Sonic Branding, ASMR Engagement, and Who Wins in Activist Messaging?
February 13 @ 12:00 PM – 1:00 PM EDT
Now in its 64th year, the ARF’s flagship Journal of Advertising Research publishes empirical, cutting-edge research by academics and practitioners worldwide on advertising effectiveness, AI, brand marketing, immersive technologies, social media, consumer psychology, and more. Its mission: to bridge the gap between theory and practice under a rigorous peer-reviewed process independent of the ARF. This Insights Studio showcases recent work as follows:
12 – 12:05 pm
Introduction
Paul Donato, Chief Research Officer, ARF
Nanette Burns, Managing Editor, Journal of Advertising Research/ARF
12:05 – 12:17
Musical Manipulation of Visual Scenes in Video, Film and TV Advertisements: A Large-Scale Investigation into the Implicit Effects of Sonic Branding
How do music and audio effects manipulate perceptions of visuals in video, film and TV ads? Learn how audio-visual combinations can be systematically explored across both explicit and implicit modes of participant testing for advertising and brand research. This article is currently in production, scheduled for publication in June.
Daniel Müllensiefen, Professor of Psychology, Goldsmiths, University of London
Sebastian Silas, PhD Researcher, Hanover University of Music, Drama and Media
12:18 – 12:31
How Brand Managers Can Maximize Engagement with ASMR YouTube Content: Influencers Who Give You ‘the Tingles’ through Autonomous Sensory Meridian Response Cues
Autonomous sensory meridian response (ASMR) influencers who are highly visible and/or terrific at building emotional connections can make great partners for brands. Plus: eight ASMR genres that brand managers can use to determine effective collaborations. This article is in the current December issue of JAR.
Victoria Broadbridge, Senior Teaching Fellow, University of Portsmouth, U.K.
Giandomenico Di Domenico, Assistant Professor in Marketing, Cardiff University, U.K.
12:32 – 12:45
Purpose Advertising and the Credibility Gap: How Consumers Respond to Established versus Emergent Brand Activist Messaging
Does brand activism—taking a stand on a sociopolitical issue—influence attitudes and purchase intentions, and if so, how? This work, available online now and scheduled for the March Special Issue on Prosocial Advertising Messages, identifies a “credibility” gap between established and emergent activist brands.
Eric Haley, the DeForrest Jackson Professor, University of Tennessee, Knoxville, Tombras School of Advertising and Public Relations
Tyler Milfeld, the Michelle and Sean Traynor ’91 Assistant Professor of Marketing, Villanova University
12:45 – 1 pm
Q&A
Paul Donato will lead an expanded panel, drawing from his and the audience’s questions.
Joining the Q&A on ASMR engagement:
Federico Mangiò, Postdoctoral Research Fellow in Marketing, University of Bergamo, Italy