...Aline Simonetti; Enrique Bigne Purpose This study aims to investigate the impact of advertising, packaging and packaging information on brand performance throughout the customer journey of a new brand. Design/methodology/approach A real new brand was assessed through a controlled three-stage...

...Corliss Thornton; Lenita Davis; Bruce Weinberg Purpose Advertisements often use fear appeals to encourage prevention focused behaviors. This approach has been somewhat successful in changing attitudes and behaviors, often encouraging consumers to secede from behaviors such as smoking or to adopt...

...” and “information systems.” Bibliographic coupling combined with content analysis resulted in seven clusters: ELM in marketing communications, ELM in information system research, ELM in the service context, ELM in advertising research, ELM and electronic word-of-mouth, ELM and trust in the online context and ELM...

... of the study is to examine the gendered perceptions of men who seek help for mental health concerns, as well as how masculine advertisements moderate these perceptions. Design/methodology/approach After viewing either masculine or control advertisements, participants read descriptions of men who sought...

...Laís Rodrigues; Marcus Wilcox Hemais; Alessandra Costa Purpose This paper aims to unveil colonial racist elements related to the cases of racism in advertising judged by the Brazilian Council of Advertising Self-Regulation (Conar), from 1980 until 2020. Design/methodology/approach...

... by running the PROCESS macro on SPSS. Findings The results showed that when exposed to the advertising message designed to elicit uncertainty, participants relied more on the visual than the textual content (i.e. framed headline and body text) in forming attitude toward the behavior (i.e. consuming...

... participants are primed with a celebrity with a certain perceived lifestyle. Design/methodology/approach Two independent experiments were undertaken to observe consumer reactions to advertisements using celebrities as priming stimulus. Experiment 1 featured a 2 (perceived celebrity lifestyle) × 3...

.... Further, only one product was used to assess attitudes. Practical implications Advertisers must be cognizant of the age of targeted consumers. Further, any cultural values expressed in ads have different impacts depending on consumer age. Finally, the number of models can have an impact on consumer...

...Bénédicte Bourcier-Béquaert; Corinne Chevalier; Gaëlle Marie Moal Purpose This study aims to examine how exposure to female models in advertisements can create identity tensions in senior women and how they manage the comparison and develop different adaptation strategies to deal...

...Nazuk Sharma; Lisa Monahan Purpose The purpose of this paper is to investigate the impact of framing white space around a product image (e.g. silver polish) and its intended effect image (e.g. tarnish-free, shiny silverware) in an ad on the performance perceptions of the advertised product...

...Ilgım Dara Benoit; Elizabeth G. Miller Purpose This paper aims to identify two boundary conditions (consumption motive and claim set-size) affecting the effectiveness of an advertisement’s creativity. Design/methodology/approach Across two experiments, the authors find support for hypotheses...

...Frank Dardis; Mike Schmierbach; Brett Sherrick; Britani Luckman Purpose In-game advertising continues to increase in importance for both industry and academia. However, game difficulty – an important, real-world factor – has received little attention as a specific game-related factor that might...

... into account to fully understand consumer behavior at old age. Practical implications This paper provides practical guidance to advertising professionals on the use of senior models in ads. Social implications This research reveals that the adequate representation of older models in advertisements can...

... Practitioners may want to consider that an attractive picture in advertising is not always the best route for persuasion, especially when the verbal ad content emphasizes the product’s properties. Originality/value The present study provides new insights regarding the role of pictures in advertising...

...Elyria Kemp; My Bui; Anjala Krishen; Pamela Miles Homer; Michael S. LaTour† Purpose The dynamic landscape of healthcare has seen significant changes in marketing by the various types of healthcare providers. This research aims to explore the impact of emotions in healthcare advertising. Design...

...Johan C. Karremans; Mathieu Kacha; Jean-Luc Herrmann; Christophe Vermeulen; Olivier Corneille Purpose The purpose of the present paper is to examine the effects of overconsumption on consumer evaluations of advertised brands. While the determinants and health consequences of overconsumption have...

...Maria Belen Sakalis Advertising Regulation According to the International Chamber of Commerce, “All advertising should be legal, decent, honest and truthful” (foreword vii). The authors of The Global Advertising Regulation Handbook cite this principle, stated in 1937, to show...

... ethnic identifying Hispanics used the peripheral route (processing fluency) to a higher extent compared to Whites who used the central route (comprehension) to process advertisements. Results suggest that while polysemous slogans are similarly interpreted by subject independent of their ethnic...

...Paul Edwin Ketelaar; Ruben Konig; Edith G. Smit; Helge Thorbjørnsen Purpose – This paper aims to provide insight into the relationship between religiousness, trust in advertising and advertisement avoidance. Design/methodology/approach – A survey of 4,984 participants from the USA, the UK...

...Jenny V. Bittner; Jeffrey Shipper Purpose – The purpose of this paper is to study motivational effects and age differences of gamification in product advertising. Game-elements can easily be embedded within product advertisements, but little is known about the success factors of this technology...