SNS 사용자가 급속히 증가함에 따라 기업 전체 마케팅 활동에서 SNS 마케팅이 차지하는 비중이 높아지고 있으며 SNS 광고도 새로운 마케팅 도구로 급성장하게 되었다. SNS 광고에 관한 선행 연구가 많이 진행해왔지만 SNS의 다양한 광고 형태 중 새롭게 각광받고 있는 인피드 광고에 대해 연구가 아직 부족한 현황이다. 따라서 본 논문은 중국 SNS 사용자들을 대상으로 인피드 광고의 가장 뚜렷한 3가지 특성(네이티브 콘텐츠 간의 형식의 일치성, 상호작용성과 개인맞춤성)이 인피드 광고 태도에 미치는 영향을 검증하였으며, SNS사용자들이 지각하는 프라이버시 우려 정도가 SNS 인피드 광고 태도에 미치는 조절적 영향을 검증하였다. 실증적 분석을 위해 SNS를 사용한 적이 있고 인피드 광고를 본 적이 있는 295명 중국 소비자에 대한 설문조사를 분석하였다. 연구 결과에 따르면 인피드 광고의 3가지 특성이 광고 태도에 긍정적인 영향을 미치는 것으로 나타났다. 또한 프라이버시 공개에 대한 우려는 일치성 및 상호작용성이 광고태도에 미치는 영향에 있어서 유의한 영향을 미치지 않았지만 개인맞춤성이 광고 태도에 미치는 영향에 있어서 부정적인 조절 효과를 보였다. 즉, 소비자가 개인 정보 유출에 대해 걱정할 때 개인맞춤성이 광고 태도에 미치는 긍정적인 효과를 약화시킬 수 있다. 이러한 실증적 연구는 인피드 광고 태도에 영향을 미치는 중요한 정보와 위험요소를 새로 발견하였으니 SNS 매체연구, SNS 광고연구, 그리고 국제마케팅연구의 학문적 발전에 기여할 수 있는 것으로 기대된다. 또한 중국 소비자들을 타깃으로 하는 중국기업과 중국에 진출하는 외국 기업들에게 효과적인 SNS 마케팅 전략과 SNS 광고전략을 수립하는 데에 실무적인 시사점을 제공할 수 있을 것으로 기대된다.

In many mature markets competition keeps growing. As a result, products are increasingly becoming similar, which often prompts price reductions and other promotional tools to ensure profit margins and the long-term marketing viability. Another solution frequently employed to win the competition is the use of emotional advertising (Rossiter & Percy, 1997). This is because products sharing the same or similar attributes can generate different emotion, therefore, be perceived different. However, the frequent use of emotional advertising has led to the situation that not only products but also their ads become similar primarily because consumers buying products of the same category tend to prefer similar effects. Such similarity of the ads is likely to create confusion among the ads so that consumers may not identify the brands of the ads correctly. Impacts of the confusion, however, may differ due to a number of variables. Of the variables, a few critical variables are examined in this study, and several propositions are suggested for the future study.

In this study, we present results of two experiments on hedonic and functional products designed to (1) explore consumers’ third-person perceptions of sex appeals in advertising (2) determine which constructs are effective on third-person perception across the product types (3) and, examine whether conceptual models are moderated by public exposure to sexual stimuli or not. The findings suggest that public exposure to the sexual stimuli is a factor that causes some differences on the antecedents of the third-person perception, and behavioural outcomes of the third-person perception across the respondents’ cultural background and product types.

