The<i>Journal of Advertising</i>and the Development of Advertising Theory: Reflections and Directions for Future Research

Laczniak, Russell N.

doi:10.1080/00913367.2015.1060909

Cited by 18 publications

(8 citation statements)

References 16 publications

(15 reference statements)

Supporting

Mentioning

Contrasting

Order By: Relevance

“…Researchers have examined several aspects of advertising theory and research over the years including but not limited to identifying what makes advertising theory and research unique (Nan and Faber 2004); practitioners theories of advertising (Nyilasy and Reid 2009a;Nyilasy and Reid 2009b); creativity and advertising theory (Sasser and Koslow 2008); the role of emotions, affect and involvement in advertising (Holbrook and O'Shaughnessy 1984;Percy 2001;Morris et al 2002;Petty, Cacioppo, and Schumann 1983); advertising theory as it relates to children (Laczniak and Carlson 2012); international and multicultural audiences (Lee 2019); advertising theory in emerging media such as mobile (Okazaki, Katsukura, and Nishiyama 2007;Okazaki and Barwise 2011); videogames (Youn and Lee 2012), and social media (Gangadharbatla 2019); ethical (Drumwright and Murphy 2009) and legal issues (Richards 2009; Richards 2013) pertaining to advertising; and the future of advertising theory (Royne 2012;Laczniak 2015).…”

Section: A Systems Approach To Advertising Researchmentioning

confidence: 99%

“…All of the above-mentioned areas and many more have been tackled by Rodgers and Thorson (2012) in their excellent edited volume titled Advertising Theory. Both in that volume and in many other articles (e.g., Nan and Faber 2004;Laczniak 2015;Royne 2012), researchers have argued for the need to develop a theoretical understanding of advertising that will separate our field from the various other related disciplines. One challenge for accomplishing this is the applied nature of our field.…”

Section: A Systems Approach To Advertising Researchmentioning

confidence: 99%

See 1 more Smart Citation

Covid-19 and Advertising: The Case for a Paradigm Shift

Gangadharbatla

2021

Journal of Current Issues & Research in Advertising

View full text Add to dashboard Cite

While the global coronavirus pandemic might not have caused many of the changes we are witnessing in the field of advertising, it has definitely accelerated the rate of change in many areas of our society and field. In this article, we begin by outlining some of the significant changes that the Covid-19 pandemic has accelerated. Using a systems approach to advertising research, we examine the role of environmental changes, such as the current pandemic, in influencing the trajectory of advertising scholarship. Then, we argue that when systems, such as our economic or financial one, experience shocks of such epic proportions, they present researchers in an applied field like advertising an opportunity to problematize and question the fundamental aspects or foundations of the field itself. We conclude by making a case for a paradigm shift in advertising research and identify numerous opportunities for new lines of inquiry in this new paradigm.The Corona Virus Disease (Covid-19) pandemic (also referred to as 2019 Novel Coronavirus or 2019-nCoV) caused by a novel virus (SARS-CoV-2), which emerged in December 2019, has infected 90.8 million people and killed over 1.94 million people worldwide at the time of writing (WHO 2020). The 1918-19 influenza pandemic, considered the deadliest pandemic in recorded human history, killed over 50 million people (Morens and Taubenberger 2020). With an explosion of pandemics in the last decade or so-H1N1 "Swine" Flu, chikungunya, Zika, and Ebolascientists claim that we have entered a pandemic era . For an excellent history of pandemics and how we got to Covid-19, please refer to Morens and Fauci (2020).The year 2020 is yet another pivotal year in the history of humans. The coronavirus pandemic has shocked the world and prompted a global "lockdown" in March of 2020 and has since reemerged in 2 nd and 3 rd waves in multiple parts of the world. Currently, the number of infected cases in the United States stands at 22.6 million with over 375,000 deaths (WHO 2020). It is hard to summarize the impact of Covid-19 and the various changes in our society brought about by this pandemic as we are still in the midst of it but there are a few broad themes that the pandemic has caused, accelerated, or shed light on.First, the economic impact of global lockdowns has been unprecedented with estimates of Covid-19 costing the world economy anywhere between $5.8 to $8.8 trillion (Dennis 2020). The Gross Domestic Product (GDP) of several countries across the globe decreased double digits; GDP of United States decreased 48% and 32.9% in the first two quarters of 2020; United Kingdom's economy shrunk 20.4% in the second quarter; Australia went into recession after 30 years of uninterrupted growth; and Japan's GDP fell by 27.8%, which was the biggest decline since World War II (Dennis 2020).

