Advances in Advertising Research IX (eBook)

Verolien Cauberghe is Associate Professor of Marketing Communication at Ghent University, Belgium. Liselot Hudders is Assistant Professor of Marketing Communication and Consumer Behavior at Ghent University, Belgium. Martin Eisend is Professor of Marketing at the European University Viadrina, Frankfurt (Oder), Germany.

Advances in Advertising Research: Power to Consumers 6
Table of Contents 9
Part I – Going Beyond: Persuading the Consumer with New Advertising Formats 13
1Emotion in a 360-Degree vs. Traditional Format Through EDA, EEG and Facial Expressions 14
1 Introduction 14
2 Theoretical Background 15
2.1 Emotion and Advertising 15
2.2 Emotion and 360-Degree Video 15
2.3 Measuring Emotional Responses to Video Ads 15
3 Method 17
3.1 Sample 17
3.2 Design, Stimuli and Apparatus 17
3.3 Procedure 18
3.4 Data Processing 19
4 Results 20
5 Discussion and Implications 22
6 Limitations and Future Research 23
7 Acknowledgements 23
8 References 24
2“Fool’s Gold”: Linking Materialism to Persuasion Knowledge Activation and Susceptibility to Embedded Advertising 27
1 Introduction 27
2 Theoretical Framework 28
2.1 Materialism and Persuasion Knowledge Activation 29
2.2 Materialism and Brand Responses 30
2.3 Materialism and Attitude Towards Embedded Advertising 30
3 Methods and Results 30
3.1 Materialism and Persuasion Knowledge Activation (RQ1) 31
3.2 Materialism and Brand Responses (RQ2) 32
3.3 Materialism and Attitude Towards Embedded Advertising (RQ3) 33
4 Conclusion and Discussion 33
4.1 Limitations, Future Research, and Implications 34
5 References 35
3The Role of Big Data in Programmatic TV Advertising 39
1 Introduction 39
2 Literature Review 40
2.1 Mass versus Addressable TV Advertising 40
2.2 Introducing Programmatic Advertising 41
2.3 Programmatic TV Advertising 42
2.4 Data Types for Programmatic TV Advertising 43
2.5 Expectations on the Predictive Power of Different Data Types 45
3 Method 46
4 Results 47
5 Discussion 49
6 References 50
4Me, Myself or the Blogger? How to Use Instagram as a Content Platform to Promote Products from the Company’s Perspective 53
1 Introduction 53
1.1 Using Social Networks to Influence Consumers 53
1.2 Options of Companies for Using Instagram 54
1.3 Gap in Prior Research 56
1.4 Objective of this Study 56
2 Theoretical Considerations and Prior Research 56
2.1 Either Company or Influencer as Source of Information on Instagram 56
2.2 Either Company Post or Company Ad on Instagram 57
2.3 Degree of Explicitness of Company Sponsorship of the Influencer 57
3 Study 59
4 Implications for Practice 64
5 References 66
5The Effects of Engaging with Content Marketing on Business Outcomes for B2B Service Providers 67
1 Introduction 67
2 Background 68
2.1 What is Content Marketing (CM)? 68
2.2 Content, Engagement Behaviors and Business Outcomes 70
3 Methods 72
3.1 Data 72
3.2 Model Framework 73
3.3 Model Specification and Variables 74
4 Results 76
5 Conclusion and Discussion 77
6 References 79
Part II – Getting Inside the Game: Effectiveness of In-Game Advertising 81
6Advertising Effects of In-Game-Advertising vs. In-App-Advertising 82
1 Introduction 82
2 Theoretical Framework and Research Questions 83
3 Method 86
4 Results 87
5 Discussion, Limitations and Managerial Implications 93
6 Acknowledgements 93
7 References 93
7The Effectiveness of In-Game Advertising: Examining the Influence of Ad Format 96
1 Introduction 96
2 Literature Review 97
2.1 The Impact of Ad Format on the Effectiveness of In-Game Advertising 97
2.2 Brand Type 98
2.3 Brand Prominence 99
2.4 Ad Type 100
3 Method 101
3.1 Experiment 1: Brand Type 101
3.2 Experiment 2: Brand Prominence 101
3.3 Experiment 3: Ad Type 102
3.4 Procedure 103
3.5 Measures 103
4 Results 104
4.1 Experiment 1: Brand Type 104
4.2 Experiment 2: Brand Prominence 104
4.3 Experiment 3: Ad Type 105
5 Discussion and Implications 106
6 References 108
8Keeping It Real: Applying Realistic Periods of Gameplay to the Study of Recall and Recognition of In-Game Advertising in a Console Video Game 110
1 Introduction 110
2 Research Objective 113
3 Method 113
3.1 Sample and Procedure 113
3.2 Measurement 113
4 Findings 114
4.1 Recognition 114
4.2 Recall 114
5 Discussion and Implications 114
6 Limitations and Future Research 116
