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Ekant Veer

University of Canterbury/Te Whare Wānanga o Waitaha, Management, Faculty Member

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Dr. Ekant Veer is a Senior Lecturer of Marketing at the University of Canterbury, Christchurch, New Zealand. His primary areas of interest include the use of marketing technologies and advertising to encourage social change and the role that consumption patterns play in developing consumer identity. Along with being published in a number of international journals, such as Marketing Letters, the European Journal of Marketing, Journal of Marketing Management, and the International Journal of Advertising, Ekant has been involved in projects to improve healthy living in conjunction with the WHO, various NGOs and Government bodies. Ekant has been married for 8 years and has been blessed with two beautiful daughters. When he is allowed to have some free time he enjoys his music and a quick hit at the driving range.

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Sara Guimarães

Dr. Faisal Talib

Aligarh Muslim University

Ton Van Der Wiele

Jos Van Iwaarden

Aligarh Muslim University

Dr. Syed M . Irfan

Comsats University Islamabad

Mumbai University

Asian Institute of Technology (AIT)

Idris Rodrigues

HEC Paris

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Papers by Ekant Veer

Open Access Journals are like a Box of Chocolates

You never know what you're going to get. It's the truth and, unfortunately, it'sa truth that ever... more You never know what you're going to get. It's the truth and, unfortunately, it'sa truth that every Open Access journal in every field will need to overcome in the next five years if the Open Access model is to gain legitimacy as a means of disseminating knowledge. Offering knowledge in a free and open manner is wonderful. Everyone likes a free gift. However, if the gift you receive, even if it is free, is of little use or relevance to you, then the free gift is valueless.

Can Marketing & Accounting Coexist in Harmony?

Journal of Accounting and Marketing, Jan 1, 2013

No, probably not.

Made with Real Crocodiles: The use of Anthropomorphism to Promote Product Kinship in our Youngest Consumers

This research looks to understand why anthropomorphic images are so overused by marketers to attr... more This research looks to understand why anthropomorphic images are so overused by marketers to attract very young consumers. By drawing on theories from evolutionary biology, evolutionary psychology and social psychology, it is argued that anthropomorphism acts as a catalyst for kin recognition and encourages attachment and liking. A number of bonding concepts are discussed, such as association and phenotype matching, to show how anthropomorphic images encourage a young consumer to draw closer to the product and avoid destruction of the product. The manuscript concludes by calling for further research on understanding very young consumers’ relationships with brands and brand images.

Advancing Your Academic Career

This presentation was part of an invited set of lectures delivered at RMIT, Melbourne in October ... more This presentation was part of an invited set of lectures delivered at RMIT, Melbourne in October 2011. This presentation was specifically designed for doctoral students and early career researchers in Australasian Business Schools. The presentation outlines my ideas and tactics, but by no means is a guaranteed (or complete) approach.

Social Marketing & TCR - What does the future hold?

This presentation was made as an invited lecture at Griffith University. The strong social market... more This presentation was made as an invited lecture at Griffith University. The strong social marketing group at Griffith asked for a topic that would aid in their research and developing a direction for future topics. This lecture presents my thoughts on the topic and where social marketers need to be focusing their efforts in the coming years.

Controlling Communities and Destroying Heterogeneity Online

European Association for Consumer Research …, Jan 1, 2010

Being Online: How the Internet is Changing Research for Consumers

jrconsumers.com

The last ten years have seen significant change in consumers’ lives; changes that are too numerou... more The last ten years have seen significant change in consumers’ lives; changes that are too numerous to document in one article. However, one change that has made, and continues to make, a difference to consumers’ behaviour is their interaction with the Internet and Social Media. In this article I discuss the role that the Internet has played in consumers’ lives as well as the importance of understanding consumers’ interactions online. By being online, consumers are able to live experiences that are far different from their offline interactions. I close with some predictions for consumer welfare and online interaction as well as a look to the future of Research for Consumers.

