Pub Date : 2020-03-20DOI: 10.1080/10641734.2020.1734503
Matthew Pittman, K. Sheehan
Abstract Brand Authenticity is paramount in contemporary advertising and brands can communicate their authenticity by supporting social and environmental crises. Brands often donate money or products to causes, and while the value of such activities has been documented, the actual nature of the donation relative to authenticity and subsequent outcomes is unclear. How much should brands donate? What type of donation is best? What are the advantages of choosing certain crises over others? This paper explores how a brand’s authenticity might be affected by its response strategy to various crises. Two experimental studies provide converging evidence that with either an acute (a weather-related crisis) or a chronic social (school funding) issue, the right type and size of donation can lead to desirable brand outcomes while assisting those in need. We argue that symbolic consumption is the mechanism through which process occurs. We find that purchase intent can be generated through donating cash or products to a crisis that fits well with brand values, whereas digital engagement is best generated through product donation in support of a crisis which does not.
{"title":"Brand Authenticity and Strategic Response to Crises: Symbolic Effects of Donation Type on Purchase Intent and Digital Engagement","authors":"Matthew Pittman, K. Sheehan","doi":"10.1080/10641734.2020.1734503","DOIUrl":"https://doi.org/10.1080/10641734.2020.1734503","url":null,"abstract":"Abstract Brand Authenticity is paramount in contemporary advertising and brands can communicate their authenticity by supporting social and environmental crises. Brands often donate money or products to causes, and while the value of such activities has been documented, the actual nature of the donation relative to authenticity and subsequent outcomes is unclear. How much should brands donate? What type of donation is best? What are the advantages of choosing certain crises over others? This paper explores how a brand’s authenticity might be affected by its response strategy to various crises. Two experimental studies provide converging evidence that with either an acute (a weather-related crisis) or a chronic social (school funding) issue, the right type and size of donation can lead to desirable brand outcomes while assisting those in need. We argue that symbolic consumption is the mechanism through which process occurs. We find that purchase intent can be generated through donating cash or products to a crisis that fits well with brand values, whereas digital engagement is best generated through product donation in support of a crisis which does not.","PeriodicalId":43045,"journal":{"name":"Journal of Current Issues and Research In Advertising","volume":null,"pages":null},"PeriodicalIF":3.4,"publicationDate":"2020-03-20","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/10641734.2020.1734503","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46919891","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 : 2020-01-24DOI: 10.1080/10641734.2019.1706211
Sukki Yoon, A. Lalwani, Patrick Vargas, Kacy Kim, C. R. Taylor
Abstract Four studies examined the perceived persuasiveness of pro-and anti-health messages among Koreans and Americans. Results indicated that the perceived effectiveness of messages in the two countries depends on whether a healthy (e.g., anti-smoking) or an unhealthy (pro-smoking) behavior is advocated. In general, Americans believed that they were more persuaded than others by messages advocating healthy behavior, whereas Koreans believed that they were less persuaded than others by such messages. In contrast, Americans believed that they were less persuaded than others by messages advocating unhealthy behavior, whereas this tendency was not found among Koreans. Implications and avenues for future research are discussed.
{"title":"Culture and Health Persuasion: Differences between Koreans and Americans","authors":"Sukki Yoon, A. Lalwani, Patrick Vargas, Kacy Kim, C. R. Taylor","doi":"10.1080/10641734.2019.1706211","DOIUrl":"https://doi.org/10.1080/10641734.2019.1706211","url":null,"abstract":"Abstract Four studies examined the perceived persuasiveness of pro-and anti-health messages among Koreans and Americans. Results indicated that the perceived effectiveness of messages in the two countries depends on whether a healthy (e.g., anti-smoking) or an unhealthy (pro-smoking) behavior is advocated. In general, Americans believed that they were more persuaded than others by messages advocating healthy behavior, whereas Koreans believed that they were less persuaded than others by such messages. In contrast, Americans believed that they were less persuaded than others by messages advocating unhealthy behavior, whereas this tendency was not found among Koreans. Implications and avenues for future research are discussed.","PeriodicalId":43045,"journal":{"name":"Journal of Current Issues and Research In Advertising","volume":null,"pages":null},"PeriodicalIF":3.4,"publicationDate":"2020-01-24","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/10641734.2019.1706211","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44621226","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 : 2020-01-02DOI: 10.1080/10641734.2018.1557090
Rick T. Wilson, Daniel W. Baack
Abstract Native advertising has attracted a lot of attention among academics interested in the ad format designed to mimic editorial content and provide consumers with often hard-to-find and detailed information. Yet its earlier predecessor, the advertorial, is used more frequently for information dissemination in the economic development and finance sectors. To better understand how advertorials are used today, we use computer-aided text analysis (CATA) to content analyze 843 advertorial pages used by 57 countries to promote themselves as ideal locations for foreign direct investment. Interview data from communication agency personnel involved in advertorial development provides subsequent insight. Our quantitative analysis finds limited differences in how countries promote themselves, but our interviews suggest that the communication agencies used to create the advertorials may explain the homogeneity in the data.
