Humor as a Buffer to Negativity in Advertising

Hye Jin Yoon, “Humor as a Buffer to Negativity in Advertising.” Invited lecture at the School of Journalism and Advertising, Southern Illinois UniversityCarbondale, IL, October 24, 2022. 

Promoting healthy eating: The intervening role of health and nutrition-related claims in food advertisements

P. Pan, M. Bhandari, & Juan Meng.(accepted, 2022). Promoting healthy eating: The intervening role of health and nutrition-related claims in food advertisements. Health Education Journalforthcoming, OnlineFirst: https://doi.org/10.1177/00178969221132210

Abstract: This study aimed to examine how consumers’ attitudes towards health and nutrition-related (HNR) claims in food advertisements affected their healthy food choice (HFC) and how online searching for nutrition information (OSNI) about food products mediated the impact of obesity knowledge on HFC. An online survey was conducted using Amazon Mechanical Turk. A total of 897 participants were recruited, with 484 women and 380 men. A moderated mediation analysis using PROCESS was conducted. OSNI was found to mediate the impact of obesity knowledge on HFC. The extent to which consumers’ obesity knowledge influenced their HFC depended on consumers’ attitudes towards HNR claims in food advertisements. The direct effect of consumers’ obesity knowledge on their HFC was moderated by their attitudes towards HNR claims in food advertisements.

The future of advertising in virtual, augmented, and extended realities

Sun Joo (Grace) AhnJooyoung Kim, & Jaemin Kim (Grady PhD student) (in press). The future of advertising in virtual, augmented, and extended realities. International Journal of Advertising

Abstract: The ever-changing media environment brought on by the constant advent of new technologies requires advertising scholars to stay nimble, updating and innovating research theories and methodologies. In this essay, we note how the International Journal of Advertising has contributed to our understanding of immersive technologies and propose research areas to further advance our knowledge of ‘how advertising works’ in immersive spaces. Through the discussion of the four focal research areas, including naturally mapped interactivity, context-on-demand in advertising, user experiences with immersive advertising, and the emerging media landscape associated with the metaverse, we call on advertising scholars to consider the next steps forward to enhance our knowledge through transdisciplinary team-science efforts and collaboratively pursue the syntheses of theories, methods, and knowledge. 

Understanding Personalized Recruitment Ads’ Effectiveness: The Role of Personalization Type and Message Involvement

J. Pfiffelmann & Alexander Pfeuffer.(Forthcoming). Understanding Personalized Recruitment Ads’ Effectiveness: The Role of Personalization Type and Message Involvement. Journal of Interactive Advertising.

Abstract: In response to the challenge of replacing retiring workers with new talent, recruitment ads on recruitment platforms are becoming increasingly sophisticated and personalized. On some platforms, recruiters can now integrate users’ names and photographs in recruitment ads. Previous research has frequently found that ad personalization improves advertising effectiveness; however, personalization is not always an effective tactic as personalization effects can be nuanced depending on the consumer and the ad’s personalized elements. A between-subjects experiment (N = 196) tested the effects of different types of recruitment ad personalization (integration of the recipient’s name only or of both the name and photograph). This research found that recruitment ads that were personalized with potential applicants’ names and photographs increased organizational attractiveness for potential applicants who exhibited low involvement in the ad’s message. In turn, their intentions to click on the ad and pursue the advertised job opportunity also increased.

Journal of Advertising

Hye Jin Yoon has been named an Associate Editor of the Journal of Advertising, effective June 2022.

The Evolution of the Advertising Discipline Through Four Decades: A Machine Learning Scope Analysis of Themes, Topics and Methods

Stafford, M., Itai Himelboim, Walter, D. & Ophir, Y. (Accepted). The Evolution of the Advertising Discipline Through Four Decades: A Machine Learning Scope Analysis of Themes, Topics and Methods. International Journal of Advertising.

Abstract: Over the past forty years, what we, as a discipline, define as advertising research has been negotiated through our primary scholastic contribution to the field: peer reviewed journal articles. The question “what is advertising research?” may produce different answers by different scholars during various points of the history of our field. The goal of this study is to identify key developments in advertising research — themes, topics, and methods — over the last four decades (1980-2020), as published by the leading general advertising journals: International Journal of Advertising, Journal of Advertising, Journal of Advertising Research, and (Journal of) Current Issues and Research in Advertising. We use a combination of dictionary methods, qualitative analysis, unsupervised machine learning, and network analysis, to examine the abstracts of all journal articles published during that time (N = 6,084) and identify thematic dynamics in theoretical and methodological foci over time. We explain the evolution of the discipline by identifying trends and changes, areas with both growing and declining research emphasis, and subsequently draw conclusions for the future of the field.

