Showing papers in "Journal of Advertising in 2017"
TL;DR: The authors examines whether one popular Internet data souring trend is a good fit for social science disciplines, including advertising, and examines whether it can be used in the context of data collection using Internet based samples.
Abstract: Data collection using Internet-based samples has become increasingly popular in many social science disciplines, including advertising. This research examines whether one popular Internet data sour...
623 citations
TL;DR: In this paper, the authors present variance-based structural equation modeling (SEM) as a family of techniques that can handle different types of measurement models: composites, common factors, and causal-formative measurement.
Abstract: Advertising research is a scientific discipline that studies artifacts (e.g., various forms of marketing communication) as well as natural phenomena (e.g., consumer behavior). Empirical advertising research therefore requires methods that can model design constructs as well as behavioral constructs, which typically require different measurement models. This article presents variance-based structural equation modeling (SEM) as a family of techniques that can handle different types of measurement models: composites, common factors, and causal–formative measurement. It explains the differences between these types of measurement models and clears up possible ambiguity regarding formative endogenous constructs. The article proposes confirmatory composite analysis to assess the nomological validity of composites, confirmatory factor analysis (CFA) and the heterotrait-monotrait ratio of correlations (HTMT) to assess the construct validity of common factors, and the multiple indicator, multiple causes (MIMIC) mod...
558 citations
TL;DR: This article reviewed applications of covariance-based structural equation modeling (SEM) in the Journal of Advertising starting with the first issue in 1972 and identified 111 articles from the earliest application of SEM in 1983 through 2015, and discuss important methodological issues related to the following aspects: confirmatory factor analysis (CFA), causal modeling, multiple group analysis, reporting, and guidelines for interpretation of results.
Abstract: In this article, we review applications of covariance-based structural equation modeling (SEM) in the Journal of Advertising (JA) starting with the first issue in 1972. We identify 111 articles from the earliest application of SEM in 1983 through 2015, and discuss important methodological issues related to the following aspects: confirmatory factor analysis (CFA), causal modeling, multiple group analysis, reporting, and guidelines for interpretation of results. Moreover, we summarize some issues related to varying terminology associated with different SEM methods. Findings indicate that the use of SEM in the JA contributes greatly to conceptual, empirical, and methodological advances in advertising research. The assessment contributes to the literature by offering advertising researchers a summary guide to best practices and a reminder of the basics that distinguish the powerful and unique approach involving structural analysis of covariances.
402 citations
TL;DR: In this paper, the authors define online behavioral advertising (OBA) and provide an overview of the empirical findings by developing a framework that identifies and integrates all factors that can explain consumer responses toward OBA.
Abstract: Advertisers are increasingly monitoring people's online behavior and using the information collected to show people individually targeted advertisements. This phenomenon is called online behavioral advertising (OBA). Although advertisers can benefit from OBA, the practice also raises concerns about privacy. Therefore, OBA has received much attention from advertisers, consumers, policymakers, and scholars. Despite this attention, there is neither a strong definition of OBA nor a clear accumulation of empirical findings. This article defines OBA and provides an overview of the empirical findings by developing a framework that identifies and integrates all factors that can explain consumer responses toward OBA. The framework suggests that the outcomes of OBA are dependent on advertiser-controlled factors (e.g., the level of personalization) and consumer-controlled factors (e.g., knowledge and perceptions about OBA and individual characteristics). The article also overviews the theoretical positioning of OBA ...
249 citations
TL;DR: The authors presented a framework that automatically derives latent brand topics and classifies brand sentiments on 1.7 million unique tweets for 20 brands across five industries: fast food, department store, footwear, electronics, and telecommunications.
Abstract: The big data of user-generated content (UGC) on social media are laden with potential value for brand managers. However, there are many obstacles to using big data to answer brand-management questions. This article presents a framework that automatically derives latent brand topics and classifies brand sentiments. It applies text mining with latent Dirichlet allocation (LDA) and sentiment analysis on 1.7 million unique tweets for 20 brands across five industries: fast food, department store, footwear, electronics, and telecommunications. The framework is used to explore four brand-related questions on Twitter. There are three main findings. First, product, service, and promotions are the dominant topics of interest when consumers interact with brands on Twitter. Second, consumer sentiments toward brands vary within and across industries. Third, separate company-specific analyses of positive and negative tweets generate a more accurate understanding of Twitter users' major brand topics and sentiments. Our ...
155 citations
TL;DR: In this article, the authors discuss and analyze the critical issues related to common method variance (CMV) that are particularly relevant to advertising research and recommend best practices for assessing the effects of CMV in this domain.
