Jeffrey R. Carlson

The Role of Regulatory Focus and Self-View in 'Green' Advertising Message Framing

Abstract This research draws on theoretical perspectives related to regulatory focus and self-view in the context of “green” advertising appeals. A pattern of results similar to that typically reported in the literature is replicated (i.e., promotion-framed messages are more persuasive for individuals with an active independent self-view, whereas prevention-framed messages are more persuasive for individuals with an active interdependent self-view)—but only when persuasive messages focus on personal health appeals. A considerably different set of relationships is observed when messages focus on environmental appeals. Consistent with our theoretical expectations regarding goal compatibility effects, prevention-(as opposed to promotion-) focused environmental appeals generated more favorable attitudes for individuals who are situationally primed to have an independent self-view. In the interdependent self-view condition, the promotion-focused appeals performed as well as or better than the prevention-focused appeals. The theoretical and managerial implications of these findings are discussed, and future research directions are offered.

Brand engagement on social media: will firms’ social media efforts influence search engine advertising effectiveness?

ABSTRACT Although firms leverage social media platforms such as Facebook to engage with customers, they often treat social media elements and other online marketing activities such as search engine advertising as stand-alone, rather than part of an integrated online activities system. Hence, it is important to systematically understand how specific elements of social media, signifying and representing behavioural manifestations of brand engagement, relate to other online activities. We study how three types of brand engagement on social media – affiliation, conversation and responsiveness – influence search engine advertising effectiveness, including click-through rate and conversion rate. Specifically, we find that affiliation, conversation and responsiveness increase click-through rate and conversion rate. Moreover, brand engagement on social media strengthens the relationships between advertisement rank and search engine advertising effectiveness.

Abstract: The Effect of Online Daily Deal Promotions on Consumer Discounting of Discounts

This research sheds light on the theoretical mechanism behind consumer discounting of discounts and extends it to the online daily deal context. Based on advertising and behavioral pricing research, we develop and empirically test a conceptual model of the effects of discount level and daily deal promotion presence on consumer perceptions of discount credibility, the extent of discounting of discounts, and change in purchase intentions for brands with average reputations (study 1) and high reputations (study 2).

Reconceptualizing, Measuring, and Managing Time and Key Temporal Factors in Modern Marketing: A Conceptual Framework of Holistic Time—Abstract

Historically, when issues of time and temporality were considered within marketing and other contexts, they were viewed in a defined and discriminant manner as reflected through clock and/or calendar time, i.e., objective time. While the use of objective measures has traditionally been appropriate when considering time, anecdotal evidence and recent work across multiple disciplines suggest the value of applying alternate, nonlinear temporal frameworks (Kaufman-Scarborough 2006; Lee and Liebenau 1999; Mosakowski and Earley 2000). These discussions suggest that while objective time remains situationally relevant, it is in itself an insufficient means by which to examine antecedent, focal, and outcome variables and that the use of alternate temporal conceptual frameworks should provide additional insights.

Consumers’ Perceptions of Online and Bricks-and-Mortar Advertised Price Promotions

The objective of this research is to extend the existing research on consumers’ discounting of discounts to the online shopping channel. We investigate consumers’ perceptions of and behavioral intentions with regards to advertised price discounts for online and bricks-and-mortar stores as well as for name brand and store brand products. Specifically, the extent to which consumers discount the advertised discount level is examined. Lastly, the price discount thresholds and saturation points are determined and compared across the two retail channels and product brands. Overall, this research provides a contemporary analysis of consumers’ perceptions and responses to advertised price discounts and offers a comprehensive analysis of all possible discount levels (from 10 to 90 %). This is the first research to include an investigation in an online retailing context and compare the results to a traditional bricks-and-mortar context. Results demonstrate that there is a greater discounting of discounts online versus in a bricks-and-mortar retail context, and, for low reputation brands, the promotion threshold level is higher in an online context, compared to bricks-and-mortar.