chau nguyen hai dang_baiu08002_thesis
TRANSCRIPT
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VIETNAM NATIONAL UNIVERSITYHO CHI MINH CITY
INTERNATIONAL UNIVERSITY
SCHOOL OF BUSINESS
STUDYING THE IMPACT OF HUMOR APPEAL INTVC ON CONSUMERS ATTITUDE TOWARDSBEER BRAND
THE CASE OF HEINEKEN BEER
In Partial Fulfillment of the Requirements of the Degree of
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In Partial Fulfillment of the Requirements of the Degree of
THE IMPACT OF HUMOR APPEAL IN TVC ONCONSUMERS ATTITUDE TOWARDS BEER BRAND
THE CASE OF HEINEKEN BEER
APPROVED BY Advisor APPROVED BY: Committee ,
_____________________________ _____________________________
MA. Nguyen Thi Huong Giang Mr/Ms.
___________________________ _____________________________Mr/Ms. Mr/Ms.
________________________________
Mr/Ms.
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ACKNOWLEDGEMENT
t is a great honor to express my deep appreciation to people who helped to
make this thesis completed successfully. Firstly, Im grateful to my great
advisor, MA. Nguyen Thi Huong Giang, for her wonderful and enthusiasticsupport. This long process would be difficult to finish without your help.
Thank you for your effort and your wide knowledge to make my topic possible, your
weekly recommendation and advice are always a guidance for me to know where I should
improve in this paper. I know your busy life leave less time for yourself, but this thesis
would be never finished successfully without your contribution. You are a wonderful ladywho has taught me a great life-lesson ,always make it simple.
Secondly, I sincerely thank to my best friend group of six ladies who are an
inspiration for my study. Especially, it is a pleasure to thanks to Ms. Do Ngoc Chi Mai,
Ms.Truong Hoai Anh, Ms. Pham Thi Huyen Tram, Ms. Phan Thi Thanh Hang,
Ms.Nguyen Thi Phuong Chi, Ms. Luong Phan Thanh Phuong, Mr. Nguyen Vinh Trieuand Mr. Bui Nguyen Tin, who contributed great ideas as well as the effort to the thesis. I
believe that one of my achievement in university is a forever friendship.
I
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TABLE OF CONTENTS
ACKNOWLEDGEMENT ........................................................................................................... iii
LIST OF TABLES ........................................................................................................................ vi
LIST OF FIGURES ..................................................................................................................... vii
ABSTRACT .................................................................................................................................. ixCHAPTER I ................................................................................................................................... 1
I. BACKGROUND AND RATIONALE ................................................................................. 1
II. RESEARCH OBJECTIVES: ................................................................................................ 4
III. SIGNIFICANCE OF THE RESEARCH .......................................................................... 4
IV. LIMITATIONS OF THE RESEARCH ............................................................................ 5
V. RESEARCH SCOPE............................................................................................................. 5
VI. THESIS STRUCTURE ..................................................................................................... 6
VII. RESEARCH TIMELINE .................................................................................................. 7
CHAPTER II ................................................................................................................................. 9
I. RELATIONAL THEORIES ................................................................................................. 9
1. Advertising appeals ........................................................................................................... 9
2. Humor appeal and its effect on audience ........................................................................ 11
3 M i i d i i 17
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I. SUMMARY OF BEER MARKET IN VIETNAM ........................................................... 31
II. INTRODUCTION OF VBL Ltd. AND HEINEKEN BEER.............................................. 32
CHAPTER V ................................................................................................................................ 34
I. RESPONSE RATE ............................................................................................................. 34
II. DEMOGRAPHICS OF SAMPLE ...................................................................................... 34
III. OBJECTIVE 1 ................................................................................................................ 421. Elements in TVC of beer brand influence on cognitive ( or knowledge) component..... 42
2. Elements in TVC influence on affective ( or likability) component............................... 46
3. Elements in TVC influence on conative ( or behavioral) component:............................ 49
IV. OBJECTIVE 2 ................................................................................................................ 51
1. Influence of TVCs humor appeal on cognitive ( or knowledge) component................. 51
2. Influence of TVCs humor appeal on affective ( or likability) component..................... 54
3. Influence of TVCs humor appeal on conative ( or behavioral) component................... 56
4. Testing the relationship between three components of attitude...................................... 59
5. Compare the difference between male and female.......................................................... 60
6. Comparing conative ( or behavioral) component of attitude among income groups...... 63
V. OBJECTIVE 3 .................................................................................................................... 66
1. Reasons to like Heinekens TVC .................................................................................... 66
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LIST OF TABLES
Table 1:Research timeline ................................................................................................................. 7
Table 2: Measurement ..................................................................................................................... 25
Table 3: Response rate .................................................................................................................... 34
Table 4: Frequency distribution by gender of respondents............................................................. 35
Table 5: Frequency distribution by age of respondents .................................................................. 36Table 6: Frequency distribution by marriage status of respondents................................................ 37
Table 7: Frequency distribution by occupation of respondents....................................................... 38
Table 8: Frequency distributionby monthly income of respondents............................................ 38Table 9: Frequency of watching TVC of respondents .................................................................... 39
Table 10: Frequency of beer brands being watched in TVC........................................................... 40
Table 11: Descriptive statistics of elements impact cognitive component..................................... 42
Table 12:Descriptive statistics of elements impact affective component...................................... 46Table 13: Descriptive statistics of elements impact conative component...................................... 49
Table 14: Reliability Statistics of Cognitive component................................................................. 51
Table 15: Item-Total Statistics ........................................................................................................ 52
Table 16: Descriptive statistics of cognitive component................................................................ 52
Table 17: Reliability Statistics of affective component .................................................................. 54
Table 18: Descriptive statistics of affective component ................................................................ 54
Table 19: Reliability Statistics of conative component................................................................... 56Table 20: Item-Total Statistics ........................................................................................................ 56
Table 21: Descriptive statistics of connative component............................................................... 57
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LIST OF FIGURESFigure 1: A simple Representation of the Tricomponent Attitude Model...................................... 19
Figure 2: A model of attitude formation theory of Eagly and Chaiken, 1993................................ 20
Figure 3: Research DesignTriangulation approach..................................................................... 23Figure 4: The percent of consumption of 10 leading beer brands in Vietnam, 12/2010................. 32
Figure 5:The percent of production market share of brewery producers in Vietnam 2010............ 33
Figure 6: Percentage by gender of respondents............................................................................... 35
Figure 7: Percentage by age of respondents.................................................................................... 36
Figure 8: Percentage by marriage status of respodents................................................................... 37
Figure 9: Percentage by occupation of respondents........................................................................ 38
Figure 10: Percentage by monthly income of respondents ............................................................. 39
Figure 11: Percentage by frequency of watching TVC................................................................... 40
Figure 12: Percentage of beer brand watched through TVC........................................................... 41
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Across history from Aristotle to Freudthoughtf ul and sensitive people have
always sought an understanding of the problem of humor. Humor i s an inherentl y
mysterious and interesting phenomenon which pervades human life
Veatch T. C., 1998
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ABSTRACT
Advertising nowadays is not simply a tool to increase sales for any products, but it
is also an effective way producers in all over the world use to communicate to their
target customers by delivering their products messages. It explains why advertising
appeal is one of very important part in any successful advertising campaign. A rightand suitable advertising appeal is completely able to create an unexpected success to
product brand. In reality, it is clearly to see that many advertisements evoke customers
interest by using humorous factors. Humor is one of the most commonly employed
communication strategies in advertising (Aldan D. L. et al,2000). There are also a lot
of studies and researches about the impact of humor on consumers attitude,howeverit is still spare due to the broad scale of the topic. This is the reason for this paper to
study thoroughly and to discover more findings on this topic by using the academic
theory as well as model of attitude formation of Eagly and Chaiken (1993), the Tri-
component attitude model, to explore the impact of humor appeal in TVC on
consumers attitude toward the advertised brand. This research aims at investigatingthe impact of humor appeal in TVC on consumers attitude through three components,
cognitive, affective and conative component of Tri-component attitude model.
