Damien Chaney and Karim Ben Slimane, International Journal of Market Research, Vol. 61, No. 5, 2019, pp. 468-477
This article adopts an institutional view to rethink consumer resistance. Two types of consumers who resist market domination are identified: "rebels" and "entryists." Rebels are able to consume but do not want to and oppose all or part of the market, whereas entryists want to consume but are kept out of the market.
Caroline Lancelot Miltgen, Anne-Sophie Cases, and Cristel Antonia Russell, Journal of Advertising Research, Digital First, August 2019
Social-networking sites, such as Facebook, are an important and fast-growing advertising channel. Because access to social-networking sites may happen through different devices, it is important to identify whether the drivers and mitigating factors affecting responses to social-networking-site advertising differ between consumers who access Facebook primarily on PCs versus on mobile phones.
Brands are missing an opportunity to appeal to a wider audience as ads fail to capture the joy of watching sport or connect stories to the brand, despite their powerful and inspirational messaging, argues Kantar’s Graham Page.
The advertising industry is fighting fires on multiple fronts as it attempts to deal with issues affecting consumer trust while neglecting the one issue over which it has complete control, according to Direct Line’s Mark Evans.
DENVER: Consumers appear to be shunning some of the trends predicated for digital advertising in 2018, according to a new survey which explored attitudes towards video ads, social media, ad blocking and other current issues.
NEW YORK: Practitioners and academics often focus on very different considerations as they conduct advertising research, but a paper in the Journal of Advertising Research (JAR) has argued that this gap is not insurmountable.
WASHINGTON DC: American consumers greatly prefer TV ads over any other channel and this is because TV ads are regarded as entertaining while they also combine video and audio elements, a new survey has found.
NEW YORK: The frequency of using a particular type of media seemingly increases consumers’ trust in advertising through that channel, according to new research published in the Journal of Advertising Research (JAR).
Kristin Hickey, ESOMAR, Congress, 2017
This paper challenges the traditional view of change as the stimulus for opportunity; it instead considers within human change and between human change as fundamental to understanding consumers in an insights and marketing capacity.
Looks at the growth of the health and wellness sector and how smart technology is changing the category, as it has made it easier for consumers to monitor their health and track their fitness goals and has raised expectations of health and wellness brands.