Pub Date : 2023-03-31DOI: 10.16914/ar.2023.136.110
Yushu Sun, Jeongeun Kim, Miejeong Han
{"title":"Exploring Influential Variables for Enhancing Intergenerational Solidarity : With Stereotypes of the Elderly Generation, Emotions, Moral Foundations, Ageism, and Media Contacts","authors":"Yushu Sun, Jeongeun Kim, Miejeong Han","doi":"10.16914/ar.2023.136.110","DOIUrl":"https://doi.org/10.16914/ar.2023.136.110","url":null,"abstract":"","PeriodicalId":51400,"journal":{"name":"Journal of Advertising Research","volume":"22 1","pages":""},"PeriodicalIF":2.5,"publicationDate":"2023-03-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"73445984","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":"Analysis of Netflix’s Preference for the Composition of Advertising Plans : Focusing on the Analysis of Decision Trees","authors":"Minho Song, Soobum Lee","doi":"10.16914/ar.2023.136.46","DOIUrl":"https://doi.org/10.16914/ar.2023.136.46","url":null,"abstract":"","PeriodicalId":51400,"journal":{"name":"Journal of Advertising Research","volume":"137 1","pages":""},"PeriodicalIF":2.5,"publicationDate":"2023-03-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"86457436","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 Study on the Types of Perception of the MZ Generation on Virtual Influencers","authors":"Eun-Jin Kim, Jae-Jin Park","doi":"10.16914/ar.2023.136.75","DOIUrl":"https://doi.org/10.16914/ar.2023.136.75","url":null,"abstract":"","PeriodicalId":51400,"journal":{"name":"Journal of Advertising Research","volume":"52 1","pages":""},"PeriodicalIF":2.5,"publicationDate":"2023-03-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"74320341","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 : 2023-03-31DOI: 10.16914/ar.2023.136.150
Yeon-A Son, M. Woo, J. Jun
{"title":"Roles of Antecedents Affecting Attitudes Toward ESG Companies and Purchase Intention of Products","authors":"Yeon-A Son, M. Woo, J. Jun","doi":"10.16914/ar.2023.136.150","DOIUrl":"https://doi.org/10.16914/ar.2023.136.150","url":null,"abstract":"","PeriodicalId":51400,"journal":{"name":"Journal of Advertising Research","volume":"11 3 1","pages":""},"PeriodicalIF":2.5,"publicationDate":"2023-03-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"79942884","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}
Katheryn R. Christy, Ranran Z. Mi, Ran Tao, Linqi Lu
YouTube and other video-sharing platforms have soared in popularity. Less loved, however, are the disruptive advertisements on these channels. This study investigates the impact of disruptive versus nondisruptive advertisements on advertising effectiveness and on consumers’ perceptions of the advertisements and media content. The authors also assessed whether these advertisements have different effects in different content environments such as narrative content versus nonnarrative content. They tested two competing sets of hypotheses (disruption versus spillover) in a 3 (Advertisement Placement) × 2 (Content Type) experiment that included 506 U.S. participants. The results have important implications for advertisers on these channels.
{"title":"Disruptive versus Nondisruptive Advertising In Online Streaming Video Services","authors":"Katheryn R. Christy, Ranran Z. Mi, Ran Tao, Linqi Lu","doi":"10.2501/jar-2023-006","DOIUrl":"https://doi.org/10.2501/jar-2023-006","url":null,"abstract":"YouTube and other video-sharing platforms have soared in popularity. Less loved, however, are the disruptive advertisements on these channels. This study investigates the impact of disruptive versus nondisruptive advertisements on advertising effectiveness and on consumers’ perceptions of the advertisements and media content. The authors also assessed whether these advertisements have different effects in different content environments such as narrative content versus nonnarrative content. They tested two competing sets of hypotheses (disruption versus spillover) in a 3 (Advertisement Placement) × 2 (Content Type) experiment that included 506 U.S. participants. The results have important implications for advertisers on these channels.","PeriodicalId":51400,"journal":{"name":"Journal of Advertising Research","volume":"63 1","pages":"123 - 138"},"PeriodicalIF":2.5,"publicationDate":"2023-03-23","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41448053","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":"Introducing 2023 JAR Research Priorities","authors":"Colin Campbell","doi":"10.2501/jar-2023-005","DOIUrl":"https://doi.org/10.2501/jar-2023-005","url":null,"abstract":"","PeriodicalId":51400,"journal":{"name":"Journal of Advertising Research","volume":"63 1","pages":"iv - vi"},"PeriodicalIF":2.5,"publicationDate":"2023-03-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43879716","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}
As the COVID-19 pandemic has reshaped consumers’ perceptions of brand messaging, advertisers are revisiting their messages and investing more heavily to strengthen brand identity alignment. Brand identity alignment is the configuration of all semiotic components— brand name, logo, and slogan—used to support a company’s desired brand image. With semiotic theory and congruence theory used as foundations, this paper examines attributes of slogans that affect their alignment with brand identity. Using data from a large-scale field study, followed by a validation study using senior advertising managers, the authors find that message clarity and creativity enhance, whereas a jingle in a slogan message reduces, the slogan–brand alignment.
