draft document When Colonel Mark N. Brown was orbiting the earth as a Mission Specialist aboard t... more draft document When Colonel Mark N. Brown was orbiting the earth as a Mission Specialist aboard the Space Shuttle Columbia on STS-28 in 1989, and when he served aboard Discovery on STS-48 in 1991, the decision regarding where to land was primarily in the hands of NASA Mission Control. Barring an emergency, the landing sites were limited to Edwards AFB,
Journal of current issues and research in advertising, Nov 5, 2018
As comedic violence has increased in advertising, questions arise about whether and when it is ef... more As comedic violence has increased in advertising, questions arise about whether and when it is effective. This research addresses the impact that audience preexposure to violent (nonviolent) media might have on audience responses. Study 1 finds that audiences respond more favorably to comedic advertising violence if they are primed with violent media, akin to commercial viewed during a violent TV program. Study 2 finds that viewers respond more favorably to comedic advertising violence if they have habitual exposure to violent video games. The findings indicate that prior exposure to violence is related to more favorable responses to comedic advertising violence. Violence is widespread in U.S. media, a result demonstrated by a recent content analysis that found that 16 of 17 television series and 70% of the individual television episodes studied had some level of violence (Gabrielli et al. 2016). Most of the programs included in the sample were advertiser supported. In addition, many programs not in the sample, such as American Horror Story and The Walking Dead, include frequent scenes of graphic violence. These programs are supported by advertising embedded within this very violent context. Within the broader and more violent media context, advertising itself has also taken a more aggressive tone, which is nearly always couched in humor (see, e.g., Blackford et al. 2011; Scharrer et al. 2006). The Scharrer et al. (2006) work found that more than 6% of U.S. prime time TV ads combine humor and violence. In 1989 U.S. Superbowl ads contained about 19% of ads that combined humor and aggression, but few with physical violence. By 2005 about one-third and by 2009 more than 40% of ads used aggression, with more than one-third of those using physical violence (Gulas, McKeage, and Weinberger 2010). The use of comedic violence in advertising represents a significant break from past practice (Gulas, McKeage, and Weinberger 2010; Weinberger, Gulas, and Weinberger 2015). Though researchers have begun to study the impact of comedic advertising violence, the effect that prior exposure to violent media plays has not been explored. For advertisers, the question is whether short-or long-term exposure to violence in background media might influence how audiences respond to commercials that themselves contain instances of violence. This has implications for TV commercial scheduling and audience targeting. We begin with a look at the recent research on the comedic advertising violence and then shift to a broader overview of the effects of short and longer-term exposure to media violence. We then examine the effect of exposure to media violence on responses to comedic advertising violence empirically from the perspective of script theory.
Due to the commission structure there is little price competition in residential real estate brok... more Due to the commission structure there is little price competition in residential real estate brokerage services, and the local Multiple Listing Service (MLS) equalizes access to market information among brokerages. Real estate firms are thus faced with the challenge of standing out in a crowded market with few points of real competitive differentiation. Results of a telephone survey with 2,107
Recent academic research has focused on the use of novelty and shock in advertising executions. O... more Recent academic research has focused on the use of novelty and shock in advertising executions. One manifestation of this approach in American television advertising is the use of aggressive humor; a dramatic change in the way humor has historically been employed. This investigation examines two studies of the responses of men and women to violence in humorous advertising. The results of both studies reveal differences in the responses of men and women suggesting there may be a risk in coupling humor with high physical violence in ads targeted toward female audiences. The second study examines in a path model the role of perceived violations of social norms and perceived humor on the attitudes of men and women toward the ad and the brand. The poor response of women to more violence with humor ads is closely related to their perceived violations of social norms; for men, their more positive response to such ads is related to their perception of humor in the ads with humor and stronger violence.
International Journal of Advertising, May 20, 2016
As the use of comedic aggression in advertising has become more frequent, questions about the bou... more As the use of comedic aggression in advertising has become more frequent, questions about the boundary conditions of its effectiveness become more important. Issues related to the vividness of the aggression, unique audience responses, and legitimacy of the aggression are examined here as potential influences on the impact of comedic advertising aggression. Two experiments are reported that explore how reactions to comedic advertising aggression are influenced by components of vividness (concreteness – aggressive intensity, emotional interest – psychological distance), the audience's gender identity, and whether the aggression was provoked and justified. Feminine identity individuals in close psychological situations react quite negatively to advertising using the highest level of comedic aggression while masculine identity individuals actually prefer the most vivid aggression in some conditions. The response patterns become different for feminine and masculine identity individuals when the aggression is unprovoked and therefore less justified. The results provide guidance about the limits of using comedic advertising aggression.
