Where A/B Testing Goes Wrong: How Divergent Delivery Affects What Online Experiments Cannot (and Can) Tell You About How Customers Respond to Advertising.

Authors: Braun, Michael¹ (AUTHOR) braunm@smu.edu, Schwartz, Eric M.² (AUTHOR) ericmsch@umich.edu

Source: Journal of Marketing. Mar2025, Vol. 89 Issue 2, p71-95. 25p.

Subject Terms: *Internet advertising, *Target marketing, *Advertising effectiveness, *Algorithms, *Consumer behavior, Causal inference, Social media

Within-Category Satiation and Cross-Category Spillover in Multiproduct Advertising.

Authors: Lu, Shijie¹ (AUTHOR) slyu@nd.edu, Yang, Sha² (AUTHOR) shayang@marshall.usc.edu, Yao, Yao (AUTHOR)

Source: Journal of Marketing. Mar2025, Vol. 89 Issue 2, p119-140. 22p.

Subject Terms: *Behavioral targeting (Internet advertising), *Consumer behavior, *Display advertising, *Targeted advertising, *Online marketplaces, *Marketing strategy, Data privacy

Disclosing AI's Involvement in Advertising to Consumers: A Task-Dependent Perspective.

Authors: Wu, Linwan¹ (AUTHOR) linwanwu@mailbox.sc.edu, Dodoo, Naa Amponsah² (AUTHOR), Wen, Taylor Jing¹ (AUTHOR)

Source: Journal of Advertising. Jan-Mar2025, Vol. 54 Issue 1, p20-38. 19p.

Subject Terms: *Advertising media planning, *Advertising, *Artificial intelligence, *Freedom of information, Digital literacy

From consuming food away from home to on-the-go consumption: a multi-study exploration using focus groups and fsQCA.

Authors: Lim, Weng Marc^1,2,3 (AUTHOR) lim@wengmarc.com, Das, Manish⁴ (AUTHOR), Saha, Victor⁵ (AUTHOR)

Source: Journal of Marketing Management. Mar2025, p1-45. 45p. 2 Illustrations.

Subject Terms: *Consumer behavior, *Targeted advertising, *Market segmentation, *Focus groups, *Marketing mix, Fuzzy sets, Time pressure

Referral Contagion: Downstream Benefits of Customer Referrals.

Authors: Gershon, Rachel (AUTHOR) Rgershon@berkeley.edu, Jiang, Zhenling (AUTHOR)

Source: Journal of Marketing Research (JMR). Feb2025, Vol. 62 Issue 1, p97-116. 20p.

Subject Terms: *Business referrals, *Word of mouth advertising, *Consumers, *Customer relations, *Customer loyalty, *Customer satisfaction

DELIBERATIVE OR AUTOMATIC: DISENTANGLING THE DUAL PROCESSES BEHIND THE PERSUASIVE POWER OF ONLINE WORD-OF-MOUTH.

Authors: Zhanfei Lei (AUTHOR) zlei@isenberg.umass.edu, Dezhi Yin (AUTHOR) dezhiyin@usf.edu, Han Zhang (AUTHOR) han.zhang@scheller.gatech.edu

Source: MIS Quarterly. Mar2025, Vol. 49 Issue 1, p331-346. 16p. 1 Diagram, 5 Charts, 2 Graphs.

Subject Terms: *Word of mouth advertising, *Consumers' reviews, *Consumer behavior, *Consumer attitudes, Persuasion (Psychology), Persuasion (Rhetoric), Negativity bias

Agent of Your Own Destiny: How Neoliberal Discourses Permeate Award-Winning Public Service Announcements.

Authors: Windels, Kasey¹ (AUTHOR) kwindels@ufl.edu, Mueller, Sophia² (AUTHOR), Wei, Xiaofan¹ (AUTHOR), Chen, Huan¹ (AUTHOR)

Source: Journal of Advertising. Jan-Mar2025, Vol. 54 Issue 1, p39-56. 18p.

Subject Terms: *Public service advertising, *Free trade, *Economic structure, Public interest, Neoliberalism

A Meta-Analysis of the Antecedents and Consequences of Advertising Value.

Authors: Ye, Guoquan¹ (AUTHOR), Guan, Xin² (AUTHOR) xin.guan@jmu.edu.cn, Hudders, Liselot³ (AUTHOR), Xiao, Yi⁴ (AUTHOR), Li, Jingyu⁵ (AUTHOR)

Source: Journal of Advertising. Jan-Mar2025, Vol. 54 Issue 1, p117-138. 22p.

Subject Terms: *Advertising, *Consumers, *Advertisers

Financing an online newsvendor with considering the impact of advertising strategy.

Authors: Bi, Gongbing¹ (AUTHOR), Liu, Yinghui¹ (AUTHOR), Wang, Pingfan¹ (AUTHOR) wpf1994@mail.ustc.edu.cn

Source: International Journal of Production Research. Oct2024, Vol. 62 Issue 19, p7205-7225. 21p.

