December 2024 (Vol. 64, Issue 4)
Editor’s Desk
Get Involved in the New JAR
In 2025, the Journal of Advertising Research (JAR) will transition to a new publisher, Taylor & Francis. Editor-in-Chief Colin Campbell in this editor’s note, extended heartfelt thanks to the outgoing editorial team for their dedication and contributions over the past decade. He also expressed gratitude to the new team at Taylor & Francis for their partnership during the transition. Campbell encourages readers to get involved with JAR by submitting research, participating in webinars, joining as ad hoc reviewers, or even becoming part of the Editorial Review Board or an associate editor. This involvement is crucial for shaping the future of advertising research and ensuring JAR remains a leading publication in the field.
The Best Use of Offensive Slurs in Prosocial Advertising
This study investigates the use of offensive LGBTQIA-phobic and sexist slurs in social marketing advertisements and their effects on reshaping intolerant attitudes and behaviors. Through four experimental studies and two field studies, the research demonstrates that the presence of offensive slurs in ads can provoke shock reactions, leading to higher cognitive elaboration on the target topic. These effects are moderated by social norms and have spillover effects on the intention to change behavior and the perceived helpfulness of the advertisement. The findings suggest that offensive advertisements can be powerful communication tools for creating more poignant prosocial messages, but they should be used cautiously and only by brands perceived as having the legitimacy to adopt such provocative stands.
The Impact of Containing Language on Price Perception
This study investigates how using “containing language”—short exclamatory phrases like “That’s it” or “Period”—can reduce perceived price complexity and increase perceived offer fairness. Through five experiments, including a large-scale field experiment, the authors demonstrate that such language can significantly enhance consumer responses by signaling that the advertised price is complete and without hidden components. This effect is particularly strong in situations where consumers seek to relieve cognitive load, such as during mobile purchases. The findings offer a novel approach for marketers to communicate prices more responsibly and effectively.
How High-Integrity Brands Can Reduce Perceived Bragging about Charitable Donations
This study examines how brands can increase the likelihood of a positive reaction to cause-related marketing initiatives, while mitigating the perception of bragging. It finds that attributing charitable donations to customers, rather than the brand itself, can reduce the perception of bragging, but this effect only holds for brands perceived as having high integrity. By highlighting customers’ contributions, high-integrity brands can foster trust and increase future donation intentions, thereby enhancing the effectiveness of their cause-related marketing efforts.
Digital Accessibility in Social Media: Challenges for Vulnerable Consumers
This study examines the digital accessibility of social media platforms, highlighting significant challenges faced by blind and/or deaf consumers due to missing or inaccurate accessibility features like alt text and closed captioning. The research reveals that a vast majority of social media posts lack proper accessibility, leading to lost opportunities for both consumers and brands. Interviews and focus groups with affected individuals underscore the need for proactive interventions and public policy to enhance digital accessibility, ensuring that vulnerable consumers can engage with social media content effectively.
Effectiveness of Offline vs. Online Promotional Media on Consumer Behavior
This study investigates the impact of offline versus online promotional media on consumer behavior, specifically focusing on coupon redemption. Through field and lab experiments, the researchers found that offline media, such as printed coupons, are more effective in inducing consumer behavioral responses compared to online media. This effect is mediated by higher cognitive engagement with the content, which is more pronounced among consumers with low brand attachment. The findings suggest that offline promotional media can enhance consumer engagement and behavior, providing valuable insights for marketers to balance their reliance on digital promotions.
The Impact of Influencer Follower Size on Brand Responses
This study investigates how the size of an influencer’s following affects brand responses, focusing on cognitive, affective and behavioral outcomes. The research examines real followers of influencers on YouTube, comparing micro-influencers (less than 100,000 followers), macro-influencers (between 100,000 and one million followers), and mega-influencers (more than one million followers). Key findings include that influencer marketing from micro-influencers is associated with higher brand awareness, more positive brand attitudes, and greater purchase intentions compared to larger influencers. Micro-influencers are perceived as more credible and similar to their audience, which enhances their persuasiveness. The study highlights the importance of choosing the right influencer size for marketing campaigns to maximize effectiveness.
Optimizing Product Placement in Mobile Food Delivery Marketing
This study investigates the impact of the Gestalt effect on consumer purchasing preferences within mobile food delivery services. By employing the event-related potentials (ERP) technique derived from electroencephalogram (EEG) methodology, the research analyzes consumers’ neural activities in response to different visual element placements in advertisements. The findings reveal that product placement in a Gestalt format enhances processing fluency, leading to more positive evaluations and attitudes toward the products. This study provides valuable insights into optimizing product placement design to improve user experience and boost sales in mobile food delivery marketing.