International Journal of Advertising, Feb 11, 2015
This study examines the evolving acceptance and use of humour in advertising over the past centur... more This study examines the evolving acceptance and use of humour in advertising over the past century. Sociologists point to humour as an expression of the macro-societal mood. Consistent with this thesis, we analyse two data sets of outdoor advertisements that span over 100 years. We use a socio-cultural and historical perspective to understand the underlying drivers and changes in humour use at both the macro-cultural level and at the micro-industry level in the US. The results reveal the contextual interplay that led to changes in the acceptance of humorous advertisements as well as the evolution of humour styles and elements.
Journal of Real Estate Practice and Education, Jun 1, 2008
Survey information details how respondents have searched for agents and properties in the past an... more Survey information details how respondents have searched for agents and properties in the past and how they plan to in the future. This information may enable agents to more effectively target their promotional activities. Among other things, the results indicate that advertising has limited effectiveness for self promotion. When promoting property, the results indicate the effectiveness of the Internet is positively related to house price, and while the role of newspapers is declining in importance, sellers still expect agents to advertise in this media. An important contribution of this study is an analysis of consumers who plan to transact soon.
When a consumer contacts a company, it provides the firm with an opportunity to begin a dialogue.... more When a consumer contacts a company, it provides the firm with an opportunity to begin a dialogue. If a problem occurred with a good or service, a customer complaint provides a company with the opportunity to correct the problem and perhaps retain a customer. A consumer compliment provides the opportunity to turn a satisfied consumer into a brand advocate. Yet
The use of humor has become common practice in advertising; yet our knowledge about its impact ha... more The use of humor has become common practice in advertising; yet our knowledge about its impact has not been updated since the last major review almost twenty years ago. In the interim, a great deal of humor research has been conducted. The outcome of this research only partially supports earlier conclusions and highlights the need to apply humor with care. Humor is by no means a guarantee of better ads, but its effect can be enhanced with careful consideration of the objectives one seeks to achieve as well as the audience, situation, and type of humor.
ABSTRACT In this paper we present and analyze survey data gathered from Ohio REALTORS. Respondent... more ABSTRACT In this paper we present and analyze survey data gathered from Ohio REALTORS. Respondents were classified into performance groups and the responses of the high and low performance groups are examined to discover and compare the following three areas; perceptions of individual promotional outlet effectiveness, current promotional activities, and future promotional plans.
Managers of retail stores, restaurants, and hotels take great care in creating physical environme... more Managers of retail stores, restaurants, and hotels take great care in creating physical environments that are conducive to their business goals. However, little empirical research has been conducted regarding the extent to which manipulations of the environment affect consumer behavior. This study examined the effect of one aspect of the ambient environment on consumers, namely ambient scent. Scent is a component of the environment, and a growing body of olfaction research indicates that it may effect human mood and behavior. To explore the effects of pleasant ambient scent, a laboratory experiment was conducted. The experiment measured the responses of 308 female undergraduate students to a series of multiple item scales completed under one of three scent conditions, coconut, muguet, and a no scent control condition. In addition to the scale items, the data collection instrument also included an open ended thought listing task. Observational analysis also was conducted, as was a series of follow-up interviews. The data were examined both quantitatively and qualitatively. The findings from the study are best described as equivocal. Contrary to the expectations, pleasant ambient scent was not found to have a positive effect on product evaluation. However, pleasant ambient scent did appear to have a slight positive effect on the evaluation of the room in which the study was held. Ambient scent also appeared to have a slight relaxation effect on the respondents. This effect was evidenced by respondents\u27 lower levels of thought listing and lower likelihood of intensive product evaluations in the scent conditions. The results also suggest a slight interaction effect. The evaluation of products that respondents perceived to be high in personal relevance appeared to be less affected by the relaxation effect. The results imply that ambient scent does affect consumer behavior, but this effect is very slight
... Women in ads have been classified as exotic, trendy, classic, girl-next-door, sex kitten, or ... more ... Women in ads have been classified as exotic, trendy, classic, girl-next-door, sex kitten, or cute (Englis ... 1991) study and the Martin and Gentry (1997) study suggest that social comparison toadvertising imagery may exact a psy-chological cost for young women and girls. ...
