Advances in Advertising Research IX - Power to Consumers

Advances in Advertising Research: Power to Consumers

Table of Contents

Part I – Going Beyond: Persuading the Consumer with New Advertising Formats

1Emotion in a 360-Degree vs. Traditional Format Through EDA, EEG and Facial Expressions

1 Introduction

2 Theoretical Background

2.1 Emotion and Advertising

2.2 Emotion and 360-Degree Video

2.3 Measuring Emotional Responses to Video Ads

3 Method

3.1 Sample

3.2 Design, Stimuli and Apparatus

3.3 Procedure

3.4 Data Processing

4 Results

5 Discussion and Implications

6 Limitations and Future Research

7 Acknowledgements

8 References

2“Fool’s Gold”: Linking Materialism to Persuasion Knowledge Activation and Susceptibility to Embedded Advertising

1 Introduction

2 Theoretical Framework

2.1 Materialism and Persuasion Knowledge Activation

2.2 Materialism and Brand Responses

2.3 Materialism and Attitude Towards Embedded Advertising

3 Methods and Results

3.1 Materialism and Persuasion Knowledge Activation (RQ1)

3.2 Materialism and Brand Responses (RQ2)

3.3 Materialism and Attitude Towards Embedded Advertising (RQ3)

4 Conclusion and Discussion

4.1 Limitations, Future Research, and Implications

5 References

3The Role of Big Data in Programmatic TV Advertising

1 Introduction

2 Literature Review

2.1 Mass versus Addressable TV Advertising

2.2 Introducing Programmatic Advertising

2.3 Programmatic TV Advertising

2.4 Data Types for Programmatic TV Advertising

2.5 Expectations on the Predictive Power of Different Data Types

3 Method

4 Results

5 Discussion

6 References

4Me, Myself or the Blogger? How to Use Instagram as a Content Platform to Promote Products from the Company’s Perspective

1 Introduction

1.1 Using Social Networks to Influence Consumers

1.2 Options of Companies for Using Instagram

1.3 Gap in Prior Research

1.4 Objective of this Study

2 Theoretical Considerations and Prior Research

2.1 Either Company or Influencer as Source of Information on Instagram

2.2 Either Company Post or Company Ad on Instagram

2.3 Degree of Explicitness of Company Sponsorship of the Influencer

3 Study

4 Implications for Practice

5 References

5The Effects of Engaging with Content Marketing on Business Outcomes for B2B Service Providers

1 Introduction

2 Background

2.1 What is Content Marketing (CM)?

2.2 Content, Engagement Behaviors and Business Outcomes

3 Methods

3.1 Data

3.2 Model Framework

3.3 Model Specification and Variables

4 Results

5 Conclusion and Discussion

6 References

Part II – Getting Inside the Game: Effectiveness of In-Game Advertising

6Advertising Effects of In-Game-Advertising vs. In-App-Advertising

1 Introduction

2 Theoretical Framework and Research Questions

3 Method

4 Results

5 Discussion, Limitations and Managerial Implications

6 Acknowledgements

7 References

7The Effectiveness of In-Game Advertising: Examining the Influence of Ad Format

1 Introduction

2 Literature Review

2.1 The Impact of Ad Format on the Effectiveness of In-Game Advertising

2.2 Brand Type

2.3 Brand Prominence

2.4 Ad Type

3 Method

3.1 Experiment 1: Brand Type

3.2 Experiment 2: Brand Prominence

3.3 Experiment 3: Ad Type

3.4 Procedure

3.5 Measures

4 Results

4.1 Experiment 1: Brand Type

4.2 Experiment 2: Brand Prominence

4.3 Experiment 3: Ad Type

5 Discussion and Implications

6 References

8Keeping It Real: Applying Realistic Periods of Gameplay to the Study of Recall and Recognition of In-Game Advertising in a Console Video Game

1 Introduction

2 Research Objective

3 Method

3.1 Sample and Procedure

3.2 Measurement

4 Findings

4.1 Recognition

4.2 Recall

5 Discussion and Implications

6 Limitations and Future Research

7 References

Part III – How to Create Your Ad: An Insight into the Effects of Advertising Execution Styles

