Kathrynn Pounders and Amanda Mabry-Flynn, Journal of Advertising Research, Vol. 56, No. 4, 2016, pp. 426-440
Gay and lesbian consumers increasingly are recognized as a lucrative target market. Advertisements more frequently incorporate images of gay and lesbian people; however, more research is needed to understand mainstream (heterosexual) consumer response to these advertisements.
Paolo Gaudiano, Paul Dolan, Spencer Gerrol, Ryan McGarry, ARF Experiential Learning, Audience Measurement, June 2016
This paper explores the problem of noticeable ads crossing over into annoying ads with the findings of a neuromarketing experiment, measuring the level of attention and the emotional response of subjects exposed to ads.
Jisu Huh, Denise E. DeLorme and Leonard N. Reid, Journal of Advertising Research, Vol. 55, No. 4, 2015, pp. 401-415
Do consumers avoid viewing over-the-counter (OTC) pharmaceutical advertisements? And, if so, why? The authors of the current study tested their proposed “Ad Avoidance Model” by surveying a nationally-representative sample of U.S.
Hyun Hee Park, Jai Kwan Park and Jung Ok Jeon, International Journal of Advertising, Vol. 33, No. 4, 2014, pp. 767-784
This study extends and crystallizes the literature on the effect of background music in the TV advertising setting by focusing on differential effects of attributes of background music on consumers' attitudes toward TV advertising based on their involvement.
Nam-Hyun Um, International Journal of Advertising, Vol. 33, No. 4, 2014, pp. 811-832
This study is designed to investigate the effect of gay-themed advertising as well as consumers' gender, tolerance towards homosexuality (low vs high tolerance) and consumers' brand commitment (low vs high commitment) on attitude towards ad and attitude towards brand.