“Changing the Game: The Effects of Cognitive Load and Brand Prominence on Covert Advertising Recognition.”
Paper accepted for presentation at the 2019 AMA Marketing and Public Policy Conference, June 6-8, Washington D.C.
Abstract: This study first investigated the effect of advertising format (advergames vs online video commercials) on consumers’ ability to recognize advertising. Second, we tested how advertising format differentially impacted consumers’ self-reported cognitive load. Third, we examined how cognitive load impacted consumers’ ability to recognize advertising. Finally, we investigated the moderating effect of brand prominence on the relationship between a) advertising format and advertising recognition and b) cognitive load and advertising recognition. Findings (N= 82 undergraduate students) suggest that advergames, in comparison to online video commercials, are more difficult for consumers to recognize as advertising and the effect is enhanced when brand prominence is low. While results indicated a marginally significant effect of advertising format on cognitive load, no significant indirect effect of ad format through cognitive load on advertising recognition was found. These findings offer theoretical and policy related implications.
Changing the game: The effects of cognitive load and brand prominence on covert advertising recognition.
ABSTRACT: The present study (N=82) employed a 2 (advertisement format: advergame vs. video commercial) x 2 (brand prominence: low (Asus) vs. high (KFC)) between-subjects factorial experiment to investigate the effect of advertising format on advertising recognition and cognitive load. Findings show that advergames, in comparison to online video commercials, are more difficult for consumers to […]
Nathaniel J. EvansMichael HarmanBartosz Wojdynski
Accepted for presentation at the AMA Marketing and Public Policy Conference (MPPC), Washington, D.C.read more
“#YSL, is this enough?” Effects of Brand Name versus Empowerment Advertising Campaign Hashtags in Instagram Posts of Luxury versus Mass-market Cosmetic Brands
Abstract: This study examined effects of hashtag type (brand name versus empowering campaign hashtag) on information value and attitude towards hashtags. Results indicated that consumers showed more favorable attitudes towards empowering campaign hashtags than brand name hashtags, and that perceived information value of hashtags meditated the relationship between hashtag type and attitude toward the hashtags. […]
Taeyeon KimJoe Phua
Accepted for presentation at the 2019 American Academy of Advertising (AAA) Annual Conference, March 2019, Dallas, TX.read more