Master’s Thesis
Socioemotional Selectivity Theory, the Silver Market
and Responses to Persuasive Messages
Silke B. Manschot
Student ID-card numbers: 6185479, 10117741 Supervised by: Dr. Margot J. van der Goot Master’s programme Communication Science Graduate School of Communication
Abstract
The Socioemotional Selectivity Theory (SST), developed by Carstensen (1997) can function as an underlying mechanism to explain different responses between young adults and seniors towards persuasive messages. Previous research indicated that seniors have a more
favourable attitude towards emotionally (versus rationally) appealing messages (Williams & Drolet, 2005). When a person’s ‘future time perspective’ changes (from expansive to limited) as a result of ageing, the SST postulates that the way information is processed, changes along. Thus support was found that seniors remember more information from an emotionally (versus a rationally) appealing message (Fung & Carstensen, 2003). Given the fact that Dutch seniors watch approximately 4 hours of television per day, the current study tried to replicate these findings (that were obtained with print advertisement) in audio-visual commercials. Some of the hypotheses were confirmed as respondents remembered more information from an emotionally (versus a rationally) appealing commercial. A main effect of age was found for attitude towards the product and brand (of the commercial). However limited, the findings of this study are consistent with the SST and implicate that emotionally (versus rationally) appealing commercials seem to be preferred by seniors.
Table of Contents
Introduction ... 1
Theoretical Framework ... 2
Socioemotional Selectivity Theory ... 2
Future time perspective ... 3
Motivations and goals ... 3
Information processing ... 4
SST and empirical research ... 5
Responses to persuasive messages of young adults and seniors... 5
Study 1 ... 5 Study 2 ... 5 Hypotheses development ... 6 Method ... 8 Experimental design... 8 Participants ... 8 Sample... 8 Procedure ... 9 Stimulusmaterial ... 10 Measurements ... 11 Dependent variables ... 11 Control variables ... 13 Manipulation check ... 14 Control variables ... 15
Additional relevant correlations ... 15
Distribution of control variables ... 15
Hypothesis Testing... 15
Conclusion and Discussion ... 18
Limitations and Future research ... 20
Managerial implications... 20
References ... 21
Appendices ... 25
I Emotional and rational appeal texts... 25
II Stimulus material... 26
1
Introduction
Expectations are that in 2025, 22% of all Dutch citizens will be aged 50 or older (“Grote gemeenten goed…”, 2013). Not only in the Netherlands, but on a global scale the ‘Silver Market’ is emerging (Kohlbacher and Herstatt, 2008). The term ‘Silver Market’ was coined in Japan, and refers to the senior population of a country and their current prosperous situation (“This new generation…”, N.d.). As for Japan, seniors in the Netherlands are nowadays the target group with the most financial resources (Welvaart in Nederland, 2012), thus representing the marked growth of an influential group of consumers which can be targeted by marketers for revenue purposes. It therefore seems appropriate and beneficial to consider the preferences of seniors for advertisements.
The Socioemotional Selectivity Theory (SST), developed by Carstensen (1992) can function as an underlying mechanism to explain different responses between young adults and seniors towards persuasive messages. This theory postulates that the process of ageing is unavoidably coupled with a daunting and pressing awareness that ‘time is running out’. Whereas people in their twenties or thirties feel they have most of their lives ahead of them, people aged fifty or older experience being in the so-called ‘second half’ of their lives. The SST holds that, because of a limited ‘future time perspective’, motivations start to shift in emphasis. More specifically, whereas young people are inclined to gather new knowledge and information, seniors tend to focus on emotional wellbeing (Carstensen, Isaacowitz, & Charles, 1999). In the research field of ‘persuasive messages’, several experiments involving print
advertisements (Chowdhury & Micu, 2010; Drolet, Williams, & Lau-Gesk, 2007; Fung & Carstensen, 2003) indicated that seniors prefer emotionally meaningful messages, as compared to messages appealing to rational fulfilling goals. These findings were consistent with the SST and showed that a different selection process occurred that affected the way information was processed. This means that seniors remember more from an emotionally (versus rationally) appealing commercial as this appeal is consistent with the preference to fulfil emotional meaningful goals. In addition to an enhanced memory, seniors were found to have a more favourable attitude towards emotionally (versus rationally) appealing
2 Given the fact that seniors in the Netherlands watch on average four hours of television per day (“SKO Jaarrapport 2013”, 2013), it is surprising that until now no research has been conducted to replicate these findings for responses to audio-visual commercials (as opposed to print advertisements). As a result of the foregoing considerations, in the current research an experiment will be conducted where young adults and seniors are exposed to emotionally (versus rationally) appealing commercials. Responses in terms of cognitive, affective and conative effects will be measured. The following research question thus emerges:
What are the cognitive, affective and conative effects of an emotional appeal (versus a rational appeal) in an audio-visual advertisement, and how are these effects
moderated by age?
Addressing seniors in a population, the first important demarcation to define a senior would be age. Yoon and Powel (2012) point out that opinions on this issue diverge. For example, the World Health Organisation holds that in most developed countries people aged 65 and older are seen as an elderly person, but this does not coincide with situations in more underdeveloped countries (“Definition of an …”, n.d.). The age of 50 is often used as a common benchmark for marketers or academics (Carrigan & Szmigin, 1999; “Visie op vergrijzing…”, 2003) . This will be applied to the present research project so that persons aged 50 or older are defined as seniors.
Findings of the current study could be advantageous to marketers in order to gain more insight into the advertisement preferences of seniors. Moreover, the present research might add to the growing body of scientific knowledge that looks at distinctive responses of seniors towards persuasive messages, that are correlated with ageing (Drolet,Williams, & Lau-Gesk, 2007). Also for the senior target group itself, it would be beneficial if the current supply of commercial content would correspond with their communication preferences.
Theoretical Framework
Socioemotional Selectivity Theory
The tripartite argument of the Socioemotional Selectivity Theory (SST) is as follows: 1) The SST provides that people can either experience time as expansive or as limited, which
3 changes as a result of ageing, as people become increasingly aware of the brevity of life. (Carstensen, 1992, Carstensen et. al., 1999). 2) Whereas young people are more inclined to gather new information and gain more knowledge, seniors prefer to focus on emotionally meaningful goals, like spending time with close social contacts. 3) This shift in goals affects how information is (un)consciously processed. These three constituents that comprise the SST, are discussed respectively in the following sections and are visualized in the created Figure 1.
Future time perspective
A future time perspective, which can either be limited or expansive (Carstensen, Fung, & Charles, 2003) affects the type of goals people will try to pursue. With an expansive time perspective, people are more future-oriented (Williams & Drolet, 2005). Conversely, people that experience time as limited are more present-oriented and are inclined towards pursuing goals that are immediately gratifying (Carstensen et. al., 2003). Spending time with close social contacts that improve immediate emotional well-being thus becomes more important for present-oriented people.
