Consumer Behaviour to Be Considered in Advertising: A Systematic Analysis and Future Agenda

The relationships between the multidimensional planned behavior model, green brand awareness, green marketing activities, and purchase intention

INTRODUCTION

This study investigates the determinants impacting consumer purchasing behavior.

METHODS

Utilizing multidimensional planned behavior theory alongside measures of brand awareness and green brand awareness, this study examines the mediating role of multidimensional planned behavior theory. Empirical data were gathered through a survey conducted among Generation Z university students, yielding 638 responses. Analysis was performed on 590 valid responses.

RESULTS

Findings indicate that green marketing initiatives and green brand awareness positively influence consumers' purchase intentions. Subdimensions of the theory of planned behavior (TPB), namely, attitude, subjective norms, and perceived behavioral control, serve to strengthen these relationships and mediate the interaction process.

CONCLUSION

This study contributes novel insights to the burgeoning field of green marketing literature, offering a structural model for firms and policymakers. It suggests that companies can effectively engage in informal consumer education through green marketing efforts, thereby influencing consumers' purchasing decisions via planned behavior. Moreover, such activities foster an increase in consumers' green brand awareness, providing companies with an opportunity to promote conscious consumer behavior. The study's utilization of the TPB is both timely and original, particularly in its alignment with the United Nations 2030 Sustainable Development Goals.

Perception and Impact of Food and Beverage Marketing on Children's Eating Behaviors and Associated Health Issues

BACKGROUND AND OBJECTIVE

Children are more susceptible to food and beverage marketing than adults, but little is known about the specific effects of marketing through the media most used by children. This study aims to discover variables that can help inform childhood obesity prevention strategies. Our findings indicate an association between food advertisements and children's consumption, evidencing a need for the concerned authorities to create strict guidelines that consider the nutritional value of advertised foods. This study aims to study the attitudes and practices of children related to their preference for unhealthy meals due to food marketing and their association with childhood obesity.

METHODOLOGY

A cross-sectional study of randomly selected guardians of children who were screened for obesity. A structured questionnaire was given to the children's parents.

RESULTS

The study found that most of the participants' children prefer fast food (291, 78.0%), eat healthy meals (287, 76.9%), and eat fruits and vegetables every day (198, 53.1%). Furthermore, most participants (340, 91.2%) indicated that they were aware of unhealthy diets, and 105 (28.2%) said their children were overweight. Most participants (326, 87.4%) also indicated that watching television (TV) was associated with eating high-calorie foods.

CONCLUSIONS

There is strong evidence that children exposed to food marketing develop attitudes about and choose unlimited healthy food and unhealthy foods, which negatively impacts their health. It is recommended that future research employs a wide range of methodologies to study contemporaneous marketing strategies.

The effects of self-other overlap and group efficacy on group-based anger and collective action tendency: An online experimental study

Collective emotions and actions represent foundational constructs in social psychology, significantly influencing societal dynamics and responses. Within this framework, the Self-Other Overlap (SOO) - wherein individuals perceive minimal distinction between their own and others' identities - has been identified as an impactful factor at the interpersonal level. However, the extrapolation of SOO's implications at the collective, group level remains an underexplored domain in contemporary research. In addressing this lacuna, the present research endeavors to elucidate the multifaceted implications of SOO on group emotions and actions, contextualized within societal challenges such as "food hygiene problems". Utilizing validated instruments including the Self-Other Overlap Scale, Group-Based Anger Scale, Collective Action Tendency Scale, and Group Efficacy Scale for Coping Situations, this study adopts a tripartite situational experiment, engaging a collective sample of 359 participants, systematically recruited via the Credamo smart research platform to ensure representativeness. Study 1 examined the potential influence of variable SOO degrees on Group-Based Anger (GA) and Collective Action Tendency (CAT). Study 2 further refined the exploration, discerning the differential impacts of SOO targets on GA and CAT. Conclusively, Study 3 sought to ascertain the potential moderating role of Group Efficacy (GE) within the SOO-GA-CAT relationship. The empirical findings yielded several salient insights: notably, an augmentation in SOO levels corresponded with an amplification of GA and CAT. Furthermore, a delineation in SOO targets, specifically from external to ingroup entities, manifested in a pronounced augmentation of GA and CAT. Intriguingly, while elevated SOO predisposed heightened CAT, the modulatory effect of GE on CAT manifested predominantly in lower SOO contexts. In summation, the present study underscores the pivotal role of SOO magnitude and orientation as determinants of GA and CAT. The nuanced interplay between SOO degree and GE, particularly vis-à-vis CAT, provides a fresh scholarly perspective, contributing to the enriched understanding of group dynamics and collective behavioral paradigms.

