Chau Nguyen Hai Dang_baiu08002_thesis

8/12/2019 Chau Nguyen Hai Dang_baiu08002_thesis

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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


advertsied in TVC because of i ts emot ional

content

189 1 5 3.47 .997


advertsied in TVC because of i t s mus ic

189 1 5 3.25 1.035


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

Chau Nguyen Hai Dang_baiu08002_thesis

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