Panelists: Yang Feng (Chair), San Diego State University Guda van Noort, University of Amsterdam Jing Yang, Loyola University Chicago Joseph T. Yun, University of Illinois at Urbana-Champaign Aditya Bhat, University of Maryland Huan Chen, University of Florida Quan Xie, Bradley University
The first session will emphasize the issues of data acquisition by exploring disparate methods and techniques in social media data scraping and aggregation. The second session will probe into the methodological implications of big data for social media advertising research through several empirical studies. Note: A handout is attached.
Panelists: Jean M. Grow (Chair), Marquette University Sheri J. Broyles, University of North Texas (Moderator) Diane Fallon, The Richards Group Becca Wegman, TM Advertising Emileight Hubbard, Henry Oddo Austin & Fletcher TBD, Signatory of Time's Up™ Advertising
In March of this past year, 140 C suite advertising executives declared: We are committed to achieving equity and safety in the workplace. We look at the lack of diversity in this group of women and see the long-term effect of power structures that encouraged some of us to rise but held others back. We see you. We see your talent. We see the gap. We want share of voice and share of power. Now it’s the academy’s turn. Our classrooms are filled with women. In fact, on many campuses, women outnumber men. Yet, when it comes to those running the advertising industry, well let’s just say advertising leadership doesn’t look like our classrooms. We believe that academics need to better prepare our student women and men alike — to reach back, rise up and share power (once they have it).
If this is your first AAA Conference, please join us for a complimentary continental breakfast to meet some of your colleagues and learn more about the association.
Sponsored by: University of Florida
Friday March 29, 2019 7:30am - 8:30am MDT
Somerset
Rahnuma Ahmed, North South University Doyle Yoon, University of Oklahoma Glenn Leshner, University of Oklahoma
The main goal of the current paper was to test Steuer’s (1995) presence framework on immersive virtual reality (VR) ad. A 2 (immersive VR system: high immersive/low immersive) X 2 (modality interactivity: with modality interactivity /no modality interactivity) X 2 (sensory breadth: high/low) between-subject experimental design was conducted. Perceived media novelty was used as a moderating variable. The study revealed that the combination of modality interactivity and sensory breadth significantly increased the sense of presence, while their individual main effects on presence were missing. Immersive VR type was found to interact with modality interactivity only on presence such that the high immersive VR was more effective in increasing the dimensions of presence than the low immersive VR. However, in case of creating presence, perceived media novelty moderated the interaction effect of modality interactivity and sensory breadth such that when perceived media novelty is high, any combination of modality interactivity and sensory breadth became more effective. But, the combination of modality interactivity and high sensory breadth did not contribute more effectively than other situations in the case of low perceived novelty. Theoretical and practical implications are discussed.
Friday March 29, 2019 8:30am - 10:00am MDT
Normandy A
Vaibhav Diwanji, Florida State University Juliann Cortese, Florida State University
Despite the proliferation of user- and brand-generated videos on Amazon.com, research focusing on the differential effects of these two video sources on users’ shopping intentions has received little attention. Using the Technology Acceptance Model, this research compared the impact of user generated videos and brand generated videos on the amazon.com users’ perceptions, attitudes and purchase intentions. Source of brand-related videos was a between-subjects factor. The findings from this empirical study (n=177) indicated that the Amazon.com users did not differentiate between the two video sources when evaluating the perceived usefulness of videos. Conversely, user generated videos had a significantly greater impact on attitude toward the ad and attitude toward the brand than brand generated videos. Further, there was no significant main effect of video source on users’ purchase intentions, after controlling for attitudes. Theoretical and practical implications are discussed.
Friday March 29, 2019 8:30am - 10:00am MDT
Normandy A
Jihye Kim, University of Kentucky Hyun Ju Jeong, University of Kentucky
This study examined the impact of personalization, the moderating role of ad type and privacy concerns, and the mediating role of perceived relevance on purchase intention by employing psychological ownership theory to explain consumers’ response to a personalized ad. The result showed that personalization decreased consumers’ purchase intention. However, in terms of ad type, the effect of personalization only occurred when the consumers were exposed to the banner type of ad, not for the native ad. In addition, privacy concern moderated the interaction effect between personalization and ad type. Those highly concerned about their privacy had greater purchase intention when they saw the highly personalized native ad compared to the moderately personalized native ad; meanwhile, they had greater purchase intention when exposed to the moderately personalized banner ad compared to the highly personalized banner ad. For consumers who perceived a moderate level of privacy concern, a moderately personalized ad yielded higher purchase intention than a moderately personalized one for a banner ad; no difference emerged with the native ad. Moreover, a moderated mediation model revealed that perceived relevance mediated the effect of personalization moderated by ad type on purchase intention.
Friday March 29, 2019 8:30am - 10:00am MDT
Normandy A
Keith Quesenberry, Messiah College Michael Coolsen, Shippensburg
University Twitter is the second most used social media marketing site, but overall spending has decreased recently as marketers struggle to know what is effective. While academic research does exist on effectiveness of social media brand content, there is less research on what kind of brand Twitter posts drive reach and awareness through engagement to increase viral reach which is a sign of social media effectiveness. A content analysis of 1,000 brand Twitter posts text found: (1) significant positive effects for contest/sweepstakes and emoji posts on retweets, (2) significant positive effects for contest/sweepstakes posts on replies, (3) significant positive effects for emoji posts on favorites, (4) significant negative effects for contest/sweepstakes posts on favorites, plus (5) significant negative effects for educational posts created on retweets, favorites and replies. Connections to diffusion theory and viral definitions are explored. Managerial and theoretical implications are also discussed.
Friday March 29, 2019 8:30am - 10:00am MDT
Normandy A
Kathy Tian, University of Illinois Mike Yao, University of Illinois
As globalization accelerates transatlantic trade, both developing and developed countries are experiencing an entry of more foreign products simultaneous to rising exports. Against the backdrop of a progressively fluid marketplace, the question of how a product’s country-of-origin (COO) influences consumer judgement has propelled in significance. Although the consequences of country-of-origin effects have received robust attention in extant literature, few studies have reproduced the results on e-commerce platforms, which are rapidly replacing conventional brick-and-mortar retailers. In this study, the authors explore the extent to which origin effects influence consumer perceptions on Amazon, the world’s largest online retailer, by investigating (1) how Amazon consumers rate products based on country-of-origin cues, such as level of economic prosperity, (2) if brands from developed countries perceived as more familiar than those from developing countries and (3) how ratings for developing countries have changed over time through time series analysis on e-commerce products hailing from economically developing nations.
Friday March 29, 2019 8:30am - 10:00am MDT
Normandy B
Anna Maikova, University of Missouri Harsh Taneja, University of Illinois
This study examines how the 2015 European refugee crisis events affected the international place brand of Hungary on Twitter in both the short and long terms. During the crisis, in the period from July to October 2015, the sentiment was negative, for the periods before and after crisis – the percentage of negative sentiment was constant. Using sentiment analysis, we examined about fifty thousand tweets with words Hungary or Romania in them. The latent Dirichlet allocation (LDA) is applied to extract main topics. Then the lexicon-based and polarity dictionaries were applied to estimate the sentiment and polarity of the tweets. The tweets published by media organizations were excluded from the analysis. We see a large increase in the number of tweets with negative sentiment in the crisis period. There is no significant increase in the amount of negative sentiment in tweets after the crisis. This suggests that negative sentiment about the crisis comes only from the tweets about the refugee crisis. The contribution of the study is to balance the lack of quantitative studies of place brands and to establish a further basis for the generalization of this research framework to the study of other countries’ place brands.
Friday March 29, 2019 8:30am - 10:00am MDT
Normandy B
Chris Vargo, University of Colorado Toby Hopp, University of Colorado
Facebook and Instagram became subject of debate as it was revealed that the Internet Research Agency (IRA) advertised on the platforms extensively before, during, and after the election. Many have shown that Russian-backed ads had broader aims than electing a political candidate. Still, little work has explicated whether content was successful in engaging audiences. Benchmark data gathered shows that Russian advertisements were engaged with dramatically more than typical. Here we point to the microtargeting efforts of the IRA. Messages were tailored and targeted to specific audiences, which appears to have boosted engagement. As more targeting parameters were used, clicks increased. Moreover, IRA ads were not subject to industry or regulatory oversight. Ads were unprecedented in the use of insults, hatred, and threats. A computational analysis of negativity through Google’s Perspective API shows ads indeed demonstrated all three characteristics, but specifically insults boosted engagement. Untraditional, pejorative descriptors for minorities and groups may have stimulated audiences to engage. In all, this study provides a proactive method in which advertising platforms can screen for new types of negativity and limit the exposure these ads have.
Friday March 29, 2019 8:30am - 10:00am MDT
Normandy B
Huan Chen, University of Florida Ye Wang, University of Missouri
As social media allow users to engage with various branded contents, companies and brands have taken advantage of different social media platforms to connect with consumers and build brand equity. Meaning is at the center of brand equity. Luxury brands in particular have in possession rich social, cultural and symbolic meanings. Therefore, luxury brands must understand how to interact with customers and promote branded content via social media in order to build strong brand equity. However, little research has been conducted to examine how consumers perceive social media advertising and brands in the context of luxury products. In order to fill the research gap, an online experiment was conducted to investigate different advertising message features that influence consumers’ perception of a luxury brand social media advertising and subsequently, their perception of the brand. Findings showed that both content and interactive features are significant strategic considerations to enhance perceptions of luxury brands and its branded social media sites.
Friday March 29, 2019 8:30am - 10:00am MDT
Bordeaux
To explore the role of celebrity-consumer emotional relations in celebrity endorsement effects, this study examined the impact of celebrity-consumer emotional attachment on attitude (i.e., toward the endorser, ad, and brand) and conation (i.e., purchase intent and brand loyalty) in the context of celebrity-product fit. Relationship-based affect transfer framework provides the theoretical basis for suggesting that celebrity-consumer relationship-based affect would be transferred to the endorsed brands regardless of endorser-brand congruence or incongruence. An exploratory experiment with a 2 (strong vs. weak endorser-consumer emotional attachment) by 2 (high vs. low endorser-product fit) between-subjects design demonstrated that strong endorser-consumer emotional attachment (i.e., favorable celebrity-consumer emotional relationships) led to favorable attitude and conation regardless of high or low endorser-product fit, whereas weak endorser-consumer emotional attachment (i.e., negative affective bonds with a celebrity) led to unfavorable attitude and conation irrespective of high or low endorser-product fit. Moreover, no significant differences were found in attitude and conation between a congruent and incongruent ad when consumers have either strong or weak emotional attachment. One crucial implication is that celebrity endorsement effects can be determined by a celebrity-consumer relationship rather than a celebrity-product relationship.
Friday March 29, 2019 8:30am - 10:00am MDT
Bordeaux
Seounmi Youn, Emerson College Naa Amponsah Dodoo, Emerson College
Integrating theories of nostalgia, brand personality, and consumer-brand relationships, this study examined the differentiating power of nostalgia in explaining brand personality and three relational constructs. Online survey data (n = 374) were collected via Amazon MTurk to unravel relationships between constructs. The GLM repeated measures analysis revealed that nostalgic brands received more favorable ratings on the brand personality dimensions of sincerity, excitement, competence, and ruggedness, but not sophistication. Nostalgic brands also showed stronger attachment, self-brand connections, and separation distress than non-nostalgic brands. Age and gender showed weak moderating roles across nostalgic and non-nostalgic brands. Theoretical and managerial implications were discussed.
Friday March 29, 2019 8:30am - 10:00am MDT
Bordeaux
Janice Cho, Texas Tech University Wonseok (Eric) Jang, Texas Tech University Soojin Kim, Louisiana State University
By incorporating the mood management theory and the media entertainment literature, this paper explores when hedonic appeal becomes more effective than meaningful content in persuading individuals to support the nonprofit foundations and engage in prosocial behaviors, by considering the pre-mood state. The results indicated that hedonic appeal leads to greater volunteer intention than the meaningful appeal when people experience negative emotion before they saw the promotional campaign for a nonprofit organization. In contrast, exposure to both hedonic and meaningful appeals lead to similar volunteer willingness when people experience positive emotion before they saw the promotional campaign.
