Dr. Nathaniel J. Evans

Faculty and doctoral graduates in the Department of Advertising and Public Relations in Grady College were the most visible authors or co-authors in the three leading peer-reviewed advertising research journals from 2008-2019, according to a study in Journal of Business Research that was published July 27. Among the most visible were Professor Emeritus Leonard Reid, Professor Emerita Karen King, […]

Abstract:  Despite industry and academic attention to disclosures in sponsored content over recent years, questions remain on how consumers process message and context related characteristics. Primarily building upon the Covert Advertising Recognition and Effects (CARE) model (Wojdynski and Evans 2020), this study investigated the effects of disclosures (present vs absent), brand placement type (text vs […]

Nathaniel Evans has been awarded OIBR seed funding ($5020) through the Grantsmanship Development Program (GDP) for his proposed project titled, “Increasing COVID-19 Vaccine Acceptance Among Vaccine Hesitant Parents Using Psychological Inoculation.” Abract: The objective of the proposed research is to augment vaccine acceptance and coverage by developing and testing intervention strategies that inoculate vaccine hesitant […]

Abstract: Listicles are a new media phenomenon that appear on a news organization’s website; they are articles that use a ranked list and offer concise details about a topic to readers. The study explores how consumers recognize and understand native ad forms that mimic listicle-style online news articles. We investigated whether the inclusion of a […]

Abstract: Through an online experiment with a 2 (no ad disclosure/standardized ad disclosure ’paid partnership with the (brand)’) x 2 (single exposure to the influencer content/multiple exposure to the influencer content) between subjects design (N= 195), the current study examines 1) the effects of multiple exposures to Instagram Influencer content and disclosure presence on persuasion […]

Abstract: Only one-third of adults 18 to 49 years old in the United States receive a recommended annual influenza vaccination. This study examined whether supplementing vaccine information statements (VIS) with an immersive virtual reality (VR), short video or electronic pamphlet story designed to convey the community immunity benefits of influenza vaccination would improve influenza vaccine […]

Abstract: Sport companies frequently make product claims in advertisements to influence consumer purchase decisions. Sport beverages, in particular, often tout health benefits and performance claims. Unfortunately, some sport beverage claims may be false or misleading, persuading consumers to erroneously purchase products due to incorrect information. The Federal Trade Commission (FTC) prohibits any deceptive advertising resulting […]

Abstract: Covert advertisements, or those that utilize the guise and delivery mechanisms of familiar non-advertising formats, differ from other more direct forms of advertising in several ways that are important for understanding users’ psychological responses. Research across various covert advertising formats including various forms of sponsored editorial content, other native advertising formats, and product placement […]

Abstract: The purpose of this study was to investigate the role of advertising format and cognitive load in shaping the effect of covert advertisements on participants advertising recognition and outcomes. In a 2 (advertisement format: advergame vs. video commercial) x 2 (brand prominence: low (Asus) vs. high (KFC)) between-subjects factorial experiment (N = 82), participants […]

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 […]

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 […]

Abstract: While it seems intuitive that highly visible vaccine-preventable disease outbreaks should impact perceptions of disease risk and facilitate vaccination, few empirical studies exist to confirm or dispel these beliefs. This study investigates the impact of the 2014-15 Disneyland measles outbreak on parents’ vaccination attitudes and future vaccination intentions. The analysis relies on a pair […]

Abstract: The Children’s Advertising Review Unit’s (CARU) recent cases involving child influencer unboxing videos expressed concern that they did not appropriately disclose sponsorship. Placement of pre-roll advertising was also cited as contributing to the blurring between content and advertising. This study investigated parents’ understanding of and responses to sponsored child influencer unboxing videos. We conducted a […]