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Neuromarketing

With such tools as eye tracking, skin conductance, heart rate, and actual brain imaging, researchers now can see the precise focus—and reactions—of consumer attention when exposed to advertising, delivering greater ability to increase the effectiveness of advertising.

  • The Strata Model Predicting Advertising Effectiveness Thomas J. Reynolds (University of Texas at Dallas) and Joan M. Phillips (Barry University)
  • Building a Foundation for Neuromarketing and Consumer Neuroscience Research Thomas Zoëga Ramsøy (Neurons, Inc., Singularity University)
  • Best Measures of Attention to Creative Tactics in TV AdvertisingSteven Bellman, Magda Nenycz-Thiel, Rachel Kennedy, Nicole Hartnett (Ehrenberg-Bass Institute), and Duane Varan (MediaScience)

 

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LATEST RESEARCH

New Digital First articles added on PSAs and passion.

 

Gold open access

A new paper on billboard advertisements is available now online with open access.

 

FREE BEST PAPERS

JAR Best Paper winners from the last six years are now open access.

READ MORE ABOUT

Celebrity endorsement Mobile
Multicultural Neuromarketing
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Sponsorship Television
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Featured Articles

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    September 05, 2017
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  • Measuring Television In the Programmatic Age
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  • The Market Value Of Celebrity Endorsement
    October 27, 2016
  • How Direct-to-Consumer Advertising for Prescription Drugs Affects Consumers' Welfare
    November 23, 2016
  • Consumer Response To Gay and Lesbian Imagery
    December 05, 2016

DIGITAL FIRST: LATEST RESEARCH FROM JAR

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    The Effects of Communicating Passion in Advertising
    Micael Dahlen, Helge Thorbjørnsen, Jonas Colliander, Sara Rosengren, Alice Gemvik, Christian Thorwid
    Journal of Advertising Research Nov 2019, JAR-2019-040; DOI: 10.2501/JAR-2019-040
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    The Role of Empathy and Efficacy In Public Service Announcements
    Eunjin (Anna) Kim, Sidharth Muralidharan
    Journal of Advertising Research Nov 2019, JAR-2019-039; DOI: 10.2501/JAR-2019-039
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    The Myth of Targeting Small, But Loyal Niche Audiences
    Harsh Taneja
    Journal of Advertising Research Oct 2019, JAR-2019-037; DOI: 10.2501/JAR-2019-037
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    Do Your Ads Talk Too Fast To Your Audio Audience?
    Emma Rodero
    Journal of Advertising Research Oct 2019, JAR-2019-038; DOI: 10.2501/JAR-2019-038
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    The Effects of Commercial Length On Advertising Impact
    Duane Varan, Magda Nenycz-Thiel, Rachel Kennedy, Steven Bellman
    Journal of Advertising Research Sep 2019, JAR-2019-036; DOI: 10.2501/JAR-2019-036
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    #BeingReal about Instagram Ad Models: The Effects of Perceived Authenticity
    Heather Shoenberger, Eunjin (Anna) Kim, Erika K. Johnson
    Journal of Advertising Research Sep 2019, JAR-2019-035; DOI: 10.2501/JAR-2019-035
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    The Perceived Fit between Instagram Influencers and the Endorsed Brand
    Priska Linda Breves, Nicole Liebers, Marina Abt, Annika Kunze
    Journal of Advertising Research Aug 2019, JAR-2019-030; DOI: 10.2501/JAR-2019-030
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    Consumers' Responses to Facebook Advertising across PCs and Mobile Phones
    Caroline Lancelot Miltgen, Anne-Sophie Cases, Cristel Antonia Russell
    Journal of Advertising Research Aug 2019, JAR-2019-029; DOI: 10.2501/JAR-2019-029
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    How Do Brands' Facebook Posts Induce Consumers' E-Word-of-Mouth Behavior?
    Taemin Kim, Hyejin Kim, Yunhwan Kim
    Journal of Advertising Research Jul 2019, JAR-2019-027; DOI: 10.2501/JAR-2019-027
  • You have access
    Why Do Great Creative Ideas Get Rejected?
    Mark Kilgour, Scott Koslow, Huw O'Connor
    Journal of Advertising Research Jul 2019, JAR-2019-028; DOI: 10.2501/JAR-2019-028
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  • The Power of “Like”
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