Pub Date : 2019-07-18DOI: 10.1080/10641734.2019.1571839
Jessica Zeiss, Doug Walker, Leslie C Carlson
Abstract With many rendering child obesity as a national priority, researchers are calling for transformative approaches to investigating the precursors of child obesity, including persuasion, and parental and media socialization, among others. This research utilizes a matched child-parent survey to test a multifaceted model of child obesity, with child reports on targeted food advertising evidencing marketplace influences. Findings support the proactive role that parents assume based on their perceptions of the inappropriateness of child-targeted food marketing. While this parental response is negatively related to children’s body mass index (BMI), the promising relationship is attenuated by the extent of child exposure to food marketing.
{"title":"Reassessing the Influence of Parents and Advertising on Children’s BMI","authors":"Jessica Zeiss, Doug Walker, Leslie C Carlson","doi":"10.1080/10641734.2019.1571839","DOIUrl":"https://doi.org/10.1080/10641734.2019.1571839","url":null,"abstract":"Abstract With many rendering child obesity as a national priority, researchers are calling for transformative approaches to investigating the precursors of child obesity, including persuasion, and parental and media socialization, among others. This research utilizes a matched child-parent survey to test a multifaceted model of child obesity, with child reports on targeted food advertising evidencing marketplace influences. Findings support the proactive role that parents assume based on their perceptions of the inappropriateness of child-targeted food marketing. While this parental response is negatively related to children’s body mass index (BMI), the promising relationship is attenuated by the extent of child exposure to food marketing.","PeriodicalId":43045,"journal":{"name":"Journal of Current Issues and Research In Advertising","volume":null,"pages":null},"PeriodicalIF":3.4,"publicationDate":"2019-07-18","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/10641734.2019.1571839","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46221565","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 : 2019-01-02DOI: 10.1080/10641734.2019.1583497
Barbara J. Phillips
{"title":"Curious & Interesting: New Directions for JCIRA","authors":"Barbara J. Phillips","doi":"10.1080/10641734.2019.1583497","DOIUrl":"https://doi.org/10.1080/10641734.2019.1583497","url":null,"abstract":"","PeriodicalId":43045,"journal":{"name":"Journal of Current Issues and Research In Advertising","volume":null,"pages":null},"PeriodicalIF":3.4,"publicationDate":"2019-01-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/10641734.2019.1583497","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47753888","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 : 2019-01-02DOI: 10.1080/10641734.2018.1500319
E. Thorson, Samuel M. Tham, Weiyue Chen, Vamsi K. Kanuri
Abstract This study examines self-reported presidential advertising exposure in young adults during a 23-day rolling cross sectional (RCS) survey fielded nationally from February 24 to March 17, 2016, during the Presidential primaries. Advertising expenditures and number of ads run in each state are highly correlated with self-reported ad awareness. Respondents were most aware of television advertising; web and social media advertising were strong seconds. Advantages of using RCS include robust identification of variables that predict advertising awareness, and identifying news events that affected advertising awareness.
{"title":"Exposure to Presidential Candidate Advertising on Television, Website, and Social Media During 23 Days of the 2016 Primary","authors":"E. Thorson, Samuel M. Tham, Weiyue Chen, Vamsi K. Kanuri","doi":"10.1080/10641734.2018.1500319","DOIUrl":"https://doi.org/10.1080/10641734.2018.1500319","url":null,"abstract":"Abstract This study examines self-reported presidential advertising exposure in young adults during a 23-day rolling cross sectional (RCS) survey fielded nationally from February 24 to March 17, 2016, during the Presidential primaries. Advertising expenditures and number of ads run in each state are highly correlated with self-reported ad awareness. Respondents were most aware of television advertising; web and social media advertising were strong seconds. Advantages of using RCS include robust identification of variables that predict advertising awareness, and identifying news events that affected advertising awareness.","PeriodicalId":43045,"journal":{"name":"Journal of Current Issues and Research In Advertising","volume":null,"pages":null},"PeriodicalIF":3.4,"publicationDate":"2019-01-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/10641734.2018.1500319","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48118553","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 : 2019-01-02DOI: 10.1080/10641734.2018.1500324
Charles S. Gulas, Kunal Swani, Marc G. Weinberger
Abstract As comedic violence has increased in advertising, questions arise about whether and when it is effective. This research addresses the impact that audience preexposure to violent (nonviolent) media might have on audience responses. Study 1 finds that audiences respond more favorably to comedic advertising violence if they are primed with violent media, akin to commercial viewed during a violent TV program. Study 2 finds that viewers respond more favorably to comedic advertising violence if they have habitual exposure to violent video games. The findings indicate that prior exposure to violence is related to more favorable responses to comedic advertising violence.
