consumer attitudes

Privacy Rules, Trust Gained: How Regulations Change Consumer Data Sharing

Privacy Rules, Trust Gained: How Regulations Change Consumer Data Sharing

  • ARF
  • ARF

Research in this Marketing Science Institute (MSI) working paper shows that privacy regulations can increase consumer willingness to share data. Using behavioral data from a popular U.S. shopping app and complementary evidence from the Consumer Expenditure Survey, the research finds that regulations in California and Virginia boosted both the volume and diversity of data sharing—especially among consumers who were initially more reluctant.

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Balancing Recall and Resistance: Rethinking YouTube Ad Strategies

Balancing Recall and Resistance: Rethinking YouTube Ad Strategies

  • ARF
  • JOURNAL OF ADVERTISING RESEARCH

Ever wonder about how consumers really respond to YouTube’s main ad formats—skippable ads, non-skippable ads and brand placements? This recent Journal of Advertising Research (JAR) study investigates. The findings show that while non-skippable ads boost brand recall, they also feel more intrusive. By contrast, brand placements and skippable ads create more positive brand attitudes. What’s more, when combined with placements, skippable ads can deliver recall levels on par with non-skippable formats.

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Designing Emotional Arcs for More Persuasive Advertising

Designing Emotional Arcs for More Persuasive Advertising

  • ARF
  • ARF

New research in this Marketing Science Institute (MSI) working paper uncovers how specific emotional sequences—not just individual emotions—make advertising and fundraising appeals more persuasive. Analyzing over 14,000 GoFundMe medical campaigns, the study shows that messages beginning with sadness and ending with caring are the most effective. These findings provide a fresh template for designing impactful advertising narratives.

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