Veroline Cauberghe’s research while affiliated with Ghent University and other places

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Publications (30)


The Development and Testing of a Child-inspired Advertising Disclosure to Alert Children to Digital and Embedded Advertising
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June 2018

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145 Reads

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39 Citations

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Veroline Cauberghe

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Via three studies, this article aims to develop and test an advertising disclosure which is understandable for children (ages six to 12 years old) and which can alert them to different types of advertising in multiple media formats. First, cocreation workshops with 24 children (ages eight to 11 years old) were held to determine a selection of disclosure designs based on insights from the target group. Second, two eye-tracking studies among 32 children (ages six to 12 years old) were conducted to test which of these disclosure designs attracted the most attention when the disclosures were integrated into a media context. These studies led to the selection of the final advertising disclosure: a black rectangular graphic with the word Reclame! (i.e., Dutch for “Advertising!”) in yellow letters. Finally, a two-by-two, between-subjects experimental study (disclosure design: existing versus child-inspired advertising disclosure; advertising format: brand placement versus online banner advertising) with 157 children (ages 10 and 11 years old) was performed to test the effectiveness of the child-inspired disclosure by comparing it with existing ones. This study not only showed that children recognized, understood, and liked the child-inspired disclosure better than the existing ones, but they were also better able to recognize advertising after exposure to this child-inspired advertising disclosure.


Women's information preferences, information needs and online interactive information portal engagement in a breast cancer early diagnosis context

March 2018

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67 Reads

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2 Citations

Journal of Communications In Healthcare

Background: An online interactive information portal is a type of eHealth application in which a group of people with a common interest use social software to gather information and to interact by asking questions and provide information. The present study uses an interactive information portal to explore communication and information needs regarding early diagnosis or disease interception in the area of breast cancer. Method: Eight online interactive information portals were developed for women belonging to two age groups, one group younger than age 45 and one group age 45 or older (in total 16 communities). In each portal, the participants had to perform four activities: (1) Read a message, combining either a positive or negative message framing with emotional or rational message components and the message being endorsed either by an experience expert (an (ex)-patient) or a gynecologist (hence, the eight portals per age group); (2) Select additional information, the participants were asked to choose more information by selecting one out of eight different topics; (3) Raise a question, women were asked to raise one or more questions related to breast cancer (free text). They could either address the question to an experience expert, a general practitioner or a gynecologist; (4) Share your opinion, the participant was asked to share her opinion, either by adding an opinion under an existing discussion thread or initiating a new discussion topic, in free text. Results: Most participants prefer a positive, emotional message endorsed by a gynecologist. There is a substantial differences between the questions raised by younger and older women, and they also ask different questions to general practitioners, gynecologists or experience experts. Half the questions were asked to a gynecologist, followed by an experience expert, while few women address their questions to a general practitioner. Rational messages trigger more discussion in the online community than emotional ones. Especially in older women, emotional messages trigger more negative sentiments. Conclusions: The results provide insights into women's information preferences and responses to information in an online interactive portal for breast cancer prevention information. The results can inform the medical profession and public policy organizations to more efficiently engage women in an early diagnosis and breast cancer screening context.


The mediating role of advertising literacy and the moderating influence of parental mediation on how children of different ages react to brand placements

January 2018

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220 Reads

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50 Citations

Journal of Consumer Behaviour

This study investigates the role of advertising literacy in how children of different ages respond to brand placement and how parental advertising mediation strategies can attenuate advertising effects. The results of a cross-sectional study among 180 children under 12 and their parents show that older children (10 to 11 years) are better able to detect the commercial intent and the source of brand placement compared to the younger children (7 to 8 years). However, parental advertising mediation appears to increase (instead of decrease) brand attitudes for the younger children, whereas it has no significant effect on brand attitudes of the older children. Practical implications of the study are discussed.


Advertising targeting young children: an overview of 10 years of research (2006–2016)

December 2017

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568 Reads

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98 Citations

A review of 138 published academic articles was conducted to provide an up-to-date and comprehensive overview of academic research of the past decade (2006–2016) on advertising directed to young children up to 12 years old. The research overview resulted in a conceptual framework comprising five research domains that were found to be most prominent. For each of these five domains, an overview, discussion and future research agenda is presented. We conclude that much of the research of the past decade included food advertising and its effects. Progress has been made in the domain of children's advertising processing, specifically with regard to advertising literacy. Despite the growing importance of embedded advertising, many of the new ad formats remain neglected (e.g. native and mobile advertising). Additionally, only a few studies investigated which executional factors (e.g. humour) are effective in advertisements to target children and social influences are also less often considered.


