Celebrity-Endorsed E-cigarette Brand Instagram Advertisements: Effects on Young Adults’ Attitudes towards E-cigarettes and Smoking Intentions
Journal of Health Psychology, 23(4), 550-560.
Abstract: Celebrities endorsing e-cigarette brands on social media may exert a strong influence on e-cigarette uptake. Using a between-subject experiment, this study examines the effects of endorser type (celebrities, non-celebrities and products only) in e-cigarette brand Instagram advertisements on e-cigarette attitudes and smoking intentions. Results showed that celebrity endorsers significantly increased positive attitudes towards e-cigarettes and smoking intentions, compared to non-celebrities or products only. Celebrity endorsers also rated significantly higher on trustworthiness, expertise, goodwill and attractiveness, compared to non-celebrities. Additionally, identification, social comparison, health consciousness and social networking site use moderated between endorser type and key dependent measures. Implications for e-cigarette marketing regulation are discussed.
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 control respectively, impact viewer response to in-stream video ads in terms of perception of control, reactance and advertising outcomes. A 2 (Skip option: skippable vs. […]
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 ads by U.S. brands could travel globally. This research conducted three studies in three countries, chosen for their distinctively different cultural tendencies and […]