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Research

The Effects of Ethnic Target-Specific and Non-Ethnic Target-Specific Ads on Young Adult Americans

 

"The purpose of this study is to compare the effect of ethnic and non-ethnic target-specific ads on US young adults’ ad identification, emotions elicited by the ad, attitudes toward the ad, attitude towards the brand and intentions toward the brand advertised. The study is grounded in social identity and congruity theory, which have been widely used to explain the effects of target-specific ads (Campbell & Goodstein, 2001; Houston, Childers & Heckler, 1987; Myers-Levy & Tybout, 1989; Ozanne,Brucks, & Grewal, 1992; Peracchio & Tybout, 1996; Sujan,1985; Sierra, Hyman, & Torres 2009). Social identity theory posits that individuals will identify with ads that reflect their sense of self while congruity theory suggests individuals will be attracted to ads that are congruent with the their values, attitudes, and perceptions."

"...to explore the differences among three types of ads on Young Adult Americans of three main ethnic groups in the U.S. The study tested an ethnic specific ad, a diverse ad, and an ad ethnic specific ad seen by another ethnic group not represented in the ad. Social identification and congruity theories indicate, and supported by the extant literature, that ads that are congruent and/or that the target can identify with will elicit higher ad effects than other type of ads. Based on previous findings the ad that reflects best the ethnicity of the target audience would elicit higher ad effects than other type of ads. However, the findings of this study questions that premise."

The Effects of Perceived Security Risk on Consumer Purchase Behavior

 

"Consumers perceive different types of risk while purchasing a product/brand. The current study explores the effects of security risks on consumer purchasing behavior, including pre and post purchase. While studies in developed countries have paid attention to the effects of perceived product, brand, and/or store risk on consumer behavior, studies on the effects of security risk are scant. In many developing countries, consumers face higher security risks than in developed, such as the USA. For example, consumers face the risk of being robbed and/or harmed before, during and/or after the purchase. Results describe coping mechanism consumers implement to minimize their perceptions of security risks to purchase anywhere and what they want. In addition, results indicate that price minimizes perceptions of security risks."

 

Enrique Becerra                                   eb25@txstate.edu

Maria Clara Henriquez Daza               mchenriquez@javerianacali.edu.co

Maria Clara Guzman De Enriquez       mchenriquez@javerianacali.edu.co

 


Research Study: Advertising and Food Consumption Survery

Please help by taking the survey, which can be found in the link below. Your response is anonymous. Thank you for your time!

The following survey has a Texas State University-San Marcos Institutional Review Board exemption and responses are anonymus through the Qualtrics secure website.

Take Survey

Research Study: Spanish Language Music

Please help by taking the survey, which can be found in the link below. Your response is anonymous.

The following survey has a Texas State University-San Marcos Institutional Review Board exemption and responses are anonymous through the Qualtrics secure website.

Take Survey

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Texas State graduate students attend conference in Hawaii

June 1-June 4, 2011

Mass Communication graduate students Kristen McLaughlin and Eileen Suarez presented    research they had conducted about the social networking site Facebook at 10th annual Hawaii International Research Conference on Social Sciences June 3, 2011. Their research explores whether Facebook affects interpersonal relationships among college students and was conducted under the direction of Dr. Sindy Chapa, associate director of El Centro and Assistant Professor in the mass communication department.
 
They collected surveys from a non-random convenient sample of 138 Texas State University undergraduate and graduate students. The findings revealed that Facebook does affect certain interpersonal relationships among college students. Students who spent more time on Facebook had a more positive perception of their friendships and romantic relationships. Another main finding was that the more students use Facebook their is an increase of likelihood of conflict with family and friends, but not with romantic partners.
 
The students were accompanied by Dr. Sindy Chapa at the conference, who also presented independent research. The conference was attended by more that 250 participants who represented more than 15 countries. 

