B. Kim, Y. Sung, Heebok Lee, Seung-Gwang Yang, Ji-Hey Kim
{"title":"The Constructs of Advertising Soundness and Verification of Advertising Effects","authors":"B. Kim, Y. Sung, Heebok Lee, Seung-Gwang Yang, Ji-Hey Kim","doi":"10.16914/ar.2022.132.39","DOIUrl":"https://doi.org/10.16914/ar.2022.132.39","url":null,"abstract":"","PeriodicalId":51400,"journal":{"name":"Journal of Advertising Research","volume":"38 3 1","pages":""},"PeriodicalIF":2.5,"publicationDate":"2022-03-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"89148598","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 Politicization of COVID-19 Vaccines: The Impact of Political Orientations and Conspiracy Beliefs on COVID-19 Vaccination Acceptance","authors":"Yungwook Kim, H. Kim, D. So","doi":"10.16914/ar.2022.132.97","DOIUrl":"https://doi.org/10.16914/ar.2022.132.97","url":null,"abstract":"","PeriodicalId":51400,"journal":{"name":"Journal of Advertising Research","volume":"1 1","pages":""},"PeriodicalIF":2.5,"publicationDate":"2022-03-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"86537487","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 Advertising Effectiveness by Types of Native Advertising and Product : Focusing on China’s Social Media, WeChat","authors":"X. Bi, Hanjun Ko","doi":"10.16914/ar.2022.132.69","DOIUrl":"https://doi.org/10.16914/ar.2022.132.69","url":null,"abstract":"","PeriodicalId":51400,"journal":{"name":"Journal of Advertising Research","volume":"22 1","pages":""},"PeriodicalIF":2.5,"publicationDate":"2022-03-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"86979320","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 the Message Sidedness of Product Reviews in Crowdfunding: Focusing on the Dual Mediating Effect of Message Credibility and Perceived Risk","authors":"S. Yoo, S. Kim","doi":"10.16914/ar.2022.132.5","DOIUrl":"https://doi.org/10.16914/ar.2022.132.5","url":null,"abstract":"","PeriodicalId":51400,"journal":{"name":"Journal of Advertising Research","volume":"364 1","pages":""},"PeriodicalIF":2.5,"publicationDate":"2022-03-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"83015421","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.2022.132.133
Miyeon Choi, Zehao Liu, Hyung-Ju Lee
{"title":"From Owned to Shared, a Study on the Intention of Continuous Use of Shared Consumption according to the Media Literacy Capabilities: Focusing on the Mediating Effect of Perceived Value and Reliability","authors":"Miyeon Choi, Zehao Liu, Hyung-Ju Lee","doi":"10.16914/ar.2022.132.133","DOIUrl":"https://doi.org/10.16914/ar.2022.132.133","url":null,"abstract":"","PeriodicalId":51400,"journal":{"name":"Journal of Advertising Research","volume":"8 1","pages":""},"PeriodicalIF":2.5,"publicationDate":"2022-03-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"84229112","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}
S. Tripathi, Varsha Jain, Jatin Pandey, A. Merchant, Anupama Ambika
Consumers can get disengaged from advertisements, but there is scarce research that examines advertising disengagement. Extant research lacks a clear, comprehensive definition of advertising disengagement or a scale that measures it. Accordingly, this study focused on developing the construct of advertising disengagement and developing a scale for measurement. The scale development process encompasses six steps, with a total sample size of 1,252. The outcome of this research is an 18-item unidimensional scale for advertising disengagement that measures the individual’s passivity and detachment from advertisements. The insights from this work indicate that consumer skepticism about advertisements increases advertising disengagement, which, in turn, reduces word of mouth about the advertisements.
{"title":"When Consumers Tune Out Advertising Messages","authors":"S. Tripathi, Varsha Jain, Jatin Pandey, A. Merchant, Anupama Ambika","doi":"10.2501/JAR-2021-020","DOIUrl":"https://doi.org/10.2501/JAR-2021-020","url":null,"abstract":"Consumers can get disengaged from advertisements, but there is scarce research that examines advertising disengagement. Extant research lacks a clear, comprehensive definition of advertising disengagement or a scale that measures it. Accordingly, this study focused on developing the construct of advertising disengagement and developing a scale for measurement. The scale development process encompasses six steps, with a total sample size of 1,252. The outcome of this research is an 18-item unidimensional scale for advertising disengagement that measures the individual’s passivity and detachment from advertisements. The insights from this work indicate that consumer skepticism about advertisements increases advertising disengagement, which, in turn, reduces word of mouth about the advertisements.","PeriodicalId":51400,"journal":{"name":"Journal of Advertising Research","volume":"62 1","pages":"3 - 17"},"PeriodicalIF":2.5,"publicationDate":"2022-03-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47309195","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 results of a survey of U.S. men (N = 285) indicated that participants’ gender schemas, hostile sexism, political orientation, and support for women’s rights influenced their attitude toward “enlightened manvertising,” which refers to advertising that redefines masculinity by promoting both masculine and feminine traits as elements of contemporary manhood. The study uses the advertising self-congruence framework, which in previous research has not been applied to the context of gender and gendered identities. The results show that enlightened manvertising messages resonate with men who self-identify strongly only with masculine traits or who score high in both masculinity and femininity. Support for women’s rights was positively associated with attitude toward enlightened manvertising. Men who expressed overtly misogynistic views more likely would have a negative attitude, as were men who identified as more conservative in their political orientation. The overall results suggest a link between men’s views on redefining masculinity and their views on women and women’s roles in society, with implications for the success of campaigns that attempt to tackle gender identity and equality.
