"Affective Reactions" of Rural and Urban Voters to Government Campaign Commercials in Maharashtra

Authors

  •   Mallika Srivastava Assistant Professor, Plot No :- 95/1, 95/2, Electronics City Phase 1, Hosur Road, Bengaluru - 560 100, Karnataka (Symbiosis International, Deemed University, Pune)
  •   Shubhanshu Naik Senior Research Fellow, Symbiosis International (Deemed University), Pune

DOI:

https://doi.org/10.17010/ijom/2018/v48/i3/121982

Keywords:

Brand Switching Model

, Static Model, Dynamic Model, Markov Model, SEM

Paper Submission Date

, April 11, 2017, Paper sent back for Revision, February 5, 2018, Paper Acceptance Date, February 8, 2018

Abstract

Purpose: The purpose of this paper was to study viewers' perception in Pune region, India about commercials of various campaigns run by the government. The present study undertook a review of extant literature and appreciative inquiry based survey using Schlinger's viewer response profile scale.

Design/Methodology/Approach: Schlinger's viewer response profile is a widely used tool in advertising research, in both commercial and academic environments. It is used in advertisement testing to gauge viewers' reactions to television commercials. Keeping in mind the purpose of the study, we attempted to study the viewers' perception in the form of reactions to television commercials of two government campaigns.

Findings: This research paper probed viewers' affective reactions to government campaign commercials using the Schlinger's scale. The study reported that viewers' affective reactions were independent of change in respondents' demographics. Also, there existed significant difference for two dimensions namely Confusion and Government Brand Recognition between rural and urban segments.

Practical Implications: The study findings may act as a feedback which would help the advertisers and practitioners to understand the viewers' perception about such campaign commercials. The study also pointed out a few areas which act like barriers for the government to achieve its goal despite of its best efforts.

Social Implications: The study findings revealed the social perception about campaign commercials in India and thus laid a base for the subject to establish and to be picked up by researchers to validate further in another setup of location with a larger sample size.

Originality/Value: The present study ventured into a new domain, that is, it is one of the initial attempts to understand the relevance of advertising government campaign commercials from the lens of a marketing professional.

Downloads

Download data is not yet available.

Downloads

Published

2018-03-01

How to Cite

Srivastava, M., & Naik, S. (2018). "Affective Reactions" of Rural and Urban Voters to Government Campaign Commercials in Maharashtra. Indian Journal of Marketing, 48(3), 33–48. https://doi.org/10.17010/ijom/2018/v48/i3/121982

Issue

Section

Articles

References

Aaker, D. A., Stayman, D. M., & Hagerty, M. R. (1986). Warmth in advertising: Measurement, impact, and sequence effects. Journal of Consumer Research, 12 (4), 365-381.

Baek, T. H., Kim, J., & Yu, J. H. (2010). The differential roles of brand credibility and brand prestige in consumer brand choice. Psychology & Marketing, 27(7), 662-678.

Batra, R., & Holbrook, M. B. (1990). Developing a typology of affective responses to advertising. Psychology and Marketing, 7 (1), 11-25.

Burke, M. C., & Edell, J. A. (1989). The impact of feelings on ad-based affect and cognition. Journal of Marketing Research, 26, 69-83.

Byrne, B. M. (2001). Structural equation modeling: Perspectives on the present and the future. International Journal of Testing, 1(3-4), 327-334.

Cheong, Y., De Gregorio, F., & Kim, K. (2017). Viewer perceptions of television commercials: A conceptual replication. Journal of Consumer Marketing, 34 (7), 612-623.

Clark, C. R., Doraszelski, U., & Draganska, M. (2009). The effect of advertising on brand awareness and perceived quality: An empirical investigation using panel data. QME, 7 (2), 207-236.

Hameed, F., & Awan, Y. (2017). Effect of dimensions of advertising on behavioral intentions of customers. Pakistan Business Review, 19 (1), 138-156.

Hyun, S. S., Kim, W., & Lee, M. J. (2011). The impact of advertising on patrons’ emotional responses, perceived value, and behavioral intentions in the chain restaurant industry: The moderating role of advertising-induced arousal. International Journal of Hospitality Management, 30 (3), 689-700.

Khan, B. M., & Khan, S. (2012). Attitude towards advertising and brand preference in Indian context-An empirical assessment. BVIMR Management Edge, 5 (2), 81-87.

Lin, S. H., & Hsieh, P. J. (2010). Book Review: Kline, R.B. (2005). Principles and practice of structural equation modeling (2nd ed.) . New York : Guilford.

Mandan, M., Hossein, S., & Furuzandeh, A. (2013). Investigating the impact of advertising on customers' behavioral intentions : A case of Agriculture Bank. Business and Economic Research, 3 (1). DOI: https://doi.org/10.5296/ber.v3i1.2799

Mano, H. (1990). Emotional states and decision making. In M. E. Goldberg, G. Gorn, & R. W. Pollay (eds.), NA-Advances in consumer research (Vol. 17, pp. 577-584). Provo, UT : Association for Consumer Research.

Mitchell, A. A. (1986). Some issues surrounding research on the effects of "feeling advertisements." In R. J. Lutz (ed.), NA- Advances in consumer research (Vol. 13, pp. 623-628). Provo, UT : Association for Consumer Research.

Nunnally, J. C. (1978). Psychometric theory (2nd ed.). New York, NY: McGraw-Hill.

Nyilasy, G., Canniford, R., & Kreshel, P. (2013). Ad agency professionals' mental models of advertising creativity. European Journal of Marketing, 47(10), 1691-1710.

Pareek, P., & Singh, M. (2017). Code mixing as a socio-psychological advertising strategy in the era of glocalization. Indian Journal of Marketing, 47(1), 41-53. doi: https://doi.org/10.17010/ijom/2017/v47/i1/108809

Rao, V. G. (2010). Viewer responses to television commercials : An Indian perspective. Vilakshan: The XIMB Journal of Management, 7(1), 103-122.

Rossiter, J. R., & Percy, L. (1991). Emotions and motivations in advertising. In R. H. Holman & M. R. Solomon (eds.), NA-Advances in consumer research (Vol. 18, pp. 100-110). Provo, UT : Association for Consumer Research.

Schlinger, M. J. (1979). A profile of responses to commercials. Journal of Advertising Research, 19, 37-46.

Singh, S., & Sapre, A. (2015). Measuring advertising effectiveness through inter modulation of affect and cognition. Indian Journal of Marketing, 45 (3), 24-38.

Steyn, P., Ewing, M. T., Van Heerden, G., Pitt, L. F., & Windisch, L. (2011). From whence it came: Understanding source effects in consumer-generated advertising. International Journal of Advertising, 30 (1), 133-160.

Strasheim, A., Pitt, L., & Caruana, A. (2007). Psychometric properties of the Schlinger viewer response profile (VRP): Evidence from a large sample. Journal of Advertising, 36 (4), 101-114.

Trehan, K., & Gupta, A. (2015). Brands explore human relationships for consumer engagement : A critical analysis of television advertising in India. Indian Journal of Marketing, 45 (12), 32-46. doi: https://doi.dx.org/10.17010/ijom/2015/v45/i12/84010

Yi, Y. (1990). Cognitive and affective priming effects of the context for print advertisements. Journal of Advertising, 19 (2), 40-48.