“Changing the Game: The Effects of Cognitive Load and Brand Prominence on Covert Advertising Recognition.”
Paper accepted for presentation at the 2019 AMA Marketing and Public Policy Conference, June 6-8, Washington D.C.
Abstract: This study first investigated the effect of advertising format (advergames vs online video commercials) on consumers’ ability to recognize advertising. Second, we tested how advertising format differentially impacted consumers’ self-reported cognitive load. Third, we examined how cognitive load impacted consumers’ ability to recognize advertising. Finally, we investigated the moderating effect of brand prominence on the relationship between a) advertising format and advertising recognition and b) cognitive load and advertising recognition. Findings (N= 82 undergraduate students) suggest that advergames, in comparison to online video commercials, are more difficult for consumers to recognize as advertising and the effect is enhanced when brand prominence is low. While results indicated a marginally significant effect of advertising format on cognitive load, no significant indirect effect of ad format through cognitive load on advertising recognition was found. These findings offer theoretical and policy related implications.
Sexualized Images of Female Influencers in Instagram Advertising: Do They Work?
Jooyoung Uhm (Grady MA alum) and Jooyoung Kim. “Sexualized Images of Female Influencers in Instagram Advertising: Do They Work?” Presented at the American Academy of Advertising (AAA) Annual Conference, St. Petersburg, FL, March 24 – 27, […]
Virtual Reality Experience in Tourism Advertising: Roles of Immersion and Advertising Engagement
Jihoon Kim (Grady PhD alum), Sun Joo (Grace) Ahn, and Jooyoung Kim. “Virtual Reality Experience in Tourism Advertising: Roles of Immersion and Advertising Engagement.” Presented at the American Academy of Advertising (AAA) Annual Conference, […]