DOCSLIB.ORG

The Effects of Message Framing, Theory of Reactance, and Ego

Total Page：16

File Type：pdf, Size：1020Kb

Download full-text PDF Read full-text
The Effects of Message Framing, Theory of Reactance, and Ego i THE EFFECTS OF MESSAGE FRAMING, THEORY OF REACTANCE, AND EGO- DEPELTION ON THE EFFICACY OF A DRINKING REDUCTION CAMPAIGN _______________ A Dissertation Presented to the Faculty of the Department of Psychology University of Houston _______________ In Partial Fulfillment Of the Requirements for the Degree of Doctor of Philosophy _______________ By Chun-Han Chen August, 2014 ii THE EFFECTS OF MESSAGE FRAMING, THEORY OF REACTANCE, AND EGO- DEPLETION ON THE EFFICACY OF A DRINKING REDUCTION CAMPAIGN _________________________ Chun-Han Chen APPROVED: _________________________ Clayton Neighbors, Ph.D. Committee Chair _________________________ C. Raymond Knee, Ph.D. _________________________ Suzanne Kieffer, Ph.D. _________________________ F. Richard Olenchak, Ph.D. College of Education _________________________ John W. Roberts, Ph.D. Dean, College of Liberal Arts and Social Sciences Department of English iii THE EFFECTS OF MESSAGE FRAMING, THEORY OF REACTANCE, AND EGO- DEPLETION ON THE EFFICACY OF A DRINKING REDUCATION CAMPAIGN _______________ An Abstract of a Dissertation Presented to the Faculty of the Department of Psychology University of Houston _______________ In Partial Fulfillment Of the Requirements for the Degree of Doctor of Philosophy _______________ By Chun-Han Chen August, 2014 iv ABSTRACT This dissertation focuses on message framing with the goal of designing effective advertisements that advocate healthy drinking styles. Rooted in persuasion models, message framing by gain or loss frame may directly convince people or indirectly prime subconsciousness. Two studies were conducted. Ego-depletion was considered with framed message in the first study, and the theory of reactance was utilized to predict the communication outcome in the second study, which also considered the roles of self-esteem, instability of self-esteem, and self-relevance. Reduction of future drinking intentions was the goal of message delivery. Both studies recruited students who were regular drinkers, mostly females to complete online surveys, with random assignment to ego-depletion or waiting conditions (Study 1) and messages to evaluate (Study 1 & 2). Several regression models were tested with a unique measure of regular drinking in each equation. Ego-depletion among heavier drinkers was positively associated with ratings of health messages, which provided partial support for hypotheses of Study 1. Reactance to follow coercive health advice was supported indirectly by higher drinking intention. Higher self-esteem and unstable self-esteem were positively related to message acceptance, which was counter to expectations. Self-relevance with drinking was found to moderate the effects of message framing on drinking intention. This was interpreted as an indirect indication of reactance. Overall, findings were somewhat supportive of hypotheses and provide a unique contribution to understanding of message framing and alcohol communications. Limitations and future directions are summarized. v TABLE OF CONTENTS Page Introduction 1 Persuasion for Health Campaign 3 Health Communication: Processing and Perceived Message 4 Implication Social Marketing as Message Processing 6 Message Framing, Mind Processing, and Other Exemplary Forms of 8 Health Communication Framing: Gain Frame and Loss Frame 11 Gain Frame and Loss Frame in Miscellaneous Topics 13 Frame (Gain vs. Loss) on Health Issues 16 Known Moderators behind Gain vs. Loss Frame 18 Frame (Gain vs. Loss) and Emotion on Health Issues 21 Message Framing and Drinking 24 Bridging: Future Directions 25 Study 1: Message Framing and Ego-depletion on Drinking Reduction 26 Ego-depletion and its Implications 27 Ego-depletion affects Attitude Certainty and Information Processing 28 Moderating Drinking to be Controlled 29 Ego-depletion and Loss Frame on Health Campaign 30 vi Study 1: Method 31 Participants 31 Experimental Materials: Drinking Scales 32 The Quantity-Frequency-Peak Alcohol Use Index 32 The Daily Drinking Questionnaire 33 The Rutgers Alcohol Problem Index 33 The Drinking Intention Scale 33 Experimental Materials: Imaginative Writing Task 33 Presented Health Messages 34 The Messages and Believability Scale 34 Experimental Procedures 34 Study 1: Results 35 Predictors by Experimental Design 35 Outcome 36 Drinking as the Statistical Covariates 