Two papers in the current issue of the Journal of Advertising Research (JAR) explore consumer reactions to ads with depictions of gay couples. But they come to different conclusions. Comparing the ad creative explains why. Read more »
Member Only AccessTwo papers in the current issue of the Journal of Advertising Research (JAR) explore consumer reactions to ads with depictions of gay couples. But they come to different conclusions. Comparing the ad creative explains why. Read more »
Member Only AccessTwo papers in the current issue of the Journal of Advertising Research (JAR) explore consumer reactions to ads with depictions of gay couples. But they come to different conclusions. Comparing the ad creative explains why. Read more »
Member Only AccessTwo papers in the current issue of the Journal of Advertising Research (JAR) explore consumer reactions to ads with depictions of gay couples. But they come to different conclusions. Comparing the ad creative explains why. Read more »
Member Only Access
On December 11, we highlighted three new articles from the Journal of Advertising Research on how emotion, control, and context shape the evolving dynamics of ad effectiveness in the digital age. Across sessions, speakers emphasized that consumer engagement is shaped not just by creative content, but by emotional responses, timing, predictability, and personal context. The discussion underscored the importance of designing advertising strategies that balance attention capture with trust, comfort, and long-term effectiveness.
Member Only AccessTwo papers in the current issue of the Journal of Advertising Research (JAR) explore consumer reactions to ads with depictions of gay couples. But they come to different conclusions. Comparing the ad creative explains why. Read more »
Member Only AccessTwo papers in the current issue of the Journal of Advertising Research (JAR) explore consumer reactions to ads with depictions of gay couples. But they come to different conclusions. Comparing the ad creative explains why. Read more »
Member Only AccessTwo papers in the current issue of the Journal of Advertising Research (JAR) explore consumer reactions to ads with depictions of gay couples. But they come to different conclusions. Comparing the ad creative explains why. Read more »
Member Only Access