Advertising increasingly relies on images to persuade viewers. Some viewers engage with ads as works of art. The current research develops a valid and reliable measure of advertising immersion (AdImm). As luxury branding and art consumption often intersect, a better understanding of how AdImm affects advertising persuasion is needed. Introduction As consumers become more visually savvy and sophisticated, it brings to light the increasing importance of visual consumption in advertising. Consumers engage with ads in different ways. Previous research focused on the product (Petty, Cacioppo, & Schumann, 1983), identity negotiation (Thompson & Haytko, 1997), or mood (Holbrook & Hirschman, 1982). Phillips and McQuarrie (2010) proposed an “engage to immerse” mode where the focus is on the image itself (i.e. aesthetic elements). The viewer undergoes an embodied experience (Joy and Sherry 2003) similar to flow (Csikszentmihalyi & Robinson, 1990) whereby the viewer processes the ad as a work of art. While Phillips and McQuarrie (2010) provide the conceptual framework through phenomenological interviews, there is no scale to measure the advertising immersion (AdImm) construct. The research objective is to develop a valid and reliable scale. Aesthetics in Luxury Advertising Previous studies have examined the effects of white space (Pracejus, Olsen, & O’Guinn, 2006), prototypically (Veryzer & Hutchinson, 1998), camera angles (Meyers-Levy & Peracchio, 1992), and cropped objects (Peracchio & Meyers-Levy, 1994). While these studies follow the experimental aesthetic tradition of Berlyne (1971), they fail to examine advertising aesthetics holistically, as images depend on context and stylization to communicate, because an “experience only happens by virtue of those elements being placed together in a particular pattern of relationships to each other (Scott, 1994 pg. 270).” Art often carries the social connotation of luxury (Scott, 1994) via art infusion (Hagtvedt & Patrick, 2008). Advertisers have appropriated art techniques, mediums, producers (Dion & Arnould, 2011), and aesthetic elements (Schroeder, 2002) to elevate the status of luxury brands in order to divorce them from their commercial orientation. Analogous to works of art, luxury brands possess an aura of high-brow authenticity. Due to the strong relationship between art and luxury consumption, it is important to measure AdImm. Research Design & Preliminary Findings The methodology for scale development will follow the recommendation of Churchill (1979) and Gerbing and Anderson (1988). As a result of an extensive literature review, a set of 12 – items were generated. Expert judges were invited to examine their clarity and the extent to which they represent the construct to establish face validity. At the end of this stage, some items were rewritten or dropped while others were added. 10 items on a seven- point Likert scale anchored from strongly disagree (1) to strongly agree (7) remained (Table 1). A convenience sample of 143 business, fashion, and art female students at a southwestern U.S. university were invited to participate in a 30 minute questionnaire. Exploratory factor analysis (EFA) was conducted to refine the AdImm scale. The maximum likelihood extraction method with promax rotation was used in EFA. Entries with missing values were deleted. Two factors emerged from the 10 items. A total of 7 items from factor 1 emerged after items with factor loadings below 0.4 were deleted. Although item 3 cross-loaded with another factor, the cross-loading difference was greater than .2, and thus, was kept. Factor 1 explained 32.80 % of the variance. The reliability for the seven-item scale was .574, which was very low. Therefore, item 7 was deleted, which improved reliability to .832. Six items were finalized for further structural testing through confirmatory factor analysis. Amos was used to estimate a series of confirmatory models. The method of estimation used was maximum likelihood. The initial measurement model fit poorly as evidenced by the following fit statistics: chi-square = 58.34, df = 9, CMIN/DF = 6.48; CFI = .878, GFI = .877, and RMSEA = .196. After the initial model fit, item 4 was deleted as it had a low loadings of .45 As a result, the model fit improved. The chi-square in the revised model is 12.86 with 5 degrees of freedom. The ratio of the chi-square and degrees of freedom (CMIN/ DF) is less than 3 (2.571), which indicates an acceptable fit of the model to the data. CFI and NFI are 0.977 and 0.963, respectively. CFI and NFI are above the acceptable of .90 as suggested by Hair et al. (2006). IFI is 0.977 and GFI is 0.968, exceeding the necessary 0.95 threshold (Byrne 2010). Although the RMSEA is over the 0.08 threshold, the other fit statistics supported the model Overall, all the model statistics imply a good fit of the model. Table 2 indicates the remaining scale items and their corresponding factor loadings and critical ratio values. Discussion Consistent with previous research, aesthetics can serve as casual agents in shaping advertising persuasion. Because ads have a commercial orientation, viewers resist them inherently. However, advertisers can combat resistance by eliciting AdImm whereby the artfulness of the image as a whole (Joy & Sherry, 2003) rather than some stylistic property triggers an intense brand experience; similar to viewers of art at a gallery or museum. As a route of persuasion, AdImm intensifies brand experience rather than boosting brand evaluation (Phillips & McQuarrie, 2010). Previous research has examined the relationship between brand experience and brand attitude as well as purchase intention (Zarantonello & Schmitt, 2010). Future research will assess predictive validity to determine how AdImm influences advertising persuasion. Since luxury branding and art consumption intersect, luxury advertisers will better understand how AdImm affects advertising persuasion. Additionally, the valid and reliable AdImm scale will provide the opportunity for scholars to study aesthetics from an interdisciplinary perspective.