Ageing is a natural determinant that influences future time perspective (Carstensen et. al., 2003). The SST postulates that the process of ageing is unavoidably coupled with a daunting and pressing awareness that ‘time is running out’. Whereas people in their twenties or thirties feel they have most of their lives ahead of them, people aged fifty or older experience being in the so-called ‘second half’ of their lives. Nonetheless, Carstensen et. al. (2003) point out that not age per se, but a perceived closeness to the end of life affects an individual’s time perspective. This means that future time perspective can be manipulated or temporarily changed as a result of changes in the environment.
Motivations and goals
In general, people always strive to reach certain goals, and therefore are motivated to reach these goals. Carstensen (1992) argues that a general demarcation can be made between emotionally meaningful goals and rational goals. Emotionally meaningful goals relate to feelings, being close and valuable to others and balancing emotional states (Fung &
Carstensen, 2003). Emotionally goal oriented people tend to prioritize spending time with a smaller circle of meaningful social partners over a large group of acquaintances or novel
4 social partners (Carstensen et. al., 2003). Therefore, Carstensen et. al. (1999) state that
emotionally meaningful goals include “the desire to find meaning in life, gain emotional intimacy, and establish feelings of social embeddedness”, (p. 166). The second category, labelled as rational goals, are goals that focus on expanding one’s horizon, making new social contacts, developing new skills, acquiring new information and knowledge or being more analytical (Fung & Carstensen, 2003). These goals accommodate being prepared for the future, which is meaningful and relevant for people who perceive their future time perspective as expansive (Williams & Drolet, 2005). Therefore, perceiving future time as either limited or as expansive, influences the type of goals people will try to fulfil.
Information processing
When a person’s future time perspective changes (from expansive to limited) as a result of ageing, the SST postulates that the way information is processed, changes along. As seniors become more focussed on fulfilling emotionally meaningful goals, a different selection process occurs where information that is consistent with emotionally meaningful goals, will be better remembered and will lead to a more favourable attitude. This alteration in the processing of information is an interesting element of the SST, as the aforementioned
motivational shift, argue Carstensen et. al. (2003), affects “areas that are under less conscious control, such as cognitive processing” (p. 116). Thus the processing of information, observed in an enhanced memory or attitudinal evaluations of information, might be subject to change because of ageing.
Figure 1. Visualization of the three elements that constitute SST.
•Future time percieved as limited • Future time perceived as
expansive Future
Time Pespective
•Emotionally meaningful goals •Rationally appealing goals Type of goal •Memory •Affect Information processing
5
SST and empirical research
Responses to persuasive messages of young adults and seniors
Experimental research performed by Fung and Carstensen (2003) and Williams and Drolet (2005) found support that seniors exhibit an enhanced memory for, and an improved attitude towards, emotionally meaningful advertisements, as compared with rationally appealing advertisements. These findings will be discussed in detail.
Study 1
Results of the study of Fung and Carstensen (2003) showed that seniors (ranging from 56 to 89 years) remembered more information from the emotionally (versus the rationally)
meaningful advertisement. Whereas young adults (ranging from 15 to 36 years) remembered more information from the advertisement that addressed rationally appealing goals. Since no significant differences were found on the subjective evaluation of the type of advertisement between the seniors and the young adults, a second experiment was conducted. In the latter case respondents were forced to choose out of two advertisements, which did result in a preference of seniors for the emotional advertisement. The researchers did not find evidence for an advertisement preference in the young adults, however. Also no support was found for the expectation that a manipulated, expansive time perspective would influence
advertisement preferences or memory among young adults or seniors.
Study 2
Williams and Drolet (2005) found support for a three-way interaction effect between type of appeal (emotional vs. rational), age, and time perspective (expansive, limited or control). The most relevant results were that seniors remembered more information from the emotional appeal, as well as exhibiting a more favourable attitude. Young adults remembered more information from the rationally appealing advertisement and also exhibited a more favourable attitude towards the rationally appealing advertisement.
Comparing study 1 and study 2
It is worth noting that Williams and Drolet (2005) explain why Fung and Carstensen (2003) lacked the significant results they did find. The stimulus material used by Fung and
6 advertisements, featuring more elaborate information about relevant attributes of the two type of appeals of the advertised products, which were pretested beforehand. Further, two
arguments are provided to explain the lack of support for the time horizon perspective. Fung and Carstensen might have confounded rationally appealing goals with the time horizon perspective. To be more specific, a slogan like ‘Expand your horizon’, might trigger the perception of an expansive time horizon perspective unintentionally. In the research of Williams and Drolet (2005) the type of appeal and the time perspective were separated more clearly. In the present research, these findings will be addressed to compose stimulus material that strongly manipulates the type of goal, without confusing the content with future time perspective. In addition, the emotionally meaningful and the rational appeal consist of an elaborate text based on the pre-tests of Williams and Drolet (2005). It seems a sound argument that a single slogan is not precise enough to measure the difference between the two types of appeals, as Fung and Carstensen (2003) did.
Hypotheses development
Responses of young adults to persuasive messages have been researched, but so far, no decisive conclusions can be drawn. Drolet, Williams and Lau-Gesk (2007) conducted an experiment where a three-way interaction effect was found. This experiment looked at the type of product (hedonic vs. utilitarian), type of appeal (emotional vs. rational) and age (young adult vs. seniors). Whereas seniors preferred and remembered the emotional appeal for both product types, young adults displayed a different pattern. For hedonic products, an emotional appeal would lead to an increased preference and recall. On the other hand, for utilitarian products, a rational appeal would lead to an increased preference and recall. In addition, the research of Williams and Drolet (2003) found that young adults exhibited an increased recall and attitude for advertisements with a rational appeal. Fung and Carstensen (2003) did not find any preferences or enhanced memory among young adults.
In sum, two studies found support that seniors have a more favourable attitude towards emotionally appealing messages (Fung & Carstensen, 2003; Williams & Drolet, 2005). Moreover, seniors remembered more information from print advertisement that were emotionally (versus rationally) appealing. Similar cognitive and affective responses are expected when seniors are exposed to audio-visual commercials that are emotionally (versus
7 rationally) appealing. Owing to the fact that not all the relevant research indicates an
enhanced attitude or memory among young adults towards a certain type of goal, the following hypotheses have been formulated:
H1. The effect of an emotionally (versus a rationally) appealing audio-visual
commercial on attitude towards a) the commercial, b) the product and c) the brand is moderated by age, such that seniors have a more favourable attitude towards an emotionally (versus a rationally appealing) commercial, whereas younger adults do not have a more favourable attitude towards an emotionally appealing commercial.
H2. The effect of an emotionally (versus a rationally) appealing audio-visual commercial on purchase intention is moderated by age, such that seniors show an enhanced purchase intention for an emotionally (versus a rationally) appealing
commercial, whereas young adults do not show an enhanced purchase intention for an emotionally appealing commercial.
