1423706904ANZMAC 2014 Proceedings.compressed

anzmac.org/conference
Agents of change
1–3 December 2014 | Brisbane, Australia
Proceedings
ANZMAC
Annual Conference
2014

Published by:
ANZMAC
c/o Social Marketing @ Griffith
Griffith Business School
Griffith University
170 Kessels Road, Nathan
Brisbane, QLD 4111
Telephone: +61 (07) 373 56446
Facsimile: +61 (07) 373 57126
Email: s.rundle-thiele@griffith.edu.au
2014 ANZMAC Conference
Editors: Sharyn Rundle-Thiele, Krzysztof Kubacki and Denni Arli
© 1 - 3 December 2014
All rights reserved. No part of this publication may be reproduced, stored in a retrieval system
or transmitted in any form or by any means, electronic or mechanical, photocopying,
recording or otherwise without the prior permission of the copyright owner. Copyright rests
with the authors.
ISBN: 1447-3275

BUSINESS SCHOOL
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1 | ANZMAC 2014 Proceedings
Table of contents
Welcome from the Conference Co-Chairs 3
Track Chairs 6
Keynote Speaker 9
ANZMAC 2014 Conference Program Outline 10
Doctoral Colloquium Program 13
ANZMAC 2014 Proceedings 22
Marketing Communications – Full Papers 22
Marketing Communications – Abstracts 60
Brands and Brand Management – Full Papers 74
Brands and Brand Management – Abstracts 182
Consumer Behaviour – Full Papers 195
Consumer Behaviour – Abstracts 469
Social Marketing – Full Papers 499
Social Marketing - Abstracts 619
Marketing Education – Full Papers 646
Marketing Education - Abstracts 726
Market Research – Full Papers 728
Market Research - Abstracts 795
Retailing and Sales – Full Papers 801
Retailing and Sales- Abstracts 844
International Marketing – Full Papers 849
International Marketing - Abstracts 895
Service Marketing – Full Papers 903
Service Marketing - Abstracts 1022

Distribution – Full Papers 1055
Distribution - Abstracts 1071
Digital Marketing and Social Media – Full Papers 1077
Digital Marketing and Social Media - Abstracts 1204
Industrial Marketing – Full Papers 1217
Industrial Marketing - Abstracts 1300
Sustainable Marketing – Full Papers 1308
Sustainable Marketing - Abstracts 1340
Consumer Culture Theory – Full Papers 1346
Consumer Culture Theory - Abstracts 1369
Food Marketing – Full Papers 1381
Food Marketing - Abstracts 1453
Poster Submissions 1460

Welcome from the Conference Chair
Welcome to the ANZMAC 2014 Conference!
On behalf of Griffith University, our colleagues within Social
Marketing @ Griffith, Griffith University’s Department of
Marketing, and the local organising team, we are delighted
that you are able to participate in ANZMAC 2014.
This year’s conference attracted nearly 500 submissions from
36 countries. More than 200 submissions came from
overseas, from countries as remote as Portugal, Norway and
Brazil showcasing the truly international field attracted to
ANZMAC. Three hundred and eighty-two papers were
accepted for presentation, giving an acceptance rate of 79%.
In addition 22 posters and 7 special session proposals were
submitted to ANZMAC 2014, providing further insight into
some of the emerging issues in marketing. We were very
impressed with the standard and diversity of the submissions,
which should make for a high-quality and memorable event.
We are confident that regular ANZMAC attendees will enjoy
this year’s conference location, and would like to extend a
special welcome to our international colleagues travelling
from afar and those attending an ANZMAC Conference for the first time.
The theme for ANZMAC 2014 is Agents of Change. ANZMAC 2014 showcases how
marketing has been used effectively as an agent of change in both social and
commercial settings. Marketers have long been recognised for their ability to
stimulate demand, assisting corporations to sell products, services and ideas in
ever-increasing quantities and/or with improved efficiencies. Informed by the
marketing discipline, social marketing is developing an increasing evidence base
demonstrating its effectiveness in changing behaviours for social good. Increasingly,
governments and non-profit agencies across the globe are recognising marketing’s
potential as an agent of change.

The first day of the conference will begin at the site of the G20 Summit, namely
the Brisbane Convention and Exhibition Centre. Professor Gerard Hastings, OBE will
open the conference with a thought provoking presentation on the need for
marketers to empower people to demand the changes needed to reduce damage to
themselves and their planet. Gerard is the first UK Professor of Social Marketing
and founder/director of the Institute for Social Marketing and Centre for Tobacco
Control Research, at Stirling and the Open University. Gerard researches the
applicability of marketing principles like consumer orientation, branding and strategic
planning to the solution of health and social problems. Gerard also conducts critical
marketing research into the impact of potentially damaging marketing, such as
alcohol, tobacco and fast food promotion.
Our Monday evening involves a welcome reception that will be hosted by the Shore
Restaurant and Bar at the centre of Brisbane’s premier culture and entertainment
precinct – South Bank. We would like to encourage you to explore the area
throughout your stay in Brisbane, try one of South Bank’s restaurants or enjoy an
early morning swim in Australia’s only inner-city, man-made beach. For the
Wednesday evening gala we will return to the Brisbane Convention and Exhibition
Centre to enjoy a dinner, drinks and live music.
We would like to thank the many individuals who willingly donated their time and
effort to assist in organising the ANZMAC 2014 Conference in Brisbane. Firstly, our
thanks go to all submitting authors who chose our annual conference as the way to
share their research and ideas with the ANZMAC community and the wider
community of marketing scholars. Without their continuous support we would never
be able to stage such a successful conference. Secondly, we would like to
acknowledge thirty Track Chairs who encouraged the submission of many papers
and helped with the review process. In particular, we would like to acknowledge the
many reviewers who gave up a considerable amount of time to review the papers
submitted to the conference. Their time and expertise were critical in developing the
conference program. Thirdly, we also would like to thank our local organising team,
and in particular Victoria Aldred from the ANZMAC Office and two ANZMAC 2014
Conference Administrative Assistants - Bo Pang and Francisco Crespo Casado - for
their assistance with many administrative tasks at various stages during the

conference organising process. They have been working tirelessly ten days a week.
Last but not least, all our sponsors deserve a special thank you for providing
additional support to make ANZMAC 2014 possible. The ANZMAC 2014 Conference
would have not been possible without their generous support.
We hope you will enjoy a stimulating and rewarding conference and experience all
the benefits of Brisbane’s early summer.
Professor Sharyn Rundle-Thiele, Dr Krzysztof Kubacki and Dr Denni Arli
Conference Co-Chairs

Track Chairs
Marketing
Communications
Dr Lisa Schuster,
Griffith University
Dr Kerri-Ann Kuhn,
QUT
Brands and
Brand
Management
Dr Daragh O’Reilly,
Sheffield University
Professor Anne-Marie Hede,
Victoria University
Consumer
Behaviour
Professor Elizabeth Parsons,
The University of Liverpool
Dr Benedetta Cappellini,
Royal Holloway, University of
London
Social
Marketing
Dr Marie-Louise Fry,
Griffith University
Professor Linda Brennan,
RMIT
Marketing
Education
Dr Angela Dobele,
RMIT
Professor Don Bacon,
Daniels College of Business

Market
Research
Professor Clive Boddy,
Middlesex University
Dr Joy Parkinson,
Griffith University
Retailing and
Sales
Dr Paul Ballantine,
University of Canterbury
Professor Andrew Parsons,
Auckland University of
Technology
International
Marketing
Dr Sussie Morrish,
University of Canterbury
Professor Andrew McAuley,
Southern Cross University
Services
Marketing
Dr Cheryl Leo,
Murdoch University
Professor Jill Sweeney,
University of Western Australia
Distribution
Dr Owen Wright,
Griffith University
Dr Anna Watson,
University of Hertfordshire

Digital
Marketing and
Social Media
Robin Croft,
University of Bedfordshire
Dr Dirk vom Lehn,
King’s College London
Industrial
Marketing
Greg Brush,
Dr Sharon Purchase,
Sustainable
Marketing
Associate Professor Angela
Paladino,
The University of Melbourne
Dr Jill Lei,
The University of Melbourne
Consumer
Culture Theory
Dr Jan Brace-Govan,
Monash University
Dr Lauren Gurrieri,
Swinburne University of
Technology
Food Marketing
Associate Professor Meredith
Lawley,
University of Sunshine Coast
Dr Dawn Birch,
Bournemouth University

Keynote Speaker
Moving Beyond Behaviour Change: a 21st Century
Agenda for Social Marketing
Professor Gerard Hastings, University of Stirling,
United Kingdom
Gerard Hastings is the first UK Professor of Social Marketing
and founder/director of the Institute for Social Marketing
(www.ism.stir.ac.uk) and Centre for Tobacco Control
Research (www.ctcr.stir.ac.uk) at Stirling and the Open
University. He researches the applicability of marketing
principles like consumer orientation, branding and strategic
planning to the solution of health and social problems. He also conducts critical
marketing research into the impact of potentially damaging marketing, such as
alcohol, tobacco and fast food promotion.

