L. Barros, Farah Diba M.A. Abrantes-Braga, Cristiane Benedetti Chammas, Murilo Carrazedo Marques da Costa Filho
Companies facing financial difficulties have resorted to a novel type of appeal in their communications. Instead of promoting the benefits of their brands, they promote messages displaying the vulnerable condition they are in and ask for help. The current study examines the effectiveness of this appeal, which became more prevalent during the COVID-19 pandemic. The authors show that when companies are experiencing the threat of going out of business, the vulnerability appeal proves to be effective because of the elicitation of personal norms. For the approach to be effective, two conditions are necessary: The company’s vulnerability should come from an uncontrollable external force, and consumers should have at least some identification with the company.
{"title":"When and Why Are Consumers Willing To Help For-Profit Companies in Distress?","authors":"L. Barros, Farah Diba M.A. Abrantes-Braga, Cristiane Benedetti Chammas, Murilo Carrazedo Marques da Costa Filho","doi":"10.2501/jar-2023-014","DOIUrl":"https://doi.org/10.2501/jar-2023-014","url":null,"abstract":"Companies facing financial difficulties have resorted to a novel type of appeal in their communications. Instead of promoting the benefits of their brands, they promote messages displaying the vulnerable condition they are in and ask for help. The current study examines the effectiveness of this appeal, which became more prevalent during the COVID-19 pandemic. The authors show that when companies are experiencing the threat of going out of business, the vulnerability appeal proves to be effective because of the elicitation of personal norms. For the approach to be effective, two conditions are necessary: The company’s vulnerability should come from an uncontrollable external force, and consumers should have at least some identification with the company.","PeriodicalId":51400,"journal":{"name":"Journal of Advertising Research","volume":"63 1","pages":"290 - 308"},"PeriodicalIF":2.5,"publicationDate":"2023-06-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46286753","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-06-30DOI: 10.16914/ar.2023.137.134
Hyun-Ju Lee, kyung lin Gwak, Jaehyun Lee, Hyeji Yi, Yungwook Kim
{"title":"A Study on the Impact of Message Appeal Types in Local Governments’ \"Hometown Love Donation\" Video Contents on Donation Intention: Focusing on the Mediating Effects of Viewing Satisfaction and Regional Image","authors":"Hyun-Ju Lee, kyung lin Gwak, Jaehyun Lee, Hyeji Yi, Yungwook Kim","doi":"10.16914/ar.2023.137.134","DOIUrl":"https://doi.org/10.16914/ar.2023.137.134","url":null,"abstract":"","PeriodicalId":51400,"journal":{"name":"Journal of Advertising Research","volume":"17 1","pages":""},"PeriodicalIF":2.5,"publicationDate":"2023-06-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"73550684","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-06-30DOI: 10.16914/ar.2023.137.174
Esposito Giulia, Taeyeong Jang, Sungwook Hwang
{"title":"Persuasive Effects of CEO’s Apology Message according to Media Type, Appeal Type and Audience Involvement","authors":"Esposito Giulia, Taeyeong Jang, Sungwook Hwang","doi":"10.16914/ar.2023.137.174","DOIUrl":"https://doi.org/10.16914/ar.2023.137.174","url":null,"abstract":"","PeriodicalId":51400,"journal":{"name":"Journal of Advertising Research","volume":"28 1","pages":""},"PeriodicalIF":2.5,"publicationDate":"2023-06-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"81799622","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
{"title":"The Effects of Social Determinants of Health on COVID-19-Preventive Behavioral Intention: Mediating Roles of Information Processing and Information Seeking","authors":"Woohyun Yoo, Sang-Hwa Oh","doi":"10.16914/ar.2023.137.47","DOIUrl":"https://doi.org/10.16914/ar.2023.137.47","url":null,"abstract":"","PeriodicalId":51400,"journal":{"name":"Journal of Advertising Research","volume":"46 1","pages":""},"PeriodicalIF":2.5,"publicationDate":"2023-06-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"82653384","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
{"title":"A Guide to Getting Published In the Journal of Advertising Research","authors":"Colin Campbell","doi":"10.2501/JAR-2023-012","DOIUrl":"https://doi.org/10.2501/JAR-2023-012","url":null,"abstract":"","PeriodicalId":51400,"journal":{"name":"Journal of Advertising Research","volume":"63 1","pages":"106 - 108"},"PeriodicalIF":2.5,"publicationDate":"2023-06-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44443604","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Advertisements often use positive appeals to please consumers. One exception is an emerging device that uses negative messages to target audiences, which the current authors refer to as “audience-targeted negative advertisements.” Through in-depth interviews and two experiments, this research systematically explores the perceptions and feelings of audiences about audience-targeted negative advertisements (Study 1); empirically distinguishes these advertisements from humorous advertisements and other negative advertisements (Study 2); and investigates when audience-targeted negative advertisements are more likely to be effective for advertisers (Study 3). The results show that audience-targeted negative advertisements have unique features that include negativity, uniqueness, humor, realism, and emotional influences such as empathy. Findings include practical guidance for advertisers on degree of negativity and product-type conditions in which audience-targeted negative advertisements are most effective.
