Pub Date : 2022-08-03DOI: 10.1080/00913367.2022.2079026
Christopher Berry, J. Kees, Scot Burton
Abstract Crowdsourcing has emerged as a preferred data collection methodology for advertising and social science researchers because these samples avoid the higher costs associated with professional panel data. Yet, there are ongoing concerns about data quality for online sources. This research examines differences in data quality for an advertising experiment across five popular online data sources, including professional panels and crowdsourced platforms. Effects of underlying mechanisms impacting data quality, including response satisficing, multitasking, and effort, are examined. As proposed, a serial mediation model shows that data source is, directly and indirectly, related to these antecedents of data quality. Satisficing is positively related to multitasking and negatively related to effort, and both mediators (in parallel) extend to data quality, indicating that the indirect effects on data quality through these mediating variables are significant. In general, a vetted MTurk sample (i.e., CloudResearch Approved) produces higher quality data than the other four sources. Regardless of the data source, researchers should utilize safeguards to ensure data quality. Safeguards and other strategies to obtain high-quality data from online samples are offered.
{"title":"Drivers of Data Quality in Advertising Research: Differences across MTurk and Professional Panel Samples","authors":"Christopher Berry, J. Kees, Scot Burton","doi":"10.1080/00913367.2022.2079026","DOIUrl":"https://doi.org/10.1080/00913367.2022.2079026","url":null,"abstract":"Abstract Crowdsourcing has emerged as a preferred data collection methodology for advertising and social science researchers because these samples avoid the higher costs associated with professional panel data. Yet, there are ongoing concerns about data quality for online sources. This research examines differences in data quality for an advertising experiment across five popular online data sources, including professional panels and crowdsourced platforms. Effects of underlying mechanisms impacting data quality, including response satisficing, multitasking, and effort, are examined. As proposed, a serial mediation model shows that data source is, directly and indirectly, related to these antecedents of data quality. Satisficing is positively related to multitasking and negatively related to effort, and both mediators (in parallel) extend to data quality, indicating that the indirect effects on data quality through these mediating variables are significant. In general, a vetted MTurk sample (i.e., CloudResearch Approved) produces higher quality data than the other four sources. Regardless of the data source, researchers should utilize safeguards to ensure data quality. Safeguards and other strategies to obtain high-quality data from online samples are offered.","PeriodicalId":48337,"journal":{"name":"Journal of Advertising","volume":"51 1","pages":"515 - 529"},"PeriodicalIF":5.7,"publicationDate":"2022-08-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46051219","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-08-01DOI: 10.1080/00913367.2022.2089302
Elizabeth Beard, Nicole M Henninger, V. Venkatraman
{"title":"Making Ads Stick: Role of Metaphors in Improving Advertising Memory","authors":"Elizabeth Beard, Nicole M Henninger, V. Venkatraman","doi":"10.1080/00913367.2022.2089302","DOIUrl":"https://doi.org/10.1080/00913367.2022.2089302","url":null,"abstract":"","PeriodicalId":48337,"journal":{"name":"Journal of Advertising","volume":"1 1","pages":""},"PeriodicalIF":5.7,"publicationDate":"2022-08-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43858824","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-07-28DOI: 10.1080/00913367.2022.2098545
L. Gurrieri, Linda Tuncay Zayer, Catherine A. Coleman
Abstract The 50th anniversary of the Journal of Advertising launch is an opportune moment to dialogue among the past, present, and future and offer a fruitful vision for the possibilities of advertising. In this paper, we advance a new subfield that we call transformative advertising research (TAR). TAR examines problems and opportunities across the advertising system with the goal of transforming it toward better outcomes, namely cultivating individual, institutional, and societal well-being. We present a conceptual framework on TAR, informed by institutional theory, that highlights the transformational insights revealed in the intersections and interactions between institutional actors at the micro level, advertising institutions at the meso level, and sociocultural forces at the macro level and the resulting well-being outcomes. To illustrate our framework, we focus on a long-standing topical issue within advertising—gender inequality—that holds significant implications for well-being. In conceptualizing advertising as an institution, (1) we propose a new subfield of advertising we name TAR and (2) we present a framework that reveals the system complexities within the advertising ecosystem and allows for a clear vision of potential transformative outcomes, which (3) can guide and inspire scholars and practitioners with directions to engage in social change.