H3. The effect of an emotionally (versus a rationally) appealing audio-visual
commercial on a) brand recall, b) brand recognition, as for c) content recognition (of the commercial), is moderated by age, such that seniors remember more from an emotionally (versus a rationally) appealing commercial, whereas younger adults do not remember more from an appealing commercial.
Figure 2. Conceptual model.
+
Dependent variables
Cognitive
(brand recall, brand recognition and content recognition)
Affective
(attitude towards the commercial, product and brand Conative (purchaseintention) Type of Appeal Emotionally appealing vs. rationally appealing commercials Age
8
Method
Experimental design
The experimental design consisted of a 2 (Type of appeal: emotional versus rational) * 2 (Age: young adults versus seniors) in-between subjects design. Respondents (N = 159) were randomly assigned to one of the two conditions, where 80 respondents viewed the emotional appeal and 79 respondents (49.7%) viewed the rational appeal.
Participants
Approximately 250 people were invited by e-mail. The invitation also included a request to forward the e-mail to other relatives (it appeared that many relatives did follow this request) and the invitation was also posted on Facebook. Therefore, as a snowball sampling method was used, the total amount of people that were contacted is not possible to indicate. More than 195 respondents started the survey. However, 27 respondents did not complete the survey so their answers were deleted. In total N = 169 completed the survey. Respondents were supposed to be aged between 18 and 30, and 50 or older. This was clearly stated in the invitation. Nevertheless, 9 people aged between 31 and 49 participated, so their answers were not included in the analyses. After checking the data, the final number of participants was N = 159.
Sample
Respondents varied in age from 18 - 86 years (M = 48.53, SD = 20.32). 40.3% of the sample consisted of young adults and 59.7% consisted of seniors (young adults were labelled as 1 and seniors were labelled as 2) and 67.3% of the participants were female. The mean age of the young adults was 24.63 years (SD = 2.94) with a range of 18 to 30. In the group of young adults (n = 64), 71.9% of the participants were females. 42 young adults (65.6%) had a paid job and 35.9% indicated their highest completed education was a bachelor. The mean age of the senior group was 63.23 years (SD= 9.08) with a range of 50 to 86. In the group of seniors (n = 94) 63.6% of the participants were females. 44 seniors had a paid job and 48.5%
indicated their highest education was either a Master or a ‘doctoraal’. As for the total sample, 45 respondents (28.3%) indicated their highest completed education was HBO, 25
respondents (15.7%) indicated to have completed a bachelor and 62 respondents (39.0%) indicated their highest completed education was either a master or a ‘doctoraal’.
9 These results demonstrate that the sample was highly educated.
Procedure
In the invitation, information was provided about the amount of time it would take to complete the questionnaire and that participation was completely anonymous. A link was provided so the respondents could participate in the research by using their own computer, or any other device like a smartphone or a tablet. The questionnaire was created by using the software from Qualtrics. The respondents first read a short introduction which provided information about their anonymous participation and contact information of the project leader and the Ethics Commission. The introduction was completed by asking respondents to give their informed consent. The following part of the questionnaire consisted of a short
explanation, how to answer the questions (an example of a Bipolar Likert scale and 7-point Likert scale were provided.) Respondents were then asked to check whether the volume of their device was working properly. Subsequently respondents were randomly assigned to one of the experimental conditions. Then the respondents watched the stimulus material. After 46 seconds (the time it would take to watch the complete commercial) respondents were able to click to the next page. The following questions were similar for all respondents.
First questions about attitude towards the commercial, product and brand were asked, followed by purchase intention. Then questions concerning brand recall, brand recognition and content recognition (of the commercial) were presented, followed by a manipulation check. Subsequently questions about product use and product involvement were formulated. These were succeeded by the future time perspective scale. The following questions
addressed demographics like age, education and gender. Succeeding to these questions, a control check was included, inquiring whether respondents watched the full commercial and were able to hear the sound of the commercial. The last part of the questionnaire consisted of enabling respondents to comment on the commercial and the research. Respondents could leave their email address in order to receive the main findings of the research. Finally,
respondents were thanked for their participation and once more the contact information of the researcher was provided.
10
Stimulusmaterial
The created stimulus material was based on prior research of Williams and Drolet (2005) who conducted three pre-tests to establish the final stimulus material. The first pre-test these researchers conducted, was designed to inquire which products were perceived as neutral, namely not extremely emotional or rational, by both young adults and seniors. One of the products perceived as a neutral product by both target groups was coffee. This finding was in line with research performed by Ratchford (1987). Various products were tested along the two dimensions of the ‘FCB-grid: 1) the ‘think/feel’ dimension, where products could either be viewed as emotional or as rational and 2) the involvement dimension, where products could either be low or highly involving. Coffee appeared as a product that was perceived as neutral and with an average level of involvement (Ratchford, 1987).
The second pre-test was designed to distinguish the ten most relevant product attributes of coffee that were perceived as either emotional or rational, by both target groups (Williams & Drolet, 2005). Lastly, in the third pre-test, the composed print advertisements, containing a text with the most relevant emotional and rational product attributes, were tested for relevance and credibility among the two target groups. Moreover, respondents were asked whether they viewed the advertisement as emotional or rational. Results showed that the advertisements were perceived as moderately relevant and credible. Young adults and seniors both perceived the intended emotional and rational appeals as such. The created print
advertisements therefore consisted of an image of the product, a text ranging from 65 to 80 words and a time horizon perspective manipulation (Williams & Drolet, 2005). Coffee was therefore chosen to use in the current research, as this was perceived as a neutral product and equally involving for young adults as for seniors (Ratchford, 1987; Williams & Drolet, 2005).
Thus, an emotionally and a rationally appealing text about the product coffee, were created. The original texts composed by Williams and Drolet (2005) were translated to Dutch; first by the researcher, then by a professional translator. These two versions were compared and a final version was created. (Appendix I consists of the original and the translated texts.) The brand name for the product, ‘Coffea’ that was created in prior research (Williams & Drolet, 2005) was also used in the current study. A control question, inquiring whether respondents were familiar with the brand Coffea before participating in the research, showed that 158
11 answered answered with ‘no’, whereas one respondent answered ‘yes’. As only one
respondent reported being familiar with the brand, it was decided to continue with the created brand name.
Subsequently a professional singer, who was experienced with professional recording
equipment, recorded the two texts. Then a professional video-editor combined visual material with music, the logo of the brand and the voice-over. The visual material consisted of various images of the product coffee. For example, images of roasted beans, an image of a person pouring coffee in a glass, were displayed. Human figures were also visible, but no emphasis was made on the expression of their faces, in order to avoid emotionally appealing visuals. The accompanying music belonged to the song ‘Samite’ from Wasuze Otya, and was part of the cd ‘A Putumayo blend…. Music from the coffee lands’. The music fragment used for the commercial included a soft voice singing in an African language, but was mostly
instrumental. In the end of the commercial, the created logo of the brand was displayed for 4 seconds. The commercials were created in HD quality; this would prevent that the imagery was not sharp if sizes of the (computer) screens of respondents, would vary. Moreover, the visuals and the timing of the sequences were edited to fit with both appeals. (Appendix II consists of the visuals of the stimulus material, combined with the texts of the two types of appeals.)
