Advertising Archive
The Impacts of Skip Option and Time Display on Viewer Response to In-Stream Video Ads: The Role of Perceived Control and Reactance
Abstract: The primary purpose of the current study is to examine how the presence of two digital ad features—an ad skip option and ad time display, representing behavioral and cognitive […]
Comedic violence in advertising: Cultural third-person effects among U.S., Korean, and Croatian consumers
Abstract: Humor is a popular appeal used in global advertising and with the growing use of comedic violence ads in the U.S., it is a worthwhile endeavor to see whether […]
Comedic violence in advertising: Cultural third-person effects among U.S., Korean, and Croatian consumers
Abstract: Humor is a popular appeal used in global advertising and with the growing use of comedic violence ads in the U.S., it is a worthwhile endeavor to see whether […]
Putting Things into Context: A Meta-Analysis of Media Context Effects on Attitudinal Outcomes
Abstract: The role of media context in advertising has been the subject of interest for marketers and media practitioners over the past fifty years. However, there remains a lack of […]
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 effects of commercial breaks on ad and program memory: A neurophysiological study
ABSTRACT: Though the commercial break (CB) is a common advertising strategy, the neural processing that CBs evoke and effective CB positioning remain unclear. We investigated the effects of CB interruption, […]
Time Heals All Wounds: How Discounting Cues and Multiple Exposures Impact the Effectiveness of Infleuncer Advertising Over Time
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 […]
The effect of a firm’s environmental commitment in green messages in the luxury and fast fashion markets
Abstract: Consumers are increasingly interested in environmental issues, which has raised their expectations of firms’ environmentally conscious efforts. The purpose of this study is to investigate how green messages in […]
Changing attitudes on social media: Effects of fear and information in green advertising on non-green consumers
Abstract: How can green advertising get non-green consumers to think more about the environment? Using Elaboration Likelihood Model and Social Judgement Theory, we construct hypotheses and test them across three […]
“I probably just skipped over it:” Using eye tracking to examine political Facebook advertising effectiveness –and avoidance
Abstract: Social media political advertising has, in recent years, been the target of a lot of interest and scrutiny from the public, scholars, and even the social media platforms themselves. […]