Detergency and surface active properties of mixed anionic surfactants with amphoteric and nonionic were investigated. Sodium dodecyl sulfate (SDS) and ammonium dodecyl sulfate (ADS) as anionic surfactants and cocamidopropyl betaine (CAPB) as an amphoteric surfactant were used. Nonionic surfactants, which are butyl glucoside (BG), octyl glucoside (OG), decyl glucoside (DG), lauryl dimethylamine oxide (AO) and saponin were also used. To study the synergy effects of mixed SDS/ADS anionic surfactant systems, amphoteric and nonionic surfactants were added into the mixed anionic surfactants. Investigated properties of surfactant mixtures were critical micelle concentration (CMC), surface tension (γ), wettability. In addition, based on these properties, detergency of each sample was examined. Surfactant mixtures are anionics (SDS/ADS), anionic/amphoteric/nonionic (SDS/ADS/CAPB/ saponin), and anionic/nonionic (SDS/ADS/BG/saponin, SDS/ADS/OG/saponin, SDS/ADS/ DG/saponin, and SDS/ADS/AO/saponin). With the addition of amphoteric and nonionic to mixed anionic surfactants, CMC and γ were decreased. Addition of CAPB, which is amphoteric, showed the best property at CMC and γ. Furthermore, as the chain length of hydrocarbon in alkyl glucosides was increased, the CMC and γ were enhanced. However, the wettability did not exactly match up with CMC and γ. The surfactant mixture, which contained DG, showed the best performance at wetting time. Detergency was measured at various temperatures (15 oC, 30 oC, 50 oC). The cleaning performance was enhanced by increasing washing temperature. Moreover, detergency was influenced by not only CMC and γ but also wettability. Although CMC and γ were not minimum at surfactant mixture that included DG, the best cleaning performance showed in that sample.

Quick Response (QR) code has often been employed in promotional coupon campaigns worldwide. This research addresses whether and how curiosity, visual complexity and perceived fit jointly affect consumers’ intention to scan such a code. Based on relevant theories from marketing and psychology, we posit that, while consumers with the high level of curiosity are likely to be more bound to visual complexity, consumers with the low level of curiosity tend to rely more on a good perceived fit, thus overcome the negative effects of visual complexity, forming greater scan intention. To this end, we conduct an experimental study with general consumer sample. The findings support our main prediction. In closing, we discuss theoretical and managerial implications while recognizing important limitations and suggesting future research directions.

Increasing consumer scepticism about corporate behaviour has led companies to actively manage and advertise their corporate brands. However, it remains unclear how receptive consumers across different markets have been to such efforts. This study examines (i) consumer involvement (a motivational state activated by personal relevance of a stimuli) levels and (ii) processes with corporate advertising to demonstrate differences and similarities with product advertising across multiple markets. Using between subject experimental design, the study was conducted across three different markets with varying degrees of economic development i.e. USA (n = 285), France (n = 217) and Pakistan (n=311). Results demonstrate that consumer involvement levels with corporate advertising is higher in USA than in France and Pakistan. American consumers tend to be involved with corporate advertising as much as they are with product advertising, whereas, French and Pakistani consumers are more involved with product advertising. Apart from differences in involvement levels, study findings demonstrate substantial similarities in involvement processing and how they impact ad attitude and consumers’ behaviour across both the markets. The study holds importance for corporate communication and product managers with cross national responsibilities as it establishes differences and similarities for corporate and product ad involvement across developed and emerging markets.

In the U.S., the Super Bowl attracts more viewers and media attention for its advertising than any other single event for the year (Tomkovick et al., 2011). Previous research focuses on factors of the effectiveness of Super Bowl ads. A majority of these studies explores their impact on short-term effectiveness measures such as recall, buzz, or, most commonly, ad likeability (e.g., Cheong and Kim, 2012; Li, 2010; Nail, 2007; Newell et al., 2001; Tomkovick et al., 2001). However, prior research on whether Super Bowl ads have a positive impact on stock prices has not provided consistent results. Thus, more attention should be paid to the marketing productivity and measures of return, including customer equity (e.g., Rust et al., 2004). Drawing on the brand value chain (Keller and Lehmann, 2003), we hypothesize that customer equity mediates the relationship between Super Bowl ads and firm value. Using event study methodology, we analyze a sample of 62 ads for which data is available on both measures that represent customer equity and stock price from the Super Bowls from 2008 to 2012. We find that Super Bowl ads can be worth the large investment, but only if they enhance consumers' brand favorability ratings. The reverse also holds in that a negative impact on stock return is expected when a Super Bowl ad reduces brand favorability.