ANZMAC 2014 Conference Program Outline
MONDAY 1 DECEMBER 2014
Welcome and keynote address | Brisbane Convention and Exhibition Centre
7.30–8.45 am Conference Registration
Boulevard Auditorium
9.00–9.15 am Formal welcome
9.15–10.00 am Keynote speaker
Professor Gerard Hastings
Concurrent sessions | Griffith University South Bank campus
10.00–11.00 am Morning tea
S02, 7.07 / S06, 2.02 / Undercroft (between S02 and S05)—near Security
11.00 am–12.30
pm
Session 1
12.30–1.30 pm Lunch
1.30–3.00 pm Session 2
3.00–3.30 pm Afternoon tea
5.00–6.00 pm Session 4—Poster session ANZMAC AGM
S05, 2.04
6.00–8.00 pm Welcome cocktail function
The Shore Restaurant and Bar, Arbour View Cafes

TUESDAY 2 DECEMBER 2014
7.30–9.00 am ANZMAC Executive
Breakfast
S02, 7.16
9.00–10.30 am Session 5
11.00 am–12.30
pm
Session 6
12.03–1.30 pm Lunch
S02, 7.07 / S06, 2.02 / Undercroft (between S02
and S05)—near Security
AMJ Lunch
S07, 2.16 / 2.18
5.00 pm Free evening

WEDNESDAY 3 DECEMBER 2014
9.00–10.30 am Session 9
11.00 am–12.30
pm
Session 10
12.30–1.30 pm Lunch
S02, 7.07 / S06, 2.02 / Undercroft (between S02
and S05)—near Security
Institutional Members /
Heads of School Lunch
S07, 2.16 / 2.18
1.30–3.00 pm Session 11
3.30–5.00 pm Session 12
7.00–11.45 pm Gala dinner
Brisbane Convention and Exhibition Centre

Doctoral Colloquium Program Outline
SATURDAY 29 NOVEMBER 2014 Graduate Centre (S07)
8.00–9.00 am Registration and Greetings Foyer
9.00–9.15 am Welcome from the DC Co-chairs
Dr Denni Arli and Associate Professor Helene
Cherrier
Room 2.16–2.18
9.15–10.15 am An Opening Workshop— Advancing Your Early
Academic Career
Associate Professor Ekant Veer (University of
Canterbury)
Room 2.16–2.18
10.15–11.15 am Workshop 2— Life as an Academic, A Creative,
Sustained and Fun Adventure
Professor Russell Belk (York University)
Room 2.16–2.18
11.15–11.45 am Coffee break Graduate Centre (S07)
11.45 am–1.15 pm PhD Presentations (see Student presentation
schedule)
Room 2.16–2.19, 3.01, 3.03,
3.07
1.15–2.15 pm Lunch Graduate Centre (S07)
2.15–3.45 pm PhD Presentations (see Student presentation
schedule)
Room 2.16–2.19, 3.01, 3.03,
3.07
3.45–4.15 pm Coffee break Graduate Centre (S07)
4.15–5.15 pm Workshop 3
Professor Rebekah Russell-Bennett (QUT) and
Professor Sharyn Rundle-Thiele (Griffith)
Research: Dark Art or White Magic?
Room 2.16–2.18
5.15–5.30 pm Wrap Up
Professor Sharyn Rundle-Thiele
(President of ANZMAC)
Room 2.16–2.18
5.45–7.30 pm Doctoral Colloquium Dinner The Shore Restaurant and
Bar, Arbour View Cafes

SUNDAY 30 NOVEMBER 2014 Graduate Centre (S07)
8.30–9.00 am Continental Breakfast Graduate Centre (S07)
9.00–10.00 am Workshop 4— Finding Life, Leisure, and Pleasure in the
PhD Treadmill
Associate Professor Zeynep Arsel (Concordia
University)
Room 2.16–2.18
10.00–11.00 am Workshop 5— How to Publish from Your PhD and
Create a Research Pipeline
Professor Jill Sweeney (University of Western
Australia) and Associate Professor Tracey Danaher
(Monash University)
Room 2.16–2.18
11.00–11.30 am Coffee Break Graduate Centre (S07)
11.30 am–1.00 pm PhD Presentations (see Student presentation
schedule)
Room 2.16–2.19, 3.01, 3.03,
3.07
1.00–2.00 pm Lunch Graduate Centre (S07)
2.00–2.45 pm PhD Presentations (see Student presentation
schedule)
Room 2.16–2.19, 3.01, 3.03,
3.07
2.45–3.15 pm Coffee Break Graduate Centre (S07)
3.15–4.30 pm Workshop 6—Moving Forward, Q&A
Dr Zeynep Arsel (Concordia University) and
Professor Geoff Soutar (UWA)
Room 2.16–2.18
4.30–4.45 pm Closing
Dr Denni Arli and Associate Professor Helen
Cherrier
S07, Room 2.16–2.18

Doctoral Colloquium Program
SATURDAY 29 NOVEMBER 2014 Graduate Centre
(S07)
8.00–9.00
am
Registration and greetings Foyer
9.00–9.15
am
Welcome from the DC Co-chairs
Dr Denni Arli and Associate Professor Helene Cherrier
9.15–
10.15 am
Opening Workshop—Advancing Your Early Academic Career
Associate Professor Ekant Veer (University of Canterbury)
Room 2.16–2.18
10.15–
11.15 am
Workshop 2—Life as an Academic, A Creative, Sustained and Fun Adventure
Professor Russel Belk (York University)
Room 2.16–2.18
11.15–
11.45 am
Coffee break
11.45
am–1.15
pm
PhD Presentation
Room 2.16–
2.18
Room 2.17 Room 2.19 Room 3.01 Room 3.03 Room 3.07
11.45
am–12.30
pm
When are two
brands better
than one?
Investigating
the impact of
advertising
dual-brands on
correct
branding
Trust me, I’m
a (tele)doctor:
Service
provider’s
experiences of
healthcare
service
virtualisation
Branded
content—
Kindling the
brand
romance
The role of
emotions
toward luxury
brands in the
consumers’
responses to
brand
extensions
Advertising
appeals and
effectiveness
in social media
banner
advertising. A
cross-cultural
study of India,
Finland,
Sweden and
Vietnam.
New
perspectives on
democratisation
in the luxury
market: The
engagement of
consumers in
marketplace
meanings
Presenter:
Cathy
Nguyen
(UniSA)
Reviewer:
Professor
Mark Uncles
Professor
Russell Belk
Presenter:
Teegan
Green (UQ)
Reviewer:
Associate
Professor
Ekant Veer
Associate
Professor
Karen
Fernandez
Presenter:
Krahmalov,
Jacki (UWS)
Reviewer:
Associate
Professor
Zeynep Arsel
Associate
Professor
Helene
Cherrier
Presenter:
Naser
Pourazed
(Flinders)
Reviewer:
Professor Jill
Sweeney
(UWA)
Professor
Urlike
Gretzel (UQ)
Presenter:
Nguyen Han
(Vaasa)
Reviewer:
Dr Owen
Wilson
(Griffih)
Dr Dewi Tojib
(Monash)
Presenter:
Jamal Abarashi
(Otago)
Reviewer:
Professor Geoff
Soutar (UWA)
Associate
Professor
Liliana Bove
(UniMelb)

(S07)
12.30–
1.15 pm
Strategically
managing the
stories of
brands:
conceptualising,
managing and
measuring the
‘brand story’
concept
Exploring
consumer
behaviour in the
context of life-
threatening
illness
Conceptual
paper:
everyday
utopianism
and brand
connection
The role of
consumption
externalities in
consumer
decisions of
separated
services
Flirting with a
holiday
destination: a
study on the
process of
place bonding
with a focus
on emotions
and
experiences
The influence
of colour and
shape on
brand
identification
and meaning
Presenter:
Mohammed
Fakiha (RMIT)
Reviewer:
Professor Mark
Uncles
Professor
Russel Belk
Presenter:
Narjess
Abroun (RMIT)
Reviewer:
Associate
Professor
Ekant Veer
Associate
Professor
Karen
Fernandez
Presenter:
Rebecca
Dare
(UniMelb)
Reviewer:
Associate
Professor
Zeynep Arsel
Associate
Professor
Helene
Cherrier
Presenter:
Karen Kao
(Adelaide)
Reviewer:
Professor Jill
Sweeney
(UWA)
Professor
Urlike Gretzel
(UQ)
Presenter:
Shabnam
Seyedmehdi
(Otago)
Reviewer:
Dr Owen
Wright
(Griffith)
Dr Dewi
Tojib
(Monash)
Presenter:
Jinyoung
Choi (U of
Auckland)
Reviewer:
Professor
Geoff Soutar
(UWA)
Associate
Professor
Liliana Bove
(UniMelb)
1.15–2.15
pm
Lunch
2.15–3.45
pm
PhD Presentation 2
Room 2.16–
2.18
Room 2.17 Room 2.19 Room 3.01 Room 3.03 Room 3.07
2.15–3.00
pm
Human brands
emotional
attachment: the
key personality
characteristics
of strong human
brands.
The role of
memory in
consumer
choice: does it
differ for goods
and services
brands?
The
challenges of
positioning a
‘broad brand’:
an analysis of
TV
broadcasting
brand
positioning in
the digital age
The role of
psychographic
variables on
green
purchase
intentions for a
low
involvement
product
Study of
Chinese
‘consumption
face’
Integrating
green
consumption
dimension:
consumer
styles
inventory
(CSI) scale
refinement
and validation
Presenter:
Marcela
Moraes
(Murdoch)
Reviewer:
Dr Stanislav
Presenter:
Rachel Fuller
(Loughborough
University)
Reviewer:
Professor
Presenter:
Claudia
Gonzales
(UQ)
Reviewer:
Dr Lynda
Presenter:
Aysen
Coskun
(Nevsehir
Uni)
Reviewer:
Presenter:
Raymond Xia
(Otago)
Reviewer:
Dr Shelagh
Ferguson
Presenter:
Fred Musika
(Massey)
Reviewer:
Dr Juergen
Gnoth

