Cristel Antonia Russell

Pepperdine University · The George L. Graziadio School of Business and Management

In high-risk, 24/7 occupations, stimulants can serve as a countermeasure to acute stressors. However, chronic stimulant use may negatively impact operational readiness and health. Using cross-sectional data from 15,880 U.S. Navy personnel, we assessed relationships between job stress, sleep quantity and disturbance, and daily caffeine and nicotine...

Visualization can assist the process of narrating theory. Although most researchers realize the benefit of figures to efficiently and effectively convey the essence of a theory, many lack the visual grammar and tools to create those figures. This editorial presents a five-step iterative process, NETSA, to assist the process of theory visualization.

From parenting to health and wellness, the number of virtual support communities (VSCs) keeps growing. The interactive marketing discipline has primarily documented the positive social dynamics of VSCs: communities provide informational and socio-emotional support that helps members achieve their goals. Yet evidence is mounting that VSCs also exhib...

Introduction: Safety climate is a critical human factor that can increase safety-related behaviors and reduce accidents. This research reports on a three-phase program of development and validation of a safety climate survey tool initiated by U.S. Naval Surface Forces after numerous accidents and near misses. Method: The initial survey was admin...

The consumer literature on branding to date coalesces around the notion that brands are constantly contested. Brand contestation arises where the actions of consumer brand actors meet, and sometimes confront, those of the brands’ legal owners. This article integrates the extant branding research, a qualitative prestudy, and two complementary empiri...

Research has shown that television viewing cultivates a materialistic worldview in children. However, other socialization factors may also influence children’s materialism. The current research tests two socialization pathways of parental influence: (a) an indirect path in which parents pass on their own materialism to their children, and the paren...

Many faced with mental health issues do not seek care, especially individuals working in high-risk occupations. This research reports on two studies that investigated the relationships between military service-induced mental health issues and utilization of professional mental health services, and whether the perceived organizational support receiv...

In an era of unprecedented consumer access to media and the tools to control narrative delivery, speed, and exposure to transmedia content, there is no longer the illusion of a cohesive narrative managed by a recognized singular author or unified authorial voice. Instead, consumers carve their own trajectories through brand narratives. Our multi-me...

Marketers, retailers, and brands increasingly rely on digital technologies to shape consumers’ journeys. Extending from the paradox of technology, which captures the coexistence of inherent benefits and risks, we propose that empowerment from techno-mediated interactions with brands conceals vulnerability; thus, introducing the concept of latent vu...

A television (TV) character’s actions and the consequences of these actions in TV storylines can shape the audience’s own behavioral intentions, especially if the audience identifies with that character. The current research examines how storylines depicting positive versus negative consequences of drinking affect youths’ drinking intentions, and w...

Watching a lot of television (TV), where alcohol consumption is depicted frequently and mostly positively, can enhance teens’ drinking intentions. This influence is particularly problematic among high-reactance teens (that is, those with a predisposition to resist adult control). This study documents one strategy parents can use to counteract TV in...

While many countries have launched cancer prevention initiatives to improve the public’s understanding of risk and protective factors, few are systematically evaluated. Hygée Lab, a living lab in a socioeconomically deprived area of France, is designed to interactively communicate evidence-based information about cancer prevention and treatment wit...

In the United States, National Guard soldiers have been called upon at unprecedented rates since 2001 to supplement active duty military forces. Frequent military deployments generate many occupational and environmental stressors for these citizen-soldiers, from serving in a dangerous zone to being away from family and home for long periods of time...

This study examined whether posing questions that create a stress state in respondents biases subsequent reporting of mental health (MH) symptomology. For instance, questions related to trauma exposure may activate thoughts about death (facing it, surviving it, being afraid of it), and these death anxieties can influence assessments of one's health...

Objectives US Army reserve soldiers and active-duty soldiers differ in their daily work demands and supporting resources, yet research on reservists’ health and fitness is lacking. The objectives of this study were to (1) determine whether physical test failure rates and health behaviors differed between active-duty soldiers and reserve soldiers an...