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CHAPTER I
INTRODUCTION
I. BACKGROUND AND RATIONALE
Advertising nowadays is one of the greatest ways for producers to communicate
with their customers and other stakeholders. Most of things in daily life are all advertised,
largely range from the high involvement items such as cars, wine, and jewelry to
necessaries such as food and hygiene products, from tangible to intangible offerings such
as insurance, travelling and warranty services and so forth. .
The diversity as well as continuous impact coming from advertising makes
producers not be affordable to ignore investing on this promotional element. Talking
about development trends in the world, in the latest report in year 2001-2006, a study of
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company, TNS Media Vietnam, 70% of advertising budget of newspaper advertising is for
5 newspapers and magazines who have the largest audiences including Tuoi Tre, Thanh
Nien, Bong Da, Cong An Thanh Pho and Tiep Thi Gia Dinh. Meanwhile, in TV
advertising, 80% of advertising budget places on two channels, HTV7 and VTV3. This
implied the fact that brands choose to spend on advertising mostly for TV advertising and
newspaper magazine; However, because Vietnam advertising industry is still ondeveloping stage, therefore media channels are still the most beneficial choice for brands.
(wwmt.wordpress.com). Along with the continuous development in advertising industry, it
is clearly to see that the trends of advertising in the world as well as in Vietnam are
developing with careful consideration on investment from numerous producers and
marketers who want to expand the promotion activities and to better deliver their productmessages to every target audience. Brewery industry is one of the examples of generous
advertising spenders. Amongst extensive advertising spenders, Heineken is famous for its
frequent advertisings on different media. In a report in 2003, Heineken spent 1.5 million
Pound in a 2-week-PR & advertising campaign in England to promote for replacing
Heineken Export and Heineken Cold Filtered by Heineken Premium in this country (
www.vnbrand.net ). The success of Heineken is not just recognized worldwide.
In Recent years, Heineken pushed their marketing campaigns by becoming the
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the consequence, the significance in advertising of Heineken becomes it own
differentiation to distinguish with other competitors as well as to increase the brand
equity.
Heineken is a typical illustration about the success in using humor as a main
appeal in advertisements. There are many researches showing that humor is powerful and
being widely used in advertising industry. To be more detailed, humor is recognized being
one of the most frequently used techniques in modern advertising. It is estimated in
Markiewicz's research in 1974 that the humor usage in television and radio advertising is
as high as 42% compare to others media, Super Bowl advertising has become very
popular in the U.S., and the top ten advertisements based on meter results all used humor
in 2003, 2004, and 2005 ( Gulas and Weinberger, 2006). Also, according to Weinbergerin 1995, more than $150 billion is spent on advertising in national media in a year, with
between 10% and 30% of that amount going for the placement of ads that are intended to
be humorous (para. in Spotts, Weinberger, and Parsons, 1997). According to TNS Media
Intelligence report in 2008, advertisers in the United States spend about $45 billion a year
on humorous advertisements on the basis of the total advertising expenditures in 2007(Strick Baaren, Holland, and Knippenberg, 2009). Given the fact that consumers in over
the world are different in cultures, their perception, absorption and attitude toward a same
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II. RESEARCH OBJECTIVES:This study is conducted to accomplish these following research objectives:
- To determine the factors in TVC that influence the target audiences attitude
components.
- To discover if TVCs humor appeal can influence on audiences attitude towards
brand beer Heineken.- To understand target audiences current opinion towards TVC of Heineken.
- To support applicable recommendation for Heineken in improving its TVCs
humor effect on target audience s attitude.
III. SIGNIFICANCE OF THE RESEARCH
There is a large number of research studies on humor appeal in advertising as well as
its impact on customers or brand. Most of those researches used experiment to explore the
impact of humor on attention in magazine advertising ( Madden and Weinberger, 1982),
humors effects on persuasion ( Markiewickz D., 1974) , relationship of humor and ad
response (Thomas W. Cline, Moses B. Altsech, James J. Kellaris, 2003).More general
researches are study about the impact of humor on advertising effectiveness (Harlan E
Spotts; Marc G Weinberger; Amy L Parsons, 1997) and humor in advertising overview (
St th l B d C i C S 1973) t I th h t d d l b t th
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brands are considerably limited and not yet sufficient. It is clearly that the researches onthis topic will firstly benefit for Heinekens management and marketer as well as
advertising practitioners to review their advertising approaches and improve their current
advertising strategy.Then,basing on the findings, this researcg will help Heineken to set
suitable strategy to improve their consumers attitude toward Heineken brand.
IV. LIMITATIONS OF THE RESEARCH:
During the time conducting research, it is inevitable to face with limits existing due
to unexpected obstacles. First of all, lack of time and human resource made the research
conducted with relatively small sample which only covered the response of students and
employees from HCMC instead of spreading to the bigger scale to get more valuable
result. In addition, even though survey could be conducted, through online tools, in other
three big cities such as Hanoi, Da Nang or Can Tho where exist a big number of Heineken
consumers, but those feedbacks were not counted. To be clearer, the author decided to
conducted research mainly on HCMC market, it did not study much in other big cities
around Vietnam. However, the finding is still justified due to the main distributor of
Heineken Vietnam Brewery Limited Company is located in HCMC. Moreover, HCMCity is the city where Heineken beer is drunk with largest consumption in Vietnam
id d t h th bi t t f B d i it ( 23% ) di
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This research thesis studies the existing impacts , if any, of humor appeal used inTV advertising on consumers attitude towardbeer brands . More specifically, the case of
Heineken beer TVC in Vietnam will be examined in more details for the purpose of this
study. . Although Heineken beer uses many global TVC for various countries, including
Vietnam, this thesis scope is to study only the impact of Heinekens TVC in Vietnam
market. Also, due to the limit in labor as well as geographical capability mentioned above,all interviews are done in boundary of HCMcity. In addition, the results and findings
withdrawn from this research study will be used as material to help Heineken have a
deeper view on the impact of their current advertising strategy on Vietnamese consumers.
Heineken can base on these findings to suggest a more effective way in its prospective
advertising campaigns in Vietnam market. Moreover, this study also is expected tobecome a premise for further future researches on similar topics.
VI. THESIS STRUCTURE:
This thesis covers five main chapters as following:
Chapter I: Introduction
This chapter is to introduce generally about the study. It presents the context background,
then coming up with research problems and research objectives. Moreover, it also
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This chapter describes about methodologies of how to conduct this research. It aims atintroducing conducting method, explaining the process from getting data, adjusting the
scale and data from various approaches.
Chapter IV: Heineken company introduction
A general view about Heineken brand as well as its official contributor in Vietnam is to be
discussed in more details in this chapter,
Chapter V: Data analysis and findings
Chapter V is to introduce the process of data analysis, then present the main findings and
discussion
Chapter VI: Conclusion and recommendation
To present the result, then come up with suggestion on solution and how to implement and
what should be done to restrict the limitation in further researches.
VII. RESEARCH TIMELINETable 1:Research timeline
No. Activities9-Jan
3-Feb
4-Feb
1-Feb
0-Mar
-Apr
5-Apr
-May
4-May
1-Jun
8-Jun
3-Jul
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7 Mid-way report
8Protocol designIn-depth
Interview conducting
9Data in-depth interview
processing
10 Write thesis
11 Thesis review and edit
12 Thesis submit
13 Oral defense
14 Thesis submit final version
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CHAPTER II
LITERATURE REVIEWS
I have a reason to believe thathumor can now sell
David Olgilvy,1982
I. RELATIONAL THEORIES:
1. Advertising appeals:
Advertising has become one of the most important commercial activities in the
modern competitive environment. Companies spend a large part of their budget to produce
and run advertisements for promotions to communicate information about their
company and products. Companies hope that consumers will purchase their productsdue to the advertisements, which deliver messages about a certain brand and its
products ( Lin, 2011). Thorson and Leavitt also (1992) stated that the best prophet
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Rational Appeal
To meet the varying demands of their target consumers, advertisers commonly use
rational appeal and emotional appeal in their advertising in an attempt to influence
consumer behavior (Chu, 1996). Stafford and Day ( 1995) defined rational appeals a
presentation of factual information in a straightforward way and characterized by
objectivity. In another study in 1984, Puto and Wells referred to this rational approach as
informational advertising. According to Kotler and Armstrong (1991, 426), rational
appeals relate to the audiences self-interest. They show that the product will produce
the desired benefits. Examples are messages showing a products quality, economy, value,
or performance. Rational appeals rely on their persuasiveness, the power of arguments
or reasons for brand attributes. By rational advertising appeal, the product can beemphasized by its benefits, in which consumers self-benefit is the key proposition, and
the function or benefit requested by consumers of the product or service is articulately
presented in advertising ( Lin, 2011). Kotler ( 1991) also added that in an advertisement,
its stressed that a product or service could achieve the function and benefits consumers
desire.