Abstract: In this article we discuss and analyze the critical issues related to common method variance (CMV) that are particularly relevant to advertising research and recommend best practices for assessing the effects of CMV in this domain. Specifically, we cover the development of CMV as a domain-specific methodological concern and the underlying sources of CMV that are likely to operate in cross-sectional survey-based studies in the field of advertising. We discuss in detail the available procedural and statistical techniques that can be applied to control for and/or measure the effects of sources of CMV in a single study and across research domains. In addition, we provide a critical look at how these techniques have been employed in past research and make recommendations for future examinations of CMV in advertising research.
154 citations
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TL;DR: In this article, a review of online focus-group research is presented, identifying several types of online groups and comparing the uses and results of online and face-to-face focus groups.
Abstract: The rise of Web 2.0, the advent of greater bandwidth, and new technology platforms have made it possible to extend the range of focus-group research to the online environment. This provides advertising researchers, advertising agencies, and advertisers with opportunities to reach consumers who were heretofore difficult to reach, to create groups with new and different compositions, and to use online collaborative tools not readily available in face-to-face groups. This article reviews online focus-group research, identifies several types of online groups, and contrasts the uses and results of online focus groups with the uses and results of face-to-face focus groups. The article concludes that online and face-to-face venues for focus-group research are complementary, with online focus-group research opening new opportunities for gathering data to inform advertising research, theory, and decision making. The article also suggests that differences between online focus-group research and face-to-face focus-g...
149 citations
TL;DR: In this article, the authors argue that consumers with high need to belong look to celebrities to a greater extent than those who have lower needs to belong, because high-NTB consumers are more likely to look for celebrities for cues about which brands may aid these consumers' attempts to meet their affiliation needs.
Abstract: We propose that consumers appropriate brand symbolism that comes from celebrity endorsements to construct and communicate their self-concepts. We also argue that consumers with high need to belong (NTB) look to celebrities to a greater extent than those who have lower needs to belong, because high-NTB consumers are more likely to look to celebrities for cues about which brands may aid these consumers' attempts to meet their affiliation needs. High-NTB consumers are also prone to develop one-sided (parasocial) relationships with celebrities, and these parasocial relationships mediate the celebrity endorsement effect on self–brand connections. Three studies support these proposed relationships. Furthermore, the third study also manipulates the degree to which the celebrity's image matches that of the brand being advertised, revealing that a symbolic match between the celebrity image and brand image is important for consumers who do not form parasocial relationships with celebrities (i.e., low-NTB consumers).
138 citations
TL;DR: In this article, a theoretically grounded framework for investigating how children process embedded advertising is proposed. But, the framework is limited in the sense that it does not consider the effect of advertising literacy on children's cognitive, moral and affective beliefs.
Abstract: Advertisers are continuously searching for new ways to persuade children; current methods include fully integrating commercial content into media content, actively engaging children with the commercial content, and increasing the number of commercial messages children are confronted with at one moment in time. This poses a challenge for how children cope with embedded advertising. This conceptual article aims to develop a theoretically grounded framework for investigating how children process embedded advertising. More precisely, it sheds light on previous research and conceptualizations of advertising literacy and provides suggestions for future research. The article examines conceptual and methodological issues and discusses the need for research on how to improve children's coping with embedded advertising by emphasizing the value of persuasive intent priming and implementation intentions. To conclude, future research directions are discussed regarding strategies to strengthen children's coping skills and their dispositional (i.e., associative network consisting of cognitive, moral, and affective beliefs related to advertising) and situational (i.e., actual recognition of and critical reflection on advertising) advertising literacy.
136 citations
TL;DR: Good methodological practices with respect to fleshing out the contribution of a study, developing and testing experimental stimuli, selecting appropriate samples, collecting data, designing questionnaires, and deciding which variables and measures to include are discussed.
Abstract: We give an overview of the most important decisions to be taken when planning and conducting experimental advertising research. Based on previous research and state-of-the-art academic insights, we discuss good methodological practices with respect to fleshing out the contribution of a study, developing and testing experimental stimuli, selecting appropriate samples, collecting data, designing questionnaires, deciding which variables and measures to include, and determining scale measurement. This set of guidelines should enable experimental advertising researchers to optimize their study designs and to carry them out in a correct way.
127 citations
TL;DR: In this paper, an integrated process explanation for why narrative ads in general are more persuasive than non-narrative ads was proposed and tested. But the results also supported moderated mediation processes, with type of featured product and product involvement as important moderators.