{"title":"An Exploration of Advertorials Used to Attract Foreign Direct Investment","authors":"Rick T. Wilson, Daniel W. Baack","doi":"10.1080/10641734.2018.1557090","DOIUrl":"https://doi.org/10.1080/10641734.2018.1557090","url":null,"abstract":"Abstract Native advertising has attracted a lot of attention among academics interested in the ad format designed to mimic editorial content and provide consumers with often hard-to-find and detailed information. Yet its earlier predecessor, the advertorial, is used more frequently for information dissemination in the economic development and finance sectors. To better understand how advertorials are used today, we use computer-aided text analysis (CATA) to content analyze 843 advertorial pages used by 57 countries to promote themselves as ideal locations for foreign direct investment. Interview data from communication agency personnel involved in advertorial development provides subsequent insight. Our quantitative analysis finds limited differences in how countries promote themselves, but our interviews suggest that the communication agencies used to create the advertorials may explain the homogeneity in the data.","PeriodicalId":43045,"journal":{"name":"Journal of Current Issues and Research In Advertising","volume":null,"pages":null},"PeriodicalIF":3.4,"publicationDate":"2020-01-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/10641734.2018.1557090","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48597906","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 : 2020-01-02DOI: 10.1080/10641734.2019.1627257
Yoon‐Joo Lee, J. Choi, Adrienne F. Muldrow
Abstract This study examines how individuals may engage with online donation behaviors by comparing two donation conditions: a public context and a private context. The study findings suggest that interdependent self-construal is likely to play a role in promoting donation behavior when individuals consider making a donation on a Facebook page. Furthermore, this study showed that impression outcome expectancy is the underlying mechanism mediating the effect of interdependent self-construal on willingness to donate, moderated by the donation contexts (public context: Facebook vs. private context: e-mail). This outcome suggests that high levels of interdependent self-construal alone do not prompt individuals to give, but that understanding the advertising medium and its interaction with underlying impression-outcome motives does so prompt individuals.
{"title":"The Role of Interdependent Self-Construal in Increasing Donation Behavioral Intention: Underlying Processing Mechanism of Impression Motives","authors":"Yoon‐Joo Lee, J. Choi, Adrienne F. Muldrow","doi":"10.1080/10641734.2019.1627257","DOIUrl":"https://doi.org/10.1080/10641734.2019.1627257","url":null,"abstract":"Abstract This study examines how individuals may engage with online donation behaviors by comparing two donation conditions: a public context and a private context. The study findings suggest that interdependent self-construal is likely to play a role in promoting donation behavior when individuals consider making a donation on a Facebook page. Furthermore, this study showed that impression outcome expectancy is the underlying mechanism mediating the effect of interdependent self-construal on willingness to donate, moderated by the donation contexts (public context: Facebook vs. private context: e-mail). This outcome suggests that high levels of interdependent self-construal alone do not prompt individuals to give, but that understanding the advertising medium and its interaction with underlying impression-outcome motives does so prompt individuals.","PeriodicalId":43045,"journal":{"name":"Journal of Current Issues and Research In Advertising","volume":null,"pages":null},"PeriodicalIF":3.4,"publicationDate":"2020-01-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/10641734.2019.1627257","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42398670","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 : 2020-01-02DOI: 10.1080/10641734.2018.1563572
Hanyoung Kim, Jooyoung Kim
Abstract Recognizing that fast-food brands are increasingly interested in featuring health and wellness values in their marketing, this study investigated the effect of perceived brand–health issue fit on consumer responses to a fast-food health-marketing initiative. Consistent with previous findings and the schema-congruent framework, the results of the current study indicate that an advertising message with high brand–issue fit, compared to one with low brand–issue fit, elicited more favorable consumer responses. In addition, this study tested two different advertising message strategies (i.e., health issue-focused vs. brand-focused) under high and low brand–health issue fit conditions. In line with the predictions of categorization theory, the health issue-focused advertising message was more effective than the brand-focused advertising message under the low fit condition. The findings have theoretical and managerial implications and can help practitioners develop better marketing and advertising strategies for fast-food health-marketing initiatives.
