Nancy H. Brinson and Steven Holiday
Addressable television is an interactive medium that blends online data personalization with traditional TV content to better address individual consumers and improve advertising…
Abstract
Purpose
Addressable television is an interactive medium that blends online data personalization with traditional TV content to better address individual consumers and improve advertising outcomes. Drawing on the persuasion knowledge model (PKM) and the influence of presumed influence (IPI), this paper aims to examine parents’ beliefs about the nature and persuasive intent of addressable TV advertising targeting their children, and the intervening influence those beliefs have on the parents’ intentions to purchase the advertised products.
Design/methodology/approach
The study used an online survey design to examine the influence that addressable TV ads targeting children have on parents’ consumer behaviors. In total, 196 parents of children aged 3 to 12 completed the study. The majority of respondents had one (23%) or two (40.3%) children were primarily in two-parent (73.5%) or one-parent households (21.9%), and 79.6% indicated that they were mothers. Respondents were 23 to 41 years old (M = 37, SD = 8.03); dominantly Caucasian (77.5%; 16.8% African American); had an education of less than a college degree (65.3%); and a median household income of $50,000–$75,000 (73.5%).
Findings
Findings from this study indicate beliefs that a TV ad personally addressing their children positively influence parents’ purchase intentions, and this influence is partially mediated by perceptions of children’s susceptibility to the ad and perceptions of the likelihood of children’s purchase requests. Beliefs in children’s susceptibility to an ad’s addressability alternatively negatively mediates parents’ purchase intentions when not sequentially mediated by beliefs in the likelihood of children’s purchase requests.
Originality/value
Currently, there is little published research related to parents’ perceptions about the effects of personalized advertising targeting their children in general, and none that consider addressable TV advertising or the indirect influence this targeted advertising has on parents. Thus, this study provides important insights for scholars interested in theoretical implications related to addressable TV advertising, as well as practitioners seeking to enhance addressable TV advertising outcomes.
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Nancy H. Brinson and Brian C. Britt
One of the most effective tools used by interactive marketers is personalized advertising, which allows consumers to directly respond to customized offers to purchase a brand’s…
Abstract
Purpose
One of the most effective tools used by interactive marketers is personalized advertising, which allows consumers to directly respond to customized offers to purchase a brand’s products and services. Yet, recent studies show many consumers are installing ad blockers to avoid personalized ads. This study aims to examine how ad skepticism, ad relevance and ad irritation predict ad avoidance directly, as well as indirectly through consumers’ attitudes toward personalized advertising. Also, considered were how these antecedents’ study in tandem to trigger consumers’ desire to avoid ads by installing ad-blocking software.
Design/methodology/approach
An online survey was administered to a pool of 1,313 paid panelists who were familiar with ad blocking and reported that they either currently used an ad blocker, previously used an ad blocker, were considering using an ad blocker or did neither use nor were they considering using an ad blocker. All hypotheses were addressed via path modeling using PROC CALIS in SAS 9.4.
Findings
Results indicate that attitudes toward personalized advertising are more complex than attitudes toward advertising in general and mediate the effect of ad relevance on ad avoidance. Likewise, trust in interactive marketers moderates attitude toward personalized advertising and the negative outcomes of ad avoidance and ad blocker usage among skeptical consumers. Also, the reported differences in ad avoidance based on participants’ current vs previous ad blocker usage suggest that former users are using a more sophisticated evaluation of the costs and benefits of using ad blockers.
Practical implications
Consumers’ trust in an interactive marketer to properly collect and use their information plays an important role in moderating negative outcomes associated with personalized advertising. Also, the key is the use of high-quality data (best obtained through a permission-based relationship with the consumer) to deliver relevant ads without stimulating reactance or (privacy-related) boundary turbulence. Findings suggest that bolstering trust by engaging in a transparent, permission-based relationship with consumers may mitigate the tendency to adopt ad blockers and enhance the effectiveness of interactive marketing efforts.
Originality/value
Ad blocking presents a significant threat to the effectiveness of interactive marketing efforts like personalized advertising. Previous research on the antecedents of ad blocking is limited, considers a broad range of factors and offers mixed findings. The present study examines an informed set of cognitive and affective factors suggested by previous ad blocking studies to predict consumers’ desire to avoid personalized ads by installing ad-blocking software. Given the continued threat to the interactive marketing industry posed by ad blocking, a greater understanding of consumers’ motivations to adopt and use ad blockers is critical.
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Nancy H. Brinson, Laura L. Lemon, Coral Bender and Annika Fetzer Graham
The purpose of this study is to examine whether consumers are able to critically evaluate promotional content presented by a podcast host with whom they have a parasocial…
Abstract
Purpose
The purpose of this study is to examine whether consumers are able to critically evaluate promotional content presented by a podcast host with whom they have a parasocial relationship, and how this interaction impacts the listeners’ behavioral intentions toward the advertised brand.
Design/methodology/approach
Using a blended theoretical foundation of Persuasion Knowledge Model and Parasocial Interaction theory, this between subjects’ experimental study examined the effects of a traditional advertisement versus a host-read promotional message for the same brand in a highly rated podcast among listeners who reported varying levels of a parasocial relationship (PSR) with the host.
