To counter banner blindness, practitioners often use a media-based personalized advertising strategy to target consumers. Another approach, however, is suggested here, a creativity-based strategy. To compare the two strategies, the authors explored a psychology framework—executive functions—that explains why a creativity-based strategy may work better in some situations. Two key executive functions, inhibitory control and working memory, keep consumers focused on media content rather than on banner advertisements. Highly creative advertising, however, activates another executive function, cognitive flexibility, which counters inhibitory control, so advertisements sometimes get increased attention. The authors applied an eye-tracking experiment and took several measures of advertisement effectiveness. Contrary to expectations, personalized advertising was found to lead to better memory responses, moderately higher attention, and somewhat more positive brand attitudes when consumers are casually surfing. Highly creative advertising, however, still garnered more attention overall and also led to even more positive brand attitudes when consumers were using media in a goal-directed way. Although the authors argue that a creativity approach may work better in most situations, it is also possible that both strategies can be implemented at the same time.
{"title":"Can Personalization or Creativity Reduce Banner Blindness?","authors":"Farzad Abedi, S. Koslow","doi":"10.2501/jar-2022-014","DOIUrl":"https://doi.org/10.2501/jar-2022-014","url":null,"abstract":"To counter banner blindness, practitioners often use a media-based personalized advertising strategy to target consumers. Another approach, however, is suggested here, a creativity-based strategy. To compare the two strategies, the authors explored a psychology framework—executive functions—that explains why a creativity-based strategy may work better in some situations. Two key executive functions, inhibitory control and working memory, keep consumers focused on media content rather than on banner advertisements. Highly creative advertising, however, activates another executive function, cognitive flexibility, which counters inhibitory control, so advertisements sometimes get increased attention. The authors applied an eye-tracking experiment and took several measures of advertisement effectiveness. Contrary to expectations, personalized advertising was found to lead to better memory responses, moderately higher attention, and somewhat more positive brand attitudes when consumers are casually surfing. Highly creative advertising, however, still garnered more attention overall and also led to even more positive brand attitudes when consumers were using media in a goal-directed way. Although the authors argue that a creativity approach may work better in most situations, it is also possible that both strategies can be implemented at the same time.","PeriodicalId":51400,"journal":{"name":"Journal of Advertising Research","volume":"62 1","pages":"201 - 218"},"PeriodicalIF":2.5,"publicationDate":"2022-07-04","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44210892","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":"Effects of Privacy Involvement, Usefulness, and Emotional Responses of AI Technology on Attitudes toward Personalized Advertising and Ad Avoidance","authors":"Woo-Jun Jong","doi":"10.16914/ar.2022.133.5","DOIUrl":"https://doi.org/10.16914/ar.2022.133.5","url":null,"abstract":"","PeriodicalId":51400,"journal":{"name":"Journal of Advertising Research","volume":"53 1","pages":""},"PeriodicalIF":2.5,"publicationDate":"2022-06-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"88198136","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}
Although racism against those who do not look like us has been around since before the founding of the United States, it has not diminished as our country becomes more diverse. Using three experimental studies, this research examines how actor race and social tie strength translate into consumer responses to advertising messages. The findings show significant indirect effects of actor race on purchase intention through the three serial mediators of authenticity, attitude toward the advertisement, and word of mouth when social ties are strong.
{"title":"How Advertisements Mixing Black and White Actors Affect Consumer Intent","authors":"E. Mai, Diana L. Haytko, Brian J. Taillon","doi":"10.2501/jar-2022-013","DOIUrl":"https://doi.org/10.2501/jar-2022-013","url":null,"abstract":"Although racism against those who do not look like us has been around since before the founding of the United States, it has not diminished as our country becomes more diverse. Using three experimental studies, this research examines how actor race and social tie strength translate into consumer responses to advertising messages. The findings show significant indirect effects of actor race on purchase intention through the three serial mediators of authenticity, attitude toward the advertisement, and word of mouth when social ties are strong.","PeriodicalId":51400,"journal":{"name":"Journal of Advertising Research","volume":"62 1","pages":"252 - 270"},"PeriodicalIF":2.5,"publicationDate":"2022-06-06","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46999691","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}
Leen De Schaepdrijver, Philippe Baecke, Koen Tackx
Addressable advertising on television opens the door to better targeting and measurement of television advertising campaigns, but gaining access to consumer data is paramount for this new technology. This article aims to examine consumer willingness to disclose personal information in the context of addressable advertising by applying privacy calculus theory. The authors administered a survey to 1,858 participants, examining the influence of both personal and situational factors on consumer willingness to disclose information. Personalization value is the strongest antecedent of willingness to disclose data, followed by privacy concerns and institutional trust. The authors suggest how situational factors such as type of data and customer benefits, which are controllable by companies, influence individuals’ willingness to disclose information and how they might balance each other.
