consumer response Archive
A Multimodal Biometric Examination of AIDA Model in Video Advertising Processing
Jooyoung Kim, Jiwon Kim (Ph.D. student), Sung-Phil Kim, Minjo Choi, and Seungjie Lee, “A Multimodal Biometric Examination of AIDA Model in Video Advertising Processing,” Accepted for presentation at the 2026 […]
Hidden in Plain Sight: Understanding Consumer Responses and Ad Recognition of Sponsored Content in Search Engine Gen-AI Overviews
Maggie Liao, Yuan Sun, and Nathaniel Evans, “Hidden in Plain Sight: Understanding Consumer Responses and Ad Recognition of Sponsored Content in Search Engine Gen-AI Overviews”. Paper Accepted to the American […]
Balancing Risks and Benefits: How Disclosure Specificity and Message Sidedness Shape Consumer Responses to Patient Influencer Pharmaceutical Advertising
Nathaniel Evans, Amy Ni (Grady Masters student), Erin Willis, and Haoyue Xiang (Grady Ph.D. student), “Balancing Risks and Benefits: How Disclosure Specificity and Message Sidedness Shape Consumer Responses to Patient Influencer […]
The influence of socialization agents on consumer responses to over-the-counter medicine advertising (OTCA)
Abstract: This study examined the mechanisms through which attitudes toward OTCA in general and OTCA prompted behaviors are formed based on a consumer socialization framework. An online survey was conducted using […]
). Interdependent self-construal and number of Twitter followers: Consumer responses to alcohol industry Corporate Social Responsibility (CSR) campaign on Twitter
Abstract: Twitter has become an important means of communicating alcohol industry CSR campaigns. However, little is known about individual differences in consumer responses to CSR campaigns in the context of […]
Brand Awe: A Key Concept for Understanding Consumer Response to Luxury and Premium Brands
Jooyoung Kim, Hyejin Bang (Grady PhD Alum), and William Keith Campbell (Forthcoming). Brand Awe: A Key Concept for Understanding Consumer Response to Luxury and Premium Brands. Journal of Social Psychology. […]
In-Stream Video Advertising: Effects of Congruence and Advertisement Positions on Consumer Response
Abstract: This study examines the effects of ad-context congruence and ad positions on consumers’ response in an in-stream video advertising setting. Findings of the study indicate that, regardless of ad […]