Digital Commons Network^™

Nostalgia Marketing: An Integrative Framework, Yasamin Mehdian Rad

University Honors Theses

Nostalgia is a longstanding yet evolving concept in marketing, employed to evoke sentimental longing for the past. It is a complex emotion that can invoke warmth, happiness, sadness, and melancholy, and can be directed towards both personal memories and imaginative pasts—times and places that one has never experienced. This dual nature of nostalgia, categorized into personal and imaginative nostalgia, offers a powerful emotional appeal that marketers leverage to influence consumer behavior. Since the 1950s, the use of nostalgia in marketing has increased significantly, allowing brands to forge deep emotional connections with consumers. Despite its prevalent use, research on nostalgia's impact …

Honesty In Marketing Communications: The Role Of Humor, Can Trinh

Atlantic Marketing Journal

Amid the crisis of trust in the marketplace, there have been increasing calls for advertisers to show more honesty in marketing communications. However, firms are still hesitant to follow suit out of concerns that more honesty may mean more losses than gains. Against such background, there is still scant empirical evidence about the effect of honest marketing communications on marketing outcomes to help provide practical guidance for marketers. The present research helps fill this crucial gap by examining the role of humor in honest marketing communications. Three studies in this research reveal novel insights that an interrelationship exists between humor …

The Impact Of “Humorous” Ads Featuring Social Media Influencers On Perceptions Of The Influencer, Brand, And Purchase Intention, Jason L. Snyder, Robert Forbus

Atlantic Marketing Journal

The present study explored the use of humor in social media ads that featured both a product being advertised and a social media influencer (SMI). Using extant literature and the theory of planned behavior as guides, the goal of the study was to explore the role of perceived humorousness on consumer perceptions of the SMI, the ad, the brand, and consumer purchase intentions. The experiment (N = 292) exposed self-identified males living in the U.S. between the ages of 18 and 40 to one of two versions of an ad for a men’s grooming product. The ads were run …

Conflicted Positioning: Product Positioning When Market Segments Have Conflicting Risk Goals, Richard Flight

Association of Marketing Theory and Practice Proceedings 2024

ABSTRACT

In some product and service categories concern for physical risk as a result of the product or service rendered is an inherent barrier to purchase. Meanwhile, the same perceived danger attracts thrill seekers who want (or need) a sense of adventure. In this exploratory research, the question of motive for and emotions associated with learning how to fly a plane are explored. When prompted risk is cited oftentimes as both a deterrent to engage in the activity and a motive to pursue it. This presents product and brand managers with the question of how to simultaneously assuage risk-related fear …

A Review Of The Business Capstone: Working With An Education Program, Hanna Tran

University Honors Theses

This review thesis walks through the business capstone process which is a hands-on experience with a local business client. The business client, Company A, is an arts and education program that has reached out to the School of Business's capstone class to help them improve their reach to potential customers and find alternative funding other than student tuition and donations. To achieve these goals, our group conducted several analyses and thorough research combined with our existing business education. Our findings and final recommendations are shown in presentations and a final report that the business client can utilize for their future …

Misleading Markets: Consumer Protection In The Age Of Climate Washing, Ciara Peacock

West Virginia Law Review

No abstract provided.

The Role Of Storytelling In Advertising Design To Enhance The Brand, Eman Gibrel Ahmed Mohamed, Nagwa Yehia El Adawy, Samar Hany Abu Donia

Journal of Art, Design and Music

Storytelling has been a part of human civilization for thousands of years. It is used to send messages and share knowledge. Storytelling is a powerful communication tool that differentiates brands from others. It brings brands to life and gives them personality. As social media has become a vital part of individual's daily life, it provides companies with the ability to promote their products and services. Video advertisements are a type of visual storytelling that can attract and engage recipients. The aim of this research is to clarify the concept of storytelling, the structure and tools that storytellers use to create …

Experiencing High Loneliness Increases Evaluation Of Products In Social Media Ads, Youjung Jun, Taehyeon Eom

Asia Marketing Journal

This research investigates how loneliness affects people’s preferences for products that appear in social media ads. Four studies examine the impact of loneliness that is both measured in an established scale and situationally induced via a recall task. Individuals who experience higher levels of loneliness evaluate the same products more highly when they are advertised in a social (i.e., Instagram) compared to non-social (i.e., brand website) media platform. This effect occurs because loneliness increases people’s attention to others’ social evaluation of a product, and social media ads provide this information via social cues such as “likes” embedded in the ads. …

Complex Interplay Of R&D, Advertising And Exports In Usa Manufacturing Firms, Jooh Lee, He-Boong Kwon, Iran Brennan