ABSTRACT- Previous research suggests that placing a brand name at the beginning (rather than end) of a television commercial leads to more positive brand attitudes. The current laboratory study explores the mechanisms underlying this phenomenon by assessing the interplay between brand name placement and working memory capacity on purchase intention...

Research on product placement, the integration of brands/products within entertainment content, has flourished over the past three decades, culminating in several review articles. This article conceptualizes product placement as a commercial intertext to enable the development of novel research questions that account for the interconnections of the...

Exposure to a major traumatic stressor increases the odds of negative mental health and maladaptive behavioral outcomes not only for victims but also for 1st responders and health care professionals who are exposed to the aftermath. This study investigates the extent to which psychological resilience acts as either a Protective (i.e., vaccine-like)...

Youth drinking is a major public health problem. Entertainment content that positively depicts alcohol consumption is often implicated as a factor shaping youths’ attitudes and beliefs about drinking alcohol. This research examines whether and under which conditions corrective epilogues can counteract the influence of a television episode featuring...

Entertainment narratives targeting youth frequently include favorable portrayals of risky behaviors, such as drinking alcohol. Countermessages (e.g., epilogues and public service announcements) may correct the influence of positive media portrayals and reduce the likelihood of exposed youth to engage in such risky behaviors. A common assumption of...

La consommation de musique est la première pratique en ligne pour les adolescents français devant les séries télévisées et les films. Plusieurs études anglo-saxonnes ont cependant révélé la présence de références à des substances «à potentiels addictifs» dans les clips-vidéo musicaux. En période de construction identitaire et d’apprentissage des co...

Combat medics (CMs) serve a vital medical role and also fight like other soldiers, which make them a unique and understudied military population. This longitudinal study draws on 3 waves of data collection to evaluate the effects over time of deployments, deployment recency, combat experiences, and hardiness on depression symptoms, posttraumatic st...

When companies fail and withdraw their brands from the marketplace, consumers may retain positive affect and abiding loyalty to discontinued brands. This research, anchored in the extant brand relationship literature, introduces the concept of transference from psychiatry to explore the ways in which consumers' continuing relationships with a defun...

Introduction The growth of Electronic Nicotine Delivery System (EC) has led many policymakers to worry about regulating it even though we still know little about the short and long term public health consequences of its use. Today, an estimated 25% of the French population has tried EC and 6% of the 15-75 years. A qualitative study was realized wit...

Social identity theory suggests that the degree to which people identity with an organizational group can have multiple beneficial outcomes. This research focuses on how membership in and engagement with a Veterans Service Organization (VSO) relate to veterans’ social isolation and perceptions that military service was beneficial to society, ultima...

Youth drinking is a major public health problem. Entertainment content that positively depicts alcohol consumption is often implicated as a factor shaping youths’ attitudes and beliefs about drinking alcohol. This research examines whether and under which conditions corrective epilogues can counteract the influence of a television episode featuring...

Introduction and aims: We propose that branded and non-branded product placements in movies are interpreted differently and that a movie with unbranded alcohol portrayals influences audiences' alcohol-related beliefs and choices indirectly, through the process of narrative transportation, whereas a movie with branded alcohol placements impacts aud...

Introduction: Qualitative insights may demonstrate how combat medics (CM) deal with stressors and identify how resilience can potentially develop. Yet, qualitative research is scant in comparison to the many quantitative studies of health outcomes associated with military service. Method: Semistructured qualitative interviews were used to collect...

Objective: Two studies were conducted to investigate the role of connectedness with music videos in affecting youths' beliefs about substances (alcohol and tobacco) embedded therein and the potential for a prevention message to limit the impact of these images. Method: The first study used cross-sectional data from a national sample of 1,023 ado...

This experimental study assessed whether alcohol television storylines impact youth drinking attitudes and intentions and whether corrective epilogues can potentially moderate this impact. Television episodes were professionally produced to depict heavy drinking leading to either positive or negative consequences. The pro- and anti-alcohol episodes...

Despite the vast literature on celebrity endorsements in advertising, research to date has not assessed whether and how celebrity-brand associations created via traditional endorsements or product placements compare to more natural associations that emerge from real-life celebrity images through social media. This experiment systematically compares...