7 References 117
Part III – How to Create Your Ad: An Insight into the Effects of Advertising Execution Styles 123
9How Accent and Pitch Affect Persuasiveness in Radio Advertising 124
1 Introduction 124
2 Theoretical Development 124
2.1 Accent and Its Application 124
2.2 Accent and Authenticity in Restaurants 125
2.3 Vocal Pitch, Voice Likeability, Ad Attitude and Purchase Intention 126
3 Method 128
3.1 Experimental Design 128
3.2 Participants 128
3.3 Stimuli 128
3.4 Procedure 129
3.5 Measures 129
4 Result 130
4.1 Manipulation Checks 130
4.2 Descriptive Statistics 130
4.3 Hypotheses Testing 130
4.4 Regression and Mediation Analyses 133
5 Discussion 133
6 Contribution, Limitation and Future Research 134
7 References 135
10Less is More or Less is A Bore? 138
1 Introduction and Purpose of the Study 138
2 Literature Review 139
2.1 Minimal, Visual Rhetoric, Aad and Abr 139
2.2 Minimal, Visual Rhetoric and Comprehension 140
3 Methodology 141
4 Analysis of Results 143
5 Conclusions 144
6 Limitations and Further Research 145
7 References 146
11The Positive Effect of Green versus Conventional Brand Placement: The Roles of Brand Warmth and Persuasion Knowledge 150
1 Introduction 150
2 Theoretical Background 151
2.1 Brand Placement of Green versus Conventional Brands 151
2.2 Brand Warmth 154
2.3 Persuasion Knowledge 155
3 Method 157
3.1 Pretest 157
3.2 Main Experiment 158
3.2.1 Participants and Design 158
3.2.2 Procedure 158
3.2.3 Measures 159
4 Results and Discussion 160
4.1 Manipulation Checks and Control Variables 160
4.2 Randomization Check 160
4.3 Main Analyses 161
4.3.1 The Mediating Role of Brand Warmth 161
4.3.2 The Mediating Role of Persuasion Knowledge 162
5 General Discussion 162
5.1 Limitations and Suggestions for Future Research 163
5.2 Implications 164
6 References 164
12 Advertising Effects of Religious Stereotypes: The Moderating Influence of Context News Valence 169
1 Introduction 169
2 Theoretical Background 170
3 Method 172
3.1. Stimulus and Pretests 172
3.2. Participants 172
3.3. Procedure and Measures 174
4 Results 174
5 Discussion 178
6 References 180
13Beyond Demographics: Enhancing Media Planning with Emotional Variables 182
1 Introduction 182
2 Background and Support for a New Emotion-Based Approach 183
3 Kahneman’s Thinking Fast and Thinking Slow as a Base 184
4 A Basis for the New Planning Model 185
5 Developing Ways to Measure The Emotional Variable of Implusivity 186
6 Concept Proof 188
6.1. The Research Approach 188
6.2. Step One 189
7 Testing the Concept with Consumers 189
7.1. Step Two 189
7.2. Step Three 191
8 Conclusions and Next Steps 192
9 Limitations 193
10 References 194
14Superiority Theory and Disparagement Humor: The Role of Gelotophobia, Gelotophilia, and Katagelasticism 196
1 Introduction and Purpose of the Study 196
2 Conceptual Framework 197
3 Methodology 199
3.1. Method and Sample 199
3.2. Measurement 200
4 Results 201
4.1. Confirmatory Factor Analysis (CFA) 202
4.2. Hypotheses Testing 202
5 Discussion and Conclusions 203
6 Directions for Future Research 204
7 References 204
Part IV – Doing Good: Corporate Social Responsibility and Consumer Protection 210
15How Can Entertainment Fight Childhood Obesity? A Study Using Nutriventures Series 211
1 Introduction 211
2 Literature Review and Hypotheses 211
2.1. Childhood Obesity 211
2.2. Edutainment 212
2.3. Age as a Moderator of the Impact of Edutainment on Healthy Eating 212
2.4. BMI as a Moderator of the Impact of Edutainment on Healthy Eating 213
3 Methodology 213
4 Results 214
5 Discussion 218
6 References 218
7 Appendix – Children’s Questionnaire 220
16Consumer Responses to Corporate Social Responsibility Communication in Hong Kong 223
1 Introduction 223
2 Literature Review and Hypothesis Development 224
2.1. CSR and its Outcomes 224
2.2. Consumer Responses to CSR Information 225
2.2.1 CSR Perceptions and Purchase Intentions 225
2.2.2 Consumer Perceived Value 225
2.2.3 Consumer Trust 226
2.2.4 Consumer Perceived Value and Trusting Beliefs as Mediators 226
3 Study 227
3.1. Research Methodology and Data Collection 227
3.2. Data Analysis and Results 228
4 Discussion, Implications, and Limitations 231
5 References 232
17Emotional Claims in CSR Tweets: The Moderating Role of CSR Message Fit 235