Emotional Appeal
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appeal includes positive and negative emotional appeal. Positive emotional appeal covershumor, love, happiness, and so forth, while negative emotional appeal involves fear, a
sense of guilt, and so on.
In summary, it is clearly that there are two main advertising message appeals,
those are emotional and rational appeal and this is general proposed that these appeal
should match the characteristics of goods or services and the purpose that producers
expect customers accept their delivered message. However, in order to support for this
research, the emotional appeal will be more focused and especially humor appeal, one of
the emotional appeal, and its effect will be studied thoroughly.
2. Humor appeal and its effect on audience:
Humor Appeal
Humor is a medium that serves for many purposes in social interactions in our
everyday lives: it either represents friendliness and politeness (Brown and Levinson,
1987) or reduces threat and criticism (Holmes, 1998). It is a shortcut to approach an
individual in a positive manner or it can be used to give the individual a bad or
offensive message in a constructive manner.
Defining humor has not been an easy task, that is why there are many researchers
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particular message. However, the intensity and duration of arousal, smiles, andlaughter are difficult to scale.
iii. In terms of perceptual responses of the audience: Special tests measuring the
extent to which a message is perceived to be humorous by the audience. This
may be achieved by pencil-and-paper test which measures the extent to which
individual feel a message to be humorous and entertaining.
Kelly and Soloman, in their research in 1975, define humor in advertisements as
(1) a pun, a humorous way of using a word that suggests two interpretations; (2) an
understatement, since sometimes the humorous advertisement means something that is
less than the real; (3) a joke, since the humor in advertisements is sometimes presented
without any seriousness; (4) something ludicrous, which is just used for the purpose tolaugh; (5) a satire, as sarcasm is used in some of the humorous advertisements to show
vice or folly; (6) irony, since sometimes the words are used to express the opposite
meanings; and, what the researchers say is the most important one, (7) intent, which is the
perceived purpose of advertiser to be humorous.
Another research of Catanescu & Tom (2011), they added two more categories ofhumor classification , including comparison and personification into classification system
l d b f i h f R i k (1998) A d fi ll thi t d fi d t
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humor more often suggest that the effectiveness of the humor types may differ bymedium. Different types of humor may be better suited for different types of products as
well ( Catanescu & Tom, 2001). Moreover, Catanescu & Tom also revealed that humor is
used more in television ads than print ads. These findings support the belief of advertising
that television is a more effective channel to use humor.
Humor is widely used by advertisers all around the world. For example, a
quarter of all prime time television advertisements in US use humor appeal (Weinberger
and Spotts, 1995; 1997) .Advertisers in the 1990s argued that they should adapt the use
of humor to changing societal factors, such as the mood of the times and the economy in
general (Beard , 1998). The use of humor became mo re and more popular among
advertisers after that, and humor has become one of the most popular strategies intelevision advertising. Advertisers and marketers also recognized that humor plays a
significant role in promoting brands, and consequently fuelling purchase intentions.
Unlike sexual appeal, humor is far less controversial and is otherwise appreciated and
embraced( Moncada N., 2010). Both Dr. Cline and Dr. Kellaris have demonstrated that
simple humor in ads can inadvertently generate greater assessments towards the brandand product or service.
H l d tt ti
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review of literature, Weinberger and Gulas (1992) cited from Duncan ( 1979) and Madden(1982) to support humorrelatedness differently affect attention. In fact, they argued that
controlling the relatedness of humor made the finding of experimental studies in
advertising unanimous and support for humors positive impact on attention. Because
increasing attention creates opportunities for more extensive information processing, so
humor in an ad may lead to an enhance of message processing.
Joe Sedelmaier, a guru of humorous ads, has long claim that the presence of humor
effectively increases attention to ads. Using industry data, Madden and Einberger in 1982,
found that humorous magazine ads outperformed non-humorous ads in term of generating
and holding attention. Moreover, in 1995, Weinberger and his colleagues also found
evidence that humor is directly linked to both attention and recognition. Spotts,Weinberger and Parsons in 1997 also used industry data to show that humor enhanced
initial attention, aided brand recall and held attention for both high-risk/expressive goods (
e.g: snack foods, beer) and high-risk/functional goods ( e.g, appliances). Duncan and
Nelson ( 1985) also demonstrated humors positive impact on attention.
Compared with non-humorous advertisements, humorous advertising tends to havemore positive results on drawing people's attention. In a laboratory test of attention
ff t f h i d ti i S k d h d ti t ith
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towards an advertisement . It is reviewed by Weingerber and Gulas (1992) that tenadvertising studies and seven non-advertising studies report a positive effect of humor on
liking while only two advertising studies and three non-advertising studies report neutral
or mixed findings. By experiment, in the study of Gelb and Pickett (1983), they
successfully tested the hypothesis of the perceived humor in an advertisement is positively
associated with liking the advertisements. There is numerous researches supported thatlikability to an advertisement directly associated with the likability to a brand (Gelb &
Zinkha, 1985; Mitchell & Olson,1981; Shimp, 1981; Zhang, 1996). Theoretically, Shimp
(1981) argued that the increased favorable attitude towards an advertisement would
enhance the likability toward the brand advertised and eventually affect the consumers
choice of brand. Marketing literature gives similar strong support for enhanced liking
through the use of humor which has been shown to increase both liking of the ad ( Belch
,1984; Gelb and Pickett 1983; Duncan and Nelson 1985;Speck 1987) and liking of the
brand ( Gelb and Pickett 1983;Gelb and Zinkhan 1986;Duncan and Nelson 1985).
Since the likability toward an advertisement is strongly mediating the likability to
a brand and even the choice of brand, so in the research of Cheng and Duo about TheAdvertising Effectiveness of projecting humor element in to sexual appeal, they stated
that the use of humorous elements can enhance the favorable attitude towards the
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also noted that this persuasive effect of humor is at best no greater than that of seriousappeal. Their conclusion received advocate from U.S ads executives. Madden and
Weinberger later in their study in 1984, also supported that conclusion by stating that
there was only 26% of practitioners agreed with the proclaim humor is more persuasive
than non-humor. Whereas, this was experienced a sharp contrast opinions from British
studies, they found out that 62% of whom viewed humor as more persuasive than non-humor and only a small 7% disagreed with this assertion ( Madden and Weinberger,
1989). Similarly, In the research of Osterhouse and Brock, Distraction Increase Yielding
to Propaganda by Inhibiting Counterarguing, they maintained that increasing level of
distraction yielded a decrease in counter-argumentation and an increase in persuasion,
thus people are more likely to be persuaded by a communication when distraction is
present than when it is absent. Speck ( 1987)found three of five humor treatments
enhanced two measures of persuasion: intention to use the product and perceived product
quality. It was stated by McCollum/Spielman in 1982 that 31% of humorous commercials
exhibited above average scores of persuasiveness . Other advertising researches also
indicate that, other factors may interrupt to moderate the effect of humor on persuasion. (
Weinberger and Gulas, 1992). For instance, Lammers and his colleagues ( Lammers et al.
1983) found positive effect for humor on persuasion but this effect only for males.
