As charity fundraising becomes more competitive, the imagery used in crowdfunding campaigns requesting help for victims can make the difference between higher or lower donations. Evidence from new research shows that campaigns with images that show victims as helpless attract fewer donations than those showing victims helping themselves.
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Artificial intelligence is already changing advertising, but how will it reshape it moving forward? Researchers unpack the potential effects of three different forms of AI—analytic, interpretive and creative—on seven categories of advertising industry stakeholders. Can those who embrace the evolving creative AI mechanisms get ahead of competitors?
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Autonomous Sensory Meridian Response (ASMR) is increasingly used in video ads to magnify your experience with, for example, whispers that trigger tingling sensations. Using four experiments, a global research team explores consumers’ reactions to ASMR and its sensory effect on memory.
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Many companies and brands increasingly incorporate racially diverse actors, often mixing Blacks and Caucasians in their advertising, yet not much is known about its effectiveness. New research explores how actor race and social tie strength—essentially the potency of the bond between the two actors—translate into consumer responses, with indirect effects on purchase intention.
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This ARF Cognition Council event explored how brands can improve consumers’ perceptions of their pro-social messaging based on insights from fresh analyses of data from a variety of sources. Experts from Ipsos, Dartmouth College and Research Measurement Technologies shed light on a diverse range of research on ways that brands can convey pro-social messages in their advertising.
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With the development of emerging technologies like Virtual Reality (VR) and Augmented Reality (AR) in recent years, changes to the advertising and marketing landscapes have followed. Experts from Meta, Snap, Inc. and Influencer joined the Social Council on July 27 to demonstrate what this exciting new medium looks like and expound on what it can do for brands.
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Unexpected ads—like pop-ups and floaters—affect people’s attention and attitudes differently, depending on their location, the degree of unexpectedness and the user’s task level, new research has found. The study’s findings offer fresh evidence toward helping advertisers and website service providers design attention-grabbing ads.
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Does the digital environment support or constrain advertising creativity? The answer is both. But how? Researchers in Australia relied on two seminal methods—the rigorous Delphi recruitment method through which research queried creative experts worldwide, and the Four P’s model of creativity. These were applied to investigate “place” (the digital environment) and its impact on the remaining P's: process, person and product. What they found was that technology both enhances and represses creativity.
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