36 Analyses 36 Descriptive Statistics 37 Regression 37 Study 1:Discussion 40 Study 2: Message Framing and Theory of Reactance on Drinking 44 Reduction Campaign Psychological Reactance and Message Framing 45 vii Uniqueness of Statistical Information plus Texts Messages 47 Moderators—Self-esteem and Self-esteem instability 49 Self-esteem 49 Instability of Self-esteem 50 Self-relevant Issue and Intellectual Reasoning 51 Self-Relevance and Health Decision 52 Study 2: Method 54 Design 54 Participants 55 Messages 55 Experimental Procedures: Recruiting and Survey 56 Measures 57 The Self-esteem Scale 57 Instability of Self-esteem 57 The Message Believability Scale 58 Self-relevance 58 Study 2: Results 59 Scores by Experimental Groups 59 Outcomes 59 Drinking as the Statistical Covariates 60 Analyses 60 Descriptive Statistics 61 viii Regression for H3, H4 and H5 61 Study 2:Discussion 68 Conclusion 72 Research Limitation 75 Future Directions 79 References 85 Tables 104 Figures 156 Appendices 170 Appendix A: Tested Health Messages 170 Appendix B: Consent Forms 180 Appendix C: Measurement Tools 186 Appendix D: Experimental Manipulations for Study 1 200 ix List of Tables Table Page 1 Various Framing beside Gain vs. Loss 104 2 Framing (gain vs. loss) Researches in Miscellaneous Areas 105 3 Framing (gain vs. loss) Researches in Health Promotions. 107 4 Frame (Gain vs. Loss) and Emotion at Health Issues 109 5 Message Framing on Alcohol Problem 111 6 Correlation and Descriptive Statistics: Study 1:Ego-Depletion 113 7 Message rating as a function of ego-depletion and drinks per 114 week 8 Message rating as a function of ego-depletion and peak drinks 115 9 Message rating as a function of ego-depletion and typical drinks 116 10 Message Rating as a Function of Drinks per week, Ego-depletion 117 and Message Framing 11 Message Rating as a Function of Typical Drinks, Ego-depletion 118 and Message Framing 12 Weekly Drinking Intentions a Function of Drinks per week, Ego- 119 depletion and Message Framing 13 Typical Drinking Intentions a Function of Typical Drinks, Ego- 120 depletion and Message Framing 14 Correlation and Descriptive Statistics: Study 2:Theory of 121 Reactance 15 Study 2: Message Rating as a Function of Framing, Statistical 122 Information and Drinks per week. x 16 Study 2: Message Rating as a Function of Framing, Statistical 123 Information and Peak Drinks 17 Study 2: Message Rating as a Function of Framing, Statistical 124 Information and Typical Drinks 18 Study 2: Weekly Drinking Intention as a Function of Framing, 125 Statistical Information and Drinks per week 19 Weekly Drinking Intention as a Function of Framing, Statistical 126 Information and Peak Drinks 20 Study 2: Typical Drinking Intention as a Function of Framing, 127 Statistical Information and Typical Drinks 21 Message Rating as a Function of Statistical Information, 128 Message Framing, Self-esteem and Instability of Self-esteem, and Drinks per week 22 Message Rating as a Function of Message Framing, Self-esteem 129 and Instability of Self-esteem, with Statistical Information and Drinks per week controlled 23 Message Rating as a Function of Message Framing, Self-esteem 130 and Instability of Self-esteem, with Statistical Information and Drinks per week controlled (Continued) 24 Message Rating as a Function of Statistical Information, 131 Message Framing, Self-esteem and Instability of Self-esteem, with Peak Drinks controlled 25 Message Rating as a Function of Message Framing, Self-esteem 132 and Instability of Self-esteem, with Statistical Information and Peak Drinks controlled xi 26 Message Rating as a Function of Message Framing, Self-esteem 133 and Instability of Self-esteem, with Statistical Information and Peak Drinks controlled (Continued) 27 Message Rating as a Function of Statistical Information, 134 Message Framing, Self-esteem and Instability of Self-esteem, with Typical Drinks controlled 28 Message Rating as a Function of Message Framing, Self-esteem 135 and Instability of Self-esteem, with Statistical Information and Typical Drinks controlled 29 Message Rating as a Function of Message Framing, Self-esteem 136 and Instability of Self-esteem, with Statistical Information and Typical Drinks controlled (Continued) 30 Weekly Drinking Intention as a Function of Statistical 137 Information, Message Framing, Self-esteem and Instability of Self-esteem, with Drinks per week controlled 31 Weekly Drinking Intention as a Function of Message Framing, 138 Self-esteem and Instability of Self-esteem, with Statistical