Hairong Li

Michigan State University | MSU · Advertising

Since the birth of advertising, human creativity has given advertising an "artistic" soul, and creative masters have long been at the center of advertising industry. Nowadays, the development of digital advertising technology shifts AI advertising market, rebuild the advertising creative process "scientifically". Although the literature research...

Artificial intelligence (AI) continues to transform firm-customer interactions. However, current AI marketing agents are often perceived as cold and uncaring and can be poor substitutes for human-based interactions. Addressing this issue, this article argues that artificial empathy needs to become an important design consideration in the next gener...

Using an online between-subject experiment, this study tested the effects of message framing (gain vs. loss), reference point (self vs. other), and modality (text vs. infographics) in the scenario of recycling promotion. The findings identified that modality determines under what circumstances message strategies make a difference in risk perception...

This article describes how a programmatic advertising course was developed and taught for undergraduate students. Depending on the resources available when the course was offered each time, different approaches were taken, which were the client–agency approach, consulting approach, and custom learning approach. The course content consisted of seven...

The rapid changes of brand communication in the digital media era led to revolution of the advertising industry. The advertising composition of the classic communication structure continued to break down, to reorganize and to forge a new definition of advertising while digital brand marketing embraced technology. Schultz (2016) argues that advertis...

This study presents a review of the advertising literature published in the Journal of Interactive Advertising (JIAD) through the application of a paradigm funnel. The technique is designed to systematically explore, classify and analyze a body of work in order to gain insight as to the current status of a research paradigm. Subsequently, interacti...

This editorial introduces the special section on big data. We define big data by examining how it is, or will be, created in advertising environments. We propose a conceptual framework for understanding the different types of digital advertising touch points that create big data, and use the framework for identifying research opportunities. We disc...

This entry provides an overview of online advertising, focusing on its growth over a fairly short period of time to become a major category for advertising spending, the various forms online advertising takes, the measurement of online audiences, mechanisms for pricing online ad inventory, and the new players that have emerged and the institutions...

The current study examines consumers'perceptions of the intrusiveness of advertisements. A scale is developed to tap an underlying construct that has not previously been measured. Following traditional methods of scale development, the study uses expert-generated adjective lists, expands possible measures using a thesaurus, and finally reduces the...

This paper explores forced viewing of “pop-up ads” on the Internet to understand better how viewers come to define ads as irritating and decide to avoid them. Perceived intrusiveness was suggested as the underlying mechanism by which the process occurs. Antecedents of intrusiveness were identified that affect perceptions of ads as interruptions, in...

Utilizing a computerized racing game, the experiment investigates the influence of sensory distractions on implicit brand memory. The results suggest that auditory distraction inhibits retrieval of implicit brand memory, but visual distraction causes no significant effect. The effects of the character's sensory distractions appear only for familiar...

Corporations sponsoring causes may hope to create the appearance of "good citizenship." Using attribution theory, the authors develop and test a cognitive explanation of sponsorship effects. Results of the experiment suggest that a good fit between a company and the cause it sponsors generates consumer attributions of altruistic sponsor motives and...

This study explores the consequences of consumers' privacy concerns in the context of mobile advertising. Drawing on social contract theory, the proposed research model connects a series of psychological factors (prior negative experience, information privacy concerns, perceived ubiquity, trust, and perceived risk) and preference for degree of regu...

Originality is an important characteristic of effective advertising, but what contributes to advertising originality is far from clear. This research examines the effect of the advertiser's creative risk-taking propensity on campaign originality. We draw on agency theory and the creativity literature to develop two behavioral strategies that risk-t...

This study investigated linguistic and thematic characteristics of slogans and their influence on survey respondents' ability to identify the brand name associated with a slogan. The research also looked at audience characteristics, such as demographics, product usage, and media usage, which are related to recall ability. The study used a multi-sta...

As a shortcut for mobile input, quick response (QR) code is increasingly being integrated in cross-media advertising campaigns in many countries of the world. Questions remain, however, about its actual use in different media, the motivations for consumers to use it and, especially, the perceived risks associated with using QR code. This study repr...

This study investigates the effect of 3-D product visualisation on attitude accessibility and attitude confidence, two non-evaluative dimensions of attitudes that have not been studied in previous research. The experiment analysed two versions of a website (3-D vs 2-D), in which the capacity to interact with the product has been manipulated. The re...

This paper reviews the most significant studies of the Web and interactive advertising that have been published in the Journal of Advertising Research over the past 15 years. These studies have covered a wide range of issues and, along with many articles in other advertising journals, they have contributed to the formation of a new discipline of in...

This study aims at exploring consumers’ adoption of QR code mobile promotion. In the past, barcode is a fast, easy, accurate and automatic product tracking method in industrial production and retailing. But mobile phones changed le aison d’êtreof barcode. More generally, 1D barcode, 2D image code, and color-based image code has become popular after...

Extending the perspective of agency theory, this study incorporates both professional and local knowledge asymmetry into a model of relationship satisfaction between global professional service firms and their local clients. The model also includes learning orientation and adaptation that are theorized to regulate the impact of knowledge asymmetry...

This study compares the effectiveness of childlike and adult-like portrayals in Taiwan and the US. It is argued that culturally shaped self-concepts affect responses-to ads using these two types of portrayal. Childlike portrayals should exert a positive influence on ad evaluations in cultures where such images are generally relevant to and congruen...

Augmented-reality technologies as a new way of human-computer interaction make possible real-time modification of our perception of reality without active user interference. This article introduces the prototype of an augmented-reality shopping-assistant device, the PromoPad, based on a handheld tablet PC allowing see-through vision with augmentati...

