Focus: Advertisements

Abstract: Sport companies frequently make product claims in advertisements to influence consumer purchase decisions. Sport beverages, in particular, often tout health benefits and performance claims. Unfortunately, some sport beverage claims may be false or misleading, persuading consumers to erroneously purchase products due to incorrect information. The Federal Trade Commission (FTC) prohibits any deceptive advertising resulting […]

Abstract: Recent trends in consumer behavior have resulted in brands’ use of models in ads that challenge essentialized social categories (e.g., racially ambiguous) to appeal to socially-conscious consumers. Although industry outlets propose tentative suggestions for mechanisms underlying positive responses to these models, little empirical research investigates how different aspects of social identity (e.g., race, gender) […]

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 […]