Journal of Advertising最新文献

筛选
英文 中文
Interactive Ad Avoidance on Mobile Phones 手机上的交互式广告规避
IF 5.7 2区 管理学
Journal of Advertising Pub Date : 2022-08-03 DOI: 10.1080/00913367.2022.2077266
Lennard Schmidt, Erik Maier
{"title":"Interactive Ad Avoidance on Mobile Phones","authors":"Lennard Schmidt, Erik Maier","doi":"10.1080/00913367.2022.2077266","DOIUrl":"https://doi.org/10.1080/00913367.2022.2077266","url":null,"abstract":"Abstract Ad avoidance (e.g., “blinding out” digital ads) is a substantial problem for advertisers. Avoiding mobile banner ads differs from active ad avoidance in nonmobile (desktop) settings, because mobile phone users interact with ads to avoid them: (1) They classify new content at the bottom of their screens; if they see an ad, they (2) scroll so that it is out of the locus of attention and (3) position it at a peripheral location at the top of the screen while focusing their attention on the (non-ad) content in the screen center. Introducing viewport logging to marketing research, we capture granular ad-viewing patterns from users’ screens (i.e., viewports). While mobile users’ ad-viewing patterns are concave over the viewport (with more time at the periphery than in the screen center), viewing patterns on desktop computers are convex (most time in the screen center). Consequently, we show that the effect of viewing time on recall depends on the position of an ad in interaction with the device. An eye-tracking study and an experiment show that 43% to 46% of embedded mobile banner ads are likely to suffer from ad avoidance, and that ad recall is 6 to 7 percentage points lower on mobile phones (versus desktop).","PeriodicalId":48337,"journal":{"name":"Journal of Advertising","volume":null,"pages":null},"PeriodicalIF":5.7,"publicationDate":"2022-08-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45252143","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 6
Drivers of Data Quality in Advertising Research: Differences across MTurk and Professional Panel Samples 广告研究中数据质量的驱动因素:MTurk和专业面板样本的差异
IF 5.7 2区 管理学
Journal of Advertising Pub Date : 2022-08-03 DOI: 10.1080/00913367.2022.2079026
Christopher Berry, J. Kees, Scot Burton
{"title":"Drivers of Data Quality in Advertising Research: Differences across MTurk and Professional Panel Samples","authors":"Christopher Berry, J. Kees, Scot Burton","doi":"10.1080/00913367.2022.2079026","DOIUrl":"https://doi.org/10.1080/00913367.2022.2079026","url":null,"abstract":"Abstract Crowdsourcing has emerged as a preferred data collection methodology for advertising and social science researchers because these samples avoid the higher costs associated with professional panel data. Yet, there are ongoing concerns about data quality for online sources. This research examines differences in data quality for an advertising experiment across five popular online data sources, including professional panels and crowdsourced platforms. Effects of underlying mechanisms impacting data quality, including response satisficing, multitasking, and effort, are examined. As proposed, a serial mediation model shows that data source is, directly and indirectly, related to these antecedents of data quality. Satisficing is positively related to multitasking and negatively related to effort, and both mediators (in parallel) extend to data quality, indicating that the indirect effects on data quality through these mediating variables are significant. In general, a vetted MTurk sample (i.e., CloudResearch Approved) produces higher quality data than the other four sources. Regardless of the data source, researchers should utilize safeguards to ensure data quality. Safeguards and other strategies to obtain high-quality data from online samples are offered.","PeriodicalId":48337,"journal":{"name":"Journal of Advertising","volume":null,"pages":null},"PeriodicalIF":5.7,"publicationDate":"2022-08-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46051219","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 13
Making Ads Stick: Role of Metaphors in Improving Advertising Memory 使广告牢固:隐喻在提高广告记忆中的作用
IF 5.7 2区 管理学
Journal of Advertising Pub Date : 2022-08-01 DOI: 10.1080/00913367.2022.2089302
Elizabeth Beard, Nicole M Henninger, V. Venkatraman
{"title":"Making Ads Stick: Role of Metaphors in Improving Advertising Memory","authors":"Elizabeth Beard, Nicole M Henninger, V. Venkatraman","doi":"10.1080/00913367.2022.2089302","DOIUrl":"https://doi.org/10.1080/00913367.2022.2089302","url":null,"abstract":"","PeriodicalId":48337,"journal":{"name":"Journal of Advertising","volume":null,"pages":null},"PeriodicalIF":5.7,"publicationDate":"2022-08-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43858824","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 5
Transformative Advertising Research: Reimagining the Future of Advertising 变革性广告研究:重塑广告的未来
