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2015 - International Communication Association 65th Annual Conference Pages: unavailable || Words: 9765 words || 
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1. Ling, Debby., Lee, Debbie., Lai, Aloysius., Yeo, Xinzi. and Jung, Younbo. "Effects of Ad-Profile and Ad-Content Congruence on Attitude Toward the Ad and Brand" Paper presented at the annual meeting of the International Communication Association 65th Annual Conference, Caribe Hilton, San Juan, Puerto Rico, May 21, 2015 Online <APPLICATION/PDF>. 2019-07-18 <http://citation.allacademic.com/meta/p983109_index.html>
Publication Type: Conference Paper/Unpublished Manuscript
Review Method: Peer Reviewed
Abstract: Over the last decade, the field of advertising has expanded rapidly, including new advertising platforms such as the Internet and online video advertising. The purpose of the current study is to investigate the effects of ad-schema congruence (ad-context congruence and ad-profile congruence) on attitude in the new context of pre-roll advertisements. A total of 80 participants took part in a laboratory experiment where three pre-roll ads were paired with short videos. The results (n = 80) show significant main effects of ad-context congruence on perceived irritation and attitude towards the ad. The results also show significant main effects of ad-profile congruence on perceived manipulative intent and attitude towards the brand. In addition, the results of mediation analyses show that perceived irritation and perceived manipulative intent are significant mediators for the effect of ad-context and ad-profile congruence on attitude respectively. Theoretical implications with respect to different psychological mechanisms underlying ad-content and ad-profile congruence, as well as practical implications for advertisers to maximise the effectiveness of pre-roll ads are discussed.

2017 - AEJMC Pages: unavailable || Words: 6035 words || 
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2. Lynch, Kristen., Deng, Tao., Lee, Olivia JuYoung., Hussain, Ali., Clark, Emily., Torres, Alex. and Alhabash, Saleem. "Is it the Ad or What Precedes it?: Responses to Ads Following Emotional Content, an Excitation Transfer Perspective" Paper presented at the annual meeting of the AEJMC, Chicago Marriott Downtown Magnificent Mile, Chicago, IL, Aug 09, 2017 Online <PDF>. 2019-07-18 <http://citation.allacademic.com/meta/p1281964_index.html>
Publication Type: Conference Paper/Unpublished Manuscript
Review Method: Peer Reviewed
Abstract: Based on excitation transfer theory, arousal evoked from a prior stimulus can impact the perception and emotional response subsequent stimuli (Zillman, 1971). Prior advertising research largely focused on ad-elicited emotions and memory outcomes (Bakalash, & Riemer, 2013; Hartmann, Apaolaza, D'Souza, Barrutia & Echebarria, 2014). Little attention has been given to the effects of prior emotional stimuli on processing advertising messages. This study uses a 2 (arousal: low vs. high) x 2 (valence: positive vs. negative) x 3 (ad repetition) x 3 (order) mixed factorial design to investigate the effects of prior exposure of emotional stimuli on later cognitive and affective processing of ads. It is hypothesized that exposure to prior stimuli that are high in arousal and negative valance will produce negative emotions for the preceding ad evidenced by increased heart deceleration, increased skin conductance levels, and increased orbicularis oculi muscle activation; thus resulting in lower ad evaluations. Participant (N=45) were exposed to arousing or calm images that vary in positive or negative emotional valence—selected from the International Affective Picture System (Lang, Bradley, & Cuthbert, 2008)—followed by an ad of a household products of neutral valence; determined by a pretest. Self-reported attitude towards ad and purchase intentions were measured. Results indict that negative images preceding ads produce lower ad and brand rating, purchase intentions and viral behavioral intentions for the ad.

2017 - AEJMC Pages: unavailable || Words: 8735 words || 
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3. Holmes, Todd. "The Influence of Self-Brand Congruity and Ad Position on Emotional Responses to Online Video Ads" Paper presented at the annual meeting of the AEJMC, Chicago Marriott Downtown Magnificent Mile, Chicago, IL, Aug 09, 2017 Online <APPLICATION/PDF>. 2019-07-18 <http://citation.allacademic.com/meta/p1282988_index.html>
Publication Type: Conference Paper/Unpublished Manuscript
Review Method: Peer Reviewed
Abstract: The purpose of this study was to gain a better understanding of self-brand congruity and ad position and how these factors impact emotional responses to embedded online video advertisements. To achieve these aims, an online experiment was conducted based on a two (self-brand congruity) X two (ad position) between-subjects design. Self-brand congruity and ad position were found to significantly impact the pleasure and arousal dimensions of emotional response.

2008 - International Communication Association Pages: unavailable || Words: 6725 words || 
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4. Kim, Youjeong., Kim, Heeseok. and Kim, Nam Young. "Are Pop-Ups Always Annoying? The Moderating Effect of Ad Relevance on Consumers’ Attitude Toward Ads and Websites" Paper presented at the annual meeting of the International Communication Association, TBA, Montreal, Quebec, Canada, May 21, 2008 Online <APPLICATION/PDF>. 2019-07-18 <http://citation.allacademic.com/meta/p233038_index.html>
Publication Type: Conference Paper/Unpublished Manuscript
Abstract: The primary goal of this study is to examine how relevant ad contents to the task moderate the relationship between ad types (pop-up ads and square ads) and consumers’ attitude toward ads and websites. Furthermore, this study provides a theoretical model that explains consumers’ negative responses to Internet ads aroused by ad types could be offset by relevant ads. Through a web experiment (N=104), the study tested a moderating effect of ad relevancy and a mediating effect of annoyance and banner blindness influencing upon consumers’ attitude toward the ads and websites. In the experiment, participants were instructed to imagine that they plan to travel to Alaska during summer vacation and assigned a task to find the best deal for a two-night stay at a local hotel at Alaska from the website that was created for the study. While browsing the website, participants were exposed to either pop-up ads or square ads which contain relevant information (e.g., a good offer for hotel) or irrelevant information (e.g., a good offer for a book sale). This study found a significant main effect for ad type and relevance, and an interaction effect between them. Interestingly, the results show that the level of annoyance was reduced when pop-up ads contained relevant contents to consumers’ tasks. In addition, the annoyance was proved to be mediating between relevancy and ad type, and attitude toward ads. Limitations and the implications for future study would be discussed.

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