The golden ties that bind: boundary crossing in diasporic Hindu wedding ritual

Consumption Markets & …, Jan 1, 2011

The interpretive research in this article goes beyond considering how diasporic consumers cross b... more The interpretive research in this article goes beyond considering how diasporic consumers cross borders between home and host cultures, to examine how they cross boundaries within their home culture. In keeping with ethno-consumerism, the authors utilize Hindu meaning categories of sacredness, purity, and auspiciousness to examine the wedding ritual among diasporic Hindus. The authors unpack the transformation of outsider fiancées into insider daughters to show how gold is employed to separate, link, and cross boundaries in extended families. This article demonstrates the agency of the relationships between the gold and its givers, in collectively co-creating an aesthetic subject who is a visual representation of a daughter embedded into the collective self of the extended family. In doing so, the authors demonstrate how diasporic Hindus utilize the cultural code of gold to shape and reaffirm collective identity.

The consumerist turn in higher education: Policy aspirations and outcomes

Insights from the marketing and education literature are combined to analyse government rationale... more Insights from the marketing and education literature are combined to analyse government rationales and mechanisms related to the positioning of contemporary students as consumers and to assess the impact on the process and outcomes of education, on the professional practices of faculty and on widening participation. Pierre Bourdieu's conceptual framework is applied to analyse how consumer mechanisms are mediated by the organisational cultures and practices within universities. These theoretical insights are combined with data from different national contexts to indicate positive outcomes. However, the organisational context of higher education, gamesmanship and outdated marketing relations have also led to the opposite of what policy makers have aspired to. We show how consumerism also promotes passive learning, threatens academic standards, and entrenches academic privilege. The paper contributes to scholarship on consumerism in sectors which are subject to changing relations between state regulation and market forces, and offers policy and management insights.

Staring: How Facebook Facilitates the Breaking of Social Norms

This research looks at one of Facebook’s more nuanced appeals. We look at the way in which Faceb... more This research looks at one of Facebook’s more nuanced appeals. We look at the way in which Facebook eases the tension between consumers’ desire to stare, and the social norm that dictates that we should not stare. Interviews with avid Facebook users reveal that their motivations for staring into the lives of their ‘Friends’ are driven by not just a desire to collect novel and interesting information, but also because their friends’ posts repulse them, and their friends’ misfortune release feelings of Schadenfreude and self affirmation. This research also shows that starers perceive a greater level of connectivity and closeness to those they are staring at, even though the person being stared at has no idea of the starer’s behaviour.

Forgive me Father for I did not give Full Justification for my Sins: How Religious Consumers Justify the Acquisition of Material Wealth

In an experiment this research shows how high religiosity consumers justify the purchase of highl... more In an experiment this research shows how high religiosity consumers justify the purchase of highly materialistic goods. By drawing on the Justification-Suppression Model (JSM) it is shown that high religiosity consumers favour advertisements that suppress materialistic aspects of a good and offer adequate justification for the purchase. However, these same consumers dislike advertisements that explicitly focus on the materialistic nature of a good. The results from the research offer insight into how high religiosity consumers are able to acquire material wealth despite a strong aversion to such practices within their doctrine. Implications from this research include a greater understanding of how to advertise to high religiosity consumers, but also how the JSM can be used as a means of minimising cognitive dissonance during the purchase decisions.

If Kate voted conservative, would you?: The role of celebrity endorsements in political party advertising

Purpose This research has been conducted to determine if celebrity endorsers in political party a... more Purpose
This research has been conducted to determine if celebrity endorsers in political party advertising have a significant impact on UK voter intentions. The use of celebrity endorsements is commonplace in the US, but little is known about its effects in the UK. This research incorporates the use of celebrity endorsements in political party advertising with the Political Salience construct. Political Salience represents how prominent politics and political issues are in the minds of the eligible voter.

Methodology
A 2 (Endorser: Celebrity; Non-Celebrity) X 2 (Political Salience: High; Low) between-subjects factorial design experiment was used. The results show that celebrity endorsements do play a significant role in attitudes towards the political advert, attitudes towards the endorser and voter intention. However, this effect is significantly moderated by Political Salience.

