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The Effects of CEOs’ Self-Disclosure on Consumer-Brand Relationships Taeyeon Kim

Abstract : This study examined the effects of a chief executive officers’ (CEO) self-disclosure on consumer-brand relationships and the moderating role of brand relationship norms. To test the proposed hypotheses, a 2 (the level ofCEOs’ self-disclosure: high versus low self-disclosure) × 2 (the types of brand relationship norms: exchange relationship versus communal relationship) factorial design […]

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The Role of Matching Construal Level and Social Distance in Young Drivers’ Changes of Attitude and Behavior toward Texting While Driving Dong Jae (Jay) Lim and Jhih-Syuan (Elaine) Lin

Abstract: This study examines message strategies of PSAs that can effectively discourage young adults from texting while driving. We test the effect of matching young adults’ perceived social distance and construal levels in processing PSAs on perceived threat, attitude toward texting while driving, and intentions to engage in preventive behavior. The study reveals significant persuasive […]

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Why Do Consumers Use Branded Mobile Apps? Jihoon (Jay) Kim and Joe Phua

Abstract: Applying Technology Acceptance Model (TAM), this study examined motivations for consumers’ use of mobile apps, and concerns arising from their actual usage. A proposed model, tested using structural equation modeling with a convenience sample of 386 mobile app users, consisted of five types of motivations (i.e., usefulness, convenience, personalization, innovativeness, and social influence) and […]

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Electronic Cigarette Brand Posts on Instagram Joe Phua and Jung Min Hahm

Abstract: This study examined the relationships between endorser type (celebrities, regular people, products only) on e-cigarette Instagram brand pages, identification, source credibility, attention to social comparison, health consciousness, and SNS use, on attitudes towards e-cigarettes and e-cigarette smoking intentions. Results of a between-subjects experiment revealed that celebrity endorsers resulted in significantly more positive attitudes towards […]

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Consumer Responses Toward Cosmeceutical Advertising Jhih-Syuan (Elaine) Lin, Jooyoung Kim, Juan Meng & Hanyoung Kim

Abstract: consumers usually see cosmeceuticals (cosmetics+pharmaceuticals) as an ambiguous object and have ambivalent attitudes due to product benefits (positive) and potential side effects (negative), this study examines the interplay between regulatory focus and advertising claims in determining attitude change and purchase intentions toward cosmeceutical sunscreen products. The findings suggest that promotion-focused consumers respond more favorably […]

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How the Use of Health and Nutrition-Related Claims in Magazine Food Advertising Has Changed over Time Jung Min Hahm and DongWon Choi

Abstract: Using the health halo effect as a theoretical framework, this content analytic study examined how the use of nutrient-content, structure/function, and health claims in contemporary magazine food advertisements has changed over a period of five years and to what extent these claims have included natural claims. Findings include that nutrient-content claims were substantially more […]

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Attribute and Benefit Claims in Food Advertising Jung Min Hahm and Bartosz Wojdynski

Abstract: Based on the expectancy-value model and construal level theory, this study conducted a content analysis of major women’s magazines published between 2013 and 2015 to identify and explain recent trends in food advertising and to compare the strategies used in the ads to theoretical models. Result showed that taste claims were still the most […]

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Sponsorship Transparency as a Mediator of Negative Effects of Covert Ad Recognition Nathaniel J. Evans and Bartosz Wojdynski

Abstract: The proliferation of covert online advertising formats such as advergames has raised concerns about consumers’ ability to recognize such content as advertising, and about how recognition affects evaluative outcomes. The present research utilized an online experiment (N= 179) to examine differences between format (advergame vs. online video) on recognition, and whether sponsorship transparency mediates […]

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News Media Portrayal of HPV Vaccine Before Its First Implementation in China Yan Jin and Glen Nowak

Abstract: News media stories and content can influence people’s understanding of vaccines and vaccine preventable diseases, including making them more knowledgeable about the need for a recommended vaccination and more willing to receive it (Perez, Fedoruk, et al., 2016). China is one of the most recent countries to license and develop HPV vaccine recommendations. In […]

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