9How Accent and Pitch Affect Persuasiveness in Radio Advertising

1 Introduction

2 Theoretical Development

2.1 Accent and Its Application

2.2 Accent and Authenticity in Restaurants

2.3 Vocal Pitch, Voice Likeability, Ad Attitude and Purchase Intention

3 Method

3.1 Experimental Design

3.2 Participants

3.3 Stimuli

3.4 Procedure

3.5 Measures

4 Result

4.1 Manipulation Checks

4.2 Descriptive Statistics

4.3 Hypotheses Testing

4.4 Regression and Mediation Analyses

5 Discussion

6 Contribution, Limitation and Future Research

7 References

10Less is More or Less is A Bore?

1 Introduction and Purpose of the Study

2 Literature Review

2.1 Minimal, Visual Rhetoric, Aad and Abr

2.2 Minimal, Visual Rhetoric and Comprehension

3 Methodology

4 Analysis of Results

5 Conclusions

6 Limitations and Further Research

7 References

11The Positive Effect of Green versus Conventional Brand Placement: The Roles of Brand Warmth and Persuasion Knowledge

1 Introduction

2 Theoretical Background

2.1 Brand Placement of Green versus Conventional Brands

2.2 Brand Warmth

2.3 Persuasion Knowledge

3 Method

3.1 Pretest

3.2 Main Experiment

3.2.1 Participants and Design

3.2.2 Procedure

3.2.3 Measures

4 Results and Discussion

4.1 Manipulation Checks and Control Variables

4.2 Randomization Check

4.3 Main Analyses

4.3.1 The Mediating Role of Brand Warmth

4.3.2 The Mediating Role of Persuasion Knowledge

5 General Discussion

5.1 Limitations and Suggestions for Future Research

5.2 Implications

6 References

12 Advertising Effects of Religious Stereotypes: The Moderating Influence of Context News Valence

1 Introduction

2 Theoretical Background

3 Method

3.1. Stimulus and Pretests

3.2. Participants

3.3. Procedure and Measures

4 Results

5 Discussion

6 References

13Beyond Demographics: Enhancing Media Planning with Emotional Variables

1 Introduction

2 Background and Support for a New Emotion-Based Approach

3 Kahneman’s Thinking Fast and Thinking Slow as a Base

4 A Basis for the New Planning Model

5 Developing Ways to Measure The Emotional Variable of Implusivity

6 Concept Proof

6.1. The Research Approach

6.2. Step One

7 Testing the Concept with Consumers

7.1. Step Two

7.2. Step Three

8 Conclusions and Next Steps

9 Limitations

10 References

14Superiority Theory and Disparagement Humor: The Role of Gelotophobia, Gelotophilia, and Katagelasticism

1 Introduction and Purpose of the Study

2 Conceptual Framework

3 Methodology

3.1. Method and Sample

3.2. Measurement

4 Results

4.1. Confirmatory Factor Analysis (CFA)

4.2. Hypotheses Testing

5 Discussion and Conclusions

6 Directions for Future Research

7 References

Part IV – Doing Good: Corporate Social Responsibility and Consumer Protection

15How Can Entertainment Fight Childhood Obesity? A Study Using Nutriventures Series

1 Introduction

2 Literature Review and Hypotheses

2.1. Childhood Obesity

2.2. Edutainment

2.3. Age as a Moderator of the Impact of Edutainment on Healthy Eating

2.4. BMI as a Moderator of the Impact of Edutainment on Healthy Eating

3 Methodology

4 Results

5 Discussion

6 References

7 Appendix – Children’s Questionnaire

16Consumer Responses to Corporate Social Responsibility Communication in Hong Kong

1 Introduction

2 Literature Review and Hypothesis Development

2.1. CSR and its Outcomes

2.2. Consumer Responses to CSR Information

2.2.1 CSR Perceptions and Purchase Intentions

2.2.2 Consumer Perceived Value

2.2.3 Consumer Trust

2.2.4 Consumer Perceived Value and Trusting Beliefs as Mediators

3 Study

3.1. Research Methodology and Data Collection

3.2. Data Analysis and Results

4 Discussion, Implications, and Limitations

5 References

17Emotional Claims in CSR Tweets: The Moderating Role of CSR Message Fit

1 Introduction

2 Theoretical Framework

2.1. Effects of Emotional Claims in CSR Tweets

2.2. The Moderating Influences of CSR Message Fit

3 Method

4 Results

5 Discussion and Theoretical Implications

6 Implications for Practitioners

7 Limitations and Future Research

8 Acknowledgments

9 References

18“For Risks and Side Effects, Ask Your Doctor or Pharmacist.” Cross-Cultural Consumer Responses to Pharmaceutical Advertising Regulation – Evidence from Brazil, Germany and the US