Stakhovych
(Monash)
Professor Ian
Wilkinson
(USyd)
Hamen
Oppewal
(Monash)
Dr Cyntia
Webster
(Macquarie)
Andrews
(QUT)
Associate
Professor
Yelena
Tsarenko
(Monash)
Professor
Geoff Soutar
(UWA)
Dr Lara
Stocchi
(Lboro)
(Otago)
Dr Umar
Burki (HBV)
(Otago)
Dr Kaisa
Lund (LNU)

(S07)
3.00–3.45
pm
Consumers'
confidence in
competitive
positions:
antecedents
and effects on
segment
preferences
Evaluating the
impact of
sponsorships
on sponsors'
community
based brand
equity.
Impact of
service
recovery
methods to
Customer
loyalty: a
mediation of
service
recovery
satisfaction
(SATCOM)
Drivers
Mixing it up:
encouraging
Finnish
children to eat
fruit
Understanding
the relationships
among travel
motivation,
service quality,
perceived value,
customer
satisfaction and
behavioural
intentions in
ecotourism
Changing
littering
behaviour
among Saudi
Arabian
community A
social
marketing
approach.
Presenter:
Anne-Maree
O-Rourke
(UTS)
Reviewer:
Dr Stanislav
Stakhovych
(Monash)
Professor Ian
Wilkinson
(USyd)
Presenter:
Lenny Vance
(USC)
Reviewer:
Professor
Hamen
Oppewal
(Monash)
Dr Cyntia
Webster
(Macquarie)
Presenter:
Yeah Shan
Beh
(UniAuckl)
Reviewer:
Dr Lynda
Andrews
(QUT)
Associate
Professor
Yelena
Tsarenko
(Monash)
Presenter:
Ville Lahtinen
(Griffith)
Reviewer:
Professor
Geoff Soutar
(UWA)
Dr Lara
Stocchi
(Lboro)
Presenter:
Joowon Ban
(CQU)
Reviewer:
Dr Shelagh
Ferguson
(Otago)
Dr Umar Burki
(HBV)
Presenter:
Yara Almosa
(Griffith)
Reviewer:
Dr Juergen
Gnoth
(Otago)
Dr Kaisa
Lund (LNU)
3.45–4.15
pm
Coffee break
4.15–5.15
pm
Workshop 3—Research: Dark Art or White Magic?
Professor Rebekah Russell-Bennett; Professor Sharyn Rundle-Thiele
(Griffith)
Room 2.16–2.18
5.15–5.30
pm
Wrap Up
Professor Sharyn Rundle-Thiele (ANZMAC President)
Room 2.16–2.18
5.45–7.30
pm
Doctoral Colloquium Dinner The Shore
Restaurant and Bar,
Arbour View Cafes

SUNDAY 30 NOVEMBER 2014 Graduate Centre
(S07)
8.30–9.00
am
Continental breakfast
9.00–10.00
am
Workshop 4—Finding Life, Leisure, and Pleasure in the PhD Treadmill
Associate Professor Zeynep Arsel (Concordia University)
Room 2.16–2.18
10.00–
11.00 am
Workshop 5—How to Publish from Your PhD and Create a Research
Pipeline
Professor Jill Sweeney (University of Western Australia) and Associate
Professor Tracey Danaher (Monash University)
Room 2.16–2.18
11.00–
11.30 am
Coffee break
11.30–1.00
am
PhD Presentation 3
Room 2.16–2.18 Room 2.17 Room 2.19 Room 3.01 Room 3.03
11.30 am–
12.15 pm
The
conceptualisation
and measurement
of negative
engagement
Should Foreign
Brands Localise
Their Packaging?
A Comparison Of
Hedonic And
Utilitarian Products
Enabling
customer
insights through
learning based
on real-time
customer
analytics
The influence of
consumer
motivations on
eWOM
contribution: Do
individualist and
collectivist cultural
characteristics
matter?
Healthy Eating in
the Australian
Defence Force:
A Social
Marketing Study
Presenter:
Loic Li
(UniAuckland)
Reviewer:
Professor Jenni
Romaniuk (UniSA)
Dr Jimmy Wong
(Monash)
Presenter:
Khan, Huda
(UniSA
Reviewer:
Dr Liliana Bove
(Uni Melb)
Professor Geoff
Soutar (UWA)
Presenter:
Stefanie Kramer
(Deakin)
Reviewer:
Associate
Professor
Tracey Danaher
(Monash)
Presenter:
Saranya
Labsomboonsiri
(QUT)
Reviewer:
Professor Aron
O’Cass (UTas)
Professor Peter
Thirkell (VUW)
Presenter:
Carins, Julia
(Griffith)
Reviewer:
Dr Swetlana
Bogomolova
(UniSA)
Dr Stephen
Dann (ANU)
12.15–1.00
pm
Factors Impacting
Food Decision
Making Amongst
Consumers with
Special Dietary
Needs in the
Purchase of
Processed
Packaged Foods in
Supermarkets
The influence of
marketing
communications
on the evolution of
shopper behaviour
in both offline and
online retail
channels
The Antecedents
of Donor
Retention for
Non Profit
Organisations at
Tanzania
Education
Authority: An
Empirical
Analysis
The Effects of
Social Setting and
Portion Size on
Food
Consumption
Amount
On premise
alcohol
consumption: A
stakeholder
perspective in
social marketing

Presenter:
Elizabeth Andrews
(USQ)
Reviewer:
Professor Jenni
Romaniuk (UniSA)
Dr Jimmy Wong
(Monash)
Presenter:
Jason Pallant
(Monash)
Reviewer:
Dr Liliana Bove
(Uni Melb)
Professor Geoff
Soutar (UWA)
Presenter:
Michael
Mawondo
(Deakin)
Reviewer:
Associate
Professor
Tracey Danaher
(Monash)
Presenter:
Marcus Tan
(Bond)
Reviewer:
Professor Aron
O’Cass (UTas)
Professor Peter
Thirkell (VUW)
Presenter:
Nuray Buyucek
(Griffith)
Reviewer:
Dr Svetlana
Bogomolova
(UniSA)
Dr Stephen
Dann (ANU)

SUNDAY 30 NOVEMBER 2014 Graduate Centre
(S07)
1.00–2.00
pm
Lunch
2.00–2.45
pm
PhD Presentation 4
Room 2.16–2.18 Room 2.19 Room 3.01 Room 3.03
2.00–2.45
pm
Can nudging principles
encourage behaviours
associated with obesity
prevention?
Sensory Perception,
Attitudes and
Decisions: Haptics and
the Need for Touch
How Valence and
Arousal Affect
Unplanned Buying
Behaviour
Market Participation
and Market Mobility
of Smallholder
Farmers in a
Developing Economy
Presenter:
Amy Wilson (UniSA)
Reviewer:
Professor Janet Hoek
Dr Nadia Zainuddin
(UOW)
Presenter:
David Harris (CQU)
Reviewer:
Professor Peter
Danaher (Monash)
Dr Stephen Dann
(ANU)
Presenter:
Abedniya Abed
(Monash)
Reviewer:
Professor Andrew
Parsons (AUT)
Professor Jill
Sweeney (UWA)
Presenter:
Marcia Kwaramba
(Monash)
Reviewer:
Professor Ian
Wilkinson (USyd)
Dr Junzhao Ma
(Monash)
2.45–3.15
pm
Coffee break
3.15–4.30
pm
Workshop 6—Moving forward and Q&A
Dr Zeynep Arsel (Concordia University) and Professor Geoff Soutar
(UWA)
Room 2.16–2.18
4.30–4.45
pm
Closing
Dr Denni Arli and Associate Professor Helene Cherrier
Room 2.16–2.18