Findings
The results show that low Political Salience respondents were significantly more likely to vote for the political party when a celebrity endorser is used. However, the inverse effect is found for high Political Salience respondents.

Practical Implications
The results offer significant insights into the effect that celebrity endorsers could have in future elections and the importance that Political Salience plays in the effectiveness of celebrity endorsement. If political parties are to target those citizens that do not actively engage with politics then the use of celebrity endorsements would make a significant impact, given the results of this research.

Originality/Value
This research would be of particular interest to political party campaigners as well as academics studying the effects of advertising and identity salience.

Keywords: Political Advertising, Celebrity Endorsement Identity Salience

Self-Referencing and Consumer Evaluations of Larger-Sized female models: A Weight Locus of Control Perspective

In two experiments, we show that the beliefs women have about the controllability of their weight... more In two experiments, we show that the beliefs women have about the controllability of their weight (i.e., weight locus of control) influences their responses to advertisements featuring a larger-sized female model or a slim female model. Further, we examine self-referencing as a mechanism for these effects. Specifically, people who believe they can control their weight (“internals”), respond most favorably to slim models in advertising, and this favorable response is mediated by self-referencing. In contrast, people who feel powerless about their weight (“externals”), self-reference larger-sized models, but only prefer larger-sized models when the advertisement is for a non-fattening product. For fattening products, they exhibit a similar preference for larger-sized models and slim models. Together, these experiments shed light on the effect of model body size and the role of weight locus of control in influencing consumer attitudes.

Keywords Larger-sized models - Self-referencing - Weight locus of control - Brand and advertising attitudes

Hiding in Plain Sight: ‘Secret’ Anorexia Nervosa Communities on YouTube

This research investigates the way in which online public forums are being utilized as a means of... more This research investigates the way in which online public forums are being utilized as a means of sharing ones experiences with Anorexia Nervosa. By adopting a netnographic research approach and Hermeneutic analysis method this research explores the role that personal video logs (vlogs) are being used as a means of public exhibitionism for five sufferers of Anorexia Nervosa.

Living with the obesity stigma: perceptions of being obese from three cultures

One defining antecedent of marginalized consumer groups is their status as being stigmatized. Alt... more One defining antecedent of marginalized consumer groups is their status as being stigmatized. Although much research has investigated the perceptions of onlookers of a stigmatized person or group, little research has been conducted regarding the stigmatized person themselves and what impact the stigma has on his or her behavior. Using qualitative methods, this paper investigates the way in which an understanding of the obesity stigma develops within the individual, the impact that the obesity stigma has on consumers’ perceptions of themselves and finally, their ability to internalize and act upon social marketing interventions.

This Day is to be Special: The Role of Exaggerated Contrast in an Indian Wedding

The film documents how audial and visual cues are purposely exaggerated in Indian weddings, argua... more The film documents how audial and visual cues are purposely exaggerated in Indian weddings, arguably to distinguish the sacred from the profane. In one instance, wedding participants use the colors gold, red, orange and silver. Significantly, these colors are rarely seen in such brilliance and concentration in everyday Indian life. In another instance, the groom approaches the bride on the wedding day accompanied by a large band which involves traditional auspicious instruments such as the Shehnai. The sound of the band contrasts starkly with the traffic and white noise of Delhi streets. The film supports Belk, Wallendorf, & Sherry’s (1989) idea that a key characteristic of sacredness in contemporary consumer culture is its separation from the profane.

It's Time to Quit: Using Advertising to Encourage Smoking Cessation

This paper seeks to contribute to social advertising practice by examining the effectiveness of t... more This paper seeks to contribute to social advertising practice by examining the effectiveness of two different quit smoking ads. This research uses Prochaska and DiClemente's (1983) transtheoretical model of addictive behaviour to understand which advertising messages work at different stages of change. Using an experimental design method two real ads were shown to smokers in different stages of change. The results of this experiment indicate that the self-liberating 'Get Unhooked' ads led to more favourable attitudes towards quitting in smokers looking to quit soon, while the more consciousness-raising British Heart Foundation ad was more effective for those smokers not looking to quit. This research highlights the need for more targeted advertising messages and provides key implications to theory and practice.