Abstract: We propose and test an integrated process explanation for why narrative ads in general are more persuasive than non-narrative ads. A study involving a random sample of 25 narrative and 25 non-narrative TV commercials and 484 nonstudent research participants confirmed that a set of four process variables—emotive response, ad hedonic value, ad credibility, and perceived goal facilitation—collectively mediate the positive effects of narrative (versus non-narrative) ads on attitude toward the ad (Aad) and brand attitudes. The results also supported moderated mediation processes, with type of featured product and product involvement as important moderators. Implications for theory as well as practice are discussed.
TL;DR: The authors examine how two negative emotions (guilt and shame) influence responses to environmental ad messages framed as gains or losses, and find that participants primed with guilt express higher emotional responses than those primed with shame.
Abstract: The authors examine how two negative emotions—guilt and shame—influence responses to environmental ad messages framed as gains or losses. In Study 1, participants primed with guilt express higher i...
TL;DR: The role of qualitative analyses in revealing how ads are read by consumers has been discussed in this article, where the authors consider both the methods and findings of qualitative advertising research and conclude with an evaluation of the ways in which qualitative research can be combined with data analytics to produce richer and more complete understandings of consumer behavior in response to advertising.
Abstract: In spite of the rise of big data and the ease with which online experiments and surveys may be conducted, there is more need than ever for qualitative advertising research. This review considers both the methods and findings of such research. It focuses on the role of qualitative analyses in revealing how ads are “read” by consumers. Methodological approaches considered include observation, depth interviews, projective methods, focus groups, netnography, and videography. Theoretical approaches reviewed include semiotics, reader response, and co-optation theory. Because cultural analyses are a strength of qualitative research, global and cross-cultural advertising research is also examined. The article concludes with an evaluation of the ways in which qualitative advertising research can be combined with data analytics to produce richer and more complete understandings of consumer behavior in response to advertising.
TL;DR: A conceptual framework for understanding the different types of digital advertising touch points that create big data is proposed, and specific opportunities for advertising researchers to use big data are identified.
Abstract: This editorial introduces the special section on big data. We define big data by examining how it is, or will be, created in advertising environments. We propose a conceptual framework for understanding the different types of digital advertising touch points that create big data, and use the framework for identifying research opportunities. We discuss the types of research questions that big data can inform, including developing and testing theories, identifying insights, and optimizing the delivery of messages. New methods that advertisers will need to use big data are identified. Recommendations are provided for how to think about and approach big data. Using the framework, we identify specific opportunities for advertising researchers to use big data. We also discuss pitfalls in using big data.
TL;DR: Kees et al. as mentioned in this paper provide evidence from a comparative study that supports the use of Mechanical Turk (MTurk) data in advertising research when compared to student samples and online panel data.
Abstract: Kees et al. (2017) provide evidence from a comparative study that supports the use of Mechanical Turk (MTurk) data in advertising research when compared to student samples and online panel data. MT...
TL;DR: The authors empirically examined skipping behavior using a broader range of ad characteristics and found that less complex affective ad characteristics increase skipping by failing to engage cognitive resources and therefore leaving cognitive resources available to experience irritation.
Abstract: Pre-roll advertising is a novel form of online video advertising that provides consumers with an option to skip after viewing a brief forced segment. Pre-roll ads are unique from other forms of online advertising because pre-roll ads play in exactly the space in which consumers are expecting to view their intended content. Such interruption and obstruction not only heightens consumer irritation but also causes attention-getting tactics, which are redundant in a highly attentive state, to backfire. For these reasons, existing ad avoidance literature may not adequately address this unique format. Employing a large industry data set of pre-roll ads representing multiple countries and product categories, we empirically examine skipping behavior using a broader range of ad characteristics than previous research. We propose that less complex affective ad characteristics increase skipping by failing to engage cognitive resources and therefore leaving cognitive resources available to experience irritation. We fur...
TL;DR: In this paper, the role of advertising on consumer purchase behavior was studied. But little is known about the role played by advertising in consumer behavior, and the application of neurophysiological methods to study the effects of advertising has seen an enormous growth.
Abstract: The application of neurophysiological methods to study the effects of advertising on consumer purchase behavior has seen an enormous growth in recent years. However, little is known about the role ...
TL;DR: In this paper, the authors review fundamental concepts for conducting experimental advertising research and discuss ethical considerations and the crucial role researchers play in maintaining research integrity, and offer some suggestions on how to think about external and ecological validity in ad research.
Abstract: Experiments are conducted to help establish cause-and-effect relationships, and they can be powerful tools for doing so. We review fundamental concepts for conducting experimental advertising research. Good experimental research involves careful consideration of independent and dependent variables, and what they are supposed to represent. To this end, we review threats to construct validity as well as offer some suggestions on how to think about external and ecological validity in ad research. We review three quasi-experimental research designs and three simple, randomized experimental designs, along with more complex factorial design experiments. Finally, we discuss ethical considerations and the crucial role researchers play in maintaining research integrity.
