This study examined the effect of mood on advertising effectiveness. 320 subjects viewed either a positive or negative mood-inducing film clip and were then exposed to advertisements. Their attitudes towards the advertised products and intentions to purchase them were measured using scales. Results showed subjects in a positive mood had more positive attitudes and greater purchase intentions than those in a negative mood. This suggests advertisers should aim to elicit positive feelings in viewers.
Play therapy was introduced in Europe in the 1920s by Anna Freud. It allows children to manipulate their world on a smaller scale through play to express feelings and cope with emotions in a non-punitive environment. Theoretical underpinnings include humanistic psychology, attachment theory, and talk therapy. Assessment techniques involve activities like drawing, music, clay modeling, storytelling, and puppets. Evaluation focuses on developing coping skills, and termination involves reviewing progress. While critics question its empirical support, meta-analyses show it is as effective as psychotherapy for children with effect sizes of 0.66 to 0.93 compared to no treatment. Number of sessions, parental involvement, and specific toys can increase effectiveness.
1) The document discusses child-rearing in a "risk society" and examines parenting cultures through the lens of consumer contexts around early parenting and young children.
2) It focuses on The Baby Show, a consumer exhibition for prospective and new parents, and analyzes it as a site where safety is constructed as a dimension of young children's consumer culture.
3) The exhibition brings together commercial players and offers visitors experiences and services related to parenting and child-rearing, with a strong focus on different age stages from pregnancy through early childhood. Safety products and advice are prominent.
The document proposes the creation of a website by the Healthcare Technology Foundation to address several issues: (1) lack of comprehensive patient safety resources for medical devices, (2) consumer distrust of manufacturers due to accidents, and (3) insufficient device information online. The website would provide safety data and forums/Q&A for both patients and clinicians, as well as news, multimedia, and partnerships with organizations like AARP to educate users and create safety solutions. Marketing and fundraising strategies are outlined to generate traffic and support from industry leaders.
Emotional and rational appeals are two of the most important types of advertising appeals. Emotional appeals target an individual's psychological and social needs and are often effective for younger consumers, while rational appeals emphasize the functional benefits of a product and tend to work better for older audiences. The document then describes various other specific types of advertising appeals commonly used, including personal, social, fear-based, humor, sex, music, scarcity, masculine/feminine, brand, snob, adventure, less than perfect, romance, emotional word usage, youth, endorsement, wordplay, statistics, plain, and bandwagon appeals.
The document outlines 4 chapters of the ASCI codes and includes case studies upheld under each code. Chapter 1 ensures truthfulness and prevents misleading advertisements. Chapter 2 ensures advertisements are not offensive. Chapter 3 safeguards against hazardous or harmful advertising, especially aimed at minors. Chapter 4 ensures fairness in competition so consumers have informed choices. Case studies provided examples of brands like Surf Excel, Sunsilk, Samsung, Ibaya, Livo Plus capsules, Iodex Power Cream, and Godrej All Care Soap.
Research Design Group paper.docmidnightGwen Knight
The study aimed to determine if positive or negative mood induced by video clips affected judgments of neutral objects. 56 undergraduate students viewed a positive or negative video and then rated their liking, willingness to buy, and amount willing to pay for neutral objects. Results showed the mood manipulations did not significantly impact these judgments, though they did predict different affective outcomes. The mood states did not significantly influence evaluations of the neutral objects.
Play therapy was introduced in Europe in the 1920s by Anna Freud. It allows children to manipulate their world on a smaller scale through play to express feelings and cope with emotions in a non-punitive environment. Theoretical underpinnings include humanistic psychology, attachment theory, and talk therapy. Assessment techniques involve activities like drawing, music, clay modeling, storytelling, and puppets. Evaluation focuses on developing coping skills, and termination involves reviewing progress. While critics question its empirical support, meta-analyses show it is as effective as psychotherapy for children with effect sizes of 0.66 to 0.93 compared to no treatment. Number of sessions, parental involvement, and specific toys can increase effectiveness.
1) The document discusses child-rearing in a "risk society" and examines parenting cultures through the lens of consumer contexts around early parenting and young children.
2) It focuses on The Baby Show, a consumer exhibition for prospective and new parents, and analyzes it as a site where safety is constructed as a dimension of young children's consumer culture.
3) The exhibition brings together commercial players and offers visitors experiences and services related to parenting and child-rearing, with a strong focus on different age stages from pregnancy through early childhood. Safety products and advice are prominent.
The document proposes the creation of a website by the Healthcare Technology Foundation to address several issues: (1) lack of comprehensive patient safety resources for medical devices, (2) consumer distrust of manufacturers due to accidents, and (3) insufficient device information online. The website would provide safety data and forums/Q&A for both patients and clinicians, as well as news, multimedia, and partnerships with organizations like AARP to educate users and create safety solutions. Marketing and fundraising strategies are outlined to generate traffic and support from industry leaders.
Emotional and rational appeals are two of the most important types of advertising appeals. Emotional appeals target an individual's psychological and social needs and are often effective for younger consumers, while rational appeals emphasize the functional benefits of a product and tend to work better for older audiences. The document then describes various other specific types of advertising appeals commonly used, including personal, social, fear-based, humor, sex, music, scarcity, masculine/feminine, brand, snob, adventure, less than perfect, romance, emotional word usage, youth, endorsement, wordplay, statistics, plain, and bandwagon appeals.
The document outlines 4 chapters of the ASCI codes and includes case studies upheld under each code. Chapter 1 ensures truthfulness and prevents misleading advertisements. Chapter 2 ensures advertisements are not offensive. Chapter 3 safeguards against hazardous or harmful advertising, especially aimed at minors. Chapter 4 ensures fairness in competition so consumers have informed choices. Case studies provided examples of brands like Surf Excel, Sunsilk, Samsung, Ibaya, Livo Plus capsules, Iodex Power Cream, and Godrej All Care Soap.