Friday March 29, 2019 8:30am - 10:00am MDT
Bordeaux
Panelists: Steven Edwards, Southern Methodist University (Moderator) Marie Bos, The Integer Group: Global Commerce Agency Ann Burke, AT&T Business Marketing Vicki Cutwright, Wyndham Hotels & Resorts Lisa Haayen, Human Speak
In this session, we propose to explore how brands create relevant experiences to attract and retain consumers. Uniquely, we will identify and debate the relevant customer-centric inputs required to create successful brand experiences and discuss examples of how data driven insights are uncovered and inform strategy.
We will debate the impact of data on the traditional function of account planning in businesses from the corporate perspectives of Big Data Marketing at AT&T, and Analytics and Insights at Wyndham Hotels & Resorts; and then bring in the agency perspectives of Experience Planning at the Integer Group, and an Independent Strategic Planner and Moderator at HumanSpeak.
Specifically, the session chair will lead a discussion spurred by very short case-studies to determine how consumer insights are being uncovered, tested, and championed within the organizations represented by the speakers. We will leave ample time to discuss and help the audience understand the types of data informing strategic decisions, the methods used to collect needed data, the resources necessary to turn “big-data” into insight.
How does a more than 140-year-old company invent the new normal in advertising? Christina Beaumier , Vice President of Product and TV Platform for AT&T’s new advertising business, Xandr, has a varied and interesting background; please read her biosketch. She will take us through the story of Xandr, the state of the TV business, and why the time for relevant, and innovative advertising is now.
Christina Beaumier can get by in a few languages. She can order street food in Spanish and handle tribal negotiations in Burkina Faso in French. She understands the artist’s argot of her Northampton, MA hometown; comprehends the brainier dialects that originate at MIT, her alma... Read More →
Martin Eisend, European University Viadrina Erik Hermann, European University Viadrina
Rising support for the LGBT community, paired with the considerable buying power of this group, has triggered increasing interest from marketers in the gay and lesbian market. Several companies have developed advertising with homosexual imagery to better target this group, thereby risking alienating most heterosexual consumers. The findings on the persuasive effects of homosexual imagery are mixed and do not provide insights on whether and when homosexual imagery in advertising supports or hampers persuasion. To resolve the inconsistencies in findings of prior research, this paper presents a meta-analysis on the effects of homosexual imagery. The integrated effect size suggests that the overall persuasive effect between homosexual and heterosexual imagery does not differ. Contrary to the assumption, we find “reverse alienation”: heterosexual consumers are not alienated by homosexual portrayals, but homosexual consumers are alienated by heterosexual imagery. Furthermore, the moderator analysis suggests that incongruence between imagery, consumer characteristics, cultural values, explicitness of imagery, endorser gender, and product type result in unfavorable responses to homosexual advertising imagery. These findings provide guidelines for future research and implications for advertisers who intend to address consumers of various sexual orientations.
Friday March 29, 2019 1:00pm - 2:30pm MDT
Normandy A
Yang Feng, San Diego State University Huan Chen, University of Florida Li He, Qualcomm Technologies Inc.
As a growing marketing trend that appropriates feminist values and female empowerment, femvertising has the potential to encourage brand consumption and to reduce the occurrence of advertising reactance. Dove’s Campaign for Real Beauty is a pioneer of femvertising that focuses on redefining beauty standards and enhancing women’s self-esteem. This research presents a framework that identifies five topics (i.e., ad skepticism, definition of beauty, praise of ad, critical thinking, and other) of YouTube comments around Dove’s Campaign for Real Beauty. The framework, applied to 20,419 unique comments, was developed from a combined use of qualitative textual analysis, human-based content analysis, and machine-learning-based data mining. Results indicated that definition of beauty and praise of advertising were the two most frequent topics among both top comments and overall comments; in addition, comments around these two topics received the largest number of likes. In contrast, comments around advertising skepticism received the least number of likes. Generally, it is shown that public favors femvertising.
Friday March 29, 2019 1:00pm - 2:30pm MDT
Normandy A
Wan-Hsiu Sunny Tsai, University of Miami Aya Shata, University of Miami Shiyun Tian, University of Miami
Responding to the evolving gender roles in American society and mounting criticisms against gender stereotypes in popular media, gender-themed empowerment advertising, such as “femvertising” or “dadvertising” campaigns, has been celebrated as a progressive advertising movement. This study presents one of the earliest empirical studies to systematically and quantitatively evaluate the scope and configuration of empowerment in magazine advertisements targeting women, men, and the general audience. Based on an interdisciplinary framework, various sources and dimensions of empowerment as well as types of power are analyzed. Results suggest that empowerment advertising is a highly targeted strategy primarily for appealing to female consumers. Additionally, female empowerment is frequently represented through agentic power, confidence, independence, and self-determination while male empowerment focuses on physicality. Different representations of empowerment across product categories are also noted. However, results highlight the emphasis on personal empowerment and the individualistic nature of contemporary empowerment advertising narratives. Implications for future research to explore the potential of empowerment advertising to challenge gender stereotypes at the societal level are discussed.
Friday March 29, 2019 1:00pm - 2:30pm MDT
Normandy A
The aim of the study was to explore the extent of objectifying male images in contemporary, male-targeted, magazines. Objectification was defined as male images with ideal bodies, disrobed bodies, and sexualized bodies. Objectification Theory suggests that males who view objectifying images over time will start to self-objectify, a state that is a precursor to other more dangerous body cognitions and behaviors. A content analysis of full-page advertisements published in magazines between 2015 and 2017 was used. Results suggest that clothing advertisers continue to use impossible-to-obtain images of the male body and that advertisers of supplements use objectified and sexualized images to sell their products in men’s magazines. Academics and practitioners should be aware that these advertised products, among an array of product categories, were the most problematic and incorporate these findings into the planning of additional consumer advocacy efforts and as a starting point for future research.
Friday March 29, 2019 1:00pm - 2:30pm MDT
Normandy A
Sylvia Chan-Olmsted, University of Florida Yoo Jin Chung, University of Florida Xiaomeng "Maggie" Lan, University of Florida Lisa-Charlotte Wolter, Hamburg Media School
This study explores how ad blocker users are different from non-users in terms of their cognitive, affective, and behavioral ad avoidance in an online environment. Integrating the previous ad avoidance literature, this study also explored the factors¾perceived negativity of ad, perceived value of ad, media usage, and demographics that are associated with three dimensions of ad avoidance and the differences for both user groups. Using a survey method recruited from the actual ad blocker users and non-users (N= 582), this study reveals that two groups are not significantly different in terms of their nature of online ad avoidance. However, the results reveal that there are different predictors that are associated with ad avoidance depending on the use of ad blocker. The results suggest that media consumption patterns might play a different role in cognitive ad avoidance. Perceived goal impediment was important for both user groups in terms of affective ad avoidance, but users were more influenced by perceived lack of utility while non-users were more influenced by perceived sacrifice. For behavioral ad avoidance, both user groups are positively associated with perceived negativity of goal impediment and sacrifice.
Friday March 29, 2019 1:00pm - 2:30pm MDT
Normandy B
Shuoya Sun, University of Georgia Karen Whitehill King, University of Georgia
This study examines the effects of ad-context congruence and ad positions on consumers’ response in an in-stream video advertising setting. Findings of the study indicate that, regardless of ad positions, ad-context congruence improved recall and recognition of the brand while ad-context incongruence facilitated recall of ad content. Taking ad position into consideration, contextual congruence generated enhanced memory of the brand in mid-roll advertising. No significant congruence effects were detected in pre-roll advertising or for attitudinal evaluations. Explanations of hypothesis predictions and analysis results were given concerning several cognitive information processing theories, such as schema theory and priming effects. Theoretical contributions, practical implications, and directions for future research were discussed.
Friday March 29, 2019 1:00pm - 2:30pm MDT
Normandy B
Sydney Chinchanachokchai, University of Akron Federico de Gregorio, University of Akron Alexa Fox, University of Akron
Online advertising expenditures continue to soar, with $88 billion in revenue generated through online advertising in 2017 alone. However, ad blockers, a technology that allows consumers to more effectively and easily avoid contact with online ads than ever before, are growing increasingly popular among consumers. Advertisers are concerned about the proliferation of such technologies and the resulting ad avoidance, as consumers missing their messages lead to wasted online ad spend. Despite the popularity of ad blockers, scant academic research has explored consumers’ usage of these tools. Therefore, the present research undertakes an exploratory survey of 299 Internet users, identifying potential predictors of ad blocker usage and examining how these predictors are both similar and different in ad blocker users’ (ABUs) likelihood of continued usage and ad blocker non-users’ (ABNUs) likelihood of future usage (i.e., installation of blockers). Results show that Internet advertising avoidance is a significant predictor of ABUs’ likelihood of continued usage of ad blockers, while privacy concern and increased mobile Internet usage are positively related with ABNUs’ likelihood of installation of ad blockers, although desktop Internet usage is negatively related.
Friday March 29, 2019 1:00pm - 2:30pm MDT
Normandy B
Xiaowen Xu, University of Connecticut Tai-Yee Wu, National Chiao Tung University David Atkin, University of Connecticut
Online behavioral advertising (OBA) that tracks user online data has witnessed a dramatic increase in popularity. Using Psychological Reactance Theory, this study examines the effects of perceived agency of data tracking, in addition to brand trust and website credibility, on responses toward OBA. Based on results from a 3 (brand trust: high vs. low vs. control) by 2 (website credibility: high vs. low) between-subjects experiment, we found that brand trust influenced purchase intention; website credibility did not exert effects on privacy concern, psychological reactance or purchase intention. The more individuals perceived a third-party agency or Internet service provider as tracking their data, the higher was their privacy concern. If participants believed that the advertised company tracked them online, they indicated greater privacy concern in low brand trust condition, and less cognitive reactance in high brand trust condition. Implications for OBA research and practices are discussed.
Friday March 29, 2019 1:00pm - 2:30pm MDT
Normandy B
Aziz Muqaddam, Michigan State University Seunga Venus Jin, Sejong University
The rise of influencer marketing has drawn attention to the utility of using influencers for strategic purposes. However, little is known about the benefits influencers receive by associating with luxury brands, and the effects on brand credibility this association entails. The researchers ran two online experiments (N=304) to compare if the source of an Instagram post (brand versus influencer) and the content of the post itself (product only or worn product) affect consumers’ brand and post attitude, along with source and corporate. The results indicate a significant main effect of source types on perceived trustworthiness, such that the brand-source was more trustworthy. However, some interesting interaction effects were detected in relation to post attitude and corporate credibility. Consumers react more positively to posts by Instagram influencers when they appear with the product (moderate product placement). Conversely, corporate credibility becomes significantly negative in reaction to Influencer’s posts in the product-only condition (explicit product placement). The findings demonstrate that consumers react negatively if the Influencer’s posts are purely promotional, which can damage the source trustworthiness and corporate credibility. The significance of these results for researchers of native advertising and product placement is discussed, along with the practical implications for influencer-marketing professionals.
Friday March 29, 2019 1:00pm - 2:30pm MDT
Bordeaux
Mengtian Jiang, University of Kentucky Nora Rifon, Michigan State University Esther Thorson, Michigan State University
What do consumers think when they read a #sponsored post written by a social media influencer? Do they know it is an ad? Will they resist the message? This current study examines how consumers use prior knowledge of an agent and the presence of a sponsorship disclosure to interpret and cope with an Instagram influencer’s sponsored post. Specifically, this study tested a theoretical model explaining the role of influencer credibility and sponsorship disclosure on ad recognition and resistance to Instagram sponsored posts. Path analysis results showed that the sponsorship disclosure increased the level of ad recognition, and indirectly increased consumer resistance via ad recognition. Furthermore, a significant interaction effect revealed that influencer credibility positively moderated the relationship between disclosure and ad recognition. In other words, although influencer credibility reduced the level of ad recognition and consumer resistance in general, a highly credible influencer facilitates ad recognition when there is a sponsorship disclosure. Theoretical and practical implications, limitations and future research directions are discussed.