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surrounding message and revealed that the addition of humor to a low intensity soft sellapproach supported the level of persuasive, while the addition of humor to a hard sell
approach actually harmed persuasion. The intensity factor of humorous message appeared
to have certain effect on level of persuasion. However, since the limitation of works on
this area, absolute conclusion cannot be drawn. In general, it is possible to state that
humor may be persuasive but no more so than the non-humor ( Sternthal and Craig, 1973).
3. Music in advertising:
Studies of advertising music share an underlying theory in which music is an affective
background component that causes attachment to the product without the cognitive
involvement of the viewers. For example, Gorn's (1982) experiment exposed two groups
of students, pretested for musical preferences, to simple pictures of pens accompanied by
country or popular music and then presented a "purchase opportunity." Results showed a
relationship between music that was liked and purchase behavior. Gorn concluded that his
students were conditioned to purchase the pen by the pairing with music. Music's
functional role in an ad, according to positive affect theories, would be as pleasant
background (Gorn 1982, p. 94; Park and Young 1986, pp.11-12; Simpkins and Smith1974, p. 362; Stout and Leckenby 1988, p. 207). Thus, the affective construct is
ti ll li ti d t d t b di t b k d i
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playing a part, and making a contribution to the total task. As such, music should not beisolated from the complex interrelationship of verbal and visual symbols that always
accompany it in a specific message. Music never appears in an advertising context with-
out at least one other executional element: the announcer voiceover, the words in a jingle,
or the photography in a television commercial.
II. THE CONCEPTUAL MODELTRICOMPONENT ATTITUDE MODELSchiffman and Kanuk in 2007 defined attitude in consumer behavior that is a
learned predisposition to behave in a consistently favorable or unfavorable way with
respect to a given object . Similarly, Eagly and Chaiken, 1993 also defined that attitude is
a psychological tendency that is expressed by evaluating a particular entity with some
degree of favor or disfavor. There are also some studies mentioned the attitude ofaudience towards advertising, Kotler (2000) further elaborates attitude as an individual
personal evaluation, emotional feeling attached and action tendency toward some objects
or ideas. In relations to the advertising industry, Bauer and Greyser (1968) take the view
of attitude towards advertising as the audience behavior towards the advertising. Audience
behavior towards the advertising can be indicated through consumers favorable orunfavorable response towards a particular advertisement (MacKenzie and Lutz, 1989).
According to Mehta (2000), consumers attitude towards advertising is one of the
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Figure 1: A simple Representation of the Tricomponent Attitude Model
(Source: Schiffman and Kanuk (2007). Consumer Behavior, 9th edition. Pearson
Education International, Inc., p.235)
However, the idea that attitudes are formed on the basis of cognitive ( knowledge),
affective (likability), and conative (behavioral) components has been proposed in
numerous discussions and research of attitudes, particularly in the area of marketing (Lutz
1991, Eagly and Chaiken 1993).Therefore, among those previous researches, this study
will apply the concepts of attitude formation theory (Eagly and Chaiken 1993), which was
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Figure 2: A model of attitude formation theory of Eagly and Chaiken, 1993( Source: Kwon J. & Vogt C., 2008, Identify the effect of cognitive, affective and
behavioral components on residents attitude toward place marketing)
1. The cognitive ( or knowledge) component:
Schiffman and Kanuk ( 2007) defined the first component in this model as the
knowledge and perceptions that are acquired by a combination of direct experience withthe attitude object and related information from various sources. This knowledge and
lti ti l t k th f f b li f th t i th b li
Cognitive
component
Affective
component
Conative
component
Attitude toward
object or entities
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and benefits based on consumer s own experience and information gathered frommarketers and other consumers about product. This stage encompasses the steps of
awareness and knowledge of Lavidge and Steiners hierarchy.
2. The affective ( or feeling) components:
The affective components are consumers emotions or feelings about a particular
product or brand ( Schiffman and Kanuk, 2007). In the study The relationship between
affective, behavioral and cognitive components of attitude, Thomas M.Ostrom ( 1969)
tried to make explicit the contents of three components of Tri-component Attitude model,
in which the affective components was understood in term of statements represent
favorable to unfavorable feelings. These statements should express like or dislike, feelings
, and emotional physiological reactions. The statements express emotional reactions to a
cognition or behavioral act. This component is called affective components .Similarly
Eagly and Chaiken (1993) suggested that an affective factor is based on emotional
experiences or preferences. However, both positive (e.g., delight) and negative affect (e.g.,
anger) can arise from experiences with the product or service attributes (Derbaix and
Pham 1991). Positive affect and negative affect make independent contributions tosatisfaction or dissatisfaction judgments about products or services (Horley and Little
1985) F i t l h h iti ff t ti t i ith
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frequently treated as an expression of the consumers intention to buy in marketing andconsumer research. Moreover, Thomas M.Ostrom (1969), also indicated that connation
should reflect personal personal action tendencies, they should be statements of pass
action, future intention and predicted behaviors in hypothetical situation. A behavioral
(conative) factor is connected to a persons overt actions in relation to the attitude object
(MacKenzie and Lutz 1989, Eagly and Chaiken 1993). According to Havitz andDimanche (1999) and McIntyre (1992), involvement is viewed as a core concept in
explaining individuals participation in activities and their actions with respect to the
attitude object. Involvement has been conceptualized in relation to both products and
actions by many researchers. For example, Driver et al. (1990) conceptualize involvement
as a behavioral commitment differentiated by individuals in term of their activity. Hupfer
and Gartner ( 1971) suggest that involvement is related to a general level of interest in or
concern about an issue without reference to a specific position.
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CHAPTER III
RESEARCH METHODOLOGY
I. RESEARCH APPROACH
This thesis applies Triangulation approach which combines both qualitative methods
with quantitative methods to get data ( Cooper D. R and Schindler P. S., 2006). Using this
approach, it is expected to create a facilitation in deeper understanding.
Figure 3: Research DesignTriangulation approach
First of all for exploratory approach in-depth interview is applied to discover factors
Exploratary Research
( Qualitative)
Descriptive research
( Quantitative)
Exploratory research
( Qualitative)
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comparing between both results from survey and in-depth interview, then any suggestionor recommendation to Heineken strategy would be raised from this qualitative research.
1. Quantitative Approach1.1Sampling
Target population: consumers of Heineken beer in Vietnam
Sampling frame: there is no sampling frame because the survey is conducted by
snowball method which basically depends on acquaintance or relationships of
researcher. The reason will be explained later.
Sampling pool: students and employees aged reach and above 18 years old living in
HCMC.
Sample criteria: students and employees aged reach and above 18 years old living inHCMC , ( used to) watch TVC about beer products and ( used to) drink Heineken
beer.
1.2Recruitment and procedure :
To collect data, the process divided into two ways. Firstly, using snowball method,
a non-probability method in which respondents receives information from different places
through mutual intermediaries. In other words, the more relationships are built through
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or relationships with, then these respondents will introduce others similar and qualifiedsubjects that they may know for the author to joining doing questionnaires. This process
continues until the number of questionnaires reaches expected number and the author get
enough data from those questionnaires.
Secondly, using snowball sampling method again, the questionnaires also are
posted on the authors Facebook to invite her qualified friends or relatives to finishquestionnaires. Using a social network seems to be a good choice due to its enormous
cover , so it is easier to reach qualified subjects for this research.
1.3Measurement
Table 2: Measurement
Variables Types Measures Values
General information Nominal Gender, Age, Occupation,
Income, Marriage status
Elimination question Nominal Living place, Age, beer
drinking experience, beerwatching experience
[List of items]
[Yes/No]
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Impact of humor appeal inHeineken TVC affect
attitudes componentsFive-point
Likert Scale
How much do you agree with
the following statements?
1=total disagree,2=disagree,
3=neutral,4=agree,
5=total agree
Current opinions toward
Heineken TVC
Nominal
Five-point
Likert scale
Which elements in Heineken
TVC make you like it?
How much do you agree with
the following statements?
