We are dedicating this week’s #FacultyFriday to Dr. Jamie Grigsby! Over the past summer, she’s published her research in the Journal of Advertising, the Journal of Consumer Behaviour, and with the help of Marketing Professor, Dr. Jenifer Skiba, the Journal of Interactive Advertising. Congratulations, Dr. Grigsby.
You may find the articles, along with their respective journals, outlined below.
Abstract
“Storytelling is a common tactic used by marketers to connect with consumers and persuade through narrative transportation. While researchers have explored how narrative transportation can be generated through many different mediums, little research has investigated how narrative transportation can be achieved through a single image, such as those used for print ads and billboards. This research examines how single-image, picture-based ads with high levels of depicted movement can prompt consumers to empathize with characters in the ad, activate their imagination, and experience narrative transportation leading to more positive attitudes toward that ad. In addition, when ads incorporate a design tactic that requires inductive inference, such as showing products as humanized, narrative transportation can be generated even in the absence of depicted movement. This research adds to the narrative transportation literature by providing depicted movement and humanization as specific tactics advertisers can use in a single image to persuade through narrative transportation.”
Abstract
“While a great deal of research has explored how different formats of online reviews can influence the review reader, less research has explored how writing in different styles of reviews can influence the review writer. This research contributes to the online review literature by exploring how informational versus story review formats influence the review writer’s product or service evaluation. Although prior research has found that stories are effective at persuading readers, the current research finds evidence to the contrary for review writers. Writers of negative informational reviews reported evaluations that were less negative after writing the review compared to those who wrote story reviews. Surprisingly, negative informational reviews can make positive aspects of the product or service experience more salient, hence tempering the effects of a negative product experience and positively influencing evaluations. If retailers are interested in improving consumers’ product or service evaluations after a negative experience, this research suggests that they would be better served by asking consumers to write an informational review as compared to a story review.”
Abstract
“Despite the growing popularity of influencer advertising among advertisers, little is known regarding influencer advertising effectiveness, particularly in relation to advertising design factors. The current research seeks to address this gap by exploring how influencer presence (whether or not the influencer appears in the ad) and ad source (whether the brand or the influencer posts the ad to social media) interact with consumer age to influence self–brand connections. It suggests that influencer presence can positively influence self–brand connections; however, the effectiveness of influencers is limited for younger consumers. It highlights the importance of building self–brand connections through influencer advertising by showing a positive relationship with brand attitudes and likelihood to spread electronic word-of-mouth.”