Jessica Mikeska, Robert L. Harrison III, Les Carlson and Chris L. S. Coryn, Journal of Advertising Research, Vol. 57, No. 3, 2017, pp. 319-334
This meta-analysis merged family communication pattern (FCP) and parental socialization literature streams to offer renewed perspectives on how parents intervene in media-related consumer-socialization interactions with children.
Ben Kozary, Michael Sankey and Ken Roberts, Admap, September 2017, pp. 20-21
This article examines what brands must understand about how well advertising claims coexist with consumers’ underlying associations in order to produce effective creative that is believable and relevant.
This article looks at how neuromarketing can now accurately and cost-effectively predict consumer intentions with no conscious bias in purchase decision influencers by using low-cost biometric and psychometric tools.
This report analyses results from a global WARC survey of senior agency planners, covering the current state of the strategic discipline, future opportunities and challenges, and guidance on building the planning team of the future.
Chris Archer-Brown, Julia Kampani, Ben Marder and Anjali S. Bal, Journal of Advertising Research, Vol. 57, No. 2, 2017, pp. 159-172
Filmmakers increasingly depend on trailers as advertising and to generate word of mouth (WOM). This study investigates the extent to which trailers influence WOM in the prerelease context by testing a conceptual model separately on the three most popular movie genres.
Chunyu Li, Ling Peng and Geng Cui, International Journal of Market Research, Vol. 59, No. 3, 2017, pp. 335-354
This paper describes how, based upon item response theory (IRT) and its differential item functioning (DIF), two studies were designed to address two important issues – adopting effective items or inviting proper respondents – involved in the identification of successful new concepts, to test new concepts with different levels of newness.
This article presents advances in 3D, VR and AR technologies that are providing auto marketers with powerful experiential tools capable of generating deeper and more intuitive insights which can better engage consumers emotionally.
Mathieu M. P. Lajante, Olivier Droulers and David Amarantini, Journal of Advertising Research, Vol. 57, No. 1, 2017, pp. 28-37
Advertising researchers have highlighted how electrophysiological methods can improve the understanding of consumers’ emotional experiences, yet few published methodological studies draw the necessary guidelines to obtain reliable results.
Jillian Ney, International Journal of Market Research, Vol. 58, No. 5, 2016, pp. 754-760
This article considers social media intelligence in market research, including the tools needed to analyse conversations and the challenge of how to extract value from the millions of online conversations that happen daily.
Edoardo Lozza, Andrea Bonanomi, Cinzia Castiglioni and Claudio A. Bosio, International Journal of Market Research, Vol. 58, No. 5, 2016, pp. 671-692
The present study seeks to analyse the predictive capacity of the Index of Consumer Sentiment (ICS) (a leading index in international market research) in Italy, before and after the global financial crisis.
Leigh Caldwell, Lizzi Seear, ESOMAR, Congress, New Orleans, September 2016
This paper reports on a global survey research project for InterContinental Hotels Group (IHG) - utilising an implicit approach and behavioural economics - that helped IHG's Holiday Inn brands identify key areas for investment to enhance the customer experience.
Dipesh Mistry, Chris Warren, ESOMAR, Congress, New Orleans, September 2016
This paper discusses how best to use 'non-conscious' methods of research, including misconceptions of such methods and the damaging trend for researchers to claim they are using them when they are not.