Information and Drinks per week controlled 32 Weekly Drinking Intention as a Function of Message Framing, 139 Self-esteem and Instability of Self-esteem, with Statistical Information and Drinks per week controlled (Continued) 33 Weekly Drinking Intention as a Function of Statistical 140 Information, Message Framing, Self-esteem and Instability of Self-esteem, with Peak Drinks controlled 34 Weekly Drinking Intention as a Function of Message Framing, 141 Self-esteem and Instability of Self-esteem, with Statistical Information and Peak Drinks controlled xii 35 Weekly Drinking Intention as a Function of Message Framing, 142 Self-esteem and Instability of Self-esteem, with Statistical Information and Peak
Load more

Recommended publications
  • User-Generated Content for Marketing and Advertising
    USER-GENERATED CONTENT FOR MARKETING AND ADVERTISING An IAB Buyer's Guide Use of User-Generated Content (UGC) for marketing and advertising purposes has grown significantly in recent years largely due to the rise of social and messaging platforms where "ordinary people" have become avid and voluntary content creators, notably on their mobile devices. Publishers, marketers, and agencies are increasingly taking notice and capitalizing on this trend in new and exciting ways. UGC as a marketing and advertising tactic has developed into a distinctly different discipline than Influencer Marketing and, thus, warrants its own exploratory. This is an important shift in thinking by IAB from prior guidance on UGC that previously included top down influencers as part of the definition of UGC. This Guide includes a Definition, Key Benefits, Sources and Types of UGC, Use Cases, and Legal considerations. The goal of the Guide is to help brands and their agencies understand how UGC can help meet their marketing and advertising objectives. May 2019 TABLE OF CONTENTS Mission and Contributors . 3 What is UGC? . 4 • Definition . 4 • The Difference between UGC and Influencer Marketing Content........................4 The Main Types of UGC . 5 What's Driving Growth of UGC for Marketing and Advertising? . 6 Key Benefits of UGC for Use in Marketing and Advertising . 7 The Proven Effectiveness of UGC . 8 • Why Do People Share? ........................................................8 • Why Do People Share Content About Brands?......................................8 • What Makes UGC Effective? . 8 • How Effective is UGC When Used in/as Advertisements? . 11 How UGC is Being Used in Advertising and Marketing Today . 12 • UGC for Advertising Examples .
    [Show full text]
  • Managing Change: Insights from Neuropsychology
    WHITE PAPER Managing Change: Insights from Neuropsychology In this paper we translate insights from neuroscience and psychology into practical, actionable recommendations to help leaders achieve breakthroughs in the way that change is managed within their organisations. By Dr. Zara Whysall LEADING EXPERTS IN HUMAN PERFORMANCE A Lane4 White Paper Managing Change: Insights from Neuropsychology About Lane4 Contents Introduction 2 With competition getting tougher all the time, the margins that separate winning businesses from their less How does the brain respond to change? 3 successful rivals can often be very small. At Lane4, we’re Psychological Triggers 3 here to ensure you have the edge. Status 4 As leading experts in human performance, we’ll work with you and your people to help individuals and teams Certainty reach their fullest potential, and to build sustainable competitive advantage across your organisation. Autonomy What gives us the edge over others in our field? A unique Relatedness combination of skills and experience, brought together by Fairness an inspirational group of people with an outstanding track record of achievement in the three interlocking areas of Understanding business, psychology, and high level sport. Conclusion Winning performance doesn’t happen by chance. If you’d like to find out how Lane4 can help you raise your game, we’d love to hear from you. Further information For further information about how Lane4 can help your organisation, please email [email protected] For website, speaking opportunities and media enquiries, please email [email protected] For research enquiries, please email [email protected] A Lane4 White Paper Lane4 Management Group Ltd St Marks House Station Road Bourne End Buckinghamshire SL8 5QF United Kingdom Telephone +44 (0)1628 533733 www.lane4performance.com © Lane4 Management Group Ltd 9/2016 including all models & frameworks.