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Alcohol Promotion via Mobile Phone Apps: Gaps in Impact Evaluation and Regulatory
Coverage
Lynne Eagle*, James Cook University, lynne.eagle@jcu.edu.au
Stephan Dahl, University of Hull, s.dahl@hull.ac.uk
David R. Low, James Cook University, daviv.low@jcu.edu.au
Tracey Mahoney, James Cook University, tracey.mahony@jcu.edu.au
Abstract
This paper reviews alcohol mobile phone applications (“apps”) which carry alcohol
promotional material. It reviews literature relevant to alcohol advertising in social
media, particularly on the youth market, and the efficacy of current regulatory activity.
The paper identifies a large number of free pro-alcohol apps as well as weaknesses in
current legislation restricting alcohol promotion and questions the ethical stance of
organizations such as Google and Apple in providing access platforms. The paper
concludes with recommendations for further research into the actual impact of apps and
other forms of social and user generated content activity.
Keywords: alcohol promotion, phone apps, mobile marketing, regulatory effectiveness,
business ethics.
Track: Marketing Communications
Introduction
Alcohol is not only the “drug of choice” among young people (Mart, 2011, p. 889), it is also
integrated into social life (Wettlaufer et al., 2012). Alcohol misuse accounts for
approximately 2.5 million deaths worldwide per year, including over 300,000 young people
between 15 and 29 years of age (World Health Organisation, 2010). It also contributes 4.5%
of total measured disability-adjusted life years, higher than tobacco at 3.7% and illicit drugs at
0.9% (Donovan, Fielder, & Jalleh, 2011);. Alcohol misuse imposes significant costs on
society through factors such as reduced workplace productivity and the impact of alcohol-
fuelled violence (Manning, Smith, & Mazerolle, 2013).
This paper reviews the extant literature on the impact of excess alcohol consumption, focuses
on alcohol advertising via mobile phone applications and the efficacy of current regulatory
activity, and reviews the theoretical concepts used to explain young people’s involvement
with alcohol promotional activity, particularly in social media. .
We focus on alcohol-related mobile phone applications (“apps”) as they (“apps”have received
very little attention relative to other electronic platforms such as Facebook (see, for example,
Fournier & Clarke, 2011) in spite of high penetration. Smartphone penetration is high in most
developed countries: 65% in Australia, 62% in the UK – higher than the USA at 56% with all
three countries expected to achieve approximately 80% penetration by 2017 (Google / Ipsos
Media CT, 2013). Ownership of mobile phones among teenagers is estimated at more than 75%
(O'Keeffe & Clarke-Pearson, 2011). We have been unable to locate any studies that
investigate the nature of alcohol-related phone apps.
Adverse Effects of Alcohol

Alcohol is recognised as the third leading cause of preventable and premature disease and
disability globally (Coltart & Gilmore, 2012). Alcohol is causally linked to cancer,
cardiovascular disease, liver disease, diabetes and several other serious diseases (Parry, Patra
& Rehm, 2011) as well as injury, communicable diseases such as HIV and TB (Parry, Patra &
Rehm, 2009). Young people are claimed to be particularly vulnerable to the harmful effects
of excess alcohol consumption (Anderson, Chisholm, & Fuhr, 2009). Heavy alcohol
consumption during adolescence can permanently impair brain development; there is also an
association between drinking levels within this age group and road traffic accidents,
depression, suicide and a range of sexually transmitted diseases (Anderson, 2009).
In 2010 the direct costs for Australia alone were estimated as being in excess of AU$14.35
billion per annum (Manning, et al., 2013), with a further AU$6.807 in indirect costs from the
negative impacts of another person’s drinking (Lazlett et al., 2010). Against this is should be
balanced the tax revenue of AU$7.075 billion in 2010 (Manning, et al., 2013), of which over
AU$100 million is estimated to be derived from under-age drinkers (Donovan, et al., 2011),
this equates to AU$430 per person (Doran et al., 2009).
Alcohol and Marketing
The alcohol industry is estimated to have spent more than over AU$125 million in Australia
alone in 2007 on traditional media advertising, with two or three times that amount estimated
to be spent on sponsorship and point of sale (Australian Chronic Disease Prevention Alliance,
undated). The amount invested in various digital technologies such as mobile phones, online
video channels, interactive games, and social networks such as Facebook and Twitter is
unknown.
Alcohol advertising shapes attitudes and behaviours, normalizing and encouraging drinking
and potentially in unsafe amounts (Dobson, 2010; Parry, Burnhams, & London, 2012;
Pettigrew et al., 2012). Significant associations have been found between involvement with
alcohol marketing and both current drinking behaviours and future drinking intentions and
between movie alcohol use exposure and binge drinking (Gordon et al., 2011; Hanewinkel et
al., 2012). .
Engaging with web-based alcohol marketing is claimed to increase the odds of being a drinker
by 98%; engagement with traditional marketing forms increases the odds by 51% (Lin et al.,
2012). It is claimed that social networks contribute to pro-alcohol environments and thus
encourage drinking as they blur brand-specific promotional activity and user-generated
content to integrate real-world and on-line activity and both normalize and promote drinking
occasions (McCreanor et al., 2013).
Self-identity is important to adolescents and young adults and alcohol is a key component of
identity exploration (Ridout, Campbell, & Ellis, 2012) and friendship practice in western
society (Niland et al., 2013). Adolescents and young adults frequently display alcohol content
or references on social networking sites in order to appear ‘cool’ (Moreno et al., 2009) or to
create a distinct identity for themselves (Sashittal, Sriramachandramurthy, & Hodis, 2012).
The potential for the creation of ‘intoxigenic social identities’ (Griffiths & Casswell, 2010, p.
525) gives rise to concern, as do claims that the alcohol industry leverages off self-identity
formation to normalize daily alcohol consumption (Nicholls, 2012). This is of particular
concern given reports of children lying about their ages in order to be able to access social
media services (O'Keeffe & Clarke-Pearson, 2011).

Effective Regulations?
In many countries, including Australia and the UK, the regulatory systems are based on
industry self-regulation, practices which have been criticised as ineffective (Jones & Gordon,
2013). A challenge to effective regulation of 21st
century marketing activity is the global
nature of Internet-based promotional activity and the lack of consistent regulation across
countries. For example, the UK has specific regulations relating to product placement, but
Australia does not. On-line images, including Facebook and YouTube content promoting
excessive drinking have been deemed irresponsible in the UK, as have images that appear to
feature people under the age of 25 (see, for example, Hi Spirits (January 2013), Aston Manor
Brewery (June 2012), Cell Drinks, (August 2011), (Advertising Standards Authority, 2013).
A landmark ruling was made by the Australian Advertising Standards Bureau in September
2012 that “(i) a brand’s Facebook page is a marketing communication tool, and (ii) all
contents on the page fall under the industry’s self-regulatory code of ethics, including
consumer-created content such as user-generated comments and photos” (Brodmerkel &
Carah, 2013). This is particularly significant given that engagement with, and reproduction
and dissemination of alcohol marketing messages is seen as social desirable by young people
(Ridout, et al., 2012).
Perceived drinking behaviour and approval of drinking are strong predictors of how much
college students drink (Fournier & Clarke, 2011) even though perceived normative behaviour
may be inaccurate, However, perceived social norms regarding desirable behaviours will
outweigh education and information-based interventions which have been found to be
ineffective in reducing alcohol-related harm (Anderson, et al., 2009). Attempts to alter social
norms will be countered by the pro-consumption messages of the alcohol industry (Pettigrew,
et al., 2012).
While marketing communication is only one of a multitude of influences on alcohol use, with
parental and peer influences also impacting on decisions (Kinard & Webster, 2010), partial or
complete bans on alcohol advertising have been estimated to yield benefits of at least
AU$2.45 billion and AU$3.86 billion respectively in Australia alone (Collins & Lapsley,
2008). Recent proposals to ban all alcohol advertising in South Africa (Jernigan, 2013) will
no doubt be followed with interest.
Some writers stress the difficulties of effective enforcement of bans (Nicholls, 2012) due to a
lack of a precise definition of what constitutes advertising or marketing communication.
There are frequent references to alcohol consumption in popular music (Primack, Nuzzo, Rice,
& Sargent, 2012), a study of popular movies found alcohol content in 83%, including 36% of
G/PG-rated movies (Dal Cin, Worth, Dalton, & Sargent, 2008), although this study does not
report on whether responsible or irresponsive drinking was portrayed. Similarly, 75% of top
rating US TV shows featured alcohol use (J. D. Brown & Bobkowski, 2011). While
advertising in children’s programmes is not permitted, approximately half of alcohol
television advertisements appear during times when children are likely to be watching
(Pettigrew, et al., 2012).
Research Objectives and Methodology
To assess the quantity and nature of apps-based activity and to analyze for potential effects
against the fragmented extant literature. A multi-phase research project was undertaken

whereby a search was conducted of Android and Apple mobile phone Apps using the search
terms ‘alcohol’, ‘drinking’, ‘drunk’, ‘alcoholic’, and ‘alco*’. Both sites were used as iPhone
users represent only ¼ of Smart Phone users and tend to be from upper socio-economic
groups (Abroms et al., 2011).
Analysis
A total of 282 apps were identified, with far more Android-based apps (215) than there are
iPhone apps (67). The Apps were then coded into free (241: 85%) versus paid apps (41: 15%),
and pro-consumption or anti-consumption/drinking moderation. The large amount of pro-
consumption content is a concern with 221 (78%) of the 282 apps categorized as pro-alcohol
consumption. Significantly, when design principles were examined 37% of the pro-alcohol
apps were designed to reinforce positive behavior towards alcohol consumption and 55% to
enable users to track their own desired behavior.
Constraints including the request for age verification, questioning to ensure age correctness
and ratings warnings as to App content were examined. There were no protective content
age-restricted security measures observed in the sample for either Android or Apple Apps.
All of the cited theories are descriptive – none provide evidence of analytical or predictive
application; nor specify the relationships between variables, and only three provide domain
limitations in which the theory has been used. There is an urgent need to critically review and
refine the theoretical foundations of research in the area.
Table 1: Design Principles (based on Andrew, Borriello, Fogarty, 2007)
Persuasive
Strategy
Description Anti-
drinking
n = 61
Pro-
drinking
n = 221
No. % No. %
Reduction Making a complex task simpler 13 21 8 4
Tunnelling Guided persuasion; giving control
over to an expert
10 16 5 2
Tailoring Customization; providing more
relevant information to individuals
11 18 16 7
Suggestion Intervene at the right time with a
compelling suggestion
11 18 5 2
Self-
monitoring
Automatically tracking desired
behaviour
19 31 121 55
Surveillance Observing one’s behaviour publicly 0 0 1 1
Conditioning Reinforcing target behaviour 19 31 82 37
Total
Strategies
83 238
Note: columns sum to more than 100% due to use of multiple strategies
The design of electronic games is known to impact on their success, however there is no
universal formula for success. We therefore conducted a comparison of the two sets of apps to
provide insights into how the latter may be strengthened. Using the Persasive Strategy
Framework originally developed by Andrew, Borriello, Fogarty (2007) for persuasive gaming,
we coded all apps (results see table 1). It appears that anti-alcohol apps employ a wider
variety of persuasive strategies; however, we noted 37% of the pro-alcohol apps were