Developments in marketing science: proceedings of the Academy of Marketing Science, Dec 8, 2014
Sales promotions that include cause-related marketing (CRM) appeals have become commonplace in to... more Sales promotions that include cause-related marketing (CRM) appeals have become commonplace in today’s marketplace. An exploratory study found that sales promotions that contained a CRM appeal were perceived to be more emotional than "everyday" sales promotions. However, there was no significant difference between the attitudes for the two types of sales promotions. Emotionality of a CRM appeal appears to have an inverted U relationship with the size of the attached promotional incentive offered in the sales promotion.
Consumers form complex relationships with service entities. While relationship marketing theory i... more Consumers form complex relationships with service entities. While relationship marketing theory is one means of exploring these relationships, other theoretical areas can also yield useful insights. An examination of customers' perceptions of one retail service provider across a 15-year span reveals the multifaceted yet consistent roles the provider plays as these consumers make use of the site to instantiate and express their identities.
The 2003 ACR Film Festival accepted 13 films by a variety of producers ranging from first time ac... more The 2003 ACR Film Festival accepted 13 films by a variety of producers ranging from first time academic filmmakers to film school trained professionals. The films presented considerable diversity in their approaches to subject matter, ranging from abstract impressionistic films to talking head documentaries to travelogues. We were also pleased that three of these films were from Europe, two were from Asia, and eight were from North America. Besides the diversity of affiliations and geography, the films addressed an interesting variety of topics as the abstracts below attest. This year we forsook the popcorn and moved the Film Festival to a daytime format running all-day Friday and Saturday. The daytime format was successful and we were also pleased to hear a number of references to the films during the paper sessions of the Conference. Each initial showing was followed by 15 minutes of question and answer with the filmmakers. We were delighted to see many lively and stimulating discussions during these periods. A second showing of each film took place on Saturday without the filmmaker interaction. We were assisted in running these sessions by a number of the filmmakers from this year's and last year's Festival and we greatly appreciate their help and involvement. Prizes this year were to have gone to Gold, Silver, and Bronze award-winners based on People's Choice ballots submitted by film audiences. However, we had a pair of two-way ties and therefore awarded two Gold and two Silver awards as follows.
draft document When Colonel Mark N. Brown was orbiting the earth as a Mission Specialist aboard t... more draft document When Colonel Mark N. Brown was orbiting the earth as a Mission Specialist aboard the Space Shuttle Columbia on STS-28 in 1989, and when he served aboard Discovery on STS-48 in 1991, the decision regarding where to land was primarily in the hands of NASA Mission Control. Barring an emergency, the landing sites were limited to Edwards AFB,
Journal of current issues and research in advertising, Nov 5, 2018
As comedic violence has increased in advertising, questions arise about whether and when it is ef... more As comedic violence has increased in advertising, questions arise about whether and when it is effective. This research addresses the impact that audience preexposure to violent (nonviolent) media might have on audience responses. Study 1 finds that audiences respond more favorably to comedic advertising violence if they are primed with violent media, akin to commercial viewed during a violent TV program. Study 2 finds that viewers respond more favorably to comedic advertising violence if they have habitual exposure to violent video games. The findings indicate that prior exposure to violence is related to more favorable responses to comedic advertising violence. Violence is widespread in U.S. media, a result demonstrated by a recent content analysis that found that 16 of 17 television series and 70% of the individual television episodes studied had some level of violence (Gabrielli et al. 2016). Most of the programs included in the sample were advertiser supported. In addition, many programs not in the sample, such as American Horror Story and The Walking Dead, include frequent scenes of graphic violence. These programs are supported by advertising embedded within this very violent context. Within the broader and more violent media context, advertising itself has also taken a more aggressive tone, which is nearly always couched in humor (see, e.g., Blackford et al. 2011; Scharrer et al. 2006). The Scharrer et al. (2006) work found that more than 6% of U.S. prime time TV ads combine humor and violence. In 1989 U.S. Superbowl ads contained about 19% of ads that combined humor and aggression, but few with physical violence. By 2005 about one-third and by 2009 more than 40% of ads used aggression, with more than one-third of those using physical violence (Gulas, McKeage, and Weinberger 2010). The use of comedic violence in advertising represents a significant break from past practice (Gulas, McKeage, and Weinberger 2010; Weinberger, Gulas, and Weinberger 2015). Though researchers have begun to study the impact of comedic advertising violence, the effect that prior exposure to violent media plays has not been explored. For advertisers, the question is whether short-or long-term exposure to violence in background media might influence how audiences respond to commercials that themselves contain instances of violence. This has implications for TV commercial scheduling and audience targeting. We begin with a look at the recent research on the comedic advertising violence and then shift to a broader overview of the effects of short and longer-term exposure to media violence. We then examine the effect of exposure to media violence on responses to comedic advertising violence empirically from the perspective of script theory.
