Chung Hui Tseng Tamkang University Taiwan April 22, 2013 1 I. INTRODUCTION Brand names and slogans can be used as effective tools to improve brand equity and brand identity However, few studies have examined the effect of brand names and slogans separately. we empirically investigated the priming effect of brands and slogans with various appeals. The results of this study can contribute to the field of brand research. 2 II. LITERATURE REVIEW Researchers have recently found that brand names and slogans have a subconscious effect on the thinking, intentions, and behaviors of consumers. The priming effect occurs when exposure to a stimulus influences a response to a subsequent stimulus. Exposure to a stimulus can be regarded as exposure to a brand name or slogan, and a response to a subsequent stimulus can be regarded as the reaction of consumers when shopping. Therefore, we examined whether the priming effect of a brand name or slogan is the same. 3 II. LITERATURE REVIEW Based on the persuasion knowledge model, most consumers agree that the content of a slogan has a persuasive purpose. If consumers frequently encounter slogans they disagree with, a mental correction mechanism may occur in the minds of these consumers. The correction mechanism adjusts responses to subsequent stimuli, and these responses are inconsistent with the message of the slogan. 4 II. LITERATURE REVIEW However, most researchers argue that a brand name, compared with a slogan, is a characteristic of a product and does not convey an obvious persuasive purpose. Therefore, brand names do not illicit mental corrections in the minds of consumers. 5 II. HYPOTHESES DEVELOPMENT H1: With a savings appeal, the priming effect of slogans results in weaker attitudes of consumers than that of brand names. H2: With a savings appeal, the priming effect of slogans results in lower willingness to pay than that of brand names. H3: With a sharing appeal, the priming effect of slogans results in lower attitudes of consumers than that of brand names. H4: With a sharing appeal, the priming effect of slogans results in lower willingness to pay than that of brand names. 6 III. METHODLOGY Figure 1 The Research Framework Sources of Priming Effect *Brand Names *Slogans Appeal Types *Saving *Sharing Consumers’ Attitude Consumers’ Willingness to Pay 7 III. METHODLOGY This study used a 2 (sources of priming effect) x 2 (appeal types) between-subject experimental design. The experimental brand names were selected from famous brands in the local market. Using convenience sampling, college students from two classes were recruited as participants. The experimental process included two steps: (a) a memory test to trigger the priming effect; and (b) commencing 1 hr after the first step, the participants had to complete a questionnaire to measure their reactions to the brand names and slogans. 8 III. METHODLOGY The savings appeal in our experiment Watsons (a local cosmeceutical store) versus its slogan, “We will refund the money if our price is more expensive than other stores,” Tsann Kuen (a local 3C hypermarket) versus its slogan, “We help you save more money rather than cutting the price to the bottom.” The sharing appeal in our experiment Maxwell (a coffee brand) versus its slogan, “Share good things with good friends,” Nestle (a coffee brand) versus its slogan, “I would like to drink a cup of coffee with you even though I am so busy.” 9 IV. RESULTS A total of 122 valid questionnaires were collected, including 61 valid questionnaires from the savings appeals group and 61 valid questionnaires from the sharing appeals group. To test the hypotheses of savings appeals, two MANOVAs (Tables 1 and 2) were used to analyze the data. H1 & H2 were supported. To test the hypotheses of the sharing appeal, two additional MANOVAs (Tables 3 and 4) were used for data analysis. H3 & H4 were not supported. 10 V. CONCLUSION The attitudes and willingness to pay of consumers toward slogans are weaker than those toward brand names in a savings appeal, whereas their reactions toward slogans are stronger than those toward brand names in a sharing appeal. The results indicate that mental correction is triggered by the savings appeal, and not by the sharing appeal. In other words, consumers tend to be persuaded by messages from the sharing appeal, and not from the savings appeal. In brief, the mental correction mechanism in the minds of consumers may be influenced by various types of appeals. 11 V. CONCLUSION We suggest that future studies include various appeals, brand names, and slogans to contribute to the generalization of this theme. Our results may be limited to the convenient sampling of college students. Future studies must research various samples to determine whether the results are consistent with those provided by our study. Finally, a number of brand names are occasionally included in the content of their slogans; therefore, it is useful to examine the priming effect of these types of slogans. 12 Thank you! Tseng, Chung Hui Assistant Professor Department of International Business Tamkang University Taipei, Taiwan, R.O.C. E-mail: [email protected] 13
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