purchase consideration

Savoring Success: Creative Strategies That Make Food and Beverage Ads Work

  • JOURNAL OF ADVERTISING RESEARCH

Digital marketing’s fast pace allows for unprecedented testing of what drives ad success. This study combines human coding and machine learning across over 2,300 food, beverage and restaurant video ads, to reveal how sensory cues like “crunch sounds” and human interaction can significantly boost brand awareness, consideration and purchase intent—while some commonly used tactics, surprisingly, fall flat.

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How to Optimize Product Placement Interface Design for Mobile Food Delivery

  • JOURNAL OF ADVERTISING RESEARCH

This study explores the impact of Gestalt psychology on consumer behavior in mobile food delivery marketing. By analyzing brainwave activity, the research demonstrates how organizing visual elements in a Gestalt format can influence purchase decisions. The findings reveal that products placed in a Gestalt format led to higher purchase rates and lower cognitive conflict compared to non-Gestalt formats. The study also highlights the importance of complementary cross-selling products in enhancing the visual Gestalt effect. When main and cross-selling products are placed together in a Gestalt format, consumers experience a more positive emotional response and are more likely to make a purchase. These insights can help marketers optimize product placement interfaces to boost sales and improve user experience.

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Shopper Insights Council: Diving into Key Issues in Shopper Marketing

  • Shopper Council

As the shopper marketing landscape continues to evolve rapidly, the ARF’s Shopper Insights Council held a half-day event that offered two unique opportunities: 1) To hear from knowledgeable speakers about Retail Media Networks and omnichannel shopper marketing; 2) To participate in focused workshops and share perspectives, concerns and best practices with others in the industry having similar roles.

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The Long-Term Effects of Advertising on Social Platforms

  • BY KAROLINE CORYEA, YOUNG PROS OFFICER

The ARF Social Council held an event on September 12 diving into the long-term effects of social media advertising on consumers, based on the results of an experiment undertaken by the ARF Social Council. Attendees gained new insights on how they can leverage the study’s results to shape their future social media advertising strategies.

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The Impact of Avatar Presence on Consumer Behavior in VR Environments

  • Journal of Advertising Research

This set of two studies, recently published on the Journal of Advertising Research’s website, investigates the impact of retail store employee avatar presence on consumer behavior within virtual reality environments. Not much research has investigated avatars in this context and what influence they may have on consumer attitudes and behavior.

This study duo reveals that consumers experience aversive responses to employee avatar presence in embarrassing shopping settings, such as the purchase of condoms or adult diapers. It also demonstrates that employee avatars decrease consumers' purchase behavior, including time and money spent on a purchase in embarrassing VR contexts. Consumers are also less likely to recall the brand of an embarrassing product.

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