Pub Date : 2023-08-18DOI: 10.1080/13527266.2022.2056230
Ahmet Koksal, Aaron Johnson, Somak Banerjee, S. Dutta
ABSTRACT The use of evidence in bolstering message believability has been shown in the literature. However, more work is needed to understand the effect of evidence in the monetary donation context for nonprofit organizations. This paper aims to partially close the knowledge gap in this area by (i) comparing the effectiveness of statistical and narrative donation messages on message believability, (ii) investigating the moderating effect of abstract and concrete mindset on the relationship between message type and believability, and (iii) analyzing the resulting effect on subsequent donation intentions. Our findings show that there is no difference in the effect of statistical versus narrative messages on message believability when the recipient of the message is in abstract mindset. However, when the recipient is in concrete mindset, statistical messages lead to stronger believability perceptions. Furthermore, higher believability is found to increase individual monetary donation intentions.
{"title":"The effect of evidence in nonprofit donation requests: how does mindset play a role?","authors":"Ahmet Koksal, Aaron Johnson, Somak Banerjee, S. Dutta","doi":"10.1080/13527266.2022.2056230","DOIUrl":"https://doi.org/10.1080/13527266.2022.2056230","url":null,"abstract":"ABSTRACT The use of evidence in bolstering message believability has been shown in the literature. However, more work is needed to understand the effect of evidence in the monetary donation context for nonprofit organizations. This paper aims to partially close the knowledge gap in this area by (i) comparing the effectiveness of statistical and narrative donation messages on message believability, (ii) investigating the moderating effect of abstract and concrete mindset on the relationship between message type and believability, and (iii) analyzing the resulting effect on subsequent donation intentions. Our findings show that there is no difference in the effect of statistical versus narrative messages on message believability when the recipient of the message is in abstract mindset. However, when the recipient is in concrete mindset, statistical messages lead to stronger believability perceptions. Furthermore, higher believability is found to increase individual monetary donation intentions.","PeriodicalId":35919,"journal":{"name":"Journal of Marketing Communications","volume":"29 1","pages":"597 - 615"},"PeriodicalIF":0.0,"publicationDate":"2023-08-18","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48416004","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-08-18DOI: 10.1080/13527266.2022.2054850
Fang Liu, H. LeBlanc, A. Kanso, Richard Nelson
ABSTRACT Many traditional forms of advertising are losing ground to alternative media. Such a trend represents opportunities for the promotional products medium. However, the effectiveness of promotional products in comparison to other advertising alternatives has not been widely empirically tested. This experiment examines responses to advertising media by employing two sets of seven randomly assigned conditions at two major U.S. universities. The findings revealed statistically significant effective improvements in contrast to television advertising when promotional products were used in credibility perceptions, attitudes towards the advertisement and the product, and behavioural intents such as purchasing intent and referral intent. Additionally, positive effects were observed when promotional products were used in conjunction with television and print advertising compared with television and print advertising alone. Future directions for research are recommended.