{"title":"Transformative Advertising Research: Reimagining the Future of Advertising","authors":"L. Gurrieri, Linda Tuncay Zayer, Catherine A. Coleman","doi":"10.1080/00913367.2022.2098545","DOIUrl":"https://doi.org/10.1080/00913367.2022.2098545","url":null,"abstract":"Abstract The 50th anniversary of the Journal of Advertising launch is an opportune moment to dialogue among the past, present, and future and offer a fruitful vision for the possibilities of advertising. In this paper, we advance a new subfield that we call transformative advertising research (TAR). TAR examines problems and opportunities across the advertising system with the goal of transforming it toward better outcomes, namely cultivating individual, institutional, and societal well-being. We present a conceptual framework on TAR, informed by institutional theory, that highlights the transformational insights revealed in the intersections and interactions between institutional actors at the micro level, advertising institutions at the meso level, and sociocultural forces at the macro level and the resulting well-being outcomes. To illustrate our framework, we focus on a long-standing topical issue within advertising—gender inequality—that holds significant implications for well-being. In conceptualizing advertising as an institution, (1) we propose a new subfield of advertising we name TAR and (2) we present a framework that reveals the system complexities within the advertising ecosystem and allows for a clear vision of potential transformative outcomes, which (3) can guide and inspire scholars and practitioners with directions to engage in social change.","PeriodicalId":48337,"journal":{"name":"Journal of Advertising","volume":"51 1","pages":"539 - 556"},"PeriodicalIF":5.7,"publicationDate":"2022-07-28","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"49615024","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-07-15DOI: 10.1080/00913367.2022.2087976
Shelly Rodgers
As we move through this 50th anniversary year of the Journal of Advertising (JA), I would like to recognize and pay tribute to the former editors of JA. When an editor’s term is complete, it may mark the conclusion of an individual’s service, but it is not the end of that editor’s presence in the journal. Indeed, each editor has brought novelty, creativity, and advancement, resulting in a constant effort to raise the journal’s profile. These contributions can be seen in the pages of JA and through a virtually untapped resource: their editorials. This editorial was written based on the available editorials of former JA editors; my own reflection on JA as its current editor in chief will wait until a later issue. My aim is not to provide the reader with numbers, bullet points, or chronologies. Instead, this editorial aims to show how the alliance of professionalism and the human touch of the editors in governing JA has continually shaped the journal through the years, gradually creating its distinctiveness within the broader discipline.
{"title":"Reflections on Professionalism and Human Touch—A Tribute","authors":"Shelly Rodgers","doi":"10.1080/00913367.2022.2087976","DOIUrl":"https://doi.org/10.1080/00913367.2022.2087976","url":null,"abstract":"As we move through this 50th anniversary year of the Journal of Advertising (JA), I would like to recognize and pay tribute to the former editors of JA. When an editor’s term is complete, it may mark the conclusion of an individual’s service, but it is not the end of that editor’s presence in the journal. Indeed, each editor has brought novelty, creativity, and advancement, resulting in a constant effort to raise the journal’s profile. These contributions can be seen in the pages of JA and through a virtually untapped resource: their editorials. This editorial was written based on the available editorials of former JA editors; my own reflection on JA as its current editor in chief will wait until a later issue. My aim is not to provide the reader with numbers, bullet points, or chronologies. Instead, this editorial aims to show how the alliance of professionalism and the human touch of the editors in governing JA has continually shaped the journal through the years, gradually creating its distinctiveness within the broader discipline.","PeriodicalId":48337,"journal":{"name":"Journal of Advertising","volume":"51 1","pages":"269 - 272"},"PeriodicalIF":5.7,"publicationDate":"2022-07-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47331742","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-07-14DOI: 10.1080/00913367.2022.2090465
Annika Abell, Leah Smith, Dipayan Biswas
{"title":"What’s in a “Happy” Meal? The Effects of Smiley Faces in Restaurant Logos on Price and Healthfulness Perceptions","authors":"Annika Abell, Leah Smith, Dipayan Biswas","doi":"10.1080/00913367.2022.2090465","DOIUrl":"https://doi.org/10.1080/00913367.2022.2090465","url":null,"abstract":"","PeriodicalId":48337,"journal":{"name":"Journal of Advertising","volume":" ","pages":""},"PeriodicalIF":5.7,"publicationDate":"2022-07-14","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44352952","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-07-14DOI: 10.1080/00913367.2022.2089407
S. F. Bernritter, Shintaro Okazaki, Douglas C. West
Mobile technology offers advertisers not only an evergrowing global audience of “always-on” multifunctional smartphone capability but also instantaneous access to their contextual information. Location-based, environmental, and behavioral data are increasingly being used to apply novel targeting and creative strategies for the development of new forecasting models. The available evidence suggests there is widespread dissemination and broad acceptance of mobile technology in the marketplace, as well as very promising opportunities for advertisers to engage with their customers in novel ways. In 2021, over 6 billion people worldwide had smartphone subscriptions (Statista 2022b). Not surprisingly, almost 60% of web traffic is accounted for by mobile devices (StatCounter 2022). Accordingly, the evidence suggests that advertisers spend about two-thirds of their digital advertising budget on mobile advertising (eMarketer 2019). Nevertheless, such proliferation in mobile technology has not received significant attention from the advertising research community in comparison to the attention it’s received from marketing scholars. For example, during the past two decades, the Journal of Advertising has published only a few articles that investigated the topic (e.g., Baek and Yoo 2018; Okazaki, Li, and Hirose 