Friday March 29, 2019 1:00pm - 2:30pm MDT
Bordeaux
Ilyoung Ju, Bowling Green State University Chen Lou, Nanyang Technological University
In light of the increasing popularity of influencer marketing, this study examines the effect of influencer-product congruence and the moderating effect of relationship norm on influencer credibility, influencer-consumer relationship quality, purchase intention, and re-sharing intention. As expected, high influencer-product congruence drives more favorable consumer reactions. Moderation analysis suggests that people in a communal (vs. exchange) relationship showed higher relationship commitment. Follow-up moderated-mediation analysis shows that people in a communal relationship elicited higher relationship commitment, which subsequently led to stronger purchase intention and re-sharing intention. Theoretical and managerial implications were discussed.
Friday March 29, 2019 1:00pm - 2:30pm MDT
Bordeaux
YouTube personality channels have attracted great attention in the recent years given their values in marketing and advertising. However, what a YouTube personality channel is and how it operates have not been clearly demonstrated in a conceptual way. Adopting a community approach, this study addresses this issue by conceptually defining YouTube personality channels as participatory content communities and developing typologies of two major types of members of these communities – personalities and followers – respectively. As such, a conceptual framework is provided to advance our understanding of YouTube personality channels and to guide future empirical research in areas such as online communities and influencer marketing.
Friday March 29, 2019 1:00pm - 2:30pm MDT
Bordeaux
Panelists: Padmini Patwardhan, Winthrop University (Moderator) Sabrina Habib, University of South Carolina Hemant Patwardhan, Winthrop University Gayle Kerr, Queensland University of Technology Louise Kelly, Queensland University of Technology Kathy Mortimer, University of Northampton Sally Laurie, University of Northampton
This special topics session takes a look at culture shifts, talent drain, and leadership issues facing agencies as they grapple with the changing nature of the advertising workforce. We explore these issues via a panel of speakers from four countries: the US, Australia, India, and the UK. Using industry data from these regions together with preliminary findings from an ongoing global project investigating agency culture, change, and leadership, we discuss from a global perspective causes of talent drain, leadership issues, training needs and collaborative actions that academia and industry can plan together.
Liu Liu, University of Florida Huan Chen, University of Florida
This study examined a new emerging advertising format (Creative Mid-Roll Advertising, CMA) in Chinese online video platforms through the eyes of consumers in order to give advertising scholars and practitioners a better understanding on how consumers perceive creative contents and formats of advertising in the era of new media. CMA is a short video advertising embedded in the online TV series, and it is created in a way that makes it appear very similar to the drama in terms of the content and setting. 20 in-depth interviews were conducted to collect data. Findings revealed that CMA is characterized by mid-roll, native, explicit, and dramatic.
Friday March 29, 2019 2:45pm - 4:15pm MDT
Normandy A
Summer Shelton, University of Florida Frank Waddell, University of Florida
Members of the disabilities community have voiced concerns about stigmatizing representations of persons with disabilities (PWDs) in advertising. “Inspiration porn” in advertising often takes the form of showing a PWD completing highly physical and challenging tasks (i.e. climbing a mountain, running a long race with prosthetic legs, snowboarding, etc.). Such portrayals of PWDs have the potential to elicit elevation but could also lead to ego-threatening self-comparisons. The question thus arises: does the use of PWDs in advertising affect advertisement effectiveness? Utilizing a 2 (disability status of the model: non-disabled vs. disability) by 2 (challenge level of the activity: no challenge vs. high challenge) between subjects design, an online experiment (N = 472) asked, does a model with a disability (compared with a non-disabled model) completing a high challenge task (compared with a low challenge task), increase an advertisement’s effectiveness? Furthermore, it explored whether indicators of inspiration mediated the relationship. Results revealed that advertisements featuring models with disabilities (relative to advertising with an able-bodied model) increased advertisement effectiveness. Mediation analyses revealed that the effect of model disability on advertisement effectiveness was mediated by meaningful affect and physical indicators of elevation. Implications for practitioners and scholars are provided.
Friday March 29, 2019 2:45pm - 4:15pm MDT
Normandy A
Political advertisements help candidates develop or discuss campaign issues and construct or reconstruct their images, and they are therefore categorized into issue- or image-oriented. Nevertheless, there are controversies as to whether it is issue or image advertisement that results in better memory and more favorable candidate evaluation. This study was designed to address the controversies through 1) employing an informational/transformational advertising scale to calibrate message learning from issue and image advertisements, 2) selecting measures of memory and candidate evaluation according to message characteristics and viewers’ processing strategies, and 3) conducting multi-group structural equation modeling analyses to examine the impact of message learning on memory and candidate evaluation. The results indicated that issue advertisements were better remembered than image advertisements in terms of long-term verbal memory. More importantly, long-term verbal memory mediated the impact of issue advertisements on candidate evaluation, similar to the central route to persuasion.
Friday March 29, 2019 2:45pm - 4:15pm MDT
Normandy A
Rick Wilson, Texas State University Jill Lohmeier, University of Massachusetts David Lustick, University of Massachusetts Bob Chen, University of Massachusetts
Awareness and last-minute reminders dominate most out-of-home advertising research principally ignoring the medium’s ability to change attitudes. The authors develop an in-market, 14-month campaign using transit advertising to educate commuters about climate change and influence beliefs on the issue. Results from the study not only demonstrate an increase in brand and ad recognition but more importantly a significant change in attitudes toward climate change. However, attitude change is only evident through ad recognition and not brand recognition. Ad design and execution strategies are offered to improve the persuasive impact of out-of-home campaigns.
Friday March 29, 2019 2:45pm - 4:15pm MDT
Normandy A
Jung Ah Lee, University of Texas Matthew Eastin, University of Texas
Despite the noteworthy growth of Social Media Influencers (SMIs), limited research delves into what makes SMIs attractive, follow-worthy and effective brand endorsers. To empirically investigate influencer success, the current research draws from the brand personality literature and identify influencers as human brands. A 2(SMI’s perceived sincerity level: low vs. high) x 2(product type: utilitarian vs. symbolic) between-subjects design was conducted (N = 232). While participants’ evaluation of influencer’s brand endorsement varied across product types for low-sincerity influencer, it did not vary for high-sincerity influencer. Additionally, envy moderated the effect of influencer’s sincerity level on attitude towards the influencer. Specifically, only for low-sincerity influencer, participant envy positively enhanced attitude towards the influencer. The interaction effect of envy and identification is also explored. Implications of the findings are discussed with suggestions for future research.
Friday March 29, 2019 2:45pm - 4:15pm MDT
Normandy B
Yoo Jin Chung, University of Florida Susanna Lee, University of Florida Eunice Kim, Ewha Womans University
Given the popularity of influencers on Instagram, this study sheds light on the role of different types of influencers to examine the effectiveness of influencer marketing. This study examines the effects of influencer types (a celebrity vs. a micro-celebrity vs. a layperson) in Instagram product review posts and how they interact with different types of sponsorship disclosure (no disclosure vs. implicit vs. explicit). Findings indicate that a layperson induces the most positive consumer reactions. However, no significant effects of sponsorship disclosure types are found on consumer reactions. Additionally, the study examines the mediating role of persuasion knowledge activated by different types of sponsorship disclosure. The findings offer a significant contribution to understanding consumers’ information processing of covert advertising contents and influencer marketing on social media.
Friday March 29, 2019 2:45pm - 4:15pm MDT
Normandy B
Giang V. Pham, University of Illinois at Urbana-Champaign
This study investigated the relationship between consumer’s regulatory focus and the language of their social media postings. Analysis of participants’ (N = 165) Twitter postings revealed that promotion-focused consumer employed significantly more language that describe benefits and ideals than language that describe risks and duties in their tweets; however, no differences in social media language was found for prevention-focused consumer. Promotion and prevention-focused participants also took part in an experiment in which they saw advertisements on Twitter feed that varied in the frame (gain vs. loss) and information load (low vs. high). Results showed that participants were more likely to recognize an ad when the information load is low rather than high. Information load was also found to moderate the interaction effects between regulatory focus and ad frame on ad memory, but not on attitude toward the ad. The implications of regulatory focus for advertising on social media are discussed.
Friday March 29, 2019 2:45pm - 4:15pm MDT
Normandy B
Gawon Kim, Louisiana State University Yongick Jeong, Louisiana State University Ian Skupski, Louisiana State University
Using natural reactions to Super Bowl ads (2015-2018) on Twitter, this study examines the role of ad likeability in the relationship between ad factors (length, frequency and clutter) and sentiment of consumer engagement (overall, positive and negative). The findings indicate that ad likeability mediates the impact of ad length on overall consumer engagement as well as positive sentiment consumer engagement. Ad likeability moderates ad frequency, influencing consumer engagements in all three tested sentiment modes. This study explains the findings using the hierarchical model of consumer response (think-feel-do). Implications and limitations are also discussed.
Friday March 29, 2019 2:45pm - 4:15pm MDT
Normandy B
Jane Caulfield, University of Saskatchewan Michelle Day, University of Saskatchewan Barbara Phillips, University of Saskatchewan
Portrayals of death in advertising for non-death related products are exceedingly rare, in sharp contrast to numerous death portrayals in other media sources such as movies and TV programs. Additionally, advertising increasingly depicts other controversial topics, such as sex and violence, but not death. Is death the last taboo in advertising? This study examines death as a taboo topic in advertising through in-depth interviews with twenty consumers—half of the participants are in their 20s and half are older than 65. Participants were shown six current, non-shocking ads containing death portrayals to help answer the research question: How do consumers understand and feel about death portrayals in advertising for non-death related products? Themes are explored to understand if consumers’ responses are related to different types of portrayals of death in advertising, or consumers’ stage of life.
Friday March 29, 2019 2:45pm - 4:15pm MDT
Bordeaux
Doyle Yoon, University of Oklahoma Sang Chon Kim, University of Oklahoma
The current study examined the influencing factors on the gratitude toward the advertising and the mediating role of both value and intention of advertising between perceptions of advertising function (irritation, informative, and entertainment) and the gratitude toward the advertising. Two studies presented two important findings. First, as expected, the negative perception like irritation had a negative association with advertising gratitude and positive perception like informativeness and entertainment had a positive association with advertising gratitude. Second, the perceived informativeness of advertising was mediated by advertising value on advertising gratitude, while the perceived entertainment influenced directly on advertising gratitude. Details and interpretation were discussed further.
Friday March 29, 2019 2:45pm - 4:15pm MDT
Bordeaux
Taylor Jing Wen, University of South Carolina Linwan Wu, University of South Carolina Naa Amponsah Dodoo, Emerson College Chris Noland, University of South Carolina Eunice Kim, Ewha Womans University
This study investigated the interplay between mood and disclosure type on consumers’ recognition and evaluation of native advertising. This research discovered that consumers are more likely to recognize the ad with an explicit rather than implicit disclosure label. Moreover, this study also suggested that consumers’ mood influence ad recognition, such that a negative mood is more likely than a positive mood to drive consumers to interpret the persuasive purpose of a native ad. More importantly, mood influences consumers’ evaluation of native advertisements with different levels of disclosure. Specifically, consumers in a positive mood evaluate a native ad with implicit disclosure more favorably than an ad with explicit disclosure. By contrast, consumers in a negative mood respond more positively to a native ad with explicit disclosure compared to an ad with implicit disclosure. In addition, this study identified persuasion knowledge and perceived manipulativeness as the underlying mechanisms that accounted for the effects of ad recognition on content liking. These results are believed to provide useful theoretical and practical implications to the field of native advertising.
Friday March 29, 2019 2:45pm - 4:15pm MDT
Bordeaux
Panelists: Janet Rose, University of Kansas (Moderator) Helen Katz, Publicis Groupe & DePaul University Harsh Taneja, University of Illinois Jay Newell, Iowa State University Dave Wilcox, Marquette University
It is increasingly difficult to teach media planning for strategic communications today. Complex and targeted data analytics challenge the very need for media strategy methodologies and approaches. At the same time, the term “media" – particularly for Gen Z and Gen Y students – has a variety of meanings thus complicating the context for shared discourse and learning in the classroom. This panel offers perspectives on recent media research relevant to the academy, for both practitioners and researchers. It also offers learning from the classroom where students and professors are engaged in critical conversations about what media is and means today. Discussion includes: What are the best approaches to help students understand and develop media audiences in 2019? How much hands-on experience do students need in the classroom? How do the changes in media impact our theoretical knowledge? How do we get students to think beyond digital and social media? What does the field and the industry need from media researchers in the academy today? How can we as media researchers and teachers better prepare students for careers in the “real world”? How much do we need to teach and study strategic communications in an increasingly automated, data-driven advertising media world?
