ABSTRACT Direct-to-consumer prescription-drug television advertisements often contain superimposed text (supers) to convey information about the advertised product. This randomized experiment examined three size levels of supers and two levels of background contrast in direct-to-consumer advertisements. Participants (N = 1,272) watched different versions of a television advertisement for a fictitious

ABSTRACT The key characteristic of native advertising is that it simulates the format of the editorial content. The current study examines how format similarity—the extent to which the format of an advertisement is similar to the format of the editorial content—affects consumers9 responses to the advertisement and whether the effects differ by format novelty, the extent to which the format of the editorial

![Figure][1] The Journal of Advertising Research ( JAR ) has been a cutting-edge venue for advertising research for more than 60 years (nearly 250 issues, if you're counting). The range of topics has never been richer and, with bourgeoning platforms steeped in evolving algorithms and

ABSTRACT With increases in sponsorship expenditures outpacing traditional advertising, return on investment warrants greater scrutiny. Research overwhelmingly focuses on returns, however, while neglecting the associated investment. This study contributes to the literature on sponsorship costs by analyzing multiple years of prices paid for sponsorships of Formula One racing teams. Contrary to past research

ABSTRACT This study investigates how advertising recognition influences consumer responses to a native advertisement about proactive or reactive corporate social responsibility (CSR). The results indicate that participants expressed more favorable attitudes and greater word-of-mouth intention toward a native advertisement of proactive CSR than one of reactive CSR only when they did not recognize the

ABSTRACT Companies employ giveaways primarily to create awareness and strengthen their brands. Little academic research has examined the effectiveness of giveaways, however. This article reports the results of two studies on giveaways9 effectiveness. The first, a laboratory experiment with 678 respondents, found that giveaways of low quality may have a negative impact on consumers9 attitude toward

ABSTRACT When choosing music for advertisements, professionals are influenced by a large number of factors that could impair their judgment. This research examined source effects in the evaluation of advertising music by professionals and nonprofessionals. Results showed that advertising professionals gave significantly more favorable evaluations—higher in quality, authenticity, and expected cost—when

ABSTRACT This article proposes an update of the Foote, Cone & Belding (FCB) grid, which has been one of the most popular product-classification schemes in advertising and consumer research since its conception in 1980. Professionals utilize the grid as a strategic guideline for determining messages of their advertising campaigns, and researchers employ it as a theoretical background in their research

ABSTRACT Perceived lack of authenticity and inferences of manipulative intent by an advertiser can impede an advertisement9s intended effect. This research posits that 360-degree virtual tours offer realistic content, thereby helping consumers to overcome such reservations. Using an operational-transparency framework, three studies show that 360-degree panoramic tours increase telepresence, improve

ABSTRACT This article examines the effectiveness of television advertising and changes in television-audience response in the United States since the 1980s. It concludes that television remains one of the most effective platforms for advertising, despite the rise of digital media and new technological developments. On a single, quality exposure basis, television advertising continues to be highly effective

![Figure][1] Gender and Advertising is a subject that has been a part of my life for most of my academic career. The issue of how women are being portrayed in ads has been top of mind since the 1970s, when disparities in societal roles and depictions in advertising were examined. At the time

ABSTRACT Gender is many things to many people. It is at once uniting and divisive. Gender in advertising presents a range of opportunities for marketers but is linked inextricably to concepts of masculinity–femininity and sexuality and has the potential to create strong positive or negative responses from different audiences. Using an experimental methodology, this study examines how depictions of

ABSTRACT Recent studies indicate that U.S. consumers' feminist attitudes can influence positively their evaluations of sexual images of women in advertisements. This study tested the generalizability of that finding in Korea—a country with a much different cultural background. Employing the Feminist Perspectives Scale, which provides a more complex view of feminist attitudes, the results reaffirm the

ABSTRACT Stereotyped occupational gender-role portrayals still are used frequently in advertising. Despite this, no previous research has examined their effects. Tentative findings from the advertising industry and some recent research suggest that other types of nonstereotyped gender-role portrayals in advertising can have a number of positive effects. This article corroborates these findings in three

ABSTRACT In food advertisements, consumers often get inputs from only a few senses and rely on crossmodal interactions to represent those advertisement features from which they are not getting sensory stimulation. In doing so, they create multimodal mental imageries of the missing sensory cues. This article studies the perceptual process of multimodal visually induced olfactory imagery in food advertising

