New Search / Research Home
The impacts of ad skip option and ad time display on viewer response to in-stream video ads: the role of perceived control and reactance DongWon Choi and Jihoon (Jay) Kim

Abstract: The primary purpose of the current study is to examine how the presence of two digital ad features—an ad skip option and ad time display, representing behavioral and cognitive control respectively, impact viewer response to in-stream video ads in terms of perception of control, reactance and advertising outcomes. A 2 (Skip option: skippable vs. non-skippable) […]

Read More
The effects of commercial breaks on ad and program memory: A neurophysiological study Jooyoung Kim

ABSTRACT: Though the commercial break (CB) is a common advertising strategy, the neural processing that CBs evoke and effective CB positioning remain unclear. We investigated the effects of CB interruption, associated brain activity, ad pod position, and program genre on ad memory. Changes in the relationship between brain activity and ad memory reveal that CBs […]

Read More
An Interdisciplinary Examination of the Material Effects of Deceptive Sport Beverage Advertisements Nathaniel J. Evans

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 […]

Read More
The role of social categorization of models on visual attention to features of print advertisements Glenna Read

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) […]

Read More
Celebrity-Endorsed E-cigarette Brand Instagram Advertisements: Effects on Young Adults’ Attitudes towards E-cigarettes and Smoking Intentions Joe Phua

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 […]

Read More