Negative Consequences of Storytelling in Native Advertising

Native advertising and storytelling are both increasingly popular advertising strategies. This research explores the effectiveness of storytelling in a native advertising context on social media. While most research recommends the use of stories as a way to build trust and relationships with consumers, the current research suggests that in the form of native ads on social media, narratives may be less effective when compared to informational native ads. Two studies find that even when advertising cues such as disclosure labels and brand presence are prominently located, consumers are less likely to recognize the advertising nature of narrative native ads when compared to informational native ads. Lower levels of advertising recognition are associated with increased perceptions of manipulative intentions by the advertiser, which has a negative influence on consumers' attitudes toward the ad. The findings suggest that native ads that clearly communicate their advertising nature through cues such as an informational execution, high brand presence, and prominent disclosure labeling are more effective than a narrative execution style.     

The Impact of Competitiveness on Consumer Responses to Comparative Advertisements

We examine the impact of consumers' competitive tendencies on responses to comparative advertising appeals and the underlying role of schadenfreude: pleasure derived from the misfortunes of others. Consistent with our theory that the depiction of others' misfortunes is compatible with more-competitive consumers' concerns for distinguishing themselves via competition, our studies show that comparative ads are associated with greater schadenfreude, as well as more favorable attitudes and a greater willingness to pay (WTP), among more- (versus less-) competitive consumers. Further results indicate that such relatively more favorable responses among consumers with greater competitive tendencies are limited to comparative ads depicting misfortunes involving brands whose choice is more deserving of failure (i.e., lower-quality brands). Importantly, even less-competitive consumers are revealed to respond favorably to comparative ads and to experience more schadenfreude when they are assured that they will not suffer the depicted misfortune.     

The moderating effect of manipulative intent and cognitive resources on the evaluation of narrative ads

This research examines how salience of manipulative intent affects the evaluation of ads that are presented in a narrative or expository format. Study 1 shows that when manipulative intent is not salient, narrative ads are evaluated more positively than expository ads because they trigger a narrative processing style. When manipulative intent is salient, however, consumers regard the advertiser's tactics more suspiciously and adopt an analytical processing style to evaluate both narrative and expository ads. As a result, the relative advantage of narrative ads over expository ads disappears. A mediational analysis reveals that these effects are mediated by inferences of manipulative intent. Furthermore, Study 2 shows that cognitive load moderates these effects and that the negative impact of manipulative intent is significantly attenuated when cognitive load is high. Theoretical and managerial implications are discussed. © 2010 Wiley Periodicals, Inc.     

Recognizing Native Ads as Advertising: Attitudinal and Behavioral Consequences

This study assessed consumers' initial reactions to in‐feed native ads appearing as news content. In particular, it focuses on consumers' recognition of advertising when they realize that content they had thought were news stories had in fact been advertising. Recognition of advertising made consumers infer that advertisers had deliberately manipulated them. Consequently, consumers engaged less with the message, had less positive attitudes toward the brand, and were less likely to purchase and share. The results demonstrated the mechanisms through which the two mediators, manipulative intent and message engagement, lowered brand attitude, purchase intention, and sharing intention. In addition, ad disclosure made more people recognize the ad when they were exposed to it than when it was not disclosed as an ad.     

Misleading Consumers with Green Advertising? An Affect–Reason–Involvement Account of Greenwashing Effects in Environmental Advertising

Drawing from the affect–reason–involvement model, we examine how misleading advertising about the environmental features of products, or greenwashing, affects how consumers perceive ads and brands. Using data from two experimental studies with quota-based samples in the United States (N = 486) and Germany (N = 300), we compare nondeceptive claims with two types of claims often used in greenwashing: vague claims and false claims. We also identify the presence of pleasant nature-evoking images and test for interaction effects with two types of environmental involvement: environmental concern and environmental knowledge. Results indicate that while vague claims do not enhance consumers' perceived greenwashing regardless of their environmental knowledge or concern, false claims do, which consequently harms consumers' attitudes toward those ads and brands. In the United States, consumers' environmental knowledge moderates that effect, whereas all consumers in Germany could identify false claims as attempts at greenwashing. Moreover, associating greenwashing claims with nature-evoking images activates an affective persuasive mechanism that appeals to consumers' affinity for nature, which not only positively influences their evaluations of ads and brands but also influences their attitudes toward ads and brands more strongly than perceived greenwashing. In closing, we discuss the theoretical and practical implications of these findings.     