1 Introduction

2 Literature Review, Hypotheses and Research Questions

2.1 Pharmaceutical Advertising

2.2 Attitudes and Skepticism in (Pharmaceutical) Advertising Research

2.3 Influence of Regulatory Oversight

3 Empirical Study

4 Results

5 Discussion, Limitations and Directions for Future Research

6 References

Part V – Let Them Talk: How to Increase and Evaluate Word of Mouth

19Increasing Brand Experiences and Word of Mouth in Experiential Retailing - A Cross-Cultural Perspective

1 Introduction

2 Conceptual Background

2.1 Brand Pop-up Store Characteristics

2.2 Brand Experience and Word of Mouth

2.3 Role of National Culture

3 Hypotheses Development

4 Method

4.1 Research Setting

4.2 Measures

4.3 Scale Reliability and Validity

5 Analysis and Results

5.1 Measurement Model

5.2 Structural Model

6 Discussion and Implications

7 References

20Now and Wow! How Temporal Characteristics Affect the Word of Mouth of Topical Advertising

1 Introduction

2 Temporal Location

3 Temporal Responsiveness

4 Method

4.1 Sample and Procedure

4.2 Measures

4.2.1 Word of Mouth

4.2.2 Temporal Location

4.2.3 Temporal Responsiveness

4.2.4 Control Variables

5 Results

6 Discussion and Implications

7 Acknowledgements

8 References

21When Do We Trust Online Reviews by Similar vs. Dissimilar Users? An Application of Construal Level Theory

1 Introduction

2 Theoretical Background

2.1 Effects of Sources and Message Types in Online Reviews

2.2 Application of Construal Level Theory (CLT)

2.3 Interactions of Time, Message Source, and Arguments

3 Method

3.1 Sample

3.2 Independent Variables and Stimulus Material

3.3 Dependent Measures

3.4 Further Measures and Manipulation Check

4 Results

4.1 Manipulation Checks

4.2 Hypothesis Tests

4.3 Additional Analyses

5 Discussion

6 References

Part VI – It's All About Context: Situational Influences on Advertising Effects

22The Embodied Retail Consumer: Physical Effort in Shopping-Related Tasks and its Impact on Reactions to Messages

1 Introduction

2 Theoretical Framework and Hypotheses

3 Method

3.1 Stimuli, Procedure, and Participants

3.2 Measures

4 Results

5 Discussion

5.1 Summary of Main Findings

5.2 Contributions

5.3 Managerial Implications

5.4 Limitations and Suggestions for Further Research

6 References

23The Impact of Social Exclusion and Permeability on Consumers' Responses towards Advertising

1 Introduction

1.1 Social Exclusion

1.2 Permeability

2 Method

2.1 Pretest

2.2 Sample and Procedure

2.3 Measurement

3 Results

4 Discussions and Implications

5 Acknowledgment

6 References

24The Moderating Role of Mood in Consumer Response to Scent Cues in Advertising

1 Introduction

2 Literature Review and Theoretical Framework

2.1 Consumer Response to Scent in Advertising

2.2 Scent Cues and the Advertised Product

2.3 The Role of Consumer Pre-exposure Mood

3 Methodology

4 Results

4.1 Manipulation Check

4.2 Validity and Reliability

4.3 Empirical Findings

5 Discussion and Implications

6 References

25The Effects of Acculturation to Global Consumer Culture on Impulsive Buying and Attitudes Towards Advertising in General

1 Introduction

2 Literature Review

2.1 Acculturation to Global Consumer Culture

2.2. Impulsive Buying and Attitudes Towards Advertising

3 Hypotheses Development

4 Research Design and Measures

4.1 Measurement Procedures

5 Results

6 Discussion

7 References