Journal of Advertising最新文献

{"title":"The Bifold Triadic Relationships Framework: A Theoretical Primer for Advertising Research in the Metaverse","authors":"Sun Joo Grace Ahn, Jooyoung Kim, Jaemin Kim","doi":"10.1080/00913367.2022.2111729","DOIUrl":"https://doi.org/10.1080/00913367.2022.2111729","url":null,"abstract":"Abstract The concept of the metaverse was first coined in the science fiction novel Snow Crash published 30 years ago, serving as the pregenesis 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 multidimensional notion, generally referring to multiple interconnected virtual worlds where large numbers of users can simultaneously interact in embodied form. In this article, 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 fully 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 article serves as an impetus for new directions in advertising theory and research in the metaverse in the years to come.","PeriodicalId":48337,"journal":{"name":"Journal of Advertising","volume":"51 1","pages":"592 - 607"},"PeriodicalIF":5.7,"publicationDate":"2022-09-08","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48807850","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}

{"title":"Asking Questions of AI Advertising: A Maieutic Approach","authors":"Jack Coffin","doi":"10.1080/00913367.2022.2111728","DOIUrl":"https://doi.org/10.1080/00913367.2022.2111728","url":null,"abstract":"Abstract Artificial intelligence (AI) is transforming advertising theory and practice. However, while applications of AI abound, it appears that not enough questions are being asked about the ontological, technical, and ethical consequences of artificially intelligent advertising ecosystems. Given the pace and unpredictability of technological change, this article adopts a question-driven approach, emphasizing the importance of adopting a maieutic attitude for academics, practitioners, and other advertising stakeholders, including the AI-ad-consuming public.","PeriodicalId":48337,"journal":{"name":"Journal of Advertising","volume":"51 1","pages":"608 - 623"},"PeriodicalIF":5.7,"publicationDate":"2022-08-29","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46245432","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}

{"title":"Breaking Gender Binaries","authors":"M. Eisend, Anna Rößner","doi":"10.1080/00913367.2022.2109780","DOIUrl":"https://doi.org/10.1080/00913367.2022.2109780","url":null,"abstract":"Abstract Advertisers have begun to acknowledge that an increasing number of consumers do not support the traditional gender binary, believing that gender is dynamic and lies on a continuum. Changing views, practices, and findings regarding gender are not well addressed in current advertising research due to a lack of knowledge regarding newer gender terminologies and a reliance on incompatible gender concepts and measures. This article discusses and develops conceptualizations and measures of gender for different types of future advertising research. Drawing on a review of the extant literature regarding portrayals of nonbinary people in advertising, gender-related ad processing, and the effects of these ads on consumers, this study proposes ideas and guidelines for future research that aim to deepen our understanding of gender in advertising and advance more inclusive advertising research that addresses gender developments in a changing world. These ideas and related recommendations build on conceptualizing and measuring gender and focus on analyzing nonbinary content portrayals, diverse consumers’ processing of ads, and the social and commercial effects of nonbinary portrayals.","PeriodicalId":48337,"journal":{"name":"Journal of Advertising","volume":"51 1","pages":"557 - 573"},"PeriodicalIF":5.7,"publicationDate":"2022-08-23","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45645828","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}

{"title":"Nostalgia: A Review, Propositions, and Future Research Agenda","authors":"Ekta Srivastava, B. Sivakumaran, Satish S. Maheswarappa, J. Paul","doi":"10.1080/00913367.2022.2101036","DOIUrl":"https://doi.org/10.1080/00913367.2022.2101036","url":null,"abstract":"Abstract This article presents a systematic review of the nostalgia literature (205 articles) using PRISMA protocols. It dwells on three questions: What do we know about nostalgia? What do we need to know about nostalgia? and Where should we be heading? The article examines the evolution of nostalgia, analyzes the definitions of nostalgia (past–memory–yearning–ambivalent emotion), and extends the nostalgia typology of Havlena and Holak (1996). The article also delineates the nostalgic advertising literature; identifies antecedents, moderators, and consequences of nostalgic advertising; and highlights research gaps. Finally, this work offers propositions on nostalgic ad appeals (those that emphasize the attractiveness of and yearning for the past in a bittersweet way) based on four themes: self-restoration, continuity, social relationships, and culture. Specifically, the propositions offer new moderators, such as ads’ emotional flow, gender identity, purchase and consumption situation, perceived interactivity, and culture type, that could make some types of nostalgic appeals more effective than others. Our work contributes by being more comprehensive and broad based, extending the typology framework and delineating propositions that lay out a research roadmap for nostalgic advertising.","PeriodicalId":48337,"journal":{"name":"Journal of Advertising","volume":"52 1","pages":"613 - 632"},"PeriodicalIF":5.7,"publicationDate":"2022-08-22","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44940265","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}

{"title":"Can Personalized Recommendations in Charity Advertising Boost Donation? The Role of Perceived Autonomy","authors":"Linxiang Lv, Minxue Huang","doi":"10.1080/00913367.2022.2109082","DOIUrl":"https://doi.org/10.1080/00913367.2022.2109082","url":null,"abstract":"","PeriodicalId":48337,"journal":{"name":"Journal of Advertising","volume":" ","pages":""},"PeriodicalIF":5.7,"publicationDate":"2022-08-22","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44514974","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}

