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- Muldrow, Adrienne F., et al.
(författare)
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Diversity and inclusion in advertising research
- 2023
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Ingår i: International Journal of Advertising. - : Taylor & Francis (Routledge): SSH Titles / Wiley: No OnlineOpen. - 1759-3948 .- 0265-0487. ; 42:1, s. 52-59
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Tidskriftsartikel (refereegranskat)abstract
- Diversity in advertising research refers to the portrayal of people with distinct attributes in advertising, while inclusion refers to the valuation of their presence and perspectives in advertising. The most commonly investigated diversity attributes in advertising research are gender, ethnicity, sexual orientation, and age. Extant research indicates a mis- and underrepresentation of certain groups in society but shows that diverse and inclusive advertising can have favorable brand and social effects. Future research should include other diversity attributes (e.g., disabilities, gender identity, and religion), consider multiple diversity attributes and intersectionality, and include an advertiser perspective to understand why advertising sometimes is neither diverse nor inclusive. © 2022 The Author(s). Published by Informa UK Limited, trading as TaylorXX1Francis Group.
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- Rosengren, Sara, et al.
(författare)
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A Meta-Analysis of When and How Advertising Creativity Works
- 2020
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Ingår i: Journal of Marketing. - : SAGE Publications (UK and US). - 1547-7185 .- 0022-2429. ; 84:6, s. 39-56
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Tidskriftsartikel (refereegranskat)abstract
- Although creativity is often considered a key success factor in advertising, the marketing literature lacks a systematic empirical account of when and how advertising creativity works. The authors use a meta-analysis to synthesize the literature on advertising creativity and test different theoretical explanations for its effects. The analysis covers 93 data sets taken from 67 papers that provide 878 effect sizes. The results show robust positive effects but also highlight the importance of considering both originality and appropriateness when investing in advertising creativity. Moderation analyses show that the effects of advertising creativity are stronger for high- (vs. low-) involvement products, and that the effects on ad (but not brand) reactions are marginally stronger for unfamiliar brands. An empirical test of theoretical mechanisms shows that affect transfer, processing, and signaling jointly explain these effects, and that originality mainly leads to affect transfer, whereas appropriateness leads to signaling. The authors also call for further research connecting advertising creativity with sales and studying its effects in digital contexts.
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- Rosengren, Sara, et al.
(författare)
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Editorial: Advertising in Contemporary Society
- 2022
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Ingår i: International Journal of Advertising. - : Informa UK Limited. - 1759-3948 .- 0265-0487. ; 41:8, s. 1409-1410
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Tidskriftsartikel (övrigt vetenskapligt/konstnärligt)
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