Record Details

The Priming Effects of News about Asia on Attitudes toward Advertisements with Asian Models

International Journal of Economic Practices and Theories

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Field Value
 
Title The Priming Effects of News about Asia on Attitudes toward Advertisements with Asian Models
 
Creator Gao, Zhihong
Scorpio, Elaine A.
 
Subject Marketing
Priming effects, Asian model, advertising, news context, experiments
M31
 
Description Advertisements frequently interact with editorial content, so that the editorial context functions as primes on the reading of advertisements. This is especially true in the case of online advertising, where advertisers have less control over where their ads will appear due to the inherent nature of online advertising buying. To investigate the effects of the editorial context on advertisements, this paper reports the results of two experiments that investigated the priming effects of news about Asia on attitudes toward advertisements with Asian models. The first experiment manipulated types of negative news about China as primes and compared their effects on an advertisement with either an Asian or a white model and found that model ethnicity influenced ad and brand attitudes. Negative news items about China produced priming effects, and the outcomes were both contrastive and assimilative. The second experiment used both positive and negative social news about China and Japan as primes. There were no country effects; rather positive and negative news about Asian countries had similar priming effects on advertisements with Asian models.
 
Publisher International Journal of Economic Practices and Theories
 
Contributor —
 
Date 2014-02-01
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Peer-reviewed Article
 
Format —
 
Identifier http://www.ijept.org/index.php/ijept%20/article/view/The_Priming_Effects_of_News_about_Asia_on_Attitudes_toward_Advertisements_with_Asian_Models
 
Source International Journal of Economic Practices and Theories; Vol 4, No 2 (2014): Special issue on Marketing and Business Development; 119-134
2247 – 7225
 
Language eng
 
Relation http://www.ijept.org/index.php/ijept%20/article/view/The_Priming_Effects_of_News_about_Asia_on_Attitudes_toward_Advertisements_with_Asian_Models/ijept_4_2_3