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The purpose of this study is to investigate current attitudes and opinions of physicians' advertising and to compare them to the attitudes expressed 10 years previously. This study was designed to determine (a) consumers' attitudes toward advertising by physicians, and (b) whether age, occupation, income, education, or sex of consumer accounted for any significant difference in attitudes toward physicians who advertise. The study seems to confirm the belief of many marketing professionals that advertising and marketing do not have a place in the management and operation of professional services.

What drives the liking of video advertisements? The authors analyzed neural signals during ad exposure from three functional magnetic resonance imaging (fMRI) data sets (113 participants from two countries watching 85 video ads) with automated meta-analytic decoding (Neurosynth). These brain-based measures of psychological processes—including perception and language (information processing), executive function and memory (cognitive functions), and social cognition and emotion (social-affective response)—predicted subsequent self-report ad liking, with emotion and memory being the earliest predictors after the first three seconds. Over the span of ad exposure, while the predictiveness of emotion peaked early and fell, that of social cognition had a peak-and-stable pattern, followed by a late peak of predictiveness in perception and executive function. At the aggregate level, neural signals—especially those associated with social-affective response—improved the prediction of out-of-sample ad liking compared with traditional anatomically based neuroimaging analysis and self-report liking. Finally, early-onset social-affective response predicted population ad liking in a behavioral replication. Overall, this study helps delineate the psychological mechanisms underlying ad processing and ad liking and proposes a novel neuroscience-based approach for generating psychological insights and improving out-of-sample predictions. [ABSTRACT FROM AUTHOR]

This study of the production, representation, and reception of post-colonial advertising in India reveals a politics of consumer respectability. The post-colonial politics of consumer respectability is located at the intersection of center–periphery relations, class divisions, and colorism in a way that it frames neocolonial consumption. Advertisers depict middle-class consumer respectability by asserting Indian nationalism and by degrading the West as a symbol of colonialism. Such depictions are class- and color-based and show under-class and dark-skinned consumers in subordinate positions. Furthering such neocolonial frames of consumption, Indian advertising advances the middle-class desire for Eurocentric modernity by reinforcing the colonial trope of India as temporally lagging behind the West. Finally, middle-class consumer respectability involves a neocolonial whitening of self with epidermalized shaping of inter-corporeality and agency. In uncovering the theoretical implications of advertising as a site of avenging degradation, desiring modernity, and whitening of self, this study contributes by offering insights into how the politics of post-colonial consumer respectability furthers neocolonial frames of consumption. [ABSTRACT FROM AUTHOR]

Much research has been conducted to understand the impact of sexual appeals in advertising on consumer attitudes and behaviors. Yet, romantic advertising, advertising that focuses on romantic relationships, has received less scholarly attention. To counter this imbalance, the present research investigates the influence of attachment anxiety, an individual difference variable, on consumer reactions to advertising featuring romantic relationships. As hypothesized, our findings suggest that consumers high in attachment anxiety respond more favorably to advertising that highlights romantic relationships. This effect is consistent across trait- and state-level attachment anxiety and consistent across product type (i.e., goods vs. services). Specifically, the results of four experiments demonstrate that compared to securely attached consumers, those who chronically experience high attachment anxiety (experiments 1A and 1B) as well as those who are primed to experience attachment anxiety (experiment 2) respond more favorably to advertisements that focus on the potential romantic rewards associated with an advertised product's use. Consistent results were obtained using a different advertisement for an experience versus a material good (experiment 3). Implications of the findings for advertisers, marketers, brand managers, and scholars are discussed, and several opportunities for future research are identified. [ABSTRACT FROM AUTHOR]

Creative media advertising is a specific type of unconventional advertising in which a regular physical object serves as a medium to carry an advertising message. To better understand the workings of this type of advertising, we conducted a meta-analysis. In this study, we explore the direct effects of creative media advertising, several moderators, and the possible underlying mechanisms. The results show that exposure to creative (versus traditional) media advertising has an overall positive effect on brand association strength and persuasion (i.e., ad attitude, brand attitude, purchase intentions, and electronic word of mouth [eWOM]). Both these effects are moderated by metaphor use, meaning that the effects are stronger when the physical object is a good metaphor for the message it carries. Furthermore, indirect (e.g., social media, printed picture) exposure to the message positively moderates the effect of creative media advertising on brand association strength but not on persuasion. Brand familiarity does not play a moderating role. Finally, a meta-analytic structural equation modeling (SEM) procedure was used to show that the main underlying mechanism of creative media advertising persuasiveness is surprise—and not perceived persuasive intent. For practitioners, this study shows that creative media ads are more effective when leveraging surprise and metaphors. [ABSTRACT FROM AUTHOR]

An increasing number of consumers expect brands to engage in important societal issues. Brands like Procter & Gamble, Microsoft, and Gillette have launched ads promoting their stances on highly salient issues in public discourse. While corporate social responsibility (CSR) advertising research has explored issues such as skin cancer, heart disease, and abortion, this research stream has yet to investigate how an issue's salience in society influences consumer response. Because salient (versus nonsalient) issues make information more accessible and generate debate, the advertising context (i.e., public issue salience) may influence consumer response to CSR ads. Applying the salience theory of party competition to CSR advertising, this research shows how an issue's consensus level and individual issue importance differentially impact brand attitudes and purchase intentions when an issue is salient. Through a series of four experiments with real ads, the present investigation shows how and when public issue salience affects marketing outcomes. This research adopts an issue-centric view and contributes to CSR advertising scholarship by (a) opening a new theoretical corridor, (b) demonstrating empirically how the advertising context (public issue salience) influences marketing outcomes, (c) providing a more holistic, comparative advertising perspective on issue selection, and (d) generating new insight into individual issue importance. [ABSTRACT FROM AUTHOR]

