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Purpose Marketers are increasing their use of digital strategies and prioritizing digital tactics, although the effectiveness digital video advertising (DVA) has not been examined empirically. The purpose of this research is to suggest that it is useful for advertisers to consider theories of the past to understand the link between product, advertising format and message processing. Design/methodology/approach To examine DVA effectiveness, this study utilized a 2-product type (utilitarian vs hedonic) × 2-product involvement (low vs high) x 2-platform (laptop vs mobile) mixed-design. Participants were recruited from a research company, who invited members of their panel to participate in an online experiment. Findings DVA for hedonic products resulted in stronger attitudes toward the ad and brand, and intentions to purchase. DVA for low involvement products resulted in stronger purchase intentions and likelihood to opt-in for more information. Moreover, there was an interaction between product category and involvement across all five measures of DVA effectiveness. Research limitations/implications Like TV commercials, DVA is more effective when used with low involvement, hedonic products than with high involvement, utilitarian products. Additionally, the device on which the advertisement is viewed impacts the effectiveness of DVA. Practical implications Companies promoting high-involvement utilitarian products may consider alternative advertising strategies (e.g. MDAs, apps, websites and advergames), as DVA may not be the most effective ad format. Originality/value As technology continues to develop and marketers continue to pursue growing numbers of consumers through digital means and on mobile devices, understanding how device type influences advertising effectiveness is important for media strategy, message placement and marketing metrics. This research takes one step in that direction.

This study investigated how the prevalent visual depiction of obesity in the media promotes stigmatization of obese individuals. Particularly, this study proposed and tested the two sequential mech...

PurposeThis paper aims to develop a framework for understanding consumers’ response to digital advertising using the affect transfer hypotheses and incorporating search behaviors. The paper also offers future research suggestions.Design/methodology/approachA quantitative approach is used in this paper by conducting survey research on a research panel. Structural equation model with multi-group comparisons is conducted. The research is conducted using a general US population sample.FindingsFindings demonstrate that the affect transfer hypothesis is sufficient to enhance extant understanding of consumers’ response to digital advertising, but the incorporation of search intentions into the model improves the explanatory power.Originality/valueTo date, little research in digital marketing has studied search intentions and less has done so in the context of digital video advertising. Interestingly, theory from a more traditional domain can lends support for the authors hypotheses.

The current study explores the degree to which two-way communication is applied in science communication contexts in North America, based on the experiences of science communication trainers. Interviews with 24 science communication trainers suggest that scientists rarely focus on applying two-way communication tactics, such as listening to their audiences or tailoring messages based on their audiences’ needs. Also, although trainers generally recognize the value of two-way communication, it is seldom addressed in science communication trainings. The importance of two-way communication in fostering interactive dialogical communication between scientists and the public, and thus the importance of emphasizing it more during science communication training, is discussed.

With today's high degree of advertising clutter, marketers might greatly focus on evoking emotion or creating hedonic (e.g., feeling) experiences for consumers in order to improve practice. These strategies minimize the effort needed to process a message and can influence consumers' decisions. In 4 studies, we examine the effects of music tempo on consumers' attitudes toward the brand while further considering the mediating role of evoked feelings. Study 1 and 2 supports that music tempo in commercials influences consumers' affective response to the music in advertising. Study 3 replicated this effect using a controlled experiment and extended the research by demonstrating that tempo also affects general mood states, in addition to feelings evoked by the music. Last, Study 4 demonstrates that need for emotion moderates the role of affect as information. This research contributes to theory in sensory marketing and consumer behavior and offers practical implications to improve marketing practice.

Breast cancer advocacy has experienced tremendous success since the 1980s. Yet, the quality and authenticity of breast cancer information in the media are sometimes questionable. Using a content analysis, we examined the informative (donation information, breast cancer advocacy content, etc.) and persuasive (appeals used, cues to action, etc.) contents of magazine advertisements relevant to breast cancer. While ads offered minimal informative content about the disease or about ways by which sales will contribute to the breast cancer cause, they integrated "breast cancer appeals," such as the color pink, the pink ribbon, and mostly positive depictions of survivorship and hope, into the ads. Breast cancer thus took center stage in the persuasive content of the ads, but a back seat when it came to their informative content. We discuss the implications of those findings in light of the meanings and purposes of cause-related marketing campaigns.