2009; Peters, Amato, and Hollenbeck 2007). Moreover, a recent meta-analysis of mobile advertising research includes only three articles published by major advertising journals between 2012 and 2021 (Maseeh et al. 2021). In our view, such a lack of scholarly attention in our community can be attributed to at least two main reasons. First, a shift in mobile advertising research methods from more conventional survey or experimental approaches to a big-data and field experimental approach may have played a role. Over the past decade, mobile (advertising) scholars have increasingly focused on large-scale field data as the backbone for their research. Yet collecting these types of data comes with its own challenges because it usually requires collaboration with industry partners. Field data are also susceptible to increasing consumer privacy protection legislation. Hence, the threshold to obtain high-quality data for mobile advertising research is high. Indeed, according to a methods survey among major advertising journals, only a little over 6% of publications between 2011 and 2015 used market data, such as sales or media ratings (Chang 2017). To sum up: The unique features of mobile technology (e.g., portability, granular location targeting, dynamic environmental factors) are hard to capture with survey or experimental methods, as are commonly used by advertising scholars. Second, while it is widely understood that exposure to mobile advertising and the creation of user-generated content work differently than in nonmobile online media (e.g., Grewal and Stephen 2019; Melumad, Inman, and Pham 2019), our theoretical understanding of mobile advertising remains
{"title":"Mobile Technology and Advertising: Moving the Research Agenda Forward","authors":"S. F. Bernritter, Shintaro Okazaki, Douglas C. West","doi":"10.1080/00913367.2022.2089407","DOIUrl":"https://doi.org/10.1080/00913367.2022.2089407","url":null,"abstract":"Mobile technology offers advertisers not only an evergrowing global audience of “always-on” multifunctional smartphone capability but also instantaneous access to their contextual information. Location-based, environmental, and behavioral data are increasingly being used to apply novel targeting and creative strategies for the development of new forecasting models. The available evidence suggests there is widespread dissemination and broad acceptance of mobile technology in the marketplace, as well as very promising opportunities for advertisers to engage with their customers in novel ways. In 2021, over 6 billion people worldwide had smartphone subscriptions (Statista 2022b). Not surprisingly, almost 60% of web traffic is accounted for by mobile devices (StatCounter 2022). Accordingly, the evidence suggests that advertisers spend about two-thirds of their digital advertising budget on mobile advertising (eMarketer 2019). Nevertheless, such proliferation in mobile technology has not received significant attention from the advertising research community in comparison to the attention it’s received from marketing scholars. For example, during the past two decades, the Journal of Advertising has published only a few articles that investigated the topic (e.g., Baek and Yoo 2018; Okazaki, Li, and Hirose 2009; Peters, Amato, and Hollenbeck 2007). Moreover, a recent meta-analysis of mobile advertising research includes only three articles published by major advertising journals between 2012 and 2021 (Maseeh et al. 2021). In our view, such a lack of scholarly attention in our community can be attributed to at least two main reasons. First, a shift in mobile advertising research methods from more conventional survey or experimental approaches to a big-data and field experimental approach may have played a role. Over the past decade, mobile (advertising) scholars have increasingly focused on large-scale field data as the backbone for their research. Yet collecting these types of data comes with its own challenges because it usually requires collaboration with industry partners. Field data are also susceptible to increasing consumer privacy protection legislation. Hence, the threshold to obtain high-quality data for mobile advertising research is high. Indeed, according to a methods survey among major advertising journals, only a little over 6% of publications between 2011 and 2015 used market data, such as sales or media ratings (Chang 2017). To sum up: The unique features of mobile technology (e.g., portability, granular location targeting, dynamic environmental factors) are hard to capture with survey or experimental methods, as are commonly used by advertising scholars. Second, while it is widely understood that exposure to mobile advertising and the creation of user-generated content work differently than in nonmobile online media (e.g., Grewal and Stephen 2019; Melumad, Inman, and Pham 2019), our theoretical understanding of mobile advertising remains","PeriodicalId":48337,"journal":{"name":"Journal of Advertising","volume":"51 1","pages":"407 - 410"},"PeriodicalIF":5.7,"publicationDate":"2022-07-14","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"49436497","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-07-14DOI: 10.1080/00913367.2022.2090466
Larry Olanrewaju Orimoloye, A. Scheinbaum, Monika Kukar‐Kinney, Tiejun Ma, M. Sung, Johnnie E. V. Johnson
Abstract We model the effect of online information search across mobile (smartphone and tablet) and nonmobile (personal computer [PC], both desktop and laptop) platforms on frequency of purchasing per online shopping session. Using clickstream data from a multinational retailer, we find that device modality drives purchase frequency, likely due to the differential ease of use of PCs, tablets, and smartphones. In particular, frequency of completed orders is highest when information search and purchase completion are highly convenient, such as when shopping via tablet. We also determine that information search in the form of reading online product reviews has no effect on mobile platforms, while it does on other platforms. These findings contribute to information search theory, suggesting that information search increases purchase likelihood when it is goal directed, extensive, and easy to conduct. Thus, the broad role of digital advertising should be to make the information search process easier and more convenient for consumers to stimulate purchases. These findings help digital advertisers understand information search patterns across device modalities. Implications for digital advertisers on electronic commerce (e-commerce) platforms are offered.