designed to reinforce positive behavior towards alcohol consumption and 55% to enable users
to track their own desired behaviour (i.e. consumption). In the pro-alcohol sample were Apps
which appear to be targeted at specific groups including the diet and health conscious markets.
For example, “Drink Thin” promotes drinking an alcohol only diet as a weight loss measure,
“VegeTippie Free” which provides an alcoholic database for vegetarian drinkers. Anti-alcohol
Apps varied in their approach between promoting abstinence, moderation or drinking and as
with “T1DFriendAlcohol”, providing safe drinking information to enable Type 1 Diabetes
suffers to consume alcohol by taking recommended precautions. Pro-alcohol Apps promoted
the heavy consumption of alcohol in Apps like “Let’s get WASTED! Drinking Game” that
provides users with an unusual mix of encouraging intoxication and using the traditional
alcohol calculator and Breath Analysing features to compete with friends for the highest
alcohol readings. Apps were found that have specific appeal for the youth market including
“Campus Beer Run” and the “Drunk College Sorority Girls & Frat Boy Party Edition”,
combining alcohol sex and fighting into the gaming features.
The use of these strategies would appear to be in breach of the spirit of existing regulations.
Given the anti-alcohol or drinking moderation apps use far fewer design principles than the
pro-alcohol apps do, the relative effectiveness of the two sets of apps warrants exploration,
with the possibility that the anti-alcohol / alcohol moderation-related apps could benefit from
using the types of persuasive strategies that are currently used by the pro-alcohol apps.
Conclusion
The proportion of pro-alcohol apps and the extent to which they appear to use techniques to
reinforce alcohol consumption is concerning. In the context of behaviour change, a key
criticism is that interventions are often ‘inspired’ by theory rather than being used to specify
“the critical techniques or procedures responsible for behaviour change”(Michie & Abraham,
2004, p. 30). A comprehensive understanding of these factors is, we believe, essential in the
future design and implementations of any interventions aimed at combatting alcohol
promotional activity. As Eagle et al. (2013) obtained similar findings with regards to tobacco
apps and little is known about the actual impact of apps overall, , research is needed into the
effects of these types of apps to enable predictions of their impact and to guide any future
regulatory provisions.
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Are women winning? An Exploratory study Using Content Analysis to examine the
representation of Females in Sports Advertising in Australian Sports Magazines
Donna Gallagher, RMIT University, donna.gallagher@sensis.com.au
Foula Kopanidis*, RMIT University, foula.kopanidis@rmit.edu.au
Michael Shaw, RMIT University, michael.shaw@rmit.edu.au
Abstract
This paper presents an exploratory study investigating the role portrayal of women in
sports advertisements in sporting magazines published in Australia. Content analysis of
gender, activity, connotation, camera angle, product advertised, sport category and
clothing worn was conducted on 267 advertisements. Results showed that females
featured significantly less often than males, were more often posed than active, were
represented in images taken by a straight on camera angle, shown participating more in
individual sports, sexy clothing was most common in sporting attire, and were less likely
to be promoting sporting products. The findings of this study are important to
marketers looking to develop advertising towards attracting the consumption behavior
of a growing segment of Australian women who actively participate in sport.
Understanding that positive representation of female participation in sports via
affirmative advertising endorsement and vicarious role models can influence
consumption decisions also has relevant implications for advertising practitioners.
Keywords: females representation, Australian, sports, advertising, content analysis
1.0 Introduction
Much of the published work into the portrayal of sportswomen in the media has been
conducted in the United States, while some studies have concentrated on editorial content of
sports magazines, (Hardin, Lynn & Walsdorf , 2006; Cuneen et al., 2007) most have analysed
magazine advertisements (Grau, Roselli & Taylor, 2007). Although there have been studies
conducted in Australia into the role portrayal of women in advertising, notably (Milner &
Higgs 2004; Harker, Harker & Svenson, 2005), at this time there has been very limited
marketing-specific, Australian based research into the role portrayal of women in sports
advertising specifically in Australian sports magazines. This research aims to provide an
Australian perspective on the nature of the role portrayal of women in sports advertisements
and whether it is representative of women’s growing participation in physical activity.
Advertisements were analysed for level of activity, connotation, camera angle, type of sport,
type of product, category of sport and clothing worn (Lynn et al., 2004)(see Table 1 for
definitions).
It is suggested that the consumption behavior a consumer engages in reflects some
consistency with their gender identity. Gender-role stereotypes and the way women in
particular are portrayed in advertising is a topic that has occupied researchers for decades,
(Lyonski, 1985; Michell & Taylor, 1989; Milner & Higgs, 2004). This type of stereotyping as
an advertising strategy attempts to pull together shared experiences common and appealing to
that particular gender (Fugate & Phillips, 2010). Furthermore, women are more likely to
develop positive attitudes and purchase intentions towards an event that is endorsed by a
female athlete who is perceived as an expert (Fink, Cunningham & Kensicki, 2004).
Sport participation in Australian has grown in recent years with at least 65% of the
Australian population of those aged 15 years and over reporting participation in sport and

physical recreation in 2011–2013. In general, males had only slightly higher participation
rates than females (66% and 64% respectively). Similarly, participation rates in organised
activities were almost equal for males and females (28% and 27% respectively) but were
marginally higher for males (54%) than females (51%) in non-organised activities, (ABS
2013).The popularity of women’s sport and the increasing number of female sport consumers
has led to consistent growth in terms of both participators and observers in an underestimated
consumer segment in the sports market (Dix, Phau & Pougnet, 2010). Furthermore, the global
sports apparel market which includes women’s activewear is set to grow to $178 billion by
2019, resulting in the growing attractiveness of the sports market (Sherman, 2014).
2.0 Literature Review
Advertising not only reflects the attitude of a society but it may also play a pivotal role in
shaping it. Images can be very powerful at attracting attention and may often deliver most of
the impact for the message conveyed by an advertisement, (Kang, 1997). However,
advertisements do more than just remind, persuade or inform adults. Images and the messages
they convey also influence the way in which children perceive the world. If gender identity is
a learned way of behaving in a society then ‘gender appropriate behaviour is also a learned
behaviour’ (Mayne, 2000, p. 57). If children are being exposed to images that portray women
in a stereotypical way, then these messages that they see daily renew and strengthen the
views that a child has of the way in which adults behave (Mayne, 2000). Mass media has long
been recognised for the role that it plays in shaping opinion and framing attitudes (George,
Hartley & Paris, 2001). Advertising that portrays the roles of males and females in
stereotypical portrayals may be inadvertently reinforcing very skewed roles and behaviours
(Lynn et al., 2002).
Research into the roles portrayed by women in general interest and women’s magazine or
television advertisements, (Lyonski 1985; Michell & Taylor 1989; Ford, LaTour &
Lundstrom 1991) explores stereotypes identified in the early seventies by pioneering gender
based researchers (Courtney & Lockertz, 1991) which found that women in advertising were
depicted in stereotypical roles according to four basic categories:
(1) women are dependent and need men’s protection
(2) the women’s proper place is in the home;
(3) women are regarded as sex objects by men; and
(4) women do not make important decisions.
Although fewer studies have been conducted on the way women are portrayed in sports
related advertising and the content of magazine articles, (Grau, Roselli & Taylor, 2007;
Cuneen et al., 2007), many of the gender portrayal stereotypes identified in other studies of
advertising are also reflected here.
Despite the finding that women are approaching the number of men in both the United
States and Australia (ERASS 2010) women athletes appear to be treated in quite a traditional
and stereotypic way (Leath & Lumpkin, 1992). In many cases women are shown statically
posed rather than actually partaking in activity. Results by Cuneen et al., (2007) showed that
81% of advertisements featured women in passive poses compared to only 19% in active
poses. An outcome that complements those of the Leath and Lumpkin (1992) study which
found ‘females pictured on the cover of Women’s Sport and Fitness magazine would probably
be posed, rather than displaying their athletic prowess’ (1992, p. 125). Similarly, other studies
showed ‘there was a tendency for newspapers to print more active photographs of male
athletes than of female athletes’ (George, Hartley & Paris 2001, p.96).