{"title":"Audience Reaction to Comedic Advertising Violence After Exposure to Violent Media","authors":"Charles S. Gulas, Kunal Swani, Marc G. Weinberger","doi":"10.1080/10641734.2018.1500324","DOIUrl":"https://doi.org/10.1080/10641734.2018.1500324","url":null,"abstract":"Abstract As comedic violence has increased in advertising, questions arise about whether and when it is effective. This research addresses the impact that audience preexposure to violent (nonviolent) media might have on audience responses. Study 1 finds that audiences respond more favorably to comedic advertising violence if they are primed with violent media, akin to commercial viewed during a violent TV program. Study 2 finds that viewers respond more favorably to comedic advertising violence if they have habitual exposure to violent video games. The findings indicate that prior exposure to violence is related to more favorable responses to comedic advertising violence.","PeriodicalId":43045,"journal":{"name":"Journal of Current Issues and Research In Advertising","volume":null,"pages":null},"PeriodicalIF":3.4,"publicationDate":"2019-01-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/10641734.2018.1500324","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42393720","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 : 2018-12-13DOI: 10.1080/10641734.2018.1519471
Sun-Young Park, Mark Yi-Cheon Yim
Abstract From the perspective of social adaptation theory, this study empirically tests the effectiveness of celebrity endorsements of familiar luxury brands compared to that of noncelebrity endorsements. Two separate 2 (celebrity vs. non celebrity) × 2 (luxury vs. nonluxury brands) between-subjects-design experiments are conducted based on female college students (Study 1) and average female consumers (Study 2), respectively. The results show that celebrity endorsements are more effective than noncelebrity endorsements only in attitudes toward advertisements, but not in brand luxuriousness, brand attitudes, and purchase intention. A structural equation model identifies the significance of congruence between an endorser and an ad for luxury brand in generating brand luxuriousness and that greater brand luxuriousness does not warrant the high estimated price for the product featured in the ad. Theoretical contributions and practical implications are discussed at the end.
{"title":"Do Celebrity Endorsements Benefit Familiar Luxury Brands? A Perspective From Social Adaptation Theory","authors":"Sun-Young Park, Mark Yi-Cheon Yim","doi":"10.1080/10641734.2018.1519471","DOIUrl":"https://doi.org/10.1080/10641734.2018.1519471","url":null,"abstract":"Abstract From the perspective of social adaptation theory, this study empirically tests the effectiveness of celebrity endorsements of familiar luxury brands compared to that of noncelebrity endorsements. Two separate 2 (celebrity vs. non celebrity) × 2 (luxury vs. nonluxury brands) between-subjects-design experiments are conducted based on female college students (Study 1) and average female consumers (Study 2), respectively. The results show that celebrity endorsements are more effective than noncelebrity endorsements only in attitudes toward advertisements, but not in brand luxuriousness, brand attitudes, and purchase intention. A structural equation model identifies the significance of congruence between an endorser and an ad for luxury brand in generating brand luxuriousness and that greater brand luxuriousness does not warrant the high estimated price for the product featured in the ad. Theoretical contributions and practical implications are discussed at the end.","PeriodicalId":43045,"journal":{"name":"Journal of Current Issues and Research In Advertising","volume":null,"pages":null},"PeriodicalIF":3.4,"publicationDate":"2018-12-13","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/10641734.2018.1519471","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48880866","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 : 2018-11-05DOI: 10.1080/10641734.2018.1519470
O. Venger, Joyce M. Wolburg
Abstract This study tells the story of how two contrasting countries regulate the advertising of alcohol, given its status as a legal but potentially harmful product. Ukraine is a recent market economy still trying to reconcile its desire to build a consumer culture with its uncertainty of the power of advertising, whereas the United States has had more than a century to address fear over advertising effects. The study is an updated comparison to a study by Wolburg and Venger and answers a series of research questions regarding how the magazine advertising of alcohol in both countries meets regulatory standards, how the creative strategy is used to navigate regulations, and how the current advertising differs from that of 10 years prior.
