ESG

• Targets & Segments
• Article

Cause-Related Marketing Messages that are Customer-Centric have Greater Impact

• JOURNAL OF ADVERTISING RESEARCH

This study explores the effectiveness of cause-related marketing and how brands can enhance consumer trust by attributing their charitable actions to customers rather than the brand itself. The research shows that when brands share the credit for good deeds with their customers, it reduces perceptions of bragging and increases brand trust. This beneficial effect is particularly significant for brands with high integrity.

The findings are based on three studies involving American adults, which demonstrate that attributing donations to customers (versus the brand) reduces perceived bragging and increases donation intentions and brand trust. The study highlights the importance of brand integrity in moderating these effects.

• Article

What is an “Authentic” Brand?

Many studies have shown that consumers want authenticity in advertising and branding and that the perception of authenticity can be an important driver of marketing success. But what exactly does authenticity mean to consumers?   Read more »

• Article

Making Prosocial/Cause-Related Ads More Effective

Last year, we reported on an analysis which found that many advertisements with prosocial and cause-related messages are not as effective as surveys on consumer attitudes suggest. This urged researchers to explore how to make such ad messages more effective. Several new studies provide insights on this issue.    Read more »

• Article

Neuro Can Improve Sustainability Messaging

Research on consumers’ emotional reactions to advertisements can help improve ads with environmental messages. Read more »

• Article

Musical Manipulation of Visual Scenes in Video, Film and TV Advertisements: A Large-Scale Investigation into the Implicit Effects of Sonic Branding

• Article

Purpose Advertising and the Credibility Gap: How Consumers Respond to Established versus Emergent Brand Activist Messaging

• Article

How Brand Managers Can Maximize Engagement with ASMR YouTube Content: Influencers Who Give You ‘the Tingles’ via Autonomous Sensory Meridian Response Cues

• Past Event Highlights
• Article

Inside the Journal of Advertising Research: Sonic Branding, ASMR Engagement, and Who Wins in Activist Messaging?

• JOURNAL OF ADVERTISING RESEARCH

At this Insights Studio, researchers in Europe, the U.K. and the U.S. presented work in relatively new fields that have high-impact potential for the advertising industry. Starting with a forthcoming paper on sonic branding, the authors described their ground-breaking framework for measuring the implicit effects of sonic branding using music to manipulate visual scenes in video, film and TV. Next, a deep dive into autonomous sensory meridian response (ASMR)—a sensory-inducing device in ads—included strategies for helping brands collaborate with successful ASMR influencers. Lastly, a preview of an article to be published in the March Prosocial Advertising Special Issue showed how brand activism influences attitudes and purchase intentions, revealing a credibility gap between established activist brands and brands emerging in that space. Taking questions from Paul and from attendees, panelists in the concluding Q&A explored links between sonic branding and ASMR, the demographics of ASMR followers, ways for emergent activist brands to close the credibility gap with established activist brands, and future research possibilities.