Measurements
Dependent variables
Attitude towards the commercial. Attitude towards the commercial was measured with four items: “De reclame vind ik: leuk-niet leuk, negatief-positief, onaangenaam-aangenaam and slecht-goed”, measured on a 7-point scale (Machleit & Wilson, 1988). These four items loaded on one factor that proved to be reliable (EV = 3.06, R2 = .76, α =. 90, M = 4.45, SD = 1.14).
Attitude towards the product. Attitude towards the product was measured with four items: “Het product vind ik: Leuk-niet leuk, negatief-positief, onaangenaam-aangenaam and slecht-goed” (Machleit & Wilson, 1988) measured on a 7-point scale. These four items proved to be one factor with sufficient reliability (EV = 3.34, R2= .83, α =. 93, M = 4.99, SD = 1.14).
12 Attitude towards the brand. Attitude towards the brand, was measured with four items: “Het merk vind ik: “Leuk-niet leuk, negatief-positief, onaangenaam-aangenaam and slecht-goed”, measured on a 7-point scale (Machleit & Wilson, 1988). These four items loaded on one factor that proved to be reliable (EV = 3.54, R2 = .88, α = .96, M = 4.34, SD = 1.20).
Purchase intention. The variable purchase intention, was measured with 2 items: “Hoe waarschijnlijk is het volgende voor u, na het zien van deze reclame? 1) Ik zal het product aanschaffen.” And 2) “Ik zal het product aanbevelen aan anderen.” These two items were measured on a 7-point scale, ranging from 1 (zeer onwaarschijnlijk) to 7 (zeer waarschijnlijk) and proved to be one factor with sufficient reliability (EV = 1.81, R2 = .90, α = .89, M = 2.56, SD = 1.49).
Brand recall. Recall measures entail asking respondents to describe content of the message that he or she has seen (Shapiro, 1994). Unaided brand recall was therefore measured with the question: “Kunt u de naam van het merk in de reclame herinneren? Schrijf de naam dan s.v.p. hieronder op.” Right answers Coffea, COFFEA and coffea, were coded as 1, whereas all the other answers were coded as 0. It appeared that 68 respondents (42.8%) gave the correct answer, opposed to 91 respondents (57.2%) that gave the wrong, or no answer (M = .43, SD = .50).
Brand recognition. Recognition measures entail presenting messages to respondents (Slater, 2004). Brand recognition was therefore measured by asking the following question: “Als u naar de volgende merken kijkt, kunt u het merk van de reclame daaruit selecteren? KoffieQ, Coffea, Coffee, Kaffa, CoffeeQ, Weet niet”. The correct answer, Coffea was coded with value 1; all the other items were coded with value 0, resulting in 135 respondents (84.9 %) that selected the right answer versus 24 respondents (15.1 %) that gave the wrong answer (M = .85 SD = .36).
Recognition content of the commercial. Recognition of content of the commercial (content recognition) was measured by a recognition measure, with the following question: “Welke van de volgende woorden waren onderdeel van de tekst van de reclame? Selecteer de woorden die u zich kunt herinneren. Fluweelzacht, supermarktprijzen, mensen, zuurgraad, aroma, genieten, passie, cafeïnevrij, vacuum, assortiment, Geen van deze woorden waren
13 onderdeel van de tekst, Ik herinner geen woorden.” Five of the ten words belonged to the emotional appeal and the other five words belonged to the rational appeal. Words that belonged to the right condition were then added. As many respondents not only chose words from the correct condition, the amount of wrong answers was subtracted from the amount of right answers, thus values ranged between -5 and 5 (M = 2.35, SD = 1.69).
Control variables
Education. Education was measured with the following question; “Wat is uw hoogst
afgeronde opleiding?” The answer categories ranged from 1) Lagere school (basisonderwijs), 2) Lager beroepsonderwijs (LBO, huishoud-/ambachtsschool), 3) Voorbereidend of kort middelbaar beroepsonderwijs (VMBO, KMBO), 4) Middelbaar algemeen onderwijs (MAVO, MULO, 3-jaar HBS), 5) Middelbaar beroepsonderwijs (MBO, MTS, MEAO), 6) Voortgezet algemeen onderwijs (5-jaar HBS, HAVO, Atheneum, Gymnasium, VWO), 7) Hoger
beroepsonderwijs (HBO, HTS, HEAO, Sociale Academie), 8) Wetenschappelijk Onderwijs - (Bachelor of Kandidaats), 9) Wetenschappelijk Onderwijs - (Master of Doctoraal). Due to the senior sample, many categories contained various names; the new and old title of the
completed education. Results showed that the sample was highly educated ( M = 7.65, SD = 1.43).
Paid job. Paid job was measured by asking: “Heeft u op dit moment een betaalde baan?” with 1 (yes) and 2 (no) as the answer categories. 83 respondents had a paid job (52.2%) and 76 respondents did not have a paid job.
Product involvement. Product involvement was measured with the following three items: “Voor mij is koffie: irrelevant-relevant, aantrekkelijk-niet aantrekkelijk, niet interessant- interessant.” An additional two items were formulated as: “Ik drink koffie…”, “Ik koop koffie…”, where the answers ranged from 1 (nooit), to 7 (heel vaak). These five items loaded on one factor that proved to be reliable (EV = 4.24, R2= .85 α = .95, M = 5.17, SD = 1.72).
Future Time Perspective. The validated Future Time Perspective scale (FTP-scale) composed by Carstensen et. al. (2003) was initially developed in English but translated to Dutch (FTP-scale Dutch translation, n.d.). This FTP-(FTP-scale measures, consisting of ten items, whether
14 people experience an expansive or a limited time perspective. Item 3, 5 and 9 focused on a limited time perspective, so these items were reverse ordered before continuing with any further analyses. All ten items were measured on a 7-point scale, ranging from 1 (helemaal onwaar), to 7 (helemaal waar). A principal component analysis indicated that there were two components with an eigenvalue above 1 (EV = 4.38, R2 = .43, EV = 1.57, R2 = .15) and proved to be reliable (α = .83, M = 4.24, SD = 1.03) (the two components were added to form the validated, FTP- scale).
Manipulation check
Emotional arousal. Emotional arousal, was measured with four items: “In hoeverre bent u het eens met de volgende uitspraken?” De reclame raakte mij. Ik voelde mij betrokken bij de reclame. De reclame maakte indruk op me. De reclame deed mij niets” (Vettehen, Nuijten, & Peeters, 2008) and measured on a 7-point scale, ranging from 1 (zeer mee oneens) to 7 (zeer mee eens). These four items proved to be one factor with sufficient reliability (EV = 3.05, R2 = 750, α = .86, M = 3.10, SD = 1.49).