These three studies found support for a process termed hedonic contamination, whereby exposure to advertisements before a movie or television show activates persuasion knowledge, directs attention to the product placements, and reduces consumption enjoyment. Study 1 showed that exposure to in-theater commercials led to more negative attitudes towar...

Little research has addressed potentially negative health outcomes associated with domestic civil-oriented operations, having focused instead on traditional military operations (e.g., combat). This study, conducted following a United States Defense Support to Civilian Authorities mission undertaken by National Guard forces (N = 330), showed that re...

Contexte En 1991, l’adoption de la loi Evin régulant la publicité médiatique de l’alcool et du tabac était jugée comme une avancée considérable en termes de santé publique. Depuis, sous justification d’une restriction intellectuelle, culturelle et/ou économique trop sévère, cette loi n’a cessé d’être débridée et allégée par les législateurs. En par...

This chapter reviews the research relating to substance use portrayals and marketing in media. Research suggests that alcohol and tobacco marketing through traditional advertising, but also through product placements in film and television and other new forms of promotion, are prevalent. Youth may be especially exposed to these marketing efforts. N...

Risk warning or disclosure information in advertising is only effective in correcting consumers' judgments if enough cognitive capacity is available to process that information. Hence, comprehension of verbal warnings in TV commercials may suffer if accompanied by positive visual elements. This research addresses this concern about cross-modality i...

This research documents consumers’ potential to monitor corporations’ License to Operate through their consumption responses to corporate social responsibility failures. The premise is that the type of social contracts or standards in place may determine how consumers, through their individual and collective behaviors, can play a direct role in inf...

Mental health disorders continue to plague service members and veterans; thus, new approaches are required to help address such outcomes. The identification of risk and resilience factors for these disorders in specific populations can better inform both treatment and prevention strategies. This study focuses on a unique population of U.S. Army Spe...

Fast-food advertising abounds on television (TV), and programs targeting youth often display fast-food consumption but rarely with any negative consequences. Cultivation research maintains that cumulative exposure to TV influences audiences' views of and beliefs about the real world. Thus, the amount of TV adolescents watch is likely to bias their...

This research investigates the role played by normative influences that surround the consumption of TV series on the effect of product placements. In line with the Theory of Reasoned Action, we posit that perceptions of TV programs’ influence on others moderate the relationship between positive brand attitudes and consumers’ intentions to buy brand...

This paper examines the ‘executional greenwashing’ effect, defined as the use of nature-evoking elements in advertisements to artificially enhance a brand’s ecological image. Using classic models of information processing and persuasion, the research tests whether ‘executional greenwashing’ differs as a function of consumer knowledge about environm...

Objective This research documents the impact of combat experiences on alcohol use and misuse among National Guard soldiers. Whereas much research regarding combat personnel is based on post-experience data, this study's design uses both pre- and post-deployment data to identify the association between different types of combat experiences and chang...

This research emically documents consumers’ experience of the end of a favorite television series. Anchored in the domain of evolving narrative brands, of which TV series are an archetypal example, this work draws from narrative theory, brand relationship theory, and basic research on interpersonal loss to document the processes of loss accommodati...

This research investigates how normative influences surrounding television (TV) series impact product placement effects. Drawing from the influence of presumed influence (IPI) model of communications research, the research assesses the impact of the presumed influence of TV series on others on young consumers' desire to buy placed alcohol brands. T...

Cultivation research has shown that heavy television viewing is linked to audiences' generalized, and often skewed, views of reality. This research investigates whether television viewing is related to adolescents' views about the consequences of drinking and whether psychological trait reactance moderates this cultivation effect. Results from a su...

PurposeBrand backstories enable consumers the opportunity to go behind-the-scenes of their favourite brands. This chapter explores the role of the brand backstory experience in the consumer–brand relationship, detailing the manner in which these experiences are structured to immerse consumers within the brand storyworld. Methodology/approachA quali...

