The effects of variance in perceived message sensation value and optimum stimulation levels on consumer responses to ads promoting violent sports media
0
조회
0
다운로드
3
인용
0
참고문헌
키워드
초록
The current study adds to the sport marketing and media literature on the effect of individual differences (sensation seeking; SS) on the consumption of violent sport media. It extends the literature on SS and Perceived Message Sensation Value (PMSV)by exploring the role of image intensity in subjects’ responses to print ads promoting an after-market sports media product (i.e., a sport highlights DVD) for a violent combative sport (Mixed Martial Arts; MMA). Image intensity (violence) is manipulated in the ad stimuli to present high- and low-PMSV advertisements. A personality trait (SS) and the order of ad stimuli presentation were included as moderators. A 2 (PMSV: high/low)£ 2 (SS: high/low) £ 2 (ad presentation order) mixed design involving US undergraduate students (N ¼ 270) is employed to test the hypotheses. The results of this study generally support the PMSV main effect on ad responses, suggesting that a high-PMSV ad elicits higher arousal and a more favorable attitude toward the ad (AAd)than a low-PMSV ad. Meanwhile, the moderating role of SS received limited support. The study provides preliminary evidence that the sequence of exposure to media with varying levels of (sport) violence moderates the effects of PMSV on ad response.
Abstract
The current study adds to the sport marketing and media literature on the effect of individual differences (sensation seeking; SS) on the consumption of violent sport media. It extends the literature on SS and Perceived Message Sensation Value (PMSV)by exploring the role of image intensity in subjects’ responses to print ads promoting an after-market sports media product (i.e., a sport highlights DVD) for a violent combative sport (Mixed Martial Arts; MMA). Image intensity (violence) is manipulated in the ad stimuli to present high- and low-PMSV advertisements. A personality trait (SS) and the order of ad stimuli presentation were included as moderators. A 2 (PMSV: high/low)£ 2 (SS: high/low) £ 2 (ad presentation order) mixed design involving US undergraduate students (N ¼ 270) is employed to test the hypotheses. The results of this study generally support the PMSV main effect on ad responses, suggesting that a high-PMSV ad elicits higher arousal and a more favorable attitude toward the ad (AAd)than a low-PMSV ad. Meanwhile, the moderating role of SS received limited support. The study provides preliminary evidence that the sequence of exposure to media with varying levels of (sport) violence moderates the effects of PMSV on ad response.
참고문헌 (31)
- Alisha Blakeney, "Media Habits of Sensation Seekers", Journal of Global Scholars of Marketing Science(마케팅과학연구), 20(2), pp.179~187 (2010), 한국마케팅과학회
- Donohew, L., "Applications of a theoretic model of information exposure to health interventions", Human Communication Research, 24, pp.454~468 (1998)[DOI]
- Eastman, S. T., "Promotion in and about sports programming, In Research in media promotion", pp.203~230 (2000), Lawrence Erlbaum Associates
- Everett, M. W., "Influences of sensation-seeking, message sensation value, and program context on effectiveness of anticocaine public service announcements", Health Communication, 7, pp.225~248 (1995)[DOI]
- Grier, S. A., "The Federal Trade Commission’s report on the marketing of violent entertainment to youths: Developing policy-tuned research", Journal of Public Policy and Marketing, 20, pp.123~132 (2001)
- Hoyle, R. H., "Reliability and validity of scores on a brief measure of sensation seeking", Personality and Individual Differences, 32, pp.401~414 (2002)[DOI]
- "MMA’s journey not a smooth one. Foxsports.com" (2009)[URL]
- Kang, Y., "The attentional mechanism of message sensation value : Interaction between message sensation value and argument quality on message effectiveness. Communication Monographs, 73, 351 – 378, doi : 10", Communication Monographs, 73, pp.351~378 (2006)[DOI]