[ List of elements]
1=total disagree,
2=disagree,
3=neutral,4=agree,
5=total agree
1.4Data Analysis
By applying SPSS software to analyze:
Descriptive Statistics: Descriptive statistics are used to describe the basic features
of the data in a study. They provide simple summaries about the sample and the
measures. Descriptive statistics provides frequencies, measures of central
tendency and dispersion. Together with simple graphics analysis, they form the
basis of virtually every quantitative analysis of data.
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(1990). However, according to Nunnally (1978), the value of 0.6 and aboveis acceptable, especially for initial investigations.
Independent T-Test: The independent t-test compares the means between two
unrelated groups on the same continuous, dependent variable.
Anova- One-way between groups: The one-way analysis of variance (ANOVA) is
used to determine whether there are any significant differences between the means
of three or more independent (unrelated) groups. Correlation Analysis: The Pearson Correlation is applied to test the relationship
among the 4 independent variables and one dependent variable.
2. Qualitative Approach:
There are three main methods for collecting data in qualitative research, each is
particularly suited for obtaining a specific type of data. These methods are
participant observation, in-depth interviews and focus groups ( Marshall, 1996). When
participant observation is used, researcher aims to become immersed in or part of the
population being studied, so that he can develop a detailed understanding of the values
and beliefs held by members of the population. For focus groups, researcher brings
together a small number of subjects to discuss the topic of interest. In-depth interviews
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methods, because they have close relationships with the author and it is convenient forboth interviewer and interviewees to have a face-to-face deep talk together. The list of
interviewees are:
Ms. Pham Thi Huyen TramInternational University- Senior student
Ms. Nguyen Tran Phuong Chi Employee
The protocol below including two main questions that is used for construction the
interview:
1. According to you, what are the factors of a certain advertisement that make you
like, enhance soon your recognition towards the brand and push your intention to
possess that product? Please list some determinants and explain why.
2. How do you think about humor in advertising?
3. In you opinion, what can be considered as humorous factors in a certain TV
commercials?
For the second purpose, the in-depth interview again is applied to get a deeper
understanding about findings from the result of questionnaires. This time, in-depth
interview play vital roles in confirming the result, find more reasons especially to answer
the question why they choose those such answers, and explain deeper about their own
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The following is the script in term of unstructured questions which is used in in-depthinterview. The questions are generated base on the findings from data analysis applied by
SPSS and the objectives of the study
1. To determine factors that influence the target audiences attitude components
- Why the elements of delivered message of product in a certain beer brand TVC ,
emotional content, informative content, significant color theme have influence onyour knowledge and likability toward the brand? Explain detail for each element.
- When you consider to make decision to buy or to try a certain brand beer
advertised in TVC, why you need to learn about information and care about the
message of this product?
- Why the other elements do not have much influence on your intention?- Why the element of message of product can bring to you the knowledge about the
brand, make you feel like and even push you to try the advertised product?
2. To understand impacts of TVCs humor appeal on consumers attitude towards
Heineken
- How humor appeal in TVC of Heineken can affect your awareness and knowledge
toward the brand ?
- How does it make you feel like the brand Heineken and even prefer than other
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4. To support applicable recommendation for Heineken in improving its TVCshumor effect on target audience s attitude.
- What do you think about the surprise in humorous Heineken TVC? Is the surprise
one of element that make humor in TVC? Please explain in detail
- How do the elements of embedded music and performance of actor play role in
determining the humor in an ad.- How does Heineken change and renew their advertising way? What do you expect
from this change?
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CHAPTER IV
INTRODUCTION OF VIETNAM BREWERY LIMITED COMPANY(VBL Ltd.) AND HEINKEKEN BEER
I. SUMMARY OF BEER MARKET IN VIETNAM :Vietnam is considered a fast growing emerging market in Asia area. Firstly, it is
rooted from big number of young population. People younger than 45 years old occupies
50% of Vietnam population, which is estimated over 83 million people ( Statistic Bureau,
2010) . In addition, the average GDP growth rate of Vietnam recent years is about 9%
annually, a very high figure among Asian countries, which goes along with the increasing
income. So, nowadays, consumers have more choices in term of both local and
international brands. According to Customer Insights research agency, beer is the third
intake for Vietnamese in general, after bottled water and tea, and excesses coffee and
milk. Ministry of Industry and Commerce( 2011) estimated that the volume of beer
consumed in Vietnam increased dramatically to 2.5 billion litter in 2010, almost double
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Figure 4: The percent of consumption of 10 leading beer brands in Vietnam, 12/2010
(Source: Sabeco Research, 12/2010)
II. INTRODUCTION OF VBL Ltd. AND HEINEKEN BEER:
In 1992, the world famous Heineken beer is imported directly from Holland to
Vietnam. New policy has opened up investment opportunities and help the worlds
leading brands access consumers widely. In 1994, Heineken was the first time producedby Vietnam Brewery Limited ( VBL) in Vietnam.
VBL i j i t t b t S i G T di ti ( SATRA) th
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world who has achieved ISO 9001:2000 certification and is also the first brewer inVietnam was officially recognized by the Quality Management System HACCP.
In 2010, as the brewery market report of Sabeco, VBL occupies 29.7 % of total share
of brewery production and become the second largest brewer among brewery producers.
Figure 5:The percent of production market share of brewery producers in Vietnam 2010
(Source: Sabeco research, 12/2012)
Heineken beer is not only the passion but the pleasure. Beside the original witty
TV commercials that attracts most of audiences Heineken also is well known for
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CHAPTER V
DATA ANALYSIS AND FINDINGS
In this chapter, the author discusses the result and present the main findings after
analyzing the data.
I. RESPONSE RATE
For this study, there were 195 questionnaires was delivered through email addresses,
however there were 189 out of 195 returned in acceptable and valid quality. It also means
that among 195 respondents, there were 189 of them qualified the criteria to become right
subjects for this study. So the response rate is estimated at 97 percent. The analysis will
based on these respondents.
Table 3: Response rateNumber of respondent Response rate
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This section is to describe demographics of the sample with specific information on eachdimension
Table 4: Frequency distribution by gender of respondents
Frequency Percent
Valid Female 74 39.2
Male 115 60.8
Total 189 100.0
Female, 39.2% %Male, 60.8 %
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Table 5: Frequency distribution by age of respondents
0
10
20
30
40
50
60
70
80
18-22 yrs 23-35 yrs 36-50 yrs Over 50 yrs
12.7
76.7
2.6
10.1
Frequency Percent
Valid 18-22 yrs 24 12.7
23-35 yrs
36-50 yrs
141
5
76.7
2.6
Over 50 yrs 19 10.1
Total 189 100.0
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Table 6: Frequency distribution by marriage status of respondents
Frequency Percent
Valid Single 165 87.3
Married 22 11.6
Divorced/Separated 2 1.1
Total 189 100.0
Figure 8: Percentage by marriage status of respondents
Single
87%
Married
12%
Divorced/Sepa
-rated
1%
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Table 7: Frequency distribution by occupation of respondentsFrequency Percent
Valid Employee 153 81.0
Student 36 19.0
Total 189 100.0
Figure 9: Percentage by occupation of respondents
The table of frequency distribution by occupation explains the career ofparticipants. It is clearly to see that the number of attendants who are employee are the
bi t b hi h i 81% t i t t l d t f 153 t f 189
Employee
81%
Student
19%
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Figure 10: Percentage by monthly income of respondentsThe table 8 and figure 10 illustrate the monthly income of respondent. In general,
the amount of monthly income is different for various attendants. As can be clearly seen,
the group of people who earn from 5 to 10 million VND per month constitutes the biggest
ratio , 82.5 % representing for 156 in total of 189 participants. Next, the second ratio is
14.3 % of respondents who get the range of income varies under 5 million VND everymonth. Two groups of people who earn monthly from 11 to 20 million VND and over 20
million share the similar percentage with 1 6% for each It also means that among 189
14.3
82.5
1.6
1.6
0 20 40 60 80 100
Under 5 million VND
5-10 million VND
11-20 million VND
Over 20 million VND
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2-7 times/week 43 22.8
More than 7 times/week 110 58.2
Total 189 100.0
Figure 11: Percentage by frequency of watching TVC
The table 9 shows the frequency rate of watching TVC per week of respondents.