Research Design Group paper.docmidnightGwen Knight
The study aimed to determine if positive or negative mood induced by video clips affected judgments of neutral objects. 56 undergraduate students viewed a positive or negative video and then rated their liking, willingness to buy, and amount willing to pay for neutral objects. Results showed the mood manipulations did not significantly impact these judgments, though they did predict different affective outcomes. The mood states did not significantly influence evaluations of the neutral objects.
1) The study explored the relationships between clothing style, personality factors, emotions, and mood using questionnaires and experiments with clothing trials.
2) The results showed that positive mood when wearing an outfit predicted higher preference for that outfit. Personality traits also moderately predicted clothing preference.
3) Certain outfits helped reflect or manage personality traits and moods. For example, a formal style outfit helped sustain conscientious personality facets and positive mood.
Consumer Behavior Case Study, Basic concepts and clear understanding of all the theories. Linking all the theories of decision making and various advertising methods to pursue customers.
Is It In The Product Or Is It In The MindMainak Bag
This document discusses a study that examines how brand attitude is comprised of consumer perceptions of product attributes and non-product attributes, which represent emotional responses to a brand. The study uses surveys and statistical analysis to understand how factors like product involvement, trust, and perceptions of product and non-product attributes influence brand attitude for three sample brands. Key findings include that both product and non-product attributes significantly predict brand attitude, and that higher trust ratios correlate with more positive brand attitudes.
This document provides an overview of qualitative research methods and question formulation. It discusses key aspects of qualitative research including theoretical backgrounds in ethnography, phenomenology and grounded theory. Examples of qualitative research questions and methods like observation and interviews are provided. The importance of qualitative research in understanding human experiences and perspectives is highlighted. Guidance on formulating focused qualitative research questions using frameworks like PICO, SPICE, ProPheT and CLIP is also given.
The Impact of Emotional Intelligence: Understanding Consumer BehaviorAshford University
Emotional decisions are made daily by consumers. The power and impact of emotion on the buying process is an emerging field.
Marketers must turn from the traditional marketing strategies based on cognitive abilities of the consumer to also include the role of emotions in the buying process.
A review of literature on consumer behavior (CB) and emotional intelligence (EI) is presented and a summary of a baseline study on consumer behavior and emotional intelligence is also presented.
The Effects of Emotionally Charged Pet Images on Viewers’ Intentions to ActKatrinHaller
The document summarizes a study that examined the effects of emotionally charged pet images (positive, negative, or a mix) on viewers' intentions to act. The study found that negatively charged images led to greater reported willingness to donate or contact an organization compared to positive or mixed images. However, positive images were rated as most liked. The results suggest negative images may be better for eliciting actions while positive images are preferred.
ComFun6e_Ch03_C!.indd 66ComFun6e_Ch03_C!.indd 66 12/10/09 10:27:01 AM12/10/09 10:27:01 AM
A
ngela Savanti was 22 years old, lived at home with her mother, and was employed as a
secretary in a large insurance company. She . . . had had passing periods of “the blues”
before, but her present feelings of despondency were of much greater proportion. She
was troubled by a severe depression and frequent crying spells, which had not lessened
over the past two months. Angela found it hard to concentrate on her job, had great difficulty
falling asleep at night, and had a poor appetite. . . . Her depression had begun after she and
her boyfriend Jerry broke up two months previously.
(Leon, 1984, p. 109)
Her feelings of despondency led Angela Savanti to make an appointment with a
therapist at a local counseling center. The first step the clinician took was to learn
as much as possible about Angela and her disturbance. Who is she, what is her life
like, and what precisely are her symptoms? The answers might help to reveal the
causes and probable course of her present dysfunction and suggest what kinds of
strategies would be most likely to help her. Treatment could then be tailored to
Angela’s needs and particular pattern of abnormal functioning.
In Chapters 1 and 2 you read about how researchers in abnormal psychol-
ogy build a general understanding of abnormal functioning. Clinical practitioners
apply this broad information in their work, but their main focus when faced with
new clients is to gather idiographic, or individual, information about them
(Bornstein, 2007). To help persons overcome their problems, clinicians must fully
understand them and their particular difficulties. To gather such individual infor-
mation, clinicians use the procedures of assessment and diagnosis. Then they are in
a position to offer treatment.
jjClinical Assessment: How and Why
Does the Client Behave Abnormally?
Assessment is simply the collecting of relevant information in an effort to reach
a conclusion. It goes on in every realm of life. We make assessments when we
decide what cereal to buy or which presidential candidate to vote for. College
admissions officers, who have to select the “best” of the students applying to their
college, depend on academic records, recommendations, achievement test scores,
interviews, and application forms to help them decide (Sackett, Borneman, &
Connelly, 2008). Employers, who have to predict which applicants are most likely
to be effective workers, collect information from résumés, interviews, references,
and perhaps on-the-job observations.
Clinical assessment is used to determine how and why a person is behaving ab-
normally and how that person may be helped. It also enables clinicians to evaluate
people’s progress after they have been in treatment for a while and decide whether
the treatment should be changed. The hundreds of clinical assessment techniques
CLINICAL ASSESSMENT,
DI.
The document summarizes a study that examined the effect of movie content on mood. Undergraduate students were randomly assigned to view either a happy, sad, or neutral movie clip. Participants completed a mood scale before and after viewing the clip. Results found that those who viewed the sad clip had significantly lower happiness and higher sadness scores after viewing compared to the control group. Those who viewed the happy clip had significantly higher happiness and lower sadness scores compared to the sad group. The study provides evidence that movie content can influence viewer mood.
Cognitive biases influence individuals' decision making processes. Common cognitive biases include confirmation bias, where people give more weight to information that confirms existing beliefs, and the self-serving bias, where people attribute their successes to internal factors but blame failures on external factors to maintain self-esteem. Managers should be aware of how biases like the halo effect can influence their expectations of employees. While biases can have negative effects, they may also positively influence behaviors if employees strive to disprove inaccurate expectations. Understanding perception and the factors that influence it, like experiences and motives, is important in organizational behavior.
