Do Consumers Trust Healthy Menu Advertising from Fast Food Brands? Influence of Brand and Consumer-related Factors
Accepted for presentation at the Global Marketing Conference, Nov. 5-8, 2020, Soul, Republic of Korea.
Abstract: Using the health halo effect as the theoretical framework, this research examined the influence of health consciousness, brand commitment, and perceived brand healthiness on consumer perceptions of healthy benefit, unhealthy risk, taste, and ad-trust following exposure to fast food restaurant advertisements featuring healthy food choices.
Getting a little too personal? Positive and negative effects of personalized advertising on online multitaskers
Abstract: Given the increasing number of personalized ads and the prevalence of media multitasking, understanding the impact of online privacy concern on ad outcomes is important. However, the interaction effects between […]
Increasing the Efficacy of Emotional Appeal Ads on Online Video Watching Platforms: The Effects of Goals and Emotional Approach Tendency on Ad-Skipping Behavior
Abstract: Using an experimental tool that tracks the viewers’ real-time ad skipping behavior, the current research tested when and why a highly arousing emotional appeal ad that induces a set of […]
