Focus: Advertising Research
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 […]
Read MoreAbstract: 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 […]
Read MoreAbstract: 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 […]
Read MoreAbstract: 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 […]
Read MoreAbstract: 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 […]
Read MoreDongjae (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 […]
Read MoreEun 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). […]
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