Advertising Research Archive
The Effectiveness of Comment Sidedness on Inoculating Consumer Attitudes and Intentions Toward Social Media Advertising
Ben Libon (Ph.D. Student) and Nathaniel Evans, “The Effectiveness of Comment Sidedness on Inoculating Consumer Attitudes and Intentions Toward Social Media Advertising”. Paper Accepted to the American Academy of Advertising […]
Attentional and evaluative processing of split-screen advertisements embedded in mediated sports: An eye-tracking and biometric study
Lee, Minkyo, Glenna L. Read, & Paek, Bomin (forthcoming). Attentional and evaluative processing of split-screen advertisements embedded in mediated sports: An eye-tracking and biometric study. Communication & Sport. Abstract: To address challenges with […]
They’ve got the look? Processing fluency and individual differences associated with responses to androgynous models in fashion advertisements
Glenna Read, Bart Wojdynski, Yen-I Lee (Grady Alum), & Rob Potter (forthcoming). “They’ve got the look? Processing fluency and individual differences associated with responses to androgynous models in fashion advertisements,” Young Consumers. Abstract: This research […]
Gender and sexual orientation in advertising: A series of studies on the effects of representation
October 2021
The Role of Construal Fit in Threat Appeal to Persuade Young Drivers Not to Text while Driving
Abstract: This paper aims to investigate the effect of matching social distance (proximal vs. distant) and the visual rhetoric style (literal vs. metaphorical) of the threatful outcome of texting while […]
Do Young Adults Attend to Health Warnings in the First IQOS Advertisement in the U.S.? An Eye-Tracking Approach
Abstract: Introduction: In October 2019, a heated tobacco product (HTP) IQOS debuted in the United States. This study examined young adults’ attention and cognitions in response to an IQOS ad […]
The More You Win, The Less You Believe? An Examination of the Moderating Effect of Team Performance on Attitude Toward Message of Sport Fan’s Superstitions
Abstract: The purpose of this study was to revisit the Bud Light “Superstitions” campaign, for which we examined how superstitious fans’ inferences of manipulative intention might influence their responses to […]
Translating consumer neuroscience into advertising research and education
Abstract: Despite the increasing application of consumer neuroscience in advertising research in both academia and industry, many misconceptions about neuroscience research and data persist. One of the challenges for the […]
The Effect of Media Multitasking on Ad Memory: The Moderating Role of Program-Induced Engagement and Brand Familiarity
Abstract: The purpose of this study was to investigate the effect of program-induced engagement on the amount of media multitasking (MM) and its subsequent impact on ad memory. It explored […]
Color Effects in Green Advertising
Dongjae (Jay) Lim (Grady PhD Student), TaeHyun Baek, Sukki Yoon, Yeonshin Kim (Forthcoming). Color Effects in Green Advertising, Abstract: Marketers often use green in marketing communications to signal sustainability, despite […]