{"title":"Playing the Game (or Not): How Ukraine and the United States Navigate the Hostile Regulatory Environment for Alcohol Advertising","authors":"O. Venger, Joyce M. Wolburg","doi":"10.1080/10641734.2018.1519470","DOIUrl":"https://doi.org/10.1080/10641734.2018.1519470","url":null,"abstract":"Abstract This study tells the story of how two contrasting countries regulate the advertising of alcohol, given its status as a legal but potentially harmful product. Ukraine is a recent market economy still trying to reconcile its desire to build a consumer culture with its uncertainty of the power of advertising, whereas the United States has had more than a century to address fear over advertising effects. The study is an updated comparison to a study by Wolburg and Venger and answers a series of research questions regarding how the magazine advertising of alcohol in both countries meets regulatory standards, how the creative strategy is used to navigate regulations, and how the current advertising differs from that of 10 years prior.","PeriodicalId":43045,"journal":{"name":"Journal of Current Issues and Research In Advertising","volume":null,"pages":null},"PeriodicalIF":3.4,"publicationDate":"2018-11-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/10641734.2018.1519470","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45561199","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 : 2018-11-05DOI: 10.1080/10641734.2018.1521113
C. Childers, Laura L. Lemon, M. Hoy
Abstract As digital and social media continue to grow in terms of usage and advertising expenditures, the advertising industry has been forced to develop innovative strategies. One such strategy is influencer marketing, which connects online personas with brands or services that target audiences trust and engage with regularly. This study provides insight into the experiences with and perceptions of influencer marketing among those working in advertising agencies. Nineteen U.S. advertising agency professionals were interviewed. Results show that the billion-dollar influencer marketing industry is largely uncharted territory that impacts strategic decision making and requires a shift in agency process for effective implementation.
{"title":"#Sponsored #Ad: Agency Perspective on Influencer Marketing Campaigns","authors":"C. Childers, Laura L. Lemon, M. Hoy","doi":"10.1080/10641734.2018.1521113","DOIUrl":"https://doi.org/10.1080/10641734.2018.1521113","url":null,"abstract":"Abstract As digital and social media continue to grow in terms of usage and advertising expenditures, the advertising industry has been forced to develop innovative strategies. One such strategy is influencer marketing, which connects online personas with brands or services that target audiences trust and engage with regularly. This study provides insight into the experiences with and perceptions of influencer marketing among those working in advertising agencies. Nineteen U.S. advertising agency professionals were interviewed. Results show that the billion-dollar influencer marketing industry is largely uncharted territory that impacts strategic decision making and requires a shift in agency process for effective implementation.","PeriodicalId":43045,"journal":{"name":"Journal of Current Issues and Research In Advertising","volume":null,"pages":null},"PeriodicalIF":3.4,"publicationDate":"2018-11-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/10641734.2018.1521113","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43572007","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 : 2018-11-05DOI: 10.1080/10641734.2018.1519469
Delancy H. S. Bennett, W. Diamond, E. Miller, Jerome D. Williams
Abstract Current theories of source persuasion and endorser credibility posit that celebrities become ineffective endorsers when they have been involved in a scandal. However, little attention has been given to the success of “bad-boy” celebrities, endorsers who thrive in spite of, if not because of, their association with negative information. In this conceptual article, we propose a new fantasy-based relationship, hedonic consumption, and congruency (FHC) model to provide insight into the effectiveness of bad-boy celebrity endorsers. According to this model, relationships with a bad-boy celebrity are formed via consumption of the celebrity’s narratives through the consumers’ use of books, magazines, movies, music, social media, television shows, or other forms of media. This view of celebrity endorsements suggests that consumers relate to bad boys through fantasy-based relationships, which allow consumers to escape from the stress of their everyday lives. Hence, a celebrity’s scandal, when congruent with the fantasy, can add to the fantasy escape and enhance the fantasy-based celebrity relationship. This fantasy-based relationship is then relived and revitalized through hedonic consumption of the endorsed product. Our model provides a new perspective on factors that influence source persuasion and insight into the effectiveness of bad-boy endorsers. Areas for future research are also proposed.