Green Demarketing in Advertisements: Comparing “Buy Green” and “Buy Less” Appeals in Product and Institutional Advertising Contexts

This research compares consumer response to traditional green advertising appeals to that of less conventional, “green demarketing” (GD) appeals—messages by for-profit companies encouraging reduced category consumption for the sake of the environment. Rather than encouraging greener consumption, modern environmentalism calls for decreased consumption overall, a trend reflected in recent advertising campaigns (e.g., Patagonia's “Don't Buy This Jacket”). Despite its potential impact and unconventionality, research on GD in general is sparse, and no empirical research has examined consumer response to GD appeals relative to traditional green appeals. In three experiments, we find that, in the context of product advertising, consumers' attitudes for green ads are more favorable than those for GD ads, mediated by greater inferences of genuine environmental concern. However, we find the reverse pattern in the context of institutional ads. Further, an “anti-consumption amplifier” message embedded in the ad—espousing the potential harm of overconsumption—further boosts favorable consumer attitudes for the GD institutional ad relative to its traditional green counterpart. Importantly, we assess all effects while controlling for consumers' individual levels of green consumerism, such that implications may be applied more generally rather than to a specific segment of green consumers.     

Metaphor as Visual Thinking in Advertising and Its Effects: Focus on Brand Familiarity and Product Involvement

One of advertisers' favorite communication techniques is the visual metaphor. In fact, metaphor usage perennially increases in ad images. This study, which looks at consumers with varying levels of brand familiarity and product involvement, investigates how their attitudes and purchase intentions of are influenced by the persuasive effects of visual metaphors in various advertising conditions. The findings reveal that consumers' attitudes and purchase intentions are enhanced more by visual metaphor-based ads than nonmetaphor-based ads when the advertised product is in a low-involvement product category. Nonmetaphorical ads are found to have a more positive influence with high-involvement products than do metaphorical ads. The results show a significant three-way interaction effect. When the advertised product is in a low-involvement product category, visual metaphors lead to favorable brand evaluations and higher purchase intentions in the ads for a low-familiarity brand. However, nonmetaphors are more persuasive than visual metaphors only for the low familiarity brand in a high-involvement product category. Theoretical and practical implications are addressed in the discussion.     

Disentangling the impact of temperature on consumers' attitudes toward nostalgic advertising

Although the effect of temperature on consumers is ubiquitous, little is known about how temperature affects consumers' attitudes toward nostalgic advertising. Drawing on embodied cognition theory, this study explores the effect of temperature on consumers' attitudes toward nostalgic advertising through the mediator of the affective system. Based on two experiments involving personal and historical nostalgic advertising, our results show that when exposed to comfortable temperature, consumers follow the “assimilative effect” of temperature; warm temperatures trigger more positive attitudes toward nostalgic advertising when compared with cool temperatures. However, when exposed to uncomfortable temperatures, consumers follow the “complementary effect” of temperatures; cold temperatures lead to more positive attitudes toward nostalgic advertising than hot temperatures. Furthermore, the affective system plays a mediating role between temperature and consumers' attitudes toward nostalgic advertising. This study contributes to the literature on temperature in marketing and provides a practical guide for companies to implement nostalgic advertising strategies.     

Factors affecting attitudes and behavioural intention towards social networking advertising: a case of Facebook users in South Korea

This study examined factors (e.g., ad values and social networking advertising characteristics) influencing consumers' attitudes and behavioural intention towards three types of social networking advertising (SNA) on Facebook – home page ad, social impression ad, and organic impression ad. Findings demonstrate that peer influence had the most significant impacts on attitude and behavioural intention across all types of SNA. The significant interaction term of invasiveness and privacy concern indicates that both attitude and behavioural intention were diminished, particularly when perceived invasiveness and privacy concern were high simultaneously. In addition, results suggest that attitudes towards the ad played a mediating role between SNA characteristics and behavioural intention. Lastly, among the types of SNA, consumers preferred organic impression ads that featured friends' names on their newsfeed more than paid ads located on the sidebar of their Facebook pages.     

Consumers' Responses to Implicit and Explicit Gay-Themed Advertising in Gay vs. Mainstream Media

ABSTRACT

Further study is needed to validate concerns over gay-themed ads appearing in mainstream media. This study investigates the effects of such ads by comparing them to the effects of gay-themed ads placed in gay media. The study delves into the differential effects of implicit and explicit visual messages. It also examines how consumers' attitudes toward homosexuality affect their purchase intention as well as advertising and brand evaluation. The study's findings suggest that implicit, rather than explicit, gay-themed ads lead to higher purchase intention and more favorable advertising and brand evaluation. The study results show that the type of advertising message (i.e., implicit or explicit gay-themed ads) moderates the relationship between gay-media and mainstream media. Finally, this study finds that a low level of tolerance toward homosexuality results in lower purchase intention as well as less favorable evaluations of both the advertising and brand. Managerial implications are also discussed.     