Keywords: smoking; advertising; transtheoretical model; social marketing

Validation, Community, and Control Through Exhibitionism: Sufferers of Anorexia Nervosa and Their YouTube Vlogs

This research investigates the way in which online public forums are being utilized as a means of... more This research investigates the way in which online public forums are being utilized as a means of expressing intimate emotions, thoughts and identity. With the ease of access to online video logging (vlogging) the role of the ‘Vlogosphere’ is growing in importance as a medium for public exhibitionism, even when the content of the posts are of an extremely sensitive nature. By adopting a netnographic research approach and Hermeneutic analysis method we explore the role that personal video logs (vlogs) are being used as a means of public exhibitionism for five sufferers of Anorexia Nervosa. The findings show that online exhibitionism offers a sense of personal catharsis for the vlogger but also acts as a means of gaining public acceptance and validation from other sufferers/sympathizers.

How the tone and wording of advertisements interact.

This research investigates how the tone and wording of advertisements interact. This previously n... more This research investigates how the tone and wording of advertisements interact. This previously neglected area of research is explored in the context of television advertisements for mobile phones. Reports on an experiment with two independent variables – affective tone and message framing - shows how these variables interact regarding attitudes towards the ad, and recall, for a New Zealand sample. Results suggest that incongruous matching works best, namely happy ads with negative frames, and sad ads with positive frames, providing new insights for advertising practitioners and academics. Theoretical and managerial implications and directions for future research are also discussed.

Making Healthy Eating Messages More Effective: Combining Integrated Marketing Communication With the Behaviour Ecological Model

International Journal of Consumer …, Jan 1, 2006

Encouraging healthy living involves a complex set of factors that interact with each other. Effec... more Encouraging healthy living involves a complex set of factors that interact with each other. Effective social communication strategies and conceptual models are needed in order to plan and maintain a desired level of societal change. More understanding is needed as to how different levels of society are affected by social communication messages. This paper examines how a social marketing strategy should be targeted in order to maximize societal change. In this paper the Multi-levelled/Multimedia Model of Social Change is presented. This amalgamates integrated marketing communication principles and the Behavioural Ecological Model. It provides a basis for understanding how consistent messages and methods of communication affect long-term behavioural or attitudinal change at the individual and societal levels.

Open Access Journals are like a Box of Chocolates

You never know what you're going to get. It's the truth and, unfortunately, it'sa truth that ever... more You never know what you're going to get. It's the truth and, unfortunately, it'sa truth that every Open Access journal in every field will need to overcome in the next five years if the Open Access model is to gain legitimacy as a means of disseminating knowledge. Offering knowledge in a free and open manner is wonderful. Everyone likes a free gift. However, if the gift you receive, even if it is free, is of little use or relevance to you, then the free gift is valueless.

Can Marketing & Accounting Coexist in Harmony?

Journal of Accounting and Marketing, Jan 1, 2013

No, probably not.

Made with Real Crocodiles: The use of Anthropomorphism to Promote Product Kinship in our Youngest Consumers

This research looks to understand why anthropomorphic images are so overused by marketers to attr... more This research looks to understand why anthropomorphic images are so overused by marketers to attract very young consumers. By drawing on theories from evolutionary biology, evolutionary psychology and social psychology, it is argued that anthropomorphism acts as a catalyst for kin recognition and encourages attachment and liking. A number of bonding concepts are discussed, such as association and phenotype matching, to show how anthropomorphic images encourage a young consumer to draw closer to the product and avoid destruction of the product. The manuscript concludes by calling for further research on understanding very young consumers’ relationships with brands and brand images.