{"title":"The Advertisement Puts Me Down, But I Like It","authors":"Hongjie Sun, Yongxin Luo, Fei Liu, Ben Lowe","doi":"10.2501/JAR-2023-010","DOIUrl":"https://doi.org/10.2501/JAR-2023-010","url":null,"abstract":"Advertisements often use positive appeals to please consumers. One exception is an emerging device that uses negative messages to target audiences, which the current authors refer to as “audience-targeted negative advertisements.” Through in-depth interviews and two experiments, this research systematically explores the perceptions and feelings of audiences about audience-targeted negative advertisements (Study 1); empirically distinguishes these advertisements from humorous advertisements and other negative advertisements (Study 2); and investigates when audience-targeted negative advertisements are more likely to be effective for advertisers (Study 3). The results show that audience-targeted negative advertisements have unique features that include negativity, uniqueness, humor, realism, and emotional influences such as empathy. Findings include practical guidance for advertisers on degree of negativity and product-type conditions in which audience-targeted negative advertisements are most effective.","PeriodicalId":51400,"journal":{"name":"Journal of Advertising Research","volume":"63 1","pages":"160 - 171"},"PeriodicalIF":2.5,"publicationDate":"2023-06-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48043071","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Advertising and, more generally, marketing communications, along with consumer behaviors, have changed in important ways. Whereas, traditionally, brands and companies have forced information on consumers, they now are creating numerous forms of communications to trigger diverse gratifications for consumers who are most often exposed incidentally to them. This essay, therefore, urges researchers and practitioners to open up the theoretical framework of marketing communication research beyond the traditional information-processing paradigm by incorporating the experiential view. The authors develop three major arguments in favor of adding the experiential view to provide an enhanced framework for examining the effects of contemporary marketing communications. They conclude with a set of implications for both researchers and practitioners.
{"title":"Why the Experiential View Is Vital To Marketing Communications Research Now","authors":"Jean-Luc Herrmann, John B. Ford","doi":"10.2501/JAR-2023-011","DOIUrl":"https://doi.org/10.2501/JAR-2023-011","url":null,"abstract":"Advertising and, more generally, marketing communications, along with consumer behaviors, have changed in important ways. Whereas, traditionally, brands and companies have forced information on consumers, they now are creating numerous forms of communications to trigger diverse gratifications for consumers who are most often exposed incidentally to them. This essay, therefore, urges researchers and practitioners to open up the theoretical framework of marketing communication research beyond the traditional information-processing paradigm by incorporating the experiential view. The authors develop three major arguments in favor of adding the experiential view to provide an enhanced framework for examining the effects of contemporary marketing communications. They conclude with a set of implications for both researchers and practitioners.","PeriodicalId":51400,"journal":{"name":"Journal of Advertising Research","volume":"63 1","pages":"109 - 122"},"PeriodicalIF":2.5,"publicationDate":"2023-06-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47867305","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
P. Phua, Nicole Hartnett, Virginia Beal, G. Trinh, R. Kennedy
The value of mass media advertising can be demonstrated by quantifying what happens when it is removed. The current study does this, extending the work of Hartnett, Gelzinis, Beal, et al. (2021) by documenting changes in market share for 365 U.S. brands from 22 consumer goods categories that stopped advertising for at least one year. Market shares of brands without advertising declined, on average, at a steady rate year over year. On average, market share declines were more common and substantial among small brands and those losing share before advertising ceased. That prior findings generalize to a new market and many new categories increases confidence in the results.