Exploring the role of memory for self‐selected ad experiences: Are some advertising media better liked than others?

Advertising media are associated with different degrees of self‐selected versus intrusive ad experiences. The role of such media differences in attitudes toward advertising was explored in a nationwide survey. The survey provides a national picture of attitudes toward specific ad media ranging from advertising media that deliver highly self‐selected ad experiences (catalogs and business classifieds) to highly intrusive ones (TV). A total of 2,514 adults were surveyed regarding their opinions about ads in (1) TV, (2) radio, (3) catalogs, (4) business classifieds, (5) out‐of‐home, or (6) advertising in general. Media that allow for self‐selected experiences, where perceived interest in an ad is the basis for attention to it, were evaluated much more favorably than more intrusive advertising media. Catalogs and business classifieds elicited the most favorable opinions; TV advertising elicited the least, and these media differences generally cut across demographic lines. Also, although more educated and affluent consumers generally held less favorable views of advertising, preliminary results suggested that this did not hold true for media that allow for self‐selected processing. An additional study suggested that memory for advertisements plays a significant role in the evaluation of a self‐selected ad medium (catalogs). That is, consumers' strongest memories are for those ads to which they paid the most attention, and consequently these engaging ads have a disproportionate influence on opinions toward the ad medium. © 2004 Wiley Periodicals, Inc.     

The games people play: How the entertainment value of online ads helps or harms persuasion

This research examines consumer reactions to online ads varying in levels of entertainment value. Results show that more favorable brand attitudes and more positive purchase intentions are formed when consumers are exposed to an ad that generates a high (game ad), rather than a low (banner ad) level of entertainment value. However, such effects are qualified by consumers' shopping goals. When consumers have access to their goals to seek specific product information, affect transfer is impaired, such that the advantage of entertaining ads dissipates. This research also documents moderating roles of individual differences in need for cognitive closure and Internet usage versatility. © 2011 Wiley Periodicals, Inc.     

Exploring the Interplay of Cognitive Style and Demographics in Consumers' Financial Knowledge

Despite substantial research and advances in consumers' financial knowledge, many Americans still lack basic financial skills. One overlooked research area is the relationships between consumers' cognitive style and subjective knowledge and objective knowledge, and how these relationships vary by demographics. Based on a nationwide study (n = 817), results indicate that consumers' perception of their subjective financial knowledge varies by cognitive style, with those consumers having an intuitive cognitive style, having a higher perception of their subjective financial knowledge than those who are more analytical. More nuanced results suggest that subjective knowledge is related to the interplay of cognitive style with demographics, whereas objective knowledge is not dependent on this interplay. These and other results illustrate that understanding nuances of financial knowledge is still of pressing importance to ensure consumer well‐being.     

An Experimental Analysis of the Effectiveness of Multi-Screen Advertising

Multiscreening refers to consumers' simultaneous usage of multiple screen-based devices. Prior research has shown that simultaneous multiscreening distracts consumers and hinders cognitive processing. In this paper, we evaluate whether and how simultaneous multiscreening can harm advertising effectiveness. Moreover, we test under which conditions an additional mobile advertising impression can moderate the effect of multiscreening on advertising effectiveness. We test the impact of multiscreening via different screen-based devices in two experiments. We find that multiscreening decreases advertising effectiveness and show that an additional mobile advertising impression of the same brand can attenuate the effect, but only when the additional mobile advertisement does not lead to high levels of distraction from the desktop advertisement.     

The interplay between consumer self-view,cognitive style,and creative visual metaphors in print advertising

This paper examines the use of an advertising rhetoric technique – visual metaphor, and its persuasion effects in light of consumers’ cultural and individual dispositional characteristics when processing visually relational information. Of particular interest are the culturally driven self-views and individuals’ cognitive thinking styles. An experimental study involving visual metaphor manipulations in the context of print advertising was conducted. Results showed that, visual metaphor techniques significantly enhanced the persuasion outcomes through consumers’ evaluation of the advertising message and the brand. Both consumers’ self-construal orientation and their analytic-holistic processing style, moderate the effects of visual metaphors in print ads for low-involvement products, but not for high-involvement products. Implications for academics and practitioners, as well as future research directions suggested through the current experiment, are discussed.     