{"title":"Improving the media mix: how promotional products enhance advertising impact","authors":"Fang Liu, H. LeBlanc, A. Kanso, Richard Nelson","doi":"10.1080/13527266.2022.2054850","DOIUrl":"https://doi.org/10.1080/13527266.2022.2054850","url":null,"abstract":"ABSTRACT Many traditional forms of advertising are losing ground to alternative media. Such a trend represents opportunities for the promotional products medium. However, the effectiveness of promotional products in comparison to other advertising alternatives has not been widely empirically tested. This experiment examines responses to advertising media by employing two sets of seven randomly assigned conditions at two major U.S. universities. The findings revealed statistically significant effective improvements in contrast to television advertising when promotional products were used in credibility perceptions, attitudes towards the advertisement and the product, and behavioural intents such as purchasing intent and referral intent. Additionally, positive effects were observed when promotional products were used in conjunction with television and print advertising compared with television and print advertising alone. Future directions for research are recommended.","PeriodicalId":35919,"journal":{"name":"Journal of Marketing Communications","volume":"29 1","pages":"577 - 596"},"PeriodicalIF":0.0,"publicationDate":"2023-08-18","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46484072","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
{"title":"Do consumers go through imagery processing processes differently? The interplay between imagery-evoking level and multidimensional mental imagery in airline ads processing","authors":"Yakun Zhang, Jithendran Kokkranikal, Brianna Parker","doi":"10.1080/13527266.2023.2246036","DOIUrl":"https://doi.org/10.1080/13527266.2023.2246036","url":null,"abstract":"","PeriodicalId":35919,"journal":{"name":"Journal of Marketing Communications","volume":" ","pages":""},"PeriodicalIF":0.0,"publicationDate":"2023-08-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47664948","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-08-11DOI: 10.1080/13527266.2023.2245826
S. Loureiro, E. Sarmento, Francisco Vinagre, M. Ferreira
{"title":"Human branding: from attachment strength to loyalty","authors":"S. Loureiro, E. Sarmento, Francisco Vinagre, M. Ferreira","doi":"10.1080/13527266.2023.2245826","DOIUrl":"https://doi.org/10.1080/13527266.2023.2245826","url":null,"abstract":"","PeriodicalId":35919,"journal":{"name":"Journal of Marketing Communications","volume":" ","pages":""},"PeriodicalIF":0.0,"publicationDate":"2023-08-11","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42793671","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-08-10DOI: 10.1080/13527266.2023.2244799
P. Kitchen
This issue publishes five papers with a wide range of contributors from the USA, Australia, Poland, New Zealand and Japan. The abstracts summarise the paper contents well in subjects ranging from mobile payments, podcast effects, country tourism advertising, to nonprofit donation requests, and how promotional products enhance ad impact. We are now approaching 2025 and almost a quarter century has passed by since the inauguration of the new millenium. In that short time period, we have witnessed huge expansion and accelerating diversity in all media forms and promotional opportunities. Not all of these are digital or even online. Yes, digital is important and has taken its rightful place in the pantheon of media choices. But, digital does not stand alone . . . and nor will it for the foreseeable future! The whole range of traditional media and promotional options are still operational, valuable and usable. One form does not supersede or dominate the other. At least, not yet. Hence, to our authors and contributors, we welcome papers drawing on every diverse digital and traditional modus operandi and the necessary interactions between them in developing, implementing and evaluating marketing and corporate communications campaigns and strategies. Hence, critical papers addressing the interactions between traditional and digital would be welcome. It would be also great to see critical papers addressing the many consumer issues evident in today’s media-saturated societies. For example:
{"title":"Digital does not stand alone… the road to further critical analysis lies open","authors":"P. Kitchen","doi":"10.1080/13527266.2023.2244799","DOIUrl":"https://doi.org/10.1080/13527266.2023.2244799","url":null,"abstract":"This issue publishes five papers with a wide range of contributors from the USA, Australia, Poland, New Zealand and Japan. The abstracts summarise the paper contents well in subjects ranging from mobile payments, podcast effects, country tourism advertising, to nonprofit donation requests, and how promotional products enhance ad impact. We are now approaching 2025 and almost a quarter century has passed by since the inauguration of the new millenium. In that short time period, we have witnessed huge expansion and accelerating diversity in all media forms and promotional opportunities. Not all of these are digital or even online. Yes, digital is important and has taken its rightful place in the pantheon of media choices. But, digital does not stand alone . . . and nor will it for the foreseeable future! The whole range of traditional media and promotional options are still operational, valuable and usable. One form does not supersede or dominate the other. At least, not yet. Hence, to our authors and contributors, we welcome papers drawing on every diverse digital and traditional modus operandi and the necessary interactions between them in developing, implementing and evaluating marketing and corporate communications campaigns and strategies. Hence, critical papers addressing the interactions between traditional and digital would be welcome. It would be also great to see critical papers addressing the many consumer issues evident in today’s media-saturated societies. For example:","PeriodicalId":35919,"journal":{"name":"Journal of Marketing Communications","volume":"29 1","pages":"533 - 534"},"PeriodicalIF":0.0,"publicationDate":"2023-08-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42756123","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-08-01DOI: 10.1080/13527266.2023.2235690
S. Y. Lee, J. Fraustino
{"title":"How to tell the crisis: effects of stealing thunder by self-disclosing corporate violations","authors":"S. Y. Lee, J. Fraustino","doi":"10.1080/13527266.2023.2235690","DOIUrl":"https://doi.org/10.1080/13527266.2023.2235690","url":null,"abstract":"","PeriodicalId":35919,"journal":{"name":"Journal of Marketing Communications","volume":" ","pages":""},"PeriodicalIF":0.0,"publicationDate":"2023-08-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43251757","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-07-25DOI: 10.1080/13527266.2023.2238206
Rahim Hussain, R. Iqbal
{"title":"Elucidating the impact of cognitive and behavioral responses to web banner-ad frequency","authors":"Rahim Hussain, R. Iqbal","doi":"10.1080/13527266.2023.2238206","DOIUrl":"https://doi.org/10.1080/13527266.2023.2238206","url":null,"abstract":"","PeriodicalId":35919,"journal":{"name":"Journal of Marketing Communications","volume":" ","pages":""},"PeriodicalIF":0.0,"publicationDate":"2023-07-25","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45273247","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-07-20DOI: 10.1080/13527266.2023.2238276
Saraí Meléndez-Rodríguez, David Roca
{"title":"How loud does the Lion roar?: Awards as signals of quality for advertising creatives","authors":"Saraí Meléndez-Rodríguez, David Roca","doi":"10.1080/13527266.2023.2238276","DOIUrl":"https://doi.org/10.1080/13527266.2023.2238276","url":null,"abstract":"","PeriodicalId":35919,"journal":{"name":"Journal of Marketing Communications","volume":" ","pages":""},"PeriodicalIF":0.0,"publicationDate":"2023-07-20","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45844791","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-07-12DOI: 10.1080/13527266.2023.2235753
Youngji Seo, Hanyoung Kim, Youngjee Ko, Hye Jin Yoon, J. Han, Jongmin Lee, Ja Kyung Seo
{"title":"The power of “Likes”: the effects of “Liked By” and number of likes cues on perceived descriptive norms and behavioral intention to receive the flu vaccine","authors":"Youngji Seo, Hanyoung Kim, Youngjee Ko, Hye Jin Yoon, J. Han, Jongmin Lee, Ja Kyung Seo","doi":"10.1080/13527266.2023.2235753","DOIUrl":"https://doi.org/10.1080/13527266.2023.2235753","url":null,"abstract":"","PeriodicalId":35919,"journal":{"name":"Journal of Marketing Communications","volume":"1 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2023-07-12","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41438141","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-07-04DOI: 10.1080/13527266.2023.2225074
Anita G. Rodriguez, Rozbeh Madadi, Ram Acharya, O. Idowu, E. Blaugrund, M. Zúñiga, Ivonne M. Torres
{"title":"Effects of dietary restraint on perceived healthfulness and purchase intention: the moderating effects of source credibility and product label","authors":"Anita G. Rodriguez, Rozbeh Madadi, Ram Acharya, O. Idowu, E. Blaugrund, M. Zúñiga, Ivonne M. Torres","doi":"10.1080/13527266.2023.2225074","DOIUrl":"https://doi.org/10.1080/13527266.2023.2225074","url":null,"abstract":"","PeriodicalId":35919,"journal":{"name":"Journal of Marketing Communications","volume":" ","pages":""},"PeriodicalIF":0.0,"publicationDate":"2023-07-04","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44821445","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
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