On resonance: a critical pluralistic inquiry into advertising rhetoric

Article Abstract:

Print ads exhibit resonance when they combine wordplay with a relevant picture to create ambiguity and incongruity. This article uses multiple perspectives and methods within a framework of critical pluralism to investigate advertising resonance. Semiotic text analyses, a content analysis of contemporary magazine ads, two experiments, and phenomenological interviews combine to yield insights into the operation, prevalence, impact, and experience of resonance. Specifically, the two experiments show that manipulation of resonance produces positive treatment effects in three domains: liking for the ad, brand attitude, and unaided recall of ad headlines. These effects appear contingent on subjects' successful decoding of resonance and their tolerance for ambiguity (an individual difference variable). Implications for future research on resonance and for the use of critical pluralism in consumer advertising research are discussed. (Reprinted by permission of the publisher.)

Magazine advertising, Rhetoric, Advertising copy

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Are studies of dark side variables confounded by socially desirable responding? The case of materialism

Article Abstract:

Socially desirable responding (SDR) is the tendency of individuals to make themselves look good according to current cultural norms when answering researchers' questions. For over 50 years in the social sciences, SDR has been a complex and controversial issue, typically viewed as a contaminating response bias. Meanwhile, most consume researchers have neglected SDR, including those studying sensitive "dark side" topics where SDR could have an especially detrimental impact on research conclusions. This article reviews conceptual, measurement, and statistical analysis issues related to SDR. Two surveys are then reported that explore the effect of SDR on testing propositions about the nomological network surrounding the materialism value. Implications and recommendations are discussed for investigating SDR in consumer research, including opportunities for future contributions. (Reprinted by permission of the publisher.)

Analysis, Marketing research, Market research, Materialism, Social desirability

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Self-gifts: phenomenological insights from four contexts

Article Abstract:

This article reports the results of a study meant to portray a detailed picture of self-gift experiences in four contexts, focusing notably on reward and therapeutic self-gifts. Extending prior conceptual discussions, the finding suggest that self-gifts are a form of personally symbolic self-communication through special indulgences that tend to be premeditated and highly con text bound. Discussion centers on theoretical implications and future direction for self-gift research. Overall, self-gifts represent a complex class of personal acquisitions that offer intriguing insights of self-directed consumer behavior. (Reprinted by permission of the publisher.)

Psychological aspects, Consumer behavior, Gifts, Self-perception, Self perception

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