The effect of media,product and message factors on ad persuasiveness: the role of affect and cognition

The effects of media, product and advertising strategy variables on consumers' thoughts and feelings are investigated. Both direct and indirect paths from the advertising variables to ad persuasiveness measures are also analysed with the indirect paths leading through affective and cognitive responses. Two hundred and forty television and magazine ads are analysed with respect to advertising variables, affect, cognition and ad persuasiveness. Results indicate that advertising variables are indirectly linked to ad persuasiveness with the indirect path occurring through affective and cognitive responses.     

Using food pictorial metaphor in the advertising of non-food brands: An exploratory investigation of consumer interpretation and affective response

Using visual metaphors in ads is one of the communication techniques that brands have adopted to grab consumers' attention. The phenomenon of using food pictorial metaphors in non-food brand ads has spread in recent years, and given food's sensory nature, using this cue for a non-food brand can affect the way in which consumers interpret such ads. This research seeks to understand whether and how consumers perceive and process such a rhetorical figure. An exploratory qualitative approach is taken in two studies by using semi-structured interviews to explore consumers' reactions to different types of ads with food visual metaphors. The results reveal the predominance of congruency as a key processing mechanism of the ad at three levels: (a) between the food pictorial metaphor and the brand product category, (b) between the food visual metaphor and the brand itself, and (c) between the visual metaphor and the headline. Moreover, the food appetizing dimension, ad creativity, aesthetic appreciation of the ad, and consumers' aesthetic sensitivity are all revealed to play major roles in attitudes toward the ad.     

When transparency pays off: Enticing sceptical consumers with two-sided advertising

It has been generally assumed that higher levels of scepticism towards advertising invariably lead to higher resistance to advertising appeals. The main purpose of the present research was to examine whether highly sceptical consumers' resistance can be overcome by appeals associated with higher credibility. We tested our hypotheses using message sidedness as an advertising variable that has been associated with higher (two-sided) versus lower (one-sided) credibility. In three experimental studies, we examined more versus less sceptical consumers' responses to two- versus one-sided appeals. We found that two-sided messages are more effective in increasing purchase intentions, through enhanced credibility, but only for consumers who are more sceptical of advertising. Less sceptical consumers trust both messages equally and their purchase intentions are not affected by the type of message. Importantly, we also showed that highly sceptical consumers trust two-sided appeals as much as their less sceptical counterparts. The study contributes to the literature on advertising and persuasion knowledge by showing that advertising scepticism does not elicit a single response tendency, as originally conceptualized. Rather, advertising scepticism is more consistent with the underpinnings of the Persuasion Knowledge Model, in that higher knowledge about persuasion tactics aids consumers to better cope with, and not invariably resist persuasion attempts. We conclude that transparency pays off because it may entice a more sceptical audience and, at the same time, it does not harm less sceptical consumers' trust and purchase intentions.     

Consumer Response to Coupon Advertising

Because coupon advertising has both the characteristics of advertising and sales promotion, it may have distinctive effects on consumers that cannot be explained solely by coupons or advertising. Past studies present contradicting results as to the consumers' response to coupon advertising. Our experiment shows that while the coupon may be an incentive for loyal consumers of competing brands, it may be a distractor for brand-loyal consumers in processing the coupon advertising. For multi-brand users, coupons do not appear to have any distinctive effects on processing the coupon advertising. An empirical investigation of an integrated consumer response model to coupon advertising indeed shows that there are various interactive effects between the coupon and the main advertisement. These results may provide guidelines for making targeting and promotion decisions, especially for an internationally well-known brand that is entering a new market where local or other international brands are already serving the customers.     

Attitudes toward ads portraying women in decorative roles and female competition: an evolutionary psychology perspective

The portrayal of women in advertising is a prolific research topic and extant studies have emphasized the negative attitudes of female consumers toward stereotypic depictions of women in advertising in general. However, empirical evidence regarding female consumers’ responses to specific ads depicting women in decorative roles is scarce and conflicting. Drawing on the principles of evolutionary psychology, the present paper proposes that women's attitudes toward such ads are underlied by the evolved context-sensitive mechanism of intrasexual competition. Relevant hypotheses are tested through two experimental studies. The findings indicate that decorative portrayals in advertising elicit more favorable attitudes when female consumers compete through a self-promotion strategy with regard to a competitor derogation one. Additionally, the temporal orientation of self-referencing during ad processing emerges as a moderator of the influence of the motivational state elicited by the medium context on attitudes.