| 1. |
- Berg, Hanna, et al.
(författare)
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Why Casting Older Female Models Is Good for Advertising : The Positive Effects of Challenging The Underrepresentation of Older Women in Ads
- 2023
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Ingår i: Journal of Advertising Research. - : Advertising Research Foundation. - 1740-1909 .- 0021-8499. ; 63:1, s. 61-80
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Tidskriftsartikel (refereegranskat)abstract
- Older people-particularly women-continue to be underrepresented in advertising. Some companies, however, have recently begun featuring more older women as decorative models in their advertisements. That practice goes against earlier research dating back to the late 1980s, which recommended that advertisers should avoid featuring older women in advertisements. The purpose of this article is to examine consumer responses to advertising featuring older female decorative models. In four experiments, the effects of advertisements of mostly female-gendered products, featuring older and younger female decorative models, are compared. The findings indicate positive effects of advertisements featuring older female decorative models for both younger and older female consumers, and that these effects can be explained by increased social connectedness with the decorative models.
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| 2. |
- Brown, Terrence E., et al.
(författare)
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A 60-Year Bibliographic Review Of the Journal of Advertising Research Perspectives on Trends in Authorship, Influences, and Research Impact
- 2020
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Ingår i: Journal of Advertising Research. - : WARC Limited. - 0021-8499 .- 1740-1909. ; 60:4, s. 353-360
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Forskningsöversikt (refereegranskat)abstract
- In the first large-scale bibliographic overview of the Journal of Advertising Research (JAR), the authors identify key publication trends since its inception in 1960. Using the Web of Science database, they uncovered the most productive authors, countries, institutions, and papers published over the 60-year history of JAR. To measure both the productivity and influence of authors, countries, and institutions, the researchers collected the total number of publications and citations. Bibliographic maps offer graphical visualizations of the data by keyword, author, institution, and country networks through co-occurrence, co-citation, and collaboration analyses.
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| 3. |
- Colliander, Jonas, et al.
(författare)
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Do Customer Ratings Influence Consumers Who Have Already Experienced a Product? How Memory Reconstruction and Conformity Can Reshape Product Evaluations and Perceptions
- 2023
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Ingår i: Journal of Advertising Research. - : Advertising Research Foundation. - 1740-1909 .- 0021-8499. ; 63:1, s. 17-29
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Tidskriftsartikel (refereegranskat)abstract
- This study investigates whether the subjective experiences of consumers are altered by exposure to others' ratings of the same experience. On the basis of theories of memory reconstruction and conformity, the authors conducted two experiments in Sweden and found that consumers' quality perceptions, ratings, and customer satisfaction were, indeed, affected by the postexperience viewing of others' ratings, in two different product categories. The findings reflect a desire to maintain a correct representation of reality in which people use others' ratings as an accuracy heuristic.
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| 4. |
- Dahlen, Micael, et al.
(författare)
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A disaster is contagious: How a brand in crisis affects other brands
- 2006
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Ingår i: Journal of advertising research. - : ADVERTISING RES FOUNDATION. - 1740-1909 .- 0021-8499. ; 46:4, s. 388-397
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Tidskriftsartikel (refereegranskat)abstract
- Negative publicity is increasing in frequency to become part of the everyday lives of consumers and everyday business of brands. Previous research reports several negative effects on the focal brand and tests strategies to cope with one's own brand crisis. But one question needs examining: how does a brand crisis affect the product category and competing brands? This article reports two studies showing that a brand crisis changes consumer perceptions and the game rules of the entire product category. The effects on competing brands differ depending on similarity to the brand in crisis. Implications for advertising, positioning, and tracking are reported in the study's findings.
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| 5. |
- Dahlén, Micael, et al.