3.0 Methodology
A total of 24 magazines published in Australia were chosen through judgmental sampling
from a possible 1100 magazine titles available through retail outlets. From this sample pool,
267 advertisements were collected for analysis. Magazines were chosen because they ‘provide
high quality, enduring images and a strong visual impression of the models in their
advertising’, (Wiles, Wiles & Tjernlund 1995, p. 41). The 267 advertisements were
segmented by sports magazine category; 10% (26) cycling, 17% (46) general, 11% (29) golf,
16% (43) running, 5% (14) men’s health, 2% (6) motor sports, 23 % (61) mountain biking, 2%
(6) tennis, 11 % (29) triathlon and 3% (7) women’s health. Of the 267 ads 185 contained
images of males, 52 of females and 30 with images of both males and females formed the
basis for content analysis. As a systematic and quantitative discovery of message content that
is useful for analysing print material because its technique yields replicable and valid
inferences (Krippendorff, 2003). It has been widely used for interpreting the content of
messages sports advertising and in the portrayal of women in sport advertising in assessing
photographic content (Grau Roselli & Taylor 2007; Hardin, Lynn & Walsdorf 2006; Lynn et
al., 2002). As a widely used research methods in gender role portrayal research, this
methodology that not only explores images but also the latest meanings embedded in the
verbal messages (Zhang, Srisupandit & Cartwright, 2009).
To ensure unbiased data collection all advertisements that met the following criteria were
included in the sample (Cuneen et al 2007; Hardin, Lynn & Walsdorf, 2006).
 Advertisements had to be at least half page in size (horizontal or vertical), full and
double page advertisements were also included
 Duplicate advertisements featured in different magazines were also included in the
sample
 Advertisements have to feature at least one human, advertisements containing both
male and female subjects were included
 Advertisements had to be of a sports related nature, for example sports clothing,
footwear, equipment, vitamin supplements, sports events
To effectively analyse the content of advertisements, a variety of units of analysis were used.
These included gender; level of activity; connotation; camera angle; type of sport; type of
product; sport category; clothing worn Similar units of analysis have been used in previous
studies. Grau, Roselli & Taylor (2007) questioned the product endorsed, type of sport and
type of dress. Cuneen et al (2007) explored the pose, connotation and camera angle, whilst
Hardin, Lynn & Walsdorf (2006) used variables including, sport type and sport category. In
studying cover images of women’s sports and fitness magazines, Leath and Lumpkin (1992)
investigated level of activity’. Interjudge reliability was 97.32 per cent (57 errors) which is
above the ‘85 per cent suggesting a satisfactory level of interjudge reliability’ (Kassarjian,
1977). Each incorrect datum was reviewed and in the case where no clear decision made by
the three assigned independent coders according to the definition of the unit of analysis,
researcher discretion determined the outcome.
4.0 Findings
To examine the role portrayal of women in sports advertisements in Australian sporting
magazines 267 advertisements were analysed using descriptive and content analysis.
Descriptive results showed women featured less often than males (19% female to 69% male
and 11% images of both) in sports advertising. Female subjects were more often posed

(stationary or standing) than actively engaged with the sport activity (58% to 41%) than male
sportsmen. In terms of depicting physical capability, males were usually shown in a strong
connotation (73% to 36%) undertone suggesting competence, physical dominance or power.
Camera angles showed 6% of images were taken from an upper plane (above), 9% were from
a lower plane (below) and 85% where the subject and photographer were on the same plane
(straight). Results for camera angle straight were similar for both males and females (84% to
88%) respectively.
In term of type of sport and category results indicated 59% of males were represented
in an individual sport with 11% depicted in team sports. Of the female sample, women were
represented in 85% individual and 2% team sport. Females were more prevalent in sporting
advertisements for sporting clothing (23% to 15%) than males. The female sample showed
equipment advertised in 27% and footwear in 27 % and other products in 23% of ads. Results
were similar for males with equipment (41.62%) and other (33%) but clothing (15%) and
footwear (10%) were lower. Almost 60 % of subjects wore clothing that partially exposed the
body but was considered appropriate for the sport such as a running shorts and singlet, 29%
depicted conservative clothing suited to sport e.g. tracksuit, a further 2% of images were nude
and 7% showed workout attire that was considered sexy such as two piece bathing suits.
Results for the females showed a significantly more females were considered to be wearing
sexy attire than males (21% to 3%). Four categories of the type products were investigated;
footwear, clothing, equipment and other which included products such as sporting events,
sports drinks and vitamin supplements. A series of hypotheses were posed prior to this (see
Table 1).
Table 1
Gender Males are featured more
than females in sports
advertisements in
Australian sports
magazines
2
(1, N = 267) = 3.829, p
<0.05
Level of Activity Females are more likely
to be shown posed rather
than active than males
2
(1, N = 267) = 3.235 p <0.05
Connotation Females are more likely to
be shown as less
physically capable than
males
2
(1, N = 267) = 8.316, p
<0.05
Camera Angle Females were more likely
to be photographed from a
level plane than males.
2
(1, N = 267) = 20.34, p
<0.05
Type of product advertised Females are more likely to
be promoting non-sporting
products (clothing,
footwear, and sporting
equipment) than males.
2
(1, N = 267) = 21.06 p >
0.05
Type of sport and category Females are more likely to
feature in an individual
sport more often than a
team sport then males
2
(1, N = 267) = 111.8 p <
0.05
Clothing worn Females will be more
likely to be dressed sexily
more often than males in
2
(1, N = 267) =0.803 p <
0.05

sports magazine
advertisements
5.0 Discussion and contributions
The results of this study suggest that women are not represented in sport advertisements in
sporting magazines to the same level of frequency as their male counterparts. Significant
differences were found across the units of analysis of gender, level of activity, connotation
camera angle, type of sport, category of sport and clothing worn. The unit of analysis of “type
of product” was the only non-significant finding. A lack of equal representation concurs with
other studies conducted in the field of sports advertising (Grau, Roselli & Taylor 2007;
George, Hartley & Paris 2001; Lynn et al., 2002). However since advertising as part of
marketing communication is considered to reflect the attitudes of society (Kang, 1997), it is
concerning that results of this study are similar to those conducted nearly twenty years ago by
Leath and Lumpkin (1992).
There are however, some positive signs that the role portrayal of women in sports
advertising context is changing and it seems that Australian sporting magazines are starting to
reflect this trend. There are indications that the gap in the frequency of appearance between
males and females in sports advertisements may actually be shortening. Lynn at al., (2002)
found that males outnumbered females at a ratio of 5:1 but concluded that this was an
improvement on the 9:1 ratio found in a similar study (Cuneen & Sidwell, 1998). At a ratio of
3.5:1, results of this study has shown a marked increase in the frequency ratio with more than
a 100 per cent increase over ten years. If these frequency trends continue, the number of
advertisements featuring women may be equivalent to those featuring males and importantly
represent women’s growing participation in physical activity in Australia. However although
there are signs that women are appearing more frequently in sports advertising, stereotypes
continue to exist in the ways they are being portrayed in images, particularly in relation to
demonstrating their sporting prowess and activity patterns.
Research has indicated that gender representation in media can affect people’s
attitudes and behaviours (e.g Zhang et al., 2009; MacKay and Covell, 1997). By reflecting
certain roles for men and women, advertising reinforces beliefs that those roles are ‘proper’,
‘best’ or ‘natural’ (Hawkins and Coney, 1976). In this capacity, advertising can anticipate and
reflect social and cultural changes that advance the empowerment of each gender. The
findings of this study have important implications for editorial, advertising and marketing
policy. First, the continuing encouragement of female participation in sport via positive
representation as an active participant rather than static portrayal as a passive object creates
affirmative advertising endorsement and vicarious role models to other women. Secondly
such representation of females in media may translate to social and health benefits at both an
individual and cohort level for Australian women. Lastly, this paper has highlighted the
dearth of current research dealing with the portrayal of sportswomen in an era where
representation of gender is constantly changing.
6.0 References list
Australian Bureau of Statistics (ABS) Participation in Sport and Physical Recreation,
Australia, 2011-12 (cat. no. 4177.0)