In today's online environment, children inevitably encounter personalized advertising. However, research suggests that children are not yet able to cope with this advertising type. This study therefore investigates whether literacy training helps children recognize personalized advertising. The 2 (personalized versus nonpersonalized ad) × 2 (literacy training versus no training) between-subjects design experiment (N = 166) suggests that personalized advertising decreased children's (9 to 13 years) brand attitude but increased their purchase intentions. Moreover, training helped children to better recognize personalized ads. Contrary to the expectations, this targeting recognition positively affected brand attitude and purchase intentions. [ABSTRACT FROM AUTHOR]

Influencer marketing has become a mainstream advertising format on the internet. However, only a handful of studies focused on its ethical dilemmas. This experimental work examines the effect of sharenting – sharing content about one's child on social media – in sponsored social media posts on the ethical perception and the evaluation of the posts. Results indicated that both student and parent respondents perceived the post featuring the child as less ethical when the post promoted an adult-related product. This effect was mediated by more negative ad and brand attitudes and was related to a lower purchase intent for the advertised product. It appears that sharenting in sponsored posts leads to negative ethical attitudes that diminish the advertising effectiveness of influencer marketing when the product is adult-related. However, we did not observe the same effect among parents when the advertised product is child-related. [ABSTRACT FROM AUTHOR]

Consumers do not always recognize the persuasive intent of covert forms of advertising. Thus, when exploring consumers' evaluations of these specific ads it is important to measure if, and to what extent, they recognize it as an ad. Amidst the current research, conflicting findings exist on what effect ad recognition exerts on attitudinal reactions. This quantitative systematic review found that the effects observed in most studies are negative. Additionally, among these studies, those employing an article-style ad display more negative relationships than social media-style ads. Similarly, studies using binary measures of recognition uncovered more negative relationships compared to continuous measures. Moreover, brand attitudes had fewer negative relationships with ad recognition compared to advertising attitudes and publisher/poster attitudes. [ABSTRACT FROM AUTHOR]

The current study details how marketing campaigns featuring event-typical ads adapted to sporting events (e.g., a car ad that displays its brand logo on an Olympic podium) affect brand attitudes and incentive-aligned brand choice in more positive ways than proven advertising strategies such as product category consistency. Presenting four field and lab experiments across a total of 3 events and 32 ads, we show that these effects are driven by the combination of 3 mechanisms: event-typical ads' capacity to trigger a sufficient feeling of knowing what the ad is about, provoke curiosity, and transfer attributes from the event to the brand, even with very short ad exposures. Advertisers, brand managers, or event organizers can thus exploit the creative potential around sporting events by using event-typical ads. Furthermore, when these stakeholders know the most typical elements of an event, they can either adapt their marketing activities or register them to avoid ambush marketing (i.e., advertisers willing to associate their brand with the event in the absence of any legitimate link with it). [ABSTRACT FROM AUTHOR]

This study explores advertising students' recognition and comprehension of in-feed native advertising on Instagram, a leading platform for social media native advertising. Data were collected from 303 U.S. college advertising students. It examines the impact of two key aspects of Instagram in-feed native advertising—an additional label ("Shop Now") and ad-context congruency—through both quantitative and qualitative data. Findings reveal a significant deficit in native ad recognition among advertising students. Qualitative analysis identified four themes constituting Instagram in-feed advertising for advertising students: professional photo quality, branded products, persuasive elements, and excessive hashtags. Quantitative results indicate that high ad-context congruency led to higher perceptions of nativeness and more positive emotions, but did not significantly influence ad attitudes or negative emotions. The study underscores practical and theoretical implications for advertising educators and scholars, emphasizing the need for enhanced digital advertising literacy and discussing broader implications for advertising pedagogy and practices. [ABSTRACT FROM AUTHOR]

Predicting video virality is the holy grail of marketing today. Previous video virality prediction research has relied upon two processes that may lead to incomplete data or incomplete analyses: non-subconscious data collection and self-reporting. This exploratory study evaluates the potential of using a physiological manifestation of emotions captured through facial expressions and skin conductance to predict video viewer engagement across the viewing experience. In the context of video virality and user-focused emotional response, an experiment with 64 subjects viewing 13 videos collected facial expression and galvanic skin response data during the entire viewing experience. XGBoost classifier was deployed using 42 collected features (physiological data and socio-behavioural responses). The selected classifier could predict user engagement with over 80% accuracy. In addition to socio-demographic data and behavioural features, the predictive model identified several facial expression-based features, including action units (mouth open, cheek raise, eye closure, lip raise, and smile), emotions (joy), engagement and positive valence along with head movement (attention) and arousal (GSR peaks) as the most impactful. This study confirms the predictive capability of physiological data and elevates the value and need to understand further the role of viewers' physiological and subconscious responses to video content across the viewing experience. [ABSTRACT FROM AUTHOR]

Background: E-cigarette advertising, which often includes various features, may prompt e-cigarette use and product switching. This study examined the associations between noticing e-cigarette ad features and perceived product appeal and interest in completely switching from cigarettes to advertised e-cigarettes among young adult dual users of both products. Methods: We analyzed data from an online heatmap experiment among young adult dual users defined as established cigarette smokers who currently used e-cigarettes (ages 18-34 years; n = 1,821). Participants viewed 12 e-cigarette ads, clicked on ad features (e.g., fruit flavors, nicotine warnings, price promotions, smoker-targeted claims) that attracted their attention (defined as "noticing"), and answered questions about e-cigarette product appeal and interest in completely switching from cigarettes to the e-cigarettes shown. We examined within-person associations between noticing specific ad features and outcomes, controlling for demographic and tobacco use-related characteristics. Results: Noticing fruit flavors (AOR = 1.67 and 1.28) and fruit images (AOR = 1.53 and 1.21) was positively associated with having any e-cigarette product appeal and switching interest. Noticing price promotions (AOR = 1.23) was positively associated with product appeal. In contrast, noticing nicotine warnings (AOR = 0.74 and 0.86), smoker-targeted claims (AOR = 0.78 and 0.89), and tobacco flavors (AOR = 0.92 and 0.90) was negatively associated with product appeal and switching interest. Conclusions: Noticing certain e-cigarette ad features (e.g., fruit flavors and nicotine warnings) may be associated with product appeal and/or switching interest among young adult dual users. More research is needed to assess the influence of e-cigarette ad features that promote product switching interests among cigarette smokers while discourage interests among tobacco-naïve individuals. [ABSTRACT FROM AUTHOR]