IF 5.7 2区 管理学
Journal of Advertising Pub Date : 2022-07-28 DOI: 10.1080/00913367.2022.2098545
L. Gurrieri, Linda Tuncay Zayer, Catherine A. Coleman
{"title":"Transformative Advertising Research: Reimagining the Future of Advertising","authors":"L. Gurrieri, Linda Tuncay Zayer, Catherine A. Coleman","doi":"10.1080/00913367.2022.2098545","DOIUrl":"https://doi.org/10.1080/00913367.2022.2098545","url":null,"abstract":"Abstract The 50th anniversary of the Journal of Advertising launch is an opportune moment to dialogue among the past, present, and future and offer a fruitful vision for the possibilities of advertising. In this paper, we advance a new subfield that we call transformative advertising research (TAR). TAR examines problems and opportunities across the advertising system with the goal of transforming it toward better outcomes, namely cultivating individual, institutional, and societal well-being. We present a conceptual framework on TAR, informed by institutional theory, that highlights the transformational insights revealed in the intersections and interactions between institutional actors at the micro level, advertising institutions at the meso level, and sociocultural forces at the macro level and the resulting well-being outcomes. To illustrate our framework, we focus on a long-standing topical issue within advertising—gender inequality—that holds significant implications for well-being. In conceptualizing advertising as an institution, (1) we propose a new subfield of advertising we name TAR and (2) we present a framework that reveals the system complexities within the advertising ecosystem and allows for a clear vision of potential transformative outcomes, which (3) can guide and inspire scholars and practitioners with directions to engage in social change.","PeriodicalId":48337,"journal":{"name":"Journal of Advertising","volume":null,"pages":null},"PeriodicalIF":5.7,"publicationDate":"2022-07-28","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"49615024","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 7
Reflections on Professionalism and Human Touch—A Tribute 关于专业性与人性化的思考——致敬
IF 5.7 2区 管理学
Journal of Advertising Pub Date : 2022-07-15 DOI: 10.1080/00913367.2022.2087976
Shelly Rodgers
{"title":"Reflections on Professionalism and Human Touch—A Tribute","authors":"Shelly Rodgers","doi":"10.1080/00913367.2022.2087976","DOIUrl":"https://doi.org/10.1080/00913367.2022.2087976","url":null,"abstract":"As we move through this 50th anniversary year of the Journal of Advertising (JA), I would like to recognize and pay tribute to the former editors of JA. When an editor’s term is complete, it may mark the conclusion of an individual’s service, but it is not the end of that editor’s presence in the journal. Indeed, each editor has brought novelty, creativity, and advancement, resulting in a constant effort to raise the journal’s profile. These contributions can be seen in the pages of JA and through a virtually untapped resource: their editorials. This editorial was written based on the available editorials of former JA editors; my own reflection on JA as its current editor in chief will wait until a later issue. My aim is not to provide the reader with numbers, bullet points, or chronologies. Instead, this editorial aims to show how the alliance of professionalism and the human touch of the editors in governing JA has continually shaped the journal through the years, gradually creating its distinctiveness within the broader discipline.","PeriodicalId":48337,"journal":{"name":"Journal of Advertising","volume":null,"pages":null},"PeriodicalIF":5.7,"publicationDate":"2022-07-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47331742","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 0
What’s in a “Happy” Meal? The Effects of Smiley Faces in Restaurant Logos on Price and Healthfulness Perceptions “快乐”餐里有什么?餐厅标志中笑脸对价格和健康感知的影响
IF 5.7 2区 管理学
Journal of Advertising Pub Date : 2022-07-14 DOI: 10.1080/00913367.2022.2090465
Annika Abell, Leah Smith, Dipayan Biswas
{"title":"What’s in a “Happy” Meal? The Effects of Smiley Faces in Restaurant Logos on Price and Healthfulness Perceptions","authors":"Annika Abell, Leah Smith, Dipayan Biswas","doi":"10.1080/00913367.2022.2090465","DOIUrl":"https://doi.org/10.1080/00913367.2022.2090465","url":null,"abstract":"","PeriodicalId":48337,"journal":{"name":"Journal of Advertising","volume":null,"pages":null},"PeriodicalIF":5.7,"publicationDate":"2022-07-14","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44352952","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 2
Mobile Technology and Advertising: Moving the Research Agenda Forward 移动技术与广告:推进研究议程
IF 5.7 2区 管理学
Journal of Advertising Pub Date : 2022-07-14 DOI: 10.1080/00913367.2022.2089407
S. F. Bernritter, Shintaro Okazaki, Douglas C. West