Findings
Results from a moderated mediation analysis suggest that a PSR with the podcast host decreased evaluative persuasion knowledge about the promotional message presented, which indirectly enhanced respondents’ intention to seek more information about the promoted brand.
Originality/value
This study extends the limited research examining the effects of promotional messaging delivered by podcast hosts with whom audiences have a PSR, and how this interaction impacts the listeners’ behavioral intentions. Theoretical contributions and practical implications for podcast marketers are also discussed.
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Laura L. Lemon, Claudia Bawole, Nancy H. Brinson and Bahareh Amini
The purpose of this paper is to use the concept of boundary turbulence from Communication Privacy Management (CPM) theory to better understand how employee monitoring impacts…
Abstract
Purpose
The purpose of this paper is to use the concept of boundary turbulence from Communication Privacy Management (CPM) theory to better understand how employee monitoring impacts employee engagement. This study is one of the first in corporate communication to combine the frameworks of CPM and employee engagement to better understand employee experiences.
Design/methodology/approach
To answer the research question, we conducted an online, open-ended survey that asked 633 participants to provide feedback regarding being monitored at work and how these experiences impacted their engagement with their employer.
Findings
This study sought to understand how boundary turbulence occurs in relation to employee engagement when employees are monitored at work. In total, four examples of boundary turbulence were illustrated in the data: employer monitoring creates distrust; employees find ways to resist being monitored; monitoring doesn’t accurately capture employee engagement; and monitoring leads to disengagement.
Originality/value
The findings from this study lead to important conclusions regarding what happens when employees experience boundary turbulence, and how it relates to employee engagement. This study illustrates how employee monitoring is interpreted as an attempt to control employees, which can lead to distrust and negatively impact employee engagement. Furthermore, boundary turbulence can threaten psychological safety and presence, which can cultivate employee disengagement. Therefore, employees may seek out ways to actively resist, which reiterates that internal publics are distinctive, active, and agentic audiences that cannot be forgotten or assumed.
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Jackie Marshall Arnold and Mary-Kate Sableski
To describe the development of a rubric for identifying diversity in children’s literature to inform literature selection for classroom instruction. Drawing on research literature…
Abstract
To describe the development of a rubric for identifying diversity in children’s literature to inform literature selection for classroom instruction. Drawing on research literature and data collection reporting the need for increased awareness of the use of diverse children’s literature in elementary and middle school classrooms, we designed and field-tested a rubric for use in identifying diversity in children’s literature. Using constant comparative methods to identify themes in the data, we continually refined the categories in a rubric designed to guide the selection of diverse children’s literature. Content analysis of children’s literature for diverse elements informed the development of the rubric categories. The results of this study produced a field-tested rubric that can be utilized by classroom teachers and researchers to guide their literature selections with the goal of representing increased diversity. Findings demonstrated that a rubric with four clearly defined categories was more user-friendly to classroom teachers, and that applying the rubric when discussing children’s literature led to conversation and collaboration among colleagues. This study demonstrated that the rubric can be applied to literature selections with classroom teachers and can be used to stimulate conversation about diversity in children’s literature as it applies to the classroom context. This chapter’s rubric provides a useful tool for classroom teachers. Teachers can use this tool to assist them in selecting diverse children’s literature for their classrooms. Administrators and literacy coaches can use this rubric as a way to stimulate conversation surrounding diverse children’s literature.
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It speaks well for the work of the ad hoc committee on the use of Chemical Preservatives in Food appointed by the then Minister of Health about forty years ago that the result of…
Abstract
It speaks well for the work of the ad hoc committee on the use of Chemical Preservatives in Food appointed by the then Minister of Health about forty years ago that the result of their work—the Public Health (Preservatives, etc., in Food) Regulations, 1925—should have lasted so long with relatively small amendment. The framework of these first regulations has been kept in the new Preservative in Food Regulations, 1962, which came into operation in July. Before 1925, boric acid, salicylates, formaldehyde and fluorine compounds were used extensively in foods without any real control and in so many different foods that the cumulative hazard was considered dangerous.
It's no surprise that the early 1980s have witnessed a resurgence of interest in etiquette books, since that's that usual reaction after a period of loose morals. The current…
Abstract
It's no surprise that the early 1980s have witnessed a resurgence of interest in etiquette books, since that's that usual reaction after a period of loose morals. The current vogue features the New Right, short haircuts, and proper behavior, a predictable backlash after the “Age of Aquarius,” the hedonistic 1960s: the age of love‐ins, be‐ins, and smoke‐ins. Two bestselling etiquette books in particular have parlayed this social milieu into commercial success: Miss Manners' Guide to Excruciatingly Correct Behavior (1982), and Eve Drobot's Class Acts (1982). Ms. Drobot, a Canadian journalist, realizes that those of the tribal 1960s have “shucked blue‐jeans in favor of 3‐piece suits: we are junior members of law firms…we have to take clients out to lunch, attend cocktail parties, and travel on business.”