    [Show full text]
  • Farm-Direct Marketing: Merchandising and Pricing Strategies
    Farm-direct Marketing #3 PNW 203 Merchandising and Pricing Strategies Merchandising refers to the set of strategies that direct marketers use to The Farm-direct make sales. It includes: Marketing Set • Product selection A farm-direct marketing business provides • Processing and packaging both attractive opportunities and unique • Pricing challenges to farm families. The farm-direct • Display marketing series of Extension publications • Inventory control offers information about establishing and developing a range of farm-direct • Advertising enterprises. • Customer service Other publications in the series are: In summary, merchandising is the art of selling. • An Overview and Introduction (PNW 201) • Costs and Enterprise Selection (PNW 202) Merchandising Plan • Location and Facilities for On-farm Sales (PNW 204) Your overall merchandising goal is to sell your products as profitably as • Personnel Management (PNW 205) possible and to build satisfaction and repeat sales. To achieve this goal, you should • Financial Management (PNW 206) develop a comprehensive merchandising plan. Success in merchandising requires • Legal Guide to Farm-direct Marketing providing what the customer wants, where and when she wants it. Direct (PNW 680) marketing customers want a combination of excellent quality and good value • Food Safety and Product Quality (PNW 687) and expect some choice of products and package sizes. For these reasons, proper product selection and handling must be part of a successful merchandising plan. To learn more, consider one of the online courses offered by Oregon State University, Because customers are attracted by a diversity of offerings, effective Washington State University, and University merchandising actually begins with your farm production decisions. Your farm of Idaho: stand or farmers market booth becomes increasingly attractive to customers as it In Oregon—Growing Farms: Successful offers a greater range of the products that they want.
    [Show full text]
  • An Exploratory Investigation of Marketing Research Services in India
    An Exploratory Investigation of Marketing Research Services in India By Madhav N. Segal, Ph.D., Professor of Marketing Southern Illinois University Edwardsville Junhong Min, Ph.D., Assistant Professor of Marketing Michigan Technological University Send all communications to: Madhav N. Segal, Professor Southern Illinois University Edwardsville School of Business Edwardsville Illinois 62026 Phone (618) 650-2601 Email: [email protected] 1 An Exploratory Investigation of Marketing Research Services in India Abstract The basic purpose of this investigation is to explore and understand what specific types of marketing research services are available to clients/businesses operating in India. An exploratory content analysis of websites of all major marketing research agencies in India is undertaken to identify specifically the types of specialized research services offered, any sector/industry specialization supported, and any specialized capabilities claimed. The results from this qualitative analysis appear to indicate that a wide variety of services and research capabilities are currently available to businesses operating in India. The western firms operating in India should feel very comfortable in identifying a great deal of similarities with the type and range of these services available in their own countries. Key Words: services, marketing research, emerging economies, customer insights, content analysis, India business, and qualitative research analysis 2 An Exploratory Investigation of Marketing Research Services in India Emerging markets
    [Show full text]
  • Ensuring Brand Activism in Integrated Marketing Communications Campaigns Resonates with Millennial Consumers
    University of Mississippi eGrove Honors College (Sally McDonnell Barksdale Honors Theses Honors College) Spring 5-9-2020 Ensuring Brand Activism in Integrated Marketing Communications Campaigns Resonates with Millennial Consumers Anna Hermann Follow this and additional works at: https://egrove.olemiss.edu/hon_thesis Part of the Advertising and Promotion Management Commons, Business and Corporate Communications Commons, and the Marketing Commons Recommended Citation Hermann, Anna, "Ensuring Brand Activism in Integrated Marketing Communications Campaigns Resonates with Millennial Consumers" (2020). Honors Theses. 1571. https://egrove.olemiss.edu/hon_thesis/1571 This Undergraduate Thesis is brought to you for free and open access by the Honors College (Sally McDonnell Barksdale Honors College) at eGrove. It has been accepted for inclusion in Honors Theses by an authorized administrator of eGrove. For more information, please contact [email protected]. ENSURING BRAND ACTIVISM IN INTEGRATED MARKETING COMMUNICATION CAMPAIGNS RESONATES WITH MILLENNIAL CONSUMERS by Anna Hermann A thesis submitted to the faculty of The University of Mississippi in partial fulfillment of the requirements of the Sally McDonnell Barksdale Honors College. Oxford May 2020 Approved by ___________________________________ Advisor: Professor Christina Sparks ___________________________________ Reader: Professor Robin Street ___________________________________ Reader: Dr. Robert Magee © 2020 Anna Hermann ALL RIGHTS RESERVED ii ACKNOWLEDGEMENTS Firstly, I need to express my immense gratitude to my advisor, Professor Christina Sparks. She provided me with much guidance, expertise, and encouragement throughout this process. I greatly appreciate her time and patience with me throughout the past year; I could not have completed this project without her. I would also like to thank the two members of my committee, Professor Robin Street and Dr.