Rohrer College of Business Faculty Scholarship

This study aims to explore the dynamic interplay of key resources (i.e. research and development (R&D), advertising and exports) in affecting the performance of USA manufacturing firms. Specifically, the authors examine the dynamic impact of joint resources and predict differential effect scales contingent on firm capabilities. This study finds that the impact of joint resources and synergistic rents is not uniform but rather distinctive according to the combinatory conditions and that the pattern is further shaped by firm capabilities. Accordingly, besides signifying the contingent aspect of capabilities across a range of resource combinations, the result also shows that managerial sophistication …

Target(Ed) Advertising, Derek E. Bambauer

UF Law Faculty Publications

Targeted advertising—using data about consumers to customize the ads they receive—is deeply controversial. It also creates a regulatory quandary. Targeted ads generate more money than untargeted ones for apps and online platforms. Apps and platforms depend on this revenue stream to offer free services to users, if not for their financial viability altogether. However, targeted advertising also generates significant privacy risks and consumer resentment. Despite sustained attention to this issue, neither legal scholars nor policymakers have crafted interventions that address both concerns, and existing regulatory regimes for targeted advertising have critical gaps.

This Article makes three key contributions to the …

Objectification And Meaning Transference: Does Showing More Skin Mean Less Perceived Agency For Brands?, Zachariah Schlichting

CMC Senior Theses

The purpose of this study is to explore the effects of sexual imagery in advertisements on consumers’ perceptions of brand competence and agency. The effect of a brand’s expected agency was also manipulated between two groups, high expected agency (e.g., tech companies) vs low expected agency (e.g., alcohol companies). 167 participants (M=22.48, 54% women) were recruited through Sona Systems and social media to partake in an online survey conducted through Qualtrics. Participants were randomly assigned to one of four experimental groups and shown seven fictional advertisements; four target advertisements and three deception advertisements. They were then asked to rate their …

Peer Mentoring Program For Psychology Major Students: A Promising Prospect, Nadia Calderon

Honors Program Theses and Projects

Many first-year and second-year undergraduate students face challenges and abundance of college resources they may not know how to use. Learning about campus resources and dealing with these challenges could help students thrive academically and personally in the college environment. We gathered survey data from 87 students from seven sections of the Bridgewater State University Orientation to the Psychology Major (OPM) course. In one of these sections, we implemented a Peer Mentoring Program (PMP). We also hosted psychology-focused events in which 48 psychology major students attended and filled out feedback questionnaires. In this study we aimed to analyze the effectiveness …

Portrayals Of Gender And Race In Instagram Advertising: An Exploratory Content Analysis, Taylor Moore

Honors College Theses

Race and gender stereotyping is a longstanding problem in the world of advertising. This research utilized content and statistical analysis to answer three questions regarding race and gender stereotyping in Instagram advertising: (1) what portrayals are being shown? (2) how are these portrayals being shown? And (3) are diverse advertisements reinforcing or challenging stereotypes? Tweny advertisements were chosen off Instagram to analyze. Through an analysis of literature on the topic, a code book defining race, person of color, sex, gender, and gender expression was created. Using these variables and classifying the ads as a stereotype/counterstereotype/neutral, allowed for the creation of …

New Approaches For Teaching Advertising: Looking Through The Lens Of Social Justice To Affect Career Behaviors And Choices, Pamela K. Morris, Minjin (Mj) Rheu

Jesuit Higher Education: A Journal

This exploratory study reviewed how a way of teaching advertising and strategic communication through the lens of social justice and as an active agent to impact society influenced student perspectives. Weaving together engaged scholarship and engagement of hope as a framework for investigation, an introductory advertising course was designed to incorporate social justice, diversity, equity, and inclusion (DEI). Students were interviewed about their learnings, feelings, and career hopes and choices. Assignments and year end reflections were also examined for ideas of social justice and pedagogical approaches. Findings indicate students are knowledgeable of the power and influence of advertising and are …

The Nightmare Of Dream Advertising, Dustin Marlan

William & Mary Law Review

Advertisers are attempting to market to us while we dream. This is not science fiction, but rather a troubling new reality. Using a technique dubbed “targeted dream incubation” (TDI), companies have begun inserting commercial messages into people’s dreams. Roughly, TDI works by: (1) creating an association during waking life using sensory cues (for example, a pairing of sounds, visuals, or scents); and (2) as the subject is drifting off to sleep, the association is again introduced with the goal of triggering related dreams with related subject matter. Based on a 2021 American Marketing Association survey, 77 percent of 400 companies …

Stimulating Decision-Making Through Design And Advertising, Dardan Luta

UBT International Conference

The improvement of technology has made it possible for the masses to have easy access to graphic software, therefore even the products/advertisements of a category become very similar to each other and the design becomes a decisive element that makes this difference. To differentiate between products, each brand tries to create its own visual language and aims to give a message to the consumer about its identity.