Is the commercial objective. An additional question was asked: “De reclame vond ik objectief” (M = 4.13, SD = 1.73), measured on a 7-point scale, ranging from 1 (zeer mee oneens) to 7 (zeer mee eens).
Results
Preparatory analyses
Manipulation check
Results of the independent t- test displayed that the manipulation of emotional arousal did not succeed. Participants in the emotional appeal group (M = 3.21, SD = 1.60) did not have a significant higher score than participants in the rational appeal group (M = 2.99, SD = 1.37), on emotional arousal (t(157) = -.93, p = .356). In addition, results indicated that participants in the emotional appeal group have a significant lower score on the question “Ik vond de reclame objectief” (F(1, 157) = 7.38, p = .007, M Emotional appeal = 2.64, SD = 1.39 and M Rational appeal = 3.30, SD = 1.69). The fact that the rational appeal was perceived as more objective, could point out that the manipulation succeeded.
15 Control variables
To check whether the dependent variables significantly correlated with the control variables, correlation analyses were conducted. Results indicated a significant correlation between attitude of the product and product involvement (r = -.42, p < .00), between purchase intention and product involvement (r = .21, p = .010) and between content recognition and education (Spearman’s rho = .28 p < .000). Therefore these covariables will be included for the analyses of these dependent variables. Additionally, results showed that no significant correlations were found between the dependent variables and the covariables age, gender, education, paid job, product involvement and FTP-scale. This implies that different
responses, between the respondents that were assigned to the emotional appeal or the rational appeal in the commercial, cannot be causes by different scores on these control variables. Additional relevant correlations
Between FTP-scale and age (r = -.68 p < .001), between FTP-scale and paid job (Spearman’s rho = .16, p = .047) and between age and product involvement (r = .21, p = .007) significant correlations were found.
Distribution of control variables among the conditions of type of appeal
Performing independent t-tests for the control variables indicated that the two groups, divided along the two conditions of type of appeal, did not significantly differ for age (t(157) = -1.69, p = .094); gender (t(157) = -.728, p = .468) or education (t(157) = .091, p = .927). Moreover, an Anova analysis indicated that the control variable FTP-scale (F(1, 157) = 1.93, p = .167, M Emotional Appeal = 4.12, SD = 1.06 and M Rational Appeal = 4.35, SD = .99) did not significantly differ per type of appeal. Also product involvement did not significantly differ along the two types of appeals (F(1, 157) = .304, p= .582, with M Emotional appeal = 5.25, SD = 1.59 and M Rational Appeal = 5.09, SD = 1.86).
Hypothesis Testing
Attitude towards the commercial
Hypothesis 1a stated that the effect of an emotionally (versus a rationally) appealing
commercial on attitude towards the commercial would be moderated by age, such that seniors have a more favourable attitude towards an emotionally (versus a rationally) appealing
16 emotionally appealing commercial. An analysis of variance indicated that H1a is not
supported as no significant main effect of Type of appeal was found (F(1, 155) = .93, p = .337, M Emotional Appeal = 4.50, SD = 1.19 and M Rational Appeal = 4.39, SD = 1.10). Also no significant main effect of age was found (F(1, 155) = 1.04, p = .308, M Young adults = 4.54, SD = 1.10, M Seniors = 4.38, SD = 1.17). Results showed there was neither an interaction effect between type of appeal and age (F(1, 155) = 1.69, p = .196. M Emotional Appeal Young Adults = 4.79, SD = 1.08, M Emotional Appeal Seniors = 4.35, SD = 1.23 and M Rational Appeal Young Adults = 4.36, SD = 1.10, M Rational Appeal Seniors = 4.42, SD = 1.11).
Attitude towards the product
Hypothesis 1b proposed that the effect of an emotionally (versus a rationally) appealing commercial on attitude towards the product would be moderated by age, such that seniors have a more favourable attitude towards the product, when exposed to an emotionally
appealing commercial, whereas young adults do not have a more favourable attitude towards an emotionally appealing commercial. An Ancova analysis including the covariate product involvement indicated that H1b was partially supported as no main effect was found of type of appeal on attitude towards the product was found (F(1, 154) = .72, p = .397, M Emotional Appeal = 5.10, SE = .12 and M Rational Appeal = 5.00, SE = .12). A significant main effect of age was found indicating that young adults have a more favourable attitude towards the product compared to seniors (F(1, 154) = .6.78, p = .010, M Young adults = 5.25, SE = .13, M Seniors = 4.81, SE = .11). Results indicated that no support was found for an interaction effect between condition and age (F(1, 154) = .00, p = .975, M Emotional Appeal Young Adults = 5.33, SE = .20, M Emotional Appeal Seniors = 4.87, SE = .14 and M Rational Appeal Young Adults = 5.18, SE =.17, M Rational Appeal Seniors = 4.74, SE = .16).
Attitude towards the brand
Hypothesis 1c predicted that the effect of an emotionally (versus a rationally) appealing commercial on attitude towards the brand would be moderated by age, such that seniors have a more favourable attitude towards the brand, when exposed to an emotionally appealing commercial, whereas young adults do not have a more favourable attitude towards an emotionally appealing commercial. Results show that no significant main effect of type of appeal on attitude towards the brand was found (F(1, 155) = .17, p = .679, M Emotional Appeal = 4.37, SD = 1.25 and M Rational Appeal = 4.31, SD = 1.16). Also no significant main effect of age
17 was found (F(1, 155) = .27, p = .603, M Young adults = 4.39, SD = 1.12, M Seniors = 4.30, SD = 1.26). There was neither an interaction effect between condition and age (F(1, 155) = .01, p = .920. M Emotional Appeal Young Adults = 4.45, SD = .96, M Emotional Appeal Seniors = 4.33, SD = 1.38 and M Rational Appeal Young Adults = 4.35, SD = 1.23, M Rational Appeal Seniors = 4.27, SD = 1.11). H1c is thus not confirmed.
Purchase intention
With respect to H2, analyses including the covariate Product involvement, did not show a significant main effect of type of appeal on purchase intention (F(1, 154) = .00, p = .966, M Emotional Appeal = 2.63, SE = .17, M Rational Appeal = 2.62, SE = .16). Also no main effect of age was found (F(1, 154) = 6.04, p = .015, M Young adults = 2.92, SE = .19, M Seniors = 2.33, SE = .15). There was neither an interaction effect between condition and age on purchase intention (F(1,154) = .12, p = .734 with M Emotional Appeal Young Adults = 2.97, SE = .28, M Emotional Appeal Seniors = 2.29, SE = .20 and M Rational Appeal Young Adults = 2.88, SE = .24, M Rational Appeal Seniors = 2.37, SE = .22). H2 is therefore not confirmed.
Brand recall
Hypothesis 3a predicted which proposed that the effect of an emotionally (versus a rationally) appealing commercial on brand recall is moderated by age, such that seniors remember more from an emotionally (versus a rationally) appealing commercial, whereas younger adults do not remember more from an appealing commercial. Results of a logistic regression analysis indicated a non-significant main effect of Type of appeal (Wald χ2 (1) = .00, p = 1.000), no significant main effect of age (Wald χ2 (38) = 2.26, p =1.000) and no interaction effect between type of appeal and age on brand recall (Wald χ2 (22) = 3.38, p = 1.000). Hypothesis 3a is thus not confirmed.