    [Show full text]
  • Developing a State Measure of Psychological Reactance
    DEVELOPING A MEASURE OF PSYCHOLOGICAL REACTANCE Item Type text; Electronic Thesis Authors KACZKURKIN, ANTONIA Publisher The University of Arizona. Rights Copyright © is held by the author. Digital access to this material is made possible by the University Libraries, University of Arizona. Further transmission, reproduction or presentation (such as public display or performance) of protected items is prohibited except with permission of the author. Download date 28/09/2021 02:05:53 Item License http://rightsstatements.org/vocab/InC/1.0/ Link to Item http://hdl.handle.net/10150/190471 DEVELOPING A MEASURE OF PSYCHOLOGICAL REACTANCE By ANTONIA N. KACZKURKIN A Thesis Submitted to The Honors College In Partial Fulfillment of the Bachelor’s degree With Honors in Psychology THE UNIVERSITY OF ARIZONA May 2008 Approved by: _____________________________ Harold Arkowitz Department of Psychology 1 Abstract: Resistance in therapy is a common occurrence; one aspect of resistance that is receiving increasing attention in the literature is psychological reactance. Brehm (1966) originally conceptualized reactance as a motivation to restore one’s sense of freedom through oppositional behavior. Reactance is a client characteristic that may be an important factor in therapeutic outcomes. For example, research shows a relationship between reactance and non-compliance in therapy. Additionally, reactance can be thought of as a state or a trait. Although several trait reactance measures have been proposed, they suffer from questionable psychometric properties. Most studies of reactance have conceptualized reactance as a trait; however, some researchers are attempting to return to Brehm’s original concept of reactance as a state. State reactance currently lacks a valid and reliable measurement technique.
    [Show full text]
  • How Brand Activism Affects Consumer Attitude
    How Brand Activism Affects Consumer Attitude A study on Swedish consumers’ attitudes towards companies using brand activism, with the Black Lives Matter movement as context Bachelor’s Thesis 15 hp Department of Business Studies Uppsala University Fall Semester of 2020 Date of Submission: 2021-01-14 Diana Araf Emma Lundemo Dahlin Supervisor: León Poblete Abstract Black Lives Matter rörelsen engagerade människor både internationellt och nationellt under våren 2020. Företag var inte sena med att ta ställning och visa deras stöd i frågan, vilket ledde till olika typer av reaktioner bland deras konsumenter. Denna studie ämnar undersöka svenska konsumenters attityd gentemot företag som använder sig av brand activism som svar på sociala rörelser, där Black Lives Matter valts som empiriskt kontext. Studien ämnar också besvara vilka de viktigaste aspekterna bakom konsumenters attityd är. En förstudie har gjorts genom netnografi och empiri har samlats in genom en webbenkät med 260 svenska respondenter. Studiens analys och resultat tyder på att respondenternas generella inställning till brand activism är positiv i de fall då respondenterna anser att den sociala rörelsen som stöttas är viktig. Det finns dock tre dimensioner som påverkar den övergripande attityden, dessa är autentiskt innehåll, attityd gentemot företaget och värdet i handlingar. Inom dessa dimensioner utrönas flertalet teman där företagets historia och storlek, innehållet i själva budskapet samt att det genomsyrar organisationen är de viktigaste. Vidare är även temana utbildande, genuin och handlingskraftig kommunikation inom brand activism viktiga delar att ta med sig från resultatet. Number of pages: 48 Course: International Business and Marketing Department: Department of Business and Economics University: Uppsala University Period: Fall 2020 Mentor: León Poblete Key words: Black Lives Matter, Woke-washing, Brand activism, Social movements, Consumer attitude, Brand attitude 2 Key concepts Social movements: Mobilized groups that take action through petitions, rallies, strikes, marches etc.