{"title":"Strategies and Tools to Enhance the Use of Dynamic Audiovisual Stimuli in Academic Advertising Research","authors":"Anne Hamby, C. Russell","doi":"10.1080/00913367.2022.2107121","DOIUrl":"https://doi.org/10.1080/00913367.2022.2107121","url":null,"abstract":"Abstract Advertisers and marketers increasingly adopt and invest in audiovisual formats for their communications. In contrast, academic researchers often rely on static visual stimuli to test advertising- and marketing-related research questions. In this research note, we discuss whether and how academic research could benefit from the ability to develop and use dynamic audiovisual stimuli and we consider the validity-related trade-offs inherent in their use. We first outline the components researchers should consider in constructing dynamic audiovisual stimuli. Then, in an attempt to reduce barriers to creation of dynamic audiovisual stimuli in advertising research, we review tools researchers can use to design realistic dynamic stimuli. We conclude with ways in which the use of dynamic stimuli can open new research approaches, thus expanding advertising-related theory.","PeriodicalId":48337,"journal":{"name":"Journal of Advertising","volume":"52 1","pages":"633 - 642"},"PeriodicalIF":5.7,"publicationDate":"2022-08-18","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48289046","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}

{"title":"Reflections on My Editorship of the Journal of Advertising","authors":"Shelly Rodgers","doi":"10.1080/00913367.2022.2106774","DOIUrl":"https://doi.org/10.1080/00913367.2022.2106774","url":null,"abstract":"","PeriodicalId":48337,"journal":{"name":"Journal of Advertising","volume":"51 1","pages":"650 - 651"},"PeriodicalIF":5.7,"publicationDate":"2022-08-16","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46395591","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}

{"title":"Analyzing the Impact of the Leading Articles in the Journal of Advertising from Its First 50 Years: An Integrative Framework","authors":"Marla B. Royne Stafford, C. R. Taylor","doi":"10.1080/00913367.2022.2100526","DOIUrl":"https://doi.org/10.1080/00913367.2022.2100526","url":null,"abstract":"Abstract This article analyzes and integrates the 60 nominated articles for the best articles in the Journal of Advertising from its first 50 years, with a focus on the final 15 that were selected as the overall best articles. Hence, the purpose of this article is to highlight the contributions of these articles and their overall influence on advertising research. To this end, the authors synthesize these articles into an organizing framework that is used to analyze the contributions of this research collective. The framework also helps to understand distinct aspects of advertising and identify areas of research that can continue to build on the legacy of the contributions of these articles.","PeriodicalId":48337,"journal":{"name":"Journal of Advertising","volume":"51 1","pages":"624 - 642"},"PeriodicalIF":5.7,"publicationDate":"2022-08-16","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44395380","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}

{"title":"Celebrating 50 Years of the Journal of Advertising and Beyond","authors":"Shelly Rodgers","doi":"10.1080/00913367.2022.2106770","DOIUrl":"https://doi.org/10.1080/00913367.2022.2106770","url":null,"abstract":"Welcome to the 50th anniversary special issue of the Journal of Advertising (JA). JA has become what it is today because of the people behind it and the scholarly articles it provides. Over the past 50 years (1972–2022), that equals 202 issues and more than 1,400 published articles. This issue, Volume 51, Issue 5, has several special features. First, we announce those papers selected as the “best” articles for the first 50 years of JA along with those papers that were nominees and semifinalists. Second, we invite you to explore our 50th anniversary special section, “Reimagining Advertising Research: 50 Years and Beyond,” coedited by Jisu Huh and Ron Faber, along with additional articles prepared in honor of JA’s 50th anniversary. In addition, this publication serves as my 15th and final issue of JA after three incredible years as editor in chief, and it’s appropriate to share a few reflections, which you’ll find in my postlude editorial at the end of this issue. Now that you know what you’ll find in these pages, let’s dig into what we mean when we talk about articles thought of as the best. To answer this question, the editorial board commissioned a very special virtual collection selected from articles published in JA over the past five decades. As you might imagine, reviewing and evaluating all of these articles was a complicated endeavor. To choose the initial list of nominees for the best articles covering 1972–2021, a committee cochaired by Marla Royne Stafford and Charles R. Taylor was formed. I appointed committee members, including Les Carlson, Chingching Chang, Patrick de Pelsmacker, Martin Eisend, Wei-Na Lee, Michelle Nelson, Shintaro Okazaki, Cristel Russell, and Esther Thorson. The committee’s procedure included three steps: First, past recipients of the annual JA Best Article Award were named as nominees. Second, subcommittees representing the time periods 1972–1979 and 1980–1988 (before the Best Article Award was implemented) considered citations and other criteria to establish a list of nominees by year. Third, an at-large subcommittee generated additional nominations by considering citations and other criteria from articles from the entire journal covering 1972 to the present. The full committee then voted on the nominees and added those with the most votes to the list of nominees, resulting in 60 best-article nominations in total (see Table 1). Next, members of the American Academy of Advertising selected two to three articles per decade from the list of nominees; articles with the most nominations were designated as semifinalists. Finally, the JA 2021 editorial board voted from the list of semifinalists by selecting one to two articles per decade. The 15 articles (three for each of five decades) with the most votes were selected as the final best articles in 50 years of JA to be featured in a virtual collection commissioned by the editorial board and located on the JAwebsite. A complete list of the results is shown in Table 1. I","PeriodicalId":48337,"journal":{"name":"Journal of Advertising","volume":"51 1","pages":"531 - 534"},"PeriodicalIF":5.7,"publicationDate":"2022-08-16","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48287506","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}

{"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":"51 1","pages":"440 - 449"},"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}