{"title":"Mobile Technology and Advertising: Moving the Research Agenda Forward","authors":"S. F. Bernritter, Shintaro Okazaki, Douglas C. West","doi":"10.1080/00913367.2022.2089407","DOIUrl":"https://doi.org/10.1080/00913367.2022.2089407","url":null,"abstract":"Mobile technology offers advertisers not only an evergrowing global audience of “always-on” multifunctional smartphone capability but also instantaneous access to their contextual information. Location-based, environmental, and behavioral data are increasingly being used to apply novel targeting and creative strategies for the development of new forecasting models. The available evidence suggests there is widespread dissemination and broad acceptance of mobile technology in the marketplace, as well as very promising opportunities for advertisers to engage with their customers in novel ways. In 2021, over 6 billion people worldwide had smartphone subscriptions (Statista 2022b). Not surprisingly, almost 60% of web traffic is accounted for by mobile devices (StatCounter 2022). Accordingly, the evidence suggests that advertisers spend about two-thirds of their digital advertising budget on mobile advertising (eMarketer 2019). Nevertheless, such proliferation in mobile technology has not received significant attention from the advertising research community in comparison to the attention it’s received from marketing scholars. For example, during the past two decades, the Journal of Advertising has published only a few articles that investigated the topic (e.g., Baek and Yoo 2018; Okazaki, Li, and Hirose 2009; Peters, Amato, and Hollenbeck 2007). Moreover, a recent meta-analysis of mobile advertising research includes only three articles published by major advertising journals between 2012 and 2021 (Maseeh et al. 2021). In our view, such a lack of scholarly attention in our community can be attributed to at least two main reasons. First, a shift in mobile advertising research methods from more conventional survey or experimental approaches to a big-data and field experimental approach may have played a role. Over the past decade, mobile (advertising) scholars have increasingly focused on large-scale field data as the backbone for their research. Yet collecting these types of data comes with its own challenges because it usually requires collaboration with industry partners. Field data are also susceptible to increasing consumer privacy protection legislation. Hence, the threshold to obtain high-quality data for mobile advertising research is high. Indeed, according to a methods survey among major advertising journals, only a little over 6% of publications between 2011 and 2015 used market data, such as sales or media ratings (Chang 2017). To sum up: The unique features of mobile technology (e.g., portability, granular location targeting, dynamic environmental factors) are hard to capture with survey or experimental methods, as are commonly used by advertising scholars. Second, while it is widely understood that exposure to mobile advertising and the creation of user-generated content work differently than in nonmobile online media (e.g., Grewal and Stephen 2019; Melumad, Inman, and Pham 2019), our theoretical understanding of mobile advertising remains","PeriodicalId":48337,"journal":{"name":"Journal of Advertising","volume":null,"pages":null},"PeriodicalIF":5.7,"publicationDate":"2022-07-14","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"49436497","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 3
Differential Effects of Device Modalities and Exposure to Online Reviews on Online Purchasing: A Field Study 设备方式和在线评论对在线购买的差异影响:一项实地研究
IF 5.7 2区 管理学
Journal of Advertising Pub Date : 2022-07-14 DOI: 10.1080/00913367.2022.2090466
Larry Olanrewaju Orimoloye, A. Scheinbaum, Monika Kukar‐Kinney, Tiejun Ma, M. Sung, Johnnie E. V. Johnson
{"title":"Differential Effects of Device Modalities and Exposure to Online Reviews on Online Purchasing: A Field Study","authors":"Larry Olanrewaju Orimoloye, A. Scheinbaum, Monika Kukar‐Kinney, Tiejun Ma, M. Sung, Johnnie E. V. Johnson","doi":"10.1080/00913367.2022.2090466","DOIUrl":"https://doi.org/10.1080/00913367.2022.2090466","url":null,"abstract":"Abstract We model the effect of online information search across mobile (smartphone and tablet) and nonmobile (personal computer [PC], both desktop and laptop) platforms on frequency of purchasing per online shopping session. Using clickstream data from a multinational retailer, we find that device modality drives purchase frequency, likely due to the differential ease of use of PCs, tablets, and smartphones. In particular, frequency of completed orders is highest when information search and purchase completion are highly convenient, such as when shopping via tablet. We also determine that