The frequency level is divided into 4 groups, varying from never watching TVC towatching more than 7 times/week. It is clearly to see that the group of watching more than
0 10 20 30 40 50 60
Never
Less than 2 times/week
2-7 times/week
More than 7 times/week
3.7
15.3
22.8
58.2
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Bud Light Beer 21 2.9% 11.1%
Budweiser Beer 22 3.0% 11.6%
Saigon Beer 75 10.4% 39.7%
333 Beer 51 7.1% 27.0%
Hanoi Beer 49 6.8% 25.9%
Huda Beer 39 5.4% 20.6%
Halida Beer 55 7.6% 29.1%
San Miguel Beer 66 9.1% 34.9%
Other 1 .1% .5%
Total 722 100.0% 382.0%
a. Dichotomy group tabulated at value 1.
97.90%
83.60%
39.70%
29.10%
34.90%
96.70%
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83.6% in total. Other brands include Saigon Beer (39.7%), San Miguel (34.9 %), Halida (29.1%), 333 ( 27%). From these numbers, it is clearly to see that with participants,
Heineken beer is very familiar and popular brand name in brewery industry that almost of
them had watched Heineken TVC.
III. OBJECTIVE 1: TO DETERMINE ELEMENTS IN TVC INFLUENCE
AUDIENCES ATTITUDE COMPONENTS:
As mentioned earlier, the first objective in this study is to determine the elements in
TVC that could impact on audiences attitude. This descriptive statistics measures the
respondents agreement degree towards six statements describing six elements existing in
TV ads. Six elements are measured three times for three different attitude components,
including cognitive factor, affective factor and conative factor which form the attitude. Bycomparing mean for each statement, it will help to determine which element can influence
on what component.
1. Elements in TVC of beer brand influence on cognitive ( or knowledge)component
Table 11: Descriptive statistics of elements impact cognitive componentN Minimum Maximum Mean Std. Deviation
I have knowledge about beer brand 189 1 5 3 72 916
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I have knowledge about beer brandadvertised in TVC because of i ts message
189 1 5 4.04 .828
Valid N (listwise)
Average
189
1.003
The descriptive statistics of elements of TVC impact component cognition show that
the highest mean among the degree of six statements is 4.04, In other words, TVCs
delivered messageis one element that respondents agree to have impact on their cognition
or knowledge toward a certain brand. The element of significant color theme and
emotional content are also considered to be two effective elements on audiences
cognition with the means are 3.99 and 3.94 respectively. The studied audiences also can
have their knowledge about a certain advertised beer brand through the informative
contentwhose mean is 3.74 in agreement degree.
To sum up, among six given elements, there are four elements including ads
message, color theme, emotional contentand informative content, are agreed by
respondents to be factors that influence their knowledge about a certain beer brand. The
high Standard Deviation, 1.003 in average, also indicates that respondents have different
ideas about six given statements.
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can be the first thing to impress, but message is the thing that is remained in my mind.Then, I can easily to re-connect it with the brand advertised on the TV. ( Hoai Anh,
student)
However, there is one surprising idea is that respondents they consider the message
delivered in TVC as the slogan of product. So both of Mr.Trieu and Ms. Hoai Anh thought
message is a connection to the brand which help the to recall about the product. Message that I get from any beer ads usually through the slogan. So with me,
because the slogan is often short, easy to remember, and very meaningful then the
message embedded in this is also recorded in my mind without effort, especially when the
ad is impressive. ( Vinh Trieu, employee)
The color theme
For the color themein ads, the in-depth interviewees all agreed that this is also
very important elements that provide them the very first impression, then they are easily to
attend, remember and identify the relating brand. The color theme usually is similar to the
color of products appearance, soby the color theme, they aware the brand.
Color is a first impressiveness, the audience get and recognize quickly and
easily. So they can relate it with the brand . ( Chi Mai, employee)
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I just watch advertising for relaxing, to feel interesting not to get serioussituations. So I do think beer advertisements which focus on emotional factors is more
effective to get knowledge about the brand, not informative ones. Especially with funny
ads, I always feel free to enjoy. ( Vinh Trieu, employee)
They are beer ads, not a pharmacy ones that I need to know too much about the
information. I just need to feel relax, free and enjoy toward a beer ads. It is clearly a
better way to aware about a product. ( Hoai Anh, student)
Informative content
Different to quantitative findings where implied the result that most of respondents
see informative content as an element influence their knowledge towards the brand, the
author wants discover why there are some respondents do not think similarly to the
majority . So in the qualitative in-depth interview, all three interviewees expressed that
why they do not need an informative commercial about a beer brand.
Well, I dont think that the informative element s really necessary for a beer ad .
In my opinion, it depends on what kind of advertised product is, if it is a medical
advertisement, it does need to have information or any relate to the benefit of product. But
it is just a beer. I need beer ads that make me interested. ( Hoai Anh, student)
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emotional content, informative content, significant color theme, influence bothcognitive and affective components. However, for different component, the degree of
agreement of each element is different.
The high Standard Deviation also indicates that different respondents have different
ideas about six statements above. The findings from qualitative in-depth interview also
explain for why they agree with above elements.
Emotional content:
The reason why respondents agreed that the element emotion content in a beer
brand is a determinant that make them like about the brand is because of advertising for
beer, they expect something that make they feel attractive, interested and more than all,
relaxed and enjoyable. And when they are satisfied with those expecting feeling, they
form a positive feeling toward the brands which are advertised in this TVC.
Im a young man, I like something is fun, exciting and free. That is why I need to be
relaxed with those kind of advertising, I like to feel the crowded air in parties of a beer ad,
then I can image what if I was there! So for sure if emotional factors are used correctly,
they can evoke my likability, I do like funniness in ad, too. ( Vinh Trieu, employee)
For Hoai Anh she emphasize the importance of using emotion in advertising
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Informative content:
Similar to the previous component, through qualitative data, the author wants to
discover why some respondents also do not see this element influence their affection as
the rest majority. All three respondents implied the similar reason ( mentioned earlier in
cognitive component) they actually did not feel much impressive when there are too
many information mentioned in ads, especially in advertising of beer.
3. Elements in TVC influence on conative ( or behavioral) component:Table 13: Descriptive statistics of elements impact conative component
N Minimum Maximum Mean Std. Deviation
I will (used to) intend to buy/try beer brand
advertsied in TVC because of i ts informat ivecontent
189 1 5 3.54 1.018
I will (used to) intend to buy/try beer brand
advertsied in TVC because of i ts emot ional
content
189 1 5 3.47 .997
I will (used to) intend to buy/try beer brand
advertsied in TVC because of i t s mus ic
189 1 5 3.25 1.035
I will (used to) intend to buy/try beer brand
advertsied in TVC because of i ts
actors/act resses
189 1 5 2.90 1.118
I will (used to) intend to buy/try beer brand 189 1 5 3 28 1 081
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tendency to look for delivered TVCs message of product through TVC to havedecision to do a certain action such as buying or trying. The high standard deviation (1.05)
indicates that participants have different ideas towards six statements.
Comparing to two first components, cognitive and affective component, when
considering to try or to buy a certain brand after watching TVC, the audiences seems to be
less affected by elements of TVC, there is not many factors having the mean higher than3.5 or equal 4.00. And it is clearly to see that some factors that have influence on
audiences knowledge and likability may not affect on the conative component of attitude
The result of in-depth interview also interprets the result where the interviewees
also explain that to push their intention to try or to buy the product, it requires many
factors to form an intention or action, not only suggesting factors, however, advertisingalso partially influence on their intention. The reason they agree that message would be
the factor they consider to try or to buy the product, is that the message last longest in
their mind and influence on all their knowledge and affection.
I think message is not much different with the information provided in ad,
especially with product like beer, I consider what I get from the message usually as
information. So, when I try, I need to know whether this brand can satisfy my expectation
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message of product is the only factor that is able to affect all audiences knowledge ,likability and their intention to act.