{"title":"An Investigation Into Slogan Design On Creating Slogan–Brand Alignment","authors":"M. Dass, Chiranjeev Kohli, Manaswini Acharya","doi":"10.2501/jar-2023-004","DOIUrl":"https://doi.org/10.2501/jar-2023-004","url":null,"abstract":"As the COVID-19 pandemic has reshaped consumers’ perceptions of brand messaging, advertisers are revisiting their messages and investing more heavily to strengthen brand identity alignment. Brand identity alignment is the configuration of all semiotic components— brand name, logo, and slogan—used to support a company’s desired brand image. With semiotic theory and congruence theory used as foundations, this paper examines attributes of slogans that affect their alignment with brand identity. Using data from a large-scale field study, followed by a validation study using senior advertising managers, the authors find that message clarity and creativity enhance, whereas a jingle in a slogan message reduces, the slogan–brand alignment.","PeriodicalId":51400,"journal":{"name":"Journal of Advertising Research","volume":"63 1","pages":"43 - 60"},"PeriodicalIF":2.5,"publicationDate":"2023-02-13","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44488273","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}
This study investigates whether the subjective experiences of consumers are altered by exposure to others’ ratings of the same experience. On the basis of theories of memory reconstruction and conformity, the authors conducted two experiments in Sweden and found that consumers’ quality perceptions, ratings, and customer satisfaction were, indeed, affected by the postexperience viewing of others’ ratings, in two different product categories. The findings reflect a desire to maintain a correct representation of reality in which people use others’ ratings as an accuracy heuristic.
{"title":"Do Customer Ratings Influence Consumers Who Have Already Experienced a Product?","authors":"J. Colliander, Micael Dahlen, Helge Thorbjørnsen","doi":"10.2501/jar-2023-003","DOIUrl":"https://doi.org/10.2501/jar-2023-003","url":null,"abstract":"This study investigates whether the subjective experiences of consumers are altered by exposure to others’ ratings of the same experience. On the basis of theories of memory reconstruction and conformity, the authors conducted two experiments in Sweden and found that consumers’ quality perceptions, ratings, and customer satisfaction were, indeed, affected by the postexperience viewing of others’ ratings, in two different product categories. The findings reflect a desire to maintain a correct representation of reality in which people use others’ ratings as an accuracy heuristic.","PeriodicalId":51400,"journal":{"name":"Journal of Advertising Research","volume":"63 1","pages":"17 - 29"},"PeriodicalIF":2.5,"publicationDate":"2023-02-13","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44740357","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}
Older people—particularly women—continue to be underrepresented in advertising. Some companies, however, have recently begun featuring more older women as decorative models in their advertisements. That practice goes against earlier research dating back to the late 1980s, which recommended that advertisers should avoid featuring older women in advertisements. The purpose of this article is to examine consumer responses to advertising featuring older female decorative models. In four experiments, the effects of advertisements of mostly female-gendered products, featuring older and younger female decorative models, are compared. The findings indicate positive effects of advertisements featuring older female decorative models for both younger and older female consumers, and that these effects can be explained by increased social connectedness with the decorative models.
{"title":"Why Casting Older Female Models Is Good for Advertising","authors":"Hanna Berg, Karina T. Liljedal","doi":"10.2501/jar-2023-001","DOIUrl":"https://doi.org/10.2501/jar-2023-001","url":null,"abstract":"Older people—particularly women—continue to be underrepresented in advertising. Some companies, however, have recently begun featuring more older women as decorative models in their advertisements. That practice goes against earlier research dating back to the late 1980s, which recommended that advertisers should avoid featuring older women in advertisements. The purpose of this article is to examine consumer responses to advertising featuring older female decorative models. In four experiments, the effects of advertisements of mostly female-gendered products, featuring older and younger female decorative models, are compared. The findings indicate positive effects of advertisements featuring older female decorative models for both younger and older female consumers, and that these effects can be explained by increased social connectedness with the decorative models.","PeriodicalId":51400,"journal":{"name":"Journal of Advertising Research","volume":"63 1","pages":"61 - 80"},"PeriodicalIF":2.5,"publicationDate":"2023-01-23","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43907776","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}
Yuanyuan Zhu, Tina Tessitore, P. Harrigan, K. Coussement
Previous research has focused on the content differences of functional versus experiential advertisements. The current research instead investigates graphic-design differences. The authors first conducted an observational study to observe graphicdesign differences in real-life functional and experiential advertisements. Afterwards, they experimentally investigated how the effectiveness of functional and experiential advertisements might be enhanced through two key graphic-design elements: color (in terms of evoked emotions: pleasure, arousal, dominance) and design complexity. The authors’ findings provide guidance to advertising designers for matching content graphics with design elements.
{"title":"A Guide to Graphic Design For Functional versus Experiential Ads","authors":"Yuanyuan Zhu, Tina Tessitore, P. Harrigan, K. Coussement","doi":"10.2501/JAR-2023-002","DOIUrl":"https://doi.org/10.2501/JAR-2023-002","url":null,"abstract":"Previous research has focused on the content differences of functional versus experiential advertisements. The current research instead investigates graphic-design differences. The authors first conducted an observational study to observe graphicdesign differences in real-life functional and experiential advertisements. Afterwards, they experimentally investigated how the effectiveness of functional and experiential advertisements might be enhanced through two key graphic-design elements: color (in terms of evoked emotions: pleasure, arousal, dominance) and design complexity. The authors’ findings provide guidance to advertising designers for matching content graphics with design elements.","PeriodicalId":51400,"journal":{"name":"Journal of Advertising Research","volume":"63 1","pages":"81 - 104"},"PeriodicalIF":2.5,"publicationDate":"2023-01-20","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42171320","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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