Advertising plays an important role in influencing consumer perceptions and attitudes towards products, especially for well-known brands like Wardah. Advertising strategies help build a positive image and increase consumer interest. Research shows that consumers are more likely to buy products from well-known brands than lesser-known brands. Wardah, which is widely known to Germasa GPIB Petra, allows consumers to recognize and create their own image. Wardah's advantages include the halal guarantee from MUI and its availability in various online and offline stores. Quantitative research methods This study examines the influence of advertising on consumer purchase decisions based on syringe theory. The validity and reliability of the questionnaire were adequate (Cronbach's alpha 0.749). The analysis shows that the impact of the ad is very small (R² 0.030%). Although the T-test showed a significant influence (tcal 4.384 Ttable 2.0106), overall the influence of advertising was not significant (0.02958%). Internal and interpersonal factors are more dominant, so the syringe theory is not fully proven. Research shows that Wardah product advertising has a significant effect on purchase decisions (reliability 0.766 and 0.749). The hypothesis is accepted, but the R Square value of 0.030% shows very little influence. Consumers of GPIB petra mothers rely more on personal experience and other factors than advertising, so advertising does not play a significant role in purchasing decisions. [ABSTRACT FROM AUTHOR]

The rapid popularity of ChatGPT has brought generative AI into broad focus. The content generation model represented by AI-generated content (AIGC) has reshaped the advertising industry. This study explores the mechanisms by which the characteristics of AI-generated advertisements affect consumers' willingness to accept these advertisements from the perspectives of perceived eeriness and perceived intelligence. It found that the verisimilitude and imagination of AI-generated advertisements negatively affect the degree of perceived eeriness by consumers, while synthesis positively affects it. Conversely, verisimilitude, vitality, and imagination positively affect the perceived intelligence, while synthesis negatively affects it. Meanwhile, consumers' perceived eeriness negatively affects their acceptance of AI-generated advertisements, while perceived intelligence positively affects their willingness to accept AI-generated advertisements. This study helps explain consumers' attitudes toward AI-generated advertisements and offers strategies for brands and advertisers for how to use AI technology more scientifically to optimize advertisements. Advertisers should cautiously assess the possible impact of AI-generated advertisements according to their characteristics, allowing generative AI to play a more valuable role in advertising. [ABSTRACT FROM AUTHOR]

In an increasingly mobile-centric world, how banks effectively engage consumers through mobile advertising is a pressing issue. This study aims to accomplish two objectives: The first is to assess how consumers respond to mobile advertising from banks, specifically via SMS, based on Ducoffe's advertising value model, and the second is to examine the moderating effect of mobile users' information privacy concerns (MUIPC) between consumer attitudes and acceptance of mobile advertising. Using a survey with 413 usable responses from individuals who have received SMS advertisements from banks, which were analyzed using partial least squares structural equation modeling (PLS-SEM), the study found that entertainment and informativeness significantly enhance advertising value, whereas irritation does not. Furthermore, advertising value positively shapes consumer attitudes toward, and acceptance of, SMS advertising from banks. Notably, MUIPC moderates the relationship between attitudes and acceptance behavior. Taken together, this study advances our understanding of consumer behavior in mobile advertising in the banking sector and underscores the need for balancing advertising value with privacy concerns. [ABSTRACT FROM AUTHOR]

Using construal level theory, this research investigates how brand longevity can be framed effectively in advertising. We theorize that brand longevity should be displayed concretely rather than abstractly, because a concrete frame enhances perceived brand adaptability, which in turn positively affects attitudes towards advertising (Aad) and the brand (Ab). Four experiments using textual and visual manipulations of the construal frame provide support for this rationale. Theoretically, our research shows that in the case of brand longevity, concrete rather than abstract frame offers better performances in terms of attitude toward the advertisement and the brand. [ABSTRACT FROM AUTHOR]

This research investigates the influence of anglicisms on the Product Appeal in Italian print advertising. Despite the pervasive use of anglicisms in the Italian advertising industry, little is known about their impact on the precursors to Product Appeal. Two original studies were conducted involving potato chips (convenience product) and stereo speakers (shopping product). The results showed no effect of anglicisms on the relationships between Perceived Product Differentiation, Perceived Price Fairness, Perceived Product Globalness, or Perceived Product Modernity and Product Appeal. However, Anglicisms consistently altered the relationship between Perceived Product Risk and Product Appeal. Specifically, while anglicisms decreased Perceived Product Risk for potato chips, they increased Perceived Product Risk for stereo speakers, suggesting the impact of anglicisms on Perceived Product Risk can operate in an independent mechanism and be product-dependent. This research provides a novel insight on how anglicisms can affect consumer psychology and adds a more nuanced understanding to previous literature regarding language choice in advertising. [ABSTRACT FROM AUTHOR]

(1) Background: Playful immunization promotion helps to approach persuasive efforts and raise vaccine acceptance. However, playful promotion in the field of HPV immunization has not been explored. (2) Methods: To address this gap, we analyzed data gleaned from 73 short videos posted by state media and from semi-structured interviews with 37 Chinese stakeholders using thematic analysis. (3) Results: The analysis revealed that state media promoted HPV immunization using celebrity endorsement, anthropomorphism techniques and entertainment performance strategies. Additionally, state media engaged in circle mobilization and livestreamed on Douyin to reach wider audiences. Although playful strategies increased the popularity of HPV vaccine promotion, insufficient multi-stakeholder partnerships and homogeneous message delivery decreased the efficiency of HPV immunization promotion campaigns. (4) Conclusions: The strengthening of multi-stakeholder partnerships and the optimization of the public service provision of HPV vaccination are expected. Our research will not only deepen the global audience's understanding of Chinese immunization promotion campaigns, but also offer insights for implementing future global health promotion. [ABSTRACT FROM AUTHOR]

