Targeting Aids Consumers at Different Stages of their Purchase Journey
It’s well known that advertisers invest much in targeting on traditional platforms such as Yahoo and social media such as X and Facebook. Even though the practice is common, there are many unanswered...
View ArticleEstablished Activist Brands Have a Competitive Edge
The three-part study, available online now, will be published in the Journal of Advertising Research special issue on Prosocial Advertising Messages in March 2024. It is believed to be the first to...
View ArticleConsider Arousal Level when Picking Cover Images for Pre-Roll Video Ads
We know from earlier studies that “cover images play a crucial role in driving video content consumption and box office revenue (Zhou and Yen, 2018; Zhou et al., 2019),” authors Mingyue Zhang and Jiaqi...
View ArticleUtilizing FOMO to Increase Engagement with Your Brand
Across four studies in the field, lab, and online, we find that consumers who feel more (vs. less) connected to a brand feel greater FOMO (Fear of Missing Out) after viewing social media content posted...
View ArticleThe Age of Acquisition Effect Has a Small Impact on Brand Recognition
The age of acquisition effect in psychology is a foundational concept that suggests that things learned early in life are recognized faster and more accurately. Independently, marketing scholars more...
View ArticleDo Photos or Illustrations Drive Prosocial Behaviors in PSAs?
When consumers feel psychologically close to a social issue, more concrete virtual media, such as photographs, can cause consumers to avoid the advertising content of a PSA. Photography generally is a...
View ArticleIn Pro-Environmental Social Appeals, Just One Tip Drives Sustainable Behaviors
Low-environmentally concerned consumers perceive more tips as less authentic because they think the message source is trying too hard to cultivate green behaviors. One campaign, Love Mother Earth,...
View ArticleHealth, Charity and Green Messaging Highlighted in JAR Prosocial-Themed Issue
The efficacy of prosocial advertising lies in its precision—identifying the most resonant messages that not only reach consumers, but engage them at their core. JAR’s “Special Issue on Prosocial...
View ArticleRetail Media Networks, Generative AI Top JAR’s Industry-Informed Research...
What new tools and mechanisms can we use to detect and authenticate human versus AI-created data? Retail media networks “…is a red-hot area for the industry,” Campbell reports. Even as the growth of...
View ArticleHaving In-Depth Research on Consumers’ Values Yields Tremendous Benefits
Investing in research on consumers’ values and emotions is likely to increase marketing effectiveness. It is true that demographic differences, such as age, gender and income, still hold importance....
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