Running head: Final Project: Early Methods Section 8
Final Project: Early Methods Section
Student’s Name:
Instructor’s name:
Affiliation:
Course:
Date:
Final Project: Early Methods Section
1. What is your research question?
Does Reality TV influence perceive body image in the adolescent child?
2. What is your hypothesis or hypotheses? What is the null hypothesis?
H0: Reality TV does not influence perceived body image in the adolescent child
H1: Reality TV does influence perceived body image in the adolescent child
3. Participants
To qualify as a participant in the study the age should range from eight years to sixteen years. Culturally, the study will use African American, Caucasian, and other racial backgrounds. I intend to use adolescents from the same socio-economic levels to attain reliability and validity with the current data analysis and collection for the study. I will use an audit trail and reflective journal to achieve a high degree of dependability.
4. Sampling technique
I will use a purposeful sample with the adequate number of adolescents to facilitate efficient and effective saturation of categories. Any negative case enhances validity since it demonstrates that the aspects of the analysis are less than obvious. Top improve transferability in the study I will use moderate populated schools in the samples that attract adolescents from multiple cultures, histories, and comparable socio-economic levels across the city.
5. What are the variables in your study?
Demographic data, race, body dissatisfaction, body image, ethnic background, socioeconomic status, media pressure, awareness, self-confidence, and internalization
6. Provide operational definitions for each variable.
The race will mention the cultural background of each participant. The awareness of body image and self-image begins to form at a young age. It is not clear whether the desire or pressure to become thin affects all adolescents equally. At the age of six, girls desire a thin body and use some types of diet to obtain low weight and thin body. Girls spend a lot of time watching television or magazines to focus on the appearance and use thin models.
Ethnically blacks interpret media influences from white or Hispanics. A majority of white participants indicate a desire to look at thin models shown in advertisements.
The media pressure will present one’s effect of media portrayal. There seems to be a consensus that the mass media does tend to influence one's perception of body image. Exposure of commercials that use thin models leads to higher levels of dissatisfaction with overall body image.
7Measuirng of variables
I will use a Body Dissatisfaction Subscale of the Eating Disorder Inventory to measure specific bodies such as waist and thighs. Additionally, A Multidimensional Media Influence Scale (MMIS) will measure five dimensions of media influence that include awareness of media thin ideal, media pu.
This study examined the effects of emotion-based arguments on attitude change according to social judgment theory. 105 undergraduate students were randomly assigned to read either an emotional or logical argument regarding funding for disabled persons and complete pre- and post-argument attitude measures. The study found that logical arguments produced greater attitude change than emotional arguments, contrary to the first hypothesis. The second hypothesis, that those with higher ego-involvement would experience less attitude change, was also not supported. Limitations included a small sample size and validity questions around the attitude measures.
This study examined how celebrity adoration moderates the relationship between attitudes and purchase intention of celebrity merchandise among Taiwanese adolescents. It applied the theory of planned behavior, which suggests that attitude, perceived norms, and perceived behavioral control predict behavioral intention. The study found that for adolescents who admired a celebrity, attitude and perceived behavioral control better predicted purchase intention, whereas perceived norms better predicted intention for those without celebrity adoration. Celebrity adoration weakened the influence of norms on attitude and intention.
The consequences of overconfidence affect many spheres of economic life. As yet, few factors are known that
determine the extent of possible overconfidence. There are also few studies concerning the influence of positive and
negative emotions on self-assessment. It has not yet been examined whether emotions can affect learning effects
regarding self-assessment, wherefore the present study addresses this research question. In a real-effort-task
experiment the participants are presented with tasks over the course of 5 rounds. After each round, they are asked to
assess their own performance. They are then given feedback on their actual performance, thereby allowing for
learning effects. Their mood is induced by positive (treatment ―positive‖), negative (treatment ―negative‖) and
neutral (treatment ―neutral‖) movie clips. There are no significant differences in the three treatments regarding
absolute and relative overconfidence. However, the participants’ moods differed with regard to the occurr ence of
learning effects. Obvious learning effects can be established in a neutral mood when examining absolute
overconfidence. These learning effects cannot be detected in positive and negative moods
Executive SummaryThe nanopatch should become the leading vacci.docxSANSKAR20
Executive Summary
The nanopatch should become the leading vaccination method in the healthcare realm especially for individuals that are apprehensive about of using common needles. The company seeks to grow its reputation in the healthcare industry by introducing an innovative product that diminishes pain during vaccination. Its objectives of producing a cost effective and painless vaccine include improved immunology, no cold chain, and painlessness during vaccination as it is made of micro-projections that deliver vaccines to immune cells on the outer layer of the skin. Moreover, it reduces needlestick injuries, and it is cost-effective because a physician uses less vaccine when compared to traditional injection techniques. Furthermore, costs are saved because minimal vaccine is used as the innovative micro-projection ensures equal distribution of the vaccine to immune cells.
Nanopatch will change the vaccination experience for children, minimize needlestick injuries, and provides an ambient temperature stability of the vaccine. The Nanopatch is pain-free since it does not project deep enough to make contact with nerve endings in the skin. In fact, in the recent product testing stage using animals, the Nanopatch proved to be reliable, as it delivered flu vaccine with a significant success rate when compared to the normal syringe. The Nanopatch technology will reduce chances of cross-contamination of needle-borne diseases such as hepatitis and HIV, which will improve not only patient satisfaction but also the corresponding hospital experience.
To sell the product and ensure consistency as per the set objectives, the Nanopatch will first target parents with children below the age of six years in the vaccination market segment, then, it will be expanded to the entire hospital structure. For the children’s vaccination segment, the product uses the notion that parents and children do not like painful needles. Also, the strategy seeks to capitalize on the high number of vaccinations that children below the age of five are subjected to; as such, they will form a huge market segment for the product. The product will be availed for both high and low-end markets with a one-fit-all pricing strategy to ensure the available market is not discriminated and ensure uniform brand performance in the industry.
