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Journal of Advertising Research最新文献

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If I Understand Why a Product Looks Weird, Will I Buy It? 如果我明白为什么产品看起来怪怪的，我会买吗？
IF 2.5 4区 管理学
Journal of Advertising Research Pub Date : 2023-12-01 DOI: 10.2501/JAR-2023-027
Elizabeth A. Minton, Nathalie Spielmann, Pierrick Gomez
{"title":"If I Understand Why a Product Looks Weird, Will I Buy It?","authors":"Elizabeth A. Minton, Nathalie Spielmann, Pierrick Gomez","doi":"10.2501/JAR-2023-027","DOIUrl":"https://doi.org/10.2501/JAR-2023-027","url":null,"abstract":"Consumers are increasingly exposed to advertising aimed at producing positive reactions toward goods that do not meet aesthetic marketplace standards, such as oddly shaped produce. In this paper, the authors posit that one of the reasons why consumers reject these aesthetically unexpected goods is because they lack a certain causal explanation, which can be clearly communicated through advertising. In four studies, including a field study, consumers exhibited higher preference for aesthetically unexpected goods when advertisements featured low causal uncertainty (i.e., few causes), particularly in comparison with when no causal information was provided. This effect occurred regardless of cause type (human versus natural).","PeriodicalId":51400,"journal":{"name":"Journal of Advertising Research","volume":null,"pages":null},"PeriodicalIF":2.5,"publicationDate":"2023-12-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"138624323","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"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
Navigating the Rapid Currents Of Advertising 在广告的急流中航行
IF 2.5 4区 管理学
Journal of Advertising Research Pub Date : 2023-12-01 DOI: 10.2501/JAR-2023-028
Colin Campbell
{"title":"Navigating the Rapid Currents Of Advertising","authors":"Colin Campbell","doi":"10.2501/JAR-2023-028","DOIUrl":"https://doi.org/10.2501/JAR-2023-028","url":null,"abstract":"","PeriodicalId":51400,"journal":{"name":"Journal of Advertising Research","volume":null,"pages":null},"PeriodicalIF":2.5,"publicationDate":"2023-12-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"138609684","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"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
Does Childhood Exposure to a Brand Improve Brand Name Recognition? 儿童时期接触品牌是否能提高品牌认知度?
4区 管理学
Journal of Advertising Research Pub Date : 2023-11-14 DOI: 10.2501/jar-2023-025
Peilin Phua, Bill Page, Giang Trinh, Nicole Hartnett, Rachel Kennedy
{"title":"Does Childhood Exposure to a Brand Improve Brand Name Recognition?","authors":"Peilin Phua, Bill Page, Giang Trinh, Nicole Hartnett, Rachel Kennedy","doi":"10.2501/jar-2023-025","DOIUrl":"https://doi.org/10.2501/jar-2023-025","url":null,"abstract":"The age-of-acquisition effect suggests that things learned early in life, including brand names, are recognized faster and more accurately. This study confirms this effect but cautions that the managerial impact of age of acquisition is small. Brand exposure frequency and usage recency have a far greater effect on recognition than age of acquisition. The strongest age-of-acquisition effect is observed among individuals who are unfamiliar with the brand, suggesting that repetition, such as in advertising, is necessary. Respondents were slower to identify brands released before they turned 15, indicating that memorybased processes occur for early-learned brands, whereas late-learned brands relied more on processes that were not memory based, such as guessing.","PeriodicalId":51400,"journal":{"name":"Journal of Advertising Research","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2023-11-14","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"134991543","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"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
How Video Cover Images Influence Pre-Roll Advertisement Clicks 视频封面图片如何影响卷前广告点击量
4区 管理学
Journal of Advertising Research Pub Date : 2023-10-27 DOI: 10.2501/jar-2023-024
Mingyue Zhang, Jiang Qian, Jiaqi Cao
{"title":"How Video Cover Images Influence Pre-Roll Advertisement Clicks","authors":"Mingyue Zhang, Jiang Qian, Jiaqi Cao","doi":"10.2501/jar-2023-024","DOIUrl":"https://doi.org/10.2501/jar-2023-024","url":null,"abstract":"","PeriodicalId":51400,"journal":{"name":"Journal of Advertising Research","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2023-10-27","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"136316833","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"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
How Does Retargeting Work For Different Gen Z Mobile Users? 如何针对不同的Z世代移动用户进行重新定位?
4区 管理学
Journal of Advertising Research Pub Date : 2023-10-23 DOI: 10.2501/jar-2023-023
Yllka Azemi, Wilson Ozuem
{"title":"How Does Retargeting Work For Different Gen Z Mobile Users?","authors":"Yllka Azemi, Wilson Ozuem","doi":"10.2501/jar-2023-023","DOIUrl":"https://doi.org/10.2501/jar-2023-023","url":null,"abstract":"Scholars of retargeting have increasingly recognized that consumers’ choice decisions can often be affected by the stage of their decision making. The challenge for both researchers and practitioners is to understand and provide retargeting that leads to conversions by the second round of communication. Drawing on an interpretive perspective and utilizing the expectancy theory of motivation, the authors of the current study interviewed 40 Gen Z mobile phone customers ages 18–24 years across four settings (U.S.A., Germany, Switzerland, and Kosovo) about their experiences of retargeting in the luxury fashion industry. Results show that customers share similarities in their evaluation of the first retargeting advertisement, but analysis revealed three types of customers (indifferent, seeker, and meticulous) with differing evaluations of the second retargeting advertisement.","PeriodicalId":51400,"journal":{"name":"Journal of Advertising Research","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2023-10-23","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135368181","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"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
Can We Turn ASMR Experiences Into Advertising? 我们能将ASMR体验转化为广告吗?