Product placement involves “the purposeful incorporation of a brand into an entertainment vehicle” (Russell and Belch, 2005), which includes television programs, movies, radio shows, songs and music videos, video games, plays, and even novels. Research on the impact of product placement on consumers has grown exponentially since the early 2000’s (B...

This research explores the role of cultural diversity in the construction of consumer identity, and in particular, how cultural diversity is appropriated through television viewing. Data based on depth interviews and surveys of young adults who created brand collages centered on a television-based character reveal that viewers identify and engage w...

Is advertising more effective when the advertised brand name is revealed at the onset of an advertising message or when it is withheld until the end of the message? Given the propensity of advertising to withhold the brand name, advertisers apparently presume the latter, perhaps because they believe that the practice sustains attention to the adver...

The purpose of our study is to investigate the negative influence of textual images of damaged women characters in soap operas on the female consumers who constitute the majority of viewers. We begin with an analysis of the television soap genre in terms of print and radio antecedents to examine the specific attributes that make it a marketable ite...

Volitional reconsumption refers to experiences that consumers actively and consciously seek to experience again. Phenomenological interviews centered on the rereading of books, the rewatching of movies, and the revisiting of geographic places reveal the temporal and focal dimensions of hedonic volitional reconsumption phenomenon and five dominant c...

In today's fragmented media environment, advertising in videogames (i.e. in-game advertising) is an increasingly appealing marketing communication tool to reach a targeted and captive audience, especially the elusive and hard-to-reach 18–34-year-old demographic. This article develops a conceptual framework that adapts the persuasion knowledge model...

This chapter studies how country-based prejudices influence attitudes and behaviors towards brands associated with these countries. We present empirical evidence from a research program including qualitative, cross-sectional and experimental studies conducted in France to document people's prejudices toward the United States and to link them to con...

Is prejudice hard-wired or socially acquired? Is stigmatizing the Other inevitable? Do we purposefully draw on stereotypes to provoke prejudice from others? Can we confront and correct our biases? From the judicial system to the marketplace, from women's intentional self-sexualization to prison exonerees' stigma-by-association, this book offers a c...

Purpose – The paper focuses on resistance driven by animosity toward a country due to cultural, political, military and economic reasons. Previous research has linked animosity toward a given country to explicit judgments and purchases of products from that country, thus ignoring the possibility that latent ideological beliefs may reveal themselves...

Previous country-of-origin research has treated opinions of countries as either positive or negative, even though people may in fact hold conflicting opinions about countries. The extant literature on ambivalence suggests that the coexistence of positive and negative opinions of a country should increase avoidance of objects associated with that co...

Purpose – Hybrid reality television, a burgeoning subgenre spawning from the reality television genre, distinguishes itself from its parent genre through dramatizations that have been described as presenting a “quasi-reality” that is disorientating for the viewer (Caramanica, 2010). In addition to blurring the lines between fact and fiction, hybrid...

The relative impact of placement and audience characteristics on product placement recall is assessed with survey data from 3,532 individuals who viewed a DVD movie rental the previous day. Eleven American movies were selected and the executional characteristics of 88 placements therein were coded. Viewing the movie on a large screen emerged as the...

Product placement refers to the integration of branded communications in the content of entertainment programs. A historical perspective is provided and the current size and workings of the product placement industry are reviewed. Strategic issues regarding the role of product placement in the marketing communications mix are discussed.

This research tests the proposition that brands suffer prejudice and discrimination due to animosity toward a country with which they have a strong stereotypic association. In the first study, attitudinal data collected across a range of brands that vary in terms of the strength of the brand-country association indicate that brands with strong ster...

This research proposes experiential reciprocity as the process underlying the relationship between direct experience of a national park and perceived value of the park system and its role in preserving the environment. Cross-sectional data of people's experience and perceptions of the United States National Park Service and their values and beliefs...

This research examines how consumers react to corporate social responsibility (CSR) programs that vary in geographic focus. Three experiments compare consumers' patronage of a company in response to local and distant CSR initiatives. The extant egocentrism literature suggests that a CSR activity focused locally, and thus, with greater personal rele...