Given that the major target consumers are parents with children below the age of six years, marketers will target pediatric hospitals and clinics as niche markets using a focus strategy. However, there will be parallel marketing activities in adult hospitals, especially those offering care to the elderly. Another target market includes convenient drug stores that sell self-administered drugs such as insulin and supplements that require the use of a syringe. The pricing strategy will combine both the penetration and skimming techniques to enter the market. The penetration pricing strategy will take into consideration existing competition and cost of innov ...
Describe three reasons that a consumer might have a positive attitud.pdfakukukkusarees
Describe three possible dangers of a poorly implemented performance management system and
discuss what you could do as an HR Manager to limit those dangers.
Solution
The three possible dangers of a poorly implemented performance management system are:
1. Low output.
2. Quality challanges.
3. Inefficiency of workers.
As an HR manager i will set goals for each worker which he will be supposed to achive in a
given ime frame. Alternative inhouse quality tests of products will be done to increase the quality
of work and products. Moreover, different incentive programms can be introduced to attact the
workers to increase their work efficiency..
Advertising messages are everywhere. There are advertisements on radio,
television, billboards, newspapers, magazines, the Internet, matchbook covers, gas
pumps, shopping carts, clothing, and on. Advertising researchers want to answer
questions such as should a certain product be packaged in blue or red? Is
Cosmopolitan a better advertising buy than Vogue? Advertising research does not
involve any special techniques; the methods discussed earlier— laboratory, survey,
field research, focus groups, and content analysis—are in common use.
Advertising
Generally we can say that Advertising is a marketing communication and non-
personal message to promote or sell a product, service or idea.
Advertising is a means of communication with the users of a product or service.
https://economictimes.indiatimes.com/definition/advertising
Advertising research
Advertising research is a specialized form of marketing research conducted to
improve the efficiency of advertising.
Advertising research is the systematic gathering and analysis of information to help
develop or evaluate advertising strategies, ads and commercials, and media
campaigns.
https://www.slideshare.net/PranavKumarOjha/advertising-research-13466787
So research in advertising is applied research, which attempts to solve a specific
problem and is not concerned with theorizing or generalizing to other situations.
Areas in advertising research
There are three functional research areas in advertising these are
1. Copy research
2. Media research and
The document summarizes a study that used Q-methodology to examine college males' perceptions of their mental health. Nine college students, including five males, sorted statements about mental health into categories of agreement. Results showed the strongest opinions were about self-harm. Both genders viewed resources and culture/family as important influences. Limitations included a small sample size drawn only from one university department. Future research could focus statements specifically on self-harm and resources to better understand students' needs.
This document is a thesis submitted by Nicole Britton to Southampton Solent University in April 2015 for the degree of BSc (Hons) in Psychology. The thesis examines the link between brand familiarity, brand preference, and purchase intentions using eye tracking methodology. It includes an introduction reviewing literature on consumer behavior, learning and memory, brand familiarity and preference, and their relationship to purchase intentions. The thesis then describes the eye tracking study methodology, presents results, and discusses findings in relation to the research questions.
Here are some key advantages and disadvantages of third-party funding in arbitration:
Potential Advantages:
- Provides access to justice for parties who cannot afford arbitration costs. This allows more disputes to be resolved through arbitration rather than litigation.
- Spreads financial risk across multiple disputes, allowing third party funders to take on riskier cases.
- May increase efficiency by allowing parties to invest more resources into strong cases.
Potential Disadvantages:
- Raises conflicts of interest if third party funders influence procedural or settlement decisions for financial gain rather than merits.
- May increase costs of arbitration overall if third party funders factor in a return on multiple disputes.
- Lack of regulation could lead to predat
This presentation includes basic of PCOS their pathology and treatment and also Ayurveda correlation of PCOS and Ayurvedic line of treatment mentioned in classics.
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1) The study explored the relationships between clothing style, personality factors, emotions, and mood using questionnaires and experiments with clothing trials.
2) The results showed that positive mood when wearing an outfit predicted higher preference for that outfit. Personality traits also moderately predicted clothing preference.
3) Certain outfits helped reflect or manage personality traits and moods. For example, a formal style outfit helped sustain conscientious personality facets and positive mood.
Consumer Behavior Case Study, Basic concepts and clear understanding of all the theories. Linking all the theories of decision making and various advertising methods to pursue customers.
Is It In The Product Or Is It In The MindMainak Bag
This document discusses a study that examines how brand attitude is comprised of consumer perceptions of product attributes and non-product attributes, which represent emotional responses to a brand. The study uses surveys and statistical analysis to understand how factors like product involvement, trust, and perceptions of product and non-product attributes influence brand attitude for three sample brands. Key findings include that both product and non-product attributes significantly predict brand attitude, and that higher trust ratios correlate with more positive brand attitudes.
This document provides an overview of qualitative research methods and question formulation. It discusses key aspects of qualitative research including theoretical backgrounds in ethnography, phenomenology and grounded theory. Examples of qualitative research questions and methods like observation and interviews are provided. The importance of qualitative research in understanding human experiences and perspectives is highlighted. Guidance on formulating focused qualitative research questions using frameworks like PICO, SPICE, ProPheT and CLIP is also given.
The Impact of Emotional Intelligence: Understanding Consumer BehaviorAshford University
Emotional decisions are made daily by consumers. The power and impact of emotion on the buying process is an emerging field.
Marketers must turn from the traditional marketing strategies based on cognitive abilities of the consumer to also include the role of emotions in the buying process.
A review of literature on consumer behavior (CB) and emotional intelligence (EI) is presented and a summary of a baseline study on consumer behavior and emotional intelligence is also presented.
The Effects of Emotionally Charged Pet Images on Viewers’ Intentions to ActKatrinHaller
The document summarizes a study that examined the effects of emotionally charged pet images (positive, negative, or a mix) on viewers' intentions to act. The study found that negatively charged images led to greater reported willingness to donate or contact an organization compared to positive or mixed images. However, positive images were rated as most liked. The results suggest negative images may be better for eliciting actions while positive images are preferred.
