Mistaken Inferences from Advertising Conversations: A Modest Research Agenda
Mistaken Inferences from Advertising Conversations: A Modest Research Agenda
复制标题
广告对话中的错误推论：一个适度的研究议程
DOI：
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发表时间：
2016
期刊：
影响因子：
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通讯作者：
G. Johar
中科院分区：
文献类型：
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作者：
G. Johar
我回顾了不断变化的广告格局，并认为广告的定义已经发生了本质上的变化。利用当前的广告背景，我提出了消费者行为学者可以很好地解决的研究问题。该研究议程植根于对广告的现实观察，可以帮助我们开发关于广告何时、如何以及为何影响和说服消费者的新理论。本文中反复出现的主题是，消费者可能会因来自多个渠道和来源的信息过载而被误导。我使用广告作为对话的比喻来得出假设并在实验中测试这样的假设。最后我对广告影响力衡量进行了总结和讨论。
I review the changing advertising landscape and suggest that the definition of advertising has inherently changed. Using the current advertising context, I develop research questions that consumer behavior scholars are well poised to address. This research agenda is rooted in real-world observations about advertising and can help us develop new theories about when, how, and why advertising influences and persuades consumers. A recurring theme in this article is that consumers may be misled due to information overload from multiple channels and sources. I use the advertising-as-conversation metaphor to derive hypotheses and test one such hypothesis in an experiment. I end with a summary and discussion of advertising impact measurement.
影响因子：
5.4
作者：
Riemer, Hila;Shavitt, Sharon;Markus, Hazel Rose
通讯作者：
Markus, Hazel Rose