European Advertising Academy

Executive Board Members:S. Diehl, Klagenfurt, AustriaM. Eisend, Frankfurt (Oder), GermanyR. Heath, Bath, United KingdomT. Langner, Wuppertal, GermanyP. Neijens, Amsterdam, NetherlandsS. Okazaki, London, United KingdomP. De Pelsmacker, Antwerp, BelgiumS. Rosengren, Stockholm, SwedenE. Smit, Amsterdam, NetherlandsR. Terlutter, Klagenfurt, AustriaH. Voorveld, Amsterdam, Netherlands

Th e objective of the European Advertising Academy (EAA) is to provide a profes-sional association to academics and practitioners interested in advertising and its applications that will promote, disseminate and stimulate high quality research in the fi eld.

Executive Board Members:Prof. Sandra DiehlUniversity of Klagenfurt

Prof. Martin EisendEuropean University ViadrinaFrankfurt (Oder)

Prof. Robert HeathUniversity of Bath

Prof. Tobias LangnerBergische University Wuppertal

Prof. Peter NeijensUniversity of Amsterdam

Prof. Shintaro OkazakiKing’s College London

Prof. Patrick De PelsmackerUniversity of Antwerp

Prof. Sara RosengrenSchool of Economics, Stockholm

Prof. Edith SmitUniversity of Amsterdam

Prof. Ralf TerlutterUniversity of Klagenfurt

Prof. Hilde VoorveldUniversity of Amsterdam

Peeter Verlegh • Hilde VoorveldMartin Eisend (Eds.)

Advances in Advertising Research (Vol. VI)

The Digital, the Classic,the Subtle, and the Alternative

EditorsPeeter VerleghVrije UniversiteitAmsterdam, The Netherlands

Hilde VoorveldASCoRUniversity of AmsterdamThe Netherlands

Martin EisendEuropa-Universität ViadrinaFrankfurt (Oder), Germany

European Advertising AcademyISBN 978-3-658-10557-0 ISBN 978-3-658-10558-7 (eBook)DOI 10.1007/978-3-658-10558-7

Library of Congress Control Number: 2015944170

Springer Gabler© Springer Fachmedien Wiesbaden 2016This work is subject to copyright. All rights are reserved by the Publisher, whether the whole or part of the material is concerned, specifi cally the rights of translation, reprinting, reuse of illus-trations, recitation, broadcasting, reproduction on microfi lms or in any other physical way, and transmission or information storage and retrieval, electronic adaptation, computer software, or by similar or dissimilar methodology now known or hereafter developed.The use of general descriptive names, registered names, trademarks, service marks, etc. in this publication does not imply, even in the absence of a specifi c statement, that such names are exempt from the relevant protective laws and regulations and therefore free for general use. The publisher, the authors and the editors are safe to assume that the advice and information in this book are believed to be true and accurate at the date of publication. Neither the publisher nor the authors or the editors give a warranty, express or implied, with respect to the material contained herein or for any errors or omissions that may have been made.

Printed on acid-free paper

Springer Gabler is a brand of Springer Fachmedien WiesbadenSpringer Fachmedien Wiesbaden is part of Springer Science+Business Media(www.springer.com)

Advances in Advertising Research: The Digital, The Classic, The Subtle and The Alternative

The book that you have in front of you is the fifth volume of “Advances in Advertising Research.” The series has its roots in the International Conference on Research In Advertising (ICORIA), which is organized every year by the European Advertising Academy. The editors of the series invite the authors of some of the most interesting papers at the conference, asking them to expand their work into a book chapter. The present edition is tied to the 13th ICORIA, organized at the University of Amsterdam, The Netherlands. This conference drew a record attendance, with more than one hundred papers being presented by authors from five continents. The competition was fierce, which has resulted in thirty high quality chapters for this volume.

Based on the content of the different chapters we divided this volume into four different sections. Together, these sections present an excellent overview of the wide array of topics that is studied by advertising academics. The four sections are titled “The Digital,” “The Classic,” The Subtle,” and The Alternative.”

The Digital is a collection of eight papers that look at advertising in online and social media. Over the past few years, this area has become an important part of mainstream advertising, and an ever larger proportion of advertising spending is devoted to this domain. Academics have quickly followed this trend, as illustrated by these papers. The section starts with a chapter by the winner of the ICORIA best student paper award (Bernritter) that focuses on the question which brands are more likely to be endorsed on social media like Facebook. The section continues with four more papers on social media, with topics ranging from consumers engagement in online word of mouth to brands’ use of Twitter during the Super Bowl. The remaining chapters in this section focus on other topics in the digital domain, including the use of 3D imaging and pre-roll ads on online videochannels.