Since advertising is such an important aspect of a brand, can consumer perceptions be stimulated or manipulated through graphic design? We will focus in the advertisements that companies in Kosovo have used for …

Dietary Inflammatory Index During Pregnancy And Changes Over Time: Associations With Post-Partum Sleep Duration And Quality And Depressive Symptoms., Nowrin Tamanna

Theses and Dissertations

STUDY OBJECTIVES: Sleep and mental health are two important factors for a new mother, as adequate sleep and a healthy mind help her prioritize self-care, seek support when needed, and create a nurturing environment for both her and her baby. Among various plausible theories exploring the etiology of sleep disturbances and depression, the concept of inflammation is gaining attention. This study examined the hypothesis that more pro-inflammatory diets during pregnancy are associated with a decrease in sleep quality and duration, abnormal sleep timing and higher Edinburg Postnatal depression score (EPDS) scores 6 months and 12 months post-partum.

METHODS: A secondary …

The Real Cost: Targeted Advertising And Health Outcomes With Nicotine Vaping, Lance Daley

D.U.Quark

Vaping has become a highly popular form of using nicotine in the last decade and is thought to be a less harmful alternative to smoking combustible cigarettes. As popularity continues to increase, especially among teens and young adults, there is still very little information regarding the long-term health effects of vaping. This review will analyze vaping’s fast rise to prominence, negative physiological effects, as well as targeted flavoring and advertising towards youth. Although data is limited, nicotine vaping has been associated with many acute health problems, including increased blood pressure, increased arterial stiffness, and excess free radical production, all of …

Generating Clicks: Display Advertising Within Social Media, Ronda Mariani, Thomas Tanner, Loreen Powell

Atlantic Marketing Journal

This research study developed a comprehensive social community prototype and tested a variety of display advertising scenarios to determine which scenario motivated social media users to click. Empirical research based upon 503 users of social media led to the development of several independent variables, which were identified in the study as display advertising scenarios. The display advertising scenarios tested in the study were video, animation, engagement, and brand familiarity, as well as the size and location of the display advertising within each social media prototype web page. Data collected identified which display advertisement scenarios motivated a social media user to …

More Voices Persuade: The Attentional Benefits Of Voice Numerosity, Hannah H. Chang, Anirban Mukherjee, Amitava Chattopadhyay

Research Collection Lee Kong Chian School Of Business

The authors posit that in an initial exposure to a broadcast video, hearing different voices narrate (in succession) a persuasive message encourages consumers’ attention and processing of the message, thereby facilitating persuasion; this is referred to as “the voice numerosity effect.” Across four studies (plus validation and replication studies)—including two large-scale, real-world datasets (with more than 11,000 crowdfunding videos and over 3.6 million customer transactions, and more than 1,600 video ads) and two controlled experiments (with over 1,800 participants)—the results provide support for the hypothesized effect. The effect (1) has consequential, economic implications in a real-world marketplace, (2) is more …

How Do Digital Advertising Auctions Impact Product Prices?, Alessandro Bonatti, Dirk Bergemann, Nicholas Wu

Cowles Foundation Discussion Papers

We ask how the advertising mechanisms of digital platforms impact product prices. We present a model that integrates three fundamental features of digital advertising markets: (i) advertisers can reach customers on and off-platform, (ii) additional data enhances the value of matching advertisers and consumers, and (iii) bidding follows auction-like mechanisms. We compare data-augmented auctions, which leverage the platform’s data advantage to improve match quality, with managed campaign mechanisms, where advertisers’ budgets are transformed into personalized matches and prices through auto-bidding algorithms. In data-augmented second-price auctions, advertisers increase off-platform product prices to boost their competitiveness on-platform. This leads to socially efficient …

How Do Digital Advertising Auctions Impact Product Prices?, Dirk Bergemann, Alessandro Bonatti, Nick Wu

Cowles Foundation Discussion Papers

We ask how the advertising mechanisms of digital platforms impact product prices. We present a model that integrates three fundamental features of digital advertising markets: (i) advertisers can reach customers on and off-platform, (ii) additional data enhances the value of matching advertisers and consumers, and (iii) bidding follows auction-like mechanisms. We compare data-augmented auctions, which leverage the platform’s data advantage to improve match quality, with managed campaign mechanisms, where advertisers’ budgets are transformed into personalized matches and prices through auto-bidding algorithms. In data-augmented second-price auctions, advertisers increase off-platform product prices to boost their competitiveness on-platform. This leads to socially efficient …

Media Literacy And Covid-19 Communication: Work And Home Sphere Differences, Donnalyn Pompper, Tugce Ertem-Eray

Journal of Media Literacy Education

As a learning process wherein we ask questions to enhance knowledge, media literacy offers a powerful lens for examining how people practice communication across diverse applied contexts such as professional communicators shaping messages about COVID-19. Borrowing a page from Renee Hobbs’ (1998, 1999, 2010, 2011, 2021) media literacy education research, we sought to compare/contrast media content creators’ (journalism, advertising, public relations, marketing communication) information-seeking behaviors during the 2020-2022 COVID-19 pandemic for both their paid work and unpaid volunteer work, as well as for their own and family edification. Blending the media literacy lens with social construction theory (Berger & Luckmann, …

Smoke Shows: The Sexualization Of American Women In 20th Century Cigarette Advertising, Kellan Jenner

Voces Novae

No abstract provided.

