Journal of Advertising Research

Journal of Advertising Research

Published by Taylor & Francis on behalf of the Advertising Research Foundation

Online ISSN: 1740-1909

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Print ISSN: 0021-8499

Disciplines: Advertising

Journal websiteAuthor guidelines

Top-read articles

75 reads in the past 30 days

Descriptive Information and Pre-Existing Media Use: Overall, and by Condition
Dependent Variable Means by Condition
Disruptive versus Nondisruptive Advertising In Online Streaming Video Services: How Does Advertisement Placement Affect Consumer Perceptions and Ad Effectiveness?

March 2023

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679 Reads

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8 Citations

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Aims and scope


The mission of the Journal of Advertising Research (JAR) is to act as the research and development vehicle for professionals in all areas of marketing including media, research, advertising and communications.

  • JAR provides a forum for sharing findings, applications, new technologies and methodologies, and avenues of solution. Its primary audience is academics, as well as the practitioner at all levels of practice.
  • The journal encourages dialogue between practitioners and academics to expand the scientific body of knowledge about all facets of marketing and advertising research, and to ‘to further, through research, the scientific practice of advertising and marketing’.

For a full list of the subject areas this journal covers, please visit the journal website.

Recent articles


Masters of Insight: When Marketing Art Meets Marketing Science: Adapted Excerpts of Winning Case Studies From the 2016 David Ogilvy Awards
  • Article

January 2025




Effects of Offline Versus Online Promotional Media on Consumer Response: Can Print versus Online Coupons Be More Effective At Increasing Redemption Behavior?

December 2024

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5 Reads

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Soonho Kwon

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Naoto Onzo

In the digital age, marketers are increasingly utilizing online sales promotions. This study, however, hypothesized that offline (versus online) media more effectively induce consumer behavioral responses to sales promotion. Field and lab experiments supported this hypothesis, showing that sending print (versus online) coupons increased redemption behavior. This effect was mediated by cognitive engagement with the content and was more pronounced among consumers with low (versus high) brand attachment. These results were consistently replicated across different product categories. This study provides behavior-based evidence supporting the effectiveness of offline media and highlights brand attachment as a new moderator of the effect.











Immersive Advertising—A Review and Research Agenda: Potential Effects of and Considerations for AR, VR, and MR Advertisements
  • Article
  • Full-text available

July 2024

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53 Reads


How the Presence of Employee Avatars Affects Metaverse Shopping Behavior: “Can I Help You Buy Condoms?” Virtual Sales Promotions in Embarrassing Shopping Settings

July 2024

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57 Reads

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3 Citations

Brands are increasingly using the metaverse to promote sales of products and services, but the social influence of avatars in that context is largely unknown. Grounded in social impact theory and impression management literature, this research investigates the impact of retail store employee avatar presence on consumer behavior. Two between- subjects studies from laboratory and online settings uncover consumers’ aversive responses to employee avatar presence—living (human) and nonliving (robot)—on several key outcomes. This negative effect only emerges in embarrassing shopping settings, such as the purchase of condoms and adult diapers, but not in ordinary (nonembarrassing) settings.







How Virtual Reality Can Increase Effectiveness of Prosocial Advertising: Put Yourself in the Donee’s Shoes: The Effect of Virtual Reality on Charitable Donations

April 2024

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154 Reads

This study investigates the effectiveness of virtual reality (VR) advertising in promoting charitable donations. The results indicated that, when compared with the traditional two dimensional format, VR advertising can increase the number of people who decide to donate, as well as the amount donated. This favorable effect was achieved through a serial mediating effect of vicarious experience and existential guilt. Additionally, the findings also identified the need for stimulation as a boundary condition, suggesting that individuals with a low (versus high) need for stimulation were not influenced by the mediating process of VR prosocial advertising on charitable donations.


Ignite the Scent: The Effectiveness of Implied Explosion in Perfume Ads: How Dynamic Images and Messaging Drive Scent Perception and Purchase Intention

April 2024

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70 Reads

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1 Citation

Scent is an important product attribute and an integral component of the consumption experience as consumers often want to perceive a product’s smell to make a well-informed purchase decision. It is difficult, however, to communicate the properties of a scent without the physical presence of odorants. Through five experiments conducted in a perfume-advertising context, our research shows that implied explosion, whether visually (e.g., a spritz blast) or semantically created, can increase perceived scent intensity, subsequently enhancing perceived scent persistence. It also found a positive effect of perceived scent persistence on purchase intention. In conclusion, the research suggests that implied explosion can be a powerful tool for advertisers to enhance scent perception, consequently boosting purchase intention.



Effect of Ad Position and Ad-break Size on Mechanical Avoidance
Why Shorter Advertisement Breaks Reduce Radio Advertisement Avoidance: When It Comes to Radio Advertising, Less Is More

April 2024

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81 Reads

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2 Citations

Low-clutter radio stations have shorter advertisement breaks to attract listeners, increase advertisement effectiveness, and potentially reduce mechanical advertisement avoidance (i.e. switching stations). This research introduces a two-factor theory explaining why mechanical advertisement avoidance has an inverse U-shaped relationship with advertisement position in the break, and advertisement break length in advertisement units. The theory was supported by portable people meter (PPM) ratings data. Peak mechanical avoidance occurred at the fourth advertisement position, similar to the average advertisement break length perceived by radio listeners from the same city as the PPM data. This explains why the two-advertisement breaks that are typical for low-clutter radio stations minimize mechanical avoidance.



Journal metrics


2.1 (2023)

Journal Impact Factor™


4.2 (2023)

CiteScore™


0.823 (2023)

SNIP


1.097 (2023)

SJR