Does music in advertising need to come from an expensive source, like a popular performance artist, to make an impact? A European academic-practitioner research team, including a Pandora executive, studied the evaluation process for choosing music in ads, by comparing how professionals and consumers judged the sourcing of music. The differential can potentially prove costly for brands.
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As part of MSI’s Expert Curation series, Priya Raghubir, Professor of Marketing, New York University, and an MSI academic fellow, discusses a series of studies that focus on how modes of payment affect consumer purchase behavior. Concerns over Covid-19 and the need to social distance have accelerated the use of cashless and touchless forms of payment. This paper outlines the latest research on associations between these and other payment options and consumer spending habits, such as spending likelihood, spending amount, spending patterns, brand loyalty and customer satisfaction.
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We know that human truths drive advertising creativity. The assumption is that you provide consumer insight to a creative professional, and they work their magic, choosing freely among appeal types. What’s not clear is what role the insight plays in the making of that magic. Here’s a preliminary roadmap for finding the emotional pulse of the creative process.
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Scholars and practitioners in recent years have grappled with the potential and limitations of six -second ads. A new study clarifies those constraints and offers actionable strategies in various stages of the creative process, to help advertisers boost the effectiveness of short, online video ads.
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Animals have been used in ads effectively for decades, yet little is known about their effects on consumer reactions along the purchase-decision process. New research shows evidence of animals’ influences on different stages of the decision-making journey, with women reacting more positively than men. But the outcomes changed when human models were included in the ads.
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A product’s shape, packaging or logo contributes to consumer understanding and reactions to that product, previous research has found. But what impression does the perceived weight of a product convey and how can this be used for advertising and marketing purposes? Researchers Priya Raghubir, Lu Yang and Dengfeng Yan looked into this and discovered that consumers use a stability heuristic for weight judgements. Shorter, broader objects are judged to be heavier and thus are considered more stable. And when it comes to food items, weight also plays on such things as calorie assessment.
Today, advertisers have the power to control media scheduling and increase the frequency of individual-level display-advertising exposures. But is it always a good idea to draw consumer’s attention this way? The popularity of ad-blocking software suggests not.
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Claims of sustainability may seem like a significant advantage for a product. But unless they are portrayed right, such claims often fizzle and anemic sales result. One of the consumer attitudes purveyors must account for is that such products sacrifice quality for sustainability. One way to offset this preconception is to highlight the product’s innovative qualities. Communicating the brand’s commitment to corporate social responsibility (CSR) is even more helpful.