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The Role of Construal Fit in Threat Appeal to Persuade Young Drivers Not to Text while Driving Dong Jae (Jay) Lim

Abstract: This paper aims to investigate the effect of matching social distance (proximal vs. distant) and the visual rhetoric style (literal vs. metaphorical) of the threatful outcome of texting while driving in persuading young drivers. To this end, this research conducts a series of 2 (social distance frame: close vs. distant) × 2 (visual rhetoric […]

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Do Young Adults Attend to Health Warnings in the First IQOS Advertisement in the U.S.? An Eye-Tracking Approach Joe Phua and Glen Nowak

Abstract: Introduction: In October 2019, a heated tobacco product (HTP) IQOS debuted in the United States. This study examined young adults’ attention and cognitions in response to an IQOS ad that carried two mandated textual health warnings (Surgeon General’s warning and nicotine warning), and how their vaping and smoking status may interact with attention patterns […]

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The More You Win, The Less You Believe? An Examination of the Moderating Effect of Team Performance on Attitude Toward Message of Sport Fan’s Superstitions Jeong-Yeob Han

Abstract: The purpose of this study was to revisit the Bud Light “Superstitions” campaign, for which we examined how superstitious fans’ inferences of manipulative intention might influence their responses to the sponsor’s persuasion attempt in the sponsorship-linked advertising (SLA). Given that team identification was robustly found to be a powerful predictor of a variety of […]

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Translating consumer neuroscience into advertising research and education Glenna Read

Abstract: Despite the increasing application of consumer neuroscience in advertising research in both academia and industry, many misconceptions about neuroscience research and data persist. One of the challenges for the consumer neuroscience researcher is dispelling these misconceptions for key stakeholders. In this panel, we will address some of these misconceptions with a focus on translating […]

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The Effect of Media Multitasking on Ad Memory: The Moderating Role of Program-Induced Engagement and Brand Familiarity Karen Whitehill King

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 […]

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Color Effects in Green Advertising Dong Jae (Jay) Lim

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 […]

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Journal of Advertising Research Best Academic Paper Award Karen Whitehill King

Eun Sook Kwon, (Grady PhD, Rochester Institute of Technology), Karen Whitehill King (University of Georgia), Greg Nyilasy (Grady PhD, University of Melbourne) and Leonard N. Reid (University of Georgia), (2019). Impact of Media Context on Advertising Memory: A Meta-Analysis of Advertising Effectiveness. Journal of Advertising Research, 59 (1) 99-128. Abstract: Media professionals and scholars have examined the influence […]

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