This study examines the creative, placement and budget strategy of internet advertising by Eastern and Western multinationals in China. A content analysis of 47,131 online ads indicates that both Eastern and Western companies dominantly use individualist appeals for internet advertising in China, a collectivist country. However, Eastern multination...

This study examines the creative, placement and budget strategy of internet advertising by Eastern and Western multinationals in China. A content analysis of 47,131 online ads indicates that both Eastern and Western companies dominantly use individualist appeals for internet advertising in China, a collectivist country. However, Eastern multination...

The Internet has the ability to serve as a more powerful medium than traditional print or broadcast media because consumers are able to interact with products in 3D multimedia environments, thus simulating a new form of experience—a virtual experience. However, very little research has explored the impact of this new type of experience, especially...

This study examines the effect of agency creativity on campaign outcomes as moderated by different levels of market dynamism and competitive intensity. Using data from matched interviews of advertisers and agency creative teams in China, the study reveals complicated relationships among agency creativity, market conditions, and campaign outcomes. T...

This study1 examines the factors that affect the intention to adopt the internet among non-users against the backdrop of an emerging internet plateau. Using data from a telephone survey with a representative national sample of non-users in Singapore, this study attempts to understand better what may facilitate or impede non-users to adopt the inter...

This study examined three related issues of mobile advertising: the factors affecting the proliferation of mobile phones in some Asian countries, the strengths and weaknesses of mobile phones as an advertising medium and characteristics of mobile advertising. An exploratory study was conducted to quantify these characteristics. Although the results...

Online Consumer Psychology addresses many of the issues created by the Internet and goes beyond the topic of advertising and the Web to include topics such as customization, site design, word of mouth processes, and the study of consumer decision making while online. The theories and research methods help provide greater insight into the processes...

This paper reviews the recent advances in seven popular forms of internet advertising in the U.S., including banner ads, sponsorships, interstitials, rich media, keyword search, 3-D visualization, and advergames. Available research on each form has been examined, with special attention to factors that affect its effectiveness and potential problems...

This paper presents an in-store e-commerce system that provides shopping assistance and personalized advertising through the use of a new concept in context aware computing, dynamic contextualization. This system, PromoPad, utilizes augmented reality technologies on a hand-held Tablet PC to provide for dynamic modification of the contextual setting...

E-government in Singapore is an extensive venture that has been sanctioned by a series of policy initiatives and programs and is widely considered an exemplary effort. This national survey (n = 1,016) explored several key aspects of users and non-users of the Internet and government Websites in Singapore. The findings provide fresh evidence of the...

Through a series of studies designed to explore important aspects of virtual experience, a new type of product affordances - virtual affordances - is proposed and tested empirically. In addition, the existing geometric and material product taxonomy is extended to include mechanical products within the classification structure. Utilizing these new c...

This protocol analysis examines the content of virtual experience in e-commerce, as concurrently verbalized by a sample of 30 participants while interacting with four 3-D products. Thirteen different types of psychological activities were observed and classified into five characteristics of virtual experience: active process, presence, involvement,...

The conceptualization of a virtual experience has emerged because advancements in computer technology have led to a movement toward more multisensory online experiences. Two studies designed to explore the concepts of virtual experience and presence are presented, with the results largely supporting the proposition that 3-D advertising is capable o...

This protocol analysis examines the content of virtual experience in e-commerce, as concurrently verbalized by a sample of 30 participants while interacting with four 3-D products. Thirteen different types of psychological activities were observed and classified into five characteristics of virtual experience: active process, presence, involvement,...

Teens in the US are an increasingly important segment of the consumer market because of their size, available disposable income, lifestyle and the potential for lifetime brand loyalty. Recent increases in teen programming across major US television networks have been effective in attracting teen viewership and forming a sizeable market for advertis...

This study proposed and tested a model of consumer online buying behavior. The model posits that consumer online buying behavior is affected by demographics, channel knowledge, perceived channel utilities, and shopping orientations. Data were collected by a research company using an online survey of 999 U.S. Internet users, and were cross-validated...

Banner ads function as both image and direct response advertising. Industry wisdom assumes that banner ad characteristics affect the viewer's recall and clicks; however, most evidence is anecdotal. This study examines the viewer's cognitive response as a function of banner ad size and type in a lab experiment. The study finds that animated banner a...

The rapid expansion of the Internet has far exceeded our ability to chronicle and analyze this phenomenon. This paper addresses one element of Internet measurement, the efficacy of user surveys to capture the size, user characteristics, and growth of the Internet. Analysis of survey measurement methods used by major Internet survey organizations sh...

This paper describes a computer-based learning system, designed to teach media planning. The system consists of a case study, combined with a decision-support system through which students can practice applying the advanced analytical tools that might be discussed in the course. In addition to describing the system, the paper will discuss the syste...

What impact do media have on public opinion when they are tightly controlled by the government, as in the People's Republic of China? Little reliable information is available for an answer, especially at the individual level. This study is a secondary analysis of a stratified random sample of 870 Beijing residents concerning economic reform in Chin...

A survey of consumers and direct marketing practitioners was done in order to assess direct mail envelope characteristics which are perceived as critical in getting the envelope opened. Ten such elements were identified through focus group studies with consumers and personal interviews with practitioners. These elements pertained to personalization...

Historical data were analyzed in order to determine whether or not postal rate increases preceded, were simultaneous with, or followed increases or declines in Third Class mail as well as First Class mail volume. Results showed positive significant correlations between mail rate increases and mail volume for both kinds of mail under all three condi...

Thesis (Ph. D.)--Michigan State University. Mass Media Program, College of Communication Arts and Sciences, 1995. Includes bibliographical references (leaves 132-137).