{"title":"How Male Consumers Respond to “Enlightened Manvertising” Campaigns","authors":"Miglena M. Sternadori, Alan Abitbol","doi":"10.2501/JAR-2022-006","DOIUrl":"https://doi.org/10.2501/JAR-2022-006","url":null,"abstract":"The results of a survey of U.S. men (N = 285) indicated that participants’ gender schemas, hostile sexism, political orientation, and support for women’s rights influenced their attitude toward “enlightened manvertising,” which refers to advertising that redefines masculinity by promoting both masculine and feminine traits as elements of contemporary manhood. The study uses the advertising self-congruence framework, which in previous research has not been applied to the context of gender and gendered identities. The results show that enlightened manvertising messages resonate with men who self-identify strongly only with masculine traits or who score high in both masculinity and femininity. Support for women’s rights was positively associated with attitude toward enlightened manvertising. Men who expressed overtly misogynistic views more likely would have a negative attitude, as were men who identified as more conservative in their political orientation. The overall results suggest a link between men’s views on redefining masculinity and their views on women and women’s roles in society, with implications for the success of campaigns that attempt to tackle gender identity and equality.","PeriodicalId":51400,"journal":{"name":"Journal of Advertising Research","volume":"62 1","pages":"87 - 101"},"PeriodicalIF":2.5,"publicationDate":"2022-03-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42576469","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":"Advertising Message Impact on Consumers: How to Enhance Positive Affect","authors":"John B. Ford","doi":"10.2501/JAR-2022-004","DOIUrl":"https://doi.org/10.2501/JAR-2022-004","url":null,"abstract":"","PeriodicalId":51400,"journal":{"name":"Journal of Advertising Research","volume":"62 1","pages":"1 - 2"},"PeriodicalIF":2.5,"publicationDate":"2022-03-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47114924","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}
G. Pino, G. Viglia, R. Nataraajan, A. Peluso, Marco Pichierri
Companies may inform consumers about their pro-environmental actions by using either positively or negatively framed messages that, respectively, highlight the possible benefits deriving from such actions versus the drawbacks deriving from inaction. It is still unclear, however, how these two communication tactics influence consumers’ intentions and behaviors. Three studies demonstrate that negatively framed messages have a positive effect on company trustworthiness, which, in turn, exerts a favorable influence on message receivers’ intentions and behaviors. Such an effect holds only when receivers are concerned about environmental problems and perceive the company as potentially harmful to the environment. The results highlight the importance of using an appropriate framing to foster trust in environmentally responsible companies.
{"title":"How to Shape Consumer Reaction to Corporate Environmental Communications","authors":"G. Pino, G. Viglia, R. Nataraajan, A. Peluso, Marco Pichierri","doi":"10.2501/JAR-2022-005","DOIUrl":"https://doi.org/10.2501/JAR-2022-005","url":null,"abstract":"Companies may inform consumers about their pro-environmental actions by using either positively or negatively framed messages that, respectively, highlight the possible benefits deriving from such actions versus the drawbacks deriving from inaction. It is still unclear, however, how these two communication tactics influence consumers’ intentions and behaviors. Three studies demonstrate that negatively framed messages have a positive effect on company trustworthiness, which, in turn, exerts a favorable influence on message receivers’ intentions and behaviors. Such an effect holds only when receivers are concerned about environmental problems and perceive the company as potentially harmful to the environment. The results highlight the importance of using an appropriate framing to foster trust in environmentally responsible companies.","PeriodicalId":51400,"journal":{"name":"Journal of Advertising Research","volume":"62 1","pages":"62 - 86"},"PeriodicalIF":2.5,"publicationDate":"2022-03-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46209214","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 proliferation of brand integrations has led to a phenomenon of brand co-appearance that research has not examined. Building on research in joint promotion and concept combinations, the current study adopts an information-processing framework to explore the mental representations (i.e. memory encoding and retrieval of branded products) co-appearing on television programs. Four experimental studies were conducted with college students and the general public to examine the short-term and long-term recall and recognition of branded products that co-appeared. Product congruity and brand familiarity were found to be two moderating variables that significantly affected brand memory. The theoretical and practical insights are discussed, and future research avenues are suggested.
{"title":"Consumer Recall and Recognition Of Co-Appearing Brands in TV Media","authors":"F. Chan","doi":"10.2501/jar-2022-003","DOIUrl":"https://doi.org/10.2501/jar-2022-003","url":null,"abstract":"The proliferation of brand integrations has led to a phenomenon of brand co-appearance that research has not examined. Building on research in joint promotion and concept combinations, the current study adopts an information-processing framework to explore the mental representations (i.e. memory encoding and retrieval of branded products) co-appearing on television programs. Four experimental studies were conducted with college students and the general public to examine the short-term and long-term recall and recognition of branded products that co-appeared. Product congruity and brand familiarity were found to be two moderating variables that significantly affected brand memory. The theoretical and practical insights are discussed, and future research avenues are suggested.","PeriodicalId":51400,"journal":{"name":"Journal of Advertising Research","volume":"62 1","pages":"18 - 34"},"PeriodicalIF":2.5,"publicationDate":"2022-01-25","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42941584","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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