ComFun6e_Ch03_C!.indd 66ComFun6e_Ch03_C!.indd 66 12/10/09 10:27:01 AM12/10/09 10:27:01 AM
A
ngela Savanti was 22 years old, lived at home with her mother, and was employed as a
secretary in a large insurance company. She . . . had had passing periods of “the blues”
before, but her present feelings of despondency were of much greater proportion. She
was troubled by a severe depression and frequent crying spells, which had not lessened
over the past two months. Angela found it hard to concentrate on her job, had great difficulty
falling asleep at night, and had a poor appetite. . . . Her depression had begun after she and
her boyfriend Jerry broke up two months previously.
(Leon, 1984, p. 109)
Her feelings of despondency led Angela Savanti to make an appointment with a
therapist at a local counseling center. The first step the clinician took was to learn
as much as possible about Angela and her disturbance. Who is she, what is her life
like, and what precisely are her symptoms? The answers might help to reveal the
causes and probable course of her present dysfunction and suggest what kinds of
strategies would be most likely to help her. Treatment could then be tailored to
Angela’s needs and particular pattern of abnormal functioning.
In Chapters 1 and 2 you read about how researchers in abnormal psychol-
ogy build a general understanding of abnormal functioning. Clinical practitioners
apply this broad information in their work, but their main focus when faced with
new clients is to gather idiographic, or individual, information about them
(Bornstein, 2007). To help persons overcome their problems, clinicians must fully
understand them and their particular difficulties. To gather such individual infor-
mation, clinicians use the procedures of assessment and diagnosis. Then they are in
a position to offer treatment.
jjClinical Assessment: How and Why
Does the Client Behave Abnormally?
Assessment is simply the collecting of relevant information in an effort to reach
a conclusion. It goes on in every realm of life. We make assessments when we
decide what cereal to buy or which presidential candidate to vote for. College
admissions officers, who have to select the “best” of the students applying to their
college, depend on academic records, recommendations, achievement test scores,
interviews, and application forms to help them decide (Sackett, Borneman, &
Connelly, 2008). Employers, who have to predict which applicants are most likely
to be effective workers, collect information from résumés, interviews, references,
and perhaps on-the-job observations.
Clinical assessment is used to determine how and why a person is behaving ab-
normally and how that person may be helped. It also enables clinicians to evaluate
people’s progress after they have been in treatment for a while and decide whether
the treatment should be changed. The hundreds of clinical assessment techniques
CLINICAL ASSESSMENT,
DI.
The document summarizes a study that examined the effect of movie content on mood. Undergraduate students were randomly assigned to view either a happy, sad, or neutral movie clip. Participants completed a mood scale before and after viewing the clip. Results found that those who viewed the sad clip had significantly lower happiness and higher sadness scores after viewing compared to the control group. Those who viewed the happy clip had significantly higher happiness and lower sadness scores compared to the sad group. The study provides evidence that movie content can influence viewer mood.
Cognitive biases influence individuals' decision making processes. Common cognitive biases include confirmation bias, where people give more weight to information that confirms existing beliefs, and the self-serving bias, where people attribute their successes to internal factors but blame failures on external factors to maintain self-esteem. Managers should be aware of how biases like the halo effect can influence their expectations of employees. While biases can have negative effects, they may also positively influence behaviors if employees strive to disprove inaccurate expectations. Understanding perception and the factors that influence it, like experiences and motives, is important in organizational behavior.
Running head: Final Project: Early Methods Section 8
Final Project: Early Methods Section
Student’s Name:
Instructor’s name:
Affiliation:
Course:
Date:
Final Project: Early Methods Section
1. What is your research question?
Does Reality TV influence perceive body image in the adolescent child?
2. What is your hypothesis or hypotheses? What is the null hypothesis?
H0: Reality TV does not influence perceived body image in the adolescent child
H1: Reality TV does influence perceived body image in the adolescent child
3. Participants
To qualify as a participant in the study the age should range from eight years to sixteen years. Culturally, the study will use African American, Caucasian, and other racial backgrounds. I intend to use adolescents from the same socio-economic levels to attain reliability and validity with the current data analysis and collection for the study. I will use an audit trail and reflective journal to achieve a high degree of dependability.
4. Sampling technique
I will use a purposeful sample with the adequate number of adolescents to facilitate efficient and effective saturation of categories. Any negative case enhances validity since it demonstrates that the aspects of the analysis are less than obvious. Top improve transferability in the study I will use moderate populated schools in the samples that attract adolescents from multiple cultures, histories, and comparable socio-economic levels across the city.
5. What are the variables in your study?
Demographic data, race, body dissatisfaction, body image, ethnic background, socioeconomic status, media pressure, awareness, self-confidence, and internalization
6. Provide operational definitions for each variable.
The race will mention the cultural background of each participant. The awareness of body image and self-image begins to form at a young age. It is not clear whether the desire or pressure to become thin affects all adolescents equally. At the age of six, girls desire a thin body and use some types of diet to obtain low weight and thin body. Girls spend a lot of time watching television or magazines to focus on the appearance and use thin models.
Ethnically blacks interpret media influences from white or Hispanics. A majority of white participants indicate a desire to look at thin models shown in advertisements.
The media pressure will present one’s effect of media portrayal. There seems to be a consensus that the mass media does tend to influence one's perception of body image. Exposure of commercials that use thin models leads to higher levels of dissatisfaction with overall body image.
7Measuirng of variables
I will use a Body Dissatisfaction Subscale of the Eating Disorder Inventory to measure specific bodies such as waist and thighs. Additionally, A Multidimensional Media Influence Scale (MMIS) will measure five dimensions of media influence that include awareness of media thin ideal, media pu.
This study examined the effects of emotion-based arguments on attitude change according to social judgment theory. 105 undergraduate students were randomly assigned to read either an emotional or logical argument regarding funding for disabled persons and complete pre- and post-argument attitude measures. The study found that logical arguments produced greater attitude change than emotional arguments, contrary to the first hypothesis. The second hypothesis, that those with higher ego-involvement would experience less attitude change, was also not supported. Limitations included a small sample size and validity questions around the attitude measures.
