Adaptación de las escalas de actitudes hacia el tabaco, el alcohol y otras drogas en adolescentes portugueses

El presente estudio muestra los resultados de la adaptación de las escalas de actitudes hacia el tabaco (López-Sánchez, Garcia-Rodriguez, Mira y Estévez, 2000), el alcohol (Garcia-Rodriguez y López-Sánchez, 2001) y otras drogas (López-Sánchez et al., 2000) en población portuguesa. Se trata de tres escalas, cada una con trece ítems, de respuesta tipo Likert con cinco opciones de respuesta, que diferencian tres sub-escalas. Para realizar el estudio de adaptación de las escalas a la población portuguesa, se han utilizado dos muestras independientes, constituidas por 329 y 443 adolescentes, alumnos de bachillerato del norte del país, a quienes se administraron los instrumentos. Los datos recogidos, después de ser sometidos a un análisis factorial exploratorio y confirmatorio, permitieron encontrar una solución adecuada para cada una de las escalas, dando como resultando una buena validez y fiabilidad. En la validez concurrente, los resultados sugieren diferencias de género con todas las sub-escalas y una relación negativa con la edad, así como diferencias en las actitudes de acuerdo con la experiencia y el consumo.

What makes an ad enjoyable? Analysing advertising appeals as viewed by Portuguese consumers

Nowadays, consumers are faced with a variety of media that convey myriad advertising messages, which struggle amidst a highly competitive environment, with a view to drawing the viewers’ attention, raising awareness, creating interest and inspiring desire and, ultimately, leading to the purchase of the product/service at stake. For this, advertising professionals deliberately intertwine their selling arguments with emotionally-charged creative concepts. It is the aim of this study to analyse the impact of the main creative appeals and to identify groups of consumers based on their attitudes towards them. We have undertaken a quantitative study, by means of a survey administered to a convenience sample with a list of creative appeals, which had to be classified by the respondents according to their attitudes. Globally speaking, the preferred appeals were humour, music and animation. Nonetheless, it was possible to divide the respondents into three groups. ‘Advertising fans’, the ‘rationally-minded’ and the ‘emotionally-minded’. This study presents some limitations, especially as to the sample used. Apart from the reduced number of respondents and lack of more widespread geographic reach, some academic qualifications were underrepresented. The results of this study offer some avenues to be explored by marketing and advertising professionals when it comes to deciding on the best creative approach to select for their advertising campaigns. Besides, this study paves the way to the development of future research on the issue of advertising appeals and its relationship with the psychographic characteristics of consumers.

Fashion opinion leadership, innovativeness and attitude toward advertising among Portuguese consumers

In the context of the fashion market, this study aims to analyze opinion leadership and, specifically, to verify the correlation that may exist between opinion leadership, fashion innovativeness and attitude towards fashion advertising. It is also intended to identify two different consumer groups: opinion leaders and fashion followers based on “opinion leadership” construct. Data collection was done through a self-administered questionnaire with a convenience sample of 203 graduate and postgraduate students of two universities of Porto, the second major city of Portugal. Results show a positive correlation between fashion innovativeness, fashion opinion leadership, and attitude towards fashion advertising. It was possible to identify two groups of consumers: fashion influencers, who exhibit a moderate sense of innovativeness and a positive attitude towards fashion advertising; and fashion followers who don’t consider themselves neither innovators nor opinion leaders, but have a moderate positive attitude towards fashion advertising.