Advancing Your Academic Career

This presentation was part of an invited set of lectures delivered at RMIT, Melbourne in October ... more This presentation was part of an invited set of lectures delivered at RMIT, Melbourne in October 2011. This presentation was specifically designed for doctoral students and early career researchers in Australasian Business Schools. The presentation outlines my ideas and tactics, but by no means is a guaranteed (or complete) approach.

Social Marketing & TCR - What does the future hold?

This presentation was made as an invited lecture at Griffith University. The strong social market... more This presentation was made as an invited lecture at Griffith University. The strong social marketing group at Griffith asked for a topic that would aid in their research and developing a direction for future topics. This lecture presents my thoughts on the topic and where social marketers need to be focusing their efforts in the coming years.

Controlling Communities and Destroying Heterogeneity Online

European Association for Consumer Research …, Jan 1, 2010

Being Online: How the Internet is Changing Research for Consumers

jrconsumers.com

The last ten years have seen significant change in consumers’ lives; changes that are too numerou... more The last ten years have seen significant change in consumers’ lives; changes that are too numerous to document in one article. However, one change that has made, and continues to make, a difference to consumers’ behaviour is their interaction with the Internet and Social Media. In this article I discuss the role that the Internet has played in consumers’ lives as well as the importance of understanding consumers’ interactions online. By being online, consumers are able to live experiences that are far different from their offline interactions. I close with some predictions for consumer welfare and online interaction as well as a look to the future of Research for Consumers.

The golden ties that bind: boundary crossing in diasporic Hindu wedding ritual

Consumption Markets & …, Jan 1, 2011

The interpretive research in this article goes beyond considering how diasporic consumers cross b... more The interpretive research in this article goes beyond considering how diasporic consumers cross borders between home and host cultures, to examine how they cross boundaries within their home culture. In keeping with ethno-consumerism, the authors utilize Hindu meaning categories of sacredness, purity, and auspiciousness to examine the wedding ritual among diasporic Hindus. The authors unpack the transformation of outsider fiancées into insider daughters to show how gold is employed to separate, link, and cross boundaries in extended families. This article demonstrates the agency of the relationships between the gold and its givers, in collectively co-creating an aesthetic subject who is a visual representation of a daughter embedded into the collective self of the extended family. In doing so, the authors demonstrate how diasporic Hindus utilize the cultural code of gold to shape and reaffirm collective identity.

The consumerist turn in higher education: Policy aspirations and outcomes

Insights from the marketing and education literature are combined to analyse government rationale... more Insights from the marketing and education literature are combined to analyse government rationales and mechanisms related to the positioning of contemporary students as consumers and to assess the impact on the process and outcomes of education, on the professional practices of faculty and on widening participation. Pierre Bourdieu's conceptual framework is applied to analyse how consumer mechanisms are mediated by the organisational cultures and practices within universities. These theoretical insights are combined with data from different national contexts to indicate positive outcomes. However, the organisational context of higher education, gamesmanship and outdated marketing relations have also led to the opposite of what policy makers have aspired to. We show how consumerism also promotes passive learning, threatens academic standards, and entrenches academic privilege. The paper contributes to scholarship on consumerism in sectors which are subject to changing relations between state regulation and market forces, and offers policy and management insights.

Staring: How Facebook Facilitates the Breaking of Social Norms

This research looks at one of Facebook’s more nuanced appeals. We look at the way in which Faceb... more This research looks at one of Facebook’s more nuanced appeals. We look at the way in which Facebook eases the tension between consumers’ desire to stare, and the social norm that dictates that we should not stare. Interviews with avid Facebook users reveal that their motivations for staring into the lives of their ‘Friends’ are driven by not just a desire to collect novel and interesting information, but also because their friends’ posts repulse them, and their friends’ misfortune release feelings of Schadenfreude and self affirmation. This research also shows that starers perceive a greater level of connectivity and closeness to those they are staring at, even though the person being stared at has no idea of the starer’s behaviour.