{"title":"The Effect of Brand–Health Issue Fit on Fast-Food Health-Marketing Initiatives","authors":"Hanyoung Kim, Jooyoung Kim","doi":"10.1080/10641734.2018.1563572","DOIUrl":"https://doi.org/10.1080/10641734.2018.1563572","url":null,"abstract":"Abstract Recognizing that fast-food brands are increasingly interested in featuring health and wellness values in their marketing, this study investigated the effect of perceived brand–health issue fit on consumer responses to a fast-food health-marketing initiative. Consistent with previous findings and the schema-congruent framework, the results of the current study indicate that an advertising message with high brand–issue fit, compared to one with low brand–issue fit, elicited more favorable consumer responses. In addition, this study tested two different advertising message strategies (i.e., health issue-focused vs. brand-focused) under high and low brand–health issue fit conditions. In line with the predictions of categorization theory, the health issue-focused advertising message was more effective than the brand-focused advertising message under the low fit condition. The findings have theoretical and managerial implications and can help practitioners develop better marketing and advertising strategies for fast-food health-marketing initiatives.","PeriodicalId":43045,"journal":{"name":"Journal of Current Issues and Research In Advertising","volume":null,"pages":null},"PeriodicalIF":3.4,"publicationDate":"2020-01-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/10641734.2018.1563572","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41524601","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 : 2020-01-02DOI: 10.1080/10641734.2019.1623135
Priska Breves, Ann-Kristin Herget, Holger Schramm
Abstract An extensive content analysis of German primetime commercials was conducted with a focus on musical elements that have been found to influence the effectiveness of advertising. We report current data for the use of music in TV commercials and compare the actual practices of advertising practitioners with the recommendations made by researchers. In total, 1,460 commercials were recorded, of which 594 were unique and analyzed in depth. While advertising practitioners’ use of music in TV advertisements was generally in alignment with scientific advice, we identified some elements that could be improved. Specific features were identified that should be analyzed in future studies.
{"title":"Identifying Opportunities to Optimize the Music in TV Commercials: A Systematic Content Analysis","authors":"Priska Breves, Ann-Kristin Herget, Holger Schramm","doi":"10.1080/10641734.2019.1623135","DOIUrl":"https://doi.org/10.1080/10641734.2019.1623135","url":null,"abstract":"Abstract An extensive content analysis of German primetime commercials was conducted with a focus on musical elements that have been found to influence the effectiveness of advertising. We report current data for the use of music in TV commercials and compare the actual practices of advertising practitioners with the recommendations made by researchers. In total, 1,460 commercials were recorded, of which 594 were unique and analyzed in depth. While advertising practitioners’ use of music in TV advertisements was generally in alignment with scientific advice, we identified some elements that could be improved. Specific features were identified that should be analyzed in future studies.","PeriodicalId":43045,"journal":{"name":"Journal of Current Issues and Research In Advertising","volume":null,"pages":null},"PeriodicalIF":3.4,"publicationDate":"2020-01-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/10641734.2019.1623135","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47066815","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 : 2020-01-02DOI: 10.1080/10641734.2019.1580230
L. Stern, Mark Callister
Abstract This research explored whether hyperbole and puffery ads at two levels of intensity produced differential effects in contrast to nonexaggerated ads. An experiment had 597 subjects rate 1 of 20 ads on ad liking, product quality, deception, product-name recall, and buying intention. Hyperbole ads yielded the highest ad liking, perceived general product quality, and buying intention, along with the highest ratings of perceived deception, in contrast to puffery and control ads. Puffery did not distinguish itself from control ads, having little to no functional effect on common advertising outcome measures. Therefore, hyperbole may offer superior advertising outcomes compared to puffery.
{"title":"Exploring Variations of Hyperbole and Puffery in Advertising","authors":"L. Stern, Mark Callister","doi":"10.1080/10641734.2019.1580230","DOIUrl":"https://doi.org/10.1080/10641734.2019.1580230","url":null,"abstract":"Abstract This research explored whether hyperbole and puffery ads at two levels of intensity produced differential effects in contrast to nonexaggerated ads. An experiment had 597 subjects rate 1 of 20 ads on ad liking, product quality, deception, product-name recall, and buying intention. Hyperbole ads yielded the highest ad liking, perceived general product quality, and buying intention, along with the highest ratings of perceived deception, in contrast to puffery and control ads. Puffery did not distinguish itself from control ads, having little to no functional effect on common advertising outcome measures. Therefore, hyperbole may offer superior advertising outcomes compared to puffery.","PeriodicalId":43045,"journal":{"name":"Journal of Current Issues and Research In Advertising","volume":null,"pages":null},"PeriodicalIF":3.4,"publicationDate":"2020-01-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/10641734.2019.1580230","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"49518003","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 : 2020-01-02DOI: 10.1080/10641734.2019.1599583
{"title":"Correction","authors":"","doi":"10.1080/10641734.2019.1599583","DOIUrl":"https://doi.org/10.1080/10641734.2019.1599583","url":null,"abstract":"","PeriodicalId":43045,"journal":{"name":"Journal of Current Issues and Research In Advertising","volume":null,"pages":null},"PeriodicalIF":3.4,"publicationDate":"2020-01-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/10641734.2019.1599583","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46260017","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 : 2019-11-19DOI: 10.1080/10641734.2019.1687057
W. Tsai, Aya Shata, Shiyun Tian
Abstract To understand the growing trend of gender-themed empowerment advertising, such as “femvertising” and “dadvertising,” this content analysis evaluates the scope and configuration of power and empowerment in magazine advertisements targeting women, men, and the general audience. Based on an interdisciplinary framework, different sources and dimensions of empowerment as well as types of social power are analyzed. Results suggest that empowerment advertising is a highly targeted strategy appealing to primarily female consumers. Female empowerment is typically represented through agentic power while male empowerment focuses on physicality. Results also highlight the emphasis on personal empowerment and the individualistic nature of empowerment advertising narratives.
