Jaywant Singh, Benedetta Crisafulli, and La Toya Quamina, Journal of Advertising Research, Digital First, December 2018
When exposed to cause-related marketing advertisements that use guilt appeals, consumers actively try to interpret the motives behind the company’s message and consequently accept (or resist) the persuasion attempt. This study demonstrates that high-emotional-intensity cause-related marketing advertisements create suspicion that the company truly might not be committed to the social cause. If the advertisement is low in emotional intensity, however, guilt appeals lower negative inferences and act as a stimulus to foster consumer identification and positive perceptions of corporate image.
Christopher Pich, John Harvey, Guja Armannsdottir, Mojtaba Poorrezaei, Ines Branco-Illodo, and Andrew Kincaid, International Journal of Market Research, Vol. 60, No. 6, 2018, pp. 589-610
This article presents a study of young voter engagement in relation to the EU referendum—a democratic vote on the United Kingdom's membership of the European Union.
George Cox, Daniel Rayner, Genevieve Hall, Jon Osborne and Vivek Banerji, ESOMAR, Fusion, 2018
Shionogi, a Japanese pharmaceutical company, introduced MouseTracker technology in the UK, a method that it has integrated into classic in-depth interviews to gain richer insight on critical business decisions.
Carlos Ochoa and Ezequiel Paura, ESOMAR, Fusion, 2018
Netquest, a market researcher, designed a new method to detect Personal Identifiable Information (PII) based on "learning from experience" with participants from Brazil, Mexico, Spain and the United States.
Emotional print ads are typically more persuasive than informational appeals, except when the goal is to highlight a brand’s unique selling proposition, according to a study published in the Journal of Advertising Research (JAR).
Leigh Caldwell, ESOMAR, Congress, 2018
The research team for an energy drink company addressed the concepts around the nonconscious drivers of consumption by creating a model of the UK consumer’s mind and how the different parts of it collaborate to achieve the consumer’s goals.
Procter & Gamble, the FMCG giant, is using an “eyes on the consumer, hands on the keyboard” approach to understanding its target audience, meaning it can tap into a wide variety of research techniques for this purpose.
Crawford Hollingworth and Liz Barker, WARC Best Practice, September 2018
Discusses seven Behavioural Science based concepts which are key tools for optimising everyday communications: Choice Architecture, Salience, Anchoring, Framing, Chunking, Cognitive Ease and Social Norms.