{"title":"When Brands Go Dark: A Replication and Extension","authors":"P. Phua, Nicole Hartnett, Virginia Beal, G. Trinh, R. Kennedy","doi":"10.2501/jar-2023-009","DOIUrl":"https://doi.org/10.2501/jar-2023-009","url":null,"abstract":"The value of mass media advertising can be demonstrated by quantifying what happens when it is removed. The current study does this, extending the work of Hartnett, Gelzinis, Beal, et al. (2021) by documenting changes in market share for 365 U.S. brands from 22 consumer goods categories that stopped advertising for at least one year. Market shares of brands without advertising declined, on average, at a steady rate year over year. On average, market share declines were more common and substantial among small brands and those losing share before advertising ceased. That prior findings generalize to a new market and many new categories increases confidence in the results.","PeriodicalId":51400,"journal":{"name":"Journal of Advertising Research","volume":"63 1","pages":"172 - 184"},"PeriodicalIF":2.5,"publicationDate":"2023-05-12","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47775172","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Brand managers increasingly incorporate influencer marketing in their marketing strategies, but methods for evaluating the effectiveness of influencers and choosing the best personalities to collaborate with are unreliable. This study addresses this shortfall by examining classic key performance indicators (i.e., the number of followers and engagement rate) of 180 influencers on Facebook, Instagram, YouTube, TikTok, and Twitter. The analysis is based on a sample of more than 35,000 posts and considers the influencers’ areas of expertise. Among the key findings, the authors detected differences in double jeopardy effects (reverse, classic, and no double jeopardy) among mature, growing, and changing social media platforms. The findings carry practical implications for establishing partnerships between brands and influencers.
{"title":"A Comparison of Social Media Influencers’ KPI Patterns across Platforms","authors":"Naser Pourazad, Lara Stocchi, Shreya Narsey","doi":"10.2501/jar-2023-008","DOIUrl":"https://doi.org/10.2501/jar-2023-008","url":null,"abstract":"Brand managers increasingly incorporate influencer marketing in their marketing strategies, but methods for evaluating the effectiveness of influencers and choosing the best personalities to collaborate with are unreliable. This study addresses this shortfall by examining classic key performance indicators (i.e., the number of followers and engagement rate) of 180 influencers on Facebook, Instagram, YouTube, TikTok, and Twitter. The analysis is based on a sample of more than 35,000 posts and considers the influencers’ areas of expertise. Among the key findings, the authors detected differences in double jeopardy effects (reverse, classic, and no double jeopardy) among mature, growing, and changing social media platforms. The findings carry practical implications for establishing partnerships between brands and influencers.","PeriodicalId":51400,"journal":{"name":"Journal of Advertising Research","volume":"63 1","pages":"139 - 159"},"PeriodicalIF":2.5,"publicationDate":"2023-05-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48423140","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Advertisers and marketers leverage big data to track and influence consumer behaviors, (re)evaluate messages, and enhance customer engagement through digital platforms. But these data do not capture the complexity of market contexts or address questions about how or why specific behaviors occur. The authors provide a pathway for unearthing insights from deep data to inform marketing strategy. They call for the use of qualitative research to organize chaos, capture lived experiences, and investigate diffusion of social practices. This paper offers a primer for crafting managerially relevant articles. The authors demonstrate how to use qualitative methods through a practitioner-oriented, systematic sensemaking process.
{"title":"The Stories You Tell: Crafting Managerially Relevant Articles Based on Qualitative Research","authors":"M. Akaka, H. Schau","doi":"10.2501/jar-2023-007","DOIUrl":"https://doi.org/10.2501/jar-2023-007","url":null,"abstract":"Advertisers and marketers leverage big data to track and influence consumer behaviors, (re)evaluate messages, and enhance customer engagement through digital platforms. But these data do not capture the complexity of market contexts or address questions about how or why specific behaviors occur. The authors provide a pathway for unearthing insights from deep data to inform marketing strategy. They call for the use of qualitative research to organize chaos, capture lived experiences, and investigate diffusion of social practices. This paper offers a primer for crafting managerially relevant articles. The authors demonstrate how to use qualitative methods through a practitioner-oriented, systematic sensemaking process.","PeriodicalId":51400,"journal":{"name":"Journal of Advertising Research","volume":"63 1","pages":"185 - 200"},"PeriodicalIF":2.5,"publicationDate":"2023-05-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44580400","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"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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