JAR Inside the Research Podcast

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How can brands use immersive advertising to engage consumers? In this episode, Dr. Cece X. Y. Leung (University of North Texas) discusses her Journal of Advertising Research article, co-authored with Dr. Dimitrios Buhalis (Bournemouth University) and Dr. Giampaolo Viglia (University of Portsmouth).

We explore how brands in travel, hospitality, and entertainment use virtual and augmented reality to create interactive ad experiences. Dr. Leung shares insights on South Korea’s virtual tourism campaigns, Emirates Airlines’ 3D booking tools, and the "Attract, Convert, Delight" approach to immersive ads.

Read the full paper here: 
https://www.tandfonline.com/doi/full/10.2501/JAR-2024-019

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In this episode, Alicia Barker, Senior Marketing Scientist at the Ehrenberg-Bass Institute, interviews Celine Northcott, a Research Fellow at the South Australian Health and Medical Research Institute (SAHMRI), about her latest research paper titled "How Message Framing and Visual Cues Drive Health-Related Ad Effectiveness: Consumer Response to Social and Mass Media Promotion for Pregnancy Screening Programs.”  

Co-authored with Philippa Middleton, Maria Makrides, and Lucy Simmonds, the study explores how different message framing and visual cues in health-related advertising can impact consumer behavior, particularly in promoting omega-3 screening programs during pregnancy. Celine discusses the key findings and practical implications of the research, offering valuable insights for public health campaigns. Tune in to discover how strategic messaging can enhance the effectiveness of health promotions.

Listen to the podcast here:
https://www.buzzsprout.com/2250188 

Or watch on YouTube:
https://youtu.be/AVX7pPYxLmA

And read the full paper here:
https://www.journalofadvertisingresearch.com/content/64/1/18

To keep up to date on the latest JAR news sign up for our newsletter:
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Join us in our latest podcast as we delve into the fascinating world of charitable giving with Tongmao Li, a doctoral student from the University of Florida's Warrington College of Business. In our latest episode, we explore the impactful research titled "How Charitable Appeals Shape Donors' Donation Choices". This study uncovers the nuances of how positive and negative appeals influence donor behavior, providing actionable insights for enhancing the effectiveness of charitable campaigns.

This enlightening study is co-authored by Jihao Hu from the Chinese University of Hong Kong, Tongmao Li from the University of Florida, and Zhimin Zhou from Shenzhen University. Together, they have conducted comprehensive research that reveals how different types of appeals can either broaden or narrow donors' cognitive scope, ultimately shaping their preference for autonomy-oriented versus dependency-oriented donations.

Listen to the podcast here:
https://www.buzzsprout.com/2250188 

Or watch on YouTube:
https://youtu.be/OluBDooReQE

And read the full paper here:
https://www.journalofadvertisingresearch.com/content/early/2024/01/23/JAR-2024-002 

#Podcast #CharitableGiving #Research #MarketingInsights #HigherEducation #Philanthropy #NonProfitMarketing

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We are excited to announce our latest podcast episode featuring an in-depth discussion with Tyler Milfeld from Villanova University and Eric Haley from the University of Tennessee, Knoxville! These esteemed researchers have co-authored an intriguing study titled "Purpose Advertising and the Credibility Gap: How Consumers Respond to Established Versus Emergent Brand Activist Messaging."

In this episode Tyler and Eric share their groundbreaking findings and offer practical insights for brands looking to navigate the complex landscape of purpose-driven advertising. We learn more about:

• The impact of brand activism on consumer attitudes and purchase intentions.
• Differences in consumer responses to established activist brands (like Nike and Patagonia) versus emergent activist brands.
• The role of personal issue knowledge in moderating these effects.

Listen to the podcast: 
https://www.buzzsprout.com/2250188

Or watch it on on YouTube:
https://youtu.be/d7gdoMntYxk 

And read the full article here:
https://www.journalofadvertisingresearch.com/content/64/2/175

#Podcast #BrandActivism #MarketingResearch #PurposeAdvertising #ConsumerBehavior #BrandStrategy

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We are thrilled to announce our latest podcast episode featuring an insightful interview with Aaron Michelon! Aaron, along with co-authors Steven Bellman, Margaret Faulkner, Justin Cohen, and Johan Bruwer, recently had their research titled "Why Shorter Advertisement Breaks Reduce Radio Advertisement Avoidance” published in JAR. 

In This Episode:
- Discover how low-clutter radio stations with shorter advertisement breaks attract larger audiences.
- Learn why shorter advertisement breaks lead to more effective ad recall and reduced listener avoidance.
- Understand practical strategies for maximizing the impact of radio advertising in today’s competitive media landscape.

Don't miss this deep dive into the strategies that make radio advertising more impactful and less intrusive. 