Subject Terms: *Advertising management, *Supply chain management, *Supply chains, *Advertising, *Newsvendor model, *Retail industry

Neural Signals of Video Advertisement Liking: Insights into Psychological Processes and Their Temporal Dynamics.

Authors: Chan, Hang-Yee (AUTHOR) hang_yee.chan@kcl.ac.uk, Boksem, Maarten A.S. (AUTHOR), Venkatraman, Vinod (AUTHOR), Dietvorst, Roeland C. (AUTHOR), Scholz, Christin (AUTHOR), Vo, Khoi (AUTHOR), Falk, Emily B. (AUTHOR), Smidts, Ale (AUTHOR)

Source: Journal of Marketing Research (JMR). Oct2024, Vol. 61 Issue 5, p891-913. 23p.

Subject Terms: *Advertising, *Consumer attitudes, Videos, Functional magnetic resonance imaging, Emotions, Memory

Post-Colonial Consumer Respect and the Framing of Neocolonial Consumption in Advertising.

Authors: Varman, Rohit (AUTHOR) r.varman@bham.ac.uk, Belk, Russell W (AUTHOR), Sreekumar, Hari (AUTHOR)

Source: Journal of Consumer Research. Aug2024, Vol. 51 Issue 2, p362-382. 21p.

Subject Terms: *Advertising, *Consumption (Economics), *Consumer attitudes, Frames (Social sciences), Postcolonialism, Classism, Colorism, Respect, Neocolonialism

Geographic Terms: India

The Transmission of Advertising by Word of Mouth.

Authors: East, Robert¹ (AUTHOR) R.East@kingston.ac.uk

Source: International Journal of Market Research. Jul2024, Vol. 66 Issue 4, p378-382. 5p.

Subject Terms: *Advertising, Argument

Debunking Misinformation About Consumer Products: Effects on Beliefs and Purchase Behavior.

Authors: Fong, Jessica (AUTHOR) jyfong@umich.edu, Guo, Tong (AUTHOR), Rao, Anita (AUTHOR)

Source: Journal of Marketing Research (JMR). Aug2024, Vol. 61 Issue 4, p659-681. 23p.

Subject Terms: *Consumer goods, *False advertising, *Consumer behavior, Misinformation, Social media

The Role of Consumer Speech Acts in Brand Activism: A Transformative Advertising Perspective.

Authors: Fletcher-Brown, Judith¹ (AUTHOR) judith.fletcher-brown@port.ac.uk, Middleton, Karen¹ (AUTHOR), Thompson-Whiteside, Helen¹ (AUTHOR), Turnbull, Sarah¹ (AUTHOR), Tuan, Annamaria² (AUTHOR), Hollebeek, Linda D.^3,4,5,6,7,8 (AUTHOR)

Source: Journal of Advertising. Aug/Sep2024, Vol. 53 Issue 4, p491-510. 20p.

Subject Terms: *Advertising campaigns, *Consumers, *Institutional logic, *Data analysis, Thematic analysis

The Effects of In-Stream Video Advertising on Ad Information Encoding: A Neurophysiological Study.

Authors: Lee, Seungji¹ (AUTHOR), Kim, Jooyoung² (AUTHOR), Read, Glenna L.² (AUTHOR), Kim, Sung-Phil¹ (AUTHOR) spkim@unist.ac.kr

Source: Journal of Advertising. Jun/Jul2024, Vol. 53 Issue 3, p342-356. 15p.

Subject Terms: *Internet advertising, *Advertising, *Information processing, Encoding, Emotions, Videos, Electroencephalography

Transcendent Brand Activism Advertising: Explicating the Roles of Color and Message Framing in Advertising Effectiveness.

Authors: Zhou, Xuan¹ (AUTHOR) ZHOU0352@e.ntu.edu.sg, Lou, Chen¹ (AUTHOR), Huang, Xun¹ (AUTHOR)

Source: Journal of Advertising. Apr/May2024, Vol. 53 Issue 2, p183-199. 17p.

Subject Terms: *Advertising effectiveness, *Awareness advertising, *Branding (Marketing), *Consumers, Frames (Social sciences)

When the Medium Is the Message: A Meta-Analysis of Creative Media Advertising Effects.

Authors: van Berlo, Zeph M. C.¹ (AUTHOR) Z.M.C.vanBerlo@uva.nl, Meijers, Marijn H. C.¹ (AUTHOR), Eelen, Jiska² (AUTHOR), Voorveld, Hilde A. M¹ (AUTHOR), Eisend, Martin^3,4 (AUTHOR)

Source: Journal of Advertising. Apr/May2024, Vol. 53 Issue 2, p278-295. 18p.

Subject Terms: *Consumer attitudes, *Awareness advertising, *Brand name products, *Advertising, Structural equation modeling

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