This study is designed to a) confirm Lang’s theory on mediated message processing (LC4MP; Lang, 2006) and b) explore the possibility of applying this theory to business practice (advertising). Coding system Information Introduced (ii), which is based on LC4MP, is a way to index the amount of information included in any given video message (Lang, Bradley, Park, Shin, & Chung, 2006; Lang, Park, Sanders-Jackson, Wilson, & Wang, 2007). Early studies tested the validity of this measure by measuring memory test results and comparing them with secondary task response time (STRT) data. To take this line of research further, this study has collected psychophysiological responses (heart rate and skin conductance) as measures of cognitive information processing. Also collected was recognition memory data and other self-reported data, which shows too much information (indexed by ii) in television advertisement leads to cognitive overload. Relationship between advertisement’s ii and other measures (e.g., attitude toward ad) will be reviewed as well.

In the first part we aim to present a new tool to better understand implicit consumer associations, perceptions and impact. The second one is to show how this tool uncovers new and often counterintuitive insights regarding emotional percepts of soccer megastars, including Lionel Messi. BIOCODE™ is a reaction time based method, determines the strength of implicit, i.e. instinctive, immediate, automated or emotional conviction people have to things they say, such as perceptions of a brand or a celebrity, reactions to an ad, liking of a product or intent to vote for a political candidate. It captures how consumers are impacted by brands, ads, products, packages and concepts in contrast to what they overtly say in a declarative, more considered, explicit realm. In essence, we ask to answer (on-line or central location) simple questions about a brand, a person or a product. Consumers’ explicit and rational statements are important but assessing those responses in the context of the time their brains need to produce an answer gives a new perspective and competitive edge. The standardized reaction time index reveals consumers’ true and unbiased reactions. Importantly, these implicit emotional reactions tend to predict actual behavior closer than explicit rational declarations. The Implicit Association Test (IAT) - the first method based on assessing reaction times - was developed in 1998 by Anthony Greenwald to finally capture racial prejudice and other sensitive issues. Before IAT traditional paper & pencil questionnaires due to overt or hidden distortions had hard time proving the existence of racism. What is the cognitive mechanism beyond reaction time based methodology? By recording how much time a consumer’s brain needs to produce an indication of an attitude or preference we discover how easily accessible (and thus how instrumental) such emotion is. The quicker the indication is, the more accessible it gets. The foundations of this neuropsychological phenomena were first described by Donald Hebb in his ‘Consolidation of the Memory Trace’ theory (1948) and then refined by Russell Fazio in his ‘Attitude Accessibility’ model (1989), Daniel Schacter’s ‘Implicit Memory’ theory (1992) as well as Mahzarin Banaji & Anthony Greenwald in their concept of ‘Implicit Social Cognition’ (1994). Rafal Ohme and his team began working with the original, academic form of IAT. Their goal was to bridge the use of the tool to market research applications. Now with over 15 years of subsequent R&D in this area, they have created simplified, user friendly research applications that are unequaled in their ability to measure previously unanswerable questions about the degree of emotional valence or “felt intensity” that is associated with what people say. BIOCODE™ is the second generation of latency measures. Comparing with IAT - the first generation of academic reaction time methods it is: easier, simpler, clearer, looks better and there is no need for repetitions which saves a lot of precious on-line time. BIOCODE™ is based upon highly refined technology that calibrate individual response speeds and eliminate biasing variables. The technology includes: noise reduction algorithm; quality control module; context procedures; calibration. It secures the highest validity of measurements. In the test – retest validation conducted on 11 studies held internally and externally in 2009-2013 the correlations obtained ranged from r = 0,840 to r = 0,960 (conducted on various target groups of high incidence that met all the criteria for the test; demographic characteristics were controlled and groups were homogenous. Together with Manabu Mori from Rakuten Research - one of the top on-line research company – Rafal Ohme have designed the first ever cross-cultural reaction time test on soccer celebrities. Nearly 900 on-line respondents from three continents: South America, Europe and Asia were asked to indicate (on a computer screen, using a regular mouse or a key-pad) whether they agree or disagree (5-point Likert’s scale) with the attitudinal statements on specific personality traits of soccer celebrities, eg. hard working, talented, famous, loving their country. This explicit rational response has been accompanied by implicit emotional reaction. The aim of the study was to by-pass the “rationality bias” and reveal true emotional reactions about soccer celebrities including: Leo Messi, Christiano Ronaldo, Wayne Rooney, Neymar jr, Shinji Kagawa. The selected findings will be disclosed during the presentation. Concluding, BIOCODE™ is a sensitive detector of consumer ‘lip service’ that is often driven by benefit of the doubt, political correctness and simple deference to leadership brands. If we want to understand consumers, it serves to know the gap between what people say and how they feel. It is a very promising, fast growing method with established advanced applications for copy testing, tracking, brand strategy, political polling, product, package and concept testing worldwide. Moreover it is effective as a module embedded within more traditional surveys for providing a seamless integrated perspective on both explicit and implicit aspects of consumer behavior to enrich our understanding of what consumers truly feel and what drives their behavior.

