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The Impact of Victims’ Imagery On Charity Crowdfunding Campaigns 受害者形象对慈善众筹活动的影响
IF 2.5 4区 管理学
Journal of Advertising Research Pub Date : 2022-09-15 DOI: 10.2501/jar-2022-021
Gadi Buskila, Dikla Perez
{"title":"The Impact of Victims’ Imagery On Charity Crowdfunding Campaigns","authors":"Gadi Buskila, Dikla Perez","doi":"10.2501/jar-2022-021","DOIUrl":"https://doi.org/10.2501/jar-2022-021","url":null,"abstract":"As fundraising becomes more competitive, charitable organizations increasingly invest in maximizing the effectiveness of their appeals. The current study shows that, all else being equal, a campaign photo portraying victims who do not seem to be engaged in any form of self-help will elicit lower donations compared with a photo that triggers the perception that victims are taking action to address their circumstances. Campaigns may be more successful if they use images that do not show victims rather than images of victims not engaged in self-help.","PeriodicalId":51400,"journal":{"name":"Journal of Advertising Research","volume":null,"pages":null},"PeriodicalIF":2.5,"publicationDate":"2022-09-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44164609","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: 2
The Quest for Consumers’ Attention: Exploring Ad Tools, Tactics, and Devices 寻求消费者注意力:探索广告工具、策略和设备
IF 2.5 4区 管理学
Journal of Advertising Research Pub Date : 2022-09-01 DOI: 10.2501/JAR-2022-019
John B. Ford, Colin L. Campbell
{"title":"The Quest for Consumers’ Attention: Exploring Ad Tools, Tactics, and Devices","authors":"John B. Ford, Colin L. Campbell","doi":"10.2501/JAR-2022-019","DOIUrl":"https://doi.org/10.2501/JAR-2022-019","url":null,"abstract":"","PeriodicalId":51400,"journal":{"name":"Journal of Advertising Research","volume":null,"pages":null},"PeriodicalIF":2.5,"publicationDate":"2022-09-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41824006","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
Roadblock Advertising In the Digital Context 数字背景下的路障广告
IF 2.5 4区 管理学
Journal of Advertising Research Pub Date : 2022-09-01 DOI: 10.2501/JAR-2022-018
B. Parida, C. R. Taylor, Abhishek
{"title":"Roadblock Advertising In the Digital Context","authors":"B. Parida, C. R. Taylor, Abhishek","doi":"10.2501/JAR-2022-018","DOIUrl":"https://doi.org/10.2501/JAR-2022-018","url":null,"abstract":"Roadblock advertising involves limiting or blocking access to competing advertisements for a period of time and can be a useful option in the face of media fragmentation. This study introduces roadblock advertising to the academic literature, defines it, and proposes a typology of formats of this type of advertising. Three experimental studies are presented that compare the effectiveness of roadblock advertising with conventional “full-load” advertising; examine the effectiveness of two different types of roadblock advertising—within pod (concentrated) versus across pod (distributed); and compare the effects of within-pod and across-pod roadblock advertising for new versus familiar brands. Findings suggest that roadblock advertising has high potential for advertisers and is an effective technique for breaking through clutter.","PeriodicalId":51400,"journal":{"name":"Journal of Advertising Research","volume":null,"pages":null},"PeriodicalIF":2.5,"publicationDate":"2022-09-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48857081","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
A Legacy of Breakthrough Research And Respect for Tradition 突破性研究的遗产和对传统的尊重
IF 2.5 4区 管理学
Journal of Advertising Research Pub Date : 2022-09-01 DOI: 10.2501/JAR-2022-020
Scott C. McDonald
{"title":"A Legacy of Breakthrough Research And Respect for Tradition","authors":"Scott C. McDonald","doi":"10.2501/JAR-2022-020","DOIUrl":"https://doi.org/10.2501/JAR-2022-020","url":null,"abstract":"","PeriodicalId":51400,"journal":{"name":"Journal of Advertising Research","volume":null,"pages":null},"PeriodicalIF":2.5,"publicationDate":"2022-09-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46698451","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 Deepfakes and Artificial Intelligence Could Reshape the Advertising Industry 深度造假和人工智能将如何重塑广告业
IF 2.5 4区 管理学
Journal of Advertising Research Pub Date : 2022-08-18 DOI: 10.2501/jar-2022-017