{"title":"En-Gendering Power and Empowerment in Advertising: A Content Analysis","authors":"W. Tsai, Aya Shata, Shiyun Tian","doi":"10.1080/10641734.2019.1687057","DOIUrl":"https://doi.org/10.1080/10641734.2019.1687057","url":null,"abstract":"Abstract To understand the growing trend of gender-themed empowerment advertising, such as “femvertising” and “dadvertising,” this content analysis evaluates the scope and configuration of power and empowerment in magazine advertisements targeting women, men, and the general audience. Based on an interdisciplinary framework, different sources and dimensions of empowerment as well as types of social power are analyzed. Results suggest that empowerment advertising is a highly targeted strategy appealing to primarily female consumers. Female empowerment is typically represented through agentic power while male empowerment focuses on physicality. Results also highlight the emphasis on personal empowerment and the individualistic nature of empowerment advertising narratives.","PeriodicalId":43045,"journal":{"name":"Journal of Current Issues and Research In Advertising","volume":null,"pages":null},"PeriodicalIF":3.4,"publicationDate":"2019-11-19","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/10641734.2019.1687057","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43685230","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 : 2019-11-14DOI: 10.1080/10641734.2019.1682726
Linwan Wu, Sun-Young Park, Ilyoung Ju
Abstract Process- and outcome-focused mental simulation has been widely adopted in creating advertising messages. Via two experiments, we investigated how chronological (Study 1) and incidental (Study 2) future time perspectives influence consumer responses to process- and outcome-focused advertisements. Study 1 discovered that older participants expressed more favorable ad attitudes and product attitudes when exposed to a process-focused advertisement compared to when exposed to an outcome-focused advertisement, while younger participants responded similarly to both advertisements. Study 2 revealed that participants primed with extensive time perspective expressed more favorable ad attitudes, service attitudes, and greater purchase intention when exposed to an outcome-focused advertisement than a process-focused advertisement. Participants primed with limited time perspective evaluated a process-focused advertisement more positively than an outcome-focused advertisement. Both theoretical and practical implications of these findings are discussed.
{"title":"Process or Outcome Focus? Understanding the Impact of Future Time Perspective on Advertising Effectiveness","authors":"Linwan Wu, Sun-Young Park, Ilyoung Ju","doi":"10.1080/10641734.2019.1682726","DOIUrl":"https://doi.org/10.1080/10641734.2019.1682726","url":null,"abstract":"Abstract Process- and outcome-focused mental simulation has been widely adopted in creating advertising messages. Via two experiments, we investigated how chronological (Study 1) and incidental (Study 2) future time perspectives influence consumer responses to process- and outcome-focused advertisements. Study 1 discovered that older participants expressed more favorable ad attitudes and product attitudes when exposed to a process-focused advertisement compared to when exposed to an outcome-focused advertisement, while younger participants responded similarly to both advertisements. Study 2 revealed that participants primed with extensive time perspective expressed more favorable ad attitudes, service attitudes, and greater purchase intention when exposed to an outcome-focused advertisement than a process-focused advertisement. Participants primed with limited time perspective evaluated a process-focused advertisement more positively than an outcome-focused advertisement. Both theoretical and practical implications of these findings are discussed.","PeriodicalId":43045,"journal":{"name":"Journal of Current Issues and Research In Advertising","volume":null,"pages":null},"PeriodicalIF":3.4,"publicationDate":"2019-11-14","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/10641734.2019.1682726","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45703655","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}
京公网安备 11010802042870号
京ICP备2023020795号-1
扫码关注我们
求助内容：
应助结果提醒方式：