Brand recognition
With respect to hypothesis 3b, stating that the effect of an emotionally (versus a rationally) appealing commercial on brand recognition is moderated by age, such that seniors remember more from an emotionally (versus a rationally) appealing commercial, whereas younger adults do not remember more from an appealing commercial. Results of a logistic regression analysis indicate a non-significant main effect of type of appeal (Wald χ2 (1) = .00,
18 p = 1.000), no significant main effect of age (Wald χ2 (38) = .51, p =1.000) and no
interaction effect between type of appeal and age on brand recognition (Wald χ2 (22) = 3.09, p = 1.000). Therefore hypothesis 3b is not confirmed.
Content recognition
Hypotheses 3c proposed that the effect of an emotionally (versus a rationally) appealing commercial on content recognition is moderated by age, such that seniors remember more content from an emotionally (versus a rationally) appealing commercial, whereas younger adults do not remember content more from an appealing commercial. Analysis of variance, when controlling for education showed a significant main effect of type of appeal on content recognition (F(1, 151) = 12.57, p = .001, M Emotional Appeal = 2.80, SE = .19, M Rational Appeal = 1.88, SE = .18). No significant main effect of age was found (F(1, 151) = .13 p = .717, M Young adults = 2.29, SE = .20, M, seniors = 2.39, SE = .17). There was neither an interaction effect between type of appeal and age (F(1,151) = .46, p = .497, with M Emotional Appeal Young Adults = 2.66, SE = .31, M Emotional Appeal Seniors = 2.94, SE = .22 and M Rational Appeal Young Adults = 1.92, SE = .26, M Rational Appeal Seniors =1.83, SE = .24). Hypothesis 3c is partly confirmed as respondents who were exposed to the emotional appealing commercial, remembered more content of the commercial, than respondents who watched the rationally appealing commercial.
Conclusion and Discussion
The aim of this study was to validate previous findings of empirical research where the Socioemotional Selectivity Theory (SST) functioned as the underlying mechanism, explaining different responses between young adults and seniors towards persuasive
messages. As prior research found support that seniors had a better attitudinal evaluation and a better memory of print advertisement with an emotional appeal (versus a rational appeal) (Fung & Carstensen, 2003; Williams & Drolet, 2005), similar cognitive and affective responses were expected for responses to audio-visual commercials.
The formulated hypotheses of the present study were partially confirmed. Young adults had a higher attitude towards the product than seniors, thus a main effect of age was found.
19 an emotionally (versus a rationally) appealing commercial, thus a main effect of type of appeal on content recognition was found.
Comparing results with previous research
The current research might have suffered from the same demand characteristics Fung and Carstensen (2003) encountered, as their first experiment did not find support for a more favourable attitude towards the emotionally appealing commercial among the senior sample. Because these measures were “under greater conscious control and thus more open to
influences other than the ones examined, such as demand characteristics – (“I don’t want to appear to be persuaded by any advertisements.” p. 169.) In the second experiment a force choice paradigm was applied, which resulted in a significant evaluative preference of seniors for the emotionally appealing advertisement. In the present study, respondents were able to comment on the commercial and on the research. A woman aged 61, commented, for example: “In general, I detest commercials. It is pure fraud!” Another woman aged 51, commented: “The commercial fits in the present times of consumerism and competition as dominant values in this neoliberal period.” These comments indicate a strong resentment towards commercials in general.
In view of the study Williams and Drolet (2005) conducted, it is surprising that the same expected interactions effects were not found in the present study. The current manipulation check was completely based on the various pre-tests these researchers performed and the same text that accompanied the print advertisement was used as voice-over for the audio-visual advertisement. Even though the medium was different – from print to audio-audio-visual – and the sample was perhaps not large enough n = 20, it is surprising that none of these reliable measures led to significant results.
In accordance with the SST (Carstensen et. al., 2003), in the current study a significant correlation between FTP-scale and age was found, indicating that as people age, their time perspective changes from expansive to limited. Additionally, as respondents remembered more information from an emotionally (versus a rationally) appealing commercial this main effect of type of appeal is moderately consistent with the findings of Fung and Carstensen (2003), who found that seniors remembered more information from an emotionally (versus a rationally) appealing advertisement.
20 Limitations and Future research
A few specific limitations will be discussed. For future research it is recommended to
consider adjusting the created stimulus material. Even though the music might have added to the perception of a professional advertisement, responses to the type of appeals might have been confounded. To be more precise, respondents that saw the rational appeal might have experienced the commercial as emotional too, because of the accompanying music. Another recommendation about the stimulus material is consistent with the comments given by
respondents. Many comments comprised complaints that the type of voice was annoying, one respondent aged 60 arguing:
“I became very irritated when hearing the voice of the person that recorded this commercial. When I think of coffee, I think of the voice of an old man, and not the voice of this pseudo-engaged, adolescent uptown kid.” Thus, the type of voice should be carefully considered, but all the same, positive comments by an 18 year old respondent asserting: “A pleasant voice, moderate imagery”, were given too, indicating that this preference might be related to age.
The second limitation of the current research could simultaneously be viewed as an unexpected finding. It seems that compared to the sample of young adults, the part of the senior sample that wrote comments showed a rather substantial dislike towards commercials. Thus, even if the stimulus material would be changed and the music was omitted, leaving the material to texts and images only, seniors might still not have exhibited a different evaluative response. Research conducted under Dutch seniors (“50plus speciale communicatie…”, 2013) indicated that seniors are very sensitive to artificial or inauthentic messages. In future research, much attention should be paid to rendering the communication of the intent of the research as clearly and concretely as possible. Moreover, less commercial stimulus material might have resulted in a more favourable attitude towards the message among the senior sample.
Managerial implications
With the aforementioned limitations in mind, still some implications can be formulated for the expanding marketing and research field interested in the senior target group. In general, the SST provides support for the contention that emotionally appealing persuasive messages targeted at seniors are more effective than rationally appealing messages. However, the fact that individuals that make up part of the so-called Silver Market become aware of these
21 persuasive and communicative strategies might even work counter-productively. This means that the so-called ‘Silver market’ that is nowadays targeted as a new, potentially interesting consumer, should be approached with caution. Another result of the present study was the relative ease with which one can find seniors who could join online research; therefore the finding that in the Netherlands senior citizens are also active online, seemed confirmed (“Internetgebruik ouderen fors...”, 2013). However limited, the findings of this study are consistent with the SST and implicate that emotionally (versus rationally) appealing commercials seem to be preferred by seniors.
Acknowledgements
I would like to thank the following people that helped me create the stimulus material: Diederik for his assistance with translating, Simon for making the recordings and Micha for the great video-editing job.