Advertising Literacy Training: The Immediate versus Delayed Effects on Children’s Responses to Product Placement

October 2017

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188 Reads

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39 Citations

European Journal of Marketing

Purpose – This research aimed to examine the immediate and delayed effects of advertising literacy training on children’s cognitive advertising literacy for an embedded advertising format, product placement, and subsequently its persuasive effects. In addition, this study explored whether this effect is moderated by children’s general advertising liking. The study also investigated whether the effects of training were dependent on children’s ages. Design/methodology/approach – The present study was conducted using a three (training session: control condition vs. advertising literacy training with immediate ad exposure vs. advertising literacy training with ad exposure after one week) by two (age: 7-8 years old vs. 10-11 years old) between subjects experimental design. Findings – The results of the experimental study showed that advertising literacy training increases children’s cognitive advertising literacy for product placement for both younger and older children and both immediately and delayed (measured after one week). In addition, cognitive advertising literacy had an influence on the effectiveness of product placement (i.e., purchase request) when children’s general ad liking was low, though not when it was high. No moderating effects of age were found. Practical implications – This study shows that advertising literacy training sessions can improve children’s cognitive advertising literacy for non-traditional, embedded advertising formats. Originality/value – This study is one of the first to examine and confirm the immediate and delayed effects of advertising literacy training sessions on children’s cognitive advertising literacy for non-traditional advertising formats.


Who says what during crises? A study about the interplay between gender similarity with the spokesperson and crisis response strategy

October 2017

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203 Reads

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58 Citations

Journal of Business Research

This study examined the relative importance of verbal and visual cues in organizational crisis communication, focusing on the importance of gender similarity between an organizational spokesperson and stakeholders and the moderating role of the crisis response strategy used. The findings indicate that gender similarity is beneficial for organizational reputation because it enhances stakeholders' empathy toward the spokesperson. However, this effect is only found when the spokesperson uses an appropriate crisis response strategy based on the guidelines of situational crisis communication theory. More specifically, when a spokesperson offers a rebuild strategy in the context of a preventable crisis, gender similarity results in more empathy toward the spokesperson and, subsequently, in improved organizational reputation. However, the effect of gender similarity on organizational reputation through empathy toward the spokesperson was not found when a deny strategy was used.


Table 1 . Results. 
Table 1 . Cont. 
The Effect of Personal Characteristics, Perceived Threat, Efficacy and Breast Cancer Anxiety on Breast Cancer Screening Activation
  • Article
  • Full-text available

September 2017

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116 Reads

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9 Citations

Healthcare

In order to activate women to participate in breast cancer screening programs, a good understanding is needed of the personal characteristics that influence how women can be activated to search for more information, consult friends and doctors, and participate in breast cancer screening programs. In the current study, we investigate the effect of six personal characteristics that have in previous research been identified as important triggers of health behavior on breast cancer screening activation: Health awareness, Need for Cognition, Affect Intensity, Breast cancer knowledge, Topic involvement, and the Perceived breast cancer risk. We test the effect of these factors on four activation variables: intention of future information seeking, forwarding the message to a friend, talking to a doctor, and actual breast cancer screening attendance. Additionally, we try to unravel the process by means of which the antecedents (the six personal characteristics) lead to activation. To that end, we test the mediating role of perceived breast cancer threat, perceived efficacy of screening, and the evoked breast cancer anxiety as mediators in this process. The data were collected by means of a cross-sectional survey in a sample of 700 Flemish (Belgium) women who were invited to the free-of-charge breast cancer population screening. Screening attendance of this sample was provided by the government agency in charge of the organisation of the screening. Health awareness, affects intensity, topic involvement, and perceived risk have the strongest influence on activation. Breast cancer anxiety and perceived breast cancer threat have a substantial mediation effect on these effects. Efficacy perceptions are less important in the activation process. Increased health awareness and a higher level of perceived risk lead to less participation in the free of charge population based breast screening program. Implications for theory and practice are offered. The limitation of the study is that only a standard invitation message was used. In future research, other types of awareness and activation messages should be tested. Additionally, the analysis could be refined by investigating the potentially different activation process in different subgroups of women.