Branding is crucial to eliciting perceived quality, to the extent that some consumers believe that unbranded products can be a waste of money. A long line of researchers has been concerned with best practices for promoting condoms as a means to promote safe sex behaviors. In studying methods of adoption, however, research in condom retailing lacks development. In two studies, this article extends the health branding literature by investigating the role of brands in consumers’ intentions to purchase and use condoms, as well as trust in branded and unbranded health products.
Saturday March 30, 2019 8:30am - 10:00am MDT
Normandy A
Joe Phua, University of Georgia DongJae (Jay) Lim, University of Georgia
Through a 2x3 between-subjects experiment, this study examined effects of health warning labels (presence or absence) and advertising message claims (“Quit smoking using e-cigarettes,” “Healthier than regular cigarettes” or none) in celebrity-endorsed Instagram e-cigarette brand advertisements. Results indicated health warning labels exerted significant main effects on attitude towards e-cigarettes, intention to use e-cigarettes, and brand attitude, and interacted with message claim type to affect these dependent measures. Health consciousness, perceived information value and social media usage also significantly moderated between health warning labels and attitude towards e-cigarettes, intention to use e-cigarettes and brand attitude. Research and practical implications are discussed.
Saturday March 30, 2019 8:30am - 10:00am MDT
Normandy A
Regina Ahn, University of Illinois Jie (Doreen) Shen, University of Illinois Xuanjun Gong, University of Illinois Chen Chen, University of Illinois Weizi Liu, University of Illinois Michelle Nelson, University of Illinois Gail Ferguson, University of Illinois
Despite the rising U.S child obesity rate, we still observe the prevalence of unhealthy food and beverage advertisements targeting children and adolescents. Previous studies consistently revealed that children are bombarded by a myriad of unhealthy food and beverages while they watch television. Specifically, Nickelodeon, as one of the top-rated children’s television channels, was under criticism for the vast number of advertisements promoting low nutrient foods on its shows. To update Nickelodeon’s food advertising exposure, we conducted a content analysis of 506 food and beverage advertisements aired on the Nickelodeon channel during two time periods. The study found that Nickelodeon did not show significant improvement in promoting healthier foods to child audiences or in limiting less healthy food advertising. Fast foods, soft drinks and confectionery brands dominantly appeared with promotional characters, emotional appeals, and taste claims. The results also showed evidence that health claims were used not only for healthy food (e.g., milk, seeds and nuts) but also for food products in the gray area (e.g., fruit juice, yogurt). Further discussions are needed regarding public policy and regulatory actions.
Saturday March 30, 2019 8:30am - 10:00am MDT
Normandy A
Shannon Harris, Endicott College Anna McAlister, Endicott College
The typical “kids’ menu” offers meals that are not nutritionally balanced. Chicken tenders, mac and cheese, French fries, and Shirley Temples are alluring to children and may ease the fears of parents who worry that their fussy eaters will not get fed. Despite being childhood favorites, the typical kids’ menu offerings may contribute to issues such as childhood obesity, disease, and malnutrition. The present study examines minor changes to kids’ menu formatting that bear significant influence on kids’ food choices. Participants in this study were children ages 7 to 11 and their parents. Respondents were 51 children and 44 parents. Results of the lab study showed that unhealthy food choices were more prevalent when the menu featured pictures of the food items. Menus with words and no food images resulted in healthier food choices. Parents who viewed a menu featuring the MyPlate logo were more likely to disapprove of their child’s food selections and were also more insistent that their child switch to healthier options. Policy implications are discussed.
Saturday March 30, 2019 8:30am - 10:00am MDT
Normandy A
Taeyeon Kim, University of Georgia Joe Phua, University of Illinois
This study examined the effects of hashtag type (brand name versus empowering campaign hashtag) on information value and attitude towards hashtags. Results indicated that consumers showed more favorable attitudes towards empowering campaign hashtags than brand name hashtags, and that perceived information value of hashtags meditated the relationship between hashtag type and attitude toward the hashtags. Furthermore, consumer responses to the two hashtag types varied across luxury and mass-market cosmetic brands. When cosmetic brands used brand name hashtags, consumer responses were comparable across both brand types, but when brands used empowering campaign hashtags, perceived luxury affected consumer.
Saturday March 30, 2019 8:30am - 10:00am MDT
Normandy B
Sara Champlin, University of North Texas Yvette Sterbenk, Ithaca College Kasey Windels, University of Florida Maddison Poteet, University of North Texas
A growing trend in advertising is “brand responsibility,” wherein a brand aligns itself with a social issue. A prominent focus of these messages is gender equality, namely, female empowerment. Advertisers utilize “femvertisements” to emphasize their support of women. However, the motive behind this work is often called into question, given brands’ inherent desire to sell products. Advertisers should consider how brands “fit” with specific social issues. In this study, brand-cause fit is explored through a qualitative analysis of advertisements that received an award for femvertising. Previous research conveys that the effect of brand-cause fit on consumer evaluations is inconsistent. This study sheds light on the relevant differences in message themes between brands with high versus low brand-cause fit, in an effort to further this literature. Four key themes are elucidated: What it Means to be a Woman, The Current State of Women, Hesitation to Alienate your Current Target Audience, and Product Purpose. Brand-cause fit is also assessed from an “image” perspective. A brand’s corporate image is conveyed through their leadership and social initiatives. Among brands with award-winning femvertisements, however, few had female-focused corporate leadership, yet several had existing initiatives devoted to women. Implications for advertising practitioners and researchers are discussed.
Saturday March 30, 2019 8:30am - 10:00am MDT
Normandy B
Hojoon Choi, University of Houston Kyunga Yoo, KT Corporation
Previous studies indicate that US consumers’ feminist attitudes can positively influence their evaluations of sexual images of women in advertisements. This study sought to test the generalizability of that finding with a test in a different cultural background among Korean consumers. Furthermore, this study investigated how consumers’ diverse feminist perspectives influence evaluative responses to sexually explicit advertisements. The results reaffirmed the positive effect of feminist attitude in general. In addition, further analyses found that while consumers’ liberal feminism, cultural feminism, and conservatism perspectives positively predicted the evaluative responses, radical feminism perspective produced negative predictive effects. These findings, which advance previous research, provide several implications for theory and practice, as well as suggestions for future research.
Saturday March 30, 2019 8:30am - 10:00am MDT
Normandy B
Kasey Windels, University of Florida Sara Champlin, University of North Texas Summer Shelton, University of Florida Yvette Sterbenk, Ithaca College
Femvertising messages are advertisements that aim to empower women through pro-female messages, and the category has grown tremendously since the success of the Dove Campaign for Real Beauty. The industry has celebrated the new category with several new awards, and consumers share the messages of empowerment through social media. However, some research has shown that these messages use post-feminist discourses, which draw on feminist signifiers, strip them of their political meaning, and use those messages in the service of selling. Using a feminist critical standpoint and textual analysis, this study analyzes the 26 campaigns that have won #Femvertising Awards since 2015, seeking to determine whether and which elements of post-feminist discourse were used in these award-winning femvertising campaigns. A deep understanding of the potential flaws in these otherwise powerful emotional messages is necessary if advertising wishes truly to empower women with femvertising messages.
Saturday March 30, 2019 8:30am - 10:00am MDT
Normandy B
Despite the growing interest of virtual reality (VR) technologies among professionals and academics, little attention has been paid to the role of audio, such as voice introductions and narrations, in the overall VR experience. Also, very few studies have been conducted to investigate the effectiveness of different displays in combination with other persuasive strategies, especially in real estate advertising. This study examines the effects of different types of message voiceovers and VR videos on consumer learning in real estate advertising. A 2 (voiceover strategy: narrative vs. statistical message) by 2 (VR displays: immersive VR vs. 360-degree video) between-subjects study was conducted. Results showed that viewers who watched 360-degree video had better memories about the virtual property tour content, but viewers in immersive VR reported greater behavior intention. Moreover, there was an interaction between message type and VR type. Viewers had the highest memory retention when they listened to a narrative style voiceover accompanying a 360-degree property tour video. The adoption of the different types of VRs and voiceover strategies in real estate marketing are discussed.
Saturday March 30, 2019 8:30am - 10:00am MDT
Bordeaux
Sujin Kim, University of Texas Kacy Kim, Bryant University Sukki Yoon, Bryant University
This study addresses the interplay of the restriction (limited-time vs. limited-recipient) and the engagement (pre-engagement vs. post-engagement) on consumers’ responses. Based on the concept of psychological distance in Construal Level Theory (Trope and Libermann 2010), two hypotheses were derived and tested. The results demonstrate that the effect of scarcity appeals can be optimized according to the before and after the engagement. If an advertisement is available after consumers’ media engagement, a time-limited ad message is more effective than a recipient-limited ad message. Also, if an advertisement is shown independently, a recipient-limited ad message leads to more favorable brand attitude than a time-limited ad message. The implications and limitations were discussed.
Saturday March 30, 2019 8:30am - 10:00am MDT
Bordeaux
So Young Lee, University of Texas Chan Yoo, Saint Joseph's University Dong Hoo Kim, University of North Carolina Yoon Hi Sung, University of Texas
This study examined the relationship of consumers’ self-brand connections (SBCs) and psychological distance toward a brand (study 1) and investigated the matching effect of consumers’ SBCs and ad claims framed by different construal-level terms (high vs. low) on the ad effectiveness (study 2). Study 1 found that the stronger the SBCs consumers have, the closer psychological distance they feel toward the brand. Meanwhile, Study 2 revealed that participants in the weak SBCs condition (i.e., Adidas) respond to an abstractly-framed ad message more favorably in comparison to a concretely-framed ad message. In contrast, participants in the strong SBCs condition (i.e., Nike) tend to favor concretely-framed ad message in comparison to an abstractly-framed ad message, however, the difference in the strong SBCs condition was not significant, indicating that the weak SBCs condition is more conducive to the matching effects of the message construal levels than the strong SBCs condition is. The current study extends the applicability of CLT and SBCs to the branding and ad processing context as well as provides practical implications to develop effective marketing communication.
Saturday March 30, 2019 8:30am - 10:00am MDT
Bordeaux
Eunjin Kim, University of Southern California Sidharth Muralidharan, Southern Methodist University Heather Shoenberger, Pennsylvania State University
The present research proposes and tests a framework for narrative-advertising effectiveness. A study with 40 commercials and 421 participants confirmed that advertising persuasiveness could be enhanced when narratives elicit more self-relevance and produce more vividness. Specifically, narrative ads high on both self-relevance and vividness produced greater goal and emotional engagement, more emotional engagement, and higher likelihood of decreased ad skepticism, resulting in more positive ad and brand attitudes. Further, the results also supported moderated mediation processes, with ad message explicitness as an important moderator. This research not only enhances our theoretical understanding of how narrative advertising works, but also provides specific guidance for advertising practitioners on which creative components can help elevate narrative persuasion.
Saturday March 30, 2019 8:30am - 10:00am MDT
Bordeaux
Panelists: Sabrina Habib, University of South Carolina (Moderator) Jorge Villegas, University of Illinois at Springfield Thomas Vogel, Emerson College Joseph T. Yun, University of Illinois Glenn Griffin, University of Colorado – Boulder Jay Newell, Iowa State University
This proposed roundtable builds upon a Special Topics panel presented at the 2018 AAA annual conference in NY. Last year, industry leaders discussed changes in the creative team and creative approaches as a result of Artificial Intelligence [AI] and social listening. Among other topics that resulted from the panel, one stood out to the moderators: Students need to be willing to be leaders of change. This proposal aims to take a deeper look at the implications of AI and data streams in advertising creative education through a roundtable comprised of leading creative educators.