The Classic section is juxtaposed to the “brave new world” of digital advertising, and brings together nine papers dealing with print and TV advertising. It should be noted, however, that many of the chapters in this section can easily be extended into the digital domain: they deal with topics like celebrity endorsements, the use of different message strategies, and the impact of different types of advertising appeals (e.g., emotional, threat, gender egalitarian) on consumers. The first chapter of this section, written by Arslanagić-Kalajdžić and Zabkar, is again noteworthy, because it is based on one of the two papers that were voted “best conference paper” at the ICORIA conference. This

VI Preface

particular chapter studies the world behind the ads, and focuses on the relationships between advertising agencies and their clients.

The Subtle consists of five chapters that build on the idea that the most powerful effects of advertising occur outside of the awareness of consumers. This notion is reflected in recently developed advertising formats (i.e., brand placement, sponsored programs) that blend commercial messages with editorial content. These formats are the focus of three of the five chapters in this section. The word “subtle” also refers to the measures that are used in three of the chapters. In recent years, academics have developed a range of methods (“implicit measures”) that allow for the subtle effects of advertising that often occur outside the awareness of consumers. This section includes a theoretical chapter that discusses the importance of dissociations between implicit and explicit measures, but also an empirical chapter that uses both types of measures to study the impact of brand placements on consumers.

The Alternative is a collection of eight “outsiders,” studies that look at unconventional and (in some cases) new forms of advertising. The advertising industry is always looking for new ways to grab consumers’ attention and break through the clutter. In the past few years, creative media use has been the subject of a number of studies. Creative media are media that are not traditionally seen as carriers of promotional messages, and may include shopping carts, fire extinguishers or drinking straws. In creative media use, the medium is an integral part of the advertisement. This section includes no less than three chapters on this topic, of which the first one (Eelen and Seiler) is the co-winner of the ICORIA best paper award. Other chapters in this section study topics such as in-store communication, and communication via packaging and brand logos.

Together, these four sections contain thirty chapters representing the state of the art of international advertising research: creative studies that cover a wide range of topics in advertising, and have important implications for practice. The chapters also provide fresh ideas for future avenues of research in this exciting field of study.We thank our co-organizers of the 2014 ICORIA: Edith Smit, Peter Neijens, and Eva van Reijmersdal, and everyone else at the University of Amsterdam and the EAA who has helped to make this conference a big success. We hope that you enjoy the chapters in this volume and that you get inspired to develop your own ideas and studies for future ICORIA conferences and chapters for future volumes of this series.

Peeter W.J. Verlegh, Hilde A.M. Voorveld, and Martin Eisend

The objective of the association is to provide a professional association to

academics and practitioners interested in advertising and its applications that will promote, disseminate and stimulate high quality research in the field.

The association particularly serves as a meeting and communication forum for its members. It offers a network for the exchange of knowledge on an international level and constitutes a framework allowing for a better dissemination of information on research and teaching.

The association also aims at the development of relations with all other professional and research-oriented associations which are active in the field, as well as with European or international committees and authorities concerned with political decision making, active in this field.

The EAA is closely related to the yearly International Conference on Research in Advertising (ICORIA). The purpose of the conference is to create a forum where people studying advertising in the academic world could exchange ideas, and where they could meet with practitioners who have experience with advertising in the commercial world.

Every natural person that is professionally concerned with or interested in research or teaching in the field of advertising is, irrespective of nationality, eligible to become a full member of the association.

For further information please visit our website: www.icoria.org

Table of Contents Preface V I. The Digital: Advertising in Online and Social Media Stefan F. Bernritter Signaling Warmth: How Brand Warmth and Symbolism Affect Consumers’ Online Brand Endorsements 1 Leonidas Ηatzithomas, Christina Boutsouki, Vassilis Pigadas, and Yorgos Zotos PEER: Looking into Consumer Engagement in e-WOM through Social Media 11 Mark Kilgour, Sheila Sasser and Roy Larke How to Achieve a Social Media Transformation 25 Chong Oh, Sheila Sasser, Chelsea Lockwood-White, and Soliman Almahmoud Discovering Twitter Metrics for Creative Super Bowl Campaigns 37