This research contributes to the extant literature on television influence by pairing a stimulus-side approach documenting how information is presented within a TV series with a response-side assessment of whether connectedness and exposure to a series influence the processing of that information differently depending on its format. The inquiry foc...

Alcohol messages contained in television programming serve as sources of information about drinking. To better understand the ways embedded messages about alcohol are communicated, it is crucial to objectively monitor and analyze television alcohol depictions. This article presents a content analysis of an eight-week sample of eighteen prime-time p...

This research investigates whether warning viewers about the presence of embedded messages in the content of a television episode affects viewers' drinking beliefs and whether audience connectedness moderates the warning's impact. Two hundred fifty college students participated in a laboratory experiment approximating a real-life television viewing...

Our study investigates the overall effects of in-store displays (ISD) on category sales and brand market share in an online shopping context, and compares the differences in effectiveness between ISD types. Using data from an online grocer, we examine three online ISD types that match with traditional ones: first screen (entrance), banner (end-of-a...

This paper identifies conditions that activate animosity feelings and in turn affect global consumers' choices. Three experiments conducted in two countries test the effects of a movie's country-of-origin and consumers' levels of animosity on subsequent movie choices. Two catalysts of animosity are explored: an explicit scenario and an implicit cul...

Andrew T. Norman is a professor of marketing in the College of Business and Public Administration at Drake University. He can be contacted at andrew.norman@drake.edu Email petitions to complete online surveys may be forwarded beyond the intended sample. We term this phenomenon the pass-along effect and investigate it as a factor that can influence...

This study examines the influence of product placements in television serial comedies on consumer attitudes toward the products. Proposing a "Balance Model of Sitcom Product Placement Effects," the study integrates genre theory to analyze character-product associations in sitcoms, parasocial theory to consider consumer-character referential relatio...

Daytime television soap operas primarily appeal to women, providing emotional release, personal gratification, companionship, and an escape from reality. This article reviews the extant literature on soap opera consumption to reveal a vulnerability system in which industry profits flow from a genre that specializes in conveying images of vulnerable...

Driving under the influence (DUI) of alcohol is among the most common and serious alcohol-related problems experienced by US college students. Community-based prevention trials using environmental approaches to DUI prevention have been effective in reducing DUI. Such interventions remain untested in college settings. This study is the first to test...

This article reports the findings of a managerial investigation of key players in the product placement industry, including placement agents, clients, studios and production companies, and research organizations. The evolution of the product placement industry in North America is reviewed, perspectives on the role and objectives product placements...

College students commonly believe their peers engage in higher levels of dangerous drinking than is actually the case. Social norms marketing campaigns attempt to correct these misperceptions, decrease the perceived normative pressure to drink, and thereby drive down high-risk alcohol consumption. In this case study, we critically examined "Done 4,...

The paper presents a study of consumer responses to products placed in a sitcom, "Ads R' Us," created as a stimulus to ascertain the influence of a television program's genre and male/female respondents' sex on responses. Textual analysis is used to analyze sitcoms, a category of programs created in accordance with genre conventions, the structural...

Andrew T. Norman is a professor of marketing in the College of Business and Public Administration at Drake University. He can be contacted at andrew.norman@drake.edu The consumption of television programming is of particular interest to consumer researchers because of the potential influence of television characters as referent others. Connectednes...

In this article we test the efficacy of an intensive norms social marketing campaign to reduce heavy drinking among college students living in a residence hall. We employed a pretest-posttest nonequivalent comparison group design. The study was conducted in two (experimental and comparison) comparable residence halls located in a large urban public...

This article develops and tests a conceptual framework for the practice of product placement. The empirical testing introduces a controlled experimental approach called the theater methodology. Results show that the modality of presentation (visual and auditory) of the placements and the degree of connection between a brand and the plot of the show...

Seeking to extend the scope of current audience measurement methods, this paper qualitatively investigates audiences' relationships with television programs. A content analysis of viewers' discourse from focus groups, Internet fan forums and five phenomenological interviews suggests a construct we labelconnectedness. Transcending involvement, audie...