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Publicity about Athlete Endorsers Affects Responses to Ads via Motivational Activation Glenna Read, Jihoon (Jay) Kim, Shuoya Sun & Youngji Seo

Abstract: This research addresses how positive and negative publicity about athlete endorsers influences motivational mechanisms (appetitive and aversive) underlying cognitive and affective processing and evaluation to ads. Participants viewed an ad […]

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Prosocial native advertising on social media: effects of ad-context congruence, ad position and ad type Hye Jin Yoon

Abstract: Purpose – Social media have become an increasingly important venue for prosocial campaigns. Competing for the public’s attention in the digital space is an ongoing challenge. This study aims to test the […]

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2021 Enzaim Best Article Award Jeong-Yeob Han and Hanyoung Kim

Kim, Hanyoung (Grady PhD Candidate and now assistant professor at University of Houston) and Jeong-Yeob Han won 2021 Enzaim Best Article Award (2nd place) from Korea Health Communication Association, in recognition […]

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The Impacts of Skip Option and Time Display on Viewer Response to In-Stream Video Ads: The Role of Perceived Control and Reactance Jooyoung 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 […]

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Comedic violence in advertising: Cultural third-person effects among U.S., Korean, and Croatian consumers Hye Jin Yoon

Abstract: Humor is a popular appeal used in global advertising and with the growing use of comedic violence ads in the U.S., it is a worthwhile endeavor to see whether […]

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Comedic violence in advertising: Cultural third-person effects among U.S., Korean, and Croatian consumers Hye Jin Yoon

Abstract: Humor is a popular appeal used in global advertising and with the growing use of comedic violence ads in the U.S., it is a worthwhile endeavor to see whether […]

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Putting Things into Context: A Meta-Analysis of Media Context Effects on Attitudinal Outcomes Karen Whitehill King

Abstract: The role of media context in advertising has been the subject of interest for marketers and media practitioners over the past fifty years. However, there remains a lack of […]

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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 […]

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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, […]

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