{"title":"Differential Effects of Device Modalities and Exposure to Online Reviews on Online Purchasing: A Field Study","authors":"Larry Olanrewaju Orimoloye, A. Scheinbaum, Monika Kukar‐Kinney, Tiejun Ma, M. Sung, Johnnie E. V. Johnson","doi":"10.1080/00913367.2022.2090466","DOIUrl":"https://doi.org/10.1080/00913367.2022.2090466","url":null,"abstract":"Abstract We model the effect of online information search across mobile (smartphone and tablet) and nonmobile (personal computer [PC], both desktop and laptop) platforms on frequency of purchasing per online shopping session. Using clickstream data from a multinational retailer, we find that device modality drives purchase frequency, likely due to the differential ease of use of PCs, tablets, and smartphones. In particular, frequency of completed orders is highest when information search and purchase completion are highly convenient, such as when shopping via tablet. We also determine that information search in the form of reading online product reviews has no effect on mobile platforms, while it does on other platforms. These findings contribute to information search theory, suggesting that information search increases purchase likelihood when it is goal directed, extensive, and easy to conduct. Thus, the broad role of digital advertising should be to make the information search process easier and more convenient for consumers to stimulate purchases. These findings help digital advertisers understand information search patterns across device modalities. Implications for digital advertisers on electronic commerce (e-commerce) platforms are offered.","PeriodicalId":48337,"journal":{"name":"Journal of Advertising","volume":"51 1","pages":"430 - 439"},"PeriodicalIF":5.7,"publicationDate":"2022-07-14","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44645411","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-06-14DOI: 10.1080/00913367.2022.2078449
Yongheng Liang, Xiaoyue Wu, Yi Su, Liyin Jin
Abstract This research explores consumers’ responses to sexual appeals in advertisements in the context of access-based consumption. The results indicate that male consumers’ responses toward sexual appeals are more negative when the advertised products are access based (versus ownership based). For female consumers, sexual appeals lead to equally negative responses in the two consumption modes (Study 1). Male consumers react more negatively to sexual appeals (versus nonsexual appeals) when the advertised product is access based because of a heightened desire for possessiveness, which conflicts with the nonpossessive nature of access-based consumption (Study 2). Notably, the negative effect induced by sexual appeals in access-based consumption mode is supported regardless of whether the degree of match between advertised product and sexual appeals is high or low (Study 3). Moreover, sexually conservative consumers respond to sexual appeals more negatively when the advertised products are access based (versus ownership based) (Study 4). These findings have important implications for advertising activities in the context of access-based consumption and the sharing economy.