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Cuneen, J. & Sidwell, M.J. (1998), Gender portrayals in Sports Illustrated for Kids
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Contemporary American Society, Journal of the Academy of Marketing Science, 4(1)
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Feature Articles of Women’s Sports and Fitness Magazine, 1975-1989, Journal of Sport
& Social Issues, 16 (2), 121-126.
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and Gender Images in Sports Illustrated for Kids, Women in Sports & Physical Activity
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Advertising Over Time: The Australian Experience, Journal of Current Issues and
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Modelling the Drivers of Attention to Advertising: the Case of Online Magazines
Kaye Chan*, UNSW Business School, UNSW Australia, kaye.chan@unsw.edu.au
Mark Uncles, UNSW Business School, UNSW Australia, m.uncles@unsw.edu.au
Abstract
A perennial challenge for advertisers is how to gain the attention of consumers. This
study investigates in-media drivers of attention to advertising (namely, the impact on
advertising attention of duration, breadth, variety and frequency of media usage).
Analysis of a 6-month online magazine subscriber dataset shows that variety of media
usage is a more important driver of attention to advertising than the number of times an
issue is viewed or the proportion of pages of an issue that are viewed. Results provide
publishers and editors with insight into approaches that can be used to further increase
their users’ attention to advertising within an online magazine.
Keywords: attention to advertising, online magazines, clickstream data, GLMM
Introduction
Capturing and keeping the attention of consumers is a major challenge for advertisers;
consumers confront an increasing volume of environmental stimuli, they face a world of
media clutter, and multi-task using a plethora of technological touch points. And yet in this
complex and cluttered environment advertisers need to get their radio ad heard, their
magazine ad read and their billboard seen by their target audiences.
Attention is the awareness and processing of information from our surrounding environment;
it is crucially important as a measure of advertising effectiveness, alongside other measures of
the way consumers assess brand communications. Greater attention is measured in terms of
time spent looking at the advertisement, which has been shown to give rise to improved
attitudes to advertising, higher purchase intentions, and stronger sales effects (Goodrich, 2011;
Milosavljevic, 2007; Zhang et al., 2009). Specifically, duration of exposure to advertising is
an appropriate measure of advertising effectiveness and the principle of assessing duration is
well established for media vehicles such as television (Danaher, Mullarkey & Essegaier,
2003).
In this paper our focus is online media, where attention to advertising is a key issue in
determining advertising effectiveness (Ha, 2008).We carry across from studies of other media
the notion that duration of exposure is an appropriate measure of effectiveness and note it can
be operationalised as gaze duration, from eye-tracking, or page duration, from websites. Here
we concentrate on page duration as the dependent variable, driven by in-media consumption
behaviour. Drivers that have been examined in both information systems and marketing to
understand consumption behaviour include usage frequency, usage variety and usage extent
(Jamalzadeh, 2011; Page & Uncles, 2014). For instance, is attention to the adverts appearing
in National Geographic or Forbes driven by the frequency with which subscribers read
different issues of the magazine and/or by the variety of sections in these magazines that a
subscriber reads? By answering questions such as this, advertisers and publishers can evaluate
whether different subscriber in-media usage characteristics affect attention to advertising and
gain insights into the characteristics, such as driving increase variety of use or frequency of
use, which could be encouraged to enhance attention to advertising whilst reading a magazine.

Drivers of Attention to Advertising
Attention to advertising (AA) is defined as the duration of exposure to a webpage (page
duration), as measured with data collected from the behavioural log file of the website
(clickstream). The exposure duration metric has been used in a number of studies
investigating website browsing behaviour (Bucklin & Sismeiro, 2003; Danaher, Mullarkey &
Essegaier, 2006) and practitioners see it an important metric for the evaluation of website
performance. Duration is a widely used measure of website performance by commercial
providers, including Media Metrix and ACNeilson’s Netratings.
Literature on web usage and audience use metrics in multiple domains (including information
systems, media, consumer and communication) shows there are three dimensions of online
consumption: frequency, variety, and extent of use (with the latter comprising duration and
breadth) (Page and Uncles, 2014). This provides a framework to develop propositions.
Usage frequency (UF) is the number of visits a subscriber has with a magazine issue or
sessions with a website or e-book during a specified time period. UF is a common metric in
marketing studies and its role has been investigated in customer retention (e.g., Fader, Hardie,
& Lee, 2005); as a criterion for segmentation (e.g., Chatterjee et al., 2003); and modelled in
online shopping behaviour (Naseri & Elliott, 2011) and mobile phone marketing (Yang &
Zhou, 2011). Chatterjee et al. (2003) demonstrated that increases in usage frequency lead to
longer visits and greater exposure to passive adverts. We therefore propose:
P1: In-Media Usage Frequency is positively related to AA (exposure duration).
Usage Variety (UV) is defined as the number of different sections a subscriber uses of a
magazine issue. Usage Variety has been investigated in online information behaviour
literature (Zhang & Zhang, 2013; Huang et al., 2007). Advertising is typically spread through
magazines, newspapers and digital television, with a higher density at the beginning and end
of sections. We therefore propose:
P2: In-Media Usage Variety is positively related to AA (exposure duration).
Usage Extent (UE) can be further classified as Usage Duration and Usage Breadth. Usage
Duration (UD) is the total attention given to a magazine, website or e-book during a specified
time period. Danaher, Mullarkey and Essegaier (2003) demonstrated that longer duration of
attention to an ad led to greater recall and recognition of advertising. We therefore propose:
P3: In-Media Usage Duration is positively related to AA (exposure duration).
Usage Breadth (UB) is the proportion of a magazine, website or e-book consumed during a
specified time period. The overall amount consumed is a basis for setting usage fees of e-
reader subscribers of books such as Scribd and Oyster, where subscribers pay depending on
the amount of the book that is read (Streetfield, 2013). Petric, Basal and Gopal (2013) stated
that the more of a magazine that is read the greater the opportunity to see advertising (OTSA).
Assuming OTSA leads to attention, we propose:
P4: In-Media Usage Breadth is positively related to AA (exposure duration).

All variables are investigated collectively (taking into account positive and negative
relationships of UF, UV, UD, and UB to AA) in a multivariate analysis. This determines the
relative weight of importance of each variable on attention to advertising.
Data and Measurement
Data on in-media behaviour is captured automatically on websites, online magazines, and e-
readers in the online environment. In our study, clickstream data files for a weekly online
magazine were made available by a leading publisher of online newspapers and magazines.
Data for a six-month period, covering 19 issues of the magazine, for all subscriber1
activity
were provided from a client-side log file. The files capture all activities including page-views
and page-view durations for subscribers to the magazine site.
The subscription nature of the dataset requires a user to log-in to the digital magazine site, and
therefore subscriber identifications can be matched to media consumption on the site. The
dataset contains information from 58,476 subscribers who accessed a cumulative total of over
176,000 issues of the magazine. Due to privacy and confidentiality concerns, demographic
information is not available. Variables are summarised in Table 1.
Table 1: Variable Name and Description
Variable Name Description Measure
Dependent Variable
Advertising
Attention
Average attention to
advertising in a magazine
issue
Seconds spent in each issue viewing ad
pages/total number of ad pages viewed
in issue
Independent Variables
Usage
Frequency
Number of times issue is
accessed
Number of times issue accessed in 19
weeks
Usage Variety Number of unique sections
viewed in issue
Proportion of sections in issue (i.e.,
sections viewed in issue/total sections in
issue)
Usage Duration Average total attention* to issue Seconds spent viewing issue/number of
pages viewed in issue
Usage Breadth Proportion of unique pages read
in magazine issue
Proportion of total pages in issue (i.e.,
pages viewed in issue/total pages in
issue)
*Advertising Attention is a subset of total usage duration but the parameters are not highly
correlated (Spearman correlation of 0.52).
Descriptive statistics for the variables are provided in Table 2 and the correlation of the
variables is provided in Table 3.
Table 2: Descriptive Statistics for Variables (n=176,028)
Variable Mean SD Min Max
Advertising Attention 77.67 594.51 0.00 162250.00
Usage Frequency 1.55 2.01 1.00 139.00
Usage Variety 0.28 0.25 0.04 0.92
1
The dataset is a census of paid print and online, and online alone, subscribers. Institutional and non-paying
subscribers (publishing company employees, advertisers and media buyers) are not included in the dataset.

Usage Duration 308.4
2
9783.55 0.36 3931345.00
Usage Breadth 0.14 0.17 0.01 0.51
^ A subscriber may not be exposed to a page containing an advert during the session
Table 3: Correlation of the Fixed Effects Variables
Variable Usage Frequency Usage Variety Usage Breadth
Usage Variety -0.03
Usage Duration -0.01 0.00
Usage Breadth 0.00 -0.96 0.00
A generalised linear mixed model (GLMM) is used. GLMMs manage non-normal data and
random effects (Bolker et al., 2008). GLMMs account for the longitudinal nature of the data –
multiple measures from a large number of individuals at different time points and with
different number of time points (unbalanced dataset) – and the issue-varying usage variables.
Model Specification
The GLMM model takes the form (Breslow & Clayton, 1993):
𝜂𝑖 = ∑ 𝛽𝑗 𝑥𝑖𝑗 + ∑ 𝑍𝑖𝑘 𝑈𝑖𝑘𝑘=1
𝑠
𝑗=1
Consider the case of Vogue subscriber i reading the jth issue of the magazine which is the kth
issue they have read. The linear component of the model, ∑ 𝛽𝑗 𝑥𝑖𝑗
𝑠
𝑗=1 , can be written:
AAij = β0j + β1jUF + β2jUD + β3jUB + β4jUV
Where AAij is the advertising attention the Vogue subscriber i pays to issue j. UF, UD, UB,
and UV are the variables usage frequency, usage duration, usage breadth, and usage variety.
𝑍𝑖𝑘 refers to the levels of random effects due to the Vogue subscriber i and the issue j (which
can be annotated as (1|user) and (1|issue)), and 𝑈𝑖𝑘′s are the parameters of random effects
assumed to be normally distributed, that is, 𝑈𝑖𝑘~ N(0,𝜎𝑘
2
).
The model (2-level) for the ith subscriber of the jth issue is provided below (expressed with
subscripts to avoid working with vectors). At 2-level, the only intercept is random and the rest
are constant across users and issues:
Level 1: AAij = β0j + β1jUF + β2jUD + β3jUB + β4jUV + eij
Level 2: β0j = γ00 + μ0j
Level 2: β1j = γ10
Combining 2-level equations into 1-level yields the mixed model specification (combined
they give the estimated intercept for a particular user):
AAij = (γ00 + μ0j) + γ10 UF + γ20 UD + γ30 UB + γ40 UV + eij
Hence the model can be expressed as:
AA ~ UF + UD + UB + UV + (1|user) + (1|issue).
Results
This study looks at a subscriber’s attention over time to a magazine. Data are analysed with a
GLMM using R (R Core Team, 2013) and lme4 (Bates, Maechler, Bolker, & Walker, 2014).