Consumer emotions and brand awareness are closely linked to the online advertising experience. Interactivity can enhance consumers' engagement with social media sites and brands. However, there is a lack of research on evaluating consumers' experience in social media interactive campaigns. To address this gap, the study proposes using mouse tracking as an unobtrusive method to collect consumers' behavioural responses while interacting with gamified campaigns. The study involved 21 users who completed two experimental tasks, during which mouse data and explicit self-reported responses about their emotional states, brand awareness, and purchase intent were collected. Thirteen mouse features were calculated, including time between clicks, time between movements, speed, acceleration, total number of clicks, total number of movements, and total number of pauses. The study found that fast movements and a low number of actions were associated with a positive user experience in terms of brand awareness and intention to buy or recommend the product, while slow movements and long or frequent pauses were associated with negative emotions such as stress, frustration, and confusion. The findings indicate that mouse tracking can be a valuable tool for assessing brand engagement and the emotional dimensions of users' interactions with gamified marketing campaigns. [ABSTRACT FROM AUTHOR]

The marketing of heated tobacco products (HTPs), like IQOS, influences consumers' perceptions. This mixed-methods study analyzed (i) survey data (2021) of 2222 US and Israeli adults comparing perceptions of 7 IQOS attributes (design, technology, colors, customization, flavors, cost and maintenance) and 10 marketing messages (e.g. 'Go smoke-free...') across tobacco use subgroups and (ii) qualitative interviews (n  = 84) regarding IQOS perceptions. In initial bivariate analyses, those never using HTPs (86.2%) reported the least overall appeal; those currently using HTPs (7.7%) reported the greatest appeal. Notably, almost all (94.8%) currently using HTPs also currently used cigarettes (82.0%) and/or e-cigarettes (64.0%). Thus, multivariable linear regression accounted for current cigarette/e-cigarette use subgroup and HTP use separately; compared to neither cigarette/e-cigarette use (62.8%), cigarette/no e-cigarette use (17.1%) and e-cigarette/no cigarette use (6.5%), those with dual use (13.5%) indicated greater overall IQOS appeal (per composite index score); current HTP use was not associated. Qualitative data indicated varied perceptions regarding advantages (e.g. harm, addiction and complexity) of IQOS versus cigarettes and e-cigarettes, and perceived target markets included young people, those looking for cigarette alternatives and females. Given the perceived target markets and particular appeal to dual cigarette/e-cigarette use groups, IQOS marketing and population impact warrant ongoing monitoring to inform regulation. [ABSTRACT FROM AUTHOR]

Lesbian, Gay, Bisexual, Transgender, and Queer/Questioning (LGBTQ) inclusion in advertising is important from a marketing ethics perspective and many brands have implemented marketing campaigns that feature LGBTQ-related themes. However, certain segments of society, such as some (but not all) religious consumers, are resistant to LGBTQ-themed advertisements. Does religiosity undermine or enhance support for brands that use these types of advertisements? This research aims to answer this question and reports the findings of two studies that examine the role of religiosity in relation to consumers' responses to LGBTQ-themed advertising. The results show that, among the various religious orientations, intrinsic religiosity generally leads to negative attitudes for brands that use LGBTQ themes in advertisements. Feelings of disgust mediate these effects. However, not all forms of religiosity are detrimental to the efficacy of LGBTQ-themed advertising. Quest religiosity leads to positive attitudes for brands that use these types of advertisements. Furthermore, the negative impact of intrinsic religiosity on consumers' responses to LGBTQ-themed advertising can be mitigated by portraying gay and lesbian individuals in inspiring roles in advertisements. Such 'inspirational' LGBTQ advertisements generate feelings of awe leading to positive brand attitudes among both intrinsic religiosity-oriented consumers and quest religiosity-oriented consumers. Hence, the findings provide managerial insights on how to develop LGBTQ-themed advertisements that promote inclusivity, are consistent with societal trends of greater acceptance of sexual orientation diversity, and concurrently appeal to both intrinsic religiosity-oriented consumers and quest religiosity-oriented consumers. [ABSTRACT FROM AUTHOR]

Background and aims: A health warning label (HWL) cautioning about the link between alcohol and cancer may be able to communicate alcohol risks to consumers and potentially counter health‐oriented nutrition advertising on ready‐to‐drink alcoholic beverages. This study aimed to examine the independent and combined effects of nutrient content claims (e.g. 0 g sugar) and a HWL on perceived product characteristics and intentions to consume, and whether these effects differed by gender and age. Design: A between‐subjects randomized experiment. Participants were randomized to view one of six experimental label conditions: nutrient content claims plus nutrition declaration (NCC + ND), ND only, NCC + ND + HWL, ND + HWL, HWL only and no NCC, ND or HWL, all on a ready‐to‐drink (RTD) vodka‐based soda container. Setting and participants: Alcohol consumers (n = 5063; 52% women) in Canada aged 18–64 recruited through a national online panel. Measurements Participants completed ratings of perceived product characteristics, perceived product health risks, and intentions to try, buy, binge and drink the product. Findings Compared with the reference condition NCC + ND (current policy scenario in Canada), the other five experimental label conditions were associated with lower ratings for perceiving the product as healthy. All experimental conditions with a HWL were associated with lower product appeal, higher risk perceptions and reduced intentions to try, buy and binge. The experimental condition with a HWL only was associated with intentions to consume fewer cans in the next 7 days (β = −0.72, 95% confidence interval [CI] = −1.37,−0.08) versus the reference. Few interactions were observed, suggesting that label effects on outcomes were similar by gender and age. Conclusions: Health warning labels on alcohol packaging appear to be associated with lower product appeal, higher perceived health risks and reduced consumption intentions, even in the presence of nutrient content claims. [ABSTRACT FROM AUTHOR]

