How do consumers respond to different calls-to-action (CTAs) in brand content? Can emojis amplify or diminish compliance? The findings in this Journal of Advertising Research study reveal that consumer-focused CTAs boost engagement more effectively than firm-focused ones, while heart emojis can counteract negative reactions and down-pointing emojis may backfire.
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New research in this Marketing Science Institute (MSI) working paper uncovers how specific emotional sequences—not just individual emotions—make advertising and fundraising appeals more persuasive. Analyzing over 14,000 GoFundMe medical campaigns, the study shows that messages beginning with sadness and ending with caring are the most effective. These findings provide a fresh template for designing impactful advertising narratives.
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This study explores how beauty and fashion influencers can optimize branded content by pairing the right topic with the right visual style—revealing actionable strategies that enhance consumer engagement and brand outcomes.
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How do advertising agencies respond to different incentive structures? This study investigates the question, showing how competitive reviews and pay-for-performance models influence creativity and campaign outcomes.
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Repeated ad exposure is a double-edged sword: it can help messages stick (wearin) or risk audience fatigue (wearout). This ARF Knowledge at Hand report reviews the latest evidence and finds that while true creative wearout is less common than once assumed, it can occur under specific conditions such as heavy short-term frequency or when there is poor creative quality. For advertisers, the key is knowing when repetition builds impact and when it backfires.
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This comprehensive review reframes open and user innovation (OUI) by introducing a stakeholder-centered perspective. Going beyond the traditional firm-user dichotomy, the study maps out the multifaceted roles and relationships of individuals, firms and groups across creation, contribution and consumption activities in innovation ecosystems.
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In a time of persistent consumer unease, The Advertising Research Foundation (ARF) and the Marketing Science Institute (MSI) have joined forces to deliver timely, evidence-based insights on how marketing leaders can navigate uncertainty with empathy, agility and strategic foresight. Their complementary reports offer both psychological and organizational guidance, arming researchers and brand decision-makers with a holistic toolkit for resilient, value-driven marketing.
In the digital age, marketers are increasingly utilizing online sales promotions. However, this study hypothesized that offline (versus online) media more effectively induce consumer behavioral responses to sales promotion. Field and lab experiments supported this hypothesis, showing that sending print (versus online) coupons increased redemption behavior. This effect was mediated by cognitive engagement with the content and was more pronounced among consumers with low (versus high) brand attachment. These results were consistently replicated across different product categories.
This study provides behavior-based evidence supporting the effectiveness of offline media and highlights brand attachment as a new moderator of the effect. The findings caution against marketers’ overdependence on online sales promotion and suggest that offline promotional media can enhance consumers’ cognitive engagement with the content, leading to better behavioral outcomes.
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