{"title":"What Makes Consumers Willing to Share Their Data in Addressable TV Advertising?","authors":"Leen De Schaepdrijver, Philippe Baecke, Koen Tackx","doi":"10.2501/JAR-2022-012","DOIUrl":"https://doi.org/10.2501/JAR-2022-012","url":null,"abstract":"Addressable advertising on television opens the door to better targeting and measurement of television advertising campaigns, but gaining access to consumer data is paramount for this new technology. This article aims to examine consumer willingness to disclose personal information in the context of addressable advertising by applying privacy calculus theory. The authors administered a survey to 1,858 participants, examining the influence of both personal and situational factors on consumer willingness to disclose information. Personalization value is the strongest antecedent of willingness to disclose data, followed by privacy concerns and institutional trust. The authors suggest how situational factors such as type of data and customer benefits, which are controllable by companies, influence individuals’ willingness to disclose information and how they might balance each other.","PeriodicalId":51400,"journal":{"name":"Journal of Advertising Research","volume":"62 1","pages":"131 - 147"},"PeriodicalIF":2.5,"publicationDate":"2022-06-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44535369","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":"New Investigations Into Creativity, Data Sharing, and Influencers","authors":"John B. Ford","doi":"10.2501/JAR-2022-011","DOIUrl":"https://doi.org/10.2501/JAR-2022-011","url":null,"abstract":"","PeriodicalId":51400,"journal":{"name":"Journal of Advertising Research","volume":"62 1","pages":"103 - 104"},"PeriodicalIF":2.5,"publicationDate":"2022-06-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43198097","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 paper is one of the few to use the four Ps model of creativity to explore the constraints and opportunities of the digital environment in relation to the creative process, person, and product. Using a Delphi method, a think tank of leading creative experts worldwide sought consensus on how the digital environment has affected advertising creativity. The panel agreed that the digital environment has both empowered creative people, with new technology and possibilities, and constrained them, with less time and money and increased responsibilities. Creative leaders believe that big data still need a “big idea” and voiced their commitment to make data relevant by giving it a surprising context and human voice.
{"title":"How Has the Digital Environment Affected Advertising Creativity?","authors":"Petra Goor, Gayle Kerr, Hyun Seung Jin","doi":"10.2501/jar-2022-010","DOIUrl":"https://doi.org/10.2501/jar-2022-010","url":null,"abstract":"This paper is one of the few to use the four Ps model of creativity to explore the constraints and opportunities of the digital environment in relation to the creative process, person, and product. Using a Delphi method, a think tank of leading creative experts worldwide sought consensus on how the digital environment has affected advertising creativity. The panel agreed that the digital environment has both empowered creative people, with new technology and possibilities, and constrained them, with less time and money and increased responsibilities. Creative leaders believe that big data still need a “big idea” and voiced their commitment to make data relevant by giving it a surprising context and human voice.","PeriodicalId":51400,"journal":{"name":"Journal of Advertising Research","volume":"62 1","pages":"118 - 130"},"PeriodicalIF":2.5,"publicationDate":"2022-05-09","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47208579","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}
The study assesses the extent to which the various sources of political information may influence the beliefs and values held by three groups of potential voters in the United States (Democrats, Republicans, and undecided). It interprets findings regarding the efficacy of the various sources of political information in the context of communication theories to explain the emerged group differences and suggests political marketing strategies to influence potential voters. The study findings suggest the possible powerful effects of social media relative to other sources in affecting the political views of undecided potential voters.
