemeine Inhalte
“Trying to do business without advertising is like winking at a pretty girl through a pair of green goggles. You may know what you are doing, but no one else does.” Cyrus McCormick
Advertisements play an important role in influencing consumer decision-making at every step of purchase journey and helps marketer to build strong brand equity. Behavioral researchers have noted that a series of changes are triggered by an advertisement in consumers’ mindset between unawareness of a brand/product and its eventual purchase. It has been empirically proven that various advertisements cues (for e.g. celebrity, color, music etc.) that persuade consumers to take a specific decision works through either central route or peripheral route (Petty et al. 1983). In central route, consumer’s attitude changes due to careful consideration of relevant information and advertiser focuses on specific product attributes relevant to consumer decision-making. During central route processing, nonessential stimuli such as color or design of the advertisement are not very important. In peripheral route, a set of positive or negative cues presented in specific context (for example use of celebrity or stimulating situation) results into change of consumer attitude.
This seminar focuses on empirical investigation of effectiveness of various advertisement cues on consumer decision-making. For this, the students will be provided real-life data from a large-scale market research initiative of the major German print media companies. Based upon more than 75000 interviewees and 1110 real print advertisements, students can select theoretically meaningful advertisement cues and measure their impact on consumer reaction. Use of such a large sample and a high number of real advertisements offers empirical evidence with high external validity and generalizability.
Seminar Setup and Timeline
This empirical seminar allows students to work with real-life big data from advertisement field and horn their skills of data analytics and empirical investigation in a team-setting. Students are expected to contribute by selecting, coding and analysing theoretically meaningful and relevant advertisement cues on consumer attitude change. Due to empirical nature of the seminar, it is expected that students are equipped with basic knowledge of data analysis (for e.g. Linear regression) and primary understanding of research software like SPSS/Stata. However, students will be provided with required guidance on data coding and analysis. It also enables students to participate in cutting-edge market research paving the way for Master theses.
Following a mandatory organizational kickoff, the seminar will be hold in four blocks as follows:
1. Block 1:
4th and 5th April – 2017 (12.15 to 13.45) - Introduction of the seminar and data
2. Block 2 :
28th April, 2017 – 14.00 to 19.00: Theoretical foundation (Presentation by student)
29th April, 2017 – 10.00 to 15.00: Data coding
3. Block 3 : 20th May, 2017 – 10.00 to 17.00 : Data analysis
4. Block 4:
30th June, 2017 – 14.00 to 18.00: Presentation of findings and reflection - I
1st July, 2017 – 10.00 to 14.00 – Presentation of findings and reflection - II
Students will outline the theoretical basis in the second block by a short presentation of a literature synopsis. Following this, students are expected to start data coding followed by data analysis (under supervision). In block 4, students are expected to present their empirical findings followed by discussion. Students need to submit their written report for the seminar.
Literatur:
· Akbari, M. (2015). Different Impacts of Advertising Appeals on Advertising Attitude for High and Low Involvement Products. Global Business Review, 16(3), 478-493.
· Barry, T. E. (1987). The development of the hierarchy of effects: An historical perspective. Current issues and Research in Advertising, 10(1-2), 251-295.
· Cacioppo, J. T., & Petty, R. E. (1984). The elaboration likelihood model of persuasion. NA-Advances in Consumer Research Volume 11.
· Cutler, B. D., Thomas, E. G., & Rao, S. R. (2000). Informational/transformational advertising: Differences in usage across media types, product categories, and national cultures. Journal of International Consumer Marketing, 12(3), 69-83.
· Edell, J. A., & Burke, M. C. (1987). The power of feelings in understanding advertising effects. Journal of consumer research, 14(3), 421-433.
· Geuens, M., De Pelsmacker, P., & Faseur, T. (2011). Emotional advertising: Revisiting the role of product category. Journal of Business Research, 64(4), 418-426.
· Hansen, F. (2005). Distinguishing between feelings and emotions in understanding communication effects. Journal of Business research, 58(10), 1426-1436.
· Lothia, R., Donthu, N., & Hershberger, E. K. (2003). The impact of content and design elements on banner advertising click-through rates. Journal of advertising Research, 43(4), 410-418.
· Lutz, R. J., MacKenzie, S. B., & Belch, G. E. (1983). Attitude toward the ad as a mediator of advertising effectiveness: Determinants and consequences. NA-Advances in Consumer Research Volume 10.
· Petty, R. E., Cacioppo, J. T., & Schumann, D. (1983). Central and peripheral routes to advertising effectiveness: The moderating role of involvement. Journal of consumer research, 10(2), 135-146.
Zusätzliche Hinweise zu Prüfungen: (Grading information)
Passing the seminar requires to pass all of the following:
· Presentation on theoretical foundation
· Final presentation of findings
· 15-20 pages written report on own empirical study