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Coding scheme.
From persuasive messages to tactics: Exploring children’s knowledge and judgement of new advertising formats

September 2017

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246 Reads

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52 Citations

Despite that contemporary advertising is decreasingly about persuading children through persuasive messages and increasingly about influencing them through implicit tactics, little attention has been given to how children may cope with advertising by understanding and evaluating the new advertising tactics. Drawing on 12 focus groups entailing 60 children of ages 9–11 years, this article investigates children’s advertising literacy by exploring their knowledge and judgements (and accordingly reasoning strategies) of the new advertising formats. In particular, insight is provided into children’s critical reflection on the tactics of brand integration, interactivity and personalization in the advertising formats brand placement, advergames and retargeted pre-roll video ads on social media. It is shown that while children not spontaneously do so, they appear to have the ability to understand these tactics and form judgements about their (moral) appropriateness, thereby considering a wide range of societal actors.


How media multitasking reduces advertising irritation: The moderating role of the Facebook wall

August 2017

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192 Reads

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36 Citations

Computers in Human Behavior

The simultaneous use of multiple media devices is becoming a standard media consumption behavior. Combined with the large amount of time people dedicate to Social Network Sites (SNSs) on a daily basis, it is understandable that many media users engage in SNS use while consuming another medium at the same time. These two trends, media multitasking and SNS usage independently, have been studied intensively due to their prevalence in today's media landscape. However, the academic understanding about advertising effectiveness when media multitasking with SNSs remains nonexistent. The current study examines the impact of media multitasking (vs. sequential media use) on the perceived irritation towards television (TV) advertising. A laboratory experiment recorded 99 participants aged between 18 and 25 years old. The moderating role of media type (TV in combination with Facebook or reading an online informational website) and the mediating role of state self-esteem were tested. The results of this experimental study indicated a decrease of state self-esteem when media multitasking with an SNS and watching TV, which in turn resulted in a lower irritation towards TV advertising. However, this was not the case for the participants reading a non-social, informational online article while watching TV. The results of this study emphasize the importance of approaching the media multitasking context as a heterogeneous concept by considering different media combinations and their specific characteristics driving media-effects.


Marketing through Instagram influencers: the impact of number of followers and product divergence on brand attitude

July 2017

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25,083 Reads

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2,071 Citations

Findings of two experimental studies show that Instagram influencers with high numbers of followers are found more likeable, partly because they are considered more popular. Important, only in limited cases, perceptions of popularity induced by the influencer's number of followers increase the influencer's perceived opinion leadership. However, if the influencer follows very few accounts him-/herself, this can negatively impact popular influencers’ likeability. Also, cooperating with influencers with high numbers of followers might not be the best marketing choice for promoting divergent products, as this decreases the brand's perceived uniqueness and consequently brand attitudes.


Citations (27)


... In the present body of literature, scholars argue that disclosures (e.g., "PP"-symbol; "This program contains product placement") might be one strategy to help children to detect and cope with embedded advertising (De Jans et al., 2018;Hudders et al., 2017;. However, several scholars point to the fact that being aware of disclosures seems to be relevant for disclosure effects to occur (e.g., van Reijmersdal, 2016, 2020;Rozendaal et al., 2021;. ...

Reference:

Mitigating product placement effects induced by repeated exposure: Testing the effects of existing textual disclosures in children's movies on disclosure awareness
The Development and Testing of a Child-inspired Advertising Disclosure to Alert Children to Digital and Embedded Advertising
  • Citing Article
  • June 2018

... The publication dates of the 15 included articles ranged over nine years, from 2014-2023. Most of the research was conducted in the United States [27][28][29][30][31][32][33][34][35][36][37][38], and one article was yielded each from Australia [39], Belgium [40], and Canada [41]. There were a variety of study designs employed by the researchers, including cross-sectional [30,31,37,39], quality improvement projects [28,29,35], retrospective or prospective studies [27,32,33,36,39], quasi experimental designs [40], and qualitative designs [34,41]. ...

Women's information preferences, information needs and online interactive information portal engagement in a breast cancer early diagnosis context
  • Citing Article
  • March 2018

Journal of Communications In Healthcare

... It also entails the disconcerting apprehensions surrounding price-related predicaments, such as the harrowing notion of parting ways with an exorbitant sum. Consumers, in their ceaseless vigilance, are tormented by the lurking specter of losing their hard-earned money during the labyrinthine web of online transactions (Hudders and Cauberghe, 2018). Consequently, they are more inclined to embark upon the treacherous journey of online shopping only when imbued with an unwavering sense of certainty that their monetary valuables will be zealously guarded against any nefarious malfeasance. ...