Partidos Politicos en Guerra: The Impact of Partisanship in Political Advertising in the 2006 Mexican Presidential Election. By Sindy Chapa

 

English

This paper investigates the role of message strategy and partisanship in evaluations of political candidates in Mexico in 2006. Using theories from political science, marketing, and advertising, the paper seeks to understand how these factors and interactions between them affect evaluations of the candidate sponsoring the ads and his/her political opponent. Mexico was chosen as the context due to the relative paucity of research outside of the developed nations and the rapidly increasing expenditures on political advertising across recent campaigns. Findings suggest that message strategy does impact candidate evaluations, but only across the extremes of competitive and attack ads. Partisanship and interactions between partisanship and message strategy also affect candidate evaluations.
 
Spanish
Esta investigación estudia el efecto partidista en la efectividad de la publicidad política en México en el año 2006. Utilizando teorías de ciencias políticas, mercadotecnia y publicidad, este estudio amplia el conocimiento sobre los factores que afectan la efectividad de los spot políticos en sus diferentes formas de mensajes; competitivo, comparativo y de ataque. México fue elegido para la realización de este estudio debido el excesivo incremento en los gastos destinados a las campañas políticas. Los resultados indican que el impacto que la “forma del mensaje (competitivo, comparativo o de ataque) tiene sobre las evaluaciones de los candidatos varía según el nivel de partidismo de los espectadores.
 

The Emergency Communications Project report, with synopsis of the Latinos a Salvo forum

The emergency communications project report, titled “An Achilles Heel in Emergency Communications: The Deplorable Policies and Practices Pertaining to Non-English Speaking Populations,” is now available for viewing or downloading.

Final Report, Part I
Appendices, Part II
Executive Summary brochure
For Everybody's Sake opinion piece

It is hoped that this report, especially the numerous recommendations by the attendees of the Latinos a Salvo forum and those made by the Principal Investigator, will be of value to bring about prompt and positive changes in the emergency communication policies and practices pertaining to non English speaking populations.  The faculty of the Center for the Study of Latino Media & Markets welcomes input, feedback, critiques, and other commentaries about this report and is open to suggestions from faculty, students, government agencies, first responders, traditional or social media, community leaders, and the general public on how to work together to make Latino and other vulnerable communities safer when they face crisis situations caused by environmental factors or human error or intention. 


 

Abstract on The Effectiveness of Celebrity Endorsements in Advertising on College Students’ Intent to Purchase by Jose Vasquez and Marisa Reyes

This research tested the effects of celebrity endorsements on the intention to purchase of young adults ages 18-35. The study utilized Ohanian’s multi-dimensional scale to examine three prominent attributes of celebrity endorsers: attractiveness, trustworthiness, and expertise. It was hypothesized that attractiveness, trustworthiness, and expertise would affect the intent to purchase of the young adults surveyed. Data was collected from a nonrandom convenience sample of 110 individuals from five undergraduate classes at a university in central Texas. Findings indicated attractiveness and expertise to be influential, while trustworthiness was not. The implications for this model lay on advertiser dollars for celebrity advertisements aimed at the college-aged population. 

Guns on Campus Research Survey

A recent research survey relayed by a Texas State University Research Methods Class, over the turbulent issue of concealed hand guns on campus, has resulted in what seems to be the majority view of Texas State University community. Data was obtained from surveys disbursed throughout campus- related venues and events, in an effort to demonstrate the overall opinion of the student body on this topic. The demographics (race, age, marital status, etc.) of the participants surveyed correlate and parallel that of the actual campus.

The survey indicates:
On the topic “Students should be allowed to carry handguns on campus”, of 145 surveyed, approximately 67.5% disagree, 14.5% are neutral, and 17.9% agree.

Texas State's Dining Services

With the intent to analyze overall student satisfaction with campus provided food, meal plans, and overall dining services, this study serves to voice the opinion of students and be utilized in the decision of staying with Chartwell’s as Texas State’s food and food service provider. The investigation immediately demonstrates majority dissatisfaction with current dining methods, and a desire for change. In the areas of food quality, meal plan methods, and food options, the majority of participants voiced dissatisfaction. 

Of the 115 participants surveyed, 86.1% agreed food offered by the university could be better. In regards to current dining services policy -such as rolling over meal trays from spring to fall, requirements to purchase meal plans- 77.4% think amendments are required. 41.7% have lost meals that did not transfer from spring to fall. No opinion on Chartewell’s food nutrition or health was incorporated in this investigation.
 