{"title":"How Do Information Sources Shape Voters’ Political Views?","authors":"A. Mathur, G. Moschis","doi":"10.2501/jar-2022-009","DOIUrl":"https://doi.org/10.2501/jar-2022-009","url":null,"abstract":"The study assesses the extent to which the various sources of political information may influence the beliefs and values held by three groups of potential voters in the United States (Democrats, Republicans, and undecided). It interprets findings regarding the efficacy of the various sources of political information in the context of communication theories to explain the emerged group differences and suggests political marketing strategies to influence potential voters. The study findings suggest the possible powerful effects of social media relative to other sources in affecting the political views of undecided potential voters.","PeriodicalId":51400,"journal":{"name":"Journal of Advertising Research","volume":"62 1","pages":"176 - 195"},"PeriodicalIF":2.5,"publicationDate":"2022-05-09","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43609937","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}
Companies increasingly collaborate with social-media influencers to promote their products and services. Compared with micro-influencers, however, macro-influencers face difficulties maintaining authenticity and engagement. Given the changing regulations concerning these partnerships, the objective of this research is to investigate the moderating role of sponsorship disclosure in understanding large communities’ perceptions of authenticity and engagement. Using real data, Study 1 confirms the impact of community size on engagement in an inverted U-shaped manner and highlights the moderating role of disclosure messages. Study 2 determines perceived community sizes of micro and macro communities, and uses an experiment (n = 1,004) to highlight the mediating role of authenticity. Disclosure messages improve engagement for macro-influencers only when the message is published by the influencer (versus the platform or no message).
{"title":"Managing the Transparency Paradox Of Social-Media Influencer Disclosures","authors":"Nadia Steils, Annabel Martín, Jean-François Toti","doi":"10.2501/jar-2022-008","DOIUrl":"https://doi.org/10.2501/jar-2022-008","url":null,"abstract":"Companies increasingly collaborate with social-media influencers to promote their products and services. Compared with micro-influencers, however, macro-influencers face difficulties maintaining authenticity and engagement. Given the changing regulations concerning these partnerships, the objective of this research is to investigate the moderating role of sponsorship disclosure in understanding large communities’ perceptions of authenticity and engagement. Using real data, Study 1 confirms the impact of community size on engagement in an inverted U-shaped manner and highlights the moderating role of disclosure messages. Study 2 determines perceived community sizes of micro and macro communities, and uses an experiment (n = 1,004) to highlight the mediating role of authenticity. Disclosure messages improve engagement for macro-influencers only when the message is published by the influencer (versus the platform or no message).","PeriodicalId":51400,"journal":{"name":"Journal of Advertising Research","volume":"62 1","pages":"148 - 166"},"PeriodicalIF":2.5,"publicationDate":"2022-04-04","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45058394","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 compares the effect of sports sponsorship announcements on the stock returns of sponsors and their rivals between Japan and the United States. Event study analyses reveal that, whereas stock market reactions for Japanese sponsors were significantly positive during 1999–2010, those for their rivals were significantly negative. In the United States, however, both sponsors and rivals experienced increased market value. Sports sponsorships thus might be useful for sponsors to establish a competitive advantage over rivals in Japan, but not in the United States.
{"title":"Do Sport Sponsorship Announcements Help Or Hurt Rival Sponsors’ Market Values?","authors":"F. Takeda","doi":"10.2501/jar-2022-007","DOIUrl":"https://doi.org/10.2501/jar-2022-007","url":null,"abstract":"This study compares the effect of sports sponsorship announcements on the stock returns of sponsors and their rivals between Japan and the United States. Event study analyses reveal that, whereas stock market reactions for Japanese sponsors were significantly positive during 1999–2010, those for their rivals were significantly negative. In the United States, however, both sponsors and rivals experienced increased market value. Sports sponsorships thus might be useful for sponsors to establish a competitive advantage over rivals in Japan, but not in the United States.","PeriodicalId":51400,"journal":{"name":"Journal of Advertising Research","volume":"62 1","pages":"167 - 176"},"PeriodicalIF":2.5,"publicationDate":"2022-04-04","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48581807","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 : 2022-03-31DOI: 10.16914/ar.2022.132.166
Mikyoung Kim, Yeuseung Kim
{"title":"The Effects of Message Type and Product Involvement on Attitudes toward In-feed Advertising on Social Media","authors":"Mikyoung Kim, Yeuseung Kim","doi":"10.16914/ar.2022.132.166","DOIUrl":"https://doi.org/10.16914/ar.2022.132.166","url":null,"abstract":"","PeriodicalId":51400,"journal":{"name":"Journal of Advertising Research","volume":"4 1","pages":""},"PeriodicalIF":2.5,"publicationDate":"2022-03-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"75327855","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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