Publicity about Athlete Endorsers Affects Responses to Ads via Motivational Activation
Sport Marketing Quarterly.
Abstract: This research addresses how positive and negative publicity about athlete endorsers influences motivational mechanisms (appetitive and aversive) underlying cognitive and affective processing and evaluation to ads. Participants viewed an ad for a soft drink brand that featured an athlete endorser while psychophysiological measures of cognition, emotion, and arousal were collected. Each ad was preceded by a news story that contained either positive or negative information about the athlete’s off-field behavior. Results indicate that cognition and arousal were enhanced in response to ads paired with negative news stories compared to ads paired with positive news stories. Findings suggest that aversive motivational activation elicited by the negative news stories transfers to processing and evaluation of the ads.
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 […]