show abstract

Section: A Systems Approach To Advertising Researchmentioning

confidence: 99%

Section: A Systems Approach To Advertising Researchmentioning

confidence: 99%

Covid-19 and Advertising: The Case for a Paradigm Shift

Gangadharbatla

2021

Journal of Current Issues & Research in Advertising

View full text Add to dashboard Cite

show abstract

“…Perhaps most importantly, advertising researchers testing theories across cultures and language groups grapple with questions of generalizability: does a theory or model initially developed and validated in a specific culture hold in other cultures as well (Dawar and Parker 1994). Advertising researchers often hope to establish 'strong theories' that are generally valid and are not limited to a specific context (Laczniak 2015). Cross-linguistic validation of advertising stimuli and measurement scales (such as recipients' beliefs about and attitudes toward advertising) form an important prerequisite for cross-cultural and cross-linguistic validation of advertising theories (Andrews, Durvasula and Netemeyer 1994).…”

Section: Examples Of Relevant Research Contextsmentioning

confidence: 99%

Methodological Issues in Cross-Linguistic and Multilingual Advertising Research

Weijters

Puntoni

Baumgartner

2017

Journal of Advertising

View full text Add to dashboard Cite

Methodological issues in cross-linguistic and multilingual advertising research This paper discusses methodological issues related to language in advertising research. We introduce a framework that distinguishes between cross-linguistic research settings, where several languages are used in the study and different samples of respondents are studied in their own language, and multilingual research settings, where only a single language is used and multilingual respondents are studied either in their native or non-native language. We review key principles that govern cross-linguistic and multilingual effects in advertising research to formulate guidelines for research design and data analysis. In the cross-linguistic context, these principles address non-uniform cross-linguistic differences in responses (related to nonequivalence of individual questionnaire items) versus uniform response effects (related to nonequivalence of verbal response category labels). In the multilingual context, we bring together evidence that shows how-even when comprehension is not a problem-stimuli, questions and response categories may be processed differently in respondents' native versus non-native language.

show abstract

“…First, researchers tackle questions of generalizability, aiming to find out whether theories and models initially developed and validated in one culture (typically the US) hold in other cultures as well (Dawar & Parker, 1994). Researchers often hope to establish 'strong theories' or 'universals' that are generally valid and are not limited to a specific (cultural) context (Dawar & Parker, 1994;Laczniak, 2015). Second, in case models and theories are found not to be universal, the research focus shifts to questions of differentiation, aimed at identifying and explaining differences in multivariate relations of interest across different groups of consumers, where the grouping is oftentimes defined by national culture (Steenkamp, 2001).…”

Section: Introductionmentioning

confidence: 99%

Cross Cultural Issues in Consumer Science and Consumer Psychology

Herk

Torelli

2017

View full text Add to dashboard Cite

Regardless of whether the research goal is to establish cultural universals or to identify and explain cross-cultural differences, researchers need measures that are comparable across different cultures when conducting cross-cultural studies. In this chapter we describe two major strategies for enhancing cross-cultural comparability. First, we discuss a priori methods to ensure the comparability of data in cross-cultural surveys. In particular, we review findings on cross-cultural differences based on the psychology of survey response and provide suggestions on how to deal with these cultural differences in the survey design stage. Second, we discuss post hoc methods to ascertain data comparability and enable comparisons in the presence of threats to equivalence.

show abstract

TheJournal of Advertisingand the Development of Advertising Theory: Reflections and Directions for Future Research

Cited by 18 publications

References 16 publications

Covid-19 and Advertising: The Case for a Paradigm Shift

Covid-19 and Advertising: The Case for a Paradigm Shift

Methodological Issues in Cross-Linguistic and Multilingual Advertising Research

Cross Cultural Issues in Consumer Science and Consumer Psychology

Contact Info

Product

Resources

About