Forgive me Father for I did not give Full Justification for my Sins: How Religious Consumers Justify the Acquisition of Material Wealth

In an experiment this research shows how high religiosity consumers justify the purchase of highl... more In an experiment this research shows how high religiosity consumers justify the purchase of highly materialistic goods. By drawing on the Justification-Suppression Model (JSM) it is shown that high religiosity consumers favour advertisements that suppress materialistic aspects of a good and offer adequate justification for the purchase. However, these same consumers dislike advertisements that explicitly focus on the materialistic nature of a good. The results from the research offer insight into how high religiosity consumers are able to acquire material wealth despite a strong aversion to such practices within their doctrine. Implications from this research include a greater understanding of how to advertise to high religiosity consumers, but also how the JSM can be used as a means of minimising cognitive dissonance during the purchase decisions.

If Kate voted conservative, would you?: The role of celebrity endorsements in political party advertising

Purpose This research has been conducted to determine if celebrity endorsers in political party a... more Purpose
This research has been conducted to determine if celebrity endorsers in political party advertising have a significant impact on UK voter intentions. The use of celebrity endorsements is commonplace in the US, but little is known about its effects in the UK. This research incorporates the use of celebrity endorsements in political party advertising with the Political Salience construct. Political Salience represents how prominent politics and political issues are in the minds of the eligible voter.

Methodology
A 2 (Endorser: Celebrity; Non-Celebrity) X 2 (Political Salience: High; Low) between-subjects factorial design experiment was used. The results show that celebrity endorsements do play a significant role in attitudes towards the political advert, attitudes towards the endorser and voter intention. However, this effect is significantly moderated by Political Salience.

Findings
The results show that low Political Salience respondents were significantly more likely to vote for the political party when a celebrity endorser is used. However, the inverse effect is found for high Political Salience respondents.

Practical Implications
The results offer significant insights into the effect that celebrity endorsers could have in future elections and the importance that Political Salience plays in the effectiveness of celebrity endorsement. If political parties are to target those citizens that do not actively engage with politics then the use of celebrity endorsements would make a significant impact, given the results of this research.

Originality/Value
This research would be of particular interest to political party campaigners as well as academics studying the effects of advertising and identity salience.

Keywords: Political Advertising, Celebrity Endorsement Identity Salience

Self-Referencing and Consumer Evaluations of Larger-Sized female models: A Weight Locus of Control Perspective

In two experiments, we show that the beliefs women have about the controllability of their weight... more In two experiments, we show that the beliefs women have about the controllability of their weight (i.e., weight locus of control) influences their responses to advertisements featuring a larger-sized female model or a slim female model. Further, we examine self-referencing as a mechanism for these effects. Specifically, people who believe they can control their weight (“internals”), respond most favorably to slim models in advertising, and this favorable response is mediated by self-referencing. In contrast, people who feel powerless about their weight (“externals”), self-reference larger-sized models, but only prefer larger-sized models when the advertisement is for a non-fattening product. For fattening products, they exhibit a similar preference for larger-sized models and slim models. Together, these experiments shed light on the effect of model body size and the role of weight locus of control in influencing consumer attitudes.

Keywords Larger-sized models - Self-referencing - Weight locus of control - Brand and advertising attitudes

Hiding in Plain Sight: ‘Secret’ Anorexia Nervosa Communities on YouTube

This research investigates the way in which online public forums are being utilized as a means of... more This research investigates the way in which online public forums are being utilized as a means of sharing ones experiences with Anorexia Nervosa. By adopting a netnographic research approach and Hermeneutic analysis method this research explores the role that personal video logs (vlogs) are being used as a means of public exhibitionism for five sufferers of Anorexia Nervosa.

Living with the obesity stigma: perceptions of being obese from three cultures

One defining antecedent of marginalized consumer groups is their status as being stigmatized. Alt... more One defining antecedent of marginalized consumer groups is their status as being stigmatized. Although much research has investigated the perceptions of onlookers of a stigmatized person or group, little research has been conducted regarding the stigmatized person themselves and what impact the stigma has on his or her behavior. Using qualitative methods, this paper investigates the way in which an understanding of the obesity stigma develops within the individual, the impact that the obesity stigma has on consumers’ perceptions of themselves and finally, their ability to internalize and act upon social marketing interventions.