I would like to thank my dear friends and family for their unconditional trust and support, I am very grateful to have you: My grandmother Fiet, My father Carel, My mother Carien, My sister Gaya, My brother Wieger, ‘My Wouter’, Marije, Sebo and of course my fantastic friends: Lis, Sab, Miel, Frank & Consu, Arthur, Jeroen, Maneh. Not to forget, the Engelhard family, the Manschot family, all my study friends, text editor Peter and my supervisor Margot. I also would like to thank all the relatives that helped distributing the research.
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25
Appendices
I Emotional and rational appeal texts
Emotional appeal original tekst by Williams and Drolet (2005)
“If your passion is coffee, then your pleasure will be Coffea. Join in the joyous celebration of this magic bean by savoring each sip of our rich brew. Coffea has a smooth, velvety flavor that evokes its exotic journey from the tree in its country of origin to the cup in your hand. With a deep, enticing aroma that draws people to the coffee and to one another. Specially blended for complexity and balance. Try it and delight in our extraordinary coffee.” 84 words
Translated emotional appeal
Als uw passie koffie is, zal Coffea uw plezier zijn. Doe mee met de vreugdevolle viering van deze magische boon door te genieten van elke slok van onze heerlijke drank. Coffea heeft een gladde, fluweelzachte smaak, die de exotische reis oproept van de boom in het land van herkomst, tot de beker in uw hand. Met een diep, verleidelijk aroma dat mensen tot de koffie en tot elkaar brengt. Probeer het en wees verrukt van onze buitengewone koffie. 78 words
Rational appeal, original text by Williams and Drolet (2005)
“For your next cup of coffee, choose Coffea. A gourmet blend at grocery store prices, Coffea provides an excellent value. In ground, whole bean and flavored varieties, Coffea is carefully blended and roasted to have moderate acidity. With 10 gourmet varieties available in both caffeinated and decaf. Each foil package is vacuum-sealed for freshness. Try it for its non-bitter taste.” 60 words
Translated rational appeal
Kies Coffea voor uw volgende kopje koffie. Met een kwaliteitsmelange tegen
supermarktprijzen, is Coffea heel voordelig. Gemalen, als hele bonen of met extra smaak: De koffie is met zorg gemengd en geroosterd en heeft zodoende een milde zuurgraad. Het assortiment bestaat uit 10 verschillende smaken die zowel beschikbaar zijn in cafeïne als in cafeïnevrij. Elke folieverpakking is onder vacuüm verzegeld om de versheid te behouden. Probeer het voor de niet-bittere smaak. 71 words
26
II Stimulus material
Emotional appeal (E): “Als uw passie koffie is, zal Coffea uw plezier zijn.” 0-10 sec. Rational appeal (R): “Kies Coffea voor uw volgende kopje koffie.” 0-9 sec.
E: “Doe mee met de vreugdevolle viering van deze magische boon door te genieten van elke slok van onze heerlijke drank.” 11-16 sec.
27 E:
“
Coffea heeft een gladde, fluweelzachte smaak, die de exotische reis oproept van de boom in het land van herkomst, tot de beker in uw hand.” 17-25 sec.R: “Gemalen, als hele bonen of met extra smaak.” 15-17 sec
E: “
Coffea heeft een gladde, fluweelzachte smaak, die de exotische reis oproept van de boom in het land van herkomst, tot de beker in uw hand.” 17-25 sec.R: “De koffie is met zorg gemengd en geroosterd en heeft zodoende een milde zuurgraad.” 18-22 sec.
28 E:
“
Coffea heeft een gladde, fluweelzachte smaak, die de exotische reis oproept van de boom in het land van herkomst, tot de beker in uw hand.” 17-25 sec.R: “Het assortiment bestaat uit 10 verschillende smaken die zowel beschikbaar zijn in cafeïne als in cafeïnevrij.” 23-27 sec.
E: “Met een diep, verleidelijk aroma dat mensen tot de koffie en tot elkaar brengt.” 26-29 sec. R: “Elke folieverpakking is onder vacuüm verzegeld om de versheid te behouden.” 28-31 sec.
29 E: “Probeer het en wees verrukt van onze buitengewone koffie.” 30-33 sec.
R: “Probeer het voor de niet-bittere smaak.” 32-34 sec.
30
III Questionnaire
Introductie
Geachte heer, mevrouw,
Het onderzoek waarvoor uw medewerking wordt gevraagd, is getiteld Consumentengedrag en productkeuze. Het doel van dit onderzoek is om meer inzicht te verkrijgen in de manier waarop consumenten tot een bepaalde productkeuze komen. Deelname duurt gemiddeld 8 minuten, waarbij u één reclame bekijkt en een aantal vragen beantwoordt.
Omdat dit onderzoek wordt uitgevoerd onder de verantwoordelijkheid van ASCoR, Universiteit van Amsterdam, heeft u de garantie dat:
1. Uw anonimiteit is gewaarborgd en dat uw antwoorden of gegevens onder geen enkele voorwaarde aan derden zullen worden verstrekt, tenzij u hiervoor van tevoren uitdrukkelijke toestemming hebt verleend.
2. U zonder opgaaf van redenen kunt weigeren mee te doen aan het onderzoek of uw deelname voortijdig kunt afbreken. Ook kunt u achteraf (binnen 24 uur na deelname) uw toestemming intrekken voor het gebruik van uw antwoorden of gegevens voor het onderzoek. 3. Deelname aan het onderzoek geen noemenswaardige risico’s of ongemakken voor u met zich meebrengt, geen moedwillige misleiding plaatsvindt, en u niet met expliciet
aanstootgevend materiaal zult worden geconfronteerd.
4. U uiterlijk 5 maanden na afloop van het onderzoek de beschikking over een
onderzoeksrapportage kunt krijgen waarin de algemene resultaten van het onderzoek worden toegelicht.
Voor meer informatie over dit onderzoek en de uitnodiging tot deelname kunt u te allen tijde contact opnemen met de projectleider S.B. Manschot, Kloveniersburgwal 48, 1012 CX te Amsterdam; of te bereiken via e-mail op silke.manschot@student.uva.nl. Mochten er naar aanleiding van uw deelname aan dit onderzoek bij u toch klachten of opmerkingen zijn over het verloop van het onderzoek en de daarbij gevolgde procedure, dan kunt u contact opnemen met het lid van de Commissie Ethiek namens ASCoR, per adres: ASCoR secretariaat,
Commissie Ethiek, Universiteit van Amsterdam, Kloveniersburgwal 48, 1012 CX
31 klacht of opmerking is daarbij gewaarborgd. Ik hoop u hiermee voldoende te hebben
geïnformeerd en wil u bij voorbaat hartelijk danken voor uw deelname aan dit onderzoek.
Met vriendelijke groet,
Silke B. Manschot
Klik op de pijltjes om verder te gaan.