This study examined how celebrity adoration moderates the relationship between attitudes and purchase intention of celebrity merchandise among Taiwanese adolescents. It applied the theory of planned behavior, which suggests that attitude, perceived norms, and perceived behavioral control predict behavioral intention. The study found that for adolescents who admired a celebrity, attitude and perceived behavioral control better predicted purchase intention, whereas perceived norms better predicted intention for those without celebrity adoration. Celebrity adoration weakened the influence of norms on attitude and intention.
The consequences of overconfidence affect many spheres of economic life. As yet, few factors are known that
determine the extent of possible overconfidence. There are also few studies concerning the influence of positive and
negative emotions on self-assessment. It has not yet been examined whether emotions can affect learning effects
regarding self-assessment, wherefore the present study addresses this research question. In a real-effort-task
experiment the participants are presented with tasks over the course of 5 rounds. After each round, they are asked to
assess their own performance. They are then given feedback on their actual performance, thereby allowing for
learning effects. Their mood is induced by positive (treatment ―positive‖), negative (treatment ―negative‖) and
neutral (treatment ―neutral‖) movie clips. There are no significant differences in the three treatments regarding
absolute and relative overconfidence. However, the participants’ moods differed with regard to the occurr ence of
learning effects. Obvious learning effects can be established in a neutral mood when examining absolute
overconfidence. These learning effects cannot be detected in positive and negative moods
Executive SummaryThe nanopatch should become the leading vacci.docxSANSKAR20
Executive Summary
The nanopatch should become the leading vaccination method in the healthcare realm especially for individuals that are apprehensive about of using common needles. The company seeks to grow its reputation in the healthcare industry by introducing an innovative product that diminishes pain during vaccination. Its objectives of producing a cost effective and painless vaccine include improved immunology, no cold chain, and painlessness during vaccination as it is made of micro-projections that deliver vaccines to immune cells on the outer layer of the skin. Moreover, it reduces needlestick injuries, and it is cost-effective because a physician uses less vaccine when compared to traditional injection techniques. Furthermore, costs are saved because minimal vaccine is used as the innovative micro-projection ensures equal distribution of the vaccine to immune cells.
Nanopatch will change the vaccination experience for children, minimize needlestick injuries, and provides an ambient temperature stability of the vaccine. The Nanopatch is pain-free since it does not project deep enough to make contact with nerve endings in the skin. In fact, in the recent product testing stage using animals, the Nanopatch proved to be reliable, as it delivered flu vaccine with a significant success rate when compared to the normal syringe. The Nanopatch technology will reduce chances of cross-contamination of needle-borne diseases such as hepatitis and HIV, which will improve not only patient satisfaction but also the corresponding hospital experience.
To sell the product and ensure consistency as per the set objectives, the Nanopatch will first target parents with children below the age of six years in the vaccination market segment, then, it will be expanded to the entire hospital structure. For the children’s vaccination segment, the product uses the notion that parents and children do not like painful needles. Also, the strategy seeks to capitalize on the high number of vaccinations that children below the age of five are subjected to; as such, they will form a huge market segment for the product. The product will be availed for both high and low-end markets with a one-fit-all pricing strategy to ensure the available market is not discriminated and ensure uniform brand performance in the industry.
Given that the major target consumers are parents with children below the age of six years, marketers will target pediatric hospitals and clinics as niche markets using a focus strategy. However, there will be parallel marketing activities in adult hospitals, especially those offering care to the elderly. Another target market includes convenient drug stores that sell self-administered drugs such as insulin and supplements that require the use of a syringe. The pricing strategy will combine both the penetration and skimming techniques to enter the market. The penetration pricing strategy will take into consideration existing competition and cost of innov ...
Describe three reasons that a consumer might have a positive attitud.pdfakukukkusarees
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Advertising
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Effect of consumers_mood_on_advertising_effectiveness
1. Europe’s Journal of Psychology 4/2009, pp. 118-127
www.ejop.org
Effect of Consumers Mood on Advertising Effectiveness
Ademola B. Owolabi, Ph.D.
Department of Psychology,
University of Ado-Ekiti, Nigeria
Abstract
It is a fact that mood-state knowledge is of particular relevance for the understanding of
consumer behavior. The belief that it may be affected by the content of marketing
communication and the context in which these communications appear was the basis
upon which this research was conducted. This study is essentially an experimental study
where a between-subject design was employed. A total of three hundred and twenty
subjects were used in the experiment. Unlike some previous advertising research (e.g.
Kim and Biocca, 1997) utilizing existing adverts, specifically design adverts were made for
the study. Standardized 10 minute film clips were used to induce a negative or positive
mood. Two scales - attitude towards using advertised products and intention to try
advertised products - were employed to measure advertising effectiveness. The result
revealed that subjects in the induced positive mood group have a more positive
attitude and greater intention to try advertised products when compared with subjects
in the induced negative mood group. This suggests that advertisers should present
adverts in a context that elicits happiness’.
Key Words: induced affect; consumer attitude; intention; positive affect; negative affect
Introduction
Individuals often try to anticipate each other’s mood prior to interactions and read
others moods during encounters. In these ways, mood information is acquired and
used informally for social and professional interactions. For example, knowledge of
the boss’s mood on a particular day may help an employee anticipate the boss’s
reactions to a request for a pay raise. Analogously, knowledge of the consumers’
mood state in certain situations may provide marketers and advertisers with a more
complete understanding of consumers and their reactions to marketing strategies
and adverts.
2. Effect of Consumers Mood on Advertising Effectiveness
This mood-state knowledge may be particularly relevant for understanding
consumer behaviour as affected by the content of marketing communications and
adverts and the context in which these communications appear. Advertising
typically has some positive or negative content that can trigger affective reactions
(Coulter 1998). Early research on mood and persuasion indicated that people who
are in a positive mood are more susceptible to persuasion than the average person.