Colin Campbell, Kirk Plangger, S. Sands, Jan H. Kietzmann, Kenneth Bates
{"title":"How Deepfakes and Artificial Intelligence Could Reshape the Advertising Industry","authors":"Colin Campbell, Kirk Plangger, S. Sands, Jan H. Kietzmann, Kenneth Bates","doi":"10.2501/jar-2022-017","DOIUrl":"https://doi.org/10.2501/jar-2022-017","url":null,"abstract":"Creative artificial intelligence technologies (e.g., deepfakes, generative adversarial networks) are enabling new ways of producing and editing the audio and visual content in advertising. These new tools highly automate extreme changes to—and the entire generation of—advertisements. Examples range from changing a model’s skin tone, age, or gender to swapping the entire body or voice of a model. This investigation finds that these creative tools may cause potentially dramatic changes in how advertisements are conceived, produced, edited, and targeted. This paper explores these changes, along with related ethical issues and areas of needed research.","PeriodicalId":51400,"journal":{"name":"Journal of Advertising Research","volume":null,"pages":null},"PeriodicalIF":2.5,"publicationDate":"2022-08-18","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47902135","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: 7
Can a Whisper Boost Recall Of Video Advertisements? 耳语能提高视频广告的召回率吗？
IF 2.5 4区 管理学
Journal of Advertising Research Pub Date : 2022-08-01 DOI: 10.2501/jar-2022-016
S. Sands, Colin Campbell, Alexis Mavrommatis, Veronika Kadomskaia
{"title":"Can a Whisper Boost Recall Of Video Advertisements?","authors":"S. Sands, Colin Campbell, Alexis Mavrommatis, Veronika Kadomskaia","doi":"10.2501/jar-2022-016","DOIUrl":"https://doi.org/10.2501/jar-2022-016","url":null,"abstract":"Autonomous sensory meridian response (ASMR) is an increasingly popular YouTube trend and has recently crossed into the advertising domain. Mainstream brands have all developed advertisements featuring ASMR in recent years; however, little is known about the effects of ASMR. Across four experiments, the authors investigate the effect of ASMR, versus that of normal audio, in advertisements and show that it positively affects recall. The authors also explore the process through which these effects occur, showing how ASMR experience intensity, immersion, and narrative transportation serially mediate the effect. With this set of studies, the authors provide initial evidence as to how ASMR can be used in advertisements to enhance recall.","PeriodicalId":51400,"journal":{"name":"Journal of Advertising Research","volume":null,"pages":null},"PeriodicalIF":2.5,"publicationDate":"2022-08-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"49418382","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: 2
How Consumers Process Unexpected Online Advertisements 消费者如何处理意想不到的网络广告
IF 2.5 4区 管理学
Journal of Advertising Research Pub Date : 2022-07-11 DOI: 10.2501/jar-2022-015
E. Cherif, T. Baccino
{"title":"How Consumers Process Unexpected Online Advertisements","authors":"E. Cherif, T. Baccino","doi":"10.2501/jar-2022-015","DOIUrl":"https://doi.org/10.2501/jar-2022-015","url":null,"abstract":"Online advertisements compete for consumer attention. This research investigates the effects of unexpected features in advertising such as motion and abrupt onset. The authors used a within-subject design to analyze the effects of three levels of advertising unexpectedness: high versus moderate versus low during both goal-oriented and free-browsing tasks. To that end, they recorded participant eye movements and measured the attitude toward the advertisement format and perceived intrusiveness. Results show that highly unexpected advertisements captured more attention in both tasks. Moreover, low and high levels of advertising unexpectedness attracted more attention in goal-oriented tasks and were associated with a more favorable attitude toward the advertisement and less perceived intrusiveness. The study further discussed theoretical and managerial implications of the findings.","PeriodicalId":51400,"journal":{"name":"Journal of Advertising Research","volume":null,"pages":null},"PeriodicalIF":2.5,"publicationDate":"2022-07-11","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42750324","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 Personalization or Creativity Reduce Banner Blindness? 个性化或创造性能减少广告盲目性吗?
