Jennifer Jeffrey, Matthew Thomson, Allison R. Johnson
Negative, or outlaw, characters, such as the drug dealer Walter White from the television drama series “Breaking Bad,” have appeared in advertising campaigns endorsing actual products, despite their fictional status and questionable traits. This research finds that, although these character endorsers are liked and trusted less and are perceived as a worse fit than their real-world actor counterparts (e.g., Bryan Cranston, who plays Walter White), they work equally well. The authors argue that because the characters are better known and understood, they facilitate meaning transfer between endorser and brand, offsetting their drawbacks. Negative characters appear well suited to product endorsement, opening the door to a novel and creative marketing tactic, and may be particularly effective when promoting more controversial products.
{"title":"Actors Who Play Outlaws Can Be Good for Endorsing Products","authors":"Jennifer Jeffrey, Matthew Thomson, Allison R. Johnson","doi":"10.2501/jar-2022-028","DOIUrl":"https://doi.org/10.2501/jar-2022-028","url":null,"abstract":"Negative, or outlaw, characters, such as the drug dealer Walter White from the television drama series “Breaking Bad,” have appeared in advertising campaigns endorsing actual products, despite their fictional status and questionable traits. This research finds that, although these character endorsers are liked and trusted less and are perceived as a worse fit than their real-world actor counterparts (e.g., Bryan Cranston, who plays Walter White), they work equally well. The authors argue that because the characters are better known and understood, they facilitate meaning transfer between endorser and brand, offsetting their drawbacks. Negative characters appear well suited to product endorsement, opening the door to a novel and creative marketing tactic, and may be particularly effective when promoting more controversial products.","PeriodicalId":51400,"journal":{"name":"Journal of Advertising Research","volume":"63 1","pages":"30 - 42"},"PeriodicalIF":2.5,"publicationDate":"2022-12-16","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47689322","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}
Koushyar Rajavi, D. Lehmann, Kevin Lane Keller, A. Golmohammadi
Although some studies have found the effect of advertising expenditures on perceived quality to be positive and significant, others have shown that, under certain circumstances, advertising expenditures do not impact perceived quality. This paper contributes to the literature on advertising-to-quality perceptions by drawing on the accessibility-diagnosticity model from consumer psychology to examine brand-, category-, and country-level moderators of the expenditures-quality effect. Utilizing a monthly dataset of 898 brands in 48 categories across more than four years, this study provides a comprehensive picture regarding the relationship between advertising expenditures and perceived quality.
{"title":"How Advertising Expenditures Affect Consumers’ Perceptions of Quality","authors":"Koushyar Rajavi, D. Lehmann, Kevin Lane Keller, A. Golmohammadi","doi":"10.2501/jar-2022-026","DOIUrl":"https://doi.org/10.2501/jar-2022-026","url":null,"abstract":"Although some studies have found the effect of advertising expenditures on perceived quality to be positive and significant, others have shown that, under certain circumstances, advertising expenditures do not impact perceived quality. This paper contributes to the literature on advertising-to-quality perceptions by drawing on the accessibility-diagnosticity model from consumer psychology to examine brand-, category-, and country-level moderators of the expenditures-quality effect. Utilizing a monthly dataset of 898 brands in 48 categories across more than four years, this study provides a comprehensive picture regarding the relationship between advertising expenditures and perceived quality.","PeriodicalId":51400,"journal":{"name":"Journal of Advertising Research","volume":"62 1","pages":"321 - 335"},"PeriodicalIF":2.5,"publicationDate":"2022-11-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43329488","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}
Annette Kallevig, Wilson Ozuem, Michelle Willis, S. Ranfagni, S. Rovai
Whereas the need for integrated marketing communication has been given considerable attention by researchers in recent decades, the integration of creativity into integrated marketing communication has not. Differences between how creativity is valued in advertising versus specialized digital marketing agencies within an integrated marketing communication environment may lead to brand message diffusion. The current study addresses these differences and investigates what defines, drives, and inspires creative collaboration and how it relates to the motivational theory of creativity. Drawing on a social-constructivist methodology, the authors generated empirical data from leaders of industry-acclaimed agencies from four European countries (Norway, Italy, France, and the United Kingdom). On the basis of that data, the authors propose a conceptual model which managers can use as a roadmap for improving the creative integrated marketing communication process, while opening the door to future research possibilities.