The mediating role of advertising literacy and the moderating influence of parental mediation on how children of different ages react to brand placements
  • Citing Article
  • January 2018

Journal of Consumer Behaviour

... Estas educativas están diseñadas para aumentar la comprensión de los niños sobre la intención, equipándolos con habilidades de pensamiento crítico y estrategias para enfrentarla (De Jans et al., 2017). La investigación sugiere que incluso un entrenamiento breve puede producir mejoras significativas en la comprensión de los niños sobre la intención de venta, las tácticas persuasivas y la conciencia sobre la fuente comercial (Hudders et al., 2016;Rozendaal y Buijzen, 2023). ...

Advertising targeting young children: an overview of 10 years of research (2006–2016)
  • Citing Article
  • December 2017

... Research suggests that children within the selected age range have developed the necessary competencies for effective verbal communication (Zarouali et al. 2019). Furthermore, crucial developmental changes occur between the ages of 9 and 12, allowing children to engage more deeply with their roles as advertising recipients (John, 1999). ...

Considering Children’s Advertising Literacy From a Methodological Point of View: Past Practices and Future Recommendations
  • Citing Article
  • January 2017

Journal of Current Issues and Research in Advertising

... Evidence from this study and others suggests that there is a prevailing lack of knowledge of breast and other cancers and how the disease is developing in Black women [8,9,13,14,17,18,24,43,44]. In HICs, poor knowledge of breast cancer is also prevalent among Black and other socioeconomically disadvantaged minority populations [11,[45][46][47] where comparatively lower educational and health literacy levels and higher levels of fatalism persist [8,45]. Such findings were confirmed amongst our participants, who had completed secondary schooling but were mostly unemployed and had relatively low levels of tertiary education. ...

The Effect of Personal Characteristics, Perceived Threat, Efficacy and Breast Cancer Anxiety on Breast Cancer Screening Activation

Healthcare

... Por otra parte, el ámbito académico ha dedicado una atención limitada a la investigación sobre los formatos publicitarios innovadores que mezclan información y entretenimiento, como los banners, los advergames o los anuncios interactivos en redes sociales (De Jans et al., 2017;De Pauw et al., 2018;De Jans et al., 2019;De Jans et al., 2020). La comprensión y estudio de estos formatos emergentes resulta esencial para desarrollar programas de alfabetización publicitaria que capaciten a los menores a identificar y analizar estos mensajes persuasivos en un entorno digital complejo y en constante cambio. ...

From persuasive messages to tactics: Exploring children’s knowledge and judgement of new advertising formats

... Gong and Li discovered that the match between product recommender and product could have a positive influence on consumers' attitudes toward the product information [20]. There are also scholars who found that the size of the followers could affect the persuasive effectiveness of product information [21]. Given the differences between the live-streaming setting and the traditional product information dissemination environment, investigating how product information is adopted by customers in the live-streaming environment bears certain theoretical and practical significance. ...

Marketing through Instagram influencers: the impact of number of followers and product divergence on brand attitude
  • Citing Article
  • July 2017

... The first hypothesis was confirmed: the most favorable attitudes were when the celebrity was similar by gender to the female participants and it is consistent with other studies (Brown & De Matviuk, 2010;Evans Jr et al., 2010). Gender similarity can create empathy and relational investment (Crijns et al., 2017;Smith, 1998), which might determine the participants to take over the source's opinion in a more direct manner. We found a main effect of age similarity, but the differences between similar celebrities and non-similar celebrities by age were not significant, so we considered that the second hypothesis was not confirmed. ...

Who says what during crises? A study about the interplay between gender similarity with the spokesperson and crisis response strategy
  • Citing Article
  • October 2017

Journal of Business Research

... they utilize transfer learning to classify images by refining pre-trained convolutional network, AlexNet. Pelsmacker et al. [12] explored the influence of message as a mediator in the processing of Alzheimer's consciousness with various arguments, strength, and valence. Islam et al. [13] developed a classification method for 3D organ images are rotation and invariant translation. ...

The Role of Affect and Cognition in Processing Messages about Early Diagnosis for Alzheimer’s Disease by Older People

Healthcare