    [Show full text]
  • Understanding Marketing & Branding
    Kat Merrick TotallyLocalVC.com Branding is Strategic Marketing is Tactical Branding is as vital to the success of a business as having financial coherence, having a vision for the future, or having quality employees. Marketing unearths and activates buyers. Branding makes loyal customers, advocates, even evangelists out of those who buy. This works the same way for all types of businesses and organizations. With every action you are either constructing or deconstructing the brand. Every thought, every action, every policy, every ad, every marketing promotion has the effect of either inspiring or deterring brand loyalty in whomever is exposed to it. All of this affects sales. Marketing encompasses all the processes that identifies, recognizes and satisfies customers needs and wants through the sale of products and services and does it better than competition in a consistent and timely manner. If you are poor at the marketing process, you no doubt will be poor at generating profitable revenue for your business. It’s that important. Helps you clearly understand who you are and who your desired customer base is Communicates a consistent message to the ideal customer Tracks Costs / Measures Value Helps with Focus Charts Success Serves as a Business Handbook Captures Thinking on Paper Reflects the Big Picture Becomes a Document to Build On So, where does the marketing plan fit in? It becomes the roadmap for achieving your business goals. Understanding your business How are you positioned in the market? What makes you unique?
    [Show full text]
  • Reactance, Morality, and Disgust: the Relationship Between Affective Dispositions and Compliance with Official Health Recommendations During the COVID-19 Pandemic
    Published in Cognition and Emotion: https://doi.org/10.1080/02699931.2021.1941783 Reactance, morality, and disgust: The relationship between affective dispositions and compliance with official health recommendations during the COVID-19 pandemic. Rodrigo Díaz12 & Florian Cova3 1Institute of Philosophy, University of Bern, Bern, Switzerland, 3012 Bern, Switzerland 2Centre for Research in Ethics, University of Montreal, Montreal, Canada, 2910 Montreal, Canada 3Philosophy Department & Swiss Center for Affective Sciences, University of Geneva, Geneva, Switzerland, 9 Chemin des Mines, 1202 Geneva, Switzerland Correspondence: [email protected] Published in Cognition and Emotion: https://doi.org/10.1080/02699931.2021.1941783 Reactance, morality, and disgust: The relationship between affective dispositions and compliance with official health recommendations during the COVID-19 pandemic. Emergency situations require individuals to make important changes in their behavior. In the case of the COVID-19 pandemic, official recommendations to avoid the spread of the virus include costly behaviors such as self-quarantining or drastically diminishing social contacts. Compliance (or lack thereof) with these recommendations is a controversial and divisive topic, and lay hypotheses abound regarding what underlies this divide. This paper investigates which cognitive, moral, and emotional traits separate people who comply with official recommendations from those who don't. In four studies (three pre-registered) on both U.S. and French samples, we found that individuals' self-reported compliance with official recommendations during the COVID-19 pandemic was partly driven by individual differences in moral values, disgust sensitivity, and psychological reactance. We discuss the limitations of our studies and suggest possible applications in the context of health communication.
