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Behavioral targeting has become a popular marketing strategy among brands as it enables advertisers to display ads to consumers based on their previous surfing behaviors. The purpose of this paper is to investigate the effectiveness of behaviorally targeted ads for luxury brands and to explore how and when behavioral targeting works.

A 2 (targeted vs non-targeted ads) ×2 (culture: China vs the Netherlands) between-subjects factorial design is conducted to test the hypothesis.

The result reveals that as for luxury brands, behavioral targeting can shorten the psychological distance and in turn lead to a more positive attitude toward the ad. However, the effect of behavioral targeting depends on the culture. In the Netherlands, behavioral targeting can enhance the attitude toward the ad by lowering the psychological distance. However, in China, these effects are mitigated.

This study contributes to the research of online luxury marketing. First, luxury brands should adapt their marketing strategy to different regional markets. In addition, luxury marketers should not worry about a shorter distance with consumers caused by the use of internet. A shorter distance does not mean to reduce an aura of mystery, but to build up a closer relationship with consumers. Luxury brands are not necessary to be aloof and supercilious like an indifferent robot. A closer relationship with consumers brings more positive effects.

The current research makes important contributions both to the scientific literature and to the luxury industry. First, this research reveals the effectiveness and underlying mechanisms of behavioral targeting for luxury brands and also compares the effectiveness of behavioral targeting in two cultures, which contributes to the current cross-cultural studies and international marketing research. Second, this study also helps luxury marketers to realize the importance of behavioral targeting and to know how and when they can use this new marketing strategy in a global environment.

The current study examines the effectiveness of brand integrations in music videos by taking into account the impact of both brand placement characteristics (i.e., brand prominence, valence of artist–brand relationship) and audience characteristics (i.e., artist connectedness).

A 2 (prominence: prominent vs. subtle) by 2 (valence: positive vs. negative) by 2 (connectedness: high vs. low) between-subjects experimental design is used. Each respondent first watched one music video via YouTube in which one branded product was placed either prominently or subtly. To manipulate the valence of the artist–brand relationship respondents were instructed to read a magazine article that revealed either a positive or negative attitude of the artist toward the placed brand. Two hundred twenty young adults participated in this study.

This study shows that prominent placements appear to be beneficial for the attitude toward the integrated brand when an individual is strongly connected to the artist in the music video, while subtle placements are beneficial both when an individual is weakly or strongly connected to the artist. Further, negative celebrity-brand relationships do not seem to affect brand attitudes in a negative way.

Embedding the brand in a music video gives marketers and advertisers the chance to reach consumers in a new, creative way. But this study shows that the advertiser should pay attention to the way in which the brand is integrated. Further, negative celebrity information does not seem to affect brand attitudes in a negative way. This makes the music video a very interesting medium for advertisers.

The current study contributes to previous research on brand placement by investigating the effectiveness of brand placements in music videos and the role of artist connectedness. In addition, the study is original as it includes valence in the model.

The purpose of this paper is to investigate the effect of level of graphic threat (weak and strong) and the amount of information (low and high) on message effectiveness for an unfamiliar (a muscle disorder due to lack of physical exercise) vs a familiar (injuries as a result of traffic accidents due to drunk driving) issue.

The method employed was experimental 2 (issue familiarity: unfamiliar, familiar issue)×2 (amount of information: low, high)×2 (graphic threat level: weak, strong) full factorial between‐subjects design. Data are collected from a sample of 206 Belgians.

It was found that a strong graphic threat message has a greater effect for an unfamiliar than for a familiar issue. For a familiar issue, adding information to a weak threat appeal increases perceived severity. For an unfamiliar issue, adding information to a strong graphic threat appeal has a similar effect. Perceived severity of threat, perceived probability of occurrence, evoked fear and perceived coping efficacy have a significant effect on the intention to adopt the recommended behavior. For an unfamiliar issue, perceived efficacy and perceived probability of occurrence primarily have the greatest impact on coping intention. For a familiar issue, perceived severity, evoked fear and perceived efficacy determine coping intention.

The results substantially support the use of different message tactics for health threats that are either new or familiar for the target group.

Most studies have limited themselves to studying the impact of threat strength on perceived threat and response efficacy, on evoked fear and on message acceptance. The present study adds the contextual and message elements, namely issue familiarity and amount of information provided, the link of which with threat appeal has – as far to the authors' knowledge never been studied before in one integrated analysis.

This study aims to address the credibility effects of refutational versus non-refutational two-sided messages. Additionally, it aims to unravel the moderating role of issue ambivalence and argument type.

A 2 × 2 × 2 between-subjects factorial experimental design (N = 853 adolescents) investigates the effect of eight anti-binge drinking and anti-marijuana messages on source and message credibility.

The results show that refutation increases credibility compared to non-refutation. Additionally, a three-way interaction effect is found: credibility depends on the ambivalence of the issue and the argument type.

First, this study clarifies the inconsistencies found in previous literature regarding (non-)refutational two-sided messages by addressing two important (and so far neglected) moderating variables. Second, we provide useful new insights for health practitioners who develop campaigns to prevent drug abuse among adolescents.