ABSTRACT Radio remains popular, delivering an audience reach of over 90 percent, but radio ratings may overestimate real advertising exposure. Little is known about audience and media factors affecting radio-advertising avoidance. Many advertisers have believed as much as one-third of the audience switch stations during radio-advertising breaks. In the current study, the authors combined Canadian portable

![Figure][1] The quantification of creativity in advertising is an ongoing challenge that seems to remain just beyond the grasp of proper marketing research. The good news is that both academics and practitioners are closing the gap between execution and evaluation, and four papers in a

ABSTRACT This article conceptualizes chief executive officer (CEO) brand image as a multidimensional construct consisting of three main dimensions—personality, performance, and leadership—and develops a reliable and valid 9-item scale to capture these dimensions. The article adopts a grounded-theory approach to derive the dimensionality of the concept, then a rigorous scale-development procedure based

ABSTRACT This study investigated differences in consumer click-through behavior with paid search advertisement across devices—smartphone versus desktop versus tablet. The authors examined how different device users behave in terms of their tendency to click on the top paid search advertisement and their sensitivity to advertisement position change, and whether tablet users are more similar to smartphone

ABSTRACT This study examines how sponsored athletes9 performance affects a sponsor9s stock price in 170 sport events between 1991 and 2017, using Japanese data. The results show that regardless of the sporting results, stock prices reacted positively to the participation of athletes selected as country representatives in international tournaments. The positive market responses intensified when the

ABSTRACT Animals have been used in advertisements for decades, yet little is known about the effects on consumer reactions along the entire purchase-decision process. This study disentangles the effects of using animal stimuli in isolation or jointly with a human model in print advertisements. Empirical evidence was derived from 126,220 consumer evaluations of 302 actual print advertisements across

ABSTRACT This article examines selected drivers of multiple media use, to investigate why individuals choose to multitask with media. A survey of 315 digital natives in the U.K. revealed that multiple media use was predicted by the dimensions of polychronicity, the extent to which people prefer to work on multiple activities at the same time. The discovery of heterogeneity in the impact of the dimensions

ABSTRACT Do consumers process mobile advertising on mobile websites and branded apps in the same way? To answer this question, this article examines both the antecedents and consequences of mobile websites and branded apps. The authors administered a survey to 573 participants in South Korea and examined consumers9 advertising recognition and willingness to buy new products. They used real brands and

ABSTRACT The authors propose that decisions regarding the duration of cause-related marketing campaigns should depend on the combination of cause type and product type. Results from three studies show that a long duration works when a utilitarian product is paired with a primary cause, such as life necessities, or a hedonic product with a secondary cause, such as quality of life. A short duration is

ABSTRACT Generating “buzz” is a marketing objective for many Super Bowl advertisers, but “buzz” as a campaign objective should not be limited to big tent-pole events like the Super Bowl. It should be a key objective for all advertising. Fifteen years ago, researchers estimated word-of-mouth (WOM) could triple the value of advertising through a “ripple effect” (Hogan, Lemon, and Libai, 2004). The current

Once upon a time a new medium emerged that captured the attention of audiences. The inventor had great dreams for the medium: It would become a powerful tool for teaching and learning, making illiteracy a thing of the past. Instead of waiting for others to describe events, and put their own

![Figure][1] As the field of marketing research grows ever more diverse, it's imperative that the stewards of thought leadership speak with a clear, consistent, and succinct voice. To that end, the editors of the Journal of Advertising Research have regularly refined a series of formal

ABSTRACT This research explores the understudied relationship between two crucial variables—empathy elicited by narratives and the degree of efficacy possessed by bystanders—by using narratives in public service announcements. Findings showed that empathy-laden narratives were indeed superior to nonnarratives in generating more favorable attitudes toward public service announcements and motivating

ABSTRACT In advertising, brands often communicate passion through statements such as, “We love what we do.” This study tests whether such communication of passion positively influences consumers' product and brand evaluations. Data from three experimental studies suggest that the mere statement of brand passion in advertising indeed leads consumers to rate both the product and the brand more positively

ABSTRACT Speech rate plays a critical role in understanding speech and therefore in advertising messages. Announcers tend to speak fast in radio and television commercials. Can this pace affect consumers' cognitive processing? This study analyzes the effects of different speech rates (160, 180, and 200 words per minute) on the effectiveness of commercials, physiological arousal and attention, emotional

ABSTRACT Higher attention traditionally has translated into higher advertising revenues for media. With a multitude of options to choose from on the Internet, however, advertisers often are tempted to turn away from outlets with mass appeal toward niche outlets, which often have loyal audiences. In this high-choice media environment, where people purportedly are consuming content per their personal