    [Show full text]
  • Resistance/Reactance Level
    Resistance/Reactance Level Larry E. Beutler, T. Mark Harwood, Aaron Michelson, Xiaoxia Song, and John Holman University of Palo Alto Psychotherapists from all professions and perspectives periodically struggle to effectively manage a patient’s resistance to change. This article provides definitions and examples of patient-treatment matching applied to patient resistance or reactance. We report the results from an original meta- analysis of 12 select studies (N 5 1,102) on matching therapist directiveness to patient reactance. Our findings support the hypothesis that patients exhibiting low levels of trait-like resistance respond better to directive types of treatment, while patients with high levels of resistance respond best to nondirective treatments (d 5 .82). Limitations of the research reviewed are noted, and practice recommendations are advanced. & 2010 Wiley Periodicals, Inc. J Clin Psychol: In Session 67:133–142, 2011. Keywords: resistance; reactance; treatment outcome; directiveness; meta-analysis; therapy relation- ships Although resistance may be conceptualized in a variety of ways, it is generally well-accepted that a patient’s resistance to change is one of the more challenging problems psychotherapists face. Seen as more than a failure to improve, resistance is often seen when a patient’s behavior is directly or indirectly contrary to the recommendations of the therapist and/or to the health of the patient. This paradox of psychotherapy suggests that even the most well-intentioned patients may possess ambivalence about making beneficial changes and therefore fail to take action towards those changes. Patients who do not comply with therapy procedures, even when believing that doing so will be helpful, are usually given the label of resistant.
    [Show full text]
  • Role of Successful Branding in Social Marketing
    IOSR Journal of Business and Management (IOSR-JBM) e-ISSN: 2278-487X, p-ISSN: 2319-7668 PP 49-52 www.iosrjournals.org Role of Successful Branding In Social Marketing Vijayarani.S MIB., MBA., M.Phil., Assisitant Professor, Department of Management, St.Joseph’s College for Women, Tirupur. Abstract: The article focuses on the role and importance of branding in social marketing with the help of successful social marketing brands. Barriers for successful branding for a social product like –health, smoking or safe driving campaign, are discussed. Like the four P’s required for marketing of any offering, social marketing brand involves five C’s – Change-orientation, Competitive, Compatible, Caring and Culturally appropriate. The challenge of social marketing lies in complementing rather than compete with community mobilization and structural changes and in increasing the occasions and the number of times it is chosen as the ‘preferred brand’ for individual/societal change. For a successful branding of social marketing three main points are important – committed and extensive private sector involvement, creation of academic programs and legitimization of social marketing as a scholarly field of study. I. Introduction Marketing in the 21st century is well accepted as an effective method of creating awareness and generating interest in customers to buy the organization’s offerings. Andreasen and Kotler explain generic marketing in two ways – Descriptive and Prescriptive. Descriptive is a mere activity that members of society do and prescriptive is something members of a society ought to do to achieve certain results. They further stress on the point that the ultimate objective of generic marketing is to influence behavior, which is what social marketing or in that case any marketing activity strives to achieve.
    [Show full text]
  • Product Placement Effects on Store Sales
    Product Placement Effects on Store Sales: Evidence from Consumer Packaged Goods∗ Simha Mummalaneni † Yantao Wang ‡ Pradeep K. Chintagunta § Sanjay K. Dhar ¶ February 21, 2019 Abstract Product placement provides an alternative way for brands to reach consumers and does so in a more subtle way than through traditional advertising. We use data from both traditional television advertising and product placement on television shows to compare how these marketing instruments affect consumer demand for brands in the soda, diet soda, and coffee categories. Our approach is to estimate a logit demand model using weekly store-level sales data at the UPC (product) level, while accounting for heterogeneity in consumer preferences and response parameters across markets. Estimates from this model indicate that product placement is generally effective, but that the elasticities are small. For the soda and diet soda categories, average short-term elasticities are around 0.08 for the major brands in the data; these estimated elasticities for product placement are generally larger than those for traditional TV advertising, albeit on the same order of magnitude. For the coffee category, product placement elasticities are roughly zero while the advertising elasticities are larger. The results suggest that product placement is overall more effective than traditional TV advertising for the brands in our data; however, there is a significant amount of heterogeneity in elasticities across categories, brands, and geographical areas. Keywords: Product Placement, Advertising, Media, Demand Estimation ∗We thank Günter Hitsch for initiating this project with us. We also thank Brad Shapiro and seminar participants at the 2018 UW-UBC marketing camp, the 2018 Marketing Science conference, Johns Hopkins University, the FTC Bureau of Economics, and the 2019 University of Washington winter marketing camp for their thoughtful comments and suggestions.
    [Show full text]