IV. OBJECTIVE 2: TO DISCOVER IF TVCS HUMOR APPEAL CAN
INFLUENCE CONSUMERS ATTITUDE COMPONENTS TOWARDS
HEINEKEN
For this objective, participants were shown a TVC of Heineken, then they answered
some 5point Likert-scale questions. The collected data is measured by agreement degree
of different statements about humor appeal in TVC for three components of attitude
including cognitive component, affective component and conative component. By
checking the average mean value, it helps to explain whether the humor appeal has impact
on three components of attitude. At the same times, T-test, Anova and correlation test arealso applied to discover more about the difference between groups of respondents as well
as relation between attitudes component under the impact of humor appeal. However,
before analyzing data of three components, the reliability test is applied in order to
measure the degree of consistency between multiple measurements of a variable.
1. Influence of TVCs humor appeal on cognitive ( or knowledge) component :1.1 Reliability Test
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Table 15: Item-Total Statistics
Scale Mean if
Item Deleted
Scale Variance
if Item Deleted
Corrected Item-
Total
Correlation
Cronbach's Alpha
if Item Deleted
I pay more at tent ionto the
brand Heineken due to the
humor in this TVC
8.08 2.690 .750 .826
The humor or funniness
makes me rememberabout
the brand Heineken
7.98 3.053 .786 .795
Humor in TVC is a factor
make Heineken become more
dif ferent and m ore
recognizable
8.10 2.953 .733 .836
As the table has shown, there is no removal can increase the Cronbachs Alpha
coefficient. Therefore, it means that the scale is well designed to be the representative to
measure the reliability dimension of cognitive component of attitude.
1.2Humor appeal in TVC and cognitive component:
Table 16: Descriptive statistics of cognitive component
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Through agreement degree of respondents towards 3 statements, the mean valuesrange from 3.98 to 4.10 with the average mean value is 4.02. The average mean shows us
that participants considered that humor appeal in the TVC that they were shown make
they aware more about the brand and influence their knowledge towards the brand
Heineken. To be more specific, the highest mean value ( mean value = 4.10 ) for the
statement that The humor or funniness in TVC makes me remember about the brand
Heineken , the figure shows that respondents in general agree that they are remember
about the brand Heineken by the humor appeal created in its TVC. Other two means (
mean value = 4.00 and 3.98) also indicate that humor appeal has specific impact on the
way audience attend and recognize the brand beer. The high standard deviation ( 0.923)
shows that participants have different ideas towards three statements.
To explain why humor appeal influence on knowledge or awareness of audience
toward the brand Heineken, the in-depth interviewees also interpreted differently. To Vinh
Trieu, he believed that the humor in Heineken TVC create the curiosity toward the brand
that promotes him to learn more about the product, here is Heineken. It is clearly to state
that, the humor appeal in Heineken TV ad is effective in catching the attention of
audiences.
B th f i t d i h TVC d t h tt ti d I h t
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The humor in Heineken is very sophisticated, it strongly impresses me and stay long inmy mind. To me, the humor is as a hallmark of Heineken only, whenever they mention
about humor in ad, it reminds me about Heineken and vice versa. ( Hoai Anh, student)
I prefer Heineken than other due to its humor in ad, because I feel Heineken is such an
intelligent brand which is pictorial invested carefully( Chi Mai, employee)
2. Influence of TVCs humor appeal on affective ( or likability) component :
a. Reliability Test:
Table 17: Reliability Statistics of affective component
Cronbach's Alpha N of Items
.859 2
In the dimension of affective component, the Cronbachs Alpha coefficient is good
with 0.859 . so it indicates that the scale is well designed with a strong internal
consistence among factors.
b. Humor appeal in TVC and affective component:
Table 18: Descriptive statistics of affective component
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The table above represents the descriptive statistics of affective component , similarlyit is measured by the agreement degree towards two sentences . The average mean value,
3.75, indicates that respondents relatively agreed that humor appeal in Heineken TVC that
they watched has a specific influence in their likability as well as positive feeling in
general. They preferred the brand Heineken than other brands as well as support more due
to the humor created in this TVC.
Two interviewees explained the reason they feel like the brand Heinenken when they
were shown on of humorous advertising of Heineken as two main reasons. The first
reason is because the funniness created in TVC enhances the relaxation for audiences who
expect to relax and enjoy when they watch TVC about a brand of beer.
I specially prefer ads that bring me feeling relax. And watching Heineken, this ad isreally funny and I feel totally comfortable. So, I just like it. ( Vinh Trieu, employee)
I just care how funny and relax I feel from the ads. Nowadays, ads should be short,
including emotional more than rational factors. And Heineken does it so well. ( Chi Mai,
employee)
Moreover, along with relaxation, audience tend to like Heineken due to the sympathy
with the brand rooted from the way they feel respected to the sophisticated humor in each
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3. Influence of TVCs humor appeal on conative ( or behavioral) component:3.1 Reliability Test:
Table 19: Reliability Statistics of conative component
Cronbach's Alpha N of Items
.860 4
Similar to other first factors, the Cronbachs Alpha in this dimension is also very
high with value up to 0.860. So it is clearly to see that these internal factors are well
consistent.
Table 20: Item-Total Statistics
Scale Mean if
Item Deleted
Scale
Variance if
Item Deleted
Corrected
Item-Total
Correlation
Cronbach's
Alpha if Item
Deleted
The humor in TVC of Heineken (used
to/ will) make me intend to try
Heineken beer
9.57 7.864 .653 .843
I expect to ownHeineken beer more
after watching this TVC
9.87 7.871 .681 .832
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Table 21: Descriptive statistics of connative component
N Minimum Maximum Mean Std. Deviation
The humor in TVC of Heineken (used to/ will)
make me intend to tryHeineken beer
189 1 5 3.57 1.073
I expect to ownHeineken beer more after
watching this TVC
189 1 5 3.26 1.044
I will dr inkHeineken beer after watching thisTVC 189 1 5 3.08 1.064
I will buyHeineken beer after watching this
TVC
189 1 5 3.22 1.106
Valid N (listwise)
Average
189
3.28 1.071
The mean values in this dimension range from 3.08 to 3.57 with the average mean
value is 3.28. The figure surprisingly indicates the fact that respondents action towards
the brand Heineken seems not to be affected by the humor appeal in shown TVC of
Heineken. The high standard deviation ( 0.99) shows that participants have different idea
towards statements.
The findings from in-depth interviewees shows a deeper view to explain
quantitative findings. More specific, the humor motivates their intention to act as a result
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premium brand, so I also have to consider about price as well as my budget. ( Hoai Anh,student)
After watching this ad, in fact I intend to try because I think the humor inspires
me, drinking Heineken can bring me the relax feeling as when Im watching this TVC. (
Vinh Trieu, employee)
When I have chance to drink with friends, of course I will pick Heineken, not
because of the taste, but because I like the way Heineken delivers the funniness to us. But,
I have to say this is a beer product, not a healthy product so it is certainly that I dont
think I will use immediately even how I like humor in this ad. ( Chi Mai, employee)
Those explanations also interpret the findings of quantitative where the agreement
level towards the statement The humor in TVC of Heineken (used to/ will) make me
intend to try Heineken beer is highest compare to others ( mean value = 3.57) but the
overall mean still in the neutral level, where the audiences are not sure their conation is
completely influenced by the humor appeal.
In summary, the three tables of descriptive above illustrate the findings that the
humor appeal presented in Heineken TVC partially influence on the participants at titude
towards the brand Heineken, because among three components of attitude, humor appeal
in TVC of Heineken only has impact on the cognitive and affective component.
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elements such as emotional content, music,etc to consider about the probability to buy orto try a certain products. Besides advertising, more indicators such as price, budget,
context, etc should also be considered due to Heineken belongs to premium segment of
beer market.
4. Testing the relationship between three components of attitude under the
impact of humor appeal in Heineken TVC:
The correlation analysis is conducted to consider the relationship between variables.
