Consumer Attitudes

Find the latest and most impactful research on consumer attitudes and behavior, including drivers and trends, here. All the research listed comes from the ARF or one of its subsidiaries: The Journal of Advertising Research (JAR), the Marketing Science Institute (MSI) or the Coalition for Innovative Media Measurement (CIMM). Feel free to bookmark this page, as it will be updated periodically.

Findings from the 2nd Annual ARF Privacy Study

The ARF conducted its second annual Privacy Study among 1,100 American consumers during the week of March 26th, 2019. The first study was conducted during the week of May 28th, 2018. Both surveys were conducted using a Qualtrics online sample and platform and were weighted to U.S. population estimates for age, gender, and region.  Read the article.

Findings from the 3rd Annual Privacy Study

ARF researchers surveyed 1,200 American consumers from April 24-27 of this year for their attitudes on privacy. There were several very interesting findings. For instance, while mobile use has steadily increased and PC use declined in the last two studies, this year’s survey finds a reversal in that trend. PC use is up, presumably, due to widespread stay-at-home orders.
Read the article.

JAR: Consumer Reactions to Animal and Human Models in Print Ads

Animals have been used in ads effectively for decades, yet little is known about their effects on consumer reactions along the purchase-decision process. New research shows evidence of animals’ influences on different stages of the decision-making journey, with women reacting more positively than men. But the outcomes changed when human models were included in the ads.

Read the JAR summary.

MSI: Disrupting Dual Systems — A Dynamic Decision-Making Framework for Human Behavior

Argues that Dual Process Theory (DPT) misrepresents the complex and adaptive nature of decision-making process. The simplification of distinct System 1 (automatic) and System 2 (reflective) processes can mislead those who seek to change existing or create new behaviors. In most cases, consumer preferences are constructed based on the information available in a specific decision context.

Read the Working Paper.

JAR: Managerial-Consumer Eco-Harmful Media Perceptions and Eco-Conscious Attitudes

Consumers’ concern for the environment is increasing, along with their knowledge and skills related to buying eco-friendly products. But, this study found, marketing managers, driven by their own perceptions about consumer attitudes, tend to mis-estimate consumers, and make wrong choices on messaging and media channels that convey the message. Factors such as goodness, irritation and trustworthiness should be taken into consideration in the media-selection process.

Read the JAR summary.

JAR: How Do Generational Differences Drive Response to Social-Issue Ads?

This study looks at how generational differences drive consumers’ response to CSR ads. Researchers drew from generational cohort theory, which suggests that each generation (millennials vs. Gen X vs baby boomers) may process advertising messages differently based on their unique needs and motives. Their work provides insights into segmentation and targeting.

Read the JAR summary.

KAH: 2nd Annual ARF Privacy Study

Several data breaches grabbed headlines in 2019. This year has been one of the worst for such breaches, according to Risk Based Security—a cyber security analysis firm. Over 3,000 breaches were reported through the end of June, exposing 4.1 billion records. Even though the vast majority of such breaches had a low to moderate severity score, anxiety-inducing headlines may have affected Americans view on privacy. Read More.

KaH: Brand Safety

Advertising has always been part of the cultural zeitgeist. But today, brands must always be aware of social issues. This is due to the breakneck speed at which social media and online platforms move. The cost of ignorance can be swift and severe. Negative brand adjacency doesn’t just damage a brand’s reputation. It can have a direct impact on its bottom line as well.  Read More.

JAR: How Do Human Attitudes and Values Predict Online Marketing Responsiveness?

Segmentation by attitudes and values is essential for understanding differences among consumers, but which segment base can help marketers accurately predict online shopping behaviors? This study used data from a German online apparel retailer to create a model that showed much more differentiated click-through behaviors resulting from segmenting by fashion and online-shopping attitudes, than by value-based segmentation.

Read the JAR summary.

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