1 | 29-06-2020
Thesis defense
Laura Hooijman
S3830977
Thesis Defense Marketing Management
Date: 30/06/2020
1st supervisor: dr. M. (Martijn) Keizer
Content
› Introduction
› Theoretical background
› Conceptual model
› Method
› Findings
› Discussion
Introduction
› Dutch government is stimulating to apply a more regional focus in the health insurance market
› A health insurance case company in the Netherlands that is considering adjusting its marketing efforts
to be regionally focused
› Regional attachment: a positive connection or bond between a person and a region
Does regionalized advertising increase advertising effectiveness in the health
insurance market, and to what extent is this effect influenced by regional
Theoretical background 1
High involvement → increased processing → increased advertising effectiveness
Regionalized advertising → more perceived personal relevance
→ better marketing performance
A regional focus might not benefit all companies.
Elaborative reasoning Comprehension
Focal attention Preattentive analysis
(H1): The degree of regional attachment moderates the
relationship between advertising type and advertising
Theoretical background 2
› Place attachment is a useful concept to explain regional attachment
› Predictors of place attachment as predictors of regional attachment
(H2a): Age, sex, socioeconomic status, educational background, mobility, home ownership,
and residence length are predictors influencing the degree of regional attachment.
Conceptual model
(H1): The degree of regional attachment moderates the relationship between advertising type and
advertising performance.
Methods
› Data collection
-
Survey with response rate of 478
-
Regional and national advertising condition
› Data preparation
-
110 values are indicated as missing
-
29 cases are deleted
› Data analysis
Findings
› Manipulation check is answered correctly by only 60%
of the respondents
› Average regional attachment: 3,93 out of 5
› Hypothesis 1: rejected
-
However, a different main effect is found
› Hypothesis 2: accepted
Discussion and conclusion
› Regional attachment exists and scores 3,93 out of 5
› Regional attachment does not influence the relationship
between advertising type and advertising effectiveness
› Regional attachment leads to a more positive evaluation of
the advertising, irrespective of the type of advertising
› Predictors of regional attachment: social ties, residence
length, and age
Limitations & recommendations
Limitations of the study
› Differences in stimuli other than
manipulation
› Only 60% of the respondents affirmed
the manipulation check
› Respondents involvement level unknown
Recommendations for future research
› Include involvement level and different
types of advertising
› Explore benefits of a regional focus.
› Expand study to different regions and
References
› Currás-Pérez, R., Bigné-Alcañiz, E., & Alvarado-Herrera, A. (2009). The role of selfdefinitional principles in consumer identification with a socially responsible company. Journal of business ethics, 89(4), 547.
› Fennis, B. M., & Stroebe, W. (2015). The psychology of advertising. Psychology Press.
› Gordon, M. E., McKeage, K., & Fox, M. A. (1998). Relationship marketing effectiveness: the role of involvement. Psychology & Marketing, 15(5), 443-459.
› Greenwald, A. G., & Leavitt, C. (1984). Audience involvement in advertising: Four levels. Journal of Consumer research, 11(1), 581-592. › Johnson, B. T., & Eagly, A. H. (1989). Effects of involvement on persuasion: A metaanalysis. Psychological bulletin, 106(2), 290.
› Lewicka, M. (2011). Place attachment: How far have we come in the last 40 years?. Journal of environmental psychology, 31(3), 207-230. › Low, S. M., & Altman, I. (1992). Place attachment. Place attachment (pp. 1-12). Springer, Boston, MA.
› Menzis. (n.d.). Focus op de regio. Retrieved June 25, 2020, from https://www.menzis.nl/zorgaanbieders/zorginkoop/focus-op-de-regio
› Petty, R. E., Cacioppo, J. T., & Schumann, D. (1983). Central and peripheral routes to advertising effectiveness: The moderating role of involvement. Journal of consumer research, 10(2), 135-146.
› Petty, R. E., & Cacioppo, J. T. (1986). The elaboration likelihood model of persuasion. In Communication and persuasion (pp. 1-24). Springer, New York, NY.
› Shanahan, T., Tran, T. P., & Taylor, E. C. (2019). Getting to know you: Social media personalization as a means of enhancing brand loyalty and perceived quality. Journal of Retailing and Consumer Services, 47, 57-65.
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› Te’eni-Harari, T., Lehman-Wilzig, S. N., & Lampert, S. I. (2009). The importance of product involvement for predicting advertising effectiveness among young people. International Journal of Advertising, 28(2), 203-229.
