consumer behavior

Advertising Effectiveness: Performance Measurement in the New World of Privacy and Tools

  • Posted: October 13, 2023

On July 26, measurement practitioners discussed how to adapt to this new era of privacy with tools for measuring ad performance effectiveness. Panelists explored new considerations for existing methods, such as marketing mix modeling (MMMs) and multi-touch attribution (MTAs), and discussed the pros and cons of various privacy enhancing technologies (PETs), including multi-party computation, clean rooms, and more.

Done Right, Vulnerability Appeals Do Drive Purchase Intent

Done Right, Vulnerability Appeals Do Drive Purchase Intent

  • JOURNAL OF ADVERTISING RESEARCH

During the COVID-19 pandemic, the vulnerability appeal became prevalent among for-profit companies in distress and seeking ways to sustain their business. Facing the threat of shutting down, they shifted their messaging to asking customers to help them stay afloat by buying their products. New research explains the success behind these novel types of appeals.

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Different Environmental Advertising Appeals Resonate with Young Men vs. Women

Different Environmental Advertising Appeals Resonate with Young Men vs. Women

  • JOURNAL OF ADVERTISING RESEARCH

Previous research shows men under 30 care the least about the environment and taking steps to protect it, and are averse to traditionally feminine behaviors, which environmental appeals usually angle toward. A new study compares young men and women’s responses to a “take care of your planet” messages perceived as feminine, with other appeals emphasizing physical activity or “sweating” for the environment, seen as more masculine. Although “caring” is less effective, a gender-neutral-themed message resonates more broadly.

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Too Many TV Choices?

  • Posted: September 20, 2023

“Choice Paralysis” is a well-established concept that describes consumers’ confusion and hesitancy in making choices when there are too many options. Is this an issue for viewers of streaming services?  

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This Strategy Helps Retailers Survive Store Closures

This Strategy Helps Retailers Survive Store Closures

  • MSI

Does closing brick-and-mortar stores mean losing business? Not necessarily. According to this Marketing Science Institute (MSI) working paper, retailers can retain most, if not all their sales, by helping consumers adapt to local closings. Maintaining sufficient density of locations and customer loyalty are paramount. Retailers who employ an omnichannel strategy can even shift in-store purchasing online or to their app.

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Spillover Effects Make Consumers with Weak Social Ties Effective Targets

Spillover Effects Make Consumers with Weak Social Ties Effective Targets

  • JOURNAL OF ADVERTISING RESEARCH

Chinese researchers have found that social media advertising can make a significant impact on people who are socially connected to the viewers of ads—even more so than on the targeted viewers. This effect is strongest among consumers with weaker rather than strong social ties, and it challenges targeting methods rooted in customer centricity models.

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Striking a Balance: Privacy, Personalization & Profit

Striking a Balance: Privacy, Personalization & Profit

  • TOWN HALL

Modern digital privacy laws, while well-intentioned, carry significant unintended consequences. On September 12, industry experts joined us for a virtual Town Hall and discussed the unintended consequences of privacy regulations on marketers, consumers, the industry and society—as well as shared actionable strategies that can be used to mitigate their impacts.

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Consumer Trends 2023-24

  • Posted: August 23, 2023

As we approach the fourth quarter of 2023, researchers have explored the trends that will impact consumers for the remainder of the year and into 2024. Here are two different perspectives. 

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