In the contemporary landscape, artificial intelligence (AI) emerges as a pivotal technological force, revolutionizing business operations with innovative solutions. While the existing body of knowledge has extensively delved into various facets of AI, a noticeable gap exists in systematically consolidating current research. To fulfill this gap, this study employs a bibliometric analysis, providing a comprehensive overview of AI in marketing literature. The article shed light on key journals, authors, publications, and research themes in the AI field. The findings offer valuable insights for researchers, pinpointing areas needing attention and suggesting directions for future research. Beyond academia, the study extends practical recommendations for effective AI strategy implementation, emphasizing adaptability and ethical considerations in marketing. This research not only contributes to consolidating AI knowledge but also furnishes strategic guidance for both academic and professional stakeholders. [ABSTRACT FROM AUTHOR]

We sought to examine the relationship between perceived message effectiveness (PME) and actual message effectiveness (AME) in a 3-week randomized trial of vaping prevention advertisements. Participants were US adolescents (n = 1,514) recruited in 2021. We randomly assigned them to view The Real Cost vaping prevention ads or control videos online. Participants viewed three videos at Visit 1, again at Visits 2 and 3, and completed a survey at each visit that assessed AME (susceptibility to vaping) and two types of PME – effects perceptions (potential for behavioral impact) and message perceptions (potential for message processing). At Visit 4, AME was measured. Compared to control, The Real Cost ads led to improved AME (lower susceptibility to vaping at Visit 4, p <.001). This was anticipated by The Real Cost ads eliciting higher PME ratings (higher effects and message perceptions at Visit 1, both p <.001). Furthermore, PME (both effects and message perceptions) at Visit 1 predicted susceptibility to vaping at Visits 1, 2, 3, and 4 (all p <.001). Finally, effects perceptions fully mediated the impact of The Real Cost ads on susceptibility to vaping (β = −.30; p <.001), while message perceptions only partially mediated the effect (β = −.04; p =.001). Our findings indicate a relationship between PME and AME, especially effects perceptions, and suggest that PME may be useful in message pre-testing to select messages with greater behavior change potential. [ABSTRACT FROM AUTHOR]

Drawing on advertising value theory, this study examines the effects of advertising features, including informativeness, entertainment, interactivity, advertisement (ad) relevance, and creativity, on customer attitudes toward ads on social networking sites, as well as their sequential influence on customer responses (brand attitude, interest, and awareness and purchase intent). Structural equation modeling was employed to test the theoretical framework based on 383 responses from an online survey on Facebook. The results indicated that informativeness, interactivity, creativity, and ad relevance are important predictors of ad attitude, whereas entertainment does not influence it. Furthermore, the findings indicate that ad attitude improves customer response variables. Moreover, the findings confirm the mediating role of ad attitude in the associations between all social media advertising features and customer response variables, except for entertainment. [ABSTRACT FROM AUTHOR]

This study aims to measure e-customer satisfaction through e-customer experience, and consumer attitudes towards mobile augmented reality ads (MARA) in the cosmetics marketplace in Indonesia. The research design uses a descriptive verification approach with a survey method. To obtain data, an online questionnaire was employed for cosmetics marketplace consumers in Indonesia who had made purchases after seeing MARA. It was determined that 214 people were taken randomly using a convenience sampling technique. The Smart-PLS program is used to process and analyses the data using path analysis. The results show that the level of consumer perceptions about e-customer satisfaction, e-customer experience, and consumer attitudes towards MARA is excellent. In addition, the positive effects of the e-customer experience and consumer attitudes toward ecustomer satisfaction can be confirmed. This study is expected to contribute theoretically and practically by presenting factors that can encourage consumers to have good experiences and perspectives towards advertisements in the cosmetic marketplaces they visit by utilizing MARA. [ABSTRACT FROM AUTHOR]

This research uses a multi‐method approach to validate the prominence of soft‐sell themes to advertise e‐cigarettes and to test how this advertising theme influences consumers' attitudes and behaviors. First, the study presents a content analysis identifying the prevalence of soft‐sell themes used as marketing stimuli to advertise e‐cigarettes. Second, a quasi‐experiment tests the effects of a soft‐sell theme ad on consumers' attitudes toward vaping, their intention to try e‐cigarettes, their attitude toward smoking, and maladaptive intentions. This latter effect is relevant to e‐cigarette marketing literature, as it suggests how consumers lose temporal distance of the harmful effects of vaping. Theoretical and practical contributions of these findings are discussed. [ABSTRACT FROM AUTHOR]

Contrary to the phenomena predicted by advertising research relevant to the elaboration likelihood model, content ads emphasizing non-message elements possess the potential to attract consumers with high elaboration likelihood. This research aims to address the following two questions: (1) why do such consumers develop favorable attitudes toward content ads depicting non-message elements? and (2) do their attitudes toward content ads result in product consumption? In proposing the hypotheses, the current research introduces the novel concept of content reproducibility, defined as the degree to which an ad authentically reflects the original product content. Studies 1 and 2 demonstrate that when the elaboration likelihood is high, consumers form more favorable attitudes toward ads with content reproducibility than toward those without it. This is because elements reproducing content (e.g., characters, storylines, settings, colors, and music) in an ad can serve as arguments. Study 2 indicates that when the elaboration likelihood is high, content reproducibility positively influences purchasing intentions. Our findings theoretically contribute to the literature on the elaboration likelihood model, the content business, and the marketing mix. Additionally, this research offers managerial insights to assist marketers in enhancing ad attitudes and purchasing intentions. [ABSTRACT FROM AUTHOR]

I JA i has defined and redefined advertising and the boundaries of advertising scholarship, highlighted important research topics and helped set the research agenda, and pioneered research innovations and theory development in advertising. Furthermore, with growth of the technology-based, data-driven, computational advertising research, which tends to apply multidisciplinary approaches, we should engage scholars from a variety of disciplines where connection to advertising and I JA i has been minimal. The Future of Advertising Research and My Vision for JA While the advertising field has often been considered a sub-field of communication or business, I believe that we have reached the point where advertising scholarship is established as a mature and distinctive academic discipline. [Extracted from the article]

