The research paper has five clear and understandable hypotheses. The research aimed to examine how brand personality, sincere or exciting brands, influenced consumer reactions to flattery. Since the study focuses on two types of brands, the researchers came up with five hypotheses to cover all the bases. The first hypothesis is general, as it states that flattery will increase perceived manipulative intent for both sincere and exciting brands (Guèvremont & Grohmann, 2013, p.520). The other hypotheses attempt to differentiate the effects of flattery on sincere and exciting brands. The hypotheses are clear, and they set the tone for the research paper.
Were the statistical tests performed presented and mentioned?
The statistical test performed is ANOVA. The researchers used ANOVA measures repeatedly to evaluate brand personality as the middle factor between participants and brand attitude after flattery. The effects of brand personality and brand attitude were found not significant as the p value>0.05 (Tucker et al., 2012). The authors failed to explain why they used ANOVA and not the other statistical tests. However, the tests and the results are highlighted in the paper.
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Were the research results clearly presented?
The results are clearly presented. The researchers used the hypotheses to break down the results into smaller categories. The first sub-heading in the results section focuses on the effects of flattery on the perceived manipulative intent. The study results are broken down into different categories and charts to visually illustrate flattery effects on brand personality and brand attitude.
What action would you take if you were a CMO based on these research results?
As the CMO, I would consider the results of the study when creating new marketing campaigns. The study shows that brand personality plays a significant role. Before creating an ad, the first step is to conceptualize the personality and classify it as exciting or sincere. For sincere brands, consumers prefer realistic messages rather than flattery as they will view the brand as manipulative. However, an exciting brand can get away with flattery such that flattery evokes a positive response.
References
Guèvremont, A., & Grohmann, B. (2013). The impact of brand personality on consumer responses to persuasion attempts. Journal of Brand Management, 20 (6), 518-530. Doi: http://dx.doi.org/10.1057/bm.2012.58
Tucker, E. M., Rifon, N. J., Lee, E., & Reece, B. B. (2012). A test of green claim types and the role of individual consumer characteristics for green ad response. Journal of Advertising, 41( 4), 9-23.