Usage variables were initially compared individually against a null model (random effects
only) and UF, UV, UD and UB were all found to be significant. Therefore propositions P1-P4
were all supported. A full model was then performed which was significant compared to the
null model (AIC 2,745,793, χ2=753.5 df=4, p<.0001). The results for the fixed effects and
random effects are presented in Tables 3 and 4 respectively.
Table 3: Model Results for Fixed Effects
Estimate SE t-value
UF 15.43 0.75 20.60
UV 122.50 23.93 5.12
UD 0.00 0.00 14.68
UB -282.40 36.37 -7.76
Intercept -21.52 5.20 -4.14
Results for the fixed effects show that usage variety has the largest positive impact on
attention to advertising, and usage breadth has a negative impact. Usage duration did not have
an effect, and usage frequency, the number of times you use an issue, had a very small impact
on attention to advertising.
Note that significance is not routinely reported for mixed models. The recommended
approach to determine significance for variables is comparing the model with a parameter to a
model without a parameter. In this study, each variable was compared to a null model (a
model with only random effects) prior to being included the full model.
Table 4: Model Results for Random Effects
Variance Standard Deviation
User 29,799 172.62
Issue 364 19.09
Residual 323,396 568.68
The results in Table 4 demonstrate the variability of the random effects, user and issue, on the
dependent variable, Advertising Attention. There is a lot less variability between issues of the
magazine than between the users, which would be expected. The residual highlights the
variability that is not due to the two random effects.
Conclusion and Extensions
This paper explores the impact of usage variables (frequency, variety, breadth and duration),
on attention to advertising. Usage variety has the largest positive impact on attention to
advertising. This finding provides publishers and editors with important insight to improve
users’ attention to advertising; for example, it is more impactful to increase a user’s variety
than the frequency of use. Initiatives, such as providing recommendations to further articles in
the current edition that are popular or have been read by similar users (similar to
recommendation systems on shopping websites), could potentially impact attention to
advertising and be more effective than sending users emails to highlight future articles; that is,
extending a user’s current session is more important than driving additional sessions.
Several analytical extensions are possible. Our data were normalised by taking the natural
logarithm and assuming a Gaussian distribution for the GLMM; however, another approach is
to work with an alternative distribution (e.g., log-normal).

The current study draws upon a single dataset for a general interest magazine such as National
Geographic or Forbes; however, the generalizability of these results could be extended by
repeating this analysis with contrasting types of magazine – for example, a comparison of
prestige and general interest magazines (Gourmet compared to Cleo) or consumer versus
trade/professional journals (Dolly compared to AMJ). Further, this analysis is performed at a
magazine issue aggregated level; it could be extended through page-by-page path analysis to
see the effect of advert positioning in-media. Finally, the focus on in-media behaviour means
no external drivers (such as consumer characteristics) are considered, although with additional
data these could merit investigation.
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Do You Know Which Story Your Logo Tells Your Consumers?
The Gap between Intended and Perceived Messages from Well-Known Logos
Eliane Karsaklian*, Université Sorbonne, eliane.karsaklian@univ-paris3.fr
Abstract
Logos are created by companies to convey their values to consumers and tell stories
about their brands. In this research we interviewed 56 respondents from 8 countries
about a sample of six well-known logos. We aimed at identifying gaps between the
stories conveyed by the logos and the stories respondents told about the same logos.
Results demonstrate that such gap exists and that media communication about the
brands takes over the stories told by the logos.
Keywords: communication, storytelling, image
Track: Marketing Communication
1.0.Background
Logos have long been a tool for companies trying to win over customers. The logo acts as
a badge of identiﬁcation, as a mark of quality and as a way to increase a company’s reputation.
(Hynes, 2009). The identity of an organization is what its members regard as the focal,
distinct and lasting features of their company. Companies transmit these features through their
behavior, communication and symbols. Symbols, more specifically logos, can be viewed as
an effective tool that management can use to orchestrate the desired features that the company
wants to convey (Pham et al., 2012). In this research, we aimed at identifying consumers’
perceptions of well-known logos and their interpretation of the stories and values they ought
to convey. We first present the conceptual background about logos and then analyze the logos
uses in the research and present our findings. We conclude with the managerial implications
as well as the limitations of our study.
2.0 Conceptual Foundations
Companies use logos for every possible corporate communication to develop a holistic
recognition of the company. Creation of positive impact about the company is a major
motivation behind development of logos. Logos are an extension of the company and its
values; a visual expression of what the company stands for and help building brands’
reputation. (Banerjee, 2008). Logos are ubiquitous and are now accepted as an important part
of a brand’s activities. These activities may include being part of a marketing communications
strategy aimed at developing, establishing and promoting brand awareness, brand recall, a
particular brand image or a consensus about the philosophy and nature of a brand. Henderson
and Cote (1998, p. 14) defined logos as: “A variety of graphic or typeface elements…. the
graphic design that a company uses, with or without its name, to identify itself or its products”
(Chadwick and Walters, 2009).
Symbols are organizational artifacts (objects, actions, or events) to which people
attribute meaning. One subset of symbols includes visual and identiﬁable symbols, such as
logos. (Rafaeli et al., 2008). The link between logo and brand is the most direct graphic
connection that customers can have with a brand. It’s an anchor point; a shorthand for all the
meaning in brand experience. Thus, logos retain equity and are the most recognizable part of a
brand’s visual identity and a popular medium of corporate communication to broadcast brand
imagery. They are most used visuals of a company and important mediums to project an
image. (Banerjee, 2008). According to Henderson and Cote (1998), logos should be

recognizable, familiar, elicit a consensually held meaning in the target market, and evoke
positive affect. Logos should speed recognition of a company or brand. The rationale is that
pictures are perceived faster than words. This is important because many company
communications are seen for only a brief time and are important particularly in stores as a
means of speeding recognition of products. Logo is the first interaction point of a company
and its consumers.
A logo creates a visual imagery in the mind of the consumers and it helps recognition
and recall of the company or brand associated with it. Logo recognition occurs at two levels.
First, consumers must remember seeing the logo (correct recognition). Second, logos must
remind consumers of the brand or company name (recall). Therefore, facilitating recall of the
company logo starts with selecting a design that is recognized easily. Positive affective
reactions are critical to a logo's success because affect can transfer from the logo to the
product or company. Subjective familiarity can result from a logo evoking a familiar meaning
or from the design being similar to well-known symbols. Either way, subjective familiarity
can benefit a logo because it can increase affect, create more consensually held meanings and
even enhance choice of a brand if brand experience is limited (Henderson and Cote, 1998)
Logo selection can be an extremely difficult task for companies, because a number of
considerations such as colors, graphics, layouts, and sights, all play an important role. In
addition, it is also very likely that the desired responses to the logo are not achieved because a
logo’s design may make it difficult to associate with the organization, or it seemingly fails to
convey the ideas originally intended. However, if carefully managed, a logo can contribute to
the competitive advantage by enhancing a company’s reputation. Logos increase an
organization’s recognition. The premise behind this is that pictures convey information faster
than words. That is why the appropriate selection of logo is vital, because they are one of the
primary instruments to communicate a company’s image (Pham et al., 2012).
Logo is an important part of the brand as it signals brand character through a stylized
treatment of the company or brand name. It is like a signature of a person. Its main function is
to remind the brand and make sure that “it remains at the forefront of the audience’s thoughts”
(Herskovits and Crystal, 2010, p.21). Van Riel and Van den Ban (2001) explain the intrinsic
and extrinsic properties for logo designs. Intrinsic properties of logos are the degree of
representativeness of the logo, in other words, a perception of the graphical representation of
logo. Hynes (2009) provides empirical evidence that color and design of the logos are directly
related with representativeness. Color and meaning of the logo are closely linked for
implicitly illustrative or pictorial logos. Consumers can elicit strong associations among
designs and meanings for abstract logos, however, color choices can vary widely. In short,
consumers can drive meaning from color as well as designs. Extrinsic properties of logos, on
the other hand, originate from associations with the company or brand. Accumulation of
perceptions about past actions of the brand and intensity of communications of values of
brand to internal and external audiences define brand associations (Girard et al., 2013).
Logos have become increasingly important not only as a way to capture awareness but
also as a means of communicating with consumers because they are frequently the first
exposure consumers have to a brand or company. Moreover, firms are increasingly presenting
logos in various marketing communications with little or no copy, making the visual element
of a logo even more important (Cian et al., 2014). Indeed, logos are taking such an important
role in companies’ brand image that a service called gazemetrix is allowing companies to
track how often their brands’ logos turn up on social media sites. This image recognition will

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