Ad Natural: A Campaign Advocating For Representation Of Diverse Female Body Types In Advertising Practices, Stacey Horton

University Honors Theses

In this paper, I discuss the conceptualization, research, and execution of my awareness campaign, Ad Natural, in which I explore the best methods for promoting representation of diverse body types among women in advertisements. Through studying the history of women in advertising, the conduction of an anonymous survey, and competitor analysis I am able to determine where there is room for growth in advocating for this cause and integrate the solutions into the campaign. The end result consists of a full brand identity across a website, advertisement series, and merchandise with consistent messaging and imagery meant to empower the desired …

The Impact Of The "Whistle-To-Whistle" Ban On The Frequency And Placement Of Gambling Advertising On Uk Television, Ellen Mcgrane, Elizabeth Goyder, Rob Pryce, Matt Field

International Conference on Gambling & Risk Taking

Abstract

Introduction:

There are currently no legally enforced restrictions on the broadcast time of gambling advertising on UK television. In August 2019, the Industry Group for Responsible Gambling (IGRG) introduced a voluntary policy which limited advertising around live sports, creating a “safe” window of 5 minutes either side of a match, known as the “Whistle-to-Whistle” period. This policy intended to protect young and vulnerable people from the widespread exposure to gambling adverts on television during pre-watershed (9pm) live sports games.

Methods:

This study will employ panel data statistical models to explore the change in pre-watershed gambling advertising around live sports, …

The Effect Of Television Advertising On Gambling Behaviour: A Quasi-Experimental Study During The 2022 Qatar Fifa World Cup, Ellen Mcgrane, Rob Pryce, Matt Field, Elizabeth Goyder, Luke Wilson

International Conference on Gambling & Risk Taking

Abstract

Introduction:

The pervasiveness of gambling advertising and its relationship with football have been identified as areas of concern in the UK. Following the liberalisation of advertising laws in the 2005 Gambling Act, there has been increasing recognition of its public health impact. To date, there is a lack of evidence of the impact of advertising on behaviour in “real-world” settings.

Methods:

This study employs a natural experiment measuring the impact of television gambling advertising on the frequency of impulsive football bets placed during the World Cup. Longitudinal betting data collected from a sample of men (aged 18-45) will be …

Promoting Responsible Gambling Through Creative Advertising: Developing An Intervention Effectiveness Scale, Marla B. Royne Stafford, Jonathan Ross Gilbert, Leonard Hostetter

International Conference on Gambling & Risk Taking

Abstract

Although somewhat controversially grounded, the notion of responsible gambling (RG) subsumes some level of consumer protection (harm-minimization) through restriction of a gambler’s expenditure of time and money to affordable limits (Breen et al., 2005). With RG believed to protect industry interests, Livingstone and Rintoul (2020) argue for a new discourse. We believe creative advertising messaging as a means of preventing and minimizing harm can influence RG. Hence, understanding what makes an effective RG advertising message and determining criteria to assess that effectiveness are critical. Advertising effectiveness includes attention, recall, and behavioral intentions. This presentation focuses on the pressing need …

Asking For It: Gendered Dimensions Of Surveillance Capitalism, Jessica Rizzo

Emancipations: A Journal of Critical Social Analysis

Advertising and privacy were once seen as mutually antagonistic. In the 1950s and 1960s, Americans went to court to fight for their right to be free from the invasion of privacy presented by unwanted advertising, but a strange realignment took place in the 1970s. Radical feminists were among those who were extremely concerned about the collection and computerization of personal data—they worried about private enterprise getting a hold of that data and using it to target women—but liberal feminists went in a different direction, making friends with advertising because they saw it as strategically valuable.

Liberal feminists argued that in …

The Change In Representation Of Women In Perfume Advertisements With Respect To Power, Rasika More

Electronic Theses and Dissertations

Gender portrayals in advertising have been examined extensively in the last six decades and remain an important topic. Certain brands have taken the initiative of destabilizing patriarchal norms entrenched in society by supporting modern trends and initiatives through various brand/product campaigns and advertisements that support the fluidity in power and representation. The present study navigates the changes in the representation of women in perfume advertisements that have taken place in the advertising world in the past two decades to see if women are shown to possess a sense of power with their head held high and strong posture, compared to …