{"title":"Managing Creativity in the Age Of Data-Driven Marketing Communication","authors":"Annette Kallevig, Wilson Ozuem, Michelle Willis, S. Ranfagni, S. Rovai","doi":"10.2501/jar-2022-025","DOIUrl":"https://doi.org/10.2501/jar-2022-025","url":null,"abstract":"Whereas the need for integrated marketing communication has been given considerable attention by researchers in recent decades, the integration of creativity into integrated marketing communication has not. Differences between how creativity is valued in advertising versus specialized digital marketing agencies within an integrated marketing communication environment may lead to brand message diffusion. The current study addresses these differences and investigates what defines, drives, and inspires creative collaboration and how it relates to the motivational theory of creativity. Drawing on a social-constructivist methodology, the authors generated empirical data from leaders of industry-acclaimed agencies from four European countries (Norway, Italy, France, and the United Kingdom). On the basis of that data, the authors propose a conceptual model which managers can use as a roadmap for improving the creative integrated marketing communication process, while opening the door to future research possibilities.","PeriodicalId":51400,"journal":{"name":"Journal of Advertising Research","volume":"62 1","pages":"301 - 320"},"PeriodicalIF":2.5,"publicationDate":"2022-11-07","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47508836","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}
Rivers, lakes, oceans, volcanos, and forests are anthropomorphized by featuring them with humanlike facial characteristics or presenting a personified message. Whereas prior communications research has focused on comparisons between anthropomorphism and nonanthropomorphism, the current study proposes two types of anthropomorphism based on anthropomorphic valence: positive versus negative. Results of three experiments show that negative anthropomorphism is more persuasive for a sudden disaster but that positive anthropomorphism is more effective for an ongoing tragedy. Connectedness to nature is found as the underlying mechanism. Marketers should carefully frame the acuteness level of an environmental issue to complement the type of anthropomorphic valence in their advertisement.
{"title":"Are Consumers Moved by a Crying Tree Or a Smiling Forest?","authors":"Chun-Tuan Chang, H. Lee, Yu-Kang Lee","doi":"10.2501/jar-2022-024","DOIUrl":"https://doi.org/10.2501/jar-2022-024","url":null,"abstract":"Rivers, lakes, oceans, volcanos, and forests are anthropomorphized by featuring them with humanlike facial characteristics or presenting a personified message. Whereas prior communications research has focused on comparisons between anthropomorphism and nonanthropomorphism, the current study proposes two types of anthropomorphism based on anthropomorphic valence: positive versus negative. Results of three experiments show that negative anthropomorphism is more persuasive for a sudden disaster but that positive anthropomorphism is more effective for an ongoing tragedy. Connectedness to nature is found as the underlying mechanism. Marketers should carefully frame the acuteness level of an environmental issue to complement the type of anthropomorphic valence in their advertisement.","PeriodicalId":51400,"journal":{"name":"Journal of Advertising Research","volume":"62 1","pages":"367 - 384"},"PeriodicalIF":2.5,"publicationDate":"2022-11-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41902028","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}
Nathaniel J. Evans, D. Balaban, Brigitte Naderer, Meda Mucundorfeanu
Despite substantial research on disclosure-related effects in social media influencer advertising, less is known about the impact of varied exposure levels on social media influencer advertising outcomes over time. Through a mixed-factorial online experiment, the authors of this study explore how evaluative persuasion knowledge expressed through skepticism mediates the effects of disclosures and exposure level on brand attitude and purchase intention measured at an initial data collection point and a second one 20 days later. Of specific interest to managers using social media influencer advertising, this article finds that multiple exposures to promotional social media influencer content has negative short-term effects for the brand that appear to dissipate over time.
