Advances in Advertising Research (Vol. IV)
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1 Sara Rosengren Micael Dahlen Shintaro Okazaki (Eds.) Advances in Advertising Research (Vol. IV) The Changing Roles of Advertising 4u Springer G a bier
2 Table of Contents Preface Part I. The Roles of Advertising Sofie Bitter and Sonja Grabner-Krauter Customer Engagement Behavior: Interacting with Companies and Brands on Facebook 3 Tobias Langner, Alexander Fischer, and Philipp Brune Choose Your Ad Paper Type Carefully: How Haptic Ad Paper Characteristics affect Product Judgments 19 Edward C Malthouse, Mark Vandenbosch, and Su Jung Kim Social Media Engagement that Drives Purchase Behavior 29 Philipp Rauschnabel, Gunnar Mau, and Bjorn Sven Ivens Who "Likes" Brands? Exploring the Characteristics of Brand Fans on Facebook 43 Lotte M. Willemsen, Peter C. Neijens, and Fred A. Bronner Webcare as Customer Relationship and Reputation Management? Motives for Negative Electronic Word of Mouth and Their Effect on Webcare Receptiveness 55 Part II. The Faces of Advertising Shinyi Chin, Bradley Wilson, and Angelina Russo Product Placement: A New Definition, Classificatory Framework and Agenda for Future Research 73 Esmeralda Crespo-Almendros and Salvador Del Barrio-Garcia Building Brand Image Through Online Sales Promotion: A Comparative Study Between the Web User's Experience and Their Promotion-proneness 87 Jasmina Ilicic and Cynthia M. Webster Celebrities as Indirect Spokespeople in Advertising 103
3 Valeria Noguti and Cristel Antonia Russell The Importance of the Social Context on the Impact of Product Placements 115 Polyxeni (Jenny) Palla, Rodoula H. Tsiotsou, and Yorgos C. Zotos Is Website Interactivity Always Beneficial? An Elaboration Likelihood Model Approach 131 Sandra Praxmarer-Carus and Marina I. Czerwinka Message Framing: How Source Credibility Moderates the Effects of Outcome Type and Outcome Valence 147 Jana Suklan and Vesna Zabkar Modeling Synergies in Cross-Media Strategies: On-line and Off-line Media 159 Martin K. J. Waiguny Investigating the Entertainment-Persuasion Link: Can Educational Games Influence Attitudes Toward Products? 173 Hilde A.M. Voorveld and Sanne Valkenburg Cross-Media Synergy: Exploring the Role of the Integration of Ads in Cross-Media Campaigns 187 Part III. Perceptions of Advertising Erlinde Cornells, Veroline Cauberghe, and Patrick De Pelsmacker Health versus Appearance Focus in One- versus Two-sided Messages Discouraging Sun Tanning 203 Lynn De Vlieger, Liselot Hudders. and Gino Verleye The Effectiveness of Green Advertisements: Combining Ad-based and Consumer-based Research 213 Alexandra Longer "I" Lose, "Others" Gain - Message Framing and Beneficial Appeals in Ads Promoting Green Consumption 223 Ingrid Moons and Patrick De Pelsmacker Developing Different Types of Anticipated Experience Positioning for Electric Cars 233
4 Table of Contents. XI Liyong Wang and Carolus L. C. Praet Value Appeals in Chinese Television Advertising for Automobiles: A Content Analysis 245 Part IV. Reception of Advertising Hanna Berg and Magnus Soderlund Face Value: Images of Headless Decorative Models Increase Consumer Identification and Product Attitudes 263 Sophie C. Boerman, Eva A. van Reijmersdal, and Peter C. Neijens Appreciation and Effects of Sponsorship Disclosure 273 Sandra Bom be and Heribert Gierl When Self-Referencing Cues are Harmful: The Effects of "For You" Statements in Advertisements on Product Attitudes 285 Ivana Busljeta Banks and Patrick De Pelsmacker An Examination of the Current Usage of Probability Markers in Print Advertising: A Content Analysis 299 Sandra Diehl, Barbara Mueller, and Ralf Terlutter The Influence of Demographic Factors on the Perception of Humane- Oriented (CSR) Appeals in Advertisements: A Multi-Country Analysis 313 Ezgi Merdin and Mina Seraj Are You Involved? Are You Focused?: The Regulatory Fit and Involvement Effects on Advertisement Effectiveness 329 Magnus Soderlund and Claes-Robert Julander An Examination of the Effects of Message Content that Categorizes the Customer 341 Andreu van Hooft, Margot van Mulken, and Ulrike Nederstigt Cultural Differences? Visual Metaphor in Advertising: Comprehension and Tolerance of Ambiguity in Four European Countries 351 Guda van Noort, Edith G. Smit, and Hilde A.M. Voorveld The Online Behavioural Advertising Icon: Two User Studies 365
5 XII Yann Verhellen, Caroline Oates, Patrick De Pelsmacker, and Nathalie Dens Children's Responses to Traditional Versus Hybrid Advertising: The Moderating Role of Persuasion Knowledge 379 Andy Wong The Effects of Consumers' Subjective Knowledge on Evaluative Extremity and Product Differentiation 391
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