TL;DR: This article found that Americans and South Koreans react differently to environmental advertising campaigns featuring assertive messages that threaten autonomous freedoms, and that they react differently in different ways to different types of messages.
Abstract: In three studies, the authors show that Americans and South Koreans react differently to environmental advertising campaigns featuring assertive messages that threaten autonomous freedoms. The find...
TL;DR: In this article, the authors focus on common mistakes found in grounded theory papers submitted for publication in leading journals and offer 10 important points for consideration that should help authors improve the quality of their research by avoiding such errors.
Abstract: Grounded theory is a well-established methodology within the social sciences and more recently within the field of advertising. This article looks at how it has been used in advertising research and in particular two key areas: the consumption of advertising and the world of advertising creatives. The article concentrates on common mistakes found in grounded theory papers submitted for publication in leading journals. It offers 10 important points for consideration that should help authors improve the quality of their research by avoiding such errors. The article concludes by suggesting potential areas of advertising where grounded theory may be applied in future research.
TL;DR: In this paper, the authors investigate the perceptual and behavioral hypotheses of the third-person effect in an advertising context, and find that thirdperson perceptions in product advertising are weaker when compared to other communication messages due to developments over time and the mixed gratifications provided by product advertising messages.
Abstract: Prior meta-analyses have found evidence for differences in the third-person effect across message types, indicating that the third-person effect is a communication context-specific phenomenon. These meta-analyses do not explain why effects of the perceptual hypothesis in advertising are smaller when compared to communication in general; they do not address the broad range of consumer behavior variables that are affected by third-person perceptions; and they have not investigated whether the perceived effects on the self or on others are better predictors for behavioral responses than third-person perceptions in advertising. This meta-analysis addresses these issues and investigates the perceptual and behavioral hypotheses of the third-person effect in an advertising context. Findings indicate that third-person perceptions in product advertising are weaker when compared to other communication messages due to developments over time and the mixed gratifications provided by product advertising messages. Third...
TL;DR: With the assumption that the distinctive effect of provincial norms (versus general norms) derives from a spatial distance between the actors and reference groups, the authors examined the effect of local norms on general norms.
Abstract: With the assumption that the distinctive effect of provincial norms (versus general norms) derives from a spatial distance between the actors and reference groups, the present research examined whe...
TL;DR: In this paper, the authors present some self-reflective considerations on the methodology applied in advertising scholarly publications, based on a review of articles in four leading journals: Journal of advertising, Journal of Advertising Research, International Journal of advertisement, and Journal of Current Issues and Research in Advertising.
Abstract: This article presents some self-reflective considerations on the methodology applied in advertising scholarly publications, based on a review of articles in four leading journals: Journal of Advertising, Journal of Advertising Research, International Journal of Advertising, and Journal of Current Issues and Research in Advertising. This article first identifies two approaches in the positivist paradigm that exert strong impacts on the development of advertising research: the message effects research tradition in the communication field and the consumer psychology research tradition in marketing. With this background, the article next introduces several research questions to explore which methods have dominated advertising research, the role of theory building in affecting the adopted methods and the number of reported studies, differences across the journals, and the degree to which researchers integrate different methods or approaches (quantitative and qualitative) in their research. A content analysis o...
TL;DR: The authors showed that people who engage in related multiscreening have better brand memory and more positive brand attitudes than people who engaged in unrelated multi-reening via attention and subsequent program involvement.
Abstract: The use of multiple screens, also known as multiscreening, is assumed to have detrimental consequences for advertising outcomes. However, many people are engaging in this form of media multitasking on a daily basis. Therefore, it is important to focus on how to improve the effectiveness of advertisements when multiscreening. The aim of this study is to examine a key facilitator of advertising effects when multiscreening, namely task relevance. In two separate experiments—an online study (n = 280) and a laboratory (n = 185) study—we showed that people who engage in related multiscreening have better brand memory and more positive brand attitudes than people who engage in unrelated multiscreening via attention and subsequent program involvement. The results of the current study contribute to our understanding of multiscreening and advertising effects by showing that multiscreening does not always have to be detrimental to advertising effects. Furthermore, this study is unique because it combines two methodo...
TL;DR: In this article, the authors present an initial inquiry into measurement practices in advertising research based on a review of all research articles published in the Journal of Advertising (JA), JAR, and the International Journal of advertising (IJA) between 2012 and 2014.