Due to the commission structure there is little price competition in residential real estate brok... more Due to the commission structure there is little price competition in residential real estate brokerage services, and the local Multiple Listing Service (MLS) equalizes access to market information among brokerages. Real estate firms are thus faced with the challenge of standing out in a crowded market with few points of real competitive differentiation. Results of a telephone survey with 2,107
Recent academic research has focused on the use of novelty and shock in advertising executions. O... more Recent academic research has focused on the use of novelty and shock in advertising executions. One manifestation of this approach in American television advertising is the use of aggressive humor; a dramatic change in the way humor has historically been employed. This investigation examines two studies of the responses of men and women to violence in humorous advertising. The results of both studies reveal differences in the responses of men and women suggesting there may be a risk in coupling humor with high physical violence in ads targeted toward female audiences. The second study examines in a path model the role of perceived violations of social norms and perceived humor on the attitudes of men and women toward the ad and the brand. The poor response of women to more violence with humor ads is closely related to their perceived violations of social norms; for men, their more positive response to such ads is related to their perception of humor in the ads with humor and stronger violence.
International Journal of Advertising, May 20, 2016
As the use of comedic aggression in advertising has become more frequent, questions about the bou... more As the use of comedic aggression in advertising has become more frequent, questions about the boundary conditions of its effectiveness become more important. Issues related to the vividness of the aggression, unique audience responses, and legitimacy of the aggression are examined here as potential influences on the impact of comedic advertising aggression. Two experiments are reported that explore how reactions to comedic advertising aggression are influenced by components of vividness (concreteness – aggressive intensity, emotional interest – psychological distance), the audience's gender identity, and whether the aggression was provoked and justified. Feminine identity individuals in close psychological situations react quite negatively to advertising using the highest level of comedic aggression while masculine identity individuals actually prefer the most vivid aggression in some conditions. The response patterns become different for feminine and masculine identity individuals when the aggression is unprovoked and therefore less justified. The results provide guidance about the limits of using comedic advertising aggression.
International Journal of Advertising, Feb 11, 2015
This study examines the evolving acceptance and use of humour in advertising over the past centur... more This study examines the evolving acceptance and use of humour in advertising over the past century. Sociologists point to humour as an expression of the macro-societal mood. Consistent with this thesis, we analyse two data sets of outdoor advertisements that span over 100 years. We use a socio-cultural and historical perspective to understand the underlying drivers and changes in humour use at both the macro-cultural level and at the micro-industry level in the US. The results reveal the contextual interplay that led to changes in the acceptance of humorous advertisements as well as the evolution of humour styles and elements.
Journal of Real Estate Practice and Education, Jun 1, 2008
Survey information details how respondents have searched for agents and properties in the past an... more Survey information details how respondents have searched for agents and properties in the past and how they plan to in the future. This information may enable agents to more effectively target their promotional activities. Among other things, the results indicate that advertising has limited effectiveness for self promotion. When promoting property, the results indicate the effectiveness of the Internet is positively related to house price, and while the role of newspapers is declining in importance, sellers still expect agents to advertise in this media. An important contribution of this study is an analysis of consumers who plan to transact soon.
When a consumer contacts a company, it provides the firm with an opportunity to begin a dialogue.... more When a consumer contacts a company, it provides the firm with an opportunity to begin a dialogue. If a problem occurred with a good or service, a customer complaint provides a company with the opportunity to correct the problem and perhaps retain a customer. A consumer compliment provides the opportunity to turn a satisfied consumer into a brand advocate. Yet
The use of humor has become common practice in advertising; yet our knowledge about its impact ha... more The use of humor has become common practice in advertising; yet our knowledge about its impact has not been updated since the last major review almost twenty years ago. In the interim, a great deal of humor research has been conducted. The outcome of this research only partially supports earlier conclusions and highlights the need to apply humor with care. Humor is by no means a guarantee of better ads, but its effect can be enhanced with careful consideration of the objectives one seeks to achieve as well as the audience, situation, and type of humor.