Read the full article here: 
https://www.journalofadvertisingresearch.com/content/64/2/175

#Podcast #MarketingScience #RadioAdvertising #AdvertisingEffectiveness #LowClutterAds #AudienceEngagement

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Join us in our latest podcast episode as we explore the innovative use of virtual reality (VR) technology in prosocial advertising with Da Qian from East China University of Science and Technology. I had the privilege to interview Da Qian about his research featured in the Journal of Advertising Research, titled "Put Yourself in the Donee’s Shoes: The Effect of Virtual Reality on Charitable Donations.” The study is co-authored with Ou Li from Hangzhou Normal University, Zhigeng Pan from Nanjing University of Information Science and Technology, and Han Qiu from Hangzhou Normal University. Together, they investigate how VR can significantly enhance the effectiveness of charitable donations compared to traditional advertising methods.

In this episode, we discuss:
- The role of VR in creating immersive experiences that can increase empathy and existential guilt among potential donors.
- The study’s findings that VR advertising leads to higher donation rates and larger donation amounts.
- Practical implications for charities and marketers on how to leverage VR technology to boost their fundraising efforts.

Listen to the podcast: 
https://www.buzzsprout.com/2250188

Or watch it on on YouTube: 
https://youtu.be/E2LOEqrTYm0 

And read the full article here: 
https://www.journalofadvertisingresearch.com/content/64/2/229

#Podcast #Marketing #VirtualReality #CharitableDonations #AdvertisingResearch #Empathy

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Join us in our latest podcast episode as we delve into the intriguing world of sonic branding and the implicit effects of music on visual scenes in advertising. We had the privilege to interview Daniel Müllensiefen from the University of London, co-author of the groundbreaking study titled "Musical Manipulation of Visual Scenes in Video, Film, and TV Advertisements: A Large-Scale Investigation into The Implicit Effects of Sonic Branding.” The research is co-authored with Sebastian Silas from Hochschule für Musik, Theater und Medien and David John Baker from the University of Amsterdam. 

In this episode, we explore:

• The dual-framework theory used to interpret the interplay between explicit (conscious) and implicit (unconscious) information processing in advertising.
• The methodology and findings from their large-scale investigation into how music can bias emotional-semantic judgments of visual scenes.
• Practical implications for marketing practitioners on leveraging music to enhance the effectiveness of advertisements.

Whether you're a marketing professional, academic, or simply curious about the psychological impact of music in media, this episode is worth a listen. 

Read the full article here: 

https://www.journalofadvertisingresearch.com/content/64/2/192

#Podcast #Marketing #SonicBranding #Advertising #MusicPsychology #ImplicitTesting

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Join us in our latest podcast episode as we dive deep into the fascinating world of sponsorship-linked marketing with the expert, Jonathan A. Jensen, from the University of North Carolina at Chapel Hill. I had the privilege to interview Jonathan about his new research featured in the Journal of Advertising Research, titled "Searching for the Holy Grail of Sponsorship-Linked Marketing: A Comprehensive, Generalizable Sponsorship Retention Model."

In this episode, we explore:

• The challenges brand marketers face in predicting successful long-term sponsorship partnerships.
• Insights from an extensive dataset of over 5,800 sponsorships that investigate factors influencing sponsor retention.
• The managerial implications of Jonathan's predictive model, which has the potential to revolutionize how sponsorship investments are assessed and managed.

Read the full article here: 

https://www.journalofadvertisingresearch.com/content/64/2/135

#Podcast #Marketing #Sponsorship #PredictiveAnalytics #BrandManagement #AdvertisingResearch

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New JAR Podcast with Junwei (Jerry) Yu

We are excited to share that our latest podcast episode features Junwei (Jerry) Yu, co-author of the research article "The Effectiveness of Implied Explosion in Perfume Ads” that appears in the June 2024 issue of JAR. The article is co-authored with Olivier Droulers and Sophie Lacoste-Badie

Key Insights from the Article:

🔹 Implied Explosion Technique: The study explores how implied explosion in advertisements can convey scent intensity and persistence, enhancing consumer perception and purchase intention.

🔹 Global Applicability: Tested with participants from the USA, France, China, and the UK, the findings suggest that this technique is effective across different cultures.

🔹 Managerial Implications: Advertisers are encouraged to use implied explosion in simpler advertisement formats, integrating it through semantic cues like slogans and visual elements.
 
Read the full article here: 

https://www.journalofadvertisingresearch.com/content/64/2/154

#Marketing #Advertising #Podcast #PerfumeAds #ConsumerBehavior #SensoryMarketing #Research

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Explore the fascinating findings from the article "Why a Single Pro-Environmental Appeal Works to Promote Behavioral Change" by Matthew Pittman (University of Tennessee), Tyler Milfeld (Villanova University), and Kibum Youn (University of Tennessee), with Colin Campbell, Editor of the Journal of Advertising Research.

Join us as we delve into:

• The impact of single versus multiple green tips on brand attitudes among consumers with varying levels of environmental concern.
• Why a single green tip is more effective for consumers with low environmental concern.
• The role of perceived brand authenticity in shaping consumer responses to green advertising.

Through three comprehensive studies, the authors provide actionable insights on optimizing green message strategies to enhance brand perception and encourage sustainable behavior.

Don't miss this insightful discussion with these expert authors!

Read the full article here: 
https://www.journalofadvertisingresearch.com/content/early/2024/01/05/JAR-2024-001

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