All meetings for both incoming and outgoing members:
Awards - Nice Communication - Normandy B Finance - Restaurant/Coffee Shop Global and Multicultural - Ballroom C (shared) Membership - Bordeaux Research - Ballroom C (shared)
Meet the Editors of the following journals: Journal of Advertising (JA) Journal of Current Issues and Research in Advertising (JCIRA) Journal of Interactive Advertising (JIAD) International Journal of Advertising (IJA) Journal of Advertising Research (JAR) Journal of Mass Communication (JMC)
Saturday March 30, 2019 10:00am - 11:00am MDT
Normandy A
Rose Needle, University of South Carolina Karen Mallia, University of South Carolina
Open office plans have become the dominant mode for creative workplaces, designed to encourage collaboration. Little research assesses the validity of that conventional wisdom, or the impact of open environments on creativity, productivity or employee satisfaction. Though the “Extrovert Ideal” permeates these industries, nearly 50% of the general population is introverted—and introverted traits correlate positively with creativity. Thus, this study surveys 143 people working in creative industries, assessing perceptions of productivity and satisfaction along with personality type. A majority of respondents yearned for solitude to complete certain tasks. Findings suggest that open office environments may indeed undermine creative productivity, especially among introverts, and in turn, discriminate against non-extraverts.
Saturday March 30, 2019 11:00am - 12:30pm MDT
Normandy A
Jean Pfiffelmann, Jean Moulin Lyon 3 University Sébastien Soulez, Jean Moulin Lyon 3 University Nathalie Dens, University of Antwerp
Across two between-subjects online experiments, we demonstrate that personalizing Facebook job advertisements with the integration of personal information in the ad increases job-pursuit intention through perceived considerateness (i.e., the feeling of being considered). Study 1 shows that need for cognition moderates the influence of personalization on considerateness, so that high need for cognition individuals do not experience considerateness when being exposed to a personalized ad containing both their first name and profile picture. Study 2 shows that only individuals with a strong personal sense of uniqueness experience considerateness when being exposed to a personalized ad containing only their first name. Therefore, the mechanism by which personalization transmits its effect on job-pursuit intention through considerateness is conditioned by personal traits. Our paper contributes to the understanding of personalized recruitment advertising by revealing a new working mechanism of ad personalization and its conditional process.
Saturday March 30, 2019 11:00am - 12:30pm MDT
Normandy A
Shu-Chuan Chu, DePaul University Yang Cao, Shanghai Institute of Technology Jing Yang, Loyola University Juan Mundel, DePaul University
Client and agency relations are crucial in the creation of successful advertising and for positive business results. However, the quality of the client-agency relationship has been an important, yet overlooked, construct. This study focuses on how agencies’ relationships with their clients impact their creative performance and implementation. Results show that commitment was found to positively associate with agency creativity. The findings of this study also suggest that the Chinese guanxi (English translations are ‘relationships’ and ‘connections’) framework is applicable to study the client-agency relationships in China. Both ganqing and renqing were found to associate positively with the implementation of advertising campaigns in China. In addition, ganqing was found to relate to the agency’s creativity while xinren and renqing did not have a positive impact on the creativity of the advertising campaign. The results of this study are important for furthering the understanding of the Chinese advertising market.
Saturday March 30, 2019 11:00am - 12:30pm MDT
Normandy A
To land a job as an art director the presentation of a strong conceptualized portfolio is only part of the equation. What additional knowledge helps the novice creative not only during the initial interview but to succeed once they land the job? This study looked to find out what additional skills and traits working art and creative directors felt young creatives needed beyond their portfolio in order to land their first job in advertising. The results suggest ways forward in how to prepare students to incorporate design, business and personal skills into a well-rounded creative and personal brand.
Saturday March 30, 2019 11:00am - 12:30pm MDT
Normandy A
Regina Ahn, University of Illinois Mariea Grubbs Hoy, University of Tennessee Yoon Ah Lee, University of Illinois Cecilia Zhou, University of Hong Kong
The evolution of digital technologies and social media have made YouTube unboxing videos a cultural phenomenon. As child influencer sponsored unboxing videos’ popularity increases among children, we also observe growing concerns about children’s unawareness of this new form of native advertising. To help young viewers, the FTC and CARU have provided regulatory and self-regulatory guidelines regarding clear and conspicuous sponsorship disclosure. However, no research has examined the extent to which sponsorship disclosure cues in child influencers’ unboxing videos meet this guidance. We do so in the current study by analyzing sponsorship disclosures for sponsored unboxing video content of the EvanTube HD YouTube Channel. We found that EvanTube HD adhered to CARU’s guidance of including an oral disclosure at the beginning of the video and established their own standardized format of disclosure cues. Nonetheless, there are still other areas that warrant further investigation.
Saturday March 30, 2019 11:00am - 12:30pm MDT
Normandy B
Courtney Carpenter Childers, University of Tennessee Mariea G. Hoy, University of Tennessee Brandon Boatwright, University of Tennessee Betsy DeSimone, University of Tennessee
The Federal Trade Commission (FTC) requires influencers to effectively disclose paid sponsorship. This study investigates the volume of tweets using hashtags to delineate social media influencer (SMI) disclosure via Twitter. A total of 29,314,363 tweets from 2016 and 2017 were extracted from Salesforce Marketing Could Social Studio to compare FTC compliant vs. non-compliant hashtags. Analysis indicates a continual, gradual increase in compliance in influencer tweets, with compliance being higher in 2017 compared to 2016.
Saturday March 30, 2019 11:00am - 12:30pm MDT
Normandy B
A phenomenological study explores how college women make sense of body images manipulated by Photoshop and how they perceive the mandated Photoshop disclaimer labels attached to digitally-altered images in fashion advertising. By conducting face-to-face in-depth interview of sixteen female college students, the study reveals four interpretive themes regarding the meanings of digitally-altered body images in advertising: “Photoshop is crazy,” “bad for teenagers,” “familiarity with Photoshop,” “still, I wish I could be,” and “the newer ideal body trend.” Four themes were highlighted in regard to the mandatory Photoshop disclosure: “feel a lot better and good for teenagers,” “ethical and trustworthy,” “more inclined to purchase,” and “where is my artistic expression?” Although majority of respondents perceived the usefulness of Photoshop disclaimer policy especially for teenagers, this study suggests that advertising practitioners, policy makers, and governments should acknowledge consumers’ individual differences such as their prior experience with image-editing devices and their evaluation on the nature of the persuasion in order to develop more effective prevention strategies and responsible advertising in the U.S.
Saturday March 30, 2019 11:00am - 12:30pm MDT
Normandy B
Alexander Pfeuffer, University of Georgia Jisu Huh, University of Minnesota
Addressing the emerging problem of sponsored eWOM on social media and a lack of clear standard in sponsorship disclosure, this study examined: (1) the effects of different disclosure modes on consumers’ attention to disclosure and perceived persuasive intent of sponsored eWOM, and (2) the effects of the level of detail and extent of disclosed commercial gain on attitudes toward the eWOM content creator and the brand. Two separate experiments were conducted with fictitious video product reviews. Study 1 found that the spoken-only and written-and-spoken disclosure modes generated incrementally higher attention to the sponsorship disclosure than did the written-only mode. However, perceived persuasive intent was not affected by disclosure mode. Results of Study 2 indicate that higher detail in disclosure led to more favorable attitude toward the reviewer for experience goods, but not for search goods. The extent of commercial gain disclosed had some significant impact on attitudinal outcomes: While sponsorship disclosure generally had negative impact on attitude toward the brand, disclosing the receipt of a free product showed statistically equal attitude toward the brand as the condition with no sponsorship disclosure. Persuasion knowledge emerged as the mediator facilitating the effect of the extent of disclosed commercial gain on attitudinal outcomes.
Saturday March 30, 2019 11:00am - 12:30pm MDT
Normandy B
Cahng-Dae Ham, Korean American Communication Association Sela Sar, University of Illinois Un Chae Chung, University of Illinois
Despite extensive research in product placement, little research has examined how different generation of consumers respond to product placement. Employing consumer socialization perspective and hierarchy-of-effects model, we examined how US consumers in four different generational groups (i.e., boomers, gen X, gen Y, and gen Z) responded to product placement across cognitive, affective, and conative stages; and how such responses are hierarchically processed in each generation group. Analyzing nationally representative sample of US adults (N= 27,367), the results of the study revealed that consumers’ cognitive, affective, and conative responses are significantly different by generation groups. Following serial mediation model tests revealed that the four group’s product placement processing models are similar but not identical, representing each generation group has idiosyncratic hierarchy-of-effect model in responses to product placement. We discussed theoretical and practical implications of the findings.
Saturday March 30, 2019 11:00am - 12:30pm MDT
Bordeaux
Jihoon Kim, University of Georgia Bart Wojdynski, University of Georgia Taeyeon Kim, University of Georgia Hyoyeun Jun, University of Georgia
A between-subjects experiment tested the effects of medium (location-based) and high (individually tailored) personalized advertising on online news readers, half of whom also paid attention to a podcast while reading. Results showed that the main effect of multitasking was not significant, suggesting that no significant difference in attitude toward the ad emerged between the multitasking and single-tasking conditions. However, in terms of level of ad personalization, a significant main effect on attitude toward the ad was detected. Participants who were exposed to the more personalized ad showed a less favorable attitude toward the ad than those who were exposed to less personalized ad. Moreover, the negative impact of the personalized ad message on ad evaluation was fully mediated by privacy concern. Theoretical and managerial implications are discussed.
Saturday March 30, 2019 11:00am - 12:30pm MDT
Bordeaux
Jiachen Yao, University of Illinois Yilin Ren, University of Illinois Seo Yoon Lee, University of Illinois Xuanjun Gong, University of Illinois Regina Ahn, University of Illinois Joseph Yun, University of Illinois Brittany Duff, University of Illinois Kevin Wise, University of Illinois
This study explored the relationship between multitasking preferences, multitasking behavior, and general perceptions of advertising. As an audience, heavier multitaskers engage with more media more frequently, yet we do not know much about how they perceive the ads that are placed in those media. Therefore, we explored the relationship between individual multitasking and detailed factors of advertising perception. Using a survey (N=451), we looked at more specific perceptions of advertising, namely value, irritation, entertainment, informativeness, and deception. Results showed a positive relationship between media multitasking preference and media multitasking behavior. Multitasking preference was not a significant predictor of perception of advertising, however, self-reported media multitasking behavior had a positive relationship with advertising value, advertising entertainment and advertising informativeness. Implications for research and practice are discussed.
Saturday March 30, 2019 11:00am - 12:30pm MDT
Bordeaux
Shili Xiong, University of Illinois Brittany Duff, University of Illinois
This study investigated media multitasking as a habit and its influence on the cognitive and affective processing of different advertising combinations in an online vide-watching context. We conducted an experiment with media multitasking level and webpage ad exposure timing as independent variables, recognition and attitude toward the product as dependent variables, and attitude toward general advertisement as the mediator was conducted. Results indicated 1) media multitasking level was not a predictor of product recognition; and that adding a webpage ad of the product placed in an online video could facilitate recognition of the product regardless of an individual’s media multitasking level and webpage ad exposure timing; 2) media multitasking level, however, was positively related to attitude toward the product placed in webpage ad and in video in an indirect way, mediated by an individual’s attitude toward general advertisement. Theoretical and practical implications for advertising strategies targeting media multitaskers are also discussed.
Saturday March 30, 2019 11:00am - 12:30pm MDT
Bordeaux
Panelists: Sara Champlin, University of North Texas (Moderator) Glenn Griffin, University of Colorado Juli James, University of North Texas Yvette Sterbenk, Ithaca College
Advertising agencies increasingly compete with work produced by holding companies and in-house marketing teams. Some agencies are making efforts to “evolve” by expanding their work to include services beyond “traditional” advertising. Agencies are also re-considering how they approach their work, holistically. In an effort to appeal to the growing Millennial demographic, many agencies are shifting their focus to be seen as “agents of change” within society. Indeed, this summer Ogilvy updated their tagline to “We make brands matter.” Similar observations can be seen throughout the industry, where agencies and brands are increasingly aligning with social issues. In this Special Topics session, four professors from across the U.S., as well as industry professionals, will discuss the current practices of brand activism. With backgrounds in corporate communications, advertising, creative and user-centered thinking, as well as digital and mobile game design, the panel will deliberate what brands do well and what could be improved. The panel will focus on advertising research, teaching, and practice. With the growth of this brand management strategy in our divisive political climate, it is likely that attendees have first-hand experience discussing advertising and social issues. This session will bring together these experiences for engaging discussion and consideration.