1 Introduction 235
2 Theoretical Framework 236
2.1. Effects of Emotional Claims in CSR Tweets 236
2.2. The Moderating Influences of CSR Message Fit 237
3 Method 239
4 Results 240
5 Discussion and Theoretical Implications 243
6 Implications for Practitioners 244
7 Limitations and Future Research 244
8 Acknowledgments 245
9 References 245
18“For Risks and Side Effects, Ask Your Doctor or Pharmacist.” Cross-Cultural Consumer Responses to Pharmaceutical Advertising Regulation – Evidence from Brazil, Germany and the US 247
1 Introduction 247
2 Literature Review, Hypotheses and Research Questions 247
2.1 Pharmaceutical Advertising 247
2.2 Attitudes and Skepticism in (Pharmaceutical) Advertising Research 248
2.3 Influence of Regulatory Oversight 250
3 Empirical Study 254
4 Results 255
5 Discussion, Limitations and Directions for Future Research 256
6 References 258
Part V – Let Them Talk: How to Increase and Evaluate Word of Mouth 261
19Increasing Brand Experiences and Word of Mouth in Experiential Retailing - A Cross-Cultural Perspective 262
1 Introduction 262
2 Conceptual Background 263
2.1 Brand Pop-up Store Characteristics 263
2.2 Brand Experience and Word of Mouth 264
2.3 Role of National Culture 264
3 Hypotheses Development 265
4 Method 269
4.1 Research Setting 269
4.2 Measures 269
4.3 Scale Reliability and Validity 270
5 Analysis and Results 270
5.1 Measurement Model 270
5.2 Structural Model 271
6 Discussion and Implications 271
7 References 272
20Now and Wow! How Temporal Characteristics Affect the Word of Mouth of Topical Advertising 276
1 Introduction 276
2 Temporal Location 277
3 Temporal Responsiveness 279
4 Method 280
4.1 Sample and Procedure 280
4.2 Measures 281
4.2.1 Word of Mouth 281
4.2.2 Temporal Location 281
4.2.3 Temporal Responsiveness 282
4.2.4 Control Variables 282
5 Results 282
6 Discussion and Implications 284
7 Acknowledgements 287
8 References 287
21When Do We Trust Online Reviews by Similar vs. Dissimilar Users? An Application of Construal Level Theory 290
1 Introduction 290
2 Theoretical Background 291
2.1 Effects of Sources and Message Types in Online Reviews 291
2.2 Application of Construal Level Theory (CLT) 291
2.3 Interactions of Time, Message Source, and Arguments 292
3 Method 293
3.1 Sample 294
3.2 Independent Variables and Stimulus Material 294
3.3 Dependent Measures 295
3.4 Further Measures and Manipulation Check 296
4 Results 296
4.1 Manipulation Checks 296
4.2 Hypothesis Tests 297
4.3 Additional Analyses 298
5 Discussion 299
6 References 301
Part VI – It's All About Context: Situational Influences on Advertising Effects 304
22The Embodied Retail Consumer: Physical Effort in Shopping-Related Tasks and its Impact on Reactions to Messages 305
1 Introduction 305
2 Theoretical Framework and Hypotheses 306
3 Method 309
3.1 Stimuli, Procedure, and Participants 309
3.2 Measures 310
4 Results 311
5 Discussion 312
5.1 Summary of Main Findings 312
5.2 Contributions 313
5.3 Managerial Implications 313
5.4 Limitations and Suggestions for Further Research 314
6 References 315
23The Impact of Social Exclusion and Permeability on Consumers' Responses towards Advertising 319
1 Introduction 319
1.1 Social Exclusion 319
1.2 Permeability 320
2 Method 321
2.1 Pretest 321
2.2 Sample and Procedure 323
2.3 Measurement 324
3 Results 326
4 Discussions and Implications 327
5 Acknowledgment 328
6 References 328
24The Moderating Role of Mood in Consumer Response to Scent Cues in Advertising 330
1 Introduction 330
2 Literature Review and Theoretical Framework 330
2.1 Consumer Response to Scent in Advertising 331
2.2 Scent Cues and the Advertised Product 331
2.3 The Role of Consumer Pre-exposure Mood 332
3 Methodology 333
4 Results 334
4.1 Manipulation Check 334
4.2 Validity and Reliability 334
4.3 Empirical Findings 335
5 Discussion and Implications 336
6 References 338
25The Effects of Acculturation to Global Consumer Culture on Impulsive Buying and Attitudes Towards Advertising in General 344
1 Introduction 344
2 Literature Review 345
2.1 Acculturation to Global Consumer Culture 345
2.2. Impulsive Buying and Attitudes Towards Advertising 345
3 Hypotheses Development 346
4 Research Design and Measures 347
4.1 Measurement Procedures 347
5 Results 348
6 Discussion 350
7 References 350