(författare)
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Advertising “On the Go”: Are Consumers In Motion More Influenced by Ads?: Why Advertisers Should Consider Consumers' Physical Activity when Planning Ad Campaigns
- 2020
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Ingår i: Journal of Advertising Research. - : World Advertising Research Center. - 1740-1909 .- 0021-8499. ; 60:4, s. 417-425
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Tidskriftsartikel (refereegranskat)abstract
- People increasingly are in motion when exposed to advertising, which begs the question, “Are moving consumers more influenced by advertising?” This article builds on grounded cognition—the premise that the body influences the brain—to show that physical activity has positive effects on attitudes and intentions toward an advertisement and a brand. Prompted by movement (e.g., exercise), these effects are caused by an increased state of physical arousal. This phenomenon is accentuated when the advertisement is less related to the arousing context, because people are not reminded of the source of the arousal. Implications for researchers and advertisers are discussed.
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| 6. |
- Dahlen, Micael
(författare)
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Banner advertisements through a new lens
- 2001
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Ingår i: Journal of advertising research. - : Advertising Research Foundation. - 1740-1909 .- 0021-8499. ; 41:4, s. 23-30
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Tidskriftsartikel (refereegranskat)abstract
- An article examines the impact of brand familiarity and internet user experience on banner-ad effectiveness. The results from a large empirical study show that there are major differences between the performances of banner ads for familiar and unfamiliar brands. Advertisements for familiar brands tend to wear out quickly, whereas banner ads for unfamiliar brands need multiple exposures to wear in. Major differences are also found between novice and expert internet users regarding their susceptibility to web advertising. Novice users are more affected by banner ads than are expert users. Implications based on the findings are discussed.
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| 7. |
- Dahlén, Micael, et al.
(författare)
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Following the fashionable friend : the power of social media - weighing publicity effectiveness of blogs versus online magazines
- 2011
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Ingår i: Journal of Advertising Research. - : World Advertising Research Center. - 0021-8499. ; 51:1, s. 313-320
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Tidskriftsartikel (refereegranskat)abstract
- This article investigates-and compares-the effects of brand publicity in social and 'traditional' digital media. In an analysis of consumer responses to identical brand publicity in seven popular blogs and seven popular online magazines, the authors found that blogs generated higher brand attitudes and purchase intentions. This effect can be explained, in part, by blogs' higher para-social interaction (PSI) with its users. They also found that-owing to that para-social interaction-publicity is more sensitive to user perceptions of the writers' credibility and relationship with the brand. Based on their findings, the authors provide implications and a new architecture for the media and marketing industries.
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| 8. |
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| 9. |
- Dahlén, Micael, et al.
(författare)
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Why the marketer’s view matters as much as the message : Speaking down to the consumer speaks badly to a brand’s image
- 2014
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Ingår i: Journal of Advertising Research. - : World Advertising Research Center. - 0021-8499. ; 54:3, s. 304-312
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Tidskriftsartikel (refereegranskat)abstract
- This research explored whether advertisements can insult consumers by underestimating their intelligence. It also posed the question whether advertising that underestimates consumers' intelligence signals that the advertiser has a prejudiced view of its consumers - a perception that, then, impacts negatively on consumer perceptions of the brand. Two experimental studies found that consumers, indeed, may find advertising insulting to their intelligence and, consequently, rate such advertising lower. Inferring that the advertiser does not think very highly of their intelligence, consumers expected the offered products to be of lower quality and rated the advertiser lower. The tests extended across three different product categories and ruled out competing explanations.
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| 10. |
- Karsberg, John, et al.
(författare)
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The Effects of Signaling Monetary and Creative Effort in Ads : Advertising Effort Can Go a Long Way Influencing B2B Clients, Employees, and Investors
- 2018
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Ingår i: Journal of Advertising Research. - : World Advertising Research Center. - 1740-1909 .- 0021-8499. ; 58:4, s. 433-442
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Tidskriftsartikel (refereegranskat)abstract
- Advertiser effort signals brand ability and commitment, which leads to beneficial effects on consumers. This research tested whether effort (in terms of expense or creativity) yields similar effects in business-to-business, recruitment, and investor contexts. The results of four studies indicate that this may be the case, suggesting that advertiser effort goes a long way. This article also extends the literature on advertiser effort by showing that the presumed influence on consumers is an important mediator of its effects. Perceived expense or creativity in advertising conveys soft information about a brand, which will have an impact on how it is perceived.
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