Advances in Advertising Research (Vol. XI): Designing and Communicating Experience

Description

This book provides insights into the inspiring and multifaceted field of advertising research, which is confronted with challenges regarding ad content and execution, media placement, as well as online and social media. Distinguishing between digital, classic, subtle and alternative advertising formats, renowned scholars from around the globe contribute state-of the-art research on these issues in 23 chapters. Advances in Advertising Research are published by European Advertising Academy (EAA). This volume is a compilation of research presented at the 18th International Conference in Advertising (ICORIA), which was held in Krems (Austria) in June 2019. The conference gathered around 150 participants from all over the world. ​ Contents 1 Construct Confusion in Advertising Research 1 Introduction 2 Method 3 Findings 4 Discussion Tables References 2 Does a Lack of Control Alter Associative Structure of Brands? The Effects for Positioning Familiar and Unfamiliar Brands 1 Introduction 1.1 Consequences of Lack of Control for Consumer Behavior 1.2 Associative Structure of the Mind in Brands’ Positioning 1.3 Brand Familiarity and an Associative Structure of the Mind 1.4 Hypotheses and Research Question 2 METHOD 2.1 Participants and Design 2.2 Materials and Procedure 2.3 The Affinity Index as a Measure of Similarity Derived from Associations 2.4 The Measurement of Similarity Based on Scales 2.5 Criteria for the Qualitative Analysis of Associations 3 Results 3.1 Similarity Derived from Associations 3.2 Similarity Evaluated on Scales 3.3 Qualitative Analysis of Associations 4 Conclusions References 3 Which Message Frames and Forms Best Promote Political Campaigns via Social Media? 1 Introduction 2 Literature Review 3 Methodology 4 Results 5 Discussion References 4 Can It Hurt to Be Honest About Nudging? the Impact of a (Disclosed) Social Norm Nudge on Food Preferences and Choice 1 Introduction 2 Literature Review and Hypotheses 2.1 Social norm nudge 2.2 Disclosure 3 Method 3.1 Participants 3.2 Procedure 3.3 Measures 4 Results 4.1 Food Preferences 4.2 Food choice 4.3 Exploratory results 5 Discussion 6 Limitations and Suggestions for Future Research References 5 The Impact of Source Credibility on Irish Millennials’ Brand Attitudes and Perceptions of Brand Credibility: A Study of Instagram Influencers’ Health and Fitness Endorsements 1 Introduction 2 The Relationship Between Source Credibility and Brand Attitudes and Credibility 2.1 Source Credibility Theory 2.2 Source Credibility Constructs: Trustworthiness, Expertise and Attractiveness 2.3 Brand Attitude and Brand Credibility 2.4 Endorser and Consumer Gender 3 Research Methodology 3.1 Study Sampling 3.2 Research Strategy and Subject Participation 3.3 Operationalisation and Survey Design 4 Analysis and Results 4.1 Data Preparation and Outlier Identification 4.2 Results: Gender Differences in Source Credibility, Brand Attitudes, Brand Credibility 5 Correlation Analysis Pearson 6 Linear and Multiple Regression 7 Discussion 8 Figures 8.1 Source Credibility Scale (Ohanian 1990) 8.2 Brand Attitude Scale (Sengupta et al. 2002) 8.3 Brand Credibility Scale (Erdem and Swait 2004) 8.4 Independent T-Test Comparing Gender Differences in Mean Scores on Constructs 8.5 Pearson Correlation Between Constructs 8.6 Summary of All Linear and Multiple Regression Results References 6 General Language Use, Language Proficiency and Language Attitudes as Predictors of Consumer Response to the Use of Spanish and English in Advertising in Chile and Mexico 1 Introduction 2 Theoretical Rramework: Predictors of Consumer Response to Ads Using English or Consumer’s Native Language 3 Research Questions 4 Method 4.1 Design and Materials 4.2 Participants and Procedure 4.3 Dependent and Control Variables 5 Results 5.1 General use of Spanish, Proficiency in Spanish and Attitudes to Spanish as Predictors of Consumer Response to Spanish Ads 5.2 General Use of English, Proficiency in English and Attitudes to English as Predictors of Consumer Response to English Ads 6 Conclusion and Discussion References 7 Disclaimers in Real Estate Print Advertisements 1 Introduction 2 Literature Review 3 Methodology 4 Results 4.1 CGI 4.2 Home Repossession 4.3 Price Change 4.4 Incentives and Offers Are Not Guaranteed 4.5 Purchase Not Guaranteed 4.6 Source of Information 5 Discussion 6 Conclusion References 8 “Trust Me, I’m an Advertiser”. The Influence of Message Sidedness and Advertiser Credibility on Readers’ Perceptions of Native Advertisements 1 Introduction 2 Conceptual Framework 2.1 Advertiser Credibility 2.2 Message Sidedness 2.3 The Joint Effect of Message Sidedness and Source Credibility 3 Methodology 3.1 Pre-test 3.2 Main Study 4 Results 5 Discussion and conclusion References 9 A Thematic Exploration of Strong Emotional Appeals Based on Evolutionary Psychology 1 Introduction 2 Theoretical Framework 2.1 Evolutionary Psychology 2.2 Human Goals 2.3 Evolutionary Goals and Emotional Appeals 2.4 Differences According to Life History Variables 3 Preliminary Study 3.1 Method 3.2 Results 4 Main Study 4.1 Method 4.2 Results 5 Conclusion and Discussion References 10 Half a Century of Super Bowl Commercials: A Content Analysis of Humorous Advertising Styles 1 Introduction 2 Background 3 Super Bowl 4 Sampling Frame and Method 5 Results 6 Discussion 7 Limitations and Future Research References 11 Should Companies Use Tattooed Models in Their Advertisements? 1 Introduction 2 Theoretical Considerations 3 Study 1: Exploratory Investigations of Gender Effects 4 Study 2: Effect of Using Tattooed Female Models on Responses of Young Female Consumers 5 Study 3: Replication Study 6 Study 4: Effect of Using Tattooed Male vs. Female Models on Responses of Young Male vs. Female Consumers 7 Implications for Practice References 12 Creating Branded Entertainment that Resonates: Perspectives of Multinational Award Winners 1 Introduction and Background 2 Research Objectives 3 Research Design and Method 4 Findings 4.1 Branded Entertainment’s Value in Brand Communication 4.2 The Challenges Branded Entertainment is Facing 4.3 Practice Principles for Resonant Branded Entertainment 5 Conclusions 6 Value of the Study References 13 Advertising Music and the Effects of Incongruity Resolution on Consumer Response 1 Introduction 2 Twin Components Congruity Framework 3 Design and Participants 4 Findings 4.1 Mild (moderate) Musical Incongruity and its Effects on Recall of Advertising Information 4.2 Effects of Unexpected/Relevant Music on Ad Attitude 4.3 Mild Musical Incongruity and its Impact on Perceived Image of The Brand 4.4 Impact of Mild Incongruity on Expectation of Quality 4.5 Mild Incongruity in Advertisements and Consumers‘ Purchase Intent 5 Discussion 6 Conclusion References 14 The Sound Factor in Autoplay Mobile Video Ads 1 Introduction 2 Literature Review 2.1 LCMP and Sound-On vs. Sound-Off Mobile Video Ad Effects On Memory 2.2 EVT and Sound-On vs. Sound-Off Mobile Video Ad Effects On Attitude 2.3 Mere Exposure and Delayed Effects of Sound on Attitudes 3 Method 3.1 Study Design and Stimuli 3.2 Participants and Procedure 3.3 Measures 4 Results 4.1 Sample Characteristics and Randomization Check 4.2 Hypothesis Testing 5 Discussion 5.1 Summary of Findings and Contributions 5.2 Limitations and Suggestions for Future Research References 15 Battle-Weary Women: The Female Creatives Fighting for Leadership in Advertising Management 1 The Gender Problem 1.1 Why Does The Gender Problem Persist? 