information search in the form of reading online product reviews has no effect on mobile platforms, while it does on other platforms. These findings contribute to information search theory, suggesting that information search increases purchase likelihood when it is goal directed, extensive, and easy to conduct. Thus, the broad role of digital advertising should be to make the information search process easier and more convenient for consumers to stimulate purchases. These findings help digital advertisers understand information search patterns across device modalities. Implications for digital advertisers on electronic commerce (e-commerce) platforms are offered.","PeriodicalId":48337,"journal":{"name":"Journal of Advertising","volume":null,"pages":null},"PeriodicalIF":5.7,"publicationDate":"2022-07-14","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44645411","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 2
Consumer Response toward Sexual Advertisements in the Context of Access-Based Consumption 无障碍消费背景下消费者对性广告的反应
IF 5.7 2区 管理学
Journal of Advertising Pub Date : 2022-06-14 DOI: 10.1080/00913367.2022.2078449
Yongheng Liang, Xiaoyue Wu, Yi Su, Liyin Jin
{"title":"Consumer Response toward Sexual Advertisements in the Context of Access-Based Consumption","authors":"Yongheng Liang, Xiaoyue Wu, Yi Su, Liyin Jin","doi":"10.1080/00913367.2022.2078449","DOIUrl":"https://doi.org/10.1080/00913367.2022.2078449","url":null,"abstract":"Abstract This research explores consumers’ responses to sexual appeals in advertisements in the context of access-based consumption. The results indicate that male consumers’ responses toward sexual appeals are more negative when the advertised products are access based (versus ownership based). For female consumers, sexual appeals lead to equally negative responses in the two consumption modes (Study 1). Male consumers react more negatively to sexual appeals (versus nonsexual appeals) when the advertised product is access based because of a heightened desire for possessiveness, which conflicts with the nonpossessive nature of access-based consumption (Study 2). Notably, the negative effect induced by sexual appeals in access-based consumption mode is supported regardless of whether the degree of match between advertised product and sexual appeals is high or low (Study 3). Moreover, sexually conservative consumers respond to sexual appeals more negatively when the advertised products are access based (versus ownership based) (Study 4). These findings have important implications for advertising activities in the context of access-based consumption and the sharing economy.","PeriodicalId":48337,"journal":{"name":"Journal of Advertising","volume":null,"pages":null},"PeriodicalIF":5.7,"publicationDate":"2022-06-14","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41363654","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 0
Changes in Definitions and Operationalizations in Advertising Research—Justified or Not? 广告研究中定义和操作的变化——是否合理?
IF 5.7 2区 管理学
Journal of Advertising Pub Date : 2022-06-10 DOI: 10.1080/00913367.2022.2077268
L. Bergkvist, M. Eisend
{"title":"Changes in Definitions and Operationalizations in Advertising Research—Justified or Not?","authors":"L. Bergkvist, M. Eisend","doi":"10.1080/00913367.2022.2077268","DOIUrl":"https://doi.org/10.1080/00913367.2022.2077268","url":null,"abstract":"Abstract Many advertising constructs vary considerably in how they are defined and operationalized—variations which result from changes in definitions and operationalizations over time and between studies. These changes undermine the comparability of empirical insights, challenge the integration of insights into an existing body of knowledge, and thereby impede knowledge development in advertising research. This negative effect is why it is crucial to know whether and when changes are needed and justified. In this article, we address definition and operationalization change from a theoretical perspective, identify factors driving changes in definitions and operationalizations, and outline when changes are justified. We then offer recommendations for how to avoid unjustified changes.","PeriodicalId":48337,"journal":{"name":"Journal of Advertising","volume":null,"pages":null},"PeriodicalIF":5.7,"publicationDate":"2022-06-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47800613","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 5
0
×
引用
GB/T 7714-2015
复制
MLA
复制
APA
复制
导出至
BibTeX EndNote RefMan NoteFirst NoteExpress
×
提示
您的信息不完整,为了账户安全,请先补充。
现在去补充
×
提示
您因"违规操作"
具体请查看互助需知
我知道了
×
提示
确定
请完成安全验证×
相关产品
×
本文献相关产品
联系我们:info@booksci.cn Book学术提供免费学术资源搜索服务,方便国内外学者检索中英文文献。致力于提供最便捷和优质的服务体验。 Copyright © 2023 布克学术 All rights reserved.
京ICP备2023020795号-1
ghs 京公网安备 11010802042870号
Book学术文献互助
Book学术文献互助群
群 号:481959085
Book学术官方微信