4区 管理学
Journal of Advertising Research Pub Date : 2023-10-16 DOI: 10.2501/jar-2023-022
Susanna S. Lee, Huan Chen
{"title":"Can We Turn ASMR Experiences Into Advertising?","authors":"Susanna S. Lee, Huan Chen","doi":"10.2501/jar-2023-022","DOIUrl":"https://doi.org/10.2501/jar-2023-022","url":null,"abstract":"Despite the emergence of autonomous sensory meridian response (ASMR) as a marketing tool, limited research has explored its effectiveness. This study uses in-depth interviews and social media text mining to examine college-aged consumers’ experiences, uses, and interpretations of ASMR content and advertising. Regarding ASMR content, themes that emerged include sensations described as weird at first but later “tingles,” relaxation, stress and anxiety management, use as a sleep-aid tool, and experiences enhanced with earphones. For ASMR advertising, themes encompass attention-grabbing, product-centered approaches; targeting young people; and friendly, soft-speaking voices. Sentiment analysis of 7,724 YouTube comments on IKEA’s ASMR campaign revealed that 24 percent of the total comments were categorized as positive.","PeriodicalId":51400,"journal":{"name":"Journal of Advertising Research","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2023-10-16","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"136113860","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"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
Purpose Advertising And the Credibility Gap 目的广告与信誉差距
4区 管理学
Journal of Advertising Research Pub Date : 2023-09-25 DOI: 10.2501/jar-2023-021
Tyler Milfeld, Eric Haley
{"title":"Purpose Advertising And the Credibility Gap","authors":"Tyler Milfeld, Eric Haley","doi":"10.2501/jar-2023-021","DOIUrl":"https://doi.org/10.2501/jar-2023-021","url":null,"abstract":"One approach to purpose advertising is brand activism—taking a stand on a sociopolitical issue. This research compares divergent perspectives on whether and how brand activism influences brand attitudes and purchase intentions. Results from three studies, in which real-world brands and messages were used, identify a credibility gap between brands with a reputation for activism (established activist brands) and those without a reputation (emergent activist brands). Findings also reveal how personal issue knowledge moderates the credibility gap. Among other contributions, this research creates a new brand typology in the brand activism arena and empirically demonstrates a more favorable effect for established (versus emergent) activist brands when taking a stand.","PeriodicalId":51400,"journal":{"name":"Journal of Advertising Research","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2023-09-25","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135817206","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"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
Ready or Not, Generative AI Is Here to Stay 是否准备好，生成人工智能将继续存在
4区 管理学
Journal of Advertising Research Pub Date : 2023-09-01 DOI: 10.2501/jar-2023-019
Colin Campbell
{"title":"Ready or Not, Generative AI Is Here to Stay","authors":"Colin Campbell","doi":"10.2501/jar-2023-019","DOIUrl":"https://doi.org/10.2501/jar-2023-019","url":null,"abstract":"![Figure][1]</img> The emergence of ChatGPT has thrust discussion of generative artificial intelligence (AI) into the mainstream. Although it is only one example of a host of new AI tools that are entering the market, the accessibility and power of ChatGPT has sparked both excitement and concern.","PeriodicalId":51400,"journal":{"name":"Journal of Advertising Research","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2023-09-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135248652","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"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
Special Issue Preview 特别发行预览
4区 管理学
Journal of Advertising Research Pub Date : 2023-09-01 DOI: 10.2501/jar-2023-020
Marla B. Royne Stafford
{"title":"Special Issue Preview","authors":"Marla B. Royne Stafford","doi":"10.2501/jar-2023-020","DOIUrl":"https://doi.org/10.2501/jar-2023-020","url":null,"abstract":"","PeriodicalId":51400,"journal":{"name":"Journal of Advertising Research","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2023-09-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135255638","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"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
Advertising Eco-Friendly Behavior To Young Adults: “Sweat” or “Do Good”? 向年轻人宣传环保行为:“流汗”还是“做好事”?
4区 管理学
Journal of Advertising Research Pub Date : 2023-09-01 DOI: 10.2501/jar-2023-018
Sandra Praxmarer-Carus, Constanze Gathen
{"title":"Advertising Eco-Friendly Behavior To Young Adults: “Sweat” or “Do Good”?","authors":"Sandra Praxmarer-Carus, Constanze Gathen","doi":"10.2501/jar-2023-018","DOIUrl":"https://doi.org/10.2501/jar-2023-018","url":null,"abstract":"Appeals in environmental advertising often refer to the caring aspect of the eco-friendly behavior they promote, such as “Take care of our planet.” Being caring, however, is perceived as feminine, and associations with femininity can constitute a barrier to ecofriendly decisions among men, especially among young men who tend to be the least eco-friendly individuals. The experiment presented in this paper was focused on young adults. When decision involvement was low, a care appeal, compared with a gender-neutral physical activity appeal, decreased eco-friendly intentions among males. Perceived self-congruence mediated the effect. This research recommends green appeals that are perceived as gender neutral.","PeriodicalId":51400,"journal":{"name":"Journal of Advertising Research","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2023-09-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135248664","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"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
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