2 Methods 3 Findings 4 Rules Of Engagement 5 At The Front Line 6 Battle-Weary Women 7 New Model Army 8 Discussion 9 Conclusion References 16 Can Market Mavens Be Negative Word of Mouth Senders? the Moderating Role of Assumed-Competence and Gender 1 Introduction 2 Literature Review and Research Hypotheses 2.1 Negative WOM as Complaint Behaviour 2.2 Market Mavenism as Predictor of Negative WOM 2.3 The Moderating Role of Assumed-Competence 2.4 The Potential Moderating Role of Gender 3 Methods and Results 3.1 Participants and Procedure 3.2 Hypotheses Testing 3.3 Exploratory Analysis of Gender Effect 4 Discussion 4.1 Summary Appendix Scale Items References 17 Gender Responses to Emotional Appeals in Advertising: Comparing Self-Reports and Facial Expressions 1 Introduction 2 Literature Review 2.1 Gender Differences in the Expression of Emotion 3 Hypotheses Development 4 Methodology 4.1 Participants and Experimental Design 4.2 Stimulus Materials 4.3 Measures 4.4 Results 5 Discussion References 18 Sustainability and Diversity Labels in Job Ads and Their Effect on Employer Brands 1 Introduction 2 The Role of CSR (in Particular Diversity and Sustainability) in Recruitment 2.1 CSR in Employer Branding 2.2 Job Advertisements and Communicating the Employer Brand 2.3 Signals in Job Ads Using Labels 3 Studies 3.1 Study 1 3.2 Study 2 3.3 Measures 4 Implications and Discussion References 19 Children’s Perceptions of Sponsorship Disclosures in Online Influencer Videos 1 Introduction 2 Theoretical Background 2.1 Disclosure Awareness 2.2 Disclosure Understanding 2.3 Disclosure Evaluations 3 Method 3.1 Sampling and Procedure 3.2 Analysis 4 Results 4.1 Disclosure Awareness 4.2 Disclosure Understanding 4.3 Disclosure Evaluations 5 Conclusion and Discussion 5.1 Theoretical and Practical Implications 5.2 Limitations and Suggestions for Future Research References 20 Family Decision Making and Vacation Functions in Summer Tourism – The Case of Austrian Families 1 Introduction 2 Theoretical Background 3 Methodology 4 Findings 5 Conclusion References 21 Replicating the CSR-Advertising-Effectiveness Model: Do Consumers’ Attitudes Towards Corporate Socially Responsible Behavior in the Pharmaceutical Industry Change Over Time? 1 Introduction 2 CSR in the Pharmaceutical Industry 2.1 Study Purpose 2.2 Rationale for Country Selection 2.3 Study Population 2.4 Stimulus Ad Design 3 Conceptual Model and Hypotheses 4 Results 5 Discussion of Results and Implications 6 Limitations and Directions for Future Research References 22 Empowering Claims in CSR Tweets: The Moderating Role of Emotion, Fit and Credibility 1 Introduction 2 Theoretical Framework 2.1 Effects of Empowering Claims in CSR Tweets 2.2 Moderating Influences on the CSR Empowerment-Attitude Relationship 3 Method 3.1 Data Collection 3.2 Variables Measurement 4 Results 5 Discussion 5.1 Theoretical Contribution 5.2 Practical Implications 5.3 Limitations and Future Research References 23 A Cognitive Approach to the Argument Strength × Message Involvement Paradigm in Green Advertising Persuasion 1 Introduction 2 Theoretical Development: The GAS × AMI Interaction 3 Method 3.1 Design, Subjects, and Procedure 3.2 AMI and GAS Manipulation 3.3 Dependent Measures 4 Results 4.1 Manipulation Checks 4.2 Aad Dimensionality 4.3 Hypothesis Testing 5 Discussion 5.1 Theoretical Implications 5.2 Practical Implications 5.3 Limitations and Future Research References