{"title":"How the Impact of Social Media Influencer Disclosures Changes over Time","authors":"Nathaniel J. Evans, D. Balaban, Brigitte Naderer, Meda Mucundorfeanu","doi":"10.2501/jar-2022-023","DOIUrl":"https://doi.org/10.2501/jar-2022-023","url":null,"abstract":"Despite substantial research on disclosure-related effects in social media influencer advertising, less is known about the impact of varied exposure levels on social media influencer advertising outcomes over time. Through a mixed-factorial online experiment, the authors of this study explore how evaluative persuasion knowledge expressed through skepticism mediates the effects of disclosures and exposure level on brand attitude and purchase intention measured at an initial data collection point and a second one 20 days later. Of specific interest to managers using social media influencer advertising, this article finds that multiple exposures to promotional social media influencer content has negative short-term effects for the brand that appear to dissipate over time.","PeriodicalId":51400,"journal":{"name":"Journal of Advertising Research","volume":"62 1","pages":"353 - 366"},"PeriodicalIF":2.5,"publicationDate":"2022-10-20","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47151608","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}
Lefa Teng, Mengmeng Zhang, Lianne Foti, X. Wang, Xinyan Yang
Using consumer culture positioning strategies, this study examines how advertisement style (anthropomorphism or nonanthropomorphism) affects a target market’s brand evaluation with a high (versus low) level of consumer ethnocentrism. Studies 1 and 2 examine how advertisement style and consumer ethnocentrism affect brand evaluation in different consumer culture positioning strategies. Study 3 examines the underlying mechanism of social affiliation and the interaction effect between consumer ethnocentrism and anthropomorphism on brand evaluation. The results provide insights into how marketers use anthropomorphized advertisement and consumer culture positioning strategies when entering new foreign markets.
{"title":"Foreign versus Local Consumer Culture Positioning when Entering Foreign Markets","authors":"Lefa Teng, Mengmeng Zhang, Lianne Foti, X. Wang, Xinyan Yang","doi":"10.2501/jar-2022-022","DOIUrl":"https://doi.org/10.2501/jar-2022-022","url":null,"abstract":"Using consumer culture positioning strategies, this study examines how advertisement style (anthropomorphism or nonanthropomorphism) affects a target market’s brand evaluation with a high (versus low) level of consumer ethnocentrism. Studies 1 and 2 examine how advertisement style and consumer ethnocentrism affect brand evaluation in different consumer culture positioning strategies. Study 3 examines the underlying mechanism of social affiliation and the interaction effect between consumer ethnocentrism and anthropomorphism on brand evaluation. The results provide insights into how marketers use anthropomorphized advertisement and consumer culture positioning strategies when entering new foreign markets.","PeriodicalId":51400,"journal":{"name":"Journal of Advertising Research","volume":"62 1","pages":"336 - 352"},"PeriodicalIF":2.5,"publicationDate":"2022-10-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46148896","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 : 2022-09-30DOI: 10.16914/ar.2022.134.132
Jihwa Lee, Heejung Kim
{"title":"From Self-expression Space to Advertising Space : Measuring the Effects of Instagram Advertising","authors":"Jihwa Lee, Heejung Kim","doi":"10.16914/ar.2022.134.132","DOIUrl":"https://doi.org/10.16914/ar.2022.134.132","url":null,"abstract":"","PeriodicalId":51400,"journal":{"name":"Journal of Advertising Research","volume":"18 3 1","pages":""},"PeriodicalIF":2.5,"publicationDate":"2022-09-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"89441151","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 : 2022-09-30DOI: 10.16914/ar.2022.134.163
Eunsin Joo, EunSook Kwon
{"title":"The Effect of Livestream Commerce’s Interactivity on Purchase Intentions : The Mediating Roles of Multidimensional Social Presence, Telepresence, and Consumer Trust","authors":"Eunsin Joo, EunSook Kwon","doi":"10.16914/ar.2022.134.163","DOIUrl":"https://doi.org/10.16914/ar.2022.134.163","url":null,"abstract":"","PeriodicalId":51400,"journal":{"name":"Journal of Advertising Research","volume":"54 1","pages":""},"PeriodicalIF":2.5,"publicationDate":"2022-09-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"90960780","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":"Exploratory Study on Pro-environmental Awareness and Behaviors of MZ Generation : The Role of Social Media and Pro-environmental Campaigns","authors":"Mikyoung Kim, A. Jang","doi":"10.16914/ar.2022.134.88","DOIUrl":"https://doi.org/10.16914/ar.2022.134.88","url":null,"abstract":"","PeriodicalId":51400,"journal":{"name":"Journal of Advertising Research","volume":"64 1","pages":""},"PeriodicalIF":2.5,"publicationDate":"2022-09-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"73570051","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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