Replication in Advertising Research, 1980–2012: A Longitudinal Analysis of Leading Advertising Journals

Park, Jung Hwan; Venger, Olesya; Park, Doo Yeon; Reid, Leonard N.

doi:10.1080/10641734.2015.1023874

Cited by 24 publications

(16 citation statements)

References 40 publications

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“…There have been many calls for more replication studies in marketing literature (Evanschitzky et al , 2007; Kwon et al , 2017; Park et al , 2015), especially exact replications. Further, when replication studies produce inconsistent findings, this is often attributed to common design flaws such as non-equivalent manipulations (Park et al , 2015; Shimp et al , 1991). As Study 2a tests a boundary condition of the dissociative group effect (Study 1), it is important to rule out potential confounds by replicating Study 1 as closely as possible.…”

Section: Choice Of Identity and Products Used Throughout Studiesmentioning

confidence: 99%

Solving dissociative group effects using construal level theory

McGowan

Hassan

Shiu

2019

EJM

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Purpose Consumers usually respond favourably to ingroups but negatively to dissociative groups and products linked to dissociative groups, termed the dissociative group effect. Despite important implications for branding, advertising and celebrity endorsement, little is known about how to attenuate the effect. This paper aims to introduce a mechanism which attenuates the dissociative group effect by drawing on construal level theory. Design/methodology/approach An experimental approach was used which included two-part between-subjects designs. Findings High identifiers prefer products linked to their ingroup over ones linked to a dissociative group, however, the opposite is true for low identifiers. The difference in preference is attenuated for high and low identifiers when they are placed in an abstract mind-set. The underlying mechanism of this effect is similarity focus. Research limitations/implications The same context was used to ensure that the attenuating effect found was not due to contextual factors. However, further studies should replicate the findings in a wider variety of contexts. Practical implications This research offers practical recommendations on how to manage multiple customer segments in increasingly diverse marketplaces. By inducing an abstract mind-set in customers, for example, via advertising copy, website architecture or contextual factors such as pitch of the music, marketers can increase the effectiveness of identity-linking marketing for consumers’ high/low in identification. Originality/value This is one of the first empirical studies to evidence the applicability of construal level theory within identity marketing and offers a novel mechanism to attenuate the dissociative group effect. The findings shed new light on how low identifiers relate and respond to identity-linked marketing.

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Section: Choice Of Identity and Products Used Throughout Studiesmentioning

confidence: 99%

Solving dissociative group effects using construal level theory

McGowan

Hassan

Shiu

2019

EJM

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“…This observation has the capacity to inform the debate within the marketing literature on the very low published rates of replication of both types within the discipline (Hubbard and Armstrong, 1994; Hubbard and Vetter, 1996; Kerr et al, 2016; Lehmann and Bengart, 2016; Morrison et al, 2010; Park et al, 2015). Some of these concerns have been expressed with exceeding bluntness.…”

Section: Small Sample Sizes the Role Of Replication Life Science Anmentioning

confidence: 89%

How Small Sample Size and Replication Can Increase Accuracy in Experiments: Lessons that Marketing May Learn from Agricultural Scientific Method

Hamlin

2017

Australasian Marketing Journal

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This paper examines the use of small sample sizes and replication in marketing experimentation, including full factorials, fractional factorials, Latin squares and their derivatives such as conjoint analysis. It is well understood within agricultural research that the sample size used within these experiments should be kept to a minimum if maximum reliability is to be achieved. This understanding, which underlies the massive success of agricultural research in the last century, does not appear to have been transferred to marketing. This article explains the logic behind this counterintuitive claim. It then discusses the links between the use of small sample size and replication in experimental research. It concludes that the current very low level of replication in marketing can be related to a very basic mismatch between academic marketing's theoretical expectations of replication outcomes and the degree to which these expectations can be meaningfully achieved by replication within any living environment.

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“…Even further, the lack of replication work among marketing scholarship has been characterized as a significant research fallacy (Hubbard and Armstrong, 1994), with the rate in leading journals dismal at best (e.g. <3 per cent) (Evanschitzky et al , 2007; Park et al , 2015). Simply stated, if replication is so important – why aren’t scholars engaging in this type of work?…”

Section: The Replication Paradoxmentioning

confidence: 99%

“…Nonetheless, replications remain an essential aspect of the scientific method critical for the development of theory with several marketing journals heeding the call through special sections and/or issues devoted to re-inquiry. What’s more, the academic community appears primed to embrace published scholarship dedicated for replication research (Eisend et al , 2016; Park et al , 2015; Uncles and Kwok, 2013).…”

Section: The Replication Paradoxmentioning

confidence: 99%

Measuring consumer neural activation to differentiate cognitive processing of advertising

Daugherty

Hoffman²,

Kennedy

et al. 2018

EJM

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Purpose Herbert Krugman (1971) was among the first marketing scholars to utilize electroencephalography (EEG) to examine advertising. However, nearly five decades have transpired since this innovative research, making it potentially valuable to use a modern-day approach to reproduce a first-generation neuromarketing study. Thus, the purpose of this study is to replicate and extend Krugman’s original work. Design/methodology/approach To measure participants’ neural activity, two within-subject experiments were conducted to test the effectiveness of advertising using EEG. Independent factors, as defined by Krugman (1971), were three national brand ads differentiated by their level of effectiveness (high/low) associated with recall and arousal. Findings Results from Study 1 largely support Krugman’s original findings, in that an inverse relationship is observed among brain waves (beta, theta and alpha) across multiple exposures and levels. Meaning, similar patterns of activation and dissipation occur regardless of ad type or frequency. Findings from Study 2 were successful in accomplishing what Krugman originally could not by distinguishing between the ads utilizing an event-related potential (ERP) design. Originality/value This study demonstrates that a single neuromarketing approach can be used in multiple ways to provide richer insight while adding value during the research process. At the very least, the re-inquiry is an informative act associated with the theoretical relevance of using EEG measurement in marketing research.

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Replication in Advertising Research, 1980–2012: A Longitudinal Analysis of Leading Advertising Journals

Cited by 24 publications

References 40 publications

Solving dissociative group effects using construal level theory

Solving dissociative group effects using construal level theory

How Small Sample Size and Replication Can Increase Accuracy in Experiments: Lessons that Marketing May Learn from Agricultural Scientific Method

Measuring consumer neural activation to differentiate cognitive processing of advertising

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