Abstract: This article presents an initial inquiry into measurement practices in advertising research based on a review of all research articles published in the Journal of Advertising (JA), the Journal of Advertising Research (JAR), and the International Journal of Advertising (IJA) between 2012 and 2014. The analysis focused on the measurement of attitude toward the ad (AAd), attitude toward the brand (ABrand), and brand purchase intention (PIBrand) because these are the most frequently studied constructs in advertising research. The results show there are weaknesses with the theoretical foundation of measures, in that constructs are often not defined and the measures are not taken from measure development studies. Moreover, there is great diversity in the items included in measures, the number of items in the measures, and in the answer scales used to capture responses, which casts doubts on the comparability of results from different studies. The implications of current measurement practice for advertising rese...
TL;DR: The authors explored the sociocultural ramifications of the ways in which marketers represent multiracial identity through an interdisciplinary review of pertinent literature and created a theoretical framework for understanding the limitations of visual representations.
Abstract: Mixed-race representations have become increasingly evident in marketing communications through the use of celebrity spokespersons like Misty Copeland and Halle Berry. This study explores the sociocultural ramifications of the ways in which marketers represent multiracial identity. Through an interdisciplinary review of pertinent literature, the authors create a theoretical framework for understanding the limitations of visual representations. A temporal model for discerning visual representations of the multiracial identity emerged by combining critical discourse analysis (CDA) techniques to investigate multiracial advertising depictions in eight popular U.S. magazines with interviews of multiracial women and advertising professionals. Findings suggest that marketers use mixed-race representations as cultural currency by mythologizing mixed-race bodies as the new beauty standard and as representing a racial bridge, physically and culturally tailored to ameliorate perceived racial divides. While visual re...
TL;DR: In this paper, Bergkvist and Langner discuss what they believe to be the seven most important methodological guidelines that need to be implemented to improve the practice of advertising research.
Abstract: In this article, highly experienced advertising academics and advertising research consultants John R. Rossiter and Larry Percy present and discuss what they believe to be the seven most important methodological guidelines that need to be implemented to improve the practice of advertising research. Their focus is on methodology, defined as first choosing a suitable theoretical framework to guide the research study and then identifying the advertising responses that need to be studied. Measurement of those responses is covered elsewhere in this special issue in the article by Bergkvist and Langner. Most of the frameworks are derived from the authors' own published work, although other frameworks are noted where appropriate.
TL;DR: Meta-analyses have become increasingly popular in many fields of the social sciences, including advertising research as mentioned in this paper, and the results of meta-analysis attract substantial interest from both scholars an...
Abstract: Meta-analyses have become increasingly popular in many fields of the social sciences, including advertising research. The results of meta-analyses attract substantial interest from both scholars an...
TL;DR: In this paper, a summary of several popular critiques of data collected using Amazon's Mechanical Turk (MTurk) and discusses the implications of some of these concerns for advertising research are discussed.
Abstract: John Ford (2017) offers a summary of several popular critiques of data collected using Amazon’s Mechanical Turk (MTurk) and discusses the implications of some of these concerns for advertising research. Ford (2017) focuses on two primary issues related to the use of data from MTurk: cheaters and speeders (Smith et al. 2016). As defined by Smith et al. (2016, p. 2131), a cheater is a “respondent who intentionally answers survey questions dishonestly and in a fashion that maximizes their opportunity for participation and subsequent rewards” and a speeder is a “respondent who does not thoroughly read the questions and usesminimal cognitive effort to provide answers that satisfy the question (to collect their incentive with as little time spent as possible).” We address issues related to cheating, speeding, and other concerns mentioned by Ford (2017) in the subsequent discussion.
TL;DR: This study proposed and empirically tested a new social media analytics method, the Trust Scores in Social Media (TSM) algorithm, for measuring individual users' trust levels in a social network and demonstrated the effectiveness of the TSM algorithm.
Abstract: Trust is an important factor, particularly in viral/social advertising, and computing trust scores for individual users of a social network is crucial for several applications in the advertising research and practice. However, research on trust in the advertising field has been limited, and the application of computational trust to advertising research using big data is rare. Addressing the gap in the research literature, this study proposed and empirically tested a new social media analytics method, the Trust Scores in Social Media (TSM) algorithm, for measuring individual users' trust levels in a social network. TSM proposes the concept of negatively reinforced trust scores and introduces two complementary measures of trust, trustingness, and trustworthiness. Another unique and important element in the TSM algorithm is the incorporation of trust-decision involvement to adjust trust scores depending on the level of trust-decision involvement of different networks. Using small survey data and big data fro...