(New page)
Voordat u verder gaat wil ik u vragen onderstaande tekst te lezen:
Ik verklaar hierbij op voor mij duidelijke wijze te zijn ingelicht over de aard en methode van het onderzoek, zoals uiteengezet in de uitnodigingsmail voor dit onderzoek. Ik stem geheel vrijwillig in met deelname aan dit onderzoek. Ik behoud daarbij het recht deze instemming weer in te trekken zonder dat ik daarvoor een reden hoef op te geven. Ik besef dat ik op elk moment mag stoppen met het onderzoek. Als mijn onderzoeksresultaten gebruikt worden in wetenschappelijke publicaties, of op een andere manier openbaar worden gemaakt, dan zal dit volledig geanonimiseerd gebeuren. Mijn persoonsgegevens worden niet door derden ingezien zonder mijn uitdrukkelijke toestemming.
Ik begrijp de bovenstaande tekst en ga akkoord met deelname aan het onderzoek.
(New page)
Uitleg bij het beantwoorden van de vragen
Na het zien van de reclame zult u een aantal vragen beantwoorden. Voordat we beginnen, volgt hier een korte uitleg.
Algemeen. Sta niet te lang stil bij de verschillende vragen. Er zijn geen foute of goede antwoorden. We zijn geïnteresseerd in uw mening zoals die tijdens het invullen bij u opkomt.
32 Voorbeeld 1: Sport vind ik…
1 (1) 2 (2) 3 (3) 4 (4) 5 (5) 6 (6) 7 (7) oninteressant:interessant Als u sport helemaal niet leuk vindt, dan klikt u op het meest linkse bolletje. Als u sport heel leuk vindt, dan klikt u op het meest rechtse bolletje. Zit uw mening daartussenin, dan klikt u op 1 van de tussenliggende bolletjes.
Voorbeeld 2: Bent u in sport geïnteresseerd? In het geheel niet 1 (1) 2 (8) 3 (2) 4 (4) 5 (5) 6 (6) In sterke mate 7 (7)
Als u in het geheel niet in sport geïnteresseerd bent, kiest u ‘1’. Hoe groter uw interesse in sport, hoe hoger het cijfer dat u selecteert. Het cijfer 7 kiest u als u in sterke mate in sport geïnteresseerd bent.
(New page)
Bekijk de volgende reclame s.v.p. tot het einde. Deze reclame bevat ook geluid. Het is belangrijk dat u het geluid kunt horen, dus het is handig om van tevoren te controleren of het geluid van uw computer aan staat.
C1 Klik op de driehoek om de reclame te starten.
(Na het bekijken van de reclame kunt u doorklikken naar de volgende pagina.)
Bekijk de volgende reclame s.v.p. tot het einde. Deze reclame bevat ook geluid. Het is belangrijk dat u het geluid kunt horen, dus het is handig om van tevoren te controleren of het geluid van uw computer aan staat.
33 (Na het bekijken van de reclame kunt u doorklikken naar de volgende pagina.)
(New page)
Q1 De volgende vragen gaan over de zojuist vertoonde reclame.De reclame vind ik .... 1 (1) 2 (2) 3 (3) 4 (4) 5 (5) 6 (6) 7 (7) niet leuk:leuk (1) negatief:positief (2) onaangenaam:aangenaam (3) slecht:goed (4)
Q2 Het product vind ik ....
1 (1) 2 (2) 3 (3) 4 (4) 5 (5) 6 (6) 7 (7) niet leuk:leuk (1) negatief:positief (2) onaangenaam:aangenaam (3) slecht:goed (4)
Q3 Het merk vind ik ....
1 (1) 2 (2) 3 (3) 4 (4) 5 (5) 6 (6) 7 (7) niet leuk:leuk (1) negatief:positief (2) onaangenaam:aangenaam (3) slecht:goed (4)
34 (New page)
Q4 Hoe waarschijnlijk is het volgende voor u, na het zien van deze reclame? Zeer onwaarschijnlijk 1 (1) 2 (2) 3 (3) 4 (4) 5 (5) 6 (6) Zeer waarschijnlijk 7 (7) Ik zal het product aanschaffen. (1) Ik zal het product aanbevelen aan anderen. (2)
Q5 Stel, u zou in de supermarkt een pak koffie (500 gram) van dit merk kunnen kopen. Hoeveel euro zou u er dan aan willen besteden? Sleep de wijzer naar het juiste bedrag. ______
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Q6 Kunt u de naam van het merk in de reclame herinneren? Schrijf de naam dan s.v.p. hieronder op:
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Q7 Als u naar de volgende merken kijkt, kunt u het merk van de reclame daaruit selecteren? KoffieQ (1) Coffea (2) Coffee (3) Kaffa (4) CoffeeQ (5) Weet niet (6)
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Q8 Welke van de volgende woorden waren onderdeel van de tekst van de reclame? Selecteer de woorden die u zich kunt herinneren.
fluweelzacht (1) supermarktprijzen (2) mensen (3) zuurgraad (4) aroma (5) genieten (6) passie (7) cafeïnevrij (8) vacuüm (9) assortiment (10)
Geen van deze woorden waren onderdeel van de tekst. (11) Ik herinner geen woorden. (12)
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Q9 In hoeverre bent u het eens met de volgende uitspraken? Geheel
mee oneens 1 (1)
2 (2) 3 (3) 4 (4) 5 (5) 6 (6) Geheel mee eens 7 (7) De reclame raakte mij. (1) Ik voelde mij betrokken bij de reclame. (2) De reclame maakte indruk op me. (3) De reclame deed mij niets. (4) Ik vond de reclame objectief. (5) Ik vond de reclame professioneel. (6)
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Q11 De volgende vragen gaan niet meer over de reclame, maar over het product koffie in het algemeen. Voor mij is koffie:
1 (1) 2 (2) 3 (3) 4 (4) 5 (5) 6 (6) 7 (7) irrelevant:relevant (1) niet aantrekkelijk:aantrekkelijk (2) niet interessant:interessant (3) Q12
Q13 Kende u het merk Coffea voordat u meedeed aan dit onderzoek? Ja (1)
Nee (2)
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Q14 De volgende vragen zijn meer algemeen van aard. Lees elk item en beantwoord de vraag Hoe waar is dit voor u? zo eerlijk mogelijk.
Nooit 1 (1) 2 (2) 3 (3) 4 (4) 5 (5) 6 (6) Heel vaak 7 (7) Ik drink koffie ... (1) Ik koop koffie ... (2)
38 Helemaal onwaar 1 (1) 2 (2) 3 (3) 4 (4) 5 (5) 6 (6) Helemaal waar 7 (7) Er wachten me nog veel kansen in de toekomst. (1) Ik heb het gevoel dat mijn tijd dringt. (2) Mijn toekomst zit vol mogelijkheden. (3) Naarmate ik ouder word, ervaar ik tijd meer en meer als beperkt. (4) Het grootste deel van mijn leven ligt nog voor me. (5) Mijn toekomst lijkt oneindig. (6) Ik kan alles doen wat ik wil in de toekomst.
(7)