In the context of digital marketing, consumers often express aversion to perk advertisements yet find it challenging to resist the temptation and forward it, resulting in inconsistent attitudes and behaviors. This study, based on the Associative Propositional Evaluation model and the Confirmation Bias theory, utilizes event-related potential experiments to identify the interactive impacts of immediate rewards and information diagnosticity in advertisements on consumer attitude change in specific contexts. The research findings indicate that when rewards were present, information diagnosticity positively influences attitude change and the willingness to forward. However, when rewards were absent, the impact of information diagnosticity on attitude change and the willingness to forward is not significant, and neuroscientific evidence supports these findings. Theoretically, this study extends the research perspective on attitude change in online advertising contexts and broadens the application of the Associative Propositional Evaluation model in the field of consumer attitude change towards advertisements. In practice, this research holds significant guiding value for constraining platform manipulation of consumer cognitive behaviors, guiding the healthy development of platform economics, and promoting digital technology ethics. [ABSTRACT FROM AUTHOR]

INTRODUCTION The rapid growth of e-cigarette usage among youth and young people has emerged as a significant public health concern. It is imperative to initiate effective vaping prevention campaigns and undertake relevant research to address this pressing issue. This research seeks to identify effective video advertisements to deter young people from starting to use e-cigarettes. It aims to offer evidence-based insights and recommendations for creating communication materials and designing messages for youth e-cigarette prevention efforts. METHODS College students aged 18-24 years (n=40) participated in focus groups within this qualitative study. After viewing four stimulus videos, participants discussed what they perceived as effective and ineffective video characteristics, as well as suggestions for future videos. RESULTS Effective video characteristics included the use of real-life testimonials, displaying specific health hazards, revealing harmful chemical ingredients and the deceptive nature of flavors, and positively perceived effectiveness. Participants generally found that videos with strong visual impact and graphics were more engaging and that approaches using fear and emotion were more effective. Ineffective characteristics included complex and exaggerated information, lack of empathy and irrelevance, insufficiently specific information, extreme and death-themed content, industry messages, as well as preachy tones, animations, metaphors, dull formats, excessive length, and scenes of e-cigarette use. CONCLUSIONS Developing anti-e-cigarette campaign materials for youth necessitates target audience-focused qualitative research. This helps in deeply exploring and identifying effective themes and messages, as well as video characteristics and details while avoiding ineffective or even misleading messages and themes from young people's perspectives outside the United States. Future development of e-cigarette prevention videos for Chinese college students may consider incorporating localized real-life testimonial cases to convey specific harms, including self-efficacy information, and utilizing fear and emotional appeals. [ABSTRACT FROM AUTHOR]

Fruit and vegetable (F&V) consumption is associated with a reduced risk of developing chronic diseases; however, only one in 16 Australian adults consume F&Vs at the recommended two servings of fruit and five servings of vegetables per day. What and how much people eat is influenced by their social and physical environments. Supermarkets are a key setting influencing food purchases, and as such, they can shape consumption patterns of F&Vs. Implementing effective strategies to increase F&V intake is crucial. The objective of this research was to test the feasibility of modifying shopper purchasing behaviour to purchase more F&Vs using the Australian Dietary Guidelines 2&5 education message covering one‐half of the base of shopping trolleys. Placards giving the message that eating 2 fruits and 5 vegetables every day for good health were placed at the base of shopping trolleys as an educational nudge. Applying an intervention research design, 30 out of ~100 trolleys were fitted with the placards and shopper purchases were measured by collecting paper sales receipts to measure the weight (kg), total spending and F&V‐specific spending (Australian dollars) for intervention versus control trolleys for one Saturday. We also conducted a short intercept survey that was administered independently from the research study day on non‐trial shoppers. Shoppers who selected trolleys with the 2&5 education nudge placards (n = 101) purchased 1.66 kg less weight of F&Vs (Intervention: mean = 3.89 kg, SD = 3.40 kg, 95% CI = 3.21 kg, 4.56 kg, vs. Control: mean 5.55 kg, SD = 4.16 kg, 95% CI = 4.73 kg, 6.37 kg, p = 0.002) and spent less on F&Vs compared to shoppers in the control group (n = 102; Intervention: mean = $26.00, SD = $21.60, 95% CI = $21.78, $30.32 vs. Control: mean $36.00, SD = $27.00, 95% CI = $30.72, $42.36, p = 0.004). Intervention group shoppers also spent less in total spending between groups (Intervention: mean = $115.40, SD = $68.30, 95% CI = $101.95, $128.95 vs. Control: mean $151.30, SD = $79.40, 95% CI = $135.73, $166.93, p = 0.001). The 2&5 education nudge placard had the opposite effect as intended on shoppers' purchases to buy more F&Vs, although there may have been other differences between the intervention and the control groups since they were not randomised. Larger studies are required to elucidate and confirm these findings over the longer term. [ABSTRACT FROM AUTHOR]

Development of live shopping has introduced a new form of celebrity endorsement. This study examines the impact of negative news related to streamers on viewers' purchasing behaviour during live streaming, considering different types of negative news. Drawing on research related to celebrity endorsement and information dissemination, this study presents the results from one natural experiment and four lab experiments. The findings suggest that negative news about streamers, as well as their responses to such news, positively influence viewers' purchasing behaviour during live streaming, which is mediated by their visit to the live streaming. Furthermore, the study reveals that negative news related to streamers' personal behaviour has a more positive impact than negative news related to the product they are selling. The positive effect of response to negative news is weakened when the response seems to protect the wrongdoers. This study contributes to the development of endorsement theory, retests the model of the endorser effect, and expands the literature about celebrity scandals. Additionally, the findings provide practical suggestions for retailers and streamers who are dealing with negative news. [ABSTRACT FROM AUTHOR]

In today's marketplace, consumers encounter a multitude of advertisements incorporating emojis. This research undertook two complementary studies to assess how individuals appraise emotional versus functional advertisements containing emojis, examining outcomes like processing fluency, claim believability, attitude toward the ad, and purchase intention. Study 1 employed a factorial design, resulting in four experimental conditions: emotional ads without emojis, functional ads without emojis, emotional ads with emojis, and functional ads with emojis. Study 2 delved deeper, offering a qualitative exploration of consumer perceptions and sentiments concerning emojis in advertising contexts. Grounded in the Emotion as social information theory, results indicated that within the sports drink advertising domain, emotional advertising without emojis led to enhanced ad and brand attitudes, purchase intentions, claim believability, and information processing when contrasted with conditions incorporating emojis. [ABSTRACT FROM AUTHOR]