A Comprehensive Framework for Measuring the Immediate Impact of TV Advertisements: TV-Impact

Measuring the immediate impact of television advertisements (TV ads) on online traffic poses significant challenges in many aspects. Nonetheless, a comprehensive consideration is essential to fully grasp consumer reactions to TV ads. So far, the measurement of this effect has not been studied to a large extent. Existing studies have either determined how a specific focus group, i.e., toddlers, people of a certain age group, etc., react to ads via simple statistical tests using a case study approach or have examined the effects of advertising with simple regression models. This study introduces a comprehensive framework called TV-Impact. The framework uses a Bayesian structural time-series model called CausalImpact. There are additional novel approaches developed within the framework. One of the novelties of TV-Impact lies in its dynamic algorithm for selecting control variables which are supporting data sources and presumed to be unaffected by TV ads. In addition, we proposed the concept of Group Ads to combine overlapping ads into a single ad structure. Then, Random Forest Regressor, which is a commonly preferred supervised learning method, is used to decompose the impact into single ads. The TV-Impact framework was applied to the data of iLab, a venture company in Turkey, and manages its companies' advertising strategies. The findings reveal that the TV-Impact model positively influenced the companies' strategies for allocating their TV advertisement budgets and increased the amount of traffic driven to company websites, serving as an effective decision support system.

Exploring the Untapped Potential of Neuromarketing in Online Learning: Implications and Challenges for the Higher Education Sector in Europe

This research investigates the impact of applying neuromarketing techniques to three practical examples of higher education (HE) branding: an official college website page, an official college Facebook page, and recorded online video lectures used for teaching at HE institutions. The study was conducted in three different HE institutions with a representative sample of 720 participants, with n = 529 used for testing the CARE college website, n = 59 for testing the HAZEF Facebook page, and n = 132 for testing the emotional response of students studying online. To assess the participants' emotional responses, this study utilized automated facial coding through a webcam (15 Hz) and considered mood intensities. Additionally, a sentiment analysis was employed to verify the survey results and determine any discrepancies in the cognitive response. By analyzing gaze activity, movement patterns, and emotional responses, valuable insights were gained into students' behaviors and preferences. This study recommends incorporating neuromarketing research into HE branding and online teaching to enhance students' learning experiences. Overall, this study contributes to the understanding of human expectations and behaviors in response to online teaching and provides valuable insights for HE institutions in Europe.

The Impact of Mandatory Food-Marketing Regulations on Purchase and Exposure: A Narrative Review

(1) Background: Several governments have enforced a series of actions to improve the local food environment and reduce obesity-related diseases in the population by implementing statutory regulations to reduce or ban the marketing of products that are considered unhealthy based on nutrient profile systems or them being high in fat, sugar, and salt (HFSS); (2) Objective: This narrative review is aiming to provide a comprehensive exploration of the available evidence on the impact of identified mandatory regulations restricting food marketing, including advertisements and packages on the exposure and purchase of HFSS food products, to help justify the need for these regulations; (3) Methods: Articles were retrieved by searching electronic databases, including EBSCO Education, PubMed, Scopus, Web of Science, and Google Scholar from 2012 up to December 2022; (4) Results: A total of 12 articles were included in this review. Almost all mandatory food-marketing regulations have evidence in favor of reducing HFSS food purchases and exposure; (5) Conclusions: Protecting children and adolescents from food and beverage marketing through mandatory regulations is a crucial step toward tackling global childhood and adolescent obesity and securing a healthier environment for future generations.

Exploring global trends and future directions in advertising research: A focus on consumer behavior

This study aims to select the physiological and neurophysiological studies utilized in advertising and to address the fragmented comprehension of consumers' mental responses to advertising held by marketers and advertisers. To fill the gap, the Preferred Reporting Items for Systematic Reviews and Meta-Analyses (PRISMA) framework was employed to select relevant articles, and bibliometric analysis was conducted to determine global trends and advancements in advertising and neuromarketing. The study selected and analyzed forty-one papers from the Web of Science (WoS) database from 2009-2020. The results indicated that Spain, particularly the Complutense University of Madrid, was the most productive country and institution, respectively, with 11 and 3 articles. The journal Frontiers in Psychology was the most prolific, with eight articles. The article "Neuromarketing: The New Science of Consumer Behavior" had the most citations (152 T.Cs). Additionally, the researchers discovered that the inferior frontal and middle temporal gyri were associated with pleasant and unpleasant emotions, respectively, while the right superior temporal and right middle frontal gyrus was connected to high and low arousal. Furthermore, the right prefrontal cortex (PFC) and left PFC were linked to withdrawal and approach behaviors. In terms of the reward system, the ventral striatum played a critical role, while the orbitofrontal cortex and ventromedial PFC were connected to perception. As far as we know, this is the first paper that focused on the global academic trends and developments of neurophysiological and physiological instruments used in advertising in the new millennium, emphasizing the significance of intrinsic and extrinsic emotional processes, endogenous and exogenous attentional processes, memory, reward, motivational attitude, and perception in advertising campaigns.