Privacy Regulations Paradox
Regulations designed to protect consumers’ privacy can have unintended, negative consequences.
consumer attitudes
- Creative & Branded Content
- Article
Decoding Fusion Metaphors in Healthcare Advertising
Uncover the intricate dynamics of fusion metaphors in health advertising and their paradoxical effects on consumer attitudes. This article reveals how combining elements from diverse domains can alternately attract and mislead, shaping public perception in unforeseen ways.
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- Targets & Segments
- Article
Using Shelf Interaction Analysis to Enhance Retail Efficiency and Customer Engagement
Utilizing video tracking and shelf interaction analysis provides actionable insights for retailers looking to manage shopping efforts and enhance customer engagement in retail stores. This Marketing Science Institute (MSI) at the ARF working paper illustrates the benefits of strategic shelf reorganization and targeted promotions to improve shopping efficiency and sales conversion.
Member Only AccessWhich Language Should be Used in Ads for Hispanic Consumers?
Hispanic consumers in the US are diverse – culturally as well as regarding their preferred language and language skills. What are the implications for the language used in ads for Hispanic consumers? Read more »
How to Balance Consumer Response to “Skimpflation”
Rising costs are an important issue for businesses. Many wonder how they should respond and how customers will react if they say, reduce product quality. Such “skimpflation” can be harder for consumers to detect. However, this Marketing Science Institute (MSI) working paper finds that those who do realize it consider the practice deceptive and unfair. Consumers, it seems, prefer reduced product size (shrinkflation) or increased prices to skimpflation, with price increases the most popular/least unpopular of these options.
- Creative & Branded Content
- Article
Generative AI Can Make Ad Creative Better Than Humans Alone
Have we reached the John Henry moment in ad creative where the machine can outperform a human in creating visuals for ads? Not quite. Generative AI does have a place in creative, however. This Marketing Science Institute (MSI) working paper found that GenAI when trained on ads which were rated the most effective by consumers can create ad visuals and text that outperform the originals in KPIs related to the purchase funnel and brand associations. Yet, the human element has not been cut out just yet. In fact, it might be pivotal to the process. The human AI combo saved time and effort and created pleasing visuals while maintaining a brand’s distinctive positioning.
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- Creative & Branded Content
- Article
How Implied Explosions Boost Perfume Ads’ Appeal
This study investigates how the concept of “implied explosion” in advertisements can significantly enhance consumers' perception of a perfume's intensity and persistence, leading to higher purchase intentions. Discover how both visual and textual cues can be leveraged to create a more impactful consumer experience.
Member Only AccessNot All Boycotts are Equal
A Harvard Business Review paper points to a number of reasons why the Bud Light boycott was more effective than most. The researchers suggest steps companies can take to avoid such boycotts while emphasizing the unique circumstances of this particular situation.
- Past Event Highlights
- Article
SHOPPER 2024 -- COMPETING FOR TODAY’S SHOPPER: TOOLS, TECHNOLOGIES & TRENDS
At SHOPPER 2024, practitioners and academics shared research-based insights on retail media networks (RMN), AI, influencer marketing and live shopping. The industry’s leading experts revealed which tools, technologies and trends are shaping the ever-evolving shopper landscape and what brands need to know to stay ahead.
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- Past Event Highlights
- Article
A Peek Behind the Curtain at Out-of-Home Advertising
On April 4, industry experts explored where out-of-home (OOH) advertising stands today, its current capabilities and its potential in the future. Attendees heard data-backed insights on how OOH has changed in the past decade, where it fits in a multi-channel campaign or media plan, and brands’ objectives in using it.
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