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Marketers are increasingly adopting drone videos to advertise their products and services in a novel and engaging manner. Despite this increasing adoption, academic research on the use of drone videos for product advertising is scarce. Particularly lacking is evidence of the efficacy of drone video ads in eliciting favorable viewer responses. This study seeks to fill this gap in the literature by developing a model in which exposure to a drone video ad enhances viewers' perceived presence and perceived novelty of the drone video ad. In turn, viewers' perceived presence and perceived novelty of the drone video ad are hypothesized to contribute to a favorable attitude toward the brand and greater intention to share the drone video ad on social media through a favorable attitude toward the drone video ad. To test the proposed model, a sample of viewers were directed to watch a drone video ad and answered questions about the drone video ad, the advertised brand, and their intention to share the drone video ad on social media. The findings contribute to the literature by documenting the effectiveness of drone video ads in eliciting favorable viewer responses and elucidating the theoretical mechanisms by which these responses are elicited. [ABSTRACT FROM AUTHOR]

Purpose: This study aims to examine how young consumers perceive the advertising effectiveness of endorsements by virtual idols and how endorsements by virtual idols differ from endorsements by real human celebrities such as traditional celebrities and online influencers. Design/methodology/approach: An experimental study was conducted with 400 randomly selected young respondents in China in December 2022. A 3 × 2 factorial design was used to test how the type of celebrity endorser and level of product involvement influence the persuasiveness of advertising aimed at young adults. Among 400 respondents, the average age was 21.5 years. A total of 193 male and 207 female respondents participated in the experiment. Findings: Young consumers find virtual idols, online influencers and traditional celebrities attractive. Although virtual idols are the least credible among the three types of celebrity endorsers, young consumers tend to be more convinced by their endorsements of products with low levels of consumer involvement than those with high levels of involvement. Among the three types of celebrity endorsements, young consumers find traditional celebrities the most effective. In addition, young consumers' attitudes toward celebrity endorsers mediate the impact of celebrity endorsers' attractiveness and credibility on their attitudes toward the advertisements. The perceived level of product involvement moderates the transfer of meaning from the attitude toward the celebrity endorsers to the attitude toward the advertisement. Practical implications: First, when choosing celebrity endorsers to advertise products targeting young consumers, marketing communication practitioners should give priority to the endorsers' perceived credibility, as young consumers have a variety of views about them that can significantly affect their attitudes toward the advertisement. Second, real human celebrity endorsers are more effective than virtual idols in celebrity endorsements. However, virtual idols may be suited for use in advertisements to promote products with low involvement levels, such as soft drinks. Originality/value: To the best of the authors' knowledge, this is the first experimental study to attempt to analyze the effectiveness of virtual idols in advertising aimed at young consumers. This is also the first comparative study to introduce virtual idols as celebrity endorsers in product advertising and to compare their effectiveness with that of the two other types of commonly discussed celebrity endorsers, traditional celebrities and online influencers. [ABSTRACT FROM AUTHOR]

This research study proposes a model to test the impact of advertising puffery on purchase intention and brand loyalty involving the mediating role of ad‐related factors—likability of the advertisement and attitude toward the ad‐ and brand‐related factors—brand familiarity, attitude toward the brand, and brand credibility. The inclusion of brand loyalty as an exogenous construct is an attempt to extend the existing research in the ad puffery domain. Further, a combination of ad‐related and brand‐related factors as mediators is a novel approach in the field of ad puffery. It provides insightful findings for researchers as well as practitioners. The cross‐sectional approach used in this study involved gathering data from young adult respondents (age group between 18 and 24 years) over a specific period. Results based on 330 young adult respondents revealed significant direct and mediating effects. All the ad‐related and brand‐related factors mediated the direct relationship of ad puffery with purchase intention and brand loyalty. Additionally, gender significantly moderated the direct relationship of ad puffery with purchase intention. Further, theoretical contributions, practical implications, and future research directions are discussed. [ABSTRACT FROM AUTHOR]

Background: Some research shows that advertising for high-fat, sugar, or salt (HFSS) products is contributing to a shift in consumer preferences toward products of poor nutritional quality, leading to unhealthy nutritional intakes that increase the risk of obesity and chronic diseases. A strategy of displaying simple and understandable nutritional information (like the front-of-pack nutrition label Nutri-Score) in food messages could be an aid to help guide consumers' choice towards healthier products. Methods: A randomized controlled experiment was conducted on 27,085 participants randomly assigned to two experimental conditions or a control condition. In both experimental conditions (independent variable: advertising messages with vs. without the Nutri-Score), participants were exposed to advertisements for diversified food products with contrasting nutritional quality and belonging to nine different food categories. Participants were then asked questions about their perception, affective evaluation, and intentions to purchase and consume the products. In the control condition, they were not exposed to the advertisements. Results: Overall, interaction effects between the two variables (1) the messages with vs. without the Nutri-Score and (2) the nutritional quality of products, were significant for all dependent variables, with effect sizes between large and medium. Overall, the better the products' nutritional quality, the more positive their perceptions, affective evaluations, and intentions to buy and consume them. When the Nutri-score was displayed in advertising messages (vs. when it was not), perceptions, affective evaluation, and behavioral intentions: (1) became more positive for products of good nutritional quality (Nutri-score A and B), (2) became more negative for products of poor nutritional quality (Nutri-score D and E), (3) changed little or not at all for products of intermediate nutritional quality (Nutri-Score C). Conclusions: This research is the first in the literature to demonstrate that displaying the Nutri-Score in advertising messages assists consumers in directing their choices towards healthier foods. Regulations mandating the display of the Nutri-Score in food advertising could be an effective public health measure. [ABSTRACT FROM AUTHOR]

The article examines the impact of utilizing colorful and monochrome food photography in advertisements on consumer intentions to purchase food and beverages. It discusses how visual cues influence consumer behavior and purchase decisions, highlighting the significance of aesthetic presentation in food marketing and its implications for businesses.