Doyle Yoon, University of Oklahoma Ziho Kang, University of Oklahoma Fuwei Sun, University of Oklahoma Sang Chon Kim, University of Oklahoma
The current study investigates the viewers’ attention to the advertising contents and advertising avoidance contents using eye tracking method and examines the correlation of viewers’ attention between self-reported and eye tracking data. An experimental study with 59 participants reveals that key contents of commercial obtained the more frequency of fixation and longer time of fixation. The skip button in the screen was effective to steal viewers’ attention from the advertising contents. A significant correlation was found in skip button attention between eye tracking and self-reported data, but not in advertising attention. Details and interpretation were discussed further.
Saturday March 30, 2019 2:00pm - 3:30pm MDT
Normandy A
Hyun Ju Jeong, University of Kentucky Jihye Kim, University of Kentucky
Drawing from existing anthropomorphism and social perception literature on warmth and competence, we conducted two experiments about brand anthropomorphism as a key message of corporate social responsibility (CSR). The findings of study 1 showed an anthropomorphic brand employed for CSR campaigns was effective in enhancing consumers’ warmth perception and buying pleasure. Applying self-perspectives, study 2 found that self-brand congruity influenced such consumer responses to the anthropomorphized brand in CSR campaigns, in particular when the brand was utilitarian rather than hedonic. Furthermore, perceived social connections and warmth perceptions toward the brand mediated the effect of self-brand congruity on the buying pleasure when consumers encounter CSR campaign. Theoretical and practical implications were discussed.
Saturday March 30, 2019 2:00pm - 3:30pm MDT
Normandy A
Dong Hoo Kim, University of North Carolina Joseph Cabosky, University of North Carolina Michele Lynn Meyer, University of North Carolina
Applying self-construal theory, this study investigates how users’ self-construals influence their SNS intensity on Snapchat or Instagram (Study 1), as well as the effect using a specific SNS platform has on users’ self-construals (Study 2). In addition, this research investigates how an individual’s self-construal can be primed by SNS use, and the impacts of that priming on a user’s information processing (Study 3). Unexpectedly, the results from study 1 demonstrate that individuals with higher independent self-construal show stronger intensity toward Snapchat than Instagram. The findings from study 2 empirically support that using Snapchat increases users’ interdependent self-construal, whereas using Instagram increases users’ independent self-construal. The results from Study 3 not only provide compatible evidence that SNS platforms can change users’ self-construal, but also demonstrate the interplay between the primed self-construal by SNS platforms and ad types (emotional appeal vs. cognitive appeal ad) in shaping individuals’ response toward the ad. The current research contributes to the field by expanding the self-construal concept in SNS research as well as provides practical implications to improve the efficacy of advertising campaigns.
Saturday March 30, 2019 2:00pm - 3:30pm MDT
Normandy A
Mina Lee, Kookmin University Hye Jin Yoon, Southern Methodist University
As one of the successful brand activism ad campaigns in recent years, the current study focuses on the Always #LikeAGirl campaign that took on the issue of girls and female empowerment. As a viral video marketing campaign with YouTube as their main vehicle for campaign dissemination, this study examined how Always brand activism campaigns spread on YouTube by conducting a network analysis of YouTube video networks generated by the #LikeAGirl campaign spanning across five campaign periods. Quantifiable data (i.e., views, comments, likes, dislikes, user-generated videos) and structural network patterns show that the Always #LikeAGirl campaign was successful by both standards. Although the follow-up campaign periods were not as successful as the initial campaign launch, the substantial amount of views, comments, likes, and user-generated content showed that the consecutive campaigns still had impact. As shown through the network patterns, the main campaign ads were central in the diffusion of the campaign during the earlier periods of the campaign, but that role was passed onto the user-generated contents in the later periods. Implications of the findings and future social network analysis studies in brand advertising and brand activism campaigns are further discussed.
Saturday March 30, 2019 2:00pm - 3:30pm MDT
Normandy A
DongJae (Jay) Lim, University of Georgia Tae Hyun Baek, University of Kentucky Sukki Yoon, Bryant University Yeonshin Kim, Myongji University
Through a 2x2 x2 between-subjects experiment, this study examined effects of cartoon images (versus actual picture) on green advertising using environmental threat appeals. Results indicated using cartoon images exerted significant main effects on attitude toward the ad. For future purchase intention, effect of cartoon images interacted with consumer’s level of issue involvement and moral identity. Especially, consumers with low level of issue involvement and low level of moral identity showed more favorable intention to purchase green products. The findings demonstrate cartoons should be used with caution and might not serve as an effective cue for high involved consumers.
Saturday March 30, 2019 2:00pm - 3:30pm MDT
Normandy B
As cause-related marketing (CRM) skepticism significantly affects consumers’ attitudes, this study draws from construal-level theory to identify how it can be abated. The results of an online experiment (N = 469) show that matching skeptical consumers’ low-level mindset with concrete CRM messaging effectively mitigates the negative effects of inherent skepticism on consumers’ responses. The resulting construal mindset congruency strengthens the favorability of consumer responses through a temporarily decreased state of skepticism and increasing perceived message credibility. The potential negative outcome of CRM advertisements can be counterbalanced by the perceptions of the credibility of the message, leading to a more favorable consumer response. This study provides insight into whether differences in construal mindset result in perceptual differences, thus necessitating the use of different CRM strategies for different individuals.
Saturday March 30, 2019 2:00pm - 3:30pm MDT
Normandy B
Sidharth Muralidharan, Southern Methodist University Carrie La Ferle, Southern Methodist University Eunjin (Anna) Kim, University of Southern California
Domestic violence is an ongoing health issue impacting women around the world. Helping victims through bystander intervention is a possible strategy that may help mitigate occurrences of domestic violence in the future. However, bystanders tend to be apathetic and the current study aims to explore the effectiveness of negative emotions (guilt and shame) on ad attitudes and reporting intentions of bystanders in India. Findings from an experiment showed that both guilt and shame were more effective than a control ad. With the introduction of self-construals, multiple regressions revealed that shame was more effective on individuals with an interdependent self. Furthermore, an independent self seems to be indifferent to ad appeals, whether in the absence or presence of negative emotions. Theoretical and managerial implications are discussed.
Saturday March 30, 2019 2:00pm - 3:30pm MDT
Normandy B
Yoon-Joo Lee, Washington State University Huan Chen, University of Florida Ruowen Wang, University of Florida
This study examines if vertical individualism can function as a motivating factor among Chinese and Korean consumers in supporting CSR initiatives. The finding suggests that CSR initiatives can be utilized as a tool appealing to vertical individualism. However, VI was an important motivator only among males and older age group in attitude toward CSR ads and purchase intention in Korea. In China, IV is a crucial factor to trigger a positive attitude and strong purchase intention toward CSR ads among young females. In general, the finding implies that among Chinese and Korean consumers, status seeking motives relevant to VI are particularly perceived to be achieved toward CSR initiatives among older age group of males. Theoretical and managerial implications are further discussed.
Saturday March 30, 2019 2:00pm - 3:30pm MDT
Normandy B
Advertising Coordinator, Universidad San Francisco de Quito
Head of the School of Advertising at Universidad San Francisco de Quito (number 1 university in Ecuador). Research interests: Digital Marketing, Consumer Behavior, New Generations.
Saturday March 30, 2019 2:00pm - 3:30pm MDT
Bordeaux
Harsha Gangadharbatla, University of Colorado Deepti Khedekar, Freelance Marketing Professional
The number of men choosing to stay at home to be the primary caregivers for their children is on the rise. Historically, advertising has reflected, reinforced and hastened the pace of societal change. With increase in stay-at-home dads (SAHD), there is also an increase in the ads featuring them. The current study adopts an experimental method (3x2 factorial design) to test in young adults the differences in the reception of ads featuring both men and women in primary caregiving roles. Results indicate that the group that watched an ad featuring a stay-at-home mom (SAHM) rated it as more favorable than the group that watched an ad featuring a stay-at-home dad (SAHD). However, subjects with egalitarian views on gender roles favored the ads featuring a SAHD more so than the subjects with traditionalist views. Implications are drawn.
Saturday March 30, 2019 2:00pm - 3:30pm MDT
Bordeaux
Kathrynn Pounders, University of Texas Amanda Mabry-Flynn, University of Illinois Sara Champlin, University of North Texas
Millennial consumers demand transparency advertising. As such, advertising practitioners face increasing pressure to depict male and female models “as they are” and not use digital alteration techniques such as Photoshop. However, work that examines consumer response to such ads is lacking. This work addresses this gap and examines model image (edited or unedited) and model gender on attitude towards the ad, brand, and intention to spread positive word-of-mouth. Findings of an experiment reveal that model gender indeed moderates consumer reactions to model image for female consumers. Further, perceptions of model realism are identified as an underlying mechanism that explains reactions among female consumers. Implications for advertising research and practice are outlined.
Saturday March 30, 2019 2:00pm - 3:30pm MDT
Bordeaux
Mark Yim, University of Massachusetts Eunice Kim, Ewha Womans University Hongmin Ahn, Dongguk University
The current study examines how consumers respond to an ad that features differently sized models (thin versus plus-size). Specifically, this study focuses on the mediating role of consumption visions in consumer evaluations to examine how consumers envision themselves in response to a thin versus plus-size models in advertising. To show this effect, three studies are conducted. Study 1 identifies the influence of self-discrepancy in body size on two negative emotions—guilt and shame and reveals how three different conditions of negative emotions such as guilt-dominant, equivalently negative, and shame-dominant emotions affect consumption visions. Study 2 tests how consumption visions are related to purchase intention while considering the gender effect. Study 3 reconfirms the findings from Study 1 and 2 and tests how three different types of emotional dominance affect consumer purchase intention. The proposed model identifies two emotion routes. A “positive” route motivated by guilt increases purchase intention and a “negative” route driven by shame decreases purchase intention through consumption visions. Theoretical discussion and practical suggestions are provided at the end in this study.
Saturday March 30, 2019 2:00pm - 3:30pm MDT
Bordeaux
Chen Lou, Nanyang Technological University Ilyoung Ju, Bowling Green State University
In light of an increasing outcry against using unrealistically ultra-thin models in advertisements, brands and advertisers are featuring more inclusive model images in their ads, including using realistic and normal-sized models. This study investigated the impact of using a normal-sized model (vs. an ultra-thin one) in the ad of a clothing brand on female consumers’ liking towards the brand’s use of the model, brand user-imagery congruity (UIC), brand attitudes, and purchase intentions. Our findings indeed demystified the market axiom – slim models “sell” – by showing that normal-sized model can work more efficiently among women. Specifically, female consumers, in general, favor the use of a normal-sized model (vs. an ultra-thin one) and express higher UIC upon seeing a normal-sized model than an ultra-thin one. Female consumers’ BMI moderated the impact of model size on their evaluation of the mode use and UIC, and among overweight female consumers only, UIC mediated such moderation effect on brand attitudes and purchase intentions, respectively. We discussed our findings and offered theoretical and managerial implications.
Saturday March 30, 2019 2:00pm - 3:30pm MDT
Bordeaux
Panelists: Anastasia G Kononova, Michigan State University (Moderator) Sydney Chinchanachokchai, University of Akron Prabu David, Michigan State University Brittany Duff, University of Illinois Se-Hoon Jeong, Korea University Claire M. Segijn, University of Minnesota Zheng (Joyce) Wang, The Ohio State University
Media multitasking, in its most general form, refers to situations when individuals are concurrently exposed to or switch between two or more sources of mediated content (Salvucci and Taatgen 2010). Multiscreening is a case of media multitasking where a user divides her attention between several screen devices (Segijn, Voorveld and Smit, 2016). This emerging habit creates a new type of consumer – consumer that has multiple opportunities to shift from one source to another the moment mediated content becomes less interesting or relevant. One important question for advertising research is how individuals engaging in media multitasking evaluate, process, and respond to commercial information. Another pressing question is what advertising agencies, companies, and media planners do to address the rising issue of a multitasking consumer. The discussion of this issue is especially relevant in light of the prediction that there will be 193 million of adult media multitaskers in the U.S. by 2019 (eMarketer 2017). An international group of collaborators from academia and advertising industry will provide their insights to address these important questions in a 90-minute special topics panel. Each speaker will give a 7- to 8-minute talk followed by a discussion.
