New Search / Research Home
The role of social categorization of models on visual attention to features of print advertisements. International Communication Association Glenna Read

Abstract: Recent trends in consumer behavior have resulted in brands’ use of models in ads that challenge essentialized social categories (e.g., racially ambiguous) to appeal to socially-conscious consumers. Although industry outlets propose tentative suggestions for mechanisms underlying positive responses to these models, little empirical research investigates how different aspects of social identity (e.g., race, gender) […]

Read More
Effects of Social Identity and Schadenfreude on Attitude toward Brand Sponsoring an Instant Replay Review: The Moderating Role of Rivalry and Suspense Jooyoung Kim and Jihoon (Jay) Kim

Abstract: Used during sport games to guard against incorrect calls by referees, instant replay review has provided sponsoring brands an additional advertising opportunity. Although instant replay video (IRV) encourages sport spectators to stay focused on the screen, no study has examined how viewer perception of and attitude toward an ad or brand tied to IRV […]

Read More