Dóra Horváth and Ariel Mitev Memes At An Exhibition: Consumer Interpretations Of Internet Memes 51 Sabrina M. Hegner, Daniël C. Kusse, and Ad T. H. Pruyn Watch it! The Influence of Forced Pre-roll Video Ads on Consumer Perceptions 63 Kung Wong Lau and Pui Yuen Lee The Role of Stereoscopic 3D Virtual Reality in Fashion Advertising and Consumer Learning 75 Heike Kniesel, Martin K. J. Waiguny, and Sandra Diehl Effects of Online Review Response Strategies on Attitudes toward the Hotel 85

X Table of Contents

II. The Classic: Advertising Strategies for Print, TV and Radio Maja Arslanagic-Kalajdzic and Vesna Zabkar Understanding Agency-Client Relationships Better Through Clients’ Perceptions of Value and Value Antecedents 101 Margot J. van der Goot, Eva A. van Reijmersdal, and Mariska Kleemans The Effects of Emotional Television Advertising on Older and Younger Adults 115 Nora J Rifon, Mengtian Jiang, and Sookyong Kim Don’t Hate me Because I am Beautiful: Identifying the Relative Influence of Celebrity Attractiveness and Character Traits on Credibility 125 Jörg Matthes, Franziska Marquart, Florian Arendt, and Anke Wonneberger The Selective Avoidance of Threat Appeals in Right-Wing Populist Political Ads: An Implicit Cognition Approach Using Eye-Tracking Methodology. 135 Barbara Mueller, Sandra Diehl, and Ralf Terlutter The Effects of Gender Egalitarian Appeals in Advertisements on American Consumers 147 Ivana Bušljeta Banks and Patrick De Pelsmacker An Examination of the Current Usage of Probability Markers in Print Advertising: A Content Analysis of Belgian Ads 163 Lampros Gkiouzepas and Margaret K. Hogg Towards A Revised Theory of Visual Signification 179 Liyong Wang and Carolus L. C. Praet Message Strategy Typologies: A Review, Integration, and Empirical Validation in China 201 Niklas Bondesson and Sara Rosengren Understanding Employee Perceptions of Advertising Effectiveness 215

Table of Contents XI

III. The Subtle: Mixing Advertising and Content Yann Verhellen, Patrick De Pelsmacker, and Nathalie Dens The Immediate and Delayed Effect of an Advertiser Funded Program on Consumers’ Brand Attitudes: A Field Study 229 Liselot Hudders, Veroline Cauberghe, Katerina Panic, and Wendy De Vos Children’s Advertising Literacy for New Advertising Formats: The Mediating Impact of Advertising Literacy on the (Un)Intended Effects of Advergames and Advertising Funded Programs 241 Annemarie M. Wennekers, Lisa Vandeberg, Kim Zoon, and Eva A. van Reijmersdal Distinguishing Implicit from Explicit Brand Attitudes in Brand Placement Research 253 Lisa Vandeberg, Annemarie M. Wennekers, Jaap M.J. Murre, and Edith G. Smit Implicit and Explicit Measures: What Their Dissociations Reveal About the Workings of Advertising 269 Peter Lewinski, Ed S. Tan, Marieke L. Fransen, Karolina Czarna, and Crystal Butler Hindering Facial Mimicry in Ad Viewing: Effects On Consumers’ Emotions, Attitudes And Purchase Intentions 281

XII Table of Contents

IV. The Alternative: Advertising on Products, Floors and Carts Jiska Eelen and Roxana Seiler Creative Media Use Increases Online Sharing of Your Ad (but Seems Less Effective for Your Brand) 291 Fabiënne Rauwers and Guda van Noort The Underlying Processes of Creative Media Advertising 309 Verena M. Wottrich and Hilde A. M. Voorveld Creative vs. Traditional Media Choice: Effects on Word-of-Mouth and Purchase Intention 325 Bruno Veloso and Luisa Agante The Effects of Floor Advertising Directed to Children in a Food Retail Environment 337 Verena Huettl-Maack and Johanna Schwenk Effects of Multilingual Product Packaging on Product Attitude, Perceived Quality, and Taste Perceptions 351 Iris van Ooijen The Power of Symbolic Packaging Cues 365 Bo van Grinsven and Enny Das I Love You Just The Way You Are: When Large Degrees of Logo Change Hurt Information Processing and Brand Evaluation 379 Ingrid Moons and Patrick De Pelsmacker The Effect of Evoked Feelings and Cognitions, Parent Brand Fit, Experiences and Brand Personality on the Adoption Intention of Branded Electric Cars for Early and Late Adopter Segments 395