Department: Advertising & Public Relations
Advertising permeates our culture. Advertising scholars at Grady specialize in health communication, advertising management, brand management as well as the role of digital media in advertising.
Grady boasts some of the top scholars in the field of public relations research. These scholars’ work ranges from crisis communication, to social media, from history, to theory building, from leadership to activism.
Abstract: This proposed special session aims to discuss the state of the art in using virtual environment technologies to tell compelling brand stories and explore how these developments impact how consumers produce and consume information. The session will combine up-to-date findings from academic researchers on virtual worlds with action plans and visions for the future presented by […]Read More
Abstract: This study investigated the effect of perceived brand-issue fit on consumer responses to a health-promotion campaign, and advertising message strategy effects (elaborational vs. relational) on consumer responses under high and low brand-issue fit conditions. Results indicated that a campaign with high brand-issue fit, compared to a campaign with low brand-issue fit, elicited more favorable […]Read More
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 […]Read More
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 […]Read More
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 […]Read More
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 […]Read More
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 […]Read More
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 […]Read More
Abstract: Shared findings related to the issue of American parental opinion toward the issue of childhood vaccinations, including work from recent publications dealing with the 2014-15 Disneyland measles outbreak and work that compares vaccine opinion to other related children’s health interventions.Read More