IF 2.5 4区 管理学
Journal of Advertising Research Pub Date : 2022-07-04 DOI: 10.2501/jar-2022-014
Farzad Abedi, S. Koslow
{"title":"Can Personalization or Creativity Reduce Banner Blindness?","authors":"Farzad Abedi, S. Koslow","doi":"10.2501/jar-2022-014","DOIUrl":"https://doi.org/10.2501/jar-2022-014","url":null,"abstract":"To counter banner blindness, practitioners often use a media-based personalized advertising strategy to target consumers. Another approach, however, is suggested here, a creativity-based strategy. To compare the two strategies, the authors explored a psychology framework—executive functions—that explains why a creativity-based strategy may work better in some situations. Two key executive functions, inhibitory control and working memory, keep consumers focused on media content rather than on banner advertisements. Highly creative advertising, however, activates another executive function, cognitive flexibility, which counters inhibitory control, so advertisements sometimes get increased attention. The authors applied an eye-tracking experiment and took several measures of advertisement effectiveness. Contrary to expectations, personalized advertising was found to lead to better memory responses, moderately higher attention, and somewhat more positive brand attitudes when consumers are casually surfing. Highly creative advertising, however, still garnered more attention overall and also led to even more positive brand attitudes when consumers were using media in a goal-directed way. Although the authors argue that a creativity approach may work better in most situations, it is also possible that both strategies can be implemented at the same time.","PeriodicalId":51400,"journal":{"name":"Journal of Advertising Research","volume":null,"pages":null},"PeriodicalIF":2.5,"publicationDate":"2022-07-04","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44210892","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: 1
Effects of Privacy Involvement, Usefulness, and Emotional Responses of AI Technology on Attitudes toward Personalized Advertising and Ad Avoidance 人工智能技术的隐私介入、有用性和情绪反应对个性化广告和广告回避态度的影响
IF 2.5 4区 管理学
Journal of Advertising Research Pub Date : 2022-06-30 DOI: 10.16914/ar.2022.133.5
Woo-Jun Jong
{"title":"Effects of Privacy Involvement, Usefulness, and Emotional Responses of AI Technology on Attitudes toward Personalized Advertising and Ad Avoidance","authors":"Woo-Jun Jong","doi":"10.16914/ar.2022.133.5","DOIUrl":"https://doi.org/10.16914/ar.2022.133.5","url":null,"abstract":"","PeriodicalId":51400,"journal":{"name":"Journal of Advertising Research","volume":null,"pages":null},"PeriodicalIF":2.5,"publicationDate":"2022-06-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"88198136","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 Advertisements Mixing Black and White Actors Affect Consumer Intent 黑人和白人混合广告如何影响消费者意愿
IF 2.5 4区 管理学
Journal of Advertising Research Pub Date : 2022-06-06 DOI: 10.2501/jar-2022-013
E. Mai, Diana L. Haytko, Brian J. Taillon
{"title":"How Advertisements Mixing Black and White Actors Affect Consumer Intent","authors":"E. Mai, Diana L. Haytko, Brian J. Taillon","doi":"10.2501/jar-2022-013","DOIUrl":"https://doi.org/10.2501/jar-2022-013","url":null,"abstract":"Although racism against those who do not look like us has been around since before the founding of the United States, it has not diminished as our country becomes more diverse. Using three experimental studies, this research examines how actor race and social tie strength translate into consumer responses to advertising messages. The findings show significant indirect effects of actor race on purchase intention through the three serial mediators of authenticity, attitude toward the advertisement, and word of mouth when social ties are strong.","PeriodicalId":51400,"journal":{"name":"Journal of Advertising Research","volume":null,"pages":null},"PeriodicalIF":2.5,"publicationDate":"2022-06-06","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46999691","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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