This Day is to be Special: The Role of Exaggerated Contrast in an Indian Wedding

The film documents how audial and visual cues are purposely exaggerated in Indian weddings, argua... more The film documents how audial and visual cues are purposely exaggerated in Indian weddings, arguably to distinguish the sacred from the profane. In one instance, wedding participants use the colors gold, red, orange and silver. Significantly, these colors are rarely seen in such brilliance and concentration in everyday Indian life. In another instance, the groom approaches the bride on the wedding day accompanied by a large band which involves traditional auspicious instruments such as the Shehnai. The sound of the band contrasts starkly with the traffic and white noise of Delhi streets. The film supports Belk, Wallendorf, & Sherry’s (1989) idea that a key characteristic of sacredness in contemporary consumer culture is its separation from the profane.

It's Time to Quit: Using Advertising to Encourage Smoking Cessation

This paper seeks to contribute to social advertising practice by examining the effectiveness of t... more This paper seeks to contribute to social advertising practice by examining the effectiveness of two different quit smoking ads. This research uses Prochaska and DiClemente's (1983) transtheoretical model of addictive behaviour to understand which advertising messages work at different stages of change. Using an experimental design method two real ads were shown to smokers in different stages of change. The results of this experiment indicate that the self-liberating 'Get Unhooked' ads led to more favourable attitudes towards quitting in smokers looking to quit soon, while the more consciousness-raising British Heart Foundation ad was more effective for those smokers not looking to quit. This research highlights the need for more targeted advertising messages and provides key implications to theory and practice.

Keywords: smoking; advertising; transtheoretical model; social marketing

Validation, Community, and Control Through Exhibitionism: Sufferers of Anorexia Nervosa and Their YouTube Vlogs

This research investigates the way in which online public forums are being utilized as a means of... more This research investigates the way in which online public forums are being utilized as a means of expressing intimate emotions, thoughts and identity. With the ease of access to online video logging (vlogging) the role of the ‘Vlogosphere’ is growing in importance as a medium for public exhibitionism, even when the content of the posts are of an extremely sensitive nature. By adopting a netnographic research approach and Hermeneutic analysis method we explore the role that personal video logs (vlogs) are being used as a means of public exhibitionism for five sufferers of Anorexia Nervosa. The findings show that online exhibitionism offers a sense of personal catharsis for the vlogger but also acts as a means of gaining public acceptance and validation from other sufferers/sympathizers.

How the tone and wording of advertisements interact.

This research investigates how the tone and wording of advertisements interact. This previously n... more This research investigates how the tone and wording of advertisements interact. This previously neglected area of research is explored in the context of television advertisements for mobile phones. Reports on an experiment with two independent variables – affective tone and message framing - shows how these variables interact regarding attitudes towards the ad, and recall, for a New Zealand sample. Results suggest that incongruous matching works best, namely happy ads with negative frames, and sad ads with positive frames, providing new insights for advertising practitioners and academics. Theoretical and managerial implications and directions for future research are also discussed.

Making Healthy Eating Messages More Effective: Combining Integrated Marketing Communication With the Behaviour Ecological Model

International Journal of Consumer …, Jan 1, 2006

Encouraging healthy living involves a complex set of factors that interact with each other. Effec... more Encouraging healthy living involves a complex set of factors that interact with each other. Effective social communication strategies and conceptual models are needed in order to plan and maintain a desired level of societal change. More understanding is needed as to how different levels of society are affected by social communication messages. This paper examines how a social marketing strategy should be targeted in order to maximize societal change. In this paper the Multi-levelled/Multimedia Model of Social Change is presented. This amalgamates integrated marketing communication principles and the Behavioural Ecological Model. It provides a basis for understanding how consistent messages and methods of communication affect long-term behavioural or attitudinal change at the individual and societal levels.