Department: Advertising & Public Relations

Abstract: Consumers are increasingly interested in environmental issues, which has raised their expectations of firms’ environmentally conscious efforts. The purpose of this study is to investigate how green messages in advertisements conveying a firm’s commitment to the environment can effectively influence consumer attitudes and behavioral intentions. Further, this study examines the psychological mechanism underlying such […]

Abstract: How can green advertising get non-green consumers to think more about the environment? Using Elaboration Likelihood Model and Social Judgement Theory, we construct hypotheses and test them across three experiments. Results provide converging evidence that messages placed on social media with low-information and high-fear (emotional) appeals are most effective at generating purchase intent and […]

Abstract: Background: The perceived threat of a highly contagious virus may lead people to be distrustful of immigrants and outgroups. Since the COVID-19 outbreak, the salient politicized discourses of blaming Chinese people for the virus have fueled over 2,000 reports of anti-Asian racial incidents and hate crimes in the U.S.. Objective: This study investigates relationships […]

Abstract: The purpose of this study was to investigate the effect of program-induced engagement on the amount of media multitasking (MM) and its subsequent impact on ad memory. It explored how brand familiarity attenuates or aggravates the detrimental effects of MM on cognitive evaluation of ads. Two lab-based experiments were conducted. The findings of the […]

Dongjae (Jay) Lim (Grady PhD Student), TaeHyun Baek, Sukki Yoon, Yeonshin Kim (Forthcoming). Color Effects in Green Advertising,  Abstract: Marketers often use green in marketing communications to signal sustainability, despite the lack of supportive data. This article is a report of two experiments to observe consumer reactions to advertisements that use colour to indicate the […]

Abstract: This research examines how visual representation of social media influencers affects perceptions and attitudes toward influencers and their persuasive messages. Using the theoretical frameworks of the Stereotype Content Model (SCM) and the Behaviors from Interpersonal Affect and Stereotypes (BIAS) Map, Study 1 demonstrated that influencers with broad smiles were perceived as warmer and more […]

Abstract: Social media political advertising has, in recent years, been the target of a lot of interest and scrutiny from the public, scholars, and even the social media platforms themselves. While there is still some debate as to the overall effectiveness of social media political advertising there is compelling evidence to show that a number […]

Abstract: In a 3 (secondary task: none, related, unrelated) x 2 (ad-video congruence: high/low) between-subjects eye-tracking experiment, participants (N = 151) watched a 9-minute video documentary segment containing one mid-roll video ad while their visual attention to the screen was recorded. Participants in two-thirds of the conditions also read two online articles on a mobile […]

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.

Abstract: News consumption enhances the contact experience for first-generation immigrants and sojourners in their acculturation to the host culture. Using acculturation theory, this study explores interdisciplinary concepts. The authors argue that first-generation immigrants and sojourners’ level of the English proficiency, length of stay in the host culture and their news consumption impact their susceptibility to […]