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.

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.

KaH: Native Advertising — The What, Why and How

Today, platforms such as PC’s and smartphones make it possible to reach consumers with print, audio, and video messages in new ways. So, how do we define the ad forms usually referred to as “native,” and what are the best practices? This Knowledge at Hand on native advertising explores answers to these questions and offers a recommendation for marketers going forward.
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JAR: Single versus Multiple Measurement of Attitudes

For years, when assessing outcomes from ad-effectiveness surveys, researchers have debated the validity of multiple measures of attitudes (preferred by academics) vs. single-item measures (preferred by practitioners). In the current era of decreasing survey response rates and respondents’ attention spans, this study claims to bring good news for advertising research, by validating the simpler, less costly single-item measurement approach.

Read the JAR summary.

KaH: Television Advertising Wearout

TV advertising wearout has bedeviled marketers for decades. At what point does a TV ad lose its potency? Or the reverse – how much media weight is needed before a TV ad starts to wear in and impact the business? Does it vary by category? No matter the outcome, it’s key to remember is that while individual commercials may fade, a strong advertising strategy rarely loses its luster.  Read More.

KaH: When Brands Go Dark

The decision to scale back or eliminate the advertising budget is never easy for marketers and to “go dark” can have various causes, from a broad economic recession to narrower industry or company-specific revenue or growth challenges. Whatever the cause, “going dark” has both short- and long-term implications. Read More.

MSI: The 4 Minds of the Customer — A Framework for Understanding and Applying the Science of Decision Making

Scientists have spent decades creating powerful and detailed descriptions of how people make decisions. Unfortunately, many make contradictory predictions, and are difficult to understand and implement. Ryan Hamilton (Emory University) has developed a practical tool for understanding and applying the science of decision making. The “4 Minds” framework can help marketers identify which area of decision-making science is most likely to apply to their firm, market, and customers. He discusses four customer mindsets (Ideal Point, Market Comparison, Local Comparison, and Image), how each lead to very different customer outcomes and behaviors and how the 4 Minds framework can be applied in segmentation, targeting, positioning, and persuasion in B2C and B2B contexts.

Read the Working Paper.