Recognising the rapid growth and enormous potential of gamification and social media advertising in today's digital age, along with the increasing popularity of social commerce (s-commerce), especially in emerging markets, this study analysed attitudes towards gamification advertising in the Vietnamese s-commerce context. This study followed a quantitative approach by conducting interviews with 386 users who interacted with gamification advertising on s-commerce platforms in Vietnam. The empirical results indicate that perceived gamification in advertising (as measured by the experience of gamification ads) has a significant positive indirect effect on attitudes towards advertising via hedonic and utilitarian values. In addition, this study experimentally verified the impact of the prominent characteristics of s-commerce (interactivity, personalisation, and privacy concerns) on both the gameful experiences of ads and attitudes towards advertising in the s-commerce market. Our research has meaningful implications for marketers and social networking platform developers, in that marketers should be more proactive in gamifying advertisements to improve customer attitudes towards them. For social networking platform developers, it is essential to develop optimal algorithms to enhance the interactivity of the platform by taking advantage of a database to generate relevant advertising recommendations for users. [ABSTRACT FROM AUTHOR]

In today's consumer society, the promotion and marketing of products is no longer just for necessity. With the development of information and communication technologies, images have surrounded people. In line with these images, invisible messages are imposed on people's subconscious in advertising messages. At this point, the semiotic analysis method makes these hidden messages visible. In this study, two different advertisement designs featuring militancy and male representation have been analyzed using Roland Barthes' semiotic method, determining which myths are reproduced by these advertisements. It examines how selected Tabasco hot sauce and Zwilling knife advertisements use visual media to convey complex messages that influence societal norms and consumer behavior through the purposive sampling method. It identifies cultural narratives and ideologies within these ads that not only market their products but also influence societal values. In conclusion, the analyzed advertisement designs have been found to reproduce myths of a patriarchal society, heroism, as well as nationalism and racism. The analysis highlights the need for ethical advertising practices that support inclusivity and societal well-being. [ABSTRACT FROM AUTHOR]

The present research delves into the concept of celebrity co‐creation from the consumer behavior perspective. It explores the impact of the degree of a celebrity's involvement with a brand (celebrity as an endorser vs. celebrity as a co‐creator) on consumers' advertisement and brand‐based evaluations (Study 1) and purchase behavior (Study 2). The research subsequently incorporates the mediating effects of consumers' perceived risk (Study 3) and the moderating effect of celebrity expertise (Study 4) in the relationships. Three of the four studies were controlled experiments among nonstudent samples (combined n = 486), while one was a field study. Major findings indicate that a celebrity co‐creator is more effective than a celebrity endorser, but both cases of celebrity presence are more effective than the control (Studies 1 and 2). This effect is observed to be mediated by the consumers' perceived risk (Study 3) and moderated by the celebrity's expertise (Study 4). The present research provides a new direction to value co‐creation research from the communications perspective and adds to the literature on celebrity endorsements. [ABSTRACT FROM AUTHOR]

This study focuses on the impact of Facebook advertisements on undergrad consumer's purchasing intention in Pakistan. Furthermore, it explores undergraduate preferences toward Facebook advertisements. Another purpose is to determine the undergrad's attitudes toward Facebook advertisements among undergrad consumers' purchasing intentions. Last but not least is to evaluate the mediating role of brand image and brand equity through Facebook advertisements among undergrad consumers' purchasing intention. All constructs of the study are adopted from reviews of the previous literature. A total of 278 sampled data was collected among the undergraduate Facebook advertisement users at the University of Sindh, Jamshoro, Pakistan. Researchers applied the semi-structured survey within the purposive sample technique. The data was examined by SPSS version 28. The result of R Square (R2 = 0.529) affirmed that Facebook advertisements have a favorable impact on consumer's purchasing intentions, which ensures the primary objective of this study. The key finding of the research reveals that Facebook advertisements have a positively significant impact on preferences, attitudes, brand images, and equity among undergraduate consumer's purchasing intentions. All findings have been constituted by the means of the proposed model. [ABSTRACT FROM AUTHOR]

Despite its central importance in achieving most long-term advertising goals, the past several decades of academic research have placed too little emphasis on brand awareness (BA), focusing more often on attitude toward the ad, attitude toward the brand, and purchase intention. In part because of this lack of focus, no universally accepted definition of BA has evolved, and there is a need for greater theoretical development of the concept. In response, this article draws on prior work incorporating current developments in the advertising field to derive the following updated definition of BA: Brand awareness is the likelihood that a person retrieves a brand identifier and a product category or category need from memory across brand-relevant situations. In addition, the article summarizes the trajectory of the use of dependent measures of advertising effectiveness and calls for greater focus on the measurement of BA in its various forms. To this end, the article provides guidelines for measuring BA and specific recommendations to future researchers for including BA in studies of advertising effectiveness. [ABSTRACT FROM AUTHOR]

The rapidly changing nature of technology, the rise of digital games, and the constant evolution in the field of advertising have emphasized the significance of advergames (the fusion of gaming and advertising). This study aims to examine the potential effects of advergames on consumer behavior. The research was conducted through a documentary review method. Existing literature sources were meticulously reviewed to analyze the role of advergames in the advertising industry and their potential effects on consumer interest and purchase behavior. As a result of this review, strong evidence was obtained indicating the significance of advergames on consumer behavior. Advergames, by combining elements of entertainment, advertising, and gaming, generate positive emotions among consumers and stimulate increased interest in products and services. Additionally, the use of advergames was observed to potentially increase consumers' conscious or subconscious desire to purchase products or services. This research highlights the need to consider advergames as a potential factor in advertising strategies and their potential to significantly influence consumer purchase behavior. The role of advergames in the advertising industry is growing, and it is suggested that they may find a more prominent place in future marketing strategies. This study aims to contribute to the understanding of the impact of advergames on consumers and may pave the way for further research in this field. [ABSTRACT FROM AUTHOR]