The bifold triadic relationships framework: A theoretical primer for advertising research in the metaverse

Sun Joo (Grace) Ahn, Jooyoung Kim & Jaemin Kim (Grady PhD student) (in press). “The bifold triadic relationships framework: A theoretical primer for advertising research in the metaverse.” Journal of Advertising, 50th Anniversary Special Issue.

Abstract: The concept of the metaverse was first coined in the science fiction novel Snow Crash published almost 30 years ago, serving as the pre-genesis concept of the next groundbreaking development in communication and technology fields for several decades. Today, the concept of the metaverse is complicated and often discussed as a multi-dimensional notion, generally referring to multiple interconnected virtual worlds where large numbers of users can simultaneously interact in embodied form. In this essay, we propose the Bifold Triadic Relationships Model to help advertising scholars understand how advertising may work in the metaverse and to guide future research endeavors. Although the metaverse as a concept has yet to take form, we hope that this primer presents a clearer layout of how advertising can be studied at the unit level of triadic relationships among consumer, media, and engagement behaviors in the metaverse space. Using what we know thus far about immersive virtual environments and how they relate to advertising practice and scholarship, the present essay serves as an impetus for new directions in advertising theory and research in the metaverse in the years to come.

Getting a little too personal? Positive and negative effects of personalized advertising on online multitaskers

Abstract: Given the increasing number of personalized ads and the prevalence of media multitasking, understanding the impact of online privacy concern on ad outcomes is important. However, the interaction effects between media multitasking and ad personalization on ad evaluation remain unexplored, including whether multitasking might lower privacy concern (i.e., cognitive performance) and improve ad evaluation and persuasion (i.e., attitudinal performance). Therefore, in the current study, we investigated the interplay between (a) level of ad personalization and (b) media multitasking and the effects of both on level of privacy concern and evaluation of the ad. We used a between-subjects experiment (N = 219) to test the effects of non-personalized and personalized advertising on online news readers, half of whom also attended to a podcast or a movie trailer while reading. Results show that the negative effect of personalized advertising on attitude toward the ad (Aad) and attitude toward the brand (Ab) emerged. Participants exposed to the more personalized ad showed less favorable Aad and Ab than those exposed to the less personalized ad. Moreover, privacy concern mediated the negative impact of the personalized ad message on ad evaluation. The results also revealed that the moderated mediation effect of multitasking on personalized advertising effectiveness through privacy concern was not significant. However, media tasking type significantly moderated the direct relationships between ad personalization and ad effectiveness (i.e., Aad and Ab). Theoretical and managerial implications are discussed.

Sexualized Images of Female Influencers in Instagram Advertising: Do They Work?

Jooyoung Uhm (Grady MA alum) and Jooyoung Kim. “Sexualized Images of Female Influencers in Instagram Advertising: Do They Work?” Presented at the American Academy of Advertising (AAA) Annual Conference, St. Petersburg, FL, March 24 – 27, 2022.

Abstract: The primary purpose of the current study is to examine the effects of sexualized images of influencers on the effectiveness of advertising regarding both cognitive and motivational processing. Overall, the results indicate that the sexualized images of influencers negatively affect the evaluation of the influencer, which in turn affects attitude towards the ad and behavioral intention negatively. Although there was little influence found on motivational activation, this study adds understanding of how the sexualized images of influencers affects the overall ad effectiveness and performance.

Virtual Reality Experience in Tourism Advertising: Roles of Immersion and Advertising Engagement

Jihoon Kim (Grady PhD alum), Sun Joo (Grace) Ahn, and Jooyoung Kim. “Virtual Reality Experience in Tourism Advertising: Roles of Immersion and Advertising Engagement.” Presented at the American Academy of Advertising (AAA) Annual Conference, St. Petersburg, FL, March 24 – 27, 2022

Abstract: Building favorable destination image and evoking positive feelings toward tourism ads are essential to the success of destination marketing in the competitive tourism business environment. The current study investigated the potential of virtual reality (VR) in providing new and innovative avenues for promoting destination image in tourism and testing its impact on advertising engagement that follows the VR experience. Despite the increased use of VR in destination advertising and its advantages over traditional media platforms, its effectiveness and the underlying mechanisms driving advertising engagement remain underexplored. Guided by the proposed conceptual model of immersive virtual tours, the current study investigated the roles of self-location and ad engagement along with several key variables (i.e., enjoyment, destination image change, attitude toward the ad and the brand) using a lab experiment (N = 78). Results indicate that experiencing a VR tour of a destination had a positive impact on ad engagement and that enjoyment of the immersive experience mediated the relationship between self-location and engagement with an ad shown after the virtual experience. The level of immersion moderated the effect of VR experience on ad engagement. Theoretical and managerial implications of VR tourism are discussed