purchase intent

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

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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Circular Economy Framing Increases the Effectiveness of Sustainability Claims

Circular Economy Framing Increases the Effectiveness of Sustainability Claims

This study explores how circular economy framing can enhance the effectiveness of sustainability claims by making them more concrete and understandable for consumers. The research suggests that using circular economy metaphors can reduce the perceived abstractness of sustainability claims, thereby increasing consumers' willingness to purchase sustainable products. The study conducted three experiments to test this hypothesis and found that circular economy framing significantly improves the concreteness of sustainability messages and boosts consumer engagement with sustainable products. The findings offer valuable insights for marketers and advertisers on how to frame sustainability claims to enhance their effectiveness. By leveraging the circular economy concept, businesses can make their sustainability messages more relatable and compelling, ultimately driving a higher adoption of sustainable products.

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