consumer response Archive
Examining the effects of violence level and provocation on aversive motivation activation and resource allocation in violent humorous ads
Frank, A. (PhD student), Read, G. L., Duncan, J. (PhD student), Hatfield, H. R. (PhD student), & Kim, S (former PhD student). “Examining the effects of violence level and provocation on aversive motivation activation […]
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 […]
Introducing a model of automated brand-generated content in an era of computational advertising
Van Noort, G., Himelboim, I., Martin, J., & Collinger, T. (2020). Introducing a model of automated brand-generated content in an era of computational advertising. Abstract: Advancements in computing, technology, […]
Can we find the right balance in cause-related marketing? Analyzing the boundaries of balance theory in evaluating brand-cause partnerships.
Abstract: Cause‐related marketing (CRM) refers to the phenomenon where brands partner with causes, such as nonprofit organizations. Consumers may see some CRM partnerships as less compatible than others, however the […]
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 […]