ABSTRACT In this paper we present and analyze survey data gathered from Ohio REALTORS. Respondent... more ABSTRACT In this paper we present and analyze survey data gathered from Ohio REALTORS. Respondents were classified into performance groups and the responses of the high and low performance groups are examined to discover and compare the following three areas; perceptions of individual promotional outlet effectiveness, current promotional activities, and future promotional plans.
Managers of retail stores, restaurants, and hotels take great care in creating physical environme... more Managers of retail stores, restaurants, and hotels take great care in creating physical environments that are conducive to their business goals. However, little empirical research has been conducted regarding the extent to which manipulations of the environment affect consumer behavior. This study examined the effect of one aspect of the ambient environment on consumers, namely ambient scent. Scent is a component of the environment, and a growing body of olfaction research indicates that it may effect human mood and behavior. To explore the effects of pleasant ambient scent, a laboratory experiment was conducted. The experiment measured the responses of 308 female undergraduate students to a series of multiple item scales completed under one of three scent conditions, coconut, muguet, and a no scent control condition. In addition to the scale items, the data collection instrument also included an open ended thought listing task. Observational analysis also was conducted, as was a series of follow-up interviews. The data were examined both quantitatively and qualitatively. The findings from the study are best described as equivocal. Contrary to the expectations, pleasant ambient scent was not found to have a positive effect on product evaluation. However, pleasant ambient scent did appear to have a slight positive effect on the evaluation of the room in which the study was held. Ambient scent also appeared to have a slight relaxation effect on the respondents. This effect was evidenced by respondents\u27 lower levels of thought listing and lower likelihood of intensive product evaluations in the scent conditions. The results also suggest a slight interaction effect. The evaluation of products that respondents perceived to be high in personal relevance appeared to be less affected by the relaxation effect. The results imply that ambient scent does affect consumer behavior, but this effect is very slight
... Women in ads have been classified as exotic, trendy, classic, girl-next-door, sex kitten, or ... more ... Women in ads have been classified as exotic, trendy, classic, girl-next-door, sex kitten, or cute (Englis ... 1991) study and the Martin and Gentry (1997) study suggest that social comparison toadvertising imagery may exact a psy-chological cost for young women and girls. ...
Developments in marketing science: proceedings of the Academy of Marketing Science, Dec 8, 2014
Sales promotions that include cause-related marketing (CRM) appeals have become commonplace in to... more Sales promotions that include cause-related marketing (CRM) appeals have become commonplace in today’s marketplace. An exploratory study found that sales promotions that contained a CRM appeal were perceived to be more emotional than "everyday" sales promotions. However, there was no significant difference between the attitudes for the two types of sales promotions. Emotionality of a CRM appeal appears to have an inverted U relationship with the size of the attached promotional incentive offered in the sales promotion.
Consumers form complex relationships with service entities. While relationship marketing theory i... more Consumers form complex relationships with service entities. While relationship marketing theory is one means of exploring these relationships, other theoretical areas can also yield useful insights. An examination of customers' perceptions of one retail service provider across a 15-year span reveals the multifaceted yet consistent roles the provider plays as these consumers make use of the site to instantiate and express their identities.
The 2003 ACR Film Festival accepted 13 films by a variety of producers ranging from first time ac... more The 2003 ACR Film Festival accepted 13 films by a variety of producers ranging from first time academic filmmakers to film school trained professionals. The films presented considerable diversity in their approaches to subject matter, ranging from abstract impressionistic films to talking head documentaries to travelogues. We were also pleased that three of these films were from Europe, two were from Asia, and eight were from North America. Besides the diversity of affiliations and geography, the films addressed an interesting variety of topics as the abstracts below attest. This year we forsook the popcorn and moved the Film Festival to a daytime format running all-day Friday and Saturday. The daytime format was successful and we were also pleased to hear a number of references to the films during the paper sessions of the Conference. Each initial showing was followed by 15 minutes of question and answer with the filmmakers. We were delighted to see many lively and stimulating discussions during these periods. A second showing of each film took place on Saturday without the filmmaker interaction. We were assisted in running these sessions by a number of the filmmakers from this year's and last year's Festival and we greatly appreciate their help and involvement. Prizes this year were to have gone to Gold, Silver, and Bronze award-winners based on People's Choice ballots submitted by film audiences. However, we had a pair of two-way ties and therefore awarded two Gold and two Silver awards as follows.
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Papers by Charles Gulas