The theory of normative social behavior (TNSB) describes the moderators of the descriptive norm-behavior relationship. Although specified in revisions to the model, the role of involvement as a moderator has not been fully explored. As such, this article predicts that different forms of involvement (i.e., value-, impression-, and outcome-relevant involvement) function in different ways as moderators of the descriptive norm-behavior relationship and determines whether this relationship varies by health and environmental behaviors. This article presents data on three behaviors examined in prior social norms studies: drinking alcohol, fast food consumption, and recycling. Data indicate that the nature of the relationship among the study variables is dependent on the focal behavior. For fast food consumption, the descriptive norm-behavioral intention relationship is moderated by value-relevant involvement and behavioral identity. For recycling, the descriptive norm-behavior relationship is moderated by behavioral identity. Other main effects are evidenced in the data.

BackgroundThere has been a sharp increase in the number of pedestrians injured while using a mobile phone, but little research has been conducted to explain how and why people use mobile devices while walking. Therefore, we conducted a survey study to explicate the motivations of mobile phone use while walking ObjectiveThe purpose of this study was to identify the critical predictors of behavioral intention to play a popular mobile game, Pokemon Go, while walking, based on the theory of planned behavior (TPB). In addition to the three components of TPB, automaticity, immersion, and enjoyment were added to the model. This study is a theory-based investigation that explores the underlying mechanisms of mobile phone use while walking focusing on a mobile game behavior. MethodsParticipants were recruited from a university (study 1; N=262) and Amazon Mechanical Turk (MTurk) (study 2; N=197) in the United States. Participants completed a Web-based questionnaire, which included measures of attitude, subjective norms, perceived behavioral control (PBC), automaticity, immersion, and enjoyment. Participants also answered questions regarding demographic items. ResultsHierarchical regression analyses were conducted to examine hypotheses. The model we tested explained about 41% (study 1) and 63% (study 2) of people’s intention to play Pokemon Go while walking. The following 3 TPB variables were significant predictors of intention to play Pokemon Go while walking in study 1 and study 2: attitude (P

In this study, we present results from an extensive survey of US-based microbiologists (adults) to explore these scientists’ perceptions and behaviors related to communicating their research. Specifically, we explored the frequency with which microbiologists engage in public communication, how they evaluate their public communication experiences, and the factors associated with their willingness to engage in face-to-face and online public communication in the future. Data from a multi-wave online survey suggest that microbiologists (N = 903) are somewhat frequent communicators who derive great value from their outreach efforts. The results further suggest that social and psychological drivers of future intentions to engage with the public are consistent with the Theory of Planned Behavior (TPB). Specifically, microbiologists with more positive attitudes toward engagement were more willing to partake in direct and online communication activities. Similarly, microbiologists who believe they possess communication skills are more willing than their less efficacious colleagues to do either type of outreach. Our results also indicate that more-senior and more-active researchers are more willing to participate in direct and online engagement. Implications for communication training are discussed.

Objective: This study attempted to identify critical predictors of intention to both send and read texts while walking based on Theory of Planned Behavior in order to provide resources for practitioners and campaign designers to inform college students of the perils of texting while walking and dissuade them from such a risky behavior. Participants: Three hundred twenty-nine college students were recruited from a large public university in the Southwest in September 2014. Methods: This study used a cross-sectional survey design. Results: Subjective norm (sending: B = .17, p = .02; reading: B = .17, p = .04), personal norms (sending: B = −.32, p = .001, reading: B = −.35, p = .001), and self-efficacy (sending: B = −.27, p = .001; reading: B = −.24, p = .001) were significant predictors of intention to both send and read text messages while walking. Conclusions: For students who have greater intention of texting while walking, persuasive communication should utilize normative influence and self-effi...