Candace Crawford                    CC1720@txstate.edu
Gabrielle Jarrett                       GJ1036@txstate.edu
Geraldo Rivera                         GR1592@txstate.edu  
Julio Rochell                             JR1432@txstate.edu

Texas State University Bobcat Tram System

“Ridership among Texas State students is high, but lacking in overall student satisfaction,” according to recent research by a research methods class in the School of Journalism and Mass communication, under supervision of Dr. Sindy Chapa. The majority demographic of riders are white females between the ages of 17 and 22, classified as a junior, with an income of less than $10,000. Investigation concludes the main weaknesses being that: current bus loops are too crowded since there are not enough loops or buses targeting key locations, for students commuting from Austin and San Antonio it can be expensive, and the wait at night for these same students can be too long. These issues need to be resolved in order for Texas State to decrease bus congestion and more importantly reduce exceeding demands for parking spaces. Overall 37% of riders where dissatisfied with the current transportation system. The Tram system is however adding four buses to its system to aid in these issues. Measures like adding more buses, creating more routes, and making route information more easily available and evident, are necessary to satisfy Texas State’s desire to decrease student driving to campus and increase commuting in order to benefit the campus as a whole. It seems thought that these issues instead discourage students to utilize the tram system, and instead drive.

Sascha Asghari                         SA1192@txstate.edu   
Sarah Martinez                         SM1619@txstate.edu
Jessica Lloyd                            JL1508@txstate.edu
Emma Petty                             EP1191@txstate.edu

 

The Effect of Ethnic Target-Specific and Non- Ethnic Target-Specific Ads on Young Adult Americans

"The purpose of this study is to compare the effect of ethnic and non-ethnic target-specific ads on US young adults’ ad identification, emotions elicited by the ad, attitudes toward the ad, attitude towards the brand and intentions toward the brand advertised. The study is grounded in social identity and congruity theory, which have been widely used to explain the effects of target-specific ads (Campbell & Goodstein, 2001; Houston, Childers & Heckler, 1987; Myers-Levy & Tybout, 1989; Ozanne,Brucks, & Grewal, 1992; Peracchio & Tybout, 1996; Sujan,1985; Sierra, Hyman, & Torres 2009). Social identity theory posits that individuals will identify with ads that reflect their sense of self while congruity theory suggests individuals will be attracted to ads that are congruent with the their values, attitudes, and perceptions."

"...to explore the differences among three types of ads on Young Adult Americans of three main ethnic groups in the U.S. The study tested an ethnic specific ad, a diverse ad, and an ad ethnic specific ad seen by another ethnic group not represented in the ad. Social identification and congruity theories indicate, and supported by the extant literature, that ads that are congruent and/or that the target can identify with will elicit higher ad effects than other type of ads. Based on previous findings the ad that reflects best the ethnicity of the target audience would elicit higher ad effects than other type of ads. However, the findings of this study questions that premise."

 

Enrique P. Becerra             eb25@txstate.edu

Sindy Chapa                       drchapa@txstate.edu

Delonia Cooley                   cooleydo@tsu.edu

The Effects of Perceived Security Risk on Consumer Purchase Behavior

"Consumers perceive different types of risk while purchasing a product/brand. The current study explores the effects of security risks on consumer purchasing behavior, including pre and post purchase. While studies in developed countries have paid attention to the effects of perceived product, brand, and/or store risk on consumer behavior, studies on the effects of security risk are scant. In many developing countries, consumers face higher security risks than in developed, such as the USA. For example, consumers face the risk of being robbed and/or harmed before, during and/or after the purchase. Results describe coping mechanism consumers implement to minimize their perceptions of security risks to purchase anywhere and what they want. In addition, results indicate that price minimizes perceptions of security risks."

 

Enrique Becerra                                   eb25@txstate.edu

Maria Clara Henriquez Daza               mchenriquez@javerianacali.edu.co

Maria Clara Guzman De Enriquez       mchenriquez@javerianacali.edu.co

 


PDF Latinos Online (PDF, 328.9 KB)