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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 […]

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Time Heals All Wounds: How Discounting Cues and Multiple Exposures Impact the Effectiveness of Infleuncer Advertising Over Time Nathaniel J. Evans

Abstract: Through an online experiment with a 2 (no ad disclosure/standardized ad disclosure ’paid partnership with the (brand)’) x 2 (single exposure to the influencer content/multiple exposure to the influencer content) between subjects design (N= 195), the current study examines 1) the effects of multiple exposures to Instagram Influencer content and disclosure presence on persuasion […]

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The effect of a firm’s environmental commitment in green messages in the luxury and fast fashion markets Dong Jae (Jay) Lim

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 […]

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Changing attitudes on social media: Effects of fear and information in green advertising on non-green consumers Glenna Read

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 […]

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“I probably just skipped over it:” Using eye tracking to examine political Facebook advertising effectiveness –and avoidance Bartosz Wojdynski and Matthew Binford

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 […]

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How multitasking during video content decreases ad effectiveness: The roles of task relevance, video involvement, and visual attention Bartosz Wojdynski, Shuoya Sun & Matthew Binford

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 […]

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Do Consumers Trust Healthy Menu Advertising from Fast Food Brands? Influence of Brand and Consumer-related Factors Jung Min Hahm and Emeritus and Retired Faculty

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.

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Communicating the culture through Korean food between authenticity and adaptation Solyee Kim

Abstract: This study explores how Korean restaurants in the States promote their businesses by using the Circuit of Culture as a theoretical framework. Five elements in the Circuit, representation, production, consumption, identity, and regulation, provided a contextual understanding of how Korean food is communicated at a local level. In-depth interviews with 10 small business Korean […]

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Understanding How Consumers Perceive Brand Personality through Sports Sponsorship Joe Phua

Abstract: Sports sponsorship has been considered a key branding strategy for various marketing objectives, but little research investigated how consumers perceived sponsor brands through sports competitions. This study aimed to examine whether team performance and gender difference jointly impacted consumers’ perceived brand personality and how team identification and self-brand connection moderated such impacts on perceived […]

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Effects of Different Sponsorship Disclosure Message Types on Consumers’ Trust and Attitudes Alexander Pfeuffer

Abstract: Addressing the problem of increasing sponsored eWOM and diverse and confusing disclosure practices, this study examined the effects of different types of sponsorship disclosure messages on (1) consumers’ trust in the sponsored product reviewer and (2) attitudes toward the reviewer and the sponsoring brand. An online experiment revealed several key effects of sponsorship disclosure […]

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