For example, Janis (1965) had some people read a persuasive message while they
ate a snack and drank soda, while others simply read the message without the
accompanying treats. Greater attitude changes occurred among the “munchers”
than among the “food free” group. Similar effects were also found among people
listening to pleasant music (McMillan and Huang, 2002).
Good feelings enhance persuasion partly by enhancing positive thinking. In a good
mood, people view the world through rose-coloured glasses. They also make faster,
more impulsive decisions, they rely less on systematic thinking, but more on heuristic
cues (Schwarx, 1991; Garner, 2004). Because unhappy people ruminate more before
reacting, they are less easily swayed by weak arguments. Thus, it has been
suggested that if you cannot make a strong case, it is a smart idea to put your
audience in a good mood and hope they will feel good about your message
without thinking too much about it (Schwarz, 1990).
One of the reasons for this, is proposed by the ‘feelings-as-information’ view, that
while negative moods signal to people that something is wrong in their environment
and that some action is necessary, positive moods have the opposite effect; they
signal that everything is fine and no effortful thought is necessary (Schawtz, 1990). As
a result, people in a positive mood are more persuadable because they are less
likely to engage in extensive thinking of the presented arguments than those in a
neutral or negative mood.
Although the ‘feelings-as-information’ view contends that happy people tend to rely
on peripheral route processing, an alterative cognitive response explanation – the
‘hedonic contingency view’ – asserts that this is not always the case (Wenger and
Petty, 1994).
According to this perspective, happy people will engage in a cognitive task that
allow them to remain happy and will avoid those tasks that lower their mood.
Research investigating this possible effect indicated that a happy mood can indeed
lead to greater message elaboration than a neutral or sad mood, when the
persuasive message is either uplifting or not mood threatening (mood congruent)
(Norris, Colmon and Aleixo, 2003; Coulter, 2003; Wegner, Petty and Smith, 1995). Thus,
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3. Europe’s Journal of Psychology
it appears that happy people do not always process information less than neutral or
sad people. Taken together, the above studies suggest that there is a likelihood that
mood has a lot of effect on the way messages are received and processed.
Therefore the aim of this study is to determine whether being in a positive mood or
negative mood affect audience evaluation of advertisement as effective or not
effective.
Materials and Methods
Design
A between-subject experimental design was employed to test whether positive or
negative affect induced by the film clips had any effect on advertising
effectiveness. Advertising effectiveness was measured by attitude towards the
advertised products scale and intention to buy the advertised products scale. The
adverts were embedded into the positive and negative film clips.
Setting
Two laboratories in the Department of Geography and Planning Science, Faculty of
the Social Science, University of Ado-Ekiti, Ekiti State were used for the study,
because of their quiet situation which allowed for a carefully controlled
environment.
Subjects
The research participants were three hundred and twenty (320) university
undergraduates drawn from the Faculty of the Social Science. Like most other
advertising research studies (e.g. Knoch and McCarthy, 2004; Fieldling et al, 2006;
Shenge, 2003; Morison et al, 2003) this study was conducted using undergraduate
students, but, unlike those studies, the participants were not paid for participating in
the research; neither did they receive any credit on any course for their
participation.
Materials
The adverstiments.
Unlike some previous advertising research (e.g., Kim and Biocca, 1997; Knap and
Hall, 2006; Puccinelli, 2006), utilizing existing adverts, specifically designed adverts
120
4. Effect of Consumers Mood on Advertising Effectiveness
were used for this study. Two undergraduate actors (male and female) recruited
through theatre organizations on a university campus served as the presenter of the
adverts. Before video taping the adverts for each product, the actors memorized
the product descriptions. Each person presented the two products to eliminate the
likely effect of sex of the advert presenter.
Participants’ mood manipulation
A 10-minute film clip was used to induce a negative or positive mood. Both the
negative clip and the positive clip were extracts from a home video titled “The
Bastard”. The positive clip was about a family that everything was going on well for;
the parents were prospering economically and in other respects, and the children
were gaining admission into university. The negative aspect was how a gang of
armed robbers came to wipe off the joy of the family by raping the daughter, killing
the father and son and leaving the mother and daughter with psychologically
traumatised. Extracting both positive and negative induced aspects from the same
film made it possible to use the same set of actors.
The two clips were subjected to a rating by a conference of experts with raters
expressing 100 percent rating for the sadness-eliciting clip and 70.5 percent rating for
the happiness-eliciting clip. Another set of 20 undergraduates also watched and
rated the clips on a ten-point scale; a reported feeling of sadness at 9.5 was
recorded for the sadness eliciting clip and a happy feeling of 8.0 was recorded for
the happiness eliciting clip. These mood-eliciting clips were combined with four types
of advert to produce eight adverts and affect types.
Psychological instruments
Attitude towards using advertised product was measured using a modified form of
Belch’s Semantic Differential Scale (1981) measuring attitude towards using
advertised products.
For reliability, Attitude Toward using Advertised Product Scale had a standardized
coefficient alpha of 0.81, coefficient alpha for part 1 (five-item) split-half alpha of
0.65, coefficient alpha for part 2 (five-item) split-half of 0.68, split-half of 0.74 and
overall reliability (Spearman-Brown) coefficient of 0.85 (Shenge, 2003).
For validity, there was a least correlated item-total correlation of 0.36 and a highest
correlated item-total correlation of 0.61.
121
5. Europe’s Journal of Psychology
Intention to try advertised product was measured using a ten-item set of opposite-in-
meaning evaluative factor adjectives earlier used by Shenge (1996). It measures
subjects’ intention to try the advertised product, which in real life advert practice, is
also viewed by the advertiser as instrumental for unticipating the audience’s final
purchase of the advertised product.
For reliability, the Intention To Try Advertised Product Scale had a standardized
coefficient alpha of 0.75, coefficient alpha for part 1 (five-items) split-half coefficient
alpha of 0.61 for part 2 (five-items) split-half of 0.57, split-half of 0.62 and overall
reliability (Spearman-Brown) coefficient of 0.77.