For this objective, 3 components of attitude including cognitive( or knowledge), affective
( likability) and conative ( or behavioral) component will be tested in which the conative
component is dependent variable and two others components , cognitive and affective are
two independent variables. In order to testing the relationships among those components,
the following hypothesizes are stated:
Ho1: There is no positive relationship between the impact of humor on
conative componentwith the impact of humor on cognitive component
Ha1: There is positive relationship between the impact of humor on conative
component with the impact of humor on cognitive component Ho2 : There is no positive relationship between the impact of humor on
i i h h i f h ff i
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N 189 189
Conative_humor Pearson Correlation .502 .634 1
Sig. (1-tailed) .000 .000
N 189 189 189
**. Correlation is significant at the 0.01 level (1-tailed).
The table 22 indicates the sig. values between conative componentwith other two
component all equal 0.000, much less then the level 0.05. So we reject both two the Ho 1
and the Ho2. Meanwhile, it means there is a significant relationship between the
dependent variable ( conative component) with two other independent variables (
cognitive and affective component) via the correlation coefficients are 0.502 and 0.643,
respectively.
In other words, the cognitive component correlates positively with the conative
component. It can be explain more the detail that the more the respondent know or aware
about the brand by the humor appeal in Heineken TVC, the more they have intention to
to try or to buy the brand Heineken. Similarly, with the significant correlation between
affective component and conative component, the more the respondent like or have
positive feeling towards the brand Heineken through the humor appeal in its TVC, the
more they intend to commit to act ( trying or buying) towards the brand Heineken.
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Table 23: Group Statistics
To compare audiences attitude between genders through the impact of humor appeal
created in TVC, It means that the gender will be compared on the influence of the three
components of attitude including cognitive component, affective component and conative
component, so the Independent T-test will be applied.
In order to test the difference, these following hypothesis is raised:
Ho: there is no difference between male and female regarding to the impact of
humor appeal in TVC on their attitude toward Heineken beer.
H1: There is significant difference between male and female regarding to the
impact of humor appeal in TVC on their attitude toward Heineken beer.
Gender N Mean Std. Deviation Std. Error Mean
Cognitive_humor Female 74 2.9561 .74870 .08703
Male 115 3.0609 .51787 .04829
Affective_humor Female 74 3.6351 1.03135 .11989
Male 115 3.8130 .84931 .07920
Conative_humor Female 74 3.3851 .98376 .11436
Male 115 3.2174 .83870 .07821
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62
Table 24: Independent Sample T-test
Affective_humor Equal variances
assumed
3.385 .067 -1.291 187 .198 -.17791 .13780 -.44975 .09393
Equal variances not
assumed
-1.238 134.241 .218 -.17791 .14369 -.46209 .10628
Conative_humor Equal variances
assumed
4.867 .029 1.253 187 .212 .16774 .13384 -.09630 .43178
Equal variances not
assumed
1.211 137.932 .228 .16774 .13855 -.10620 .44169
Levenes Test for Equality of
Variances t-test for Equality of Means
F Sig. t df
Sig. (2-
tailed)
Mean
Difference
Std. Error
Difference
95% Confidence Interval ofthe Difference
Lower Upper
Cognitive_humor Equal variances
assumed
6.503 .012 -1.137 187 .257 -.10479 .09215 -.28657 .07699
Equal variances not
assumed
-1.053 117.723 .295 -.10479 .09953 -.30190 .09232
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Cognitive component: For the sig. Levenes test for equality of variance, the
cognitive dimension has Levenes test sig is 0.012 (less than 0.05) which illustrates
there is significant difference in the variance between two groups. According to T-test
for equality of mean, there is not enough evidence to conclude there is a significant
difference between two genders due to the sig is 0.295 ( greater than 0.05) .
Affective component: With affective dimension, the Levenes test sig is greater than
0.05 ( sig value= 0.067) , it means that the variability between two groups is
significant different or the there is significant difference in the variance between them.
The T-test for the equality of mean is 0.198, similarly to the cognitive component, it
lacks of evidence to state that there is significant difference between two genders,
male and female, in the affective component of attitude
Conative component: Similar to two above components, two genders still has not
enough evidence to conclude the existing of the significant difference in conative , due
to the sig of Levens test for equality of variance is 0.029 and sig. of the T -test for
equality of mean is greater than 0.05 ( sig value = 0.228)
So in summary, because two groups of gender have no sig value of T-test for equality
of mean smaller than 0.05 on any component ( cognitive, affective and conative),
therefore the hypothesis Ho is accepted, or in other words there is not enough evidence to
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In order to investigate whether there is a significant difference between levels of
monthly income in conative component towards the brand Heineken by humor appeal
created in its TVC, so the One-way Anova is applied to explain. In this research the
monthly income of respondents is classified into 4 ranges vary from under 5 million VND,
5-10 million VND, 11- 20 million VND and over 20 million VND. The hypothesizes for
this testing are stated as following:
Ho: There is no difference among income groups on conative component regarding the
impact of humor appeal in TVC
H1: There is difference among income groups on conative component regarding the
impact of humor appeal in TVC
Table 25: Test of Homogeneity of Variances
Levene Statistic df1 df2 Sig.
.504 3 185 .680
The table Test of Homogeneity of Variances shows the result of Levene's Test of
Homogeneity of Variance, which tests for similar variances. The sig of Levenes test in
this situation is 0.680 ( greater than 0.05) then there is a homogeneity in variance or similarvariance.
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significant difference on conative component of attitude regarding the impact of humor
appeal in TVC. .
The post-test table explaining more detail the difference between income groups is
presented in Appendix D.
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V. OBJECTIVE 3: UNDERSTANDING THE TARGET AUDIENCES
CURRENT OPINION TOWARDS TVC OF HEINEKEN.
As mentioned before, the third objective of this study is to investigate the current
opinion of Heineken audience towards its TVC.
1. Reasons to like Heinekens TVC:
To measure these opinions, respondents are asked which elements they like and
feel impressive in TVC of Heineken. Moreover, these opinions also are measured by the
agreement degree towards statements about their general evaluations.
Table 27: Frequency of reasons to like Heineken
ResponsesPercent of
CasesN Percent
Reasons to like
Heineken's TVC
a
I like Heineken TVC because the
hum or created in each ad
118 17.7% 84.9%
I like Heineken TVC because of the
creat ive content
120 18.0% 86.3%
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I like Heineken TVC because it
desbrides well the consumers' style
30 4.5% 21.6%
I like Heineken TVC because it
matches consumers ' psycho logy
35 5.2% 25.2%
Other 4 .6% 2.9%
Total 668 100.0% 480.6%
a. Dichotomy group tabulated at value 1.
As the records in table 26, the main reasons why they like Heineken TVC, it is
clearly to see the top most chosen reasons are because of creative content in TV ad(86.3
% of total respondents), the humor created in each ad ( 84.9 %) and delivered
message ( 60.4 %).. Two reasons of music/melody and significant and recognizable
Heineken brand shares the almost equal percent with 59% and 58.3% ,respectively.
Comparing to the findings in objective 1, there is a relative homogeneity and it isreasonable that the elements that respondents favor in Heineken TVC are also elements
that respondents choose to be the elements that will influence their likability towards the
brand advertised in a certain TVC. Surprisingly, the reasons that TVC of Heineken
describe consumers style and matches consumers psychology just were agreed by
lowest percent, 21.6% and 25.2% , respectively.2. General evaluation towards Heinekens TVC:
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I think current Heineken TVC only need to
focus c reating emot ion al or feel ing factors
189 1 5 3.53 1.049
I think current Heineken TVC should ment ion
more informat ionof the product
189 1 5 3.38 1.037
I think current Heineken TVC should create
more touch ing ads
189 1 5 3.15 1.053
I think current Heineken TVC does not need
to change anything
189 1 5 3.12 1.161
I think current Heineken TVC should renew
its adverts ing way
189 1 5 3.63 .989
Valid N (listwise)
Average
189
1.027
The table 28 describes the mean values among the evaluation statements, in
general, the mean values ranges from 3.12 to 4.21. The idea of unique and attractive
Heineken TVC has the most majority of respondents agreement with the highest mean
value, 4.21. Another idea that Heineken TVC should renew its advertising way is also
idea with second high mean value, 3.63 over 5. I