키워드 광고에서 상표권 침해 또는 퍼블리시티 권 침해 여부와 부정경쟁방지법상 부정경쟁행위에 해당하는지 여부가 문제된다. 그러나 키워드 광고 는 광고주가 설정한 키워드를 검색어로 입력하면, 해당 광고주가 지정한 홈페이지로 연결되는 링크 를 화면에 표시하는 역할만을 할 뿐이다. 따라서 키 워드 광고에 검색어로 타인의 상표를 지정한 행위 가 상표법상 상표적 사용에 해당된다고 보기는 어 렵고 부정경쟁방지법상 출처표시 기능이나 영업표 지 기능을 가진다고 보기도 어렵다. 또한 대부분의 인터넷 이용자들은 검색 결과에 자신이 찾고자 하 는 결과 이외의 결과도 함께 표시된다는 사실을 이 미 알고 있으므로, 타인의 상표를 키워드로 사용하 였다고 하여 영미에서 논의되는 최초관심혼동이론 에 따라 상표권 침해를 인정하거나 해당 상표에 대 한 희석화가 발생하였다고 보기도 어렵다. 키워드 광고는 광고주의 홈페이지를 연결시켜주는 다리 역할만을 할 뿐이어서 키워드 광고를 통 해 연결된 홈페이지에서 상표권 침해 또는 부정경 쟁방지법위반행위가 발생하였다고 하더라도, 키워 드 광고는 해당 행위를 위한 도구로 사용된 것에 불 과하다고 볼 수 있으므로 그 자체로 곧바로 상표권 침해나 부정경쟁방지법위반으로 인정되기는 어려 울 것이다. 퍼블리시티권은 아직 국내에서는 그 인정 여부 에 대한 논의조차 정리되지 아니하여 키워드 광고 가 퍼블리시티권 침해로 연결될 수 있는지에 대한 논의도 제한적인 측면이 있으나, 키워드 광고 자체 만으로 퍼블리시티권 침해로 곧바로 연결된다고 보기는 어려울 것으로 보인다. 또한 퍼블리시티권 자체의 인정여부가 논의되고 있는 현 시점에서는 키워드 광고를 퍼블리시티권의 측면에서 보기보 다, 민법상 불법행위책임이나 형사상 명예훼손 책 임 등의 관점에서 분석하는 것이 보다 적절할 것으 로 보인다. 키워드 광고에 타인의 상표를 무단으로 사용하 는 행위는 타인이 막대한 비용을 투자하여 쌓은 상 표 또는 표지가 가지는 신용이나 명성에 무임승차 하여 부당하게 이익을 얻는 측면이 있다는 점에서, 향후에는 키워드 광고가 가지는 권리 침해의 요소 등을 보다 면밀히 분석함으로써 키워드 광고에 관한 법률상 근거와 타인의 권리 침해에 대한 구제수 단 마련이 필요할 것이

The preparation of CaSO4 nanoparticle by vesicles formed spontaneously in cationic OTAC and anionic ADS mixed surfactant solution whose ratio is 0.3/0.7 is investigated. Added electrolytes for preparing nanoparticles reduce vesicle size about 200-300 nm comparing with that of pure vesicle whose size is 700-800 nm by DLS. The core of vesicles has 200 nm size and acts as nanoreactors which same size of monodisperse CaSO4 nanopaticles are formed. Although CaSO4 particles are formed at the outer of vesicles, they are very large and amorphous. The formed particles are identified with XRD analysis after separation due to coinciding with CaSO4 particles.

Self-diffusion coefficients of colloidal ass9Ciation structures in the aqueous solutions of anionic ammonium dodecyl sulfate (ADS) and cationic octadecyltrimethylammonium chloride (OTAC) surfactants were measured by pulsed-gradient spin echo NMR. The results were interpreted on the basis of the ADS/OTAC/water phase diagram. Crossing the phase boundaries, significant changes in self diffusion coefficients were observed and well correlated to the phase diagram. For the micelles their apparent radii were obtained from Stokes-Einstein equation. Their values were 15 for the ADS micelles and 54 a for the OTAC micelles, respectively. For vesicles which were formed spontaneously at different relative amounts of the surfactants and total surfactant concentrations, the radius was measured as 50 to 200 nm. This result is in fair agreement with those by TEM and light scattering.