Journal of Current Issues & Research in Advertising

Redden, Joseph P.

doi: 10.1080/10641734.2025.2457663pmid: N/A

Abstract Marketers can leverage a "test for the best" approach that combines the generative capabilities of ChatGPT with online surveys for agile feedback. Two studies tested this approach to create alternative taglines for ten magazine ads from top brands, which more than 6,000 consumers rated for ad liking and brand purchase intent. Findings revealed the following: (a) ChatGPT taglines generally underperformed the originals on average; (b) the top-performing ChatGPT tagline could match the originals’ performance; and (c) ChatGPT-4 with detailed prompts outperformed ChatGPT-3.5 with basic prompts. These results show the proposed test for the best approach can produce world-class taglines with minimal expertise, time, and resources.

Windels, Kasey; Mueller-Bryson, Sophia; Li, Minjie; Karl, Sarah

doi: 10.1080/10641734.2024.2440707pmid: N/A

Abstract With almost half (46%) of LGBTQ+ people in the U.S. workforce reporting discrimination, and only 52% of LGBTQ+ U.S. advertising agency professionals rating agency cultures as inclusive, it is important to understand the workplace experiences of LGBTQ+ advertising professionals. Using in-depth interviews with 16 LGBTQ+ advertising professionals, we examine the lived experiences of agency employees through the theoretical lenses of identity, heteronormativity, and gender performativity. The findings reveal (1) broad pressure to assimilate to the heteronormative agency culture, and (2) differences in experience based on gender, sexual orientation, and department. These findings contribute to our knowledge of how the hierarchical tendencies associated with gender and sexual binaries impact the work experiences and career trajectories of professionals with various identities. Agencies must recognize that no one-size-fits-all approach exists to alleviate discrimination against the LGBTQ+ community.

Shabalina, Olga; Nelson, Michelle R.; Wise, Kevin

doi: 10.1080/10641734.2024.2441958pmid: N/A

Abstract We introduce a new form of design congruence (screen–ad congruence) between the image ad and the device screen’s perceptual features (shape, orientation, symmetry) and test its effects on ad aesthetic appreciation and likeability in social media feeds. Gestalt principles of perceptual grouping and the Fluency Theory of Asthetic Pleasure explain the superiority of complete screen–ad congruence effects on ad aesthetic appreciation and likeability in Studies 1 and 2, compared with no effects in Study 3, in which three-dimensionality of the screen–ad congruence relationship is violated. The findings suggest that screen–ad congruence is another example of “Good Gestalt” design with the potential to generate ad aesthetic appreciation across device screens.

Guan, Chong; Liu, Wenting; Cheng, Yu-Chao (Jack); Heng, Brian

doi: 10.1080/10641734.2024.2448138pmid: N/A

Abstract This study integrates the Big Five personality framework with the ego-control/ego-resiliency model from Block and Block to propose that authentic linguistic cues in an advertisement are more effective when they match personality profiles—but only to a certain point. The dataset included 100 text advertisements rated by 120 participants and their Big Five personality ratings. First, we confirmed the four-cluster psychological profile using k-means clustering. A quadratic relationship was observed between aggregate authentic content and ad click intention, and the effects varied across psychological clusters. This study is the first to identify and validate a nonlinear relationship between authenticity and ad effectiveness.

Mueller-Bryson, Sophia; Windels, Kasey; Karl, Sarah

doi: 10.1080/10641734.2025.2452564pmid: N/A

Abstract Given the uptick in brands employing femvertisements, it is important to better understand factors that influence the success of these campaigns. Research shows that brands with female target markets reap greater rewards from femvertising due to high brand–cause fit. Brands that femvertise and “practice what they preach” by supporting women’s causes more holistically likely have greater outcomes relative to other brands with actions that suggest hypocrisy, such as when their corporate practices do not support their advertised claims. This study proposes a model of women’s responses to femvertisements that examines how two situational brand factors, brand–cause fit and brand hypocrisy (or say–do fit), impact perceived brand hypocrisy, brand authenticity, brand credibility, and brand trust. The model is tested through two studies with a sample size of 353 and 292 participants). Results suggest that consumers perceive brands with low say–do fit as hypocritical, resulting in negative effects on brand trust, credibility, and authenticity, which in turn affects brand attitudes. Among those brands with low say–do fit, high brand–cause fit may act as a buffer because consumers see such brands as less hypocritical than those with low brand–cause fit. Managerial implications are addressed herein, as well as contributions to the literature. Study limitations are noted, and directions for future research are presented.

Nah, Soya; Kemp, Deena

doi: 10.1080/10641734.2025.2459209pmid: N/A

Abstract Disgust appeal and temporal frames are commonly employed in threatening messages for health-related public service announcements (PSAs), in order to effectively describe health threats and persuade individuals to engage in preventive behaviors. However, few studies have explored the joint effects between the two variables on the effectiveness of threatening messages. The present study investigated the interaction effect between disgust appeal and temporal frame on attitude toward the message, and the mediation effect of attitude toward the message on health behavior and information-seeking intentions within the context of PSAs for type 2 diabetes. A 2 (disgust appeal: present vs. absent) × 2 (temporal frame: proximal vs. distal) between-subjects design experiment (N = 181) was employed. The effect of the disgust appeal on attitude toward the message was moderated by temporal frame, such that the disgust appeal led to greater positive attitude toward the message when paired with a proximal rather than distal frame. A positive attitude toward the message, in turn, mediated the interaction effect of disgust appeal and temporal frame in threatening messages on intentions to eat healthy food as well as information-seeking intentions. Messages without the disgust appeal did not interact with either a distal or proximal temporal frame. Theoretical and practical implications are discussed.

Seo, Joo Hwan; Yim, Mark Yi-Cheon; Ahn, Jin Sun; Yu, Larry

doi: 10.1080/10641734.2025.2465313pmid: N/A

Abstract The current study investigates the critical role of chief executive officer (CEO) narcissism as an important boundary condition that explains the contrasting results of advertising spending on firm performance. To address this point, two studies are conducted from the companies’ and consumers’ perspectives. Study 1 examines the intangible asset value of advertising by using 352 observations of publicly traded restaurant companies over the past 16 years, revealing that as companies with highly narcissistic CEOs invest a greater amount of advertising, greater firm sales and firm value are induced. To explain the potential reasoning behind the narcissistic CEOs’ performance with advertising, Study 2 compares consumer responses to high versus low narcissism-themed ads, assuming that narcissistic CEOs would frequently deliver CEO-narcissistic messages to the end users and that consumers eventually determine firm sales and value. The results reveal that consumers in the high narcissistic ad condition perceive greater CEO self-confidence, ad spending, company size, ad trust, and attitudes toward the ad than those in the low narcissistic ad condition. The conceptual model confirms that CEO narcissism increases consumer perceptions of CEO confidence and ad spending, resulting in greater trust toward the ad and intention to visit the restaurant.