- Krcmar, M., "Predicting exposure to and uses of television violence", Journal of Communication, 49, pp.24~45 (1999)[DOI]
- Lang, A., "It’s an arousing, fast-paced kind of world : The effects of age and sensation seeking on the information processing of substanceabuse PSAs", Media Psychology, 7, pp.421~454 (2005)[DOI]
- Lang, P. J., "Behavioral treatment and bio-behavioral assessment: Computer applications, In Technology in mental health care delivery systems", pp.119~137 (1980), Ablex
- 이종호, "The Research on Online Game hedonic Experience -Focusing on moderate effect of perceived complexity -", Journal of Global Scholars of Marketing Science(마케팅과학연구), 18(2), pp.135~173 (2008), 한국마케팅과학회
- Lorch, E. P., "Program context, sensation seeking, and attention to televised anti-drug Public Service Announcements", Human Communication Research, 20, pp.390~412 (1994)[DOI]
- Madkour, A. D., "Fox, UFC a game changer?", Street and Smith’s Sports Business Journal, pp.24~ (2011)
- Ebrahim Mazaheri, "Investigating the Moderating Impact of Hedonism on Online Consumer Behavior", Journal of Global Scholars of Marketing Science(마케팅과학연구), 20(2), pp.123~134 (2010), 한국마케팅과학회
- McDaniel, S. R., "Sensation seeking and the consumption of televised sports, In The psychology of entertainment media: Blurring the lines between entertainment and persuasion", pp.332~335 (2004), Lawrence Erlbaum Associates
- McDaniel, S. R., "The role of gender and personality traits in response to ads using violent images to promote consumption of sports entertainment", Journal of Business Research, 60, pp.606~612 (2007)[DOI]
- Mehrabian, A., "An approach to environmental psychology" (1974), MIT Press
- Miller, D. W., "Comparing the effects of a photograph versus artistic renditions of a beach scene in a direct-response print ad for a Caribbean resort island : A mental imagery perspective", Journal of Vacation Marketing, 10, pp.11~21 (2003)[DOI]
- Morgan, S. E., "Associations between message features and subjective evaluations of the sensation value of antidrug Public Service Announcements", Journal of Communication, 53, pp.512~526 (2003)[DOI]
- Niederdeppe, J. D., "Stylistic features, need for sensation, and confirmed recall of National Smoking Prevention Advertisements", Journal of Communication, 57, pp.272~292 (2007)[DOI]
- Oliver, M. B., "Sexual and violent imagery in movie previews : Effects on viewers’ perceptions and anticipated enjoyment", Journal of Broadcasting & Electronic Media, 51, pp.596~614 (2007)[DOI]
- Palmgreen, P., "Sensation seeking, message sensation value, and drug use as mediators of PSA effectiveness", Health Communication, 3, pp.217~227 (1991)[DOI]
- Palmgreen, P., "Perceived Message Sensation Value(PMSV)and the dimensions and validation of a PMSV Scale", Health Communication, 14, pp.403~428 (2002)[DOI]
- Pradip Hira Sadatangani, "An Empirical Study on Emotional Intensity and the Influence of Product Involvement in the Context of the Integrative Framework", Journal of Global Scholars of Marketing Science(마케팅과학연구), 12(12), pp.99~119 (2003), 한국마케팅과학회[DOI]
- Stephenson, M. T., "Sensation seeking, message sensation value, personal involvement, and processing of antidrug ads", Communication Monographs, 68, pp.49~71 (2001)[DOI]
- Unnava, H. R., "Effects of presentation order and communication modality on recall and attitude", Journal of Consumer Research, 21, pp.481~490 (1994)[DOI]
- Walker, J. R., "Sex and violence in program promotion, In Research in media promotion", pp.101~126 (2000), Lawrence Erlbaum Associates
- Watson, D., "The two general activation systems of affect : Structural findings, evolutionary considerations, and psychobiological evidence", Journal of Personality & Social Psychology, 76, pp.820~838 (1999)[DOI]
- Zaichkowsky, J. L., "The Personal Involvement Inventory: Reduction, revision, and application to advertising", Journal of Advertising, 23(4), pp.59~70 (1994)
- Zuckerman, M., "Sensation seeking and risky behavior" (2007), American Psychological Association