For validity, there was a least correlated item-total correlation of 0.33 and a highest
correlated item-total correlation of 0.48; also, a factor analysis result on intention
showed that there was a high degree of agreement among the intention scale
items (Shenge, 2003).
Procedure
Prior to the participants’ admittance to the laboratory, efforts were made to
minimize distraction by lowering the window blind. Efforts were also made to prevent
passers-by from making a noise and distracting the subjects. Participants were
randomly assigned to the various experimental groups.
After the instruction was given participants watched the film clips assigned to them.
Participants were not told the relevance of the film clips to the adverts. At the end of
the exercise, they rated their feelings about the adverts using the questionnaire
given to them. The completed questionnaires were collected and participants were
debriefed, thanked and politely sent away.
Results
Table of mean scores on advertising effectiveness as determined by sex of advert
presenter, product type and mood
Sex of advert presenter Product type Mood
Male female masculine feminine positive negative
39.61 40.99 41.16 40.05 44.50 32.05
122
6. Effect of Consumers Mood on Advertising Effectiveness
A summary of 2x2x2 ANOVA table: showing the effect of Sex of Advert Presenter,
Product Type and Mood on Advertising Effectiveness.
Source SS df MS F P
S. A. P (A) 126.920 1 126.920 1.92 NS
Product type (B) 333.869 1 333.869 2.05 NS
mood (C) 570.249 1 570.249 8.36 .05
AXB 38.934 1 38.984 0.59 NS
AXC 36.475 1 36.476 0.55 NS
BXC 108.631 1 108.631 1.64 NS
Error 19020.135 288 66.04
Total 612722.00 319
*S A P = Sex of advert presenter
The results revealed that induced affect had a significant effect on advertising
effectiveness (F (1, 318) = 8.36, P< .05). An observation of the mean score shows that
participants in the happy mood have a more positive attitude towards the
advertised product (x = 44.50) as compared to participants in the sad mood (x
32.05). This finding concurs with Schwarz and Clore’s (1988) findings that customers
will often use their feelings as information and, therefore, make judgment that are
congruent with the implications of these feelings.
Summary and discussion
This study experimentally examines the effects of mood on advertising effectiveness.
Sex of advert presenter and product types were build into the study to control for the
possible effect that they may have on the study. Positive and negative mood were
induced with the use of home video.
In measuring advertising effectiveness two criteria were combined: attitude towards
advertised product and intention to try advertised product. Belch (1981), Cacioppo
and Petty (1974), and Schroeder (2006) have found that multiple criteria were more
efficacious in measuring of advertising effectiveness than a single criterion.
The findings reveals that there is a significant effect of mood on advertising
effectiveness, but there are no significant effects of sex of advert presenter and
product type on advertising effectiveness
Wegener & Braverman (2004) provided evidence that people who are in a good
mood like adverts more and are more capable and willing to process message
123
7. Europe’s Journal of Psychology
information. This means that when people are in good mood they view the world
through rose-coloured glasses and evaluate events around them positively (Garsper,
2004). Various mechanisms have been proposed to explain this phenomenon.
According to the excitation or affect transfer hypothesis (Cantor, Zillman and Bryant
1975, Tavassoli, Shuitz and Fitzsimons 1995), the positive evaluation of the context is
transferred to the advert and, as a result, the advert is also positively evaluated.
Another explanation is the fact that a positive mood enhances advert processing
according to the hedonistic contingency theory (e.g. Lee and Sternthal, 1999).
People in a positive mood engage in greater processing of stimulus because they
believe that the consequences are going to be favourable. This explanation is similar
to that advanced by Isen (1984) who stated that knowledge structure (associative
networks) associated with good moods are generally more extensive and better
integrated than structures that are associated with bad moods (affective priming).
Aylesworth and Mackenzie (1998) provided a different explanation for the same
phenomenon. They established that television advert processing is better when
people were in a positive mood after seeing a programme. Their explanation is that
people who are in a bad mood after seeing a programme are still processing the
programme centrally while seeing the advert, as a result of which the advert is
processed peripherally. People who are in good mood after seeing a programme
are less inclined to analyse it further, and, therefore, are more capable of processing
the advert centrally. As a result, a media context that is well appreciated may lead
to a more positive appreciation of the advert shown in that context and to more
elaborate advert processing. The excitation transfer hypothesis and related theories
have been confirmed in several other studies (Goldberg and Gorn, 1987; Murry,
Lastovicka and Singh 1992; Lynch and Stipp, 1999).
The finding of this research lends credence to Puccineli’s (2006) findings that
participants in a good mood react positively to a salesperson who conveys positive
feelings and are willing to pay more for the product endorsed by the person, while
participants who are in a bad mood react negatively to such a person and are
willing to pay less for the product.
This finding contradicts some studies that concluded that a positive mood does not
lead to positive evaluation of advert, e.g., Cantor and Venus (1980), Derks and
Avora (1993). In their findings, using the contrast effect of Mayers – Levy and Tybount
(1997), they assert that message style that contrasts with the nature of the context
may lead to positive advertising effects.
124
8. Effect of Consumers Mood on Advertising Effectiveness
The study suggested that a positively evaluated environmental context, or a context
that evokes a positive mood, leads to a less positive advert evaluation and
especially less advert processing. This phenomenon is attributed to the fact that a
positive mood reduces the processing of stimulus information. According to the
cognitive capacity theory, a positive mood activates an array of information in the
memory that limits the recipient’s processing of incoming information (Mackie and
Worth, 1989).
It is worth noting that for an advert to achieve the desired aim of creating a
favourable impression in the mind of the audience it seems to be useful if members
of the audience are in a happy mood.
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About the author:
Dr A. B Owolabi is a lecturer in the Department of Psychology, University of Ado Ekiti
Nigeria. He is an industrial/organizational Psychologist with an interest in consumer
behavior and Psychology of advertising. He has published several articles in this area.
All correspondence should be address to;
Owolabi A. B, Department of Psychology, University of Ado Ekiti, Nigeria, P. m. b 5363
E-mail: labdem2005@yahoo.ca
127