{"title":"Understanding Bad-Boy Celebrity Endorser Effectiveness: The Fantasy-Based Relationship, Hedonic Consumption, and Congruency Model","authors":"Delancy H. S. Bennett, W. Diamond, E. Miller, Jerome D. Williams","doi":"10.1080/10641734.2018.1519469","DOIUrl":"https://doi.org/10.1080/10641734.2018.1519469","url":null,"abstract":"Abstract Current theories of source persuasion and endorser credibility posit that celebrities become ineffective endorsers when they have been involved in a scandal. However, little attention has been given to the success of “bad-boy” celebrities, endorsers who thrive in spite of, if not because of, their association with negative information. In this conceptual article, we propose a new fantasy-based relationship, hedonic consumption, and congruency (FHC) model to provide insight into the effectiveness of bad-boy celebrity endorsers. According to this model, relationships with a bad-boy celebrity are formed via consumption of the celebrity’s narratives through the consumers’ use of books, magazines, movies, music, social media, television shows, or other forms of media. This view of celebrity endorsements suggests that consumers relate to bad boys through fantasy-based relationships, which allow consumers to escape from the stress of their everyday lives. Hence, a celebrity’s scandal, when congruent with the fantasy, can add to the fantasy escape and enhance the fantasy-based celebrity relationship. This fantasy-based relationship is then relived and revitalized through hedonic consumption of the endorsed product. Our model provides a new perspective on factors that influence source persuasion and insight into the effectiveness of bad-boy endorsers. Areas for future research are also proposed.","PeriodicalId":43045,"journal":{"name":"Journal of Current Issues and Research In Advertising","volume":null,"pages":null},"PeriodicalIF":3.4,"publicationDate":"2018-11-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/10641734.2018.1519469","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44443640","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 : 2018-11-05DOI: 10.1080/10641734.2018.1503112
Ho-Young (Anthony) Ahn, H. Paek, Spencer F. Tinkham
Abstract Guided by a match-up hypothesis and Fishbein’s expectancy-value theory, this research examines the effects of message sources and appeals in anti-binge-drinking public service ads (PSAs) on college students' binge-drinking attitudes and behavioral intention. College students (N = 251) participated in a 2 sources (expertise vs. similarity) × 2 appeals (expectancy vs. valuative) factorial experiment. Results show that there were conditional impacts of a similar source (peer) on favorable attitudes toward the PSAs. Messages were more effective when there was consistency between source characteristics and appeals (i.e., expert/expectancy and peer/valuative). The usefulness of Fishbein’s expectancy-value theory and the alternative framework for PSA developers are discussed.
{"title":"The Role of Source Characteristics and Message Appeals in Public Service Advertising (PSA) Messages: An Application of Fishbein’s Expectancy-Value Model and the Match-Up Hypothesis for Anti-Binge-Drinking Campaigns Targeting College Students","authors":"Ho-Young (Anthony) Ahn, H. Paek, Spencer F. Tinkham","doi":"10.1080/10641734.2018.1503112","DOIUrl":"https://doi.org/10.1080/10641734.2018.1503112","url":null,"abstract":"Abstract Guided by a match-up hypothesis and Fishbein’s expectancy-value theory, this research examines the effects of message sources and appeals in anti-binge-drinking public service ads (PSAs) on college students' binge-drinking attitudes and behavioral intention. College students (N = 251) participated in a 2 sources (expertise vs. similarity) × 2 appeals (expectancy vs. valuative) factorial experiment. Results show that there were conditional impacts of a similar source (peer) on favorable attitudes toward the PSAs. Messages were more effective when there was consistency between source characteristics and appeals (i.e., expert/expectancy and peer/valuative). The usefulness of Fishbein’s expectancy-value theory and the alternative framework for PSA developers are discussed.","PeriodicalId":43045,"journal":{"name":"Journal of Current Issues and Research In Advertising","volume":null,"pages":null},"PeriodicalIF":3.4,"publicationDate":"2018-11-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/10641734.2018.1503112","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41988456","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 : 2018-10-29DOI: 10.1080/10641734.2018.1503113
Keith A. Quesenberry, Michael K. Coolsen
Abstract Organic reach, the number of people shown a brand Facebook post through unpaid distribution, has been declining. Which factors increase shares, likes, and comments—engagement measures known to impact organic reach? A content analysis of 1,000 brand Facebook posts text found (1) significant effects for new/now posts on increasing shares and comments, (2) significant effects for time/date posts on increasing shares, and (3) significant effects for education posts on decreasing likes and comments. Promotion/contest and social cause/corporate social responsibility (CSR) posts produced no significant results. Connections to diffusion theory and viral definitions are explored. Managerial implications are also discussed.
{"title":"What Makes Facebook Brand Posts Engaging? A Content Analysis of Facebook Brand Post Text That Increases Shares, Likes, and Comments to Influence Organic Viral Reach","authors":"Keith A. Quesenberry, Michael K. Coolsen","doi":"10.1080/10641734.2018.1503113","DOIUrl":"https://doi.org/10.1080/10641734.2018.1503113","url":null,"abstract":"Abstract Organic reach, the number of people shown a brand Facebook post through unpaid distribution, has been declining. Which factors increase shares, likes, and comments—engagement measures known to impact organic reach? A content analysis of 1,000 brand Facebook posts text found (1) significant effects for new/now posts on increasing shares and comments, (2) significant effects for time/date posts on increasing shares, and (3) significant effects for education posts on decreasing likes and comments. Promotion/contest and social cause/corporate social responsibility (CSR) posts produced no significant results. Connections to diffusion theory and viral definitions are explored. Managerial implications are also discussed.","PeriodicalId":43045,"journal":{"name":"Journal of Current Issues and Research In Advertising","volume":null,"pages":null},"PeriodicalIF":3.4,"publicationDate":"2018-10-29","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/10641734.2018.1503113","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48149870","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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