{"title":"Consumer Response toward Sexual Advertisements in the Context of Access-Based Consumption","authors":"Yongheng Liang, Xiaoyue Wu, Yi Su, Liyin Jin","doi":"10.1080/00913367.2022.2078449","DOIUrl":"https://doi.org/10.1080/00913367.2022.2078449","url":null,"abstract":"Abstract This research explores consumers’ responses to sexual appeals in advertisements in the context of access-based consumption. The results indicate that male consumers’ responses toward sexual appeals are more negative when the advertised products are access based (versus ownership based). For female consumers, sexual appeals lead to equally negative responses in the two consumption modes (Study 1). Male consumers react more negatively to sexual appeals (versus nonsexual appeals) when the advertised product is access based because of a heightened desire for possessiveness, which conflicts with the nonpossessive nature of access-based consumption (Study 2). Notably, the negative effect induced by sexual appeals in access-based consumption mode is supported regardless of whether the degree of match between advertised product and sexual appeals is high or low (Study 3). Moreover, sexually conservative consumers respond to sexual appeals more negatively when the advertised products are access based (versus ownership based) (Study 4). These findings have important implications for advertising activities in the context of access-based consumption and the sharing economy.","PeriodicalId":48337,"journal":{"name":"Journal of Advertising","volume":"52 1","pages":"423 - 438"},"PeriodicalIF":5.7,"publicationDate":"2022-06-14","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41363654","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-06-10DOI: 10.1080/00913367.2022.2077268
L. Bergkvist, M. Eisend
Abstract Many advertising constructs vary considerably in how they are defined and operationalized—variations which result from changes in definitions and operationalizations over time and between studies. These changes undermine the comparability of empirical insights, challenge the integration of insights into an existing body of knowledge, and thereby impede knowledge development in advertising research. This negative effect is why it is crucial to know whether and when changes are needed and justified. In this article, we address definition and operationalization change from a theoretical perspective, identify factors driving changes in definitions and operationalizations, and outline when changes are justified. We then offer recommendations for how to avoid unjustified changes.
{"title":"Changes in Definitions and Operationalizations in Advertising Research—Justified or Not?","authors":"L. Bergkvist, M. Eisend","doi":"10.1080/00913367.2022.2077268","DOIUrl":"https://doi.org/10.1080/00913367.2022.2077268","url":null,"abstract":"Abstract Many advertising constructs vary considerably in how they are defined and operationalized—variations which result from changes in definitions and operationalizations over time and between studies. These changes undermine the comparability of empirical insights, challenge the integration of insights into an existing body of knowledge, and thereby impede knowledge development in advertising research. This negative effect is why it is crucial to know whether and when changes are needed and justified. In this article, we address definition and operationalization change from a theoretical perspective, identify factors driving changes in definitions and operationalizations, and outline when changes are justified. We then offer recommendations for how to avoid unjustified changes.","PeriodicalId":48337,"journal":{"name":"Journal of Advertising","volume":"52 1","pages":"468 - 476"},"PeriodicalIF":5.7,"publicationDate":"2022-06-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47800613","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-06-10DOI: 10.1080/00913367.2022.2077267
Jamie L. Grigsby, Robert D. Jewell, C. Zamudio
Abstract Storytelling is a common tactic used by marketers to connect with consumers and persuade through narrative transportation. While researchers have explored how narrative transportation can be generated through many different mediums, little research has investigated how narrative transportation can be achieved through a single image, such as those used for print ads and billboards. This research examines how single-image, picture-based ads with high levels of depicted movement can prompt consumers to empathize with characters in the ad, activate their imagination, and experience narrative transportation leading to more positive attitudes toward that ad. In addition, when ads incorporate a design tactic that requires inductive inference, such as showing products as humanized, narrative transportation can be generated even in the absence of depicted movement. This research adds to the narrative transportation literature by providing depicted movement and humanization as specific tactics advertisers can use in a single image to persuade through narrative transportation.
{"title":"A Picture’s Worth a Thousand Words: Using Depicted Movement in Picture-Based Ads to Increase Narrative Transportation","authors":"Jamie L. Grigsby, Robert D. Jewell, C. Zamudio","doi":"10.1080/00913367.2022.2077267","DOIUrl":"https://doi.org/10.1080/00913367.2022.2077267","url":null,"abstract":"Abstract Storytelling is a common tactic used by marketers to connect with consumers and persuade through narrative transportation. While researchers have explored how narrative transportation can be generated through many different mediums, little research has investigated how narrative transportation can be achieved through a single image, such as those used for print ads and billboards. This research examines how single-image, picture-based ads with high levels of depicted movement can prompt consumers to empathize with characters in the ad, activate their imagination, and experience narrative transportation leading to more positive attitudes toward that ad. In addition, when ads incorporate a design tactic that requires inductive inference, such as showing products as humanized, narrative transportation can be generated even in the absence of depicted movement. This research adds to the narrative transportation literature by providing depicted movement and humanization as specific tactics advertisers can use in a single image to persuade through narrative transportation.","PeriodicalId":48337,"journal":{"name":"Journal of Advertising","volume":"52 1","pages":"594 - 612"},"PeriodicalIF":5.7,"publicationDate":"2022-06-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47543101","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
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