Learn from current and former journal editors how to produce reviews that actually help authors craft better papers and advance their careers. You've all been the victim of a "bad reviewer", so come hear how to be the best reviewer possible.
Heck, you might even have authors write you a real thank-you note!
Sponsored by: University of Minnesota and Texas Christian University
Bus entertainment sponsored by: Southern Methodist University
Line dancing and off site activities sponsored by: University of South Florida
Meet buses between 4:45 and 5:00 for a 5:00 departure. We will arrive at Billy Bob's at 6:00. There will be refreshments on the bus ride! On arrival we will eat and from 7:30-8:30 we will enjoy line dancing lessons, so bring your dancing shoes!ID is required to enter Billy Bob's.
Buses will come back at staggered times: 8:30, 9:30 and 11:30. If you wish to stay later, we recommend that you find other registrants and share a Lyft!
Saturday March 30, 2019 4:30pm - 11:00pm MDT
Billy Bob's TexasHistoric Fort Worth Stockyards 2520 Rodeo Plaza Fort Worth, TX 76164-8208
Taylor Jing Wen, University of South Carolina Wonseok Eric Jang, Texas Tech University Linwan Wu, University of South Carolina
This study examines different types of meaningful messages: one is a moral-based meaningful message that highlights moral excellence and human kindness; the other is a skill-based meaningful message that emphasizes extraordinary skills and personal growth. Results show that older people evaluate the moral-based meaningful message more favorably because the content elicits the feeling of elevation, whereas younger people respond to the skill-based meaningful message more positively because the message triggers the feeling of admiration. This research contributes to the advertising literature by differentiating two types of meaningful messages through proposing age as a boundary condition and identifying varied psychological mechanisms to account for such effects. The findings also provide practical implications to advertising professionals to target different ages groups with varied meaningful messages.
Sunday March 31, 2019 8:30am - 10:00am MDT
Normandy A
Ji Mi Hong, University of Texas Wei-Na Lee, University of Texas
Based on the Trans-Theoretical Model, this study classified participants into one of three mutually exclusive stages according to their past experience and future intention for blood donation (Pre-contemplation, Contemplation/Preparation, and Action/Maintenance) and examined how persuasive effects of the ad messages that vary in terms of feasibility versus desirability of the recommended action differ depending on the message recipients’ current stages of behavior change for blood donation. Therefore, a 2 (message frames: feasibility vs. desirability) × 3 (stages of change: P vs. C/PP, vs. A/M) between-subject randomly assigned factorial design was used to test the proposed hypotheses. Findings confirmed the predictions such that individuals in earlier stages of change are likely to display more favorable attitudes toward the ad, attitudes toward the organization, and attitudes toward donating blood when exposed to desirability messages compared to those in later stages of change. In contrast, individuals in later stages of change are likely to display more favorable attitudes toward the ad and the organization when exposed to feasibility messages compared to those in earlier stages of change. Therefore, this study indicated that tailoring messages in accordance with the intended audience’s stages of change would be an important way of improving the ad effectiveness.
Sunday March 31, 2019 8:30am - 10:00am MDT
Normandy A
Yan Huang, Southern Methodist University Hye Jin Yoon, Southern Methodist University
The current study tested the influence of ad relevance to media content and ad type (i.e., PSAs vs. cause-related brand ads) on the effectiveness of prosocial native advertising on social media. Two experiments were conducted on different social media platforms (i.e., Twitter and Instagram) with different prosocial issues (i.e., eating for heart health and environmental sustainability). Consistent with the congruity effects of schematic processing, results indicate that the relevance of prosocial native ads to normal social media content elicited more favorable ad perceptions and attitude. However, the effect of ad relevance was moderated by the type of prosocial ads. The positive influence of ad relevance was pronounced among PSAs but was not observed among cause-related brand ads. Personal relevance and perceived ad importance were identified as two significant mediators for the interaction between ad relevance and ad type on ad attitude. Implications of the study findings were discussed.
Sunday March 31, 2019 8:30am - 10:00am MDT
Normandy A
Eun Yeon Kang, Kutztown University of Pennsylvania Lucy Atkinson, University of Texas
Considering a unique characteristic of a hotel’s green corporate social responsibility (CSR) practice that hotels need guests’ behavioral support such as recycling or reusing towels, it is critical for them to develop a strong persuasive CSR message. On the foundation of self-enhancement theory, this study investigated if flattery, a well-applied strategy in the sales context, could be a powerful persuasive tool to facilitate guests’ green behaviors at a hotel. Results showed that people who read a flattery green message showed significantly higher intentions to reuse towels while staying at a hotel and perceived a hotel’s CSR motive as public-serving compared to those who received a message without flattery. Also, a significant mediating effect of a perceived CSR motive on the relationship between a flattery message and intentions to reuse towel was found. This study advances CSR communication and consumer research in the hospitality field and also, provides an empirical message strategy for practitioners to maximize the success of their green CSR activities.
Sunday March 31, 2019 8:30am - 10:00am MDT
Normandy A
Michelle Nelson, University of Illinois Kathy Tian, University of Illinois Rachel Powell, CDC Foundation Gail Ferguson, University of Illinois
We focus on family as an important consumer socialization force to build persuasion knowledge (PK) about advertising through critical media literacy and ‘subvertising’. Subvertisements allow audiences to critically evaluate media content and to construct subversive narratives, often through parody. Ninety-two mother-adolescent dyads were randomly assigned to one of three groups (Control, Media Literacy Workshops-Only, Workshops+SMS). Media Literacy Workshops consisted of two sessions a week apart. In the workshops, we taught principles of PK and then families critiqued, created, and competed for the best subvertisements. In addition, one group received SMS “nudges” twice a week for eight weeks reinforcing the workshops’ core content. Dispositional PK was measured at four points across the 3-month study using questionnaires. Results of repeated measures (RM-)MANOVAs revealed the predicted Time effects on mothers’ and adolescents’ PK. However, adolescents’ PK scores fell after the two-month delay. Mothers’ PK scores were generally higher in the intervention groups following the workshops as compared with mothers in the control group. Findings from focus groups with mothers and adolescents showed increased recognition of persuasion tactics and examples of the ‘change in meaning’ principle of PK. Results show some support for the efficacy of the intervention to build PK, particularly among mothers.
Sunday March 31, 2019 8:30am - 10:00am MDT
Normandy B
Olivia Bravo, Florida State University Jaejin Lee, Florida State University
Marketers’ use of advocacy advertising has become more noticeable. This may be attributed to a rise in corporate social responsibility as well as a growing millennial cohort with demands for ethical business and marketing practices. This study extends established research on issue involvement, attitude towards the brand effects, and persuasion to advocacy advertising with the goal of understanding how message agreement may influence millennials’ brand response and behavioral intention. This is done through a two-condition between-subjects experiment of 288 millennials. The analysis reveals that message agreement mediates the effect of high issue involvement on attitude towards the brand, attitude towards the ad, and intention to support the advocated behavior. Furthermore, results indicate that while message agreement is an important determinant of attitude towards the brand and towards the ad, it plays a far less significant role in predicting intention to support the advocated behavior.
Sunday March 31, 2019 8:30am - 10:00am MDT
Normandy B
Sigal Segev, Florida International University Yu Liu, Florida International University Juliana Fernandes, University of Miami
This paper explores the effect of cultural orientations on the green consumption of American and Chinese consumers. The tested model positions four individual-level cultural orientations — dependence, independence, tradition and prudence — as antecedents for green value and concern, which in turn, affect purchase behavior. Results from a sample of 305 Americans and 365 Chinese indicate that for Chinese participants, tradition and prudence predict green value; no significant relationships between independence, interdependence and this value. In the U.S. sample, prudence and interdependence predict green value, while tradition is negatively associated with it. Results indicate that different cultural drivers motivate green purchase behavior cross-culturally. Although the cognition-affect-behavior hierarchy is validated in both cultures, the underlying motivation that shapes green behavior differs by culture. Theoretical and practical implications for advertisers are further discussed.
Sunday March 31, 2019 8:30am - 10:00am MDT
Normandy B
Linwan Wu, University of South Carolina Naa Amponsah Dodoo, Emerson College
The present research investigated how social inclusion and exclusion influence consumer responses to advertisements with different regulatory foci (i.e. promotion versus promotion). The results of two studies indicated that social inclusion led consumers to evaluating a promotion-focused advertisement more positively than a prevention-focused advertisement. Further moderated mediation analyses confirmed that the growth-seeking orientation accounted for such effects. However, social exclusion was not found to influence consumers’ responses to promotion- and prevention-focused advertisements. Some possible explanations for such results are provided. Both theoretical and practical implications for the overall findings are also presented.
Sunday March 31, 2019 8:30am - 10:00am MDT
Normandy B
Pam Richardson-Greenfield, Radford University Traci Freling, University of Texas Carrie La Ferle, Southern Methodist University
Some experts estimate consumers see at least 500 ads per day. For advertisers and marketers, it is critical for them to create advertising messages that break through the clutter and capture the attention of today’s consumers. One tactic that practitioners employ to capture consumers’ attention in this challenging environment is deceptive advertising, which misleads consumers about the attributes of a promoted product. This research study empirically tests appropriate crisis response strategies advertisers should enact following accusations of deceptive advertising. Findings indicate that consumers are able to detect differences in deceptive ads, depending on how deceptive the message is.
Sunday March 31, 2019 8:30am - 10:00am MDT
Bordeaux
Ilwoo Ju, Saint Louis University Jennifer Ohs, Saint Louis University
While heuristics offer a cognitively efficient information processing path, using heuristics risks reliance on an inaccurate or less applicable base of knowledge, thereby damaging decision quality. Our interest is how we could capitalize on the positive aspect of heuristics to address the negative side of it, in the context of consumers’ processing of information related to direct-to-consumer prescription drug advertising (DTCA). We propose and test a model that addresses how exposure to DTCA plays a role in health risk assessment and prescription drug decision engagement. We examine competing theoretical perspectives to unveil the dynamic mechanism of optimistic bias in terms of the influence of DTCA exposure. U.S. adults responded to a set of surveys across four major therapeutic categories. We found that exposure to DTCA enhances consumers’ perception of health risk likelihood and adjusts optimistic bias by reducing unrealistic self-positivity about health risk. The relationship between DTCA exposure and prescription medication decision engagement was mediated through perceived susceptibility, and this process was moderated by optimistic bias. The findings suggest that DTCA could improve consumers’ health by adjusting their unrealistic, positive bias of self-health risk assessment. The theoretical and practical implications are discussed along with its consumer and public policy implications.
Sunday March 31, 2019 8:30am - 10:00am MDT
Bordeaux
This study employed quantitative and qualitative content analysis to investigate the response strategies employed on Twitter by gun rights advocates to preempt anticipated demands for gun control in the wake of a mass shooting. During the immediate aftermath of a shooting in February 2018, Tweets sent out by politicians, political commentators, and organizations that were publicly supportive of gun owner’s rights engaged communications strategies that targeted the general public as well as gun rights advocates. Specifically, the Tweets aimed to ease concerns about gun ownership among the mainstream audience while maintaining enthusiasm among gun rights advocates by implementing a strategy that adheres to Social Identity Theory. These findings have implications for the management of brand communication that seeks to maintain heavy user enthusiasm while addressing skepticism from the public at large.
Sunday March 31, 2019 8:30am - 10:00am MDT
Bordeaux
The influence of trust responses to advertising on perceived product risk has received little research attention despite established links between trust and risk perceptions in other fields. In addition, scholars have explored few message factors that can influence trust and perceived risk. This paper presents the results of an experiment conducted within the context of prescription drug advertising to address these gaps. Benefit type (functional versus emotional) and amount of risk information were manipulated while involvement with the health condition served as a measured variable. Results indicated an emotional benefits message increased positive trust feelings (security) which in turn decreased perceived drug risk among those with higher involvement while the functional benefits message reduced perceived drug risk via ad credibility among those with lower involvement. These results were only seen when the amount of risk was high and the health condition was not life-threatening.
Sunday March 31, 2019 8:30am - 10:00am MDT
Bordeaux
Panelists: Harsha Gangadharbatla, University of Colorado (Moderator) Valerie Jones, University of Nebraska Christopher Ferrel, The Richards Group Christopher Owens, The Richards Group Christopher Vargo, University of Colorado Hairong Li, Michigan State University
In this panel, experts from the industry will discuss the role of Artificial Intelligence (AI) in advertising and how they are using it for their current clients. Advertising scholars will outline the various aspects of AI, the technology behind it, and its potential for research. Understanding the opportunities and challenges AI presents will not only keep us informed but it will also help us prepare our students to adapt and thrive in this brave new (automated) world.
Hyejin Bang, University of Kansas Dongwon Choi, Kookmin University Sukki Yoon, Bryant University Tae Hyun Baek, University of Kentucky
This research is an examination of three key marketing factors—product, price, and promotion—to observe how they shape the effectiveness of prosocial advertising campaigns. In two experiments, we found that attitudes and behavioral intentions toward recycling and charity advertising depend on whether advertised products are hedonic or utilitarian, whether prices are full or discounted, and whether advertising messages are assertive or nonassertive. The findings from both experiments converge on the conclusion that for hedonic products, nonassertive (vs. assertive) messages are more effective with a full-priced purchase, whereas assertive (vs. nonassertive) message are more effective with a discounted-price purchase; however, for utilitarian products, the persuasiveness of assertive vs. nonassertive messages did not differ regardless of price discount.
Sunday March 31, 2019 10:15am - 11:45am MDT
Normandy A
Sun-Young Park, University of Massachusetts Mark Yim, University of Massachusetts
This study examines the effects of the interaction between social distance and message orientation (i.e., construal level effects) on responses to advertising messages that promote recycling behaviors. The results show that the messages focused on the high-level (why-laden) features were more persuasive in terms of generating more positive attitudes toward advertising when messages are framed in terms of socially distant entities (i.e., the planet, earth, or globe), whereas the messages focused on the low-level (how-laden) features were more effective when asking participants to make judgments for their proximal entities (i.e., the U.S. or local community). For behavioral attitudes and intentions these effects were observed under the how-laden and proximal condition, but not observed under the why-laden and distant condition. The findings demonstrate a unique pattern of construal level fit effects in the context of recycling advertising campaigns. Also, the moderated mediating analysis suggests the role of message persuasiveness in mediating the relationship between construal level fit and outcome variables. Theoretical and practical implications of the study are discussed.
Sunday March 31, 2019 10:15am - 11:45am MDT
Normandy A
Rachel Lim, University of Texas Jimi Hong, University of Texas Wei-Na Lee, University of Texas
This research intends to examine the impact of consumer knowledge on their response to a company’s corporate social responsibility (CSR) initiative. Specifically, this research aims to examine the moderating role of consumer knowledge on the effect of company-cause fit on CSR outcomes. Results reveal that consumers with low CSR knowledge perceive a company’s CSR as more unique when the level of company-cause fit is high than low. In contrast, consumers with high CSR knowledge identify a company’s CSR as more unique when the level of company-cause fit is low than high. Furthermore, the study reveals a mediating pathway of perceived uniqueness on the interplay between types of company-cause fit (low vs. high) and consumer CSR knowledge (low vs. high) on their attitude toward the ad, company and socially responsible image.
Sunday March 31, 2019 10:15am - 11:45am MDT
Normandy A
Yoon Hi Sung, University of Texas Rachel Esther Lim, University of Texas Wei-Na Lee, University of Texas
Numerous studies on corporate social responsibility (CSR) have focused mainly on theoretical development and managerial implications for large companies in general, while overlooking CSR engagement of small companies. Therefore, this study examined the impact of company size and cause proximity on consumer response to CSR initiatives. The findings show that individuals tend to evaluate a company as more socially responsible when the company is considered as small-sized than large-sized. In addition, for a large company, a local cause led to more favorable corporate image and attitude toward the ad than a national cause, whereas there was no difference for a small company. In contrast, for a small company, a national cause resulted in higher resilience of negative information than a local cause, whereas there was no difference for a large company. The research suggests that a different approach is needed for understanding consumer response to CSR engagement by small businesses. Further implications and future research are discussed.
Sunday March 31, 2019 10:15am - 11:45am MDT
Normandy A
Linwan Wu, University of South Carolina Jiangmeng Helen Liu, Seattle University
A salient characteristic of the current digital economy is the prevalence of digital goods. It may be largely attributed to the rapid growth of digital media which grant users tremendous control over various media content. However, a number of studies in consumer psychology reported that consumers may value digital goods less than physical goods because immateriality leads to reduced perceptions of control and inhibits sense of ownership. Noticing this conflict in scholarship, this study examines how consumers’ need for control influences their responses to digital and physical products. The results indicated that consumers high in need for control evaluated digital products more positively than physical products and also preferred the advertisements featuring digital products. Moreover, these consumers were also willing to pay more for digital rather than physical goods. Such results provided some preliminary evidence indicating that digital goods may satisfy consumers’ need for control. Both theoretical and practical implications are discussed.
Sunday March 31, 2019 10:15am - 11:45am MDT
Normandy B
Kacy Kim, Bryant University Sujin Kim, University of Texas Sukki Yoon, Bryant University
When consumers are faced with various discounts, they are likely to find some easier to comprehend than others and this degree of difficulty will impact purchase decisions. This study explains complexity as a dimension of psychological distance using different types of discounts. Current research examines that easy-to-process discounts (dollars-off) appear near and difficult-to-process discounts (percentage-off) appear far. Building on construal level theory, Study 1 demonstrates the dollars-off discounts are more effective when matched with attribute appeals (a concreate message), whereas percentage-off discounts are more effective when matched with benefit appeals (an abstract message). Study 2 extends this finding and shows that dollars-off discounts are more effective when the sales end at the end of the week (near future), whereas percentage-off discounts are more effective when the sales end at the end of the year (distant future).
Sunday March 31, 2019 10:15am - 11:45am MDT
Normandy B
Sujin Kim, The University of Texas Lucy Atkinson, The University of Texas
This study examines the interaction effect of scarcity messages and social influences on consumers’ purchasing intentions in the context of social media call-to-action advertising. Using a 2 (Time constraints: High vs. Low) X 2 (Social influence: Strong-tie vs. Weak-tie) in between subjects factorial design, this research examines how these two different situational factors (time constraints, social influences) jointly lead individuals to purchase products. Building upon the Social Influence Network Theory and Commodity Theory, the findings suggest that when a strong social tie endorses an ad, the ad with high time constraint increases consumers’ impulse buying tendency and purchase intent over the advertising with low time constraint; the advertising with low time constraint increases impulse buying tendency and purchase intent over the advertising with high time constraint when a weak social influence endorses an ad. Important theoretical issues are discussed as well as implications for advertising and marketing practitioners who engage in online marketing.
Sunday March 31, 2019 10:15am - 11:45am MDT
Normandy B
Tae Hyun Baek, University of Kentucky Sukki Yoon, Bryant University
The authors conduct two studies to examine how time urgency affects consumer responses to mobile reward programs. For participants who have made high progress toward reaching goals, short expiration dates (“collect 10 stamps for a free coffee by tomorrow”) cause to-go framing (“2 more stamps to go”) to be more effective than to-date framing (“8 stamps collected so far”), but for participants who have a long way to go before reaching the goal, short expiration dates cause to-date framing to be more effective than to-go framing. However, a long expiration date produced no difference between to-go and to-date framings, under both high and low progress.
Sunday March 31, 2019 10:15am - 11:45am MDT
Normandy B
Joonghwa Lee, University of North Dakota Haseon Park, University of North Dakota Emily Gibbens, University of North Dakota Soojung Kim, University of North Dakota
The purpose of this study is to explore the message-related trends of Super Bowl ads for the last 52 years. This study conducted a content analysis with 2,441 Super Bowl ads from 1967 to 2018 in terms of product involvement, advertising appeals, and message strategies. The findings indicated that low-involvement products were more advertised than high-involvement products since 1990s, and humor, animal, and child appeals recently increased. Informational strategy with unique selling proposition was popular during 1965s-1980s, whereas transformational strategy with brand image became more popular since 1985s. Theoretical and practical implications are discussed.
Sunday March 31, 2019 10:15am - 11:45am MDT
Bordeaux
Sylvia Chan-Olmsted, University of Florida Rang Wang, University of Florida Kyung-Ho Hwang, Kyungnam University
The Millennial is gradually leaving broadcast radio. To retain Millennial consumers, radio broadcasters integrated mobile apps into their branded services to adapt to the generation’s mobile-centric lifestyle. Branded radio apps, which possess technology, brand, and media properties simultaneously and act as a marketing tool as well as a means of content delivery, are the focal point of this study. Through a national survey of Millennial radio consumers, this study explores their functionality preferences regarding branded radio apps and factors affecting their adoption of such apps. The potential contribution of these apps to loyalty is also studied. To be specific, three types of factors are investigated, namely technology, brand, and media factors. Adoption is explored from two perspectives, including adoption intention among non-adopters and actual adoption behaviors that distinguish adopters from non-adopters. The results suggest that Millennial consumers desire engagement, control of radio experience, integration of social media, and enhancement of music listening. In addition to functionality factors, technology acceptance factors, media usage factors, and brand relationship factors also play a role in affecting adoption. As such, this study contributes to the literature of technology acceptance, branded apps marketing, and media management. Practical implications are discussed as well.
Sunday March 31, 2019 10:15am - 11:45am MDT
Bordeaux
Sport fans’ options for media consumption seem almost endless in today’s world where devices such as mobile phones, laptops, and tablets provide access to live sporting events from anywhere. More and more people are using these portable technologies to stay on top of the latest news, events, and gossip surrounding sport coverage, leading to an ever-more “connected” fan (Greenwood and York 2014; Hull and Lewis 2014; Kang, Ha, and Hambrick 2015; Rowe 2014). Hull and Lewis (2014) established the term “connected fan” to describe those sport fans who use Internet-enabled devices for fandom-related purposes at least one hour each day. This group is becoming more relevant each new sports season, as the industry is beginning to notice a shift in overall sport media consumption choices.
Sunday March 31, 2019 10:15am - 11:45am MDT
Bordeaux
American universities are using social media outlets to reach audiences; moreover, the collegiate YouTube channels included in this study had more than 1.5 million subscribers as of August 31, 2018. Past studies have identified spiritual elements within commercial advertising (Marmor-Lavie & Stout, 2016). Explicitly identifying aspects of spirituality using the Spirituality in Advertising Framework (SAF), this study analyzes NCAA Division I videos (n=115) featured on the institutions’ official YouTube channels. A key finding was the presence of spiritual ideas in each NCAA conference, in public and private colleges, in Carnegie R1, R2 and R3 research institutions and Hispanic Serving Institutions (HSIs). The SAF core idea most frequently identified in the study's video was the “integration with others” (n=51) or to join with others and be a part of something (Marmor-Lavie, Stout, & Lee, 2009, p.9). Nevertheless, represented at varying frequencies were all 16 SAF core ideas.
Sunday March 31, 2019 10:15am - 11:45am MDT
Bordeaux
Panelists: Laura Bright, Texas Christian University (Moderator) Kelty Logan, University of Colorado Ashley English, Texas Christian University Jessica Kingman, The Richards Group Kevin Lyons, Governance Sciences Group, Inc.
This session is important to advertising practitioners and educators because it shines light on an oftentimes hidden aspect of brand management in the digital age – the social media brand manager, the complexities of their roles, and high risk of burnout. As more undergraduate students with communication degrees look to social media channels for new career opportunities, it is vitally important for educators and practitioners alike to understand the impact this type of work can have on young workers especially related to mental health and expected availability, among other things. Social media is not fading into the distance any time soon